There’s been a big change to Instagram, and it could have a serious impact on how buyers discover your new homes online.
From July 10th, 2025, Instagram will allow public professional accounts to appear in Google Search results. Until recently, Instagram content always stayed within the app, but now posts can show up directly in search, right alongside your website, listings or blog content.
It’s one of the biggest updates we’ve seen from Meta in a long time, and it opens some exciting opportunities. If you’re marketing new homes, now is the perfect time to start thinking about how your Instagram content can support your digital marketing strategy.
Why is this happening?
Over the past few years, the way people search has changed dramatically. Instead of heading straight to Google, lots of users, especially Gen Z, are starting their search journeys on platforms like Instagram and TikTok. They’re looking for ideas, inspiration, and trusted content that feels real and personal.
At the same, Google has shifted towards more visual and multimedia results, including videos, images and more. And this latest Instagram update is part of that wider shift, making it easier for Reels, carousels and creator content to appear in search, and could help people find you online in a completely new way.
What this change means for new homes marketing
This update from Instagram brings your posts into the wider search industry. It means a Reel showing your latest show home could pop up in Google when someone’s planning a move. Or a carousel introducing your new home buying schemes could show up when a first-time buyer searches for support.
It also means your Instagram posts are not just there to fill your feed or look good on your profile. They now have the power to support your brand’s visibility and help people discover your developments when they’re actively searching.
How to optimise your Instagram for Google Search
If you want to optimise your social media for search engines, here’s what to focus on:
1. Your bio
Keep it keyword-rich and location-specific. Mention what you do, who you do it for, and where. For example: “Award-winning homebuilder with new homes across the East Midlands.”
2. Your captions
Think of them like mini blog posts. Use phrases that people might actually type into Google, like “family homes near the Lake District” or “new home buying schemes in Cheshire”.
3. Your spoken words
If you’re posting Reels, use subtitles and captions. They’re helpful for accessibility and Google can pick them up too.
4. Your alt text
Add alt text to every post. It helps describe your content to search engines and makes your posts more discoverable.
What to do next
If you’ve already been using Instagram as part of your digital marketing strategy, now’s the perfect time to refresh your approach.
At MMS Marketing, we help new home brands make the most of every channel, helping them to optimise for Instagram SEO, generate leads and increase long-term visibility
And if you need support with your social media strategy, get in touch with our new homes social media experts here.
