Finding your “thing” in real estate content is not easy.
By “thing,” I mean the lens through which you share the world. We talked about this a few weeks ago: one of the best ways to find your angle is to reverse engineer where your clients are coming from. If you notice a specific demographic or clientele emerging, maybe that’s who you should direct more of your content toward.
For example, if you’re attracting young, first-time buyers, your content should focus more on neighborhoods suited for young families.
But sometimes, it’s even simpler than that.
Take agent Mia Willie. She has been creating real estate content for a couple of years, but struggled to find her unique angle. She was just going through the motions, and nothing seemed to hit.
Then, last year, she became a mom, and everything clicked.
On yesterday’s Walk Thru, she mentioned that she was consuming a ton of mom-related content and decided to start creating content around what she actually enjoyed.
So she did.
And now, she has two content buckets that are absolutely crushing it on Instagram.
1. Deal of the Week: Mom Edition
Notice how she immediately hooks the audience: “Hey moms, listen up.” This directly calls out her target demographic. And you know who else pays attention to this? Dads.
As she scrolls through the listing, she sprinkles in little mom jokes, like saying, “This is where the chaos happens” when showing the kitchen.
2. Rating Homes as a Mom
In these videos, she rates home features through the lens of a mom—three-car garage, basement, walkability to schools, etc.
She even changed her Instagram handle to @mamamia_realtor, making her branding perfectly aligned with her content.
Why Does This Work?
- She’s having fun. People can always tell when you’re just posting to post. It’s clear in these Reels that Mia enjoys talking about homes from a mom’s perspective because it’s authentic to her life.
- She’s talking to a specific group. Content struggles to gain traction when it’s too broad. That’s why I always try to start BAM videos with a hook like, “Are you a real estate agent who wants to learn more about YouTube?”—these always perform best because they speak directly to a niche audience.
To dive deeper, watch the full episode of The Walk Thru, where Mia breaks down exactly how she films these videos:
