The Best Times to Post on Instagram for Real Estate Reach

Why timing matters

Posting at the right time helps more people see your content. When your post goes live and gets quick likes, comments and shares, Instagram shows it to more people. This means better reach and more chances to win new appraisals and buyer enquiry. Timing is a simple lever you can control every day.

A quick look at how Instagram works

Instagram tries to show each person content they will enjoy. It looks at three things.

• How quickly people engage after you post

• How often your audience opens the app

• How much your past posts have helped people

If you post when your local audience is awake, scrolling and ready to act, your results improve.

The three daily windows that usually work

Every market is different, but most real estate audiences follow a daily rhythm. Use these three windows as your starting point. All times below are Sydney time.

• Early morning. 6 am to 8 am. People check their phone when they wake up.

• Lunch. 12 pm to 1.30 pm. People take a short break and scroll.

• Evening. 6 pm to 8.30 pm. People relax and plan their week.

Recommended weekly schedule to test

Use this as a clean starting schedule for the next four weeks. Keep your best listings, videos and carousels for the strongest windows.

• Monday
  Feed post at 7.15 am.
  Story set between 12 pm and 1 pm.
  Reel between 7 pm and 8 pm.

• Tuesday
  Feed post at 12.15 pm.
  Story set at 5 pm with a question sticker.
  Reel at 7.30 pm.

• Wednesday
  Feed post at 7.30 am.
  Carousel at 6.30 pm.
  Story poll at 8 pm.

• Thursday
  Feed post at 12.30 pm.
  Reel at 7 pm.
  Story reminders for weekend opens at 7.45 pm.

• Friday
  Feed post at 7.15 am with price updates or new listings.
  Story between 12 pm and 1 pm.
  Light lifestyle Reel at 6.30 pm.

• Saturday
  Story set from 8 am to 10 am with live open home updates.
  Short Reel at 4 pm with the day’s highlights.

• Sunday
  Feed post at 9 am with a market wrap or new preview.
  Story quiz at 5 pm.
  Reel at 7 pm with a call to book a valuation for the week ahead.

Feed, Stories and Reels timing

Different formats suit different times. Use them in a simple daily mix.

• Feed posts
  Best in the morning or evening when people have a little time to read a caption and swipe a carousel.

• Stories
  Best across the day. Think breakfast, lunch and early evening. Short and frequent wins.

• Reels
  Best in the evening and on weekends. People watch more video when they are relaxed.

Match timing to real estate moments

Plan around the natural week of a local property market.

• Before the weekend
  Thursday evening and Friday morning are strong for open home reminders and new listings.

• Open home day
  Saturday morning stories help drive drop in traffic. Use location stickers, time stamps and a simple call to action.

• After the weekend
  Sunday evening is a strong time for market wraps, results and calls to book a valuation.

• Key life routines
  School drop off and pick up times can be useful for family buyers. Try 8.30 am to 9.30 am and 2.30 pm to 3.30 pm for Stories.

Adjust for your audience type

Think about who you want to reach and when they are most active.

• First home buyers
  Evenings and Sunday are strong. Share budgeting tips, grants, and starter homes.

• Upgraders and families
  Early mornings and early evenings. Share space, schools and lifestyle.

• Downsizers
  Late morning and early afternoon. Share low maintenance living and local amenities.

• Investors and landlords
  Early mornings on weekdays and Sunday evenings. Share yields, rental demand and suburb trends.

Find your personal best times with Instagram Insights

Your own data will beat any general guide. Use this quick process each week.

1. Open Instagram, go to your profile and tap Insights.

2. Tap Total followers. Scroll to Most active times. Note the top hours and top days.

3. Tap Content you shared. Sort by Reach. Compare the time you posted with the results.

4. Save your best one or two windows per day to a simple posting calendar.

5. Repeat every month so you stay current.

Tip. If you also use Meta Business Suite, check the Planner view. It will show hours when your followers are active.

A simple 14 day testing plan

Use this plan to learn fast without guesswork.

• Days 1 to 3
  Post the same format at three different times on the same weekday. For example three Reels on three Tuesdays at 7.30 am, 12.30 pm and 7.30 pm.

• Days 4 to 6
  Repeat with carousels on three Wednesdays at 7.30 am, 12.30 pm and 6.30 pm.

• Days 7 to 9
  Test Stories with interactive stickers at 8 am, 1 pm and 7 pm.

• Days 10 to 12
  Test Sunday evening versus Monday morning for your weekly wrap.

• Days 13 to 14
  Review your numbers. Keep the top two time slots for each format. Remove the weak slots.

Track three numbers for each post.

• Reach

• Likes or saves

• Profile visits or link clicks

Seasonal and local adjustments

Your market changes with time of year and local events. Keep your timing current.

• Daylight saving
  When clocks shift, your audience habits shift as well. Hold your time window steady for two weeks, then review.

• School holidays
  Mornings start later. Try 9 am for feed posts and keep Stories running across the day.

• Weather
  Heavy rain drives evening scrolling. Heatwaves can push activity later at night. Adjust your Reels to later hours if you see a drop before 7 pm.

• Public holidays and big events
  On long weekends, use more Stories and fewer feed posts on the Saturday. Post your strongest asset on the Sunday evening.

What to post in each window

Match your message to the moment for better action.

• Early morning
  New listings
  Hot buyer alerts
  Quick market stat with a simple chart image

• Lunch
  Carousel of three features
  Short testimonial tile
  Poll on design or suburb choice

• Evening
  Reels that tell a story in under 30 seconds
  Walkthroughs
  Auction previews
  Valuation calls to action

• Weekend
  Stories with live opens, directions and parking tips
  Quick wins like price guides and inspection highlights

Advanced tips for busy offices

Small habits make a big difference.

• Batch your content on Monday morning for the whole week.

• Use a scheduling tool so posts go out at exact times.

• Create three evergreen Reels you can use any week.

• Save Story templates in your camera roll for fast on the day posting.

• Pin your best three posts so new visitors see your strongest work first.

Common timing mistakes to avoid

• Posting only when you have a spare minute

• Ignoring your own Insights

• Posting all formats at the same time of day

• Posting heavy text content late at night

• Forgetting to post on Sunday evening

Quick checklist

Use this every week to stay on track.

• I know my top two time windows for each day

• I post three times a week in the evening

• I post open home Stories on Saturday morning

• I post a weekly wrap on Sunday evening

• I check Insights every Monday

• I test one new time window each month

Copy and use schedule template

You can paste this into your planner as a base and adjust after testing.

• Monday
  7.15 am feed
  12.30 pm story
  7.30 pm reel

• Tuesday
  12.15 pm feed
  5 pm story
  7.30 pm reel

• Wednesday
  7.30 am feed
  6.30 pm carousel
  8 pm story

• Thursday
  12.30 pm feed
  7 pm reel
  7.45 pm story reminder

• Friday
  7.15 am feed
  12.15 pm story
  6.30 pm reel

• Saturday
  8 am to 10 am story set
  4 pm reel

• Sunday
  9 am feed
  5 pm story
  7 pm reel

There is no perfect universal time. There is only the best time for your audience. Start with the schedule above. Watch your Insights. Keep what works. Remove what does not. When you post at the right time, your reach grows, your brand feels present, and more people ask for help with their property plans.

Author Ken Hobson
ken@agentslibrary.com.au