Instagram has evolved far beyond filtered photos and quick updates—it’s become a
dynamic tool for building community, establishing influence, and generating leads. For business owners and entrepreneurs, especially in real estate and service-focused fields, Instagram offers something much more powerful than social validation: reach, engagement, and business growth.
In my recent interview with Brandon Blankenship, a realtor and local brand-builder in the Chicago suburbs, we dug deep into the hows and whys of growing an Instagram following from zero to 53,000 in just over a year. Brandon shared his journey of transforming a simple page into a powerful asset for connecting with the community, showcasing local businesses, and supporting his real estate brand—all while spending minimal time and resources.
Here are the strategies Brandon used to make this happen, and a few practical steps you can take to apply his insights to your own business.
One of Brandon’s first steps in launching Living Chicago Suburbs was what he calls the “ghost phase.” Instead of immediately promoting the page, he went “ghost” for 60 days. He quietly built content without promoting to friends, family, or even clients. Instead, he focused on creating value-driven posts that highlighted local businesses, food spots, and events in the Chicago suburbs.
This strategy allowed Brandon to train the Instagram algorithm to recognize his page as a valuable source for local content. By following local businesses and interacting with their followers, he ensured that his content reached the right audience organically.
Takeaway: If you’re starting or revamping your business page, consider this ghost phase. It takes the pressure off by allowing you to experiment and refine your content without the distraction of immediate feedback. It also helps Instagram understand who to show your posts to, leading to more targeted followers over time.
Question to ask yourself: How can I set up a “ghost phase” to build content without immediate pressure, and who are the ideal businesses or community pages I should interact with?
As Brandon noted, “Success isn’t measured by numbers alone—it’s about creating a place where people feel they belong.” He understood that a purely real estate-focused page would attract a narrow audience, limited to those actively looking to buy or sell homes. Instead, Brandon chose to create a broader “top-funnel” audience by posting content relevant to the entire community. He frequently shares lists of the “Best Restaurants” or “Top Family Spots” and provides local news updates.
This decision paid off. By establishing himself as a “community mayor” rather than a real estate agent, Brandon attracted followers who may not currently need a home but will remember him when they do.
Result: When you expand your content beyond your specific industry, you build a long-term relationship with your audience, which keeps you top of mind when they are ready to make a purchase or refer a friend.
Action Step: Make a list of content themes that appeal to a broad local audience. This might include local events, restaurants, business features, and community insights. Aim for a balance of about 20% business-related posts and 80% general community content.
One of the game-changing moments for Brandon was switching from static images to Instagram Reels. Originally, he was posting static photos of local restaurants and attractions, but a friend suggested he try 60 days of Reels-only content. The result was exponential growth: his follower count surged from 2,000 to over 18,000 in a few months. Reels helped him reach people beyond his immediate followers, allowing for much broader exposure.
Brandon’s Reel strategy is simple but powerful. He keeps videos short (under 30 seconds), highlights popular places, and always invites opinions by asking questions like, “Have you tried this spot?” or “What’s your favorite place in town?” This boosts engagement and encourages people to share his content, leading to more followers.
Transformation: By using short, engaging video content that invites responses, you’ll not only gain visibility but also boost your engagement with potential clients. People will begin to associate your brand with the best parts of the community.
Question to ask yourself: What local spots or events could I highlight in short videos, and how can I spark engagement by asking for feedback or opinions?
Maintaining consistency can be a challenge, especially when balancing the daily demands of running a business. Brandon shared a simple system for staying organized: he keeps folders on his phone for videos and photos, labeled by theme or event, so he always has content ready. He also sets up keyboard shortcuts for commonly used captions and hashtags, which he can quickly add to posts.
Another efficiency hack? Recycle successful posts every few months. “The shelf life on Instagram is so short… you can repost the same concept in two weeks, and no one remembers,” he explained. By reusing posts about popular topics, such as “Best Food Spots in Naperville,” he saves time and keeps his audience engaged.
Result: With a simple system in place, you’ll save time while maintaining a steady flow of content that keeps your audience engaged and informed.
Action Step: Create labeled folders on your phone for different content themes, such as “Client Testimonials,” “Local Events,” and “Spotlights on Restaurants.” Then set up keyboard shortcuts for commonly used captions, hashtags, and other content for quick posting.
Brandon also places a big emphasis on direct engagement. When someone follows his page, he sends a personalized message thanking them for their follow and inviting suggestions for future posts. By engaging in this way, he creates a connection with his followers that goes beyond the typical “like” or “comment.”
Additionally, Brandon uses tools like ManyChat to automate follow-up messages, inviting people to sign up for his newsletter and receive local updates. These conversations have led directly to client relationships and transactions, with some followers eventually reaching out to him for real estate services.
Outcome: By building relationships rather than just gathering followers, you’re creating a loyal audience that sees you as a trusted part of the community. Over time, this approach builds not only engagement but also trust, making you the go-to choice when followers need your services.
Question to ask yourself: How can I initiate more direct conversations with my followers, and what value can I offer them to keep them engaged over time?
As an entrepreneur or business owner, you have the same opportunity to create meaningful connections, stay top of mind, and grow a loyal following by adopting these strategies. Instagram may be the tool, but the real growth comes from understanding and serving the people behind the “likes” and “shares.”
By following Brandon’s model, you too can turn a social media page into a thriving, community-focused brand that drives not only engagement but real business results.
Final Reflection- What themes or topics would resonate most with my community, and how can I create content that provides value to them?
2. How can I set up an efficient system to consistently post quality content with minimal time investment?
3. What steps can I take today to start building a direct relationship with my followers?
Remember: Social media success isn’t about numbers alone—it’s about belonging, consistency, and genuine impact. If you’re willing to take these steps, you might be surprised at the results waiting for you.
