Between The Broke Agent and BAM accounts, I’ve posted over 8,000 times on Instagram.
Psychotic? Absolutely. But after a decade of creating content, I’ve learned a few things worth sharing with agents who want to grow their brand.
The Number One Thing I’m Proud Of
I haven’t stopped. Apart from a short three-day break on my honeymoon, I’ve basically posted every single day for ten years straight. That’s the real secret to the growth of this brand. It’s not from a viral post or a tag from some big account. It’s from getting up shots every single day.
What I’ve Learned
You’ll Have Hot Streaks
There are times when you’re in one. Ideas flow, captions write themselves, your energy is great on camera, and you can’t wait to hit publish because you know it will connect. It’s like when a three-point shooter gets hot, or when you’re golfing and you just know the ball is going where you aim (this rarely happens).
When you’re in this state, take advantage of it. Don’t just film or create one post—bulk record as much as you can and jot down everything that comes to mind.
This state doesn’t come out of nowhere. It usually comes from action and practice. Creativity comes in waves, but for me, it hits hardest when I’m actively doing the thing I’m talking about in my content. It’s tough to just conjure up ideas sitting at a laptop in your office. They usually hit when you’re on the move and your brain is active.
So pull out the Notes app on your phone and write everything down: right after a showing, on a walk, after a client call, at a real estate conference—anytime your brain is in motion.
I know the whole “touch grass” thing is overplayed, but it really works when you’re trying to get in the zone.
You’ll Have Slumps
Then there are days when your brain feels like mush. You take fifty cuts filming a green screen, nothing feels right, and you know whatever you post won’t land.
Here’s the trick: you post anyway. Each at-bat counts. Every post is another shot at grabbing attention and another chance for your brand to stay top of mind with consumers.
I’ve had weeks where I am not “feeling funny,” and my best advice is to dip into old content that worked well in the past. If my brain isn’t working, I just look at a post that performed well a year ago, and I’ll recycle that in a slightly different format. That’s also why it helps to have a huge bank of posts. You will have all of this data on what your audience likes and what doesn’t resonate.
Scroll for Inspiration
When I’m stuck, I’ll spend twenty minutes scrolling. The goal isn’t to copy. It’s to spark an idea. Sometimes you just need to see what’s trending, what’s funny, or what’s hitting with other people in your space.
That’s how I find half the memes I post on The Broke Agent. I just open the Reels tab, see what memes are going viral, and throw a real estate caption on it. BRILLIANT!
Different Posts Resonate with Different People
What connects might surprise you. It won’t always be the polished listing video or the market update you spent hours on. It will probably be an Instagram story of you playing with your kids, displaying your fandom for a particular team, or sharing where you went to college.
The other day, I posted about attending the Annenberg School of Communication. Ten people DM’d me saying they went to USC too. Now they’re more connected to me and the brand simply because of that shared experience.
The point: keep throwing stuff out. Personality, hobbies, hot takes on stuff that has nothing to do with real estate. You never know what will land with someone.
Go In With a Plan
If you know your posting cadence, you’re more likely to stick with it. Give yourself something reasonable, like three to five posts per week and one story a day. Consistency compounds. Don’t set an unrealistic goal that you can’t hit. That will make you LESS likely to post.
Experiment
I never wanted to be on video. Now it’s my favorite content format. You might discover you love writing carousel stories, or that a random series you test becomes your best performer. You won’t know until you try.
Also, Trial Reels exist for a reason. If you’re scared to post something to your feed because of how different it is from your usual content, post it as a Trial Reel.
Repeat the Stuff That Works
I’ve probably recycled the same 30 to 50 captions thousands of times in different formats. That’s not laziness. It’s strategy. New people see it every time, and even old followers rarely notice. Don’t be afraid to go back to the well.
If there’s one thing to take away from 8,000 posts, it’s that consistency beats talent, cleverness, or luck. Show up every day, swing the bat, and let the results stack up over time.
