If you want to know if someone actually understands their market, watch how they explain it on camera.
Tom Storey’s recent Instagram reel grabbed attention in the first few seconds. He looked into the camera, asked the question everyone in Toronto is asking, then flipped the screen to his computer and walked viewers through the numbers in real time.
No theatrics. Just the chart, the context, and a clear answer. Brilliant and highly shareable.
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We’re not stopping there, though. Because Tom also posted a screenshot from his phone to spotlight how sale prices, specifically the percentage of the asking price, tends to move downward the longer a home stays on the market.
If you haven’t posted something like that for sellers in your market, read on for the details.
This is why Tom is our marketer of the week.
Post #1: Why This Reel Works + How to Apply It
Tom asks the question everyone in Toronto is thinking, “Has the Toronto real estate market bottomed out?” then flips the camera to a chart on his computer screen.
He walks through the price drop from nearly $1.2 million to $924,000, ties it to rate hikes, defines what a true bottom actually looks like, and gives direct advice to both buyers and sellers. It works because he keeps it simple, visual, and honest, explaining the data like he would across a kitchen table, which builds trust fast.
Agents watching this can learn a simple formula:
- Ask the real question
- Show the data on screen
- Explain what caused the shift
- Give advice that reflects real timelines
Here’s what The Broke Agent told BAMx members about Tom Storey’s reel:
Tom Storey just nailed a housing market post on his IG.
Here is where you can draw inspiration from it:
First, the hook is great because it has movement – the camera doesn’t start directly on him. Movement = attention.
Second, his verbal hook: “has the Toronto real estate market bottomed out, let’s take a look at the answer” – implying that WE are going to find out the answer, hooking us and teasing a payoff.
THEN, he flips the camera around, showing the actual data on his computer – that’s the proof.
Super simple, data driven, housing market update post.
Post #2: Another Simple Way To Show Data On Social
Tom’s second post is a screenshot of the note section on his phone. It’s short and gets right to the good stuff, sharing a list of sale price percentages for each span of days on market:
- Sold within 30 days → 98% of asking
- Sold in 30-60 days → 96% of asking
- Sold after 60+ days → 95% of asking
Then he adds a clear takeaway that speaks to a big seller pain point.
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As The Broke Agent told BAMx members when highlighting this post:
“Simple content and packaging is what’s working best right now on IG.”
The Bigger Lesson for Agents in 2026
Taken together, these posts show a pattern. Tom is building a body of content that consistently shows he understands his market at a granular level. One post tackles pricing over time. Another tackles pricing versus days on market. Different approaches, but the same positioning.
He’s training his audience to expect data from him. And he’s creating a rhythm where market numbers show up in a way that feels normal and useful. Over time, that compounds.
When someone in his market thinks about pricing or timing, they already know him as someone who can speak to real pain points and explain confusing trends in a way that makes sense.
If you want to apply this in your own content, focus on building that pattern:
- Choose one core theme where you can provide data and clarity: pricing, inventory, absorption rate, whatever it is.
- Post about it from different angles over time.
- Use simple formats that let the numbers speak.
- Tie each stat back to a decision someone has to make this year.
- Stay consistent enough that your audience starts to expect your market breakdowns.
If you’re leaning toward video, try Tom’s strategy for the first post. If you’d rather stay off camera, follow his strategy for the second.
Or make one of each and test them on your favorite platforms.
One post won’t change how your market sees you. A steady stream of clear, data-driven insights will. That’s how you move from posting updates to building authority in your local market.
