It is my job to consume a ton of real estate content (unfortunately). We also do Instagram audits during our BAMx office hours, and one thing I consistently see is agents posting videos that just aren’t moving the needle.
I’m talking about those generic educational videos—things like “5 Tips for First-Time Homebuyers,” “What Is a Balloon Mortgage?” or “The Difference Between Pre-Approval and Pre-Qualification.”
At some point, someone told real estate agents they had to make these types of videos, and they have become a staple in our industry’s content strategy.
I’m writing this blog to say: Maybe you shouldn’t.
Why?
First, let’s be real about why people are on Instagram: dopamine hits.
Think about why you open Instagram. It’s to laugh, be entertained, catch up on friends’ stories, or just zone out. Very rarely do people log on thinking, “I really hope I learn something about earnest money deposits today!”
Your audience is the same way. The chances that someone is actively looking to learn about real estate at that exact moment are slim.
Now, this isn’t to say you should never post educational content. Of course, real estate education is part of the job, and not every post has to perform well. But if you hate making these videos, stop.
Your audience can tell when you’re posting something just to check a box. These videos often come off as stiff and uninspired and often result in little to no engagement.
What Should You Do Instead?
If you’re going to post educational content, make sure it’s timely and relevant.
- Tie it to current events. If rates drop, don’t just post a “What Is a Mortgage Rate?” video—use a green screen, pull up an article about the rate drop, and explain what it means for buyers right now.
We discussed this strategy on this week’s Walk Thru, which you should definitely check out below.
- Tell a story. Instead of simply defining earnest money deposits, share a real-life scenario or article of someone losing theirs, and what could have prevented it.
- Make it personal. Your best content comes from talking about things you actually care about. Love golf? Film real estate content on the course. Cover neighborhoods near golf courses. Hit a shot, then turn around and talk about balloon mortgages—at least your setting will provide entertainment and a different feel. The over-edited studio education videos are not it. Maybe you send those individually to clients when it pertains to them.
- Go hyper-local. Most people scrolling aren’t actively buying or selling a home. Hook them with content that’s relevant to their everyday lives—restaurants, coffee shops, bars, farmers’ markets, pickleball locations, hiking spots. Make your content for the entire community, not just for people actively looking to transact real estate.
The Takeaway
Don’t make videos just because you feel like you have to. Forced content looks and feels like a hostage video, and your audience can tell. Instead, always think about the viewer on the other end—will they actually enjoy watching this? Is this sharable? Is this boring AF? Ask yourself those questions before you hit publish.
If you want personalized feedback on your content, I highly recommend joining our BAMx community. We are constantly helping members with their content during our live Office Hours and in our exclusive community discussion. We also give our members weekly social media content templates and ideas to customize and post. Get in there before the price goes up!
