Back in early 2024, Texas real estate agent Brad Scott was going viral with his “unprofessional Realtor” home tour videos to promote his clients’ listings.
Now, he’s bringing that same NSFW approach to carousel posts.
His latest content is pulling serious engagement, including one post with over 14K likes and 140+ comments.
View this post on Instagram
Here’s why it’s getting attention and what agents can take from it.
Why this carousel is getting so much attention
This post is built for how people consume content on Instagram right now. So far, it’s racked up over 14K likes and 140-plus comments. And the humor in every slide is only part of the reason.
Here’s what the carousel does to stop the scroll:
- Breaks the expected script right away
- Delivers one quick idea per slide
- Keeps a fast, swipe-driven pace
- Prioritizes reaction over information
- Encourages comments and shares
The opening line, “This shit is available now,” sets the tone and signals right away that this won’t follow a typical listing format, creating immediate curiosity and earning the first swipe.
Each slide delivers a single idea and moves on. Viewers don’t need context from previous slides, which makes the content easy to skim. And the pacing makes it more likely people will click all the way through the post.
Scott sprinkles in some off-the-cuff honesty to make it more obvious to viewers there’s a real person behind the listing details.
“Custom cabinetry. I say that every time lol I have no clue if it’s custom or what that even means. Sounds great though.”
His captions shift the focus toward reaction. The goal is to give viewers something to respond to, thereby inviting comments where people react to specific lines, tag friends, and keep the conversation going.
The carousel format supports all of it. Each slide can stand on its own, which makes the content easier to share in DMs or screenshots.
What Agents Can Take from This Post
Creators don’t need to copy the tone to learn from what’s working here. The core value is in how the content is built, not the specific style of humor.
- Design each slide to stand on its own
- Keep each slide focused on one idea
- Lead with a strong hook
- Maintain a clear, repeatable structure
- Use personality with intention
- Make it easy to engage
Start with the format. Carousels are designed for swiping. Each slide works as an independent moment, which makes the content easy to swipe through and easy to share. Creators can apply this approach by treating every slide like its own piece of content.
The hook sets expectations right away and gives people a reason to keep going. The first slide should feel distinct from typical listing language and signal a different kind of experience.
Structure supports consistency. Each slide follows a clear rhythm, which keeps the content manageable to produce and easy to consume. This kind of repeatable format allows creators to turn one idea into a series.
Personality plays a role, but it needs to align with the creator’s brand and audience. A distinct voice helps content stand out. It doesn’t need to rely on shock value to be effective.
Finally, the post creates opportunities for engagement. Viewers have something to react to and a reason to involve other people. This is where many listing posts fall short.
Creators who focus on format and pacing can apply this framework in a way that fits their voice.
