SOVE7GN
The best luxury real estate Instagram accounts to study, and what an agent can copy from each
Updated 1 November 2026 · Written by Reyansh Juneja and Naman Dhiman, the co-founders of SOVE7GN, who run the campaigns and review the clips
The luxury real estate Instagram accounts most worth studying are a mix of individual agents, such as Ryan Serhant, Tracy Tutor, Aaron Kirman and Josh Altman, and brokerages, such as Sotheby's International Realty, Christie's International Real Estate, Knight Frank, Douglas Elliman, The Agency and SERHANT. The clearest difference we found: the agents post mostly reels, while the brokerages post mostly photo carousels.
Short answer: Of the 12 most recent posts shown on each public profile on 1 November 2026, the four agents' grids were a median 8 of 12 reels; the six brokerages' a median 4 of 12. Copy the agents: post reels with you on camera, keep five or six short highlights that lead with proof, and use one link page. Every fact below is from the linked profile page on that date. We do not quote follower counts, which change daily.
How did we pick and check these accounts?
We picked well-known luxury agents and brokerages in the US and UK whose profiles are public, then opened each profile page on 1 November 2026 and recorded only what was visible: the bio, the link, the highlight names, and whether each of the 12 most recent posts shown was a reel (video clip) or a photo or carousel. The 12 include pinned posts and collaboration posts that appear on the grid. Twelve posts is a small sample and a snapshot of one week, so read the reel counts as a pattern, not a measurement. Inclusion is not an endorsement or a claim of any relationship with SOVE7GN.
What does each account show?
| Account | Type | Reels in last 12 posts | What the profile shows |
|---|---|---|---|
| Ryan Serhant | Agent and brokerage founder | 9 | Personal bio that tags his firm @serhant; highlights include NETFLIX and FAMILY; a link page |
| Tracy Tutor | Agent | 9 (3 posted by other accounts) | Bio names her brokerage (@compass) and states (CA, TX); highlights include Press and BTS |
| Aaron Kirman | Agent and brokerage leader | 7 (some co-posted with his brokerage) | Bio shows a California DRE license number and his brokerage; highlights Sold, Youtube, Life, Press, Listings |
| Josh Altman | Agent | 5 | Bio lists "Realtor", his office locations and a bookings email; highlights include Listings and Sold Listings |
| Sotheby's International Realty | Brokerage network | 6 | Highlights include Top Sales, Luxury Outlook and Agent Insight; a link page plus three more links |
| Knight Frank | Brokerage (UK and international) | 5 | Bio covers buying and letting in London, country and international; highlights include Research and New Homes |
| Christie's International Real Estate | Brokerage network | 4 | Branded hashtags in the bio; highlights Press, Magazine, Network, Events |
| SERHANT. | Brokerage | 4 | Bio mentions its Netflix show; highlights include Deal Wall and Press |
| The Agency | Brokerage | 2 | Bio describes a "global real estate brokerage" with a boutique approach; nine highlights |
| Douglas Elliman | Brokerage | 2 | Bio lists the states it operates in; highlights include Open Houses and Market Reports |
Method for the reel column: on each profile page, we counted how many of the 12 posts shown were marked as clips (reels) rather than photos or carousels, on 1 November 2026. Median for the four agents: 8 (values 9, 9, 7, 5). Median for the six brokerages: 4 (values 6, 5, 4, 4, 2, 2).
What patterns can a luxury agent copy?
1. Reels over carousels. The agents lean on video. Brokerages need carousels for listings across many agents; a single agent's edge is being on camera, and video is where that shows. This matches what we found in our own October 2026 research on 31 luxury agents in the US and Canada: the median typical reel got about 6,800 views and the median best reel about 29,000, and 13 of 31 had a reel do 5x or more their normal views. The upside sits in reels.
2. Short highlights that lead with proof. Kirman and Altman both run five or six highlights with Listings and Sold among them. The brokerages run nine or ten because they serve recruits, press and buyers at once. Our realtor Instagram highlights page lays out the set for a solo agent or team.
3. The brokerage and license in the bio. Tutor names her brokerage and states; Kirman shows a DRE license number. That is the bio doing compliance work, which matters because NAR Standard of Practice 12-5 requires the firm name in a readily apparent way in any medium (NAR Code of Ethics). See our realtor Instagram bio guide for state rules.
4. One link page. All ten profiles showed a link-in-bio page or a website link. Use yours to book calls, not to list every social account.
5. Collaboration posts. Several agent grids include posts made with their brokerage or other creators, which put the same reel in front of both audiences.
What should a luxury agent not copy?
- Television-driven formats. Three of these bios mention a TV show, and a fourth profile has a NETFLIX highlight. A show brings an audience you do not have; the formats that suit you are the ones that work without it: tours, market takes, deal stories.
- Superlatives in the bio. Unverifiable "number one" claims sit badly with NAR Article 12's duty to "present a true picture" in advertising.
- Brokerage-style volume of carousels. You do not have 100 agents' listings to fill them.
How do you post reels at an agent's pace?
The four agents above posted reels in most weeks of October 2026. Few solo agents can film that often, so the realistic route is one longer recording, a weekly market talk or a listing walkthrough, cut into many clips. Our luxury real estate Instagram page has a weekly content mix, and best real estate YouTube channels covers the long-form side these clips can come from. We ran the same profile check on builders in best home builder Instagram accounts.
That is the work we do. One hour of long video usually gives 12 to 20 clips, posted on your own accounts daily, 2 example clips approved first, live within 48 hours. Entry is $2,000 a month for 2 clips a day. Book a 30-minute call or read how we work with founder-led businesses.
Questions people ask
Who are the best luxury real estate agents on Instagram?
Ryan Serhant, Tracy Tutor, Aaron Kirman and Josh Altman are four well-known luxury agents whose public profiles are worth studying; all four had reels among their latest posts, and three of the four name or tag their brokerage in the bio.
What do luxury real estate agents post on Instagram?
Mostly reels: home tours, deal stories and personal clips, plus carousels for listings. In our 1 November 2026 check, the four agents' last 12 posts were a median 8 reels.
Which luxury real estate brokerages are best on Instagram?
Sotheby's International Realty, Christie's International Real Estate, Knight Frank, Douglas Elliman, The Agency and SERHANT. all run active profiles, mostly carousels with some reels, and long highlight sets.
How do I grow a luxury real estate Instagram?
Post reels with you on camera several times a week, keep a short set of highlights led by Listings and Sold, name your brokerage in the bio, and use one link that books calls.
Want a straight answer for your videos?
Book a 30-minute call. Send us a link first and we'll tell you which plan fits and how many clips we can make.
Book a call See plans and pricing- Luxury real estate InstagramWhat luxury agents' reels get in our 31-agent study, and a weekly content mix.
- Best real estate YouTube channelsSeven channels, their formats, lengths and pace, and what to copy.
- Realtor Instagram highlightsThe highlight set for a luxury agent, what goes in each, and the review rules.