Four years ago, I could pretty much guarantee engagement on certain posts. I could craft a meme for The Broke Agent or something for BAM and think to myself, “Oh yeah, this is a banger.”
And nine times out of ten, it would perform how I expected. I felt in tune with the audience, and I was confident the algorithm would push it out because that’s what the algorithm did back then. It showed content to your actual followers and then they would actually interact with it.
Not so much anymore. Behavior has changed. The algorithm has changed. Likes and comments are in a recession and scrollers just want to see what’s next.
Posting today feels more like a shot in the dark. Engagement is unpredictable.
Case in point: I posted this this week, and it completely flopped.
One of my worst-performing pieces in years — and it was timely, funny (or at least I thought it was), and nearly identical to something I’ve posted before that went viral.
So what’s my point? Not a sob story. Not “boo hoo I don’t get as many likes as I used to!”
It’s this: The Game Has Completely Changed
There is just so much content now. So much competition.
A few realities:
- The average person sees 10,000 posts per day
- There have been 34 percent more Reels posted this year than last
- A few years ago agents were just waking up to content. It wasn’t seen as “non-negotiable.”
- Today? Everyone posts. Everyone knows they have to. And every brand, agent, person, and entity has become a media company.
Add AI, ChatGPT, and apps like Sora into the mix and the volume of content is only going up.
Also, I heard Gary Vee say there are going to be billions of AI influencers publishing content in the next couple of years. So, we have that to look forward to.
I’m not saying this to scare you. I’m saying this to motivate you. The agents who commit to consistent VALUE will win, and the ones who get caught up in post performance and don’t make adjustments will lose.
What This Means For You: You Have to Step Up Your Game
1. Increase Volume. Increase Quality. Post More. And Post Better.
People worry about “exhausting their audience.” You won’t. As Hormozi says, there’s an endless appetite for value.
If you’re providing new information, education, news, entertainment, humor, or anything that helps your audience then you’re never posting too much.
2. Detach From the Results
Yes, engagement is feedback, but if you obsess over it, you’ll stop posting. And when you stop posting, you lose the single biggest advantage you have: another at-bat.
A bad post doesn’t mean you’re bad at content. It means you’re like everyone else in 2025. Half my content flops now. Swipe it away and post again. The best skill I’ve developed in 2025 is the ability to immediately move on from a clunker. I still like to figure out what didn’t work about it, but I don’t take it personally.
3. Switch Up Your Formats
If something stops working, don’t panic…just convert it into something else.
- Turn a Reel into a carousel
- Turn a carousel into a Reel
- Turn your thoughts into text-only posts
- Change the backdrop (your car, a walk, the airport, a listing)
- Drop a totally random “offspeed pitch,” as Gary Vee says. He posted about how much he likes blueberries once and it got tens of millions of views. So, post about stuff you normally wouldn’t and see what the reaction is like.
Your formats should always be evolving.
4. Post Everywhere, Not Just Instagram
This is one of the biggest mistakes agents make today. They pick one platform and go all-in.
If you post something that does:
- 500 views on IG
- 3,000 on Facebook
- 2,000 on LinkedIn
- 1,500 on Threads
- 1,000 on X
That’s 7,000+ impressions from one idea. Meanwhile, another agent will post one piece of content just to Instagram and get 3,000 impressions. In this scenario, YOU would be winning because more people saw your content across different channels.
By the way, Facebook’s organic reach especially is exploding right now. Don’t forget about the OG social platform.
The Moral of the Story
There is a direct correlation between: how much you post, your reach, and staying top of mind with clients.
The days of predictable engagement are gone. Most of your posts won’t perform the way they used to. And that’s fine.
What matters now is consistency, experimentation, and value.
Post more. Post better. Post without fear.
Your audience and your future business will thank you.
And before you go…
Attend The BAMMYs, our real estate content award show. I’ll be hosting, along with Byron Lazine and Matt Lionetti.
Before the show kicks off, Alyssa Curnutt is breaking down her full holiday content plan and what she’s doing in Quarter 1.
If you want to know what’s working next, you need to be there.
