The social media algorithms have changed.
As Gary Vee has been saying, it’s not social media anymore. It’s interest media. The algorithm now feeds you what you are most interested in, regardless of who you follow.
From a consumption standpoint, this is a good thing. Your time on each platform feels more “enjoyable” and personalized. Every post is carefully fed to you, keeping you hooked with eternal brain rot so you never log off.
From a posting standpoint, especially for real estate agents, this can be a challenge.
Take Chris Perry, for example. He’s a real estate agent who has been open about his frustration with how the algorithm has changed the way he approaches content. As he puts it in this Reel, “If you aren’t interested in real estate, you’re not going to see my stuff.”
First off, I have followed Chris for a while, and he posts amazing content. I commend him for making this video and being vulnerable with his audience. Chris focuses primarily on educational real estate posts for consumers in the DMV area. Judging by his melancholy delivery, it’s not working like it used to.
But, he smartly says, “We pivot.”
So the real question then becomes: how do you create content that people are actually interested in?
What Doesn’t Work (For Most People)
Think about this: If you’re not actively looking to buy or sell a home, chances are that strictly real estate content like inventory stats, days on market, listing videos, or educational posts about “the difference between an FHA and conventional loan” aren’t going to grab your attention.
That type of content is still important for building trust and authority, but it’s not broad enough to reach beyond people who are already in the market.
Let’s use me as an example: Six months ago, my wife and I were actually looking to potentially buy a home. And “randomly,” my social feed was flooded with news about the LA housing market and would get freakily specific about the areas we were looking at. But, when we stopped looking, my algorithms went right back to golf shots, sports scores, funny memes, and…we’ll leave it at that.
What Does Work: Hyper-Local Content
You know what most people find interesting? Hyper-local content. You can roll your eyes about how often we mention this, but there’s a reason we do.
Everyone wants to know what’s happening where they live, regardless of whether they are looking to move or stay. That could be restaurants, local businesses, new developments, neighborhood updates, news, or community events.
People want to be “in the know” about new information that they can then share with their friends or partners.
- “Did you hear about this new coffee shop that just opened?”
- “This bar is doing karaoke on Friday night.”
- “There’s a farmer’s market in Playa Vista this weekend!”
- “Did you see a new Italian restaurant is going in at the corner of Grant and Craycroft? We have to go there.”
Hate it or love it. This is the type of content that draws people in.
Once they’re engaged with you, they’ll naturally become more open to seeing your listing videos, market updates, and educational posts.
Stop Resisting
A lot of agents push back on this idea. They want to post only about real estate, because that’s their business and that’s what they were taught to do at some seminar in 2019.
But the reality is, you have to get people to pay attention before you can sell to them.
So, don’t stop posting listing videos and market insights. Just widen your umbrella. Use hyper-local content to build a bigger audience of people who may not be in the market right now, but will be down the line.
Stop resisting. The algorithm isn’t going to magically switch back in 2017, where all of your followers see your posts.
Pro Tip
Make hyper-local content about things you actually do and care about. Don’t just post about a restaurant you’ve never been to or a business you know nothing about. Share your real experiences.
That authenticity makes your content more trustworthy, relatable, and shareable. Plus, you’ll have more fun making it.
Where Do I Start?
If you want hyper-local content ideas, templates, video scripts, blogs, and emails, we literally send them out every week to our BAMx members. We also have trainings, office hours, and content audits to make sure you’re posting the right way. If you want instant access to all our Labor Day Weekend hyper-local templates, here is a seven-day free trial!
