Real estate marketing content and technology solutions provider Back At You has announced in a press release a direct publishing integration with Instagram.

The company claims it’s the first real estate technology provider that’s capable of publishing organic and lifestyle content directly to the Facebook-owned social media network.

Instagram historically did not allow third-party publishers to send content to account feeds. Until 2018, social media schedulers resorted to sending users reminders for when to publish.

Only authorized Facebook and Instagram Marketing Partners can publish original material to Instagram. The approval process can take years for some companies, and it requires a significant technical commitment to meeting the social media giant’s requirements.

Back At You’s CEO and co-founder Michael Glazer said in the release that Instagram integration was high on customers “want list.”

“As huge as Instagram is, it’s still at its early stages of use for real estate brokerages and agents,” Glazer said. “Our new, complete integration will significantly help our clients raise their online profiles.”

As with its Facebook marketing services, Back At You’s new tool automates the creation and delivery of photo content, but customers can build and schedule custom campaigns, too.

In addition to providing analytics, it offers the ability to send listings to agents’ Instagram for Business accounts.

Listing content is generated from a user’s MLS ID and can include promotional banners advertising price adjustments or upcoming open houses, for example.

Posts on Instagram can be localized and relevant to current events and popular lifestyle themes.

In a 2017 three-star review of Back At You, this columnist said that “since it’s localized content being hand-curated by the company’s in-office staff, it’s much more valuable than the off-the-shelf digital detritus offered by many commercial content providers.”

The new Instagram publisher is available now.

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Have a technology product you would like to discuss? Email Craig Rowe

Craig C. Rowe started in commercial real estate at the dawn of the dot-com boom, helping an array of commercial real estate companies fortify their online presence and analyze internal software decisions. He now helps agents with technology decisions and marketing through reviewing software and tech for Inman.

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