25 Best Real Estate Instagram Accounts to Follow

The fastest way to sharpen your real estate Instagram is to study accounts that are already working. Browse this list of 25, identify two or three whose style fits your market, and borrow their best moves.

Each account is annotated by category, content style, and the one lesson it teaches most clearly. Treat this as a working reference, not a passive scroll list.

25 real estate Instagram accounts to follow in 2026

The 25 best real estate Instagram accounts span five categories: luxury listing showcases, coaching educators, relatable content creators, brokerage brands, and industry reference media. Each teaches a different content skill, from hook writing to visual consistency.

Luxury and listing showcase

Ryan Serhant (@ryanserhant) posts listing tours, business content, and behind-the-scenes of high-volume deal-making from New York and nationally. Every post builds toward a larger narrative, giving viewers a reason to return. His Reels typically open on movement, a door swinging open or a camera gliding toward a view, earning the first three seconds before the home is fully revealed.

Fredrik Eklund (@fredrikeklund) mixes luxury listing reveals with lifestyle moments and personal content. Market posts and personal life coexist on one profile without competing. His listing cover frames almost always highlight the single most dramatic room in the property.

Josh Flagg (@joshflagg1) posts Beverly Hills and Bel-Air architectural tours. The pattern is clean, wide shots with minimal graphic overlays. The home carries the post, and the caption delivers the key facts: price, beds, square footage, and a question to spark comments.

Josh Altman (@thejoshaltman) leads with fast, high-energy market commentary and listing previews. His format shows how to make a market update feel urgent in under 30 seconds. Short captions, bold statements, direct delivery.

Tracy Tutor (@tracytutor) blends luxury listings with candid agent-life content. Viewers know her voice and point of view before the listing details arrive. Personality anchors the feed.

Aaron Kirman (@aaronkirman) posts ultra-luxury architectural properties in Los Angeles. Watch how he photographs glass, water, and light. One compelling visual detail carries a post further than five average shots of the same room.

Mauricio Umansky (@mauricioumansky) runs a mix of listing showcases and brand-building content for The Agency. His profile demonstrates how a team leader can simultaneously highlight the brand, the agents, and the listings without any one element crowding the others.

Coaches and educators

Tom Ferry (@tomferry) runs one of the largest real estate coaching brands on the platform. His short-form videos cover scripts, lead generation, and market positioning. The format: tight talking-head clips with text overlays restating the key point, built for sound-off viewing.

Katie Lance (@katielance) focuses on social media strategy built specifically for real estate agents. Her posts break down what content formats perform, why they work, and how to plan a calendar around them. If you want to understand real estate social media from the inside, her account is a direct reference.

Chelsea Peitz (@chelsea.peitz) covers video marketing and personal branding for agents. Her content is instructional and practical, focused on what an agent can execute this week with a phone and a simple editing workflow.

Krista Mashore (@kristamashore) posts video marketing training, behind-the-scenes of her own campaigns, and lead generation tactics. The mix of teaching and process transparency is the model: she shows both the result and how she got there.

Brian Buffini (@brianbuffini) focuses on relationship-based business building. His content is primarily motivational and educational, aimed at agents building a long-term referral business through consistent client care.

Grant Cardone (@grantcardone) covers real estate investing, sales, and business growth. His production quality is high and his hooks are direct. Useful for agents who want to study direct-response content formats, even if his investor focus differs from residential listing work.

Relatable and creative content creators

Glennda Baker (@glenndabaker) posts from Atlanta and is known for story-driven reels covering the emotional side of real estate transactions. Her format: a direct-to-camera opening hook, often a surprising statement, followed by a personal story. High save and share rates follow from content that buyers and sellers recognize themselves in.

Matt Lionetti (@matt.lionetti) uses humor and self-aware marketing to stand out in a category where most content looks identical. A distinct tone is a positioning strategy. In a competitive market, a recognizable voice builds audience faster than high production value.

Andres Asion (@andresasion) posts from South Florida, mixing luxury listing content with neighborhood storytelling. His account shows how to make a local market feel like a destination, which matters for agents working to attract out-of-state buyers.

Brandon Mulrenin (@brandonmulrenin) posts prospecting training and sales coaching, primarily short clips dissecting a single tactic. Educational content with a clear “who this is for” attracts the right audience rather than the broadest one.

Jimmy Rex (@mrjimmyrex) covers mindset, business building, and lead generation. His posts are direct and personal, with a format that works for agents building a personality-first brand in their local market.

Brokerage and brand accounts

Compass (@compass) posts clean luxury listing photography with consistent visual branding across every frame. The grid reads as a design asset. Uniformity across posts builds a visual identity faster than variety.

Sotheby’s International Realty (@sothebysrealty) posts aspirational global luxury with a magazine-quality aesthetic. The account models how to make listing photography feel editorial. Cover frames are chosen with the same care as a print campaign.

eXp Realty (@exprealty) posts agent culture, testimonials, and company milestones. The content targets recruiting as much as listing, which shows how a brokerage brand uses Instagram to grow an agent base alongside a buyer and seller audience.

Keller Williams (@kellerwilliamsrealty) runs a mix of market education, agent spotlights, and brand content. The agent spotlight format, a short profile of a team member or a day-in-the-life clip, is worth borrowing for any team leader running a team account.

Industry media and tools

Inman (@inmannews) covers real estate industry news, market trends, and technology shifts. Follow for staying current on what the broader industry is discussing, not for a posting style to replicate.

The Close (@theclosedotcom) posts agent training content, tool reviews, and marketing tactics. Practical and research-backed, it is a solid source for content ideas to adapt and test in your own market.

Coffee and Contracts (@coffeecontracts) posts templates, caption ideas, and social media strategy tools built for real estate agents. Their account previews the types of ready-made content calendars and post designs they offer.

What to borrow from these real estate Instagram accounts

Each category teaches one specific skill: luxury accounts teach cover-frame selection, coaching accounts teach save-worthy formatting, creator accounts teach hook construction, and brand accounts teach visual consistency. Identify which skill your current content lacks, then study that category.

Luxury accounts show the power of the cover frame. The thumbnail that stops a scroll is almost always the single feature that sells the home: a pool at dusk, a kitchen with 14-foot ceilings, a view from a corner suite. A technically strong listing tour stays invisible if the cover frame is the entry hallway.

Coaching accounts show how to earn saves. Instagram treats a save as a stronger signal than a like, per the platform’s official ranking breakdown, and a teaching post with one clear takeaway earns saves reliably. State the tactic upfront in the first sentence, demonstrate it in the clip, and restate it in the caption.

Creator accounts show how to write a hook. Glennda Baker and Matt Lionetti both open with a statement that creates tension, either a surprising claim or a scenario the viewer recognizes. Write the first sentence of your caption before anything else.

Brokerage brand accounts show the value of visual consistency. A grid that follows two or three rules, same color palette, same text placement, same cover-frame composition, builds trust faster than varied posts. Hold those rules for 30 days and the profile starts to read as intentional.

For a full list of what to post, real estate instagram post ideas covers 50 formats you can schedule this week. The real estate instagram strategy guide explains how to build the posting system around them.

Common Instagram mistakes real estate agents make, and quick fixes

The most common Instagram mistakes are structural: a weak first frame, a caption that describes the post instead of creating tension, missing subtitles on video, and posting gaps that signal an inactive account.

No hook in the first three seconds. On Reels, viewers decide within three seconds whether to keep watching, a critical window that Meta for Business calls the hook moment. A video that opens on a slow exterior pan with no text or movement loses them before the standout rooms appear. Fix: add a text overlay on the first frame with the price, the key feature, or a short bold statement about the property.

“Just listed” as the entire caption. A caption that reads “Just listed, 3 bed 2 bath, link in bio” misses the chance to earn a save, a share, or a comment. Fix: open with the feature that sells the home, deliver the facts in the second sentence, and close with a question or a direct next step.

No subtitles or captions on video. Most Instagram video is watched without sound, especially on mobile in public spaces. A listing tour with no text overlays loses every viewer who cannot turn on audio. Fix: burn in captions through CapCut, through Reels’ native text tool, or a dedicated captioning app before posting.

Irregular posting gaps. A profile that posts four times one week and nothing for three weeks reads as inactive to the algorithm and to new visitors. Fix: a batch session once a week, creating and scheduling three or four posts at once, keeps the cadence without requiring daily creation time.

Generic hashtag blocks. A wall of 20 broad hashtags at the bottom of every caption reads as low effort and rarely improves reach. Fix: use five to eight specific hashtags per post, mixing location, property type, and niche. The real estate hashtags guide has a curated list organized by market type.

For a broader view of what works across all platforms, real estate social media marketing covers platform-specific strategies for agents at every stage.

How to study these accounts and build a reference collection

Build a reference collection rather than a passive scroll habit. A focused 15-minute weekly review of three accounts produces more actionable insight than scrolling daily without intent.

Open Instagram and create a saved-posts collection called “Reference Posts.” Each week, spend 10 minutes across three accounts from the list above: one luxury agent, one educator, and one relatable creator. Save every post that makes you stop scrolling and ask yourself why it worked, what format it used, and what the opening line was.

At the end of the month, review the saved collection and look for patterns. What type of opening hook appears most often? What caption structure shows up on posts with the most comments? What visual element appears on every high-performing cover frame? Those patterns are worth borrowing.

Test one borrowed format per week on your own profile. Track reach and saves for that post against your baseline. After a month, you have real data calibrated to your market and your audience.

How we selected these 25 real estate Instagram accounts

These accounts were chosen on content quality, posting consistency, and what a working agent can realistically learn and replicate, not on follower count.

Vanity metrics are a poor selection signal. An account with 600K followers built over a decade on a different algorithm offers little that applies directly to an agent building a profile today. The accounts above were selected because each one does at least one thing demonstrably well that any agent can study and apply in their own market.

The five categories reflect the range of what real estate Instagram actually contains: aspirational property content, instructional business content, personality-forward relatable content, corporate brand content, and industry reference material. A balanced follow list draws from each category.

The list excludes accounts that post listings with no educational or entertainment value, accounts that have not posted consistently in the last 90 days, and accounts that rely on paid engagement tactics that inflate metrics without reflecting real audience interest.

Apply what you have learned to your own account

The fastest way to act on what these accounts teach is to make a listing video from your photos and post it. Reels are among the strongest reach formats on Instagram for reaching new audiences, as Instagram’s creator guidance confirms, and a Reel from listing photos requires no filming time.

PropFade takes a set of 12 to 20 listing photos and renders a vertical 9:16 Reel, a 1:1 square post, and a 16:9 landscape cut in about two minutes. The output includes motion on each photo, a voiceover drafted from the listing details, and captions burned in from the start. One project covers the three formats a working agent needs for a full post week.

An ai real estate video editor handles the motion, voiceover, and captions. What you bring is the listing photos and the knowledge of which features sell the home. That combination, agent judgment plus platform production, is the model behind the accounts at the top of this list.

For caption ideas to go with these videos, real estate instagram post ideas covers 50 formats built for listing content, open house announcements, and market updates. For ready-to-use designs, real estate social media templates has layouts that match the visual standards of the accounts above.