Content creation is an emotional roller coaster.
I’ve been doing this for 11 years. Some days I think, “I’ve got nothing. I’m washed.” Other days I think, “I’m a genius. I can’t miss it.”
Creativity comes in waves. The algorithm comes in waves. Seasonal interest comes in waves.
Summer is a difficult time to navigate brand growth and your real estate business because it feels like nobody is paying attention. Everyone is on vacation, nobody can be reached, and engagement drops. Ads, emails, and posts aren’t hitting like they were a couple months ago.
I’ve had plenty of moments where I think, “Why am I even posting this? Is anyone seeing it?”
Or, “Maybe I should just take a few weeks off and reset.”
You can.
But I’ve learned that content, like real estate, rewards consistency more than perfection.
Even if your posts are flopping right now, keep posting. The creators who win are usually the ones who keep showing up while everyone else disappears.
Here are a few things I do whenever I hit a creative slump.
1. Share a contrarian opinion
Nothing wakes up the algorithm like saying something everyone is thinking but nobody is saying.
It doesn’t have to be controversial, just honest.
“You know that restaurant everyone loves? I think it’s wildly overrated.”
“Unpopular opinion: I actually don’t mind LA traffic because I get to catch up on calls I would normally never make.”
Pull out your phone, record a 30-second video in your car, and say it. No fancy editing, no expectations, just an observation.
It’s a pattern break from your usual content, and people respond to that.
Here’s a great example of a post I did that outperformed a lot of my recent content:
View this post on Instagram
2. Test your ideas with AI before you publish
If you’re unsure about a post idea, have AI critique it before it ever goes live.
You can build a content board of advisors with different personalities to tell you what’s good, what’s weak, what people will argue with, and whether it’s actually worth posting.
It’s honestly one of the most useful AI workflows.
I made a full YouTube tutorial showing exactly how to do it, including how to add people like Alex Hormozi to your board.
3. Post something ridiculously simple
Some of the best-performing content from creators like Ricky Carruth, Chris Smith, and even me isn’t some elaborate carousel.
It’s a text post. A funny observation or a relatable opinion.
View this post on Instagram
Don’t overcomplicate it.
One more thing…
Chris Smith, the man above responsible for that viral post, is speaking at our free AI virtual event on July 22nd called BAM BBQ, and he’s pulling back the curtain on the exact system he uses to find content ideas, test them with AI before posting, and consistently create content that gets attention.
If you haven’t registered yet, I’d highly recommend grabbing your spot. It’s completely free.
Anyway, I hope this helps.
If you’re in a content funk, don’t mistake it for losing your creativity.
It’s usually just a wave.
