I’ve been saying this for a couple years: talking-head style Reels where you’re just doing straight education are pretty much dead.
Haley Ingram, founder of Coffee & Contracts, agrees and posted a detailed breakdown on exactly how real estate agents can create talking-head videos that get engagement and convert to clients.
I watched the whole video (you should too), and these are my main takeaways from Haley.
#1: Stop trying to impress other agents
The biggest mistake agents make is creating flashy, overproduced real estate videos that get praise from other agents instead of attracting future clients. The goal is to reach locals and people relocating, not impress the industry.
My take: She’s right.
Praise from other agents looks great in the metrics but rarely results in actual business (unless it’s a rare referral). The dopamine feels good, but you’ll start to wonder why you’re posting when you get no leads from it. Take it from someone (me) who ONLY catered to real estate agents and got exactly zero leads from it.
#2: Instagram rewards attention, not production quality
According to Instagram’s algorithm, videos should:
- Stop the scroll immediately.
- Keep people watching until the end.
- Get shares and saves.
- Encourage people to use the audio or send the Reel to someone else.
Every Reel is essentially an audition. If it performs well with a small audience, Instagram expands the reach.
My take: For Reels, the only production quality I would focus on is making sure you have decent lighting and good audio. If your audio stinks, nobody will watch.
#3: Think beyond buyers and sellers
Don’t make content that’s only relevant to someone buying a house this week.
Instead, create content that:
- Locals find interesting.
- Future buyers will save.
- People will send to friends.
- Relocators care about.
Broad relevance beats niche transaction advice.
My take: This times 1,000. How many people in your audience are at this exact moment looking to hear about down payment options or why listing in the summer is better than the fall? Next to nobody. It doesn’t mean you should never make this content. It means what Haley said. Focus on community.
#4: Hooks are everything
A hook should:
- Be delivered in under 3 seconds.
- Create curiosity.
- Give someone a reason to keep watching.
- Be understandable even with the sound off (use text on screen).
My take: Watch your content without sound and see if you’d skip it. Always put yourself in the audience’s shoes.
#5: Use a simple Reel framework
Every talking-head Reel should follow this format:
- Hook
- Quick credibility statement (optional)
- One clear idea or story
- One CTA (follow, save, comment, DM, etc.)
Don’t cram multiple lessons into one Reel.
For regular Reel ideas and templates, get a free week of Coffee & Contracts:
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My take: One of the biggest mistakes I see agents make is having multiple calls to action. They’ll say, “Like, comment, share,” or “Comment the word this and share this with a friend.” Too much. Just have them do one thing or they’ll do nothing.
#6: The best topics are highly shareable
Ask yourself:
- Would someone send this to their spouse?
- Would someone save this?
- Does this reveal something surprising?
- Does this solve a problem?
Generic topics (“7 signs you’re ready to move”) usually underperform compared to specific insights (“Ask for seller credits instead of a price reduction”).
My take: You are your best audience. If you wouldn’t like the video and would skip it, you should skip posting it.
#7: Batch your content
Instead of making one Reel at a time:
- Brainstorm 5 topics.
- Write 5 scripts.
- Record all 5.
- Edit all 5.
- Schedule all 5.
My take: Bring different clothes, wear different outfits, and be in slightly different settings.
#8: Keep production simple
You don’t need expensive equipment.
Recommended:
- Phone
- Tripod or car mount
- Ring light
- Optional microphone
The emphasis is authenticity over cinematic quality.
My take: No notes.
#9: Editing should increase retention
Best practices:
- Remove every pause.
- Start talking immediately (no “millennial pause”).
- Keep videos around 30–40 seconds.
- Add captions.
- Put a text hook at the top.
- Add visual elements (photos, screenshots, zoom-ins) every few seconds to keep attention.
My take: Want better retention in your videos? Make them shorter. Are you more likely to watch a 30-second video all the way through or a 60-second video?
#10: The content test
Before posting, ask:
- Can I say the hook in under 3 seconds?
- Is it interesting to someone who isn’t buying today?
- Would someone in my city care?
- Would someone share or save it?
- Does it sound like something I’d actually say?
My take: That last part is key. If you’re doing a content voice or you think you’re sounding like what you think a content creator should sound like, check yourself and go back to you.
Haley’s been a good friend of mine for six years, and she’s consistently put out some of the most valuable content in real estate. Give her a follow on Instagram, subscribe to her YouTube channel, and if you haven’t checked out Coffee & Contracts yet… it’s probably time. Here’s a free week of their content.
