Why Is My Real Estate Content Not Working?

If you’ve been spending time creating social media content but aren’t seeing growth, you’re not alone. Many real estate professionals find their efforts falling flat because they’re stuck in the wrong type of content. The truth? Not all content is created equal, and some strategies do more harm than good.

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The Four Types of Real Estate Content

Let’s break down the common categories of real estate content and identify what works—and what doesn’t.

1. “Look at Me” Content

This type of content focuses on flaunting your lifestyle—photos of your abs, a luxury car, your latest watch, or exotic vacations. While a sprinkle of this can add personality, overdoing it won’t grow your business. It doesn’t offer value to your audience, and without value, people won’t stick around.

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2. “Buy My Stuff” Content

We’ve all seen the endless posts: “Just sold this house!” or “Check out my latest listing!” While promoting your services is essential, relying solely on this type of content can quickly make your audience tune out. If your page is full of listings with no diversity, it’s no wonder your growth has stalled.

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The Secret to Growth: Mix It Up!

To truly engage your audience and grow your following, your content needs variety. Enter the game-changers: entertaining and educational content.

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3. “Entertaining” Content

This is your chance to make your audience smile or laugh. Share fun stories or quirky experiences from showings, open houses, or client interactions. A lighthearted touch keeps your content engaging and helps build a connection with your followers.

4. “Educational” Content

This is where you really shine by offering value. Share tips, insights, or how-to guides that benefit your audience. For example:

• How to stage a home for maximum appeal.
• Quick DIY tricks to improve curb appeal.
• Using lighting to create a cozy vibe.
• The best scents to make your home inviting.

And the best part? You don’t even have to show your face if you’re camera-shy. Carousel posts and graphics are still incredibly effective, especially on Instagram.

Let’s Compare: Adding Real Value

❌ No Value: Content that doesn’t connect or engage—think flashy lifestyle shots or overly promotional posts.

✅ Real Value: Content that informs, entertains, and connects with your audience, leaving them with something to remember.

When you focus on creating valuable and engaging content, your audience will not only grow but will also start to trust and connect with your brand.

What Are You Offering Your Audience?

Take a moment to reflect on your content strategy. Are you giving your followers something to enjoy, learn from, or engage with? If not, it’s time to shift your focus. Start creating content that truly resonates, and watch your page transform into a platform your audience loves to follow. But remember—consistency is key. Results won’t appear overnight. Building a strong, engaging presence takes time, patience, and dedication. Stick with it, and you’ll see your page grow.

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