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.

View all of Inman’s coronavirus coverage here, and check out all of our content related to running your business here.

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.

After 25 years, Inman Connect is coming to you. We’re transcending our legendary events in a live digital event, Inman Connect Now. Get ready for the top industry leaders plotting the path forward, new business ideas and opportunities, networking like you’ve never imagined it, and tons of exciting new magic, all straight to you. It’s all part of an epic new Inman experience, Connect Now, June 2-4, 2020. Click here to save your seat.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription
×