More than a third of agents say their most engaging content has nothing to do with real estate.
That’s one of the biggest takeaways from the BAM x ReminderMedia Social Media Survey, where over 700 agents answered the question: “What type of content brings you the most engagement?”
Two clear winners stood out:
- Personal posts (35.94%)
- Hyper-local community content (9.83%)
Personal posts pulled in more than a third of all responses, while hyper-local content landed solidly in second place (though property tours were a close third at 9.37%).
Together, they outpaced humor (7.68%), educational content (6.61%), and everything else agents are posting.
Let’s break down why these two categories outperform the rest, and how you can put them to work in your own strategy.
Personal Posts: The Engagement Leader
Personal posts were the runaway favorite, chosen by 35.94% of respondents. That’s nearly four times higher than property tours and more than ten times higher than market updates (3.53%).
Market updates in particular scored surprisingly low. Only 3.53% named them as their best engagement driver. The lesson here is that market data can work, but it’s more effective when presented through the lens of you, your voice, and your community.
People want to know the person behind the business. Agents told us their best-performing posts are the ones that show their face and their real life. Examples included:
- Videos and live reels: Agents mentioned everything from quick “talking head” clips to Facebook Lives.
- Personal stories: Family moments, pets, or even personal challenges and wins all came up as high-engagement posts.
- Blended content: Some reported success when tying real estate insights into a personal angle, like sharing a client story or favorite listing feature.
Here are some examples to watch, including one of our BAMx templates.
Delivery Gone Wrong
Krys Benyamein’s channel is packed with creative content that’s fun to watch, and his personal content is no different. He even brought his IG followers along when Amazon delivered his package to the wrong door and told him he had to find it himself (spoiler alert: he did).
Marie Lee has no trouble sharing the “cringe” things she did when she was just getting started as a real estate agent. And honestly, this post just makes us admire her all the more.
Content Evolution
This post was featured in a recent Walk Thru episode to show Matt Lionetti’s content evolution from the start of his career to the present. If you’re not familiar with Matt’s content, this is a great place to start.
Once Upon a Time…
Emily McAllister’s “Once upon a time” post tells the story of how and why she became a real estate agent, and it’s both captivating and masterfully put together. This post earned Emily the title “marketer of the week” in another Walk Thru episode, where co-host Jason Cassity described it as “the best video I’ve seen all year that’s not listing-specific.”
My Summer in Review
BAMx members get templates like these every week. The one, “My Summer in Review,” makes it easy to give your followers a peek into your real life, specifically the most memorable parts of your summer. Show them what matters to you, and those who can relate will be all the more inclined to work with you, or to reach out with a question.
As a bonus, this one also works for hyper-local content, especially if everything you did over the summer was close to home.
Hyper-Local Content: The Trust Builder
While personal posts grabbed the spotlight, hyper-local community content came in second at 9.83%. Agents who make local businesses, events, or causes part of their content see stronger engagement than those who stick to property tours or generic housing updates.
Survey responses highlighted:
- Local business spotlights: Shoutouts to restaurants, shops, and service providers.
- Community events and causes: From music festivals to animal shelters, these posts create an instant connection with local followers.
- Neighborhood flavor: Agents called out “Colorado Gems,” midcentury modern homes, and other niche local content.
Here are some examples, including another BAMx template.
Fun & Family-Friendly Things to Do This Summer
Alyssa Curnutt’s Instagram is packed with hyper-local content her followers care about, with detailed reviews of local attractions, including everything from seasonal activities and favorite eateries to little-known gems locals swear by.
Spotlight on a Beloved Local Taco Stand
The same Walk Thru episode that featured Matt Lionetti’s personal post also treated us to a local spotlight video by Long Island Realtor, Amanda Palmieri. And by the time she was done, I wished the owner would consider a move to my neighborhood (though he probably won’t).
Best Summer Activities in [Market]
Jupiter, Florida Realtor Katie Lucie created this post to highlight the best summer activities around Jupiter, positioning her as a local expert with a genuine (and infectious) love for her city.
Neighborhood Spotlight
Kansas City agent Kyle Talbot describes the Parkville suburb as “the kind of place that feels like a Hallmark movie, only with way more growth potential.”
5 Ways to Avoid the Sunday Scaries in [Market]
This post gives you plenty of room to highlight your favorite local haunts, while also making you the “life saver” for any viewer craving a caffeine rush (or their favorite comfort food), a way to burn off nervous energy, or a place to relax after a long day at work.
Yup. Another double-duty post, providing valuable local intel while also giving your viewers a look into your world.
How to Blend the Two Types
As the templates show, the real power play is combining personal posts with hyper-local storytelling. Instead of treating them as separate strategies, layer them together. For example:
- Film a short reel at your favorite local coffee shop, and share why you love it.
- Post a picture from a community event you attended with family or clients.
- Share a quick story about running into a former client at a neighborhood restaurant.
This way, you’re not only giving followers a glimpse of your personal life, but also rooting your brand in the community you serve.
Wrapping It Up
The BAM x ReminderMedia Social Media Survey makes one thing clear: the most engaging content is the most human. People respond to the stories, faces, and places they care about, not just the latest mortgage rate chart.
If you want more comments, shares, and genuine connections, double down on posts that show who you are and where you live.
If you’re not sure where to start, BAMx has ready-made content templates, including hyper-local posts, that you can customize for your own market. Use them to fill your calendar with content that will have your audience coming back for more.
Not a member yet? Start a free 7-day trial and get started with this week’s content drop.
