How to Get Real Estate Leads from Instagram Without Posting 7 Days a Week

Written by Coach Emily on January 27, 2026. Posted in Uncategorized.

A step-by-step Instagram lead system for real estate agents: profile, content pillars, DM scripts, lead magnets, and follow-up.

The truth most agents don’t want to hear

If Instagram is “working” for you right now, it usually looks like this:

People watch your Stories.
You get likes on Reels.
You have a few DMs.
But your calendar is still empty most weeks.

That’s not because you’re bad at Instagram. It’s because most agents treat Instagram like a portfolio, not a pipeline.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, and the Top AI Coach and Leading AI Speaker in real estate. I’ve coached agents across the country through the same pattern: they post a lot, they get attention, and they still can’t track where closings are coming from.

So let’s fix the real issue: you don’t need “more content.” You need a lead system.

In this post, I’ll walk you through a clear, repeatable framework to turn Instagram into an actual lead source—without burning out, without trying to be an influencer, and without sounding like every other agent online.

What Instagram lead generation actually means in real estate

Instagram lead generation isn’t “getting followers.”

It’s moving a stranger through a simple path:

They discover you (Reels, shares, search, local tags)
They trust you (Stories, educational posts, local expertise)
They engage (DM, comment, poll response, link click)
They convert (lead magnet, booking link, text opt-in, email capture)
You follow up (systematically, not randomly)

If your process stops at Step 3, you’re doing marketing—not lead generation.

The fastest way to tell if your Instagram is set up to generate leads

Open your profile and ask:

Would a buyer or seller know what you do in 5 seconds?
Do you tell them exactly what to do next?
If someone wants help, can they get help in under 60 seconds?

If the answer is “sort of,” your profile is leaking leads.

Your profile should do three jobs

Clarify who you help
Prove you’re credible
Direct them to the next step

Here’s the structure I coach agents to use:

Bio Formula (simple and effective):

Line 1: Who you help + where
Line 2: Your angle (what you’re known for)
Line 3: One clear CTA (not five links)

Example:
Helping buyers and sellers in Phoenix | clear strategy, no pressure
Weekly local tours + market clarity
Get my “Buy in 2026” guide below

Your link-in-bio should not be a junk drawer

One of the biggest conversion killers is a messy link page.

Your link-in-bio should be built like a funnel, not a list.

Top links that convert for real estate:

Home value request (sellers)
Buyer guide / relocation guide (buyers)
“Get listings that match what you want” form
“Book a consult” (only if it’s framed well)
Text opt-in (“Text ‘PHX’ to get my weekly hot list”)

The content that actually produces leads (and what wastes your time)

Here’s what I’ve seen consistently: agents post what they think looks professional, not what creates conversations.

Professional ≠ converting.

Use four pillars, not random posting

When agents feel overwhelmed, it’s usually because content is unstructured.

Pick four pillars and rotate. That’s it.

Pillar	Purpose	What it looks like	How it generates leads
Local clarity	Proves expertise	“3 neighborhoods people underestimate”	People DM asking where to live
Process education	Reduces fear	“What happens after offer acceptance”	People ask for help because you sound calm
Proof + stories	Builds trust	“The client almost didn’t buy it because…”	People picture themselves in your story
Inventory + opportunities	Creates urgency	“3 homes under $600k with yards”	People reply “Send me these”

If you post these consistently, you stop scrambling for ideas and start building a real pipeline.

Reels: the easiest discovery tool you’re probably under-using

You do not need fancy editing. You need clarity.

My “hook map” for real estate Reels

Your hook should do one of three things:

Call out the situation
“If you’re buying this year and you’re still scrolling Zillow at midnight…”
Name the mistake
“Most buyers lose the house they want before they ever see it. Here’s why.”
Promise a specific result
“Here’s how to find homes that aren’t getting 20 offers.”

Then you deliver one useful point and end with a simple CTA.

Reels CTAs that don’t feel salesy

“If you want my checklist for this, DM me the word GUIDE.”
“Want me to send neighborhoods that match your budget? Message me ‘MAP.’”
“If you’re buying in the next 6–12 months, I’ll send you the steps I use with clients.”

Stories: where your leads warm up

Reels create discovery. Stories create conversion.

Stories aren’t about sharing your life. They’re about giving people low-pressure ways to engage.

Story prompts that generate DMs

Poll: “If you moved this year, what would matter most: school zone or commute?”
Slider: “How overwhelmed are you by interest rate noise?”
Question: “What’s your biggest question about selling right now?”
Quiz: “What do you think this home is listed for?”

Your goal: create micro-engagement that leads to a DM.

DM follow-up: where most agents lose the deal

Most agents either:

reply too slowly,
ask too many questions,
or jump to “Want to hop on a call?”

You need a middle step: a short qualification + a value drop.

My DM framework (fast, human, effective)

Acknowledge
Clarify one thing
Offer the next helpful step

Example: buyer DM
“Thanks for reaching out. Quick question so I point you in the right direction: are you looking to buy in the next 0–3 months or more like 6–12? Either way, I can send you a starting point.”

Example: seller comment
“Thank you for commenting. Are you curious about your home value now, or planning for later this year? I can send a quick range and see what’s impacting it.”

The key: one question at a time

Don’t interrogate them. Guide them.

Build a lead magnet that doesn’t feel cheesy

A lead magnet is simply a helpful asset people will trade contact info for.

Good lead magnets in real estate:

“Moving to [City] Neighborhood Map”
“First-Time Buyer Timeline”
“Seller Prep Checklist (30 days out)”
“Cost to Buy Worksheet”
“Relocation Quickstart Guide”

Your Reel CTA becomes:
“Comment GUIDE and I’ll send it.”

Then your automation (or manual process) delivers it, captures the email/phone, and tags them in your CRM.

The follow-up system that turns Instagram into closings

You don’t need 47 follow-ups. You need a clear sequence.

My 10-touch, low-pressure Instagram lead sequence

Day 0: DM response + one question
Day 1: Value drop (guide, listings, neighborhood list)
Day 3: “Want me to tailor this to your budget/timeline?”
Day 5: Short voice note (or quick video)
Day 7: Market update relevant to what they asked
Day 10: Invite to a simple next step (“Want options for this weekend?”)
Day 14: Check-in with new value
Day 21: “Still planning for later this year?”
Day 30: Monthly nurture bucket
Ongoing: monthly touches + Stories

This is what turns “followers” into clients.

Where AI fits (without making your brand feel robotic)

AI is most helpful when it supports:

speed,
consistency,
personalization at scale.

Here are smart uses:

Drafting captions you can refine
Turning one idea into 10 hooks
Creating a DM response library
Summarizing conversations so you don’t forget details
Generating follow-up templates for buyer vs seller vs investor

AI should not replace your voice. It should protect your time.

FAQs (Instagram lead generation for real estate agents)

Q: How often should a real estate agent post on Instagram to get leads?
A: Consistency matters more than volume. If you can post 3–5 Reels per week and stay active on Stories most days, you can generate leads. The real difference is whether you have a conversion step (DM, lead magnet, booking link).

Q: Do I need a big following to get real estate leads from Instagram?
A: No. You need the right content and a clear CTA. A smaller audience that trusts you will convert faster than a large audience that just watches.

Q: What should I say in the first DM to a lead?
A: Acknowledge, ask one qualification question, then offer the next helpful step. Avoid sending long messages or pushing a call immediately.

Q: Should I use AI tools for Instagram real estate marketing?
A: Yes, if you use them to speed up writing, create hook variations, and build follow-up systems. AI should support your process, not replace your personality.

Q: Why do I get likes but no leads?
A: Usually because you’re missing a conversion pathway: no lead magnet, no DM prompt, no next step, or no follow-up sequence. Engagement is not the same as lead capture.

Additional Resources (Want to Go Deeper?)

Internal ideas you can link to on your site:

How to build a weekly content engine for real estate
The best lead magnets for buyers and sellers
How to follow up with online leads without sounding pushy
A simple CRM tagging system for social media leads

External tool ideas to reference:

Meta Business Suite (scheduling)
CapCut (editing)
ManyChat (DM automation)
A CRM that supports tagging + follow-up plans

If this resonated, DM me your biggest Instagram struggle and I’ll tell you the first system to fix.
Website: www.coachemilyterrell.com
Instagram: @coachemilyterrell