The Mistake Developers Make with Instagram (And What to Do Instead)

Scroll through most property project Instagram accounts and you’ll see the same thing.

Render. Render. Sunset render. Pool render. Quote tile. Render.

It’s safe, it’s pretty and it’s also why your engagement is sitting at 1.2 percent.

Here’s the truth: if your Instagram strategy is just a digital moodboard, you’re missing the opportunity to turn that profile into a content channel that actually supports lead generation.

This blog will show you how to shift your mindset, stop treating Instagram like a gallery and start using it as part of your funnel.

The Problem: Render Fatigue

Instagram is supposed to be visual, sure. But the platform is built on attention, storytelling and consistency. Not just aesthetics.

When your page is nothing but polished CGI, your audience doesn’t know what to do next.

They can’t engage with the brand. They can’t connect with the team. They don’t trust that there’s progress behind the polish.

And more importantly, they’re not being moved toward enquiry.

What Instagram Can Actually Do for Property Marketing

Used properly, Instagram can help you:

• Build trust before your project is complete

• Show buyers there’s momentum

• Add personality to the brand

• Support your paid campaigns

• Stay top of mind during long lead times

It’s not about “going viral.” It’s about staying relevant.

What to Post (Instead of Just Renders)

If you want to improve performance, you need content with purpose. Here's what works for developers and marketers on off-the-plan projects.

1. Behind-the-Scenes Progress

Even if it’s just site fencing going up, people love seeing that something is happening.

Show construction updates, team meetings, local council visits or anything that proves the project is alive and moving forward.

Buyers want reassurance, not just vision.

2. Storytelling About the Area

You’re not just selling a building. You’re selling a future lifestyle in a location.

Post about:

• Local cafes and retailers

• Schools and parks

• Streetscapes and walking distance highlights

• Future infrastructure coming to the area

Add real personality to your brand by showing what it’s like to live there.

3. Buyer Questions and Educational Content

Instagram is a great platform for simple education.

Use Q&A-style posts or carousels to explain:

• How the EOI process works

• What to look for in a floorplan

• Common contract questions

• Finance timelines and key dates

The more helpful your account is, the more trustworthy your brand becomes.

4. Faces, Not Just Facades

If every image is a render, your account feels robotic. Mix in human touches.

Ideas include:

• Team introductions

• Quotes from buyers or past purchasers

• Day-in-the-life content from project partners

• Short videos answering common buyer questions

Real faces build trust. Trust builds enquiries.

5. Content That Supports Paid Media

Run ads that drive to Instagram, then make sure your grid reflects the same story.

If someone sees an ad about stage one selling fast, make sure your recent posts support that momentum. Reinforce your offers, pricing windows or buyer incentives through your organic content.

Your organic and paid content should feel like one experience.

When to Post and How Often

Aim for:

• 3 posts per week

• 1 story every couple of days

• Highlights for things like “FAQs”, “Location” and “Updates”

Keep your captions short, clear and human. No one wants to read a full brochure in an Instagram caption.

Instagram is more than just a digital pinboard. It’s a low-pressure, high-visibility way to tell your story, earn trust and stay in your buyer’s world while they’re deciding.

Pretty renders can make someone pause.

A smart, consistent content strategy can make them enquire.