There are a few real estate content trends taking over my feed right now that I think we need to collectively put an end to.
Here are the six worst offenders.
1. The AI Script Trend
Now that everyone has a scriptwriter on command, we’re seeing a lot of video content that feels unnatural.
It’s simple stuff like, “Give me a script for a market update in Tucson,” and then the agent sits there and reads it like a hostage.
It’s so transparently not written by them, and it has zero soul.
If you’re using AI to write your scripts (which of course you should as a starting point) you have to at least add your opinion or point of view on what’s happening.
Just rambling about market stats is ineffective. But if you weave in storytelling, personal anecdotes about what you and your clients are seeing, and your actual opinions, suddenly the video is more entertaining and has the perspective people follow you for.
Never post something a client can just Google or ask ChatGPT themselves.
Tip: Download the Edits app, use the teleprompter, wear sunglasses so we don’t see you reading a script, and film it in your car. It feels so much more natural than sitting behind a desk doing a content voice.
2. The Fake Podcast Trend
I’ve been seeing a lot of agents and content creators talking into a mic in a studio setting, facing someone like they’re answering a question on a podcast.
Then you realize they don’t have a podcast.
To me, this feels forced and performative. Just pull out your phone and say what you have to say. You don’t need a Shure microphone and three cameras to have an opinion.
Lo-fi content wins right now. That’s the trend you should be on.
3. Real Estate Influencers Ranking Other Real Estate Influencers
The ranking style of content is in right now. But unless you’re trying to get other agents to follow you, ranking lead gen systems, real estate influencers, CRMs, and social platforms is pretty irrelevant to your actual audience.
Why would a homeowner care that YouTube is better than Facebook for attracting clients?
Instead, rank hyperlocal things the consumer cares about:
- Best coffee shops to work from.
- Best bars to watch college football.
- Best pizza in your city.
- Most overrated weekend activities.
- Best places to take your kids when it’s hot out.
Same format, better subject matter.
4. Homebuying Tips
Nobody is scrolling Instagram looking for definitions or generic homebuying tips. Never start a video with “Here are 3 tips to help you buy a home.“
Start with the actual problem instead: “If you’re having trouble saving for a down payment…” or “If you’re thinking about buying a home but have absolutely no idea where to start…”
Now, you’re giving someone a reason to actually stop scrolling, because you’re speaking directly to a problem they have.
Instagram coach Brock Johnson breaks this hook strategy down perfectly right here.
5. The Overly Cinematic, Text-Popping-Up Listing Video
I don’t know what this new style is called, but every listing video I see now, no matter the price of the property, has the most insane edits imaginable. Text in front. Text behind. Sound effects. Transitions. The agent spawning out of the ground like a superhero.
The edits are cool, for sure. But sometimes the house gets lost in how cool the edit is. The videographer absolutely cooked, but I watched the entire thing and don’t remember a single thing about the house.
I’m not saying never make these videos. But the more of them we see, the less impressive and effective they become.
Nothing wrong with a little B-roll voiceover of the property. You’re not selling your videographer’s services, after all. You’re selling the house.
6. The AI Slop Image Trend
One agent creates a funny AI image, like a fake billboard, and it works. Shoutout @itwasjeremy!! The original post is great!
View this post on Instagram
Then every real estate agent on the planet makes their version of the exact same thing.
Remember: a copy of a copy of a copy eventually gets watered down to nothing. It can rack up a ton of likes, mostly from other agents, but it doesn’t give anyone a reason to follow.
The Common Thread
The barrier to making content has never been lower. Everyone has AI. Everyone has CapCut. Everyone can copy the same hook, trend, edit, script, or format they saw work for someone else.
So, the advantage isn’t having better tools anymore. It’s having a perspective.
Have an opinion. Tell a story only you can tell. Talk about what you’re actually seeing with your clients. Make the content relevant to your market. Film it on your phone if that makes it feel more like you.
Use the trends, use AI, use the fancy edits when they make sense. Just don’t let the tools and trends become the content.
The more content starts to look the same, the more valuable it becomes to actually sound like yourself.
Want to go deeper on what’s actually working right now? Join BAMx and get in the room with the agents building the content strategies everyone else is copying.
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