Ep. 130 - How to Grow Your Business with Instagram

Geoff interviews Instagram expert Jenn Herman on how mortgage LOs and real estate agents can use Instagram effectively for business. Covers content strategy, stories format, video length, and when Instagram is (and isn't) worth your time. Best for LOs who are curious about Instagram but haven't committed to a strategy yet.

Takeaways you can run this week

• Spend one week as a pure consumer on Instagram before posting anything: follow colleagues, local businesses, and community accounts to learn how content flows, how to like, comment, and DM — so you're not figuring out the interface while also trying to create.
• Commit to one post per week minimum. That single post should educate or entertain your local audience (e.g., upcoming community events, school ratings, park highlights in your farm area) — not promote your rates or products.
• Use Instagram Stories for time-sensitive content only (open houses, events, rate alerts). Plan a 5–7 segment story sequence in advance: exterior shot → front door walk-in video → living room photo → kitchen photo → backyard video → master bedroom photo. Upload them in sequence from your camera roll.
• Apply the 'litmus test' Jenn gives: if the post is about something that matters to YOU (your promotion, your award, your product), don't post it. If it matters to YOUR AUDIENCE, post it.
• Start a 'content stockpile' habit: every time you're out in your market area, take 2–3 photos — architecture, parks, busy intersections, sunsets. Drop them in a Dropbox folder. In 30 days you'll have a library to pull from so you're never posting nothing.
• Only get on Instagram if you'll actually use it. If your audience is already highly active on Facebook and you'd be faking enthusiasm on Instagram, skip it — a half-hearted presence hurts your brand more than no presence.

The playbook

1. Step 1 — Lurk first: Spend 7 days as a user only. Follow 20+ local accounts, like posts, send a few DMs. Learn the interface before creating anything.
2. Step 2 — Set up a content stockpile: Commit 30 days to photographing everything in your market — events, neighborhoods, landmarks. Store in Dropbox or phone album.
3. Step 3 — Plan your feed content: Pick one day per week to post. Choose a local/community topic valuable to buyers and non-buyers alike. Pair a strong photo with a short, value-driven caption.
4. Step 4 — Plan your Stories sequence: Before any event or open house, write out 5–7 moments you want to capture (exterior, interior, crowd, signage, etc.). Collect clips in real time, then assemble in the app.
5. Step 5 — Upload Stories: Select photos/videos from camera roll in sequence, add text overlays using the 'Type' feature for details like address/time, apply filters/stickers, and upload all segments together. Keep total story under ~1 minute (4–6 segments).
6. Step 6 — Audit monthly: Ask 'did any post this month make it about me instead of my audience?' Cut that content type going forward.

Worth quoting

“If it matters to me, don't post it. If it matters to them, post it.”

“You're already watching all the content you're too afraid to create.”

Best for

LOs who have thought about using Instagram but keep putting it off because they don't know what to post or how the platform works.