Social Media

Creating Instagram Content That Gets Shared (And Brings You Leads)

Here's a stat that'll blow your damn mind: 89% of successful real estate agents say their biggest breakthrough came when they stopped obsessing over likes and started focusing on shares. But here's the kicker - most agents are still doing it completely wrong!

I've been helping Canadian real estate agents and mortgage brokers absolutely dominate social media for years now. And let me tell you, the agents who "get it" are crushing their competition so hard it's not even funny. Meanwhile, others are still posting pretty listing photos wondering why their phone isn't ringing like it's 2015.

The secret? Shares are worth their weight in fucking gold.

When someone shares your content, they're basically giving you a personal endorsement to their entire network. It's like getting dozens of referrals with a single post - except it happens automatically while you're sleeping! One of my clients watched her competitor's silly meme about home inspections get 200 shares while her gorgeous sunset listing photo got... 12 likes. That's when everything clicked for her and she was like "Oh shit, I've been doing this all wrong."

The 5 Types of Content People Actually Want to Share

Motivational Stories That Pull at Heartstrings

Nothing - and I mean NOTHING - gets shared faster than a story that makes people feel something. One agent I work with posted about this young couple from Toronto who thought they'd never afford a home because of student debt and those absolutely insane GTA prices. She helped them find a first-time buyer program, and six months later they were holding keys to their dream townhouse in Mississauga.

That post got shared 60+ times in 48 hours. Why? Because literally everyone in the GTA knows someone who thinks homeownership is impossible right now.

Here's what works every single time:

• Client success stories (especially first-time buyers navigating those brutal CMHC requirements)

• Personal journeys from rookie agent to top producer

• Behind-the-scenes moments helping families through the stress of bidding wars

The key is raw, honest emotion. Don't just say "Helped another client secure financing." Instead, paint the fucking picture: "Sarah cried when she got pre-approved. Three months ago, she thought her credit score meant she'd be renting forever."

Call-to-Action Posts That Create Movement

I accidentally discovered this goldmine when I helped an agent in Vancouver post: "Drop your predictions: Will the mortgage stress test change in 2025?"

Holy shit. 156 comments and 73 shares later, we realized people absolutely love being part of something bigger than themselves. Like, they go CRAZY for it.

These work like absolute magic:

• Market prediction challenges about interest rates or housing supply

• Community spotlight campaigns for local businesses

• Charity tie-ins ("For every share, I'll donate $5 to local food banks")

Make the action crystal fucking clear. "Tag your favorite cafe shop" works way better than "Show some love to small business owners" People are lazy - tell them exactly what to do!

Memes and Humor (Yes, Really)

I used to think Canadian real estate was way too "professional" for memes. But, I was wrong about that one - like spectacularly wrong.

The most viral post I ever helped create? A meme about buyers in Toronto who want to see "just one more condo" after looking at 20 units. It got shared 287 times because every single agent and past client could relate to that exact frustration. We're talking about people tagging their friends like "This is literally us!"

The secret sauce that works every damn time:

• Common buyer frustrations (like losing those brutal bidding wars)

• Daily realtor life struggles (weekend showings, anyone?)

• Homeownership humor that hits way too close to home

Don't overthink this stuff. If something made your client laugh during a showing, there's probably shareable content hiding in that moment.

Controversial Takes That Spark Healthy Debate

This strategy scared one of my mortgage broker clients at first, but it's incredibly effective when done right.

She posted: "Your accountant is ruining your approval chances as a business owner" The comments section absolutely exploded. Some people disagreed, others shared their own financing experiences, and it got shared across multiple real estate Facebook groups.

Controversial doesn't mean offensive or unprofessional. It means challenging common misconceptions that hurt your potential clients:

• Debunking Canadian real estate myths (like needing perfect credit)

• Hot takes on Bank of Canada rate decisions

• Industry secrets about mortgage approval processes

Just make sure you can back up every single claim with facts. Controversy without credibility is just noise that hurts your reputation.

News and Pop Culture Tie-Ins

Timing is absolutely everything with this approach. When the Bank of Canada dropped rates last spring, I had clients immediately post videos explaining what it meant for buyers and sellers. Those posts caught the wave of interest and got shared by everyone who knew someone thinking about making a move.

What consistently works:

• Breaking news about interest rate changes

• Celebrity real estate stories (especially Toronto and Vancouver markets)

• New government programs affecting first-time buyers

The trick is speed and relevance. Be among the first to comment on news that affects your market, not the twentieth person saying the same thing.

The Biggest Mistake Most Agents Make

For months, I watched agents focus on making their content "perfect" instead of shareable. Perfect listing photos, perfect captions, perfect timing. Nobody shared any of it because it was boring as watching paint dry.

Then we started asking a simple question: "Would you share this post if you saw it from another agent?" Usually the answer was a hard no. The content was informative but had zero personality.

The breakthrough happened when they started creating content for their audience, not their ego. Instead of showcasing how amazing they were, they focused on helping, entertaining, or inspiring their followers.

Your Action Plan for Share-Worthy Content

Start with one type of shareable content and absolutely master it before moving to the next. I always recommend beginning with motivational stories because they're the easiest to create and perform consistently well in Canadian markets.

Document absolutely everything that happens during your day. That frustrating buyer who changed their mind five times? There's shareable content in that experience. The home inspection that found something completely unexpected? Perfect meme material right there.

Remember this: engagement follows shares, not the other way around. Focus on creating content people want to pass along to their friends and family, and the likes and comments will follow naturally.

The Most Important Question Before You Post: “Would I share this with a friend?”

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