Building trust on Instagram is easier when people can see the real work behind each sale. Behind the scenes content shows the care, effort and heart that goes into helping sellers and buyers. It turns cold scrolling into warm conversation. It turns your brand from a logo into a person your community knows.
This guide gives you a clear plan to create simple but powerful behind the scenes posts that lift engagement, grow trust and bring more listing and buyer opportunities.
Why Behind the Scenes Works
Behind the scenes content helps because it is human, helpful and honest. People want to know who you are and how you work. When you share the journey, not just the results, you invite people to follow along and lean in.
Benefits include
• More views because people love process and progress
• More saves and shares because tips feel useful
• More direct messages because it is easier to start a chat
• Stronger brand recall because your face and voice are familiar
The Four Pillars of Great Behind the Scenes
Use these four pillars to plan your content so it stays balanced and never feels repetitive.
• People. You, your team, your photographer, your stylist and your clients when consented. Faces build connection.
• Place. Suburbs, streets, cafes, schools, parks and local businesses you support. This shows you are part of the community.
• Process. How you prepare a listing, run an open home, follow up buyers and guide negotiations. Process builds trust.
• Proof. Before and after moments, results summaries and happy client messages with permission. Proof builds confidence.
Aim to rotate these pillars through your week.
Content Ideas You Can Film This Week
Pick five ideas to start. Keep each clip short. Use natural light. Smile and speak clearly.
People
• A simple hello from the car before an appraisal with one success tip for sellers
• A team huddle before Saturday opens with your plan for the day
• A quick meet the photographer clip sharing one tip to make rooms look bigger
Place
• A one minute suburb walk sharing three local highlights
• A coffee chat at a local cafe thanking them for helping set up auction day
• A school drop off traffic update near a listing to show lifestyle convenience
Process
• Styling day walkthrough showing how you choose cushions, art and plants
• Pre photography checklist on screen as you do the final lap of the home
• Open home pack in the boot showing signs, flags, spare shoe covers and wipes
• Post open voicemail update style clip explaining how you follow up hot buyers
• A short screen recording of how you group buyer feedback into themes
Proof
• Before and after of the living room once styled for market
• Auction day timeline from early set up to the final handshake
• A short story reading a thank you note from a seller with their consent
Safe Sharing and Privacy
Protect people, property and your reputation. Keep these rules simple and firm.
• Always get written consent before filming clients, trades or tenants
• Do not show full addresses when owners or tenants are present
• Blur personal photos, number plates and sensitive papers on benches
• Keep children out of frame unless a parent gives written consent
• Use only music you have rights to or the in-app library
• Follow safety rules on building sites and never film unsafe behaviour
Your Weekly Behind the Scenes Plan
Follow these steps to create three to five posts a week without stress.
Plan your week on Sunday
• Choose two People posts, two Process posts and one Place or Proof post
• List the address or location, the key message and the call to actionPrepare a simple shot list
• Each post needs three clips
• Clip 1 is the hook
• Clip 2 is the action
• Clip 3 is the wrap upFilm as you work
• Film in portrait
• Keep each clip under ten seconds
• Use a small tripod or lean your phone on a stable surface
• Record one take. Natural is bestEdit in the Instagram app
• Trim the clips and add short on screen text
• Add captions for sound off viewers
• Choose a rights safe track from the in app libraryPost with purpose
• Add a clear call to action such as comment for the checklist or message me for the suburb report
• Add one location tag and three to five focused hashtags such as suburbnameproperty or suburbnamerealestateEngage for the first fifteen minutes
• Reply to comments
• Send thanks for shares
• Start two new conversations from story replies
Simple Story Structures That Always Work
Use these templates to keep filming fast and focused.
Three step How I do it
• Hook. Today I am preparing this home for photos in one hour
• Action. Show three tasks such as clear benches, style cushions, open blinds
• Wrap. One quick tip and invite viewers to save the post
Before and After
• Hook. Here is the living room before styling
• Action. Show the styled version and list three changes
• Wrap. Invite sellers to message for your free styling checklist
The Five Shot Sequence
• Close up of hands doing the task
• Wide shot of the room
• Over the shoulder view of your notes
• Side angle of you speaking
• Reaction shot such as a smile or thumbs up
Captions, Hooks and Calls to Action
Strong words help people stop and watch. Keep text short and easy.
Hooks
• Watch how I prep a listing in 15 minutes
• Three things I always do before an open home
• A one minute walk to show you why this street is special
Caption ideas
• Explain the problem, show the steps, end with a tip
• Use one emoji to guide the eye, not a wall of icons
• End with a clear next step such as save this, comment checklist, message for price guide
Calls to action
• Comment word guide for my free pricing guide
• Message me market for this week’s suburb update
• Save this for your pre photography checklist
Equipment and Setup That Keep It Simple
You can do this with only a phone. These small add ons help.
• Phone tripod with clamp
• Clip on lapel mic for windy days
• Small light for dark halls or rainy afternoons
• Microfibre cloth to clean the lens
• Spare power bank in the car
Two Week Behind the Scenes Calendar
Week One
• Monday. Suburb walk with three local highlights
• Wednesday. Pre photography checklist at new listing
• Friday. Meet the photographer with one tip
• Saturday. Open home pack in the boot plus a short end of day wrap
• Sunday. Before and after of styled living room
Week Two
• Tuesday. Vendor update call structure shown with notes on screen
• Thursday. How I price property using three data points
• Saturday. Auction day timeline with early setup and final result
• Sunday. Story Q and A. Answer three questions collected during the week
Repeat and rotate ideas so your feed feels familiar but fresh.
Turning One Shoot Into Many Posts
Stretch each shoot across more formats.
• Reels. Three clip summary with voiceover
• Stories. Raw clips with stickers and polls
• Carousel. Five photos with short tips for those who prefer to read
• Highlights. Save best behind the scenes under tabs such as Prep, Opens, Auctions, Suburbs
• LinkedIn. Post one frame with a short lesson for professionals and owners who read there
Metrics That Matter
Track results that link to real outcomes, not only views.
• Profile visits and website taps after each behind the scenes post
• Saves and shares which show long term value
• Direct messages that start from a post or story
• Open home numbers after heavy behind the scenes weeks
• Appraisal requests inside your messages and email
Use these numbers to repeat what works and trim what does not.
Sample Scripts You Can Use Today
Pre Photography Script
• Hook. Photos in one hour. I have three jobs to do
• Action. Clear benches, check light bulbs, style the hero room
• Wrap. Save this if you are getting ready to sell and comment checklist for my full guide
Open Home Follow Up Script
• Hook. Here is how I turn open home interest into offers
• Action. Group buyers by hot warm and new, give each a next step, set three call blocks in my calendar
• Wrap. Message me follow up if you want my call notes template
Suburb Walk Script
• Hook. Three reasons buyers ask for this street
• Action. Walk to the park, the cafe and the school crossing
• Wrap. Comment street for my recent sales map
Quality Control Checklist Before You Post
Use this quick list every time. It saves your brand and time.
• Do I have consent if a person is shown or named
• Is the address or personal info hidden
• Are the clips steady and bright
• Is the audio clear or are captions added
• Does the first three seconds hook attention
• Is there one clear call to action
• Have I added a location tag and three focused hashtags
• Have I replied to early comments
Bringing It All Together
Behind the scenes content shows care, skill and local knowledge in a simple, friendly way. It helps people feel that you will guide them well. Start small, keep it real and repeat what works. With a clear plan, your everyday work becomes engaging content that builds connection and wins more business.
Use the four pillars. Film three short clips. Share the process. Invite a next step. Over time, your community will feel like they know you, trust you and are ready to call when they need help.
