Sometimes the best marketing conversations don’t happen in the boardroom. These happen in everyday moments of unscripted conversation, where ideas flow naturally and creativity takes over.
Recently, I had the opportunity to sit down with Eric Simon, better known throughout the industry as “The Broke Agent,” to talk about what’s really going on with social media right now. Within minutes, the discussion turned to the types of content formats that stop users mid-scroll and engage them.
One theme quickly became apparent. That said, most real estate content doesn’t have problems because the information is incorrect. It’s a pain because the format looks exactly the same as the others.
Here are some frameworks agents can use to change this:
Start from pattern interrupt
If you scroll through social media enough, you’ll notice a pattern. Most real estate videos look the same.
Agent sitting behind the desk. An agent standing in front of a property. An agent gives five tips to the camera.
That’s why patterns break your work. Pattern interruptions are nothing more than a visual break in the rhythm of what users expect in their feed.
For example, filming a conversation in a car immediately feels different. It feels casual and unscripted. This is reminiscent of formats viewers are already familiar with in entertainment, such as “comedians in cars drinking coffee” and “carpool karaoke.”
Simon said the familiarity of these formats plays a big role in why they work.
“If you see two people talking in a car, that’s almost voyeuristic content,” Simon said. “You feel like you’re participating in a conversation. It’s much more interesting than someone just sitting at a desk and saying, ‘Here are five reasons why you should buy a home.'”
When viewers see something familiar but unexpected, they become curious and stop to see what’s going on. Lesson for agents: Setting your content is just as important as your message.
“Man on the Street” Format
Another content style that consistently performs well is on-the-street interviews. The idea is simple. Walk around public areas and ask people questions about the property.
An example of a question asked using this format is “What do you think the average price of a house is in this city?”
The answer is usually wildly inaccurate, but that’s the point. Some predict $300,000. Some speculate $3 million. This series creates entertainment, which opens the door to education.
Instead of simply giving an average price, we give you a guess and then reveal it. Statistics are now part of the story. And stories attract far more attention than direct information. Simon said the unpredictability of the response is what makes the format effective.
“You’re going to get crazy numbers because no one actually knows what the average house price is,” he says. “Some people say $4 million, some say $400,000. And you can come and say, ‘Actually, it’s $650,000.'” It becomes a more fun way to teach. ”
One of the surprising elements of the “Man of the Street” format is that the failures are often the best parts. Some people refuse to be interviewed. Some of the interactions are awkward.
Showing these moments actually increases engagement because the audience recognizes the creator as a human being. Perfectly polished marketing content can sometimes feel far away. Authentic content is relatable.
“FaceTime” style video hook
Another format gaining traction on social media is what creators often refer to as “FaceTime-style videos.” Rather than start the video already talking, the clip begins with the creator putting down the phone, making it appear as if someone has answered a FaceTime call.
The hook might sound like this: “Hey, I just had the craziest conversation with a buyer and we have to talk about it.”
The moment creates the illusion that the viewer has entered a live conversation. Simon mentioned Marley Presswood, an agent in the Mount Pleasant, South Carolina, area who has mastered this approach.
“She starts every video by saying something like, ‘I just had this conversation with a buyer,’ and then hangs up as if she’s FaceTiming someone,” Simon said. “Sometimes she’ll make a sandwich or do something with her hands. It feels like instant content rather than something that’s overly scripted.”
Its spontaneity keeps viewers entertained.
Use movement as a hook
Movement at the beginning of a video is one of the easiest ways to grab attention. Instead of starting with a static shot, creators can:
Enter the frame Open the door Sit Get into the car
Even a few seconds of movement can make your video feel more dynamic. Simon said these visual cues allow creators to buy the most valuable currency on social media: attention.
“Even something as simple as getting in your car and closing the door can be a visual hook,” he said. “I immediately think, ‘What is this person trying to say?'”
Those extra few seconds are often the difference between a viewer staying or scrolling.
Timeliness trumps timing
One of the biggest misconceptions in social media marketing is that success depends on posting at the perfect time. In reality, timeliness is much more important than timing.
Timeliness means connecting your content to what people are already paying attention to. This strategy is often called trendjacking or newsjacking. Simon shared an example of a meme he posted during the Super Bowl.
“It was literally a two-second video mentioning Bad Bunny’s halftime performance,” he said. “It received over 1 million views and 10,000 shares as everyone experienced the moment at the same time.”
For agents, this means creating content that:
Major sporting events Popular TV shows Local news articles Restaurant openings New developments
Content will spread further when it feels relevant to the moment.
Leverage pop culture in your listings
Another tactic many agents are experimenting with is incorporating recognizable voices into their listing videos. For example, some agents use trending audio related to shows like “Dancing with the Stars” and “White Lotus.” When viewers recognize your voice, they instantly feel connected to your content.
But the key is timing. Simon said posting content related to pop culture is most effective when a show or event is currently trending.
“If someone watches the show and hears the audio, they’re immediately hooked,” he said. “In some cases, the audio alone can be enough to make you watch the entire video.”
Look beyond real estate for inspiration
One of the best pieces of advice we had in our conversation was simple. Don’t just study content related to real estate. Great creators draw inspiration from everywhere. Comedy creator. food channel. Lifestyle influencer.
Other industries are constantly experimenting with storytelling formats. Simon says he spends a lot of time researching how creators outside the real estate industry package their content.
“I always look at what’s working in other industries,” he said. “In some cases, it’s a simple packaging style or format that can be adapted to the property.”
Format is often more important than topic.
the simplest strategy
After discussing hooks, frameworks, and trends, one insight stood out above the rest. The best content often comes from sharing what you really enjoy.
Simply put, Simon said, “Post about what you want to do.” “If you’re a golfer, create content on the golf course. Other golfers will relate to that. They’ll think, ‘Oh, this person plays golf just like me.'”
Creating content around what agents naturally do shows their personality. And individuality builds connections. People don’t hire agents just for their expertise. They hire people who make them feel comfortable.
The real purpose of real estate content
The ultimate goal of your content is not to impress other agents. This is to increase intimacy. When someone in your community overhears a conversation about buying or selling a home, you want your name to be the first to come to mind.
This is achieved through consistent visibility. Not one perfect video, but a steady stream of authentic moments that show who you are and how you think. Sometimes the best content strategy is as simple as turning on your camera and capturing the conversations that are already happening.
March is Marketing and Branding Month at Inman. As the spring sales season begins, we examine the proven tactics and new innovations that are driving results in today’s market, and celebrate the industry’s top marketing and branding leaders with Inman’s Marketing All-Star Awards.
Eric Simon can be found on Instagram.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
