In the 488th episode of the Mail-Right Show, Jonathan Denwood and Robert Newman break down how Instagram has changed in 2025—and why it has gone from a “nice-to-have” to a “must-have” for real estate lead generation. Jonathan is the co-founder of Mail-Right, a platform that builds WordPress real estate websites and bundles them with a CRM and digital marketing tools. Robert is the founder of InboundREM, an SEO-focused marketing company that helps real estate professionals generate leads through long-term inbound strategies.
1. Why Instagram Matters More Than Ever in 2025
For years, Instagram was treated mostly as a branding tool, not a serious SEO or lead-generation platform. That changed in July 2025, when Instagram made its web content readable and indexable by Google. Robert explains that this update means Instagram videos can now appear in Google’s video search packs alongside YouTube content on real estate-related searches.
This shift has two big consequences. First, agents who were already posting consistently on Instagram gain a new layer of visibility: their short-form content can now show up when buyers and sellers search for neighborhoods, communities, or topics related to real estate. Second, Instagram can no longer be treated as an optional add-on if you care about being found online. It becomes part of a multi-platform video strategy.
The recommended workflow is simple: create a video, publish it on YouTube first (where you can fully optimize titles, descriptions, and keywords), then repurpose the same content on Instagram. This gives the same piece of content two chances to rank and be discovered—on a search-first platform and on a social-first platform—without doubling your workload.
Jonathan adds that SEO experts increasingly point out how Google now indexes video across platforms: Instagram, TikTok, LinkedIn, and of course YouTube. Video with a real person on screen is hard to duplicate and easier for algorithms to trust. That makes it valuable not just for engagement but for search visibility and long-term branding as well.
2. Become the “Digital Mayor” of Your Local Area
One of the core Instagram strategies discussed in the episode is positioning yourself as the “digital mayor” of your town, city, or niche area. Instead of only posting listings, you become the person who keeps the community updated on what is happening locally.
This type of content can include new restaurants, local services, popular businesses, community events, or anything that shapes what it feels like to live in your market. When you highlight a local business or service, you are not just filling a content slot—you are showing that you know the area, the people, and the resources your clients care about.
Jonathan notes that this also opens the door for cooperation. If you feature a local restaurant, shop, or service provider in a short Instagram video and then send it to them, many will feel positive about being promoted and will happily share or repost it. That cross-promotion helps your content reach new audiences while deepening your relationships with local owners and influencers.
Over time, this “digital mayor” approach makes you the person people think of when they want to know what is going on in your town or neighborhood. You are not just the agent who sells houses; you become the go-to source for local information, which naturally leads to more conversations and more leads.
3. Use Coming-Soon and New-Build Content to Spark Interest
Inventory remains a major driver of attention in real estate, and the show highlights two powerful Instagram content types tied directly to that: coming-soon properties and new-build developments.
“Coming soon” videos create anticipation. You can show quick glimpses of a home, talk about the general location and features, and then invite viewers to click a link or visit a landing page for more details. Jonathan recommends not giving everything away in the post itself. Instead, you use the video to create curiosity and then direct people to a place where you can capture their name and email. That way, each piece of content isn’t just a view—it becomes a potential lead.
New-build and new-home content is another major opportunity, especially in markets where large national or regional builders are active. Over the last few years, many builders have been offering significant incentives: rate buydowns, discounts, and various cash offers. Savvy agents who built relationships with these builders and developments have often found them to be a “lifeboat” during tougher resale markets.
Even if you do not yet have a formal relationship with a builder, creating Instagram videos about new communities, model homes, or upcoming phases still puts you in front of people searching for new construction. Robert points out that once you already have content ranking or being shared about a specific community, it becomes easier to approach the builder and show you are bringing attention—and potentially buyers—to their projects.
4. Turn Closings into Powerful Content: “Just Sold” and Testimonials
The episode also emphasizes that closings are not just the end of a transaction; they are the beginning of some of your best content opportunities. “Just sold” videos and client testimonials can be turned into short, engaging Instagram posts that prove your competence and show real results.
A simple “We sold this home” graphic is easy, but the more powerful approach is to share a bit of the story behind the sale. Jonathan suggests talking about the challenges involved in helping a buyer or seller and how you overcame them—tight timelines, financing hurdles, multiple-offer situations, or tricky negotiations. When you pair that story with a testimonial from the client, you create a mini case study in video form.
Robert notes that this matters because, in many markets, the overall reputation of the real estate industry is mixed. Truly competent agents who consistently earn four- and five-star experiences for their clients need a way to make that visible. Short Instagram videos where clients describe how you helped them navigate problems, stay calm, and reach their goals are one of the clearest ways to do that.
These “just sold” and testimonial clips work on multiple levels: they reassure potential clients that you know what you’re doing, they humanize your brand, and they create proof that other people have trusted you with one of their biggest financial decisions.
5. Share Your Story: “Who Am I?” Videos That Build Trust
Finally, the episode encourages agents to use Instagram to answer a simple but important question: “Who am I, and why did I get into real estate?”
People already assume you want to earn a living from this career, but they also want to know what else is behind your decision. Do you love homes and architecture? Are you passionate about helping families settle into a new area? Do you enjoy solving complex, emotional situations and guiding people through big transitions? These motivations make you more relatable and memorable.
Robert connects this to the classic “hero’s journey” story structure: you face challenges, work hard, learn from experience, and eventually become someone who can help others through the same kinds of challenges. When you share even a small piece of that journey on video, viewers see you as more than a face on a business card—they see a real person who understands the ups and downs of the industry and is committed to sticking with it.
Jonathan points out that real estate is a demanding business with unusual hours, emotional ups and downs, and constant pressure. If you are going to last, you have to genuinely like the work and the world of property. Short “who am I” videos give people a window into that commitment and into the personality behind the brand.
Taken together, these strategies—local “digital mayor” content, coming-soon and new-build videos, just-sold stories, client testimonials, and personal origin stories—show how Instagram can be used in 2025 for more than pretty pictures. Used consistently, and now fully tied into Google’s indexing, it becomes a serious lead-generation engine and a core piece of a modern real estate marketing plan.
