Why are some contributions immediately noticed while others remain invisible?
Have you ever wondered why an Instagram post sometimes immediately touches you emotionally, while others simply pass you by? Especially in the real estate industry, where big decisions are at stake, the art of evoking emotions is invaluable. People don’t buy products, they buy feelings. It is precisely this feeling that real estate agents need to convey on Instagram. But how do they do this? The answer lies in the psychology behind the posts.
In this blog post, we get to the bottom of the question: How can real estate agents use clever storytelling, the targeted use of visual elements and strong emotional stimuli not only to attract attention, but also to trigger real emotions? Read on to find out how you can use psychology to your advantage.
Storytelling: the art of telling stories
People love stories. Posting an appealing property on social media is good. Telling a story about it is even better. Why? Because stories arouse emotions.
A practical example: Instead of simply posting a photo of a charming chalet in the Swiss Alps, you could describe it as follows:
“Imagine looking out of this bedroom window on a winter’s morning as the first rays of sunlight illuminate the snow-covered mountain peaks. The kitchen smells of fresh coffee and the fire crackles. This house is more than a property – it’s a retreat for the soul”.
With words like these, you paint a picture in the minds of your followers. You let them feel the property, not just see it. Storytelling gives your posts depth and ensures that they are remembered.
Visual elements: The power of details
Strong visual stimuli arouse emotions and attract attention. Real estate agents can build an emotional connection to their posts through the targeted use of certain visual elements such as light, perspective and composition.
- Light: Bright, natural lighting conveys a feeling of openness and positivity. Evening shots with warm light, on the other hand, create a cozy, inviting atmosphere.
- Perspective: A view through a window or a shot from the living room with a view of the garden lets the viewer immediately feel the atmosphere of the house.
- Composition: Place important picture elements in such a way that they naturally attract the viewer’s eye and create an appealing overall picture.
A post with well thought-out imagery will be remembered longer by your target group and arouse more interest in your property.
The right balance between information and emotion
An Instagram post should not only be visually appealing, but also offer added value. Remember: your target group is looking for information. But how do you create the perfect mix?
Here is an example:
- Emotion: “This light-flooded loft in Zurich embodies urban elegance and offers a breathtaking view over the old town”.
- Information: “3 rooms, 120 m², modern fitted kitchen, central location, purchase price: CHF 1’250’000.
A good rule is to first give your followers a sense of what it’s like to live there and then back this up with hard facts. This combination makes your post both emotionally appealing and informative.
Psychology of interaction: Why call-to-actions are crucial
A successful Instagram post should encourage its followers to interact. Psychology plays an important role here.
A simple question can work wonders, for example: “What would be your favorite room in this house?”, or “Could you imagine celebrating Christmas here?”.
These questions stimulate the imagination and invite your followers to actively participate. You can also use tools such as polls or sliders in Instagram Stories to increase the engagement rate.
Use emotions to build trust
Emotions not only create attention, but also trust. Authenticity is an important aspect of this. Real estate agents in Switzerland should take care to provide genuine insights behind the scenes.
- Tell success stories of satisfied customers (“We helped the Müller family build their dream home on Lake Lucerne”).
- Show the people behind your brand (“This is our team that will help you take the next step”).
Remember: people trust people, not anonymous brands.
How often should real estate agents post on Instagram?
A common question many brokers ask themselves is, “How often should I post on Instagram to stay relevant?” The answer is: consistency is more important than frequency.
- Recommendation: 3-4 posts per week and daily stories.
- Why: Algorithms reward regular content and your brand stays in the minds of your followers.
Make sure that each post offers added value – be it through inspiration, information or entertainment.
Conclusion: Psychology makes the difference
Real estate agents in Switzerland who want to use Instagram effectively need to understand how emotions and psychology influence perception. With a targeted use of storytelling, visual elements, emotions and interactions, you can stand out from the competition and not only reach your target group, but also convince them.
At Marketing Butler, we are your experts for real estate marketing in Switzerland. Whether you want to increase your reach on Instagram, target potential customers or create engaging real estate posts, we’re here for you. Get in touch with us today. We’ll make your Instagram presence a success!
