How to Win Your Local Market on Instagram — The Playbook We Taught at EXP Con

Let's be real: Instagram isn't a magic trick. It's the most powerful, free local media platform you have in your pocket right now.

At eXp Con, Belle Tunstall and I broke down exactly how we use Instagram to become the local "news" people in our community actually trust. We covered how to stretch one client interaction into a week's worth of content and, most importantly, how we turn that attention into actual, closed deals.

This is the playbook we walked through. It’s bite-sized, actionable, and designed so you can start posting with purpose tomorrow.

1. Rebrand Yourself Intentionally (Be the Local Expert, Not Just "A Realtor")

Your Instagram is your digital business card. It needs to be crystal clear who you serve and what you cover. Belle’s advice is perfect here: “Decide how you want to show up—your tone, your delivery, and what people should think of you the second they land on your profile.”

Practical Tip: Put your town or region right in your bio. Change your display name to include your area (e.g., “Chris — Northern VA Real Estate”). Pin a short intro post that explains exactly what followers get by following you.

2. Be Local-First: 90% Info, 10% Real Estate

I call this "being the local news." People share new restaurant openings, community event schedules, and short history nuggets. That’s the content that gets shares and introduces you to people who aren't actively thinking about buying or selling yet.

Example: A quick reel: “Micron’s new investment: what it really means for jobs and housing in our town.” That gets shared by locals way more than a random listing photo.

3. Stretch Every Transaction into 10+ Posts

You're already doing the work, so document it. One deal isn't one "Just Sold" post. It's an "Under Contract" shot, an inspection day note ("Here's what we looked for..."), a clip of the client's review, the closing day photo, a market update from that week, neighborhood highlights, a behind-the-scenes Q&A on your Stories... you get the idea.

Belle’s Reminder: “If you’re at an appointment or open house, take short clips. Post to Stories first, then repurpose the best ones later.”

4. Stories Are Your Daily Engine—Use the Interactive Features

Stories are your daily touchpoint. Use Polls, question boxes, location tags, and quick "guess the price" games. These features invite DMs and build the personal connection that turns a follower into a client.

Pro Tip: Get comfortable with short video clips or even just voice-overs on your Stories. People connect to a real voice and personality faster than a static image.

5. Make Content That Gets Shared

Shares are Instagram's currency. The algorithm prioritizes content that gets shared. So, think "shareable": local memes (tasteful ones!), wild historical facts, "Top 5 Things to Do This Weekend," and useful market updates with bold, clear text.

Example: Find a weird local fact (e.g., “Did you know Chick-fil-A sauce was invented in [Town]?”) and make a simple carousel. People love sharing that stuff with neighbors.

6. Collaborate with Local Businesses (Use the Collab Feature!)

This is a simple B2B play. Collabs get you in front of their audience for free. Invite wineries, restaurants, gyms, and local shops to accept a collaborator tag on a "things to do" post. You both benefit.

Execution: Film a 30-second reel at a local coffee shop, tag them, and invite them as a collaborator. Boom—two audiences see your post.

7. Niche Down: Target Your Local Market, Not Other Realtors

This is the biggest mistake I see. Stop posting content for other realtors. Post for your future clients and neighbors. If your audience is local buyers and sellers, post about commuting, schools, restaurants, and local housing trends—not realtor-to-realtor memes.

The Litmus Test: Ask yourself, “Does this inform or help someone who lives in or is moving to my town?” If yes, post it.

8. Repurpose, Pin, and Recycle Smartly

Turn your long-form content (podcasts, YouTube driving tours) into short, punchy reels and stories. Pin 1-2 of your highest-performing posts to your profile as social proof.

Quick Rule: Short reels, under 30 seconds, are king for discovery right now.

9. Convert Followers into Conversations (Get Them Off Instagram)

Always have a next step. Your goal isn't just to have followers; it's to start conversations. Get them on a Zoom call, a phone call, or into your CRM. I prioritize getting people into a three-way text with a lender as fast as possible.

Example Script: “Hey — saw you were liking the posts about [Area]. Are you free for a quick 15-minute Zoom this week to map out a plan? No obligations.”

10. Systems, Consistency, and Follow-Up Win

Post consistently, but don’t force a persona that isn’t you. Belle said it best: “If you don’t want to be on camera, honor that. Be genuine.” Consistency will always beat sporadic, forced attempts at "going viral." Use a CRM to follow up with the leads you generate. Treat social like the lead-gen and relationship-building tool it is.

Bonus Tactical Tips from Our Q&A

Quick Hooks: Start your reels with a one-line hook: “Here’s what $X gets you in [Neighborhood]” or “3 things you didn’t know about [Town].”
Sound Matters: Good audio (a simple lav mic) instantly makes your reels look more professional.
Don't Over-Hashtag: Focus on shareability and a few key local tags.
Pin Your Best Post: It’s the first impression for new profile visitors.

Common Mistakes to Avoid

Targeting other realtors instead of local consumers.
Waiting for "perfect" content. Imperfect, consistent content beats perfect, sporadic posts every single time.
(For Team Leads): Giving high-value paid leads to brand-new agents before they’ve proven they can convert. Protect your lead ROI.

A Few Things to Try This Week

Post one local news reel (under 30s).
Post one story series from an open house or showing.
DM 10 people who replied to one of your stories in the last week.
Invite one local business to a collab post.
Pick one client interaction and stretch it into at least 5 pieces of content.

See This Playbook in Action

This is the exact strategy we use every day. To see how we put these concepts into practice, follow our team on Instagram at @chriscolganteam and check out our main site at ColganTeam.com.

Quote to Remember: “The quality of your community is a direct reflection of what you make non‑negotiable.”

What you put out consistently is what you attract. Now go do it.

— Chris Colgan Chris Colgan with EXP Realty - Powered by Place ColganTeam.com Instagram: @chriscolganteam

Posted by Chris Colgan on October 25th, 2025

Real Nova Network by Chris Colgan