Just so you know, content creation in any industry is an emotional roller coaster.
I’ve been doing it every day in real estate for 11 years and some days I think, “I’ve got nothing. I’m completely cooked… I’m not funny anymore… I’m the worst content creator on the planet.”
Other days I think, “I’m a genius,” I can’t miss, and that every post is going viral.
But it’s important to note that creativity comes in waves.
The algorithm comes in waves. Seasonal interest comes in waves.
Right now, 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.
You might even think “Maybe I should just take a few weeks off and reset.”
But I’ve learned that Instagram, like real estate, rewards consistency.
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.
But you didn’t come here for a pep talk. You came here to crack the algorithm during times like this, and that’s what I’m going to show you: 7 proven methods that work to get engagement in this ever-changing, elusive, holy, evil algorithm.
#1: Repurpose Content that Performs
The first way to crack the algorithm is to post something that performed well in the past.
You’ve probably heard this before, but it’s worth repeating because it still works. Content that got engagement is already validated, your audience already likes it, and half of your audience (or more) still probably hasn’t even seen it.
Not reposting your best content is actually criminal. But instead of just launching the same video, you can make little tweaks to differentiate it from the original post
You can zoom in 5%, zoom out 5%, speed it up 5%. Those are tips from IG coach Brock Johnson, who is a must-follow, by the way.
Or you can refilm the hook. You can refilm the call to action. Or you can just repackage the post itself.
Here’s an example of something I recently did on The Broke Agent. I used one of my most viral videos to promote one of our virtual events, because it already worked.
View this post on Instagram
I was hesitant to post that because a lot of people already saw the first one, but this one performed even better.
#2: Change the Packaging Completely
That video script can be used as a carousel post, and it can be used as an email. So the point is to turn your validated reels into carousels, and your validated carousels into reels.
So it’s still on that note of reposting old stuff that did well, but with a different format.
One of the other best hacks, regardless of whether it’s an old post or a new post, is to change your background or post aesthetic consistently.
If every post is behind the same desk, or looks the same—the same color, the same format, the same background—your audience probably has what is known as packaging fatigue, meaning they basically know it’s you as they are scrolling and know what to expect.
So change your background:
- Go out outside and film something walking
- Film a video in your car or getting into your car
- Film a video in public, in front of a house, in a house, behind a house…
It doesn’t matter as long as you’re constantly switching it up. Variety helps crack the algorithm because the unexpected nature of the content will naturally lead to people staying and not skipping.
#3: 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.
For example, I just posted this to The Broke Agent about the insane names of real estate conferences:
Again, not controversial. Just a unique take that everyone kind of thinks but doesn’t say.
You can spin this in your content with a hook that’s spot on like:
- “Here’s a controversial opinion…”
- “You know that restaurant everyone loves? I hate it”
- “Unpopular opinion: I actually don’t mind LA traffic because I get to catch up on calls I would normally never make.”’
Or how about this:
“Unpopular opinion: I don’t care about Daylight Savings Time. It’s just popular to hate it, but realistically, it happens twice a year, you lose one hour of sleep and then gain it for two days, and you don’t have to move your clocks because it’s not 1970. We have iPhones. And it just ultimately means nothing.”
That would be a contrarian opinion because everyone agrees that Daylight Savings Time sucks.
So, 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.
#4: 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. Dave Hutchinson gave a full YouTube tutorial on The Broke Agent Podcast, showing exactly how to do it, including how to add people like Alex Hormozi to your board.
#5: Post Something Ridiculously Simple
Some of the best-performing content from creators in real estate 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
The packaging also makes it easy to consume.
You can literally say something like,
“Benny’s Tacos is the best Mexican food in LA, debate me in the comments.”
And watch that post blow up.
Don’t overcomplicate it.
#6: Put Captions and Subtitles on Your Reels
80% of people watch Instagram with the sound off. If they can’t know within three seconds what your reel is about without turning the sound on, you’ve lost them.
Also, use keywords in your captions and in your scripts for SEO and AEO.
For example:
“If you’re a mom looking for things to do this weekend in North Spokane, here are some events I recommend…”
That covers audience, market, and timing. With keywords.
And, of course, have a text hook on your video that straight up says what your video is about so you don’t even have to worry as much about a verbal hook.
#7: Break News to Your Audience + Your Personal Take
This is the ultimate way to crack the algorithm.
If there’s something happening in your local market and people hear it from you first before someone else on social or from TV, that is something that gets shared.
New information always plays on the algorithm, but the ultimate boost is when you also share your opinion.
Don’t just post about a new business or a law or a new restaurant, post your opinion about it. People want your perspective since information is so commoditized.
By the way, we have a Hyperlocal Content AI tool in our BAMx community for real estate agents that straight up just gives you the stories and the video scripts so you never have to search for this stuff again.
Sign up today to get access.
