We have yet to see a homebuilder successfully implement an Instagram campaign, but this an opportunity to keep an eye on. Instagram is currently the leading social media channel for millennials, which tells you something about where the future of social media is headed. The thing about Instagram is that it can be a great marketing tool, but there's not much room for error. Much like Houzz, there is a certain style of photography you have to abide by as a brand in order to entice people to follow you. You have to create an aspirational lifestyle around your product through little vignettes rather than just uploading basic photos of the exterior of one of your homes.   "Aspirational" photo styling as done by West Elm   People don't want to see an entire room photographed on an iPhone at the wrong time of day. They want to see the corner of a couch with a vibrant plant in the background and the shadow of window-glow splashed across the floor. Instead of "Come see our new model in Sunset Pointe," they want something more subtle, like "Afternoon vibes #newmodel #sunsetpointe." Hashtags are everything on Instagram. If you don't know how and when to use them, figure it out before you begin posting as your business. Could a homebuilder have a successful Instagram campaign? Potentially, but it would be way more work than Facebook. There are currently very few sponsored posts on Instagram--this is a channel that consumers are actually opting into for the brands they love. The idea on Instagram is not to show up in front of users unannounced, but to start inviting people to connect with you on Instagram and allow it to grow organically from there. The downside to Instagram is having to put a concentrated effort into everything you post. The benefit is reaching the next generation of homebuyers and creating an aspirational vibe around your brand that essentially allows you to market for free.   Tip: Check out Instagram's own recommendations for brands to watch that are doing Instagram right.