Q1 is over.
Not sure how, but it is.
Just like you would with your real estate business, you should be doing the same thing with your content right now. I’m talking a full-blown, quarterly audit.
You wouldn’t just keep doing the same things in your business without looking at what’s actually working, right? If open houses are bringing in deals, you lean into open houses. If Zillow leads aren’t converting, you rethink it. The same exact thing applies to your content.
Step 1: Find What’s Working
The first step is simple:
Go into the professional dashboard on whatever platforms you post on, set the date range to the last 90 days, and sort your content by highest performing… and then lowest.
This is where most people mess it up. They look at their top posts and just think, “Nice, that did well.” That’s useless.
Instead, actually study it.
- What was the topic?
- How was it packaged?
- Was it a Reel, a carousel, or just something quick and in-the-moment?
- What did the hook look or sound like?
Look for patterns.
Maybe every time you talk about traffic in your city, engagement spikes. Maybe posts about a specific neighborhood always get saved. Maybe your opinion-style videos outperform your polished ones. None of that is random. That’s your audience telling you exactly what they want.
Step 2: Cut What’s Not Working
Now flip it. Look at your lowest-performing posts (and be honest with yourself). Was it overproduced? Too generic? Something you thought was valuable, but nobody actually cared about?
That’s the stuff you cut. Most agents are posting way too much content that simply doesn’t matter.
At BAM, audits are something we do every single week. We look at email metrics, social performance, BAMx subscriber growth… everything.
For example, when we send out our daily newsletter, we see a big spike in open rates and clicks whenever we use the word “Script” in the subject. Same with AI tips or anything around ChatGPT. So, we double down on that.
When we first started BAM, I tried writing about real estate in the metaverse and quickly pivoted off of that because it got no views and no traction. That was all I needed to see. Don’t get romantic about your content. If the audience doesn’t like it, dump it.
Step 3: Double Down + Turn Winners Into a System
More recently, I posted a rant in my car about AI. No script and no plan, and it crushed. So I did it again. Then again. Each one performed.
So, guess what I’m going to do more of this quarter? Exactly that.
Here’s the part most people miss: Not all engagement is equal.
- Views tell you your hook worked.
- Saves and shares tell you the content actually mattered.
- Comments and DMs tell you it started a conversation.
That’s what you should actually be paying attention to.
Then zoom out for a second and ask yourself…did any of this actually lead to business?
Followers are great, but did it create conversations? Leads?
The Q2 Plan (Keep It Simple)
So going into Q2, the plan is pretty simple. Double down on your top-performing topics and formats. Cut the bottom 50% of what you’ve been posting. Turn your best content into a repeatable series. Spend less time overthinking and more time paying attention to what’s already working.
Your content is already telling you exactly what to do next. You just have to listen.
