Is your social media more obnoxious than crisp? Contributor Kate Hulbert holds a mirror up to trend-chasing agents with fewer friends
For years, real estate agents have been told the same thing. “Use social media.” That way, you can build your territory, stay noticed, connect with customers, and market your listing. This is the most effective free(ish) marketing available, and many agents find it non-negotiable.
Social media has become a core part of how agents build their brands. But somewhere along the way, the pressure to stay noticed blurred the line between strategic marketing and posting just to keep up. Here are four ways agents chasing trends can lose customers and potential business.
The consistency trap
So start posting. They photograph property walk-throughs, share clips of their daily lives, and give market updates from the comfort of their cars to show people they’re a real person, not just a photo with a license plate.
You can immediately see that the algorithm values consistency. And that’s where things start to get difficult. The pressure to post something starts to outweigh the strategy behind what you post.
If you’re starting to run out of content ideas, the easiest way to maintain momentum is to piggyback on trending reels. In some cases, these trends are related to real estate and can truly increase your reach. It’s tempting, and honestly understandable, to ride the wave of views and engagement when it’s coming.
But visibility doesn’t necessarily mean authority. And engagement doesn’t necessarily equal trust.
When trends no longer serve brands
Once you start chasing views and likes, it’s surprisingly easy to lower the bar without realizing it. Especially for professionals in industries like real estate, chasing trends can take content away from its actual role. Your posts will begin to prioritize entertainment over credibility, and your online presence will eventually start to feel disconnected from you as a professional.
This is especially true in real estate, as social media is one of our primary marketing platforms. Everyone is posting. Everyone is competing for attention. When you feel the need to stand out, catching on to trends may seem like the easiest way.
But there are questions worth asking here. Are these views worth the cost?
professionalism gap
Now, I’m not saying you shouldn’t jump on big trends. Some are funny, some are harmless, and some are really effective. What I’m saying is that your trend-chasing habits can secretly push you into content that feels unprofessional or off-brand, and you might not realize it until it starts working against you.
Your followers may laugh at you. But how will potential clients interpret it? How will past clients perceive it? What about the brokers, financiers and other industry partners who will be paying attention, even if they’re not double-tapping?
When you focus on quantity over quality, you forget what’s important. So social media is basically your digital resume. Despite all the talk about real estate agents on the internet, real estate agents are still a business based on trust. Professionalism is important even when trying to gain sympathy.
Why engagement metrics can be misleading
It’s easy to focus on and get motivated by viewing, liking, sharing, and saving. (We’re all human, and high-performance reels work like caffeine.) But if you’re trying to balance professionalism with social media success, you need to zoom out and ask harder questions.
Is my content driving inquiries? Does it lead to referrals? Am I building brand awareness in a way that I’m proud of? Is this attracting the right audience… or just the audience?
Because content spread for the wrong reasons can secretly harm your business. People may see it, laugh, and like it, but they may still decide that you’re not an agent they can trust with important financial decisions.
Your content needs to be in line with the customer demographic you want to reach, not just trends.
A better framework for social media content
Now, I may sound like I’m obsessed with social media, but I promise I’m not. I’m not against the trend, just supporting the strategy. Before shooting a reel that feels a little wonky (in the name of “content”), do a quick check.
Brand Check: Does this align with how I want to be seen professionally?Client Check: Will my ideal client trust me more after seeing this?Longevity Check: Will I still support this in a year?Purpose Check: Is this interesting and enhances my expertise, or is it just filling space?
The long game is more important than algorithms
You don’t have to ride every wave to be successful on social media. There is rarely value in pursuing short-term engagement at the expense of long-term trust. The most effective agents online are not the most vocal. They are the ones who consistently show up as themselves.
January is Social Media Month at Inman. Start the year with a deep dive into the most important platforms, the latest algorithm changes, the smartest strategies to stand out, and more. Additionally, we are rolling out the coveted Inman Power Player Award and the New York Power Brokers and MLS Innovators of the Year class.
Kate Halbert is the Marketing Director for Bozeman Real Estate Group in Bozeman, Montana. Follow her on Instagram or Facebook.
