Instagram isn’t just a nice-to-have for your real estate business—it’s essential for building your brand, attracting clients, and staying top-of-mind with your sphere of influence. While most agents struggle to gain traction on the platform, a select few have cracked the code, building massive followings and generating substantial business through strategic content creation.
After analyzing millions of real estate Instagram interactions and studying the top performers, we’ve identified seven agents and teams that are absolutely crushing it on the platform. More importantly, we’ll break down their winning strategies so you can implement similar tactics to stand out in your market.
Key Takeaways
- Quality beats quantity – Gary Vaynerchuk’s “interest media” era means great content outperforms large followings
- Authenticity drives business – Shane Burgman’s creative, humorous approach directly generates client referrals and listings
- Diverse content wins – Successful agents mix education, behind-the-scenes, stories, and personal brand vs. just listing posts
- Unique formats go viral – Signature approaches like Lisa’s hide-and-seek videos and Caleb’s rent questions create memorable brands
- Local expertise translates – Top agents leverage community knowledge and neighborhood involvement for Instagram authority
The Game Has Changed: From Social Media to Interest Media
Before diving into our standout performers, let’s address a fundamental shift that Gary Vaynerchuk recently highlighted: “I actually believe the word social media might have to get tweaked. I believe we are now in the interest media era. Not social media, but interest media.”
This is profound for real estate agents. As Gary explains: “All my followers that I’ve amassed for 15 years are becoming less important. People that are watching right now that have never posted, if they post a remarkably good piece of content, that piece of content now has the ability to get more views than something I post, and I’m one of the most followed people on LinkedIn in the world.”
What this means for real estate professionals: The algorithms now prioritize content that matches users’ interests, not just who they follow. A brand-new agent with zero followers can create a piece of content that outperforms established agents with thousands of followers—if that content truly resonates with viewers’ interests.
Most real estate professionals still struggle on Instagram because they’re operating under the old “social media” rules:
- Post sporadically without a consistent content strategy
- Focus solely on listings instead of providing genuine value
- Lack of personality in their content, making it forgettable
- Ignore engagement, treating Instagram as a one-way broadcast channel
- Don’t understand their audience or what content truly interests them
The agents we’re about to showcase have embraced the “interest media” era through strategic content creation, authentic engagement, and innovative approaches that captivate viewers, regardless of their follower count.
1. Shane Burgman (@shaneburgman) – The Creative Authenticity Master
Known for: Creative, humorous video content that showcases personality while maintaining professionalism
What makes him stand out: Shane has earned a reputation as “the coolest realtor on the Space Coast” through his unique approach to social media. As clients note, “We have never seen a realtor as creative as Shane. He creates unique and humorous videos on his social media pages. Sometimes in costume, or no clothing at all. He sings, raps, and amazes us!”
What He Does Right:
Authentic Personality-Driven Content: Shane’s content strategy centers on showcasing his genuine personality while demonstrating his expertise. His creative videos, including collaborations like the viral “Recruited” video with Derrick Gregory, prove that authentic content resonates more than polished corporate messaging.
Strategic Humor That Builds Trust: While Shane uses humor and creativity (including costume-based videos), he maintains professionalism by always delivering value. His clients specifically mention his creativity as a reason they chose him, showing how personality-driven content translates to business results.
Community Integration: Shane leverages his Navy background and local community involvement (founding 321Millennials) to create content that resonates with his Space Coast market. He understands that people connect with authentic stories and local pride.
Multi-Format Content Creation: From serious market education to lighthearted skits, Shane demonstrates the power of content variety. His champagne bottle celebration videos at closings create memorable moments that clients love to share.
Key Takeaways for Your Strategy:
- Show your authentic personality – Clients are drawn to agents who aren’t afraid to be themselves
- Use humor strategically – Comedy can build connections when balanced with expertise
- Leverage your unique background – Shane’s military experience adds credibility and relatability
- Create shareable moments – Fun content like closing celebrations generates organic referrals
- Focus on community connection – Local involvement translates into content that resonates
2. Bryan Casella (@bryancasella) – The Education-First Influencer
Known for: Real estate coach and business mentor
What makes him stand out: Bryan Casella, with over 40,000 followers, shares valuable tips for real estate agents, covering everything from negotiations to handling difficult clients. Who doesn’t enjoy peeking into the life of a real estate influencer? Bryan certainly shares a lot about how effective real estate business tactics can benefit you.
What He Does Right:
Value-First Content: Every post teaches something practical that agents can implement immediately.
Video Authority Building: Bryan understands the psychological impact of video content, noting that “When I was a kid, we would watch the TV and if we saw somebody on it, we were like ‘Whoa!’ You see them as an expert, and there’d be an aura around that person.” He leverages this principle by consistently creating video content that positions him as a trusted authority.
Cross-Platform Leverage: Bryan has established a robust presence across YouTube (over 200,000 subscribers) and Instagram, utilizing each platform’s unique strengths.
Key Takeaways for Your Strategy:
- Prioritize education over promotion – Helpful content builds trust and authority
- Share your expertise – Position yourself as the go-to resource in your niche
- Leverage video content – It creates that “expert aura” Bryan mentions
- Be authentic – Share your genuine experiences and lessons learned
3. Caleb Simpson (@calebwsimpson) – The Viral Content Creator
Known for: “How much do you pay for rent?” apartment tours
What makes him stand out: Caleb is known for his unscripted home tours, bringing a bit of humor and a lot of authenticity to every encounter. His videos are like having a friend who acts as your agent, sneaking you into properties you could never afford. He leads with “How much do you pay for rent?” and ends up in the homes of celebrities like Jared Leto, Christie Brinkley, Drew Barrymore, and ScarJo.
What He Does Right:
Unique Hook: The formula for his videos is simple: he runs up to people on the street and asks how much they pay for rent. If they’re willing to stop, he also asks if he can have a quick tour of their home.
Relatability Focus: “Society hasn’t really seen inside [normal] people’s homes,” he says. “Every show has been [about] lifestyles of the rich and famous. It hasn’t been, ‘Let me check out my neighbor’s home.’ No one’s seen that, and we can all relate to that.”
Consistent Format: His recognizable format makes every video instantly identifiable as his content.
Key Takeaways for Your Strategy:
- Develop a signature format – Create something instantly recognizable as yours to take your personal brand one step further
- Focus on relatability – Not every property needs to be a mansion
- Be unscripted – Authentic, spontaneous content often performs better than heavily produced videos
- Ask engaging questions – Hook viewers from the first second
4. Joyce Rey (@joycereyre) – The Luxury Visual Master
Known for: High-end property presentations and drone videography
What makes her stand out: Joyce updates her profile with professional photos of her listings. She is especially renowned for her use of reels to present high-end properties, making her account a great source of inspiration.
What She Does Right:
Professional Photography: Every image is magazine-quality, reflecting the luxury properties she represents.
Video Innovation: We love how Joyce Rey updates her profile with professional photos of her listing. She also makes the most of Instagram videos by adding amazing drone videos of properties.
Consistent Aesthetic: Her feed maintains a cohesive luxury brand image.
Key Takeaways for Your Strategy:
- Invest in professional photography – Quality visuals are non-negotiable in luxury real estate
- Use drone footage – Aerial views provide unique perspectives that captivate viewers
- Maintain brand consistency – Your feed should look cohesive and professional
- Embrace video content – Reels and videos significantly outperform static posts
5. Jordan Patterson – (@j0rdanpatterson) The Community-Focused Agent
What makes him stand out: Serving the Nashville community, Jordan Patterson shares homes for sale and motivational content (as well as his love for sneakers) with his Instagram followers.
What He Does Right:
Personal Interests: Sharing his love for sneakers humanizes his brand and creates conversation starters.
Local Focus: Concentrates on his specific market, becoming the Nashville expert.
Motivational Content: Balances business posts with inspirational messages.
Key Takeaways for Your Strategy:
- Show your personality – Share interests outside of real estate
- Go hyperlocal – Become THE expert for your specific area
- Inspire your audience – Mix motivational content with business posts
- Build community – Engage with local followers and businesses
6. Nava Realty Group – (@navarealtygroup) The Power Couple Brand
What makes them stand out: Nava Realty Group’s brand consistency is on point as they showcase Texas real estate with a touch of luxury. This husband-and-wife team is passionate about blending beautiful properties with heartfelt stories about the neighborhoods they serve. It’s all about connecting their clients to a place they are sure to love calling home.
What They Do Right:
Brand Consistency: Every post reinforces their luxury positioning.
Storytelling: They don’t just show properties; they tell the story of the neighborhood.
Team Approach: Leveraging both partners’ strengths and personalities.
Key Takeaways for Your Strategy:
- Tell neighborhood stories – Help buyers envision their life there
- Maintain visual consistency – Use similar filters, colors, and styles
- Leverage team dynamics – If you’re part of a team, showcase different perspectives
- Focus on lifestyle – Sell the dream, not just the property
7. Lisa DuBois (@lisaduboisrealtor) – The Creative Viral Sensation
Known for: Viral “hide and seek” listing videos that showcase properties in a playful, memorable way
What makes her stand out: Lisa DuBois, a Virginia and D.C.-based realtor, creates TikTok videos about her house listings with a fun flair that other agents haven’t thought of. She explains in her videos where she would hide if she lived at various listings she represents.
What She Does Right:
Unique Creative Concept: Lisa’s hide-and-seek and ASMR-style videos initially began as a fun way to entertain herself. The clips show DuBois hiding in the nooks and crannies of her listings, showcasing the homes and making viewers laugh at the same time. Over the past three months, several of her videos have gone viral on both Instagram and TikTok, with one hitting over a million views in just one week.
Strategic Content Partnerships: DuBois credits the success of her videos to a solid creative partnership with Eric Cruz, owner of Idea Therapy. “I have a very dry sense of humor, and I was trying to figure out a way to make funny videos for my page,” she says. “We bring ideas. He brings ideas and over about five hours, we usually shoot eight to 10 videos.”
Community Impact: By creating fun content that reaches a large audience, DuBois can share her videos with a broader audience. She utilizes the growth of her social media pages to draw attention to important local causes, in addition to showcasing available real estate, highlighting her favorite local businesses, and hosting monthly fundraisers.
Viewer Engagement: Under one of her videos, a TikTok user commented, “This is a way Phil Dunphy would sell a house and I’m here for it!” in reference to Modern Family. Under another video, where Lisa shows a house with a lake next to it and pops out of a docked boat, a user commented, “Not me watching for you to pop up from the water.”
Key Takeaways for Your Strategy:
- Develop a signature creative format – Lisa’s hide-and-seek concept is instantly recognizable and memorable
- Partner with creative professionals – Working with a content creator elevated her production value
- Use humor strategically – Fun content drives engagement and makes properties more memorable
- Give back to your community – Use your platform to highlight local causes and businesses
- Be consistent with content creation – Batch filming 8-10 videos monthly ensures regular posting
Instagram for Real Estate
Success on Instagram for real estate agents and teams doesn’t happen overnight, but with the right understanding of how “interest media” works and consistent effort to create genuinely valuable content, you can build a powerful platform that generates leads, establishes authority, and grows your real estate business, regardless of your current follower count.
The agents we’ve highlighted didn’t achieve their success by accident—they understood their audience, created valuable content, and stayed committed to their strategy. Now it’s your turn to implement these proven tactics and stand out in your market.
Remember: Instagram isn’t just about pretty pictures anymore. It’s about building relationships, providing value, and positioning yourself as the go-to real estate expert in your area. Start implementing these strategies today, and watch your Instagram presence—and your business—transform.
