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orth Carolina-based agent Emily McAllister generates over 50% of her business through Instagram by creating local content that provides value to her ideal client groups. She focuses on producing purposeful content that targets specific viewers, rather than just chasing views.

    McAllister's shift from TikTok to Instagram was driven by a desire for more control over the audience she was building and a need for content that translated into business growth. Her Instagram page is now a model for agents looking to build a local audience, with a mix of 35% local real estate content and 65% community-focused content.

    One example of her successful strategy is a twist on traditional home tour videos. McAllister targets move-up buyers by highlighting specific features and benefits of a listing in a way that resonates with them. She uses ManyChat to drive leads, sending potential clients the full mortgage breakdown for the property.

    Another effective tactic is creating hyperlocal content, such as highlighting local restaurant specials or promoting events she attends. By sharing details about local businesses, McAllister sets herself apart as a resource for all things Greenville and helps gain exposure for the companies she collaborates with.

    McAllister's approach to social media has been a game-changer for her business, allowing her to share her passion for the Greenville area in a way that consistently attracts new clients. Her success is a testament to the power of purposeful content on Instagram, and agents looking to follow in her footsteps can learn from her examples.