When I got my real estate license in 2014, creating content wasn’t “the norm.” Sure, a few agents like Tim Smith and Byron Lazine were making Facebook videos, but the idea that posting on social media could actually get business wasn’t mainstream. Keep in mind, real estate is always about five years behind every other industry.
Back then, the typical “content” was:
- Agents posing in front of luxury cars
- Lifestyle flexes and motivational quotes
- Endless “Just Listed” and “Just Sold” posts
That was the mold. You would think every agent on Instagram was selling a billion dollars’ worth of real estate and had zero problems in their lives.
Because of that, I rarely created content for my real estate business. I tried a few posts (awkward pictures in front of open houses), but it felt cringe to promote myself on social.
So I started The Broke Agent. Not to get leads, but to make content I actually enjoyed. I loved comedy. I loved making people laugh and seeing which posts hit. It gave me a rush. I was good at calling out the BS in the industry, and because I liked it, I kept doing it. That’s what eventually built this brand.
Quick story before I get to the point
When we first launched BAM, I co-hosted The Walk Thru podcast with Byron. We covered real estate news. The problem? Real estate news wasn’t one of my core interests. Marketing is. I loved talking about content… but interest rates, lawsuits, and whatever was happening with Compass didn’t move the needle for me.
This made the show feel like a burden, like something I had to show up to but wasn’t thrilled about.
Fast forward to today: The Walk Thru has evolved into a real estate marketing show—something I am obsessed with—and now I look forward to it every week. I enjoy coming up with the title, the thumbnail, the clips, and the content for the podcast.
Check out this week’s episode, where we did a live audit of a brand-new agent’s Instagram:
What’s the point?
When you create content you’re not interested in, it shows. Your audience can feel it. And they won’t engage with it.
I see so many agents forcing themselves into “educational content” because someone told them they should. So they sit there, hostage-style, rattling off “3 reasons why buying is better than renting” or reading the definition of a balloon mortgage. And you can tell they hate it. Guess what? Most people hate watching it, too.
The same thing happens with hyper-local content. If you haven’t been to the restaurant you’re talking about, your review won’t feel authentic. Compare that to talking about a spot you actually love. It’s not even close.
Content without passion looks like homework.
So what’s the solution?
Create content about stuff you’re actually interested in.
It sounds obvious, but it’s everything. When I talk about Instagram strategy or marketing, I’m fired up because it’s what I live and breathe. If I tried to fake my way through a video on Clear Cooperation policies or “what to say to get a price reduction,” I’d sound like a moron, and it wouldn’t land.
Let’s Get Tactical
Wherever you are in your content journey, write down the things you’re actually interested in, inside and outside of real estate.
If you’re a Denver agent, maybe you’re into golf, hiking, the Rockies, the Broncos, or the restaurant scene. That’s your content goldmine.
Instead of forcing yourself to film a Ring-light hostage video about “inventory shifts,” create content around your actual life:
- Best bars to watch a Broncos game
- Tailgate hacks
- Favorite hikes and food spots
- Local restaurant reviews
- Behind-the-scenes of you doing the things you love
You’ll enjoy creating it, you’ll attract people with similar interests, and it won’t feel like a chore. Plus, your opinions will come off as real, not scripted. Your audience can tell the difference.
The algorithm isn’t the same as 2015 when you just had to post anything to “show up.” Quality matters more than ever, and quality comes from passion.
If you take one thing from this: stop making content that feels like homework. Start making the stuff you actually like, and it won’t just be more fun-you’ll stick with it longer and your audience will actually care.
That’s exactly why we built BAMx. It’s full of hyper-local templates, scripts, and content ideas you can make your own, so you’re not just checking the box with another boring “educational” post. You’ll have tools that make it easier to inject your personality and passions into your content, while still hitting the real estate topics your clients need.
If you want to finally enjoy creating content (and actually see results from it), start your free trial today and get access to everything inside BAMx.
