Thought Leadership

Instagram Is Now Google-Friendly—Why That’s a Big Deal for Commercial Real Estate

As of July 2025, Instagram quietly became one of the most powerful search engines in the digital ecosystem.

With a major update to its indexing policy, Instagram posts—your Reels, photo captions, alt text, and even your bio—can now appear in Google search results. Not just inside the app. Not just for followers. But for anyone actively searching.

For commercial real estate professionals, this changes everything.

The Digital Playing Field Just Got Rewritten

Historically, Instagram was a walled garden: a visual-first platform designed to reward aesthetics and engagement inside the app. But now that content is being surfaced through Google, your Instagram feed becomes much more than a portfolio—it becomes searchable infrastructure.

That’s not just a social media update.
That’s a strategic shift in how we build visibility, authority, and deal flow.

Why I Stay Consistent—Even When the Algorithm Is Cold

I’ve been showing up online for a long time.
On Instagram.
On LinkedIn.
On YouTube.
On every platform that allows me to translate knowledge into clarity—for investors, clients, and colleagues alike.

Not because I’m chasing likes.
Not because I think every post goes viral.
But because consistency compounds.

In commercial real estate—just like in wine or investing—relationships are built over time. And these platforms, when used right, extend the relationship before the first handshake ever happens.

They let people watch your process.
Absorb your strategy.
Decide, long before they hit “Send Message,” that you’re the professional they trust.

That’s what content really is:
Pre-earned trust.

Social Media Has Become the New Deal Room

Let’s break this down.

When I post a Reel walking through a 144-unit value-add multifamily asset in Richmond…
Or share a breakdown of cap rate trends in Hampton Roads…
Or write about macroeconomic forces shaping private capital in Virginia real estate…

That content now lives far beyond the feed. It lives in Google. It becomes searchable by decision-makers looking for expertise, market knowledge, or off-market access.

It’s the new storefront.
The new résumé.
The new deal room.

And if you’re not building that visibility now, you’re leaving opportunities on the table.

Five Ways to Turn Social Media into Searchable Strategy

Enable indexing in your Instagram settings
– Go to Settings → Privacy → “Allow photos and videos to appear in search results.”
Write captions like headlines
– Start with keywords that match what your ideal client is searching for.
Example: “144-Unit Richmond Multifamily | Off-Market | Q4 Delivery”
Use descriptive alt text
– This is now indexed by Google. Describe the asset type, market, and unique value.
Prioritize Reels
– Use on-screen keywords, keep them under 90 seconds, and lead with value.
Replace Linktree with a branded landing page
– Link directly to your website from your Instagram bio. Track clicks. Capture leads.

Final Thought: Why I’ll Keep Posting

Ten years ago, social media was a highlight reel.
Today? It’s the digital proof of work.

The commercial real estate professionals who lean into this moment will separate themselves. Not because they went viral. But because they built a searchable, scalable, strategic presence.

So when the right investor searches:
“Virginia multifamily broker”
“50+ unit off-market apartment deals”
“Richmond CRE advisor”

They won’t just find a name.
They’ll find the work.

The game is won before it’s played. Let me show you why.

– Justin Ferguson
Commercial Real Estate Advisor | Wine Director | The Broker

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