I’ve been kicking around a concept for a while now, and I don’t even know if I’ve landed on the perfect name for it yet, but I believe this is where real estate content is headed in 2026.
I’ll call it “in-the-moment content.”
And no, it’s not another complicated strategy or content system you need to learn.
It’s actually the opposite.
The More Polished Content Gets, the More Human Content Wins
We’re officially living in a world of AI captions, recycled hooks, and highly produced short-form videos. And here’s the funny thing:
The content that’s starting to stand out doesn’t look like it was made to be content at all.
It looks like:
- A quick thought
- A short story
- Something you shared without overthinking
- A post made natively, right inside the app
People can feel when something is posted just to chase likes or engagement. It has that bait-and-switch energy. And I’ve been saying this for a while now:
The highly edited, talking-head, “educational” videos don’t perform the way they did when that format exploded in 2021.
One of the Best Examples in Real Estate Right Now
One of the best creators in real estate right now is Ricky Carruth, and he mainly does three types of content:
1. Green Screens
Green screens are built-in trendjacks because they’re timely. The article itself becomes the hook.
What makes them work is how organic they feel. It looks like Ricky read an article and hit record five seconds later. No overproduction. No heavy editing. Just timely commentary made directly on Instagram.
Here’s an example of one of his green screens:
View this post on Instagram
2. In-Car Rants
The car is one of the most relatable settings for people, especially real estate agents.
These videos feel natural and comfortable, like a thought popped into his head between appointments and he decided to share it. He usually leads with a strong text-based hook, so even if you’re watching without sound, you’re pulled in.
Take a look:
View this post on Instagram
3. Create-Mode, Text-Only Posts
This is one of the most underrated formats right now.
It’s made natively on Instagram. It’s easy to read, easy to comprehend, and is super sharable. I also like how he signs off on it like a stamp of approval.
It’s not a fancy Canva quote card or text that he put on some B-Roll. He just opens Instagram, goes into create mode on Stories, downloads it, and posts it.
People resonate with content that feels like it was made in the moment: not for the sake of engagement, but for the sake of “I just had to get this out.”
Here’s an example of his create-mode, text-only posts:
View this post on Instagram
What This Looks Like for Real Estate Agents
If you’re an agent wondering how to apply this, here are a few simple examples:
- Talking in your car after a showing
- Green-screening a local article about your market or community
- Storytelling like you’re FaceTiming a friend
- Sharing a thought you had with a client that stuck with you
The same idea applies to static posts. Sometimes the best post isn’t a perfectly designed graphic.
It’s:
- A Notes app screenshot
- A create-mode text post
- Something raw, clear, and honest
The Big Shift Agents Need to Understand
In 2026, the agents who stand out won’t be the ones posting the most polished content.
They’ll be the ones who feel the most human.
By the way, we have a community built for agents who want to build their brand on social media the right way in 2026.
Join BAMX today with a 7-Day Free Trial and get in on our next content audits!
