Instagram Just Became Your Most Powerful Search Tool – Here’s Why Real Estate Marketers Should Pay Attention

Alex Iannelli | Marketing & Franchise Executive at Stockdale & Leggo Corporate

If you’ve been relying on Instagram purely as a brand awareness tool, it’s time to rethink your strategy. In a significant update, Google has begun indexing Instagram content, including Reels, carousels, and posts from professional accounts into search results. This changes everything for real estate professionals and marketers.

As someone who leads marketing across a real estate network, I see this shift as one of the most important developments in digital visibility since Google My Business.

For years, many have treated Instagram as a standalone marketing platform - powerful, yes, but largely invisible to search engines. That era is now over.

A New Era of Searchable Social

For real estate, where listings are often visual and decisions emotional, Instagram is already a cornerstone of content strategy.

But now, the potential reach of those posts extends well beyond followers and into the organic search results of prospective buyers, tenants, and sellers.

This move from Google effectively makes every post a micro-landing page. If you’re not thinking SEO when crafting your content, you’re missing a massive opportunity.

What This Means for Real Estate Brands

This isn’t just about getting likes. It’s about being discoverable where people are searching - not just in Instagram's native search, but on Google itself. Imagine someone typing in “2-bedroom apartment in Carlton” or “real estate agent near me” and your Instagram shows up on page one.

For national real estate brands and local independents alike, this opens up a new layer of organic visibility. It’s no longer enough to post a pretty picture and a few emojis.

Every caption is now a chance to rank. Every tag matters. We’re advising all our agents and offices to shift to an SEO-first mindset when it comes to social.

How to Optimise Your Instagram for Search

To make the most of this change, real estate marketers should:

• Use keyword-rich captions: Think “family home in Brighton with coastal views” instead of “New listing .”

• Add meaningful alt text: This not only improves accessibility but also helps Google understand your visuals.

• Optimise your profile: Your bio should clearly state your service area and expertise, and include searchable keywords.

• Stay consistent: Google rewards freshness and consistency, so keep a regular content cadence.

  
  

We’re treating Instagram bios like micro-sites. They should tell the user - and Google - exactly who you are and what you offer, in your market.

It’s Not Just for the Big Players

One of the most exciting things about this change? It levels the playing field. You don’t need a million-dollar ad budget or a huge follower base. If your content is relevant and well-optimised, you can win visibility in search.

This is a huge win for local agents. You’ve now got a direct line to people searching for properties or property advice in your area. You just have to show up.

The Future is Findable

At Stockdale & Leggo, we’re already adjusting our content strategies. We're revisiting how we train our agents in social media marketing and ensuring every post is not just on-brand, but built to rank.

As a brand that’s been around since 1936, we’ve seen a lot of change. But what’s happening now is a major shift. Instagram isn’t just social anymore - it’s searchable. And in real estate, that’s gold.

For real estate marketers, this is the moment to double down on your social efforts, but with a search-first mindset. The platforms are converging, and visibility is no longer confined to one channel.

Your next listing enquiry might not come from a follower,  it might come from a Google searcher who’s never heard of you… yet.