A Guide to Instagram Stories for Mortgage & Real Estate Professionals

Not all content is designed to live permanently on your feed. 

The internet may be forever, but sometimes not every social media post needs to be.

Sometimes there are social posts that won’t be relevant in a month, or even a week. So instead of filling up your profile grid with posts that have no value, shouldn’t there be a way to post things to your followers that is more…immediate?

Luckily, we have something that mortgage and real estate professionals can use – that is, Instagram Stories.

What are Instagram Stories?

Stories is an Instagram feature that allows users to share photos and videos that disappear after 24 hours.

Stories have become immensely popular on Instagram due to their dynamic and visually appealing format, with millions of users worldwide sharing Stories daily.

Stories appear at the top of the Instagram feed and can offer a more spontaneous and authentic glimpse into users' lives compared to regular posts by providing a casual, temporary way for users to share moments throughout their day using creative tools like filters, stickers, text, and drawing tools.

Instagram Stories are significant for social media marketing because they offer creators and businesses a way to engage with their audience in a more immediate and authentic manner.

With features like swipe-up links and interactive elements, Stories also enable businesses to drive traffic, increase brand visibility, and foster stronger connections with their followers in a dynamic and visually appealing format.

So let’s review strategies for how to start using stories as part of your social media marketing strategy.

How are Instagram Stories Used?

With Instagram Stories, users can:

• Share photos taken from their camera roll or captured with the in-app camera feature.
• Share short video clips, ranging in length from a few seconds to several minutes
• Add text captions, emojis, and various stickers to enhance their Stories
• Use interactive features such as polls, quizzes, questions, and countdowns to engage with their audience and gather feedback.

How are Instagram Stories Different from Other Content?

Unlike most platforms, where posts live permanently on your feed (anyone remember the early Facebook status days? We shudder to recall…), Stories on Instagram are temporary and disappear after 24 hours.

On Instagram, Stories are front and center at the top of the app. They're the first thing users see when they open the app, displayed in a row across the screen. This prime spot ensures that Stories grab attention right away.

Plus, the app's algorithm often shows Stories from accounts users interact with the most. So, being in this top location boosts the chances of Stories getting noticed by followers. It's a smart way for creators to reach their audience quickly and effectively.

A Different Visual Approach

As for style, Instagram Stories offer a more spontaneous and unfiltered approach compared to traditional posts.

With features like stickers, filters, and drawing tools, creators can infuse their Stories with personality and creativity, showcasing their unique style and perspective. The temporary nature of Stories encourages a casual, in-the-moment vibe, allowing for quick updates, behind-the-scenes glimpses, or playful interactions with followers.

Intent in Instagram Stories can vary from sharing personal moments to promoting products or services. Creators can use Stories to engage their audience with interactive features like polls or quizzes, or to drive traffic to their website or other social media channels.

The blink-and-miss-it nature of Stories is also great for time-sensitive promotions or announcements, creating a sense of urgency and encouraging immediate action from viewers.

Whether it's capturing a momentary scene or sparking meaningful interactions, Stories continue to shape the way users engage with content on Instagram.

Use Cases for Stories Over Posts

Stories are perfect for delivering real-time updates such as live event coverage, breaking news, or behind-the-scenes glimpses, keeping audiences informed and engaged in the moment.

Because Stories also create a sense of urgency due to their temporary nature, they are ideal for encouraging immediate action from viewers who fear missing out on exclusive content or limited-time offers.

Where Stories excel over regular posts

Banks or financial institutions can use Stories to quickly share updates on loan rates or financial news, leveraging the urgency of Stories to prompt viewers to reach out for more detailed information or to take action.

Businesses can also showcase client testimonials or success stories through Stories, adding authenticity and immediacy to their brand narrative.

Hosting interactive Q&A sessions via Stories also allows for direct interaction with the audience in real-time, fostering engagement and building a sense of community around the brand or individual.

Why Loan Officers Should Be Using Instagram Stories

In today's digital age, having a strong social media presence is crucial for loan officers to connect with potential clients and build credibility in their industry. Platforms like Instagram offer a visual and engaging way to showcase expertise while curating a personal connection with a broader audience.

Benefits of using Stories for marketing efforts

Instagram Stories offer loan officers an interactive platform to engage with their audience on a personal level, beyond just mortgage-related content.

Integrating personal aspects of their day into Stories can humanize their brand and foster deeper connections with followers.

For instance, loan officers can post polls asking their audience what they should have for lunch, share recommendations for local amenities or events, or even provide glimpses into their hobbies or interests outside of work.

These personal touches not only make the loan officer more relatable but also encourage followers to actively participate in their Stories, increasing overall engagement.

Additionally, showcasing aspects of personal life allows loan officers to build trust and credibility with their audience, as it demonstrates authenticity and transparency.

Ultimately, leveraging personal aspects in Instagram Stories can help loan officers create a more well-rounded and engaging online presence, further solidifying their position as trusted advisors in the mortgage industry.

How to Create an Instagram Story

Here is how to create an Instagram Story in a few steps:

Step One: Open the Story Feature

Tap your profile picture or swipe right to access the camera

Step Two: Capture or upload content

You can upload photos or video directly from your Photo Library

Standard

Just your standard photo or video.

Text Create

This option will provide you with a solid or gradient color background on which you can type out text in various fonts. These are a great way to pose questions, tie other Stories together with text or provide simple updates. You can change the color of the background by tapping the little colored circle in the bottom right of your screen.

Boomerang

A really short video that plays forward and backward on a loop.

Layout

A collage of different photos

Hands-free

Record your Story hands-free with this convenient feature

Dual

Records with both front and rear camera, with one recording in a small PiP (picture-in-picture) frame

Step 3: Use Story features for engagement

Add drawings or filters

Incorporate stickers or interactive features

Step 4: Share your Story

Share with "Your Story", your Close Friends list, or send it directly

And you're done! Your Story will be visible to your followers for 24 hours.

Tips for maximizing engagement and visibility

If you want to use Stories to improve your engagement, post Stories regularly to keep your audience engaged and your brand top-of-mind. The more you use Stories, the more ways you'll find to use them to effectively keep your content in front of your audience and find ways to engage with them.

The more consisitent you are with posting, whether to your Timeline, Reels or Stories, the more that your followers will tune into you.

Try using interactive elements such as polls, questions, and quizzes to encourage audience participation and engagement.

And just like with content in the Instagram feed, it’s helpful to prompt viewers to respond or interact with your Story by asking questions, soliciting feedback, or inviting them to share their thoughts.

What are Instagram Close Friends Lists?

Instagram Close Friends Lists allow users to share Stories with a select group of people instead of their entire follower base.

This feature is ideal for sharing more intimate or exclusive content with a specific audience segment, such as close friends, family, or VIP clients.

Tips for Utilizing Close Friends Lists

1. Segment Your Audience: Create different Close Friends Lists based on specific criteria such as interests, location, or relationship to tailor content to each group.
2. Offer Exclusive Content: Use Close Friends Lists to provide exclusive behind-the-scenes footage, special promotions, or sneak peeks of upcoming products or services.
3. Foster Community: Encourage interaction and engagement within your Close Friends List by asking questions, hosting Q&A sessions, or sharing personal stories that resonate with the selected audience.
4. Maintain Transparency: Clearly communicate the benefits of being on your Close Friends List and ensure that the content shared remains relevant and valuable to the recipients.

Tagging Others and Resharing Content

Tagging other users in Stories and resharing their content can be powerful tools for increasing engagement and building relationships within the Instagram community.

1. Tagging: When appropriate, tag relevant users, businesses, or influencers in your Stories to give them credit for their content, collaborate on projects, or spotlight their contributions to your brand.
2. Resharing: Share user-generated content, positive reviews, or testimonials from satisfied clients to showcase social proof and authenticity. Always seek permission before resharing someone else's content and give proper credit.

Conclusion

In conclusion, Instagram Stories offer loan officers a versatile platform to connect with their audience, share valuable content, and build meaningful relationships. Leveraging features like Close Friends Lists, tagging, and resharing can enhance engagement and amplify brand visibility.

With tools like SocialCoach, managing social media marketing, including Stories, becomes more efficient and effective, ensuring consistent presence and engagement across multiple platforms.

Learn more about how SocialCoach can help you to embrace the power of Instagram Stories to elevate your social media strategy and establish yourself as a trusted authority in the mortgage industry.