Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.
Social media is shifting — again. Instagram is rumored to be splitting Reels into its own standalone app, while also dropping a new guide to help creators break through the algorithm. Meanwhile, Meta is developing a standalone chatbot app, signaling a bigger push toward AI-powered customer service in DMs.
Beyond platform updates, economic news has dominated online conversations this week. For real estate professionals, this presents an opportunity to provide context, offer insights, and engage in discussions that matter to buyers and sellers alike.
Instagram’s new creator guide: Breaking through the algorithm
Instagram has released a new guide to help creators get exposure and offer insights into its evolving algorithm and engagement trends.
Key takeaways:
Post regularly. Consistency still matters for visibility.
Create stand-alone content. Posts should make sense on their own, rather than relying on previous context.
Experiment with different formats. Instagram continues to prioritize a mix of Reels, carousels and static posts.
For real estate professionals, this means:
Regular posting helps keep your content in rotation.
Market insights, home tours and client testimonials should be engaging without extra explanation.
Test multiple content types to see what resonates best.
Instagram’s algorithm continues to shift, but those who adapt their content strategies accordingly will see the best results.
Instagram’s rumored Reels app could change video strategy
Instagram might be going all in on Reels. According to The Information, Instagram chief Adam Mosseri reportedly told staff that the company is considering launching a separate Reels app to house its short-form videos.
Why does this matter?
If true, this signals Instagram is doubling down on Reels, making short-form video even more critical.
Reels could get more breathing room rather than being buried under other content on Instagram’s main app.
It could split audiences, similar to how Facebook Messenger separated from the main Facebook app.
This is still a rumor, but if Instagram moves forward with a standalone Reels app, real estate professionals should be prepared to adjust their video strategy accordingly.
Meta’s standalone chatbot app and the future of AI in DMs
Meta is developing a standalone app for its AI chatbot, further pushing the integration of AI-powered conversations. This move suggests Meta is positioning chatbots as a bigger part of customer service and engagement.
For real estate professionals, this is a sign to start considering AI-powered responses in DMs. Why?
Chatbots can filter common inquiries, allowing agents to focus on serious leads
They can provide quick answers to FAQs about listings, processes, or market conditions
AI tools can help streamline communication without losing the personal touch
As AI becomes more integrated into social platforms, businesses that embrace automation while maintaining authenticity will have the edge.
Economic news is trending — how real estate agents can weigh in
This week, economic updates have dominated social media, with discussions on inflation, interest rates and home prices taking center stage. These conversations provide a major opportunity for real estate professionals to engage and provide context.
How agents can leverage trending economic news:
Break it down: Simplify complex economic trends into digestible, client-friendly insights
Offer local context: National trends don’t always reflect local markets — explain what’s happening in your area
Use video: Quick Reels or Stories can be an easy way to address economic updates without overwhelming audiences
When major news dominates online discussions, agents who position themselves as informed, helpful voices can gain traction while offering real value.
TikTok’s evolving landscape: A new desktop experience, creator tools and a potential sale
TikTok is making big changes — both on how users experience the platform and on who might own it in the future.
First, TikTok is rolling out a refreshed desktop app, bringing more of its mobile features to a fully immersive web experience.
The update includes:
A modular layout for better navigation
A refreshed For You feed that mirrors mobile
A new Explore tab for discovering trending content
A Floating Player that allows users to keep watching while browsing
Why does this matter? The shift suggests TikTok is pushing for more engagement across devices, making it easier for professionals — including real estate agents — to manage content, engage with audiences and explore trends without being tied to mobile.
TikTok One replaces Creator Marketplace
TikTok is phasing out its Creator Marketplace and replacing it with TikTok One, a centralized hub for brand collaborations, analytics and campaign management.
Dates to know:
March 1: No new campaigns can be created in Creator Marketplace
April 1: Creator Marketplace shuts down completely and redirects to TikTok One
This means all influencer partnerships, creator collaborations and ad campaigns will now be managed under one system, offering:
More streamlined tools for brands and creators
Better analytics for performance tracking
Easier campaign creation within a single dashboard
For real estate professionals looking to leverage influencer marketing, TikTok One could make connecting with content creators simpler and more effective. If you’ve used Creator Marketplace, now is the time to upgrade your account before the switch becomes mandatory.
McCourt’s Project Liberty is leading an effort to buy TikTok’s U.S. assets alongside other interested buyers like Microsoft, Oracle and former Activision CEO Bobby Kotick.
Why does this matter? If a sale happens, it could lead to major changes in how TikTok operates, particularly in terms of data privacy, content moderation and algorithm transparency. For brands and creators, this means potential shifts in how the platform is regulated and monetized in the U.S.
TL;DR (Too Long, Didn’t Read)
📹 Reels might get its own app: Instagram could be splitting Reels into a standalone platform, making short-form video even more essential.
📢 Instagram shares new engagement tips: Posting consistently, making stand-alone content and experimenting with formats will help boost visibility.
🤖 Meta’s chatbot push: A new standalone AI app could signal the future of automated customer service in social media DMs.
💰 Economic news is trending: Real estate agents can gain traction by simplifying key insights and offering local perspectives.
🎬 TikTok upgrades its desktop experience: A new layout, floating player and refreshed For You feed make the platform more accessible beyond mobile.
🔄 TikTok One replaces Creator Marketplace: Brands and creators must switch to TikTok One by April 1 for campaign management and influencer partnerships.
💸 TikTok’s future remains uncertain: Reddit co-founder Alexis Ohanian joins a bid to buy TikTok U.S., raising questions about the platform’s long-term ownership and operations.
As Instagram refines its algorithm, TikTok consolidates its creator tools and Meta pushes AI-driven engagement, staying adaptable is more important than ever. Keeping up with these changes isn’t just about visibility — it’s about making sure your strategy evolves alongside the platforms that shape
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her onInstagram,LinkedIn,Threads, orBluesky.
Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
With over 25 years in real estate, Jennifer Darby Metzger has built a career of leadership, innovation and an unwavering commitment to elevating the industry. A second-generation real estate broker and the owner and managing partner of The Agency Rutherford, Darby Metzger has not only helped shape the New Jersey market — she’s actively redefining it.
From earning a spot on Realtor Magazine’s “30 Under 30” to being named RealSource Association of Realtors 2013 Realtor of the Year, Darby Metzger has been recognized at every stage of her career for her contributions to the industry. She holds multiple NJ Realtors Circle of Excellence Sales Awards at the Gold, Silver and Bronze levels and is a lifetime member of the NJ Realtors Distinguished Sales Club.
Her expertise spans residential and commercial real estate, and she holds certifications in Certified Residential Specialist (CRS) and Short Sales and Foreclosure Resource (SFR). The National Trust for Historic Preservation recognizes her work with historic properties.
Beyond transactions, Darby Metzger is a mentor, speaker and industry advocate. She has spoken at ERA Real Estate’s National Convention, served on the ERA National Advisory Council and founded The ERA Starfish Project, a community-driven initiative dedicated to giving back.
Most recently, Darby Metzger made a bold move by bringing The Agency to New Jersey, leading the charge as the Managing Partner of The Agency Rutherford — the first independently owned and operated office of this globally recognized brand in the state. Her mission? To elevate real estate by fostering a brokerage built on expertise, collaboration and a true commitment to client success.
Name: Jennifer Darby Metzger
Title: Owner/managing Partner
Brokerage: The Agency Rutherford
Location: Rutherford, New Jersey
Team size: 25 agents and growing
Transaction sides: 185 sides in 2024
Sales volume: 2024 sales volume: $96,079,126
What are 5 things you’d like readers to know about you and your brokerage?
We’re making history in New Jersey — The Agency Rutherford is the first location of this globally recognized brand in the state of New Jersey, and we’re setting the bar high.
Luxury is a service, not a price point — we bring an elevated experience to every client, regardless of price range. Our market is not a luxury market. Yes, we have luxury listings, but our clients buy and sell in all price ranges and should have the same experience regardless of the price.
We believe in building relationships together and having fun while doing it – we spend a lot of time with one another, so we may as well enjoy it! Our team culture is all about collaboration, positivity, and mutual success.
Deep local expertise — I’ve spent my entire career in New Jersey real estate, and our team has unparalleled knowledge of the market.
The power of positivity drives everything we do – Real estate is a business of energy, mindset and relationships. We focus on solutions, celebrate wins and always move forward with a can-do attitude.
Why/how did you get your start in real estate?
I actually went to college to become a high school science teacher, but soon after graduation, I joined the family business as an agent, and I was hooked. Real estate is one of those careers where, when you put in the time to get educated and really good at what you do, there’s no turning back.
You blink, and 25 years have passed in what feels like an instant. I love the dynamic and creative nature of this business, the relationships I’ve built and the ability to guide people through one of the most important financial decisions of their lives.
How did you choose your brokerage (first or current)?
I spent my whole career with ERA Real Estate, building a strong foundation and reputation in the industry. But when I discovered The Agency, I saw an opportunity to bring something truly different to New Jersey.
The brokerage promotes boutique smart brokerages and is very selective about who they bring on board — which aligns perfectly with how we operate at our office. We don’t want tons of license hangers; we want a selective group of smart professionals who are dedicated to their craft, committed to exceptional service and ready to elevate the real estate experience. It was a fit from Day 1, and I knew it was the right move — not just for me but for my agents and clients.
What do you wish more people knew about working in real estate?
Many people assume real estate is an easy career or a quick way to make money. The reality is this business requires an incredible amount of discipline, adaptability and perseverance. Success doesn’t happen overnight — it’s built through hard work, continuous learning and delivering exceptional service to clients every day.
The best agents are the ones who really care about their clients, focus their full-time attention on the real estate business, and truly understand the whole picture of what owning a home or investment property means.
Tell us about a high point in your brokerage career. How did you get there?
One of the biggest milestones in my career was purchasing a commercial building during COVID and transforming it into the new “home” for our office. It was a leap of faith during uncertain times, but I believed in the vision.
Beyond just creating a beautiful office space, I took a bold step back to evaluate the industry, our market and what was next. I knew that I had to make a decision — not just for myself, but for my agents and our community — on what brand would best support our next chapter.
That decision led me to The Agency. Taking that leap was a BOLD move for sure, but it has been one of the most exciting moments of my career.
What’s your top tip for freshly licensed brokers?
Long-term success in real estate comes down to knowledge, consistency and relationships. My advice to any agent — whether new or seasoned — is to find a mentor, never stop learning and treat every transaction as if it were your own home.
This industry moves fast, and while getting your license is the first step, true success comes from surrounding yourself with top professionals, staying ahead of market trends and always providing value to your clients.
And most importantly — keep a really, really good database. Even if it’s just a simple Excel spreadsheet, remember: Your people are your business. The agents who nurture their network, stay in touch with past clients, and consistently follow up are the ones who build sustainable, long-term careers in real estate.
Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.
Social media is built for engagement — but not all engagement is positive. While platforms roll out new tools to automate content and combat misinformation, brands are finding that creativity is often the best defense against online negativity.
Just ask Duolingo. After staging a fake funeral for its beloved owl mascot, the company “resurrected” Duo in a viral stunt that racked up 12.8 million views, over 1 million likes and nearly 10,000 comments. Instead of letting social media’s toxicity take over, Duolingo leaned into humor, proving that playfulness and audience participation can shift the conversation in your favor.
Meanwhile, LinkedIn is finally adding email metrics for newsletters, Facebook is testing automatic post sharing, Instagram is changing how testimonials appear in ads, and Meta’s new Community Notes feature is raising questions about misinformation.
From algorithm tweaks to audience psychology, the way we interact online is always evolving.
LinkedIn finally adds email metrics for newsletters
For real estate professionals using LinkedIn newsletters to build their brand, there’s finally a way to measure impact. The platform has introduced two basic — but necessary — email metrics:
Email sends: How many subscribers received a notification email about your newsletter.
Open rates: The percentage of subscribers who opened that email.
Until now, LinkedIn’s newsletters lacked meaningful performance data, leaving creators in the dark about whether their audience was actually engaging. While these are entry-level insights, they’re a step toward better content strategy and audience understanding.
Lesson: Tracking engagement matters. If your open rates are low, it might be time to adjust subject lines, content style or send times to capture more attention.
Facebook tests auto-sharing posts to broadcast channels
Facebook is rolling out a new feature that lets users automatically share their first two posts of the day to their broadcast channel, along with an optional poll or message.
For real estate professionals, this could mean:
Less manual posting while still keeping followers engaged.
Increased visibility for updates, listings or market insights.
More interactive engagement with polls and messages.
The ability to turn auto-sharing on and off makes it flexible, but whether it actually boosts engagement remains to be seen.
Lesson for real estate agents: Automation is helpful — but only if you’re sharing valuable content. If your posts don’t resonate, auto-sharing won’t change that.
Duolingo’s demise (and resurrection) shows the power of creativity
Duolingo’s beloved green owl, Duo, “died” — and has now came back to life. The brand staged a fake funeral for its mascot, triggering an outpouring of reactions, memes and fan-made tributes. A day later, it “resurrected” Duo, racking up 12.8 million views, more than 1 million likes and nearly 10,000 comments on its announcement post.
One of the best responses came from Six on Broadway, referencing the musical’s famous tagline: “Divorced ❌ Beheaded ❌ SURVIVED 👑”
Why did this work? Duolingo thrives on internet humor, self-awareness and audience participation. Instead of playing it safe, it leaned into absurdity, giving its followers something to talk about — and making them feel part of the joke.
For real estate professionals, this is a reminder that creativity can be an antidote to online toxicity. The internet can be a harsh place, full of negativity and knee-jerk reactions. But brands that embrace humor, relatability and audience engagement can shift the conversation in their favor.
Lesson for real estate agents: Don’t just post — entertain.
Creativity is a powerful tool for overcoming algorithm fatigue, negativity and disengagement. Whether it’s a playful spin on a market trend, a lighthearted behind-the-scenes moment or an interactive audience challenge, real estate professionals can use storytelling to stay top-of-mind — without getting caught up in the chaos of online discourse and toxicity.
YouTube’s long-form, searchable content is still a major driver of trust and visibility.
Although TikTok is great for engagement, it may not be the best platform for direct conversions.
Lesson for real estate agents: Don’t rely on trendy short-form content alone — balancing it with longer-form, educational content on Facebook and YouTube may yield better results.
Instagram’s new ‘Testimonials’ ad format shakes up endorsements
A new way to leverage client testimonials in paid advertising
More credibility for real estate brands if endorsements come from trusted voices
Potential for misleading promotions if disclosure rules aren’t enforced
This update is part of a larger trend toward influencer-driven marketing, where even text-based recommendations can now be monetized.
Lesson for real estate agents: Word-of-mouth marketing is evolving — but transparency matters. Keep an eye on how Instagram enforces disclosure rules with this new format.
Meta’s ‘Community Notes’ raises new questions about misinformation
Meta is replacing its fact-checking program with Community Notes, which will allow users to add context to public posts across Facebook, Instagram and Threads. If enough people agree with a note, it gets attached to the post as additional context.
This sounds good in theory, but it raises a big question: Who decides what’s factual?
For real estate professionals, misinformation and fake news can be a real issue, especially when it comes to:
Housing market trends: Misleading claims about pricing, mortgage rates or home values
Industry policies: Misinterpretations of real estate laws or lending rules
Clickbait market predictions: Sensationalized headlines that fuel unnecessary panic
The problem? Crowdsourced fact-checking is often influenced by popular opinion rather than expertise.
Lesson for real estate agents: Dealing with misinformation is part of being online. If you see misleading real estate claims, be proactive in addressing them on your own platforms. Building credibility with consistent, well-researched content is the best defense.
TL;DR (Too Long; Didn’t Read)
Track your audience: LinkedIn’s new email metrics help newsletter creators refine their strategy.
Creativity beats toxicity: Duolingo’s viral stunt proves that humor and engagement can shift online conversations in your favor.
Use automation wisely: Facebook’s auto-share feature could save time, but strategy still matters.
Know where buyers search: Facebook, YouTube, and Instagram still lead product discovery, while TikTok lags behind.
Testimonials are evolving: Instagram’s new ad format could boost credibility — if transparency rules are followed.
Combat misinformation: Meta’s Community Notes shifts fact-checking to users, and accuracy remains a concern.
Social media is always evolving, and staying ahead of trends is key — but knowing how to adapt and engage with purpose is what truly sets brands apart.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her onInstagram,LinkedIn,Threads, orBluesky.
Real estate brokerage Q4 earnings winners surged ahead by betting on rentals, AI-driven efficiencies and streamlined operations.
Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
The final earnings reports of 2024 paint a picture of an industry at a crossroads — where strategic bets on technology, rentals and operational efficiency are separating leaders from those struggling to regain footing. Companies like Zillow and CoStar Group are doubling down on digital dominance, with Zillow’s rental revenue surging 25 percent and CoStar marking its 55th consecutive quarter of growth.
Meanwhile, Compass is proving that scale still matters, expanding both revenue and agent count to surpass a 5 percent market share.
At the same time, the brokerage landscape is undergoing a reshuffle. EXp Realty saw revenue gains but a drop in agent count, underscoring the challenges of retention in a competitive market. RE/MAX turned a profit, but its 10th straight quarter of revenue decline signals ongoing pressure on traditional franchise models.
Elsewhere, mortgage and alternative real estate models are redefining their playing fields. Mr. Cooper is leaning into AI-powered efficiencies to streamline mortgage servicing, with its portfolio reaching $1.5 trillion, and Airbnb is signaling its ambitions beyond short-term rentals, earmarking $200 million for expansion as it seeks to solidify its post-pandemic growth.
And Offerpad’s deepening losses highlight the iBuying sector’s continued volatility, as home sales, acquisitions and per-sale profits all trended downward.
As these earnings reports show, the real estate industry isn’t just reacting to economic pressures — it’s evolving in response to them. Here’s where major brokerages landed in Q4 and what their results reveal about the road ahead.
The real estate franchisor improved losses, revenue and combined closed transaction volume during the fourth quarter of 2024 to put a cap on the year. Luxury continued to outperform the general market.
The company now has 17,752 principal agents. Founder and CEO Robert Reffkin said in a new earnings report that he believes his company will pull ahead in 2025.
A drop in expenses was enough to offset falling revenue from franchise fees and annual dues that make up about 70 percent of RE/MAX’s revenue, the company said on Thursday.
The virtual brokerage ended 2024 with 82,980 agents — a 5 percent drop compared to the previous year, according to Q4 earnings data. EXp also posted $1.1 billion in revenue in the final three months of last year.
Redfin posted double-digit revenue growth for Q4 and FY 24 on Thursday. The company’s $100 million Zillow rental syndication deal has opened the door for greater advertising spend, CEO Glenn Kelman said.
Zillow’s Q4 revenues rose 17 percent annually to $544 million while its rental segment generated $116 million, according to an earnings release Tuesday that included news of a rental partnership with Redfin.
Virginia-based portal CoStar Group grew its revenue 11 percent in Q4, to $709 million, executives said Tuesday. Traffic to Homes.com Network remained steady, with 110 million average monthly unique visitors.
Airbnb said it would spend over $200 million on unspecified investments this year as it looks to continue its post-pandemic boom. The company reported revenue has tripled since it went public in 2020.
At $17.3 million, Q4 2024 net loss is up 28 percent from the previous quarter, as homes acquired dipped 9 percent to 384, homes sold fell 18 percent to 503, and profits on each sale fell by 24 percent.
Dallas-based loan servicer is using AI to collect monthly mortgage payments from 6.7 million homeowners, a business that generated $393 million in pretax income during the fourth quarter.
Total revenue was $169.7 million, up 8 percent compared to a year earlier, boosted by its 1.2 million subscribers as the company bolstered its ongoing revenue streams.
In a year when home sales hit a three-decade low, the nation’s biggest mortgage lender made $96.1 billion in loans to homebuyers — the company’s best year ever.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her onInstagram,LinkedIn,Threads, orBluesky.
Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.
Social media has always been a double-edged sword — bringing us closer together while also pulling us into endless comparisons, comment wars and algorithm-driven rabbit holes. It’s a place where a “dislike” button can be framed as a tool for positivity, where a brand can go viral for staging a fake funeral and where our phones might not be our primary screens for much longer.
The way we engage online is constantly evolving, shaping not just how we interact with each other but how we see ourselves. Some changes aim to improve the experience, while others leave us questioning whether we’re better off logging out.
Mental health and social media: The hidden cost of negative feedback
Excessive social media use has been linked to increased feelings of depression and loneliness. A study by the University of Pennsylvania found that limiting social media usage to 30 minutes daily significantly improved well-being.
Social media platforms are designed to maximize engagement, often at the expense of mental well-being. Recently, Instagram began testing a “dislike” button for comments. According to Instagram head Adam Mosseri, this feature allows users to privately express disapproval without showing a public dislike count. However, even private negative feedback can contribute to anxiety and discourage open dialogue.
For real estate professionals, it’s crucial to manage social media use mindfully and focus on sharing authentic experiences rather than striving for perfection. Emphasizing real connections over curated images fosters trust and promotes mental well-being.
Death by comparison: The dangerous side of social media engagement
Comparison has always been part of human nature, but social media magnifies it exponentially. The curated highlight reels of luxury homes, perfect families and overnight success stories create a distorted reality, leading to lower self-esteem, increased stress and even decision paralysis — especially in high-stakes industries like real estate.
Instagram’s latest move to test a “dislike” button for comments is meant to help rank and hide unhelpful or negative comments. But will it actually reduce toxicity?
The reality: Even without public dislike counts, knowing their comment is being disliked could discourage honest conversations or push users toward performative engagement — chasing likes instead of authenticity.
For real estate professionals, this underscores an ongoing challenge: How do you maintain a strong social media presence without falling into the trap of unrealistic comparisons? The answer lies in balance — focus on valuable content, engagement over vanity metrics and building real trust with your audience.
Duolingo killed its mascot. The internet lost its mind
If you’ve been anywhere near social media lately, you’ve probably seen it: Duolingo has “killed” Duo, its big green owl.
The company staged a fake funeral for its beloved mascot, complete with emotional tribute posts and dramatic TikToks. The campaign sparked an outpouring of reactions, fan-made tributes and viral memes — effectively keeping Duolingo at the center of the conversation.
Why this worked: Duolingo understands internet culture better than most brands. It leans into humor, absurdity and fan engagement in a way that feels natural.
Lesson for real estate professionals: While you probably don’t need to stage a funeral for a mascot, the key takeaway is emotional storytelling wins. People respond to narratives that make them feel something — whether it’s humor, nostalgia or curiosity. Finding creative ways to engage your audience will always be more powerful than a generic promotional post.
YouTube’s future is big-screen viewing
For the first time ever, YouTube CEO Neal Mohan confirmed that TV screens have overtaken mobile as the primary device for YouTube viewing in the U.S.
This marks a huge shift in consumer behavior — what was once a quick, on-the-go platform is now becoming a full-scale entertainment hub competing with Netflix and traditional TV.
What this means for real estate marketing:
Long-form content is more valuable than ever. People are sitting down to watch YouTube, not just scrolling in quick bursts.
Video quality matters. Low-effort, mobile-shot clips might not cut it anymore for those watching on 55-inch screens.
YouTube advertising is evolving. If more viewers are tuning in from their TVs, ad strategies need to adapt to fit the format.
For real estate professionals, this signals a major opportunity to invest in high-quality video tours, educational content and market updates designed for bigger screens.
TikTok is back in the US — for now
In a surprising turn, TikTok has returned to U.S. app stores just weeks after being removed over security concerns. The move follows an executive order that delayed the potential ban by 75 days, giving ByteDance more time to negotiate its future in the U.S.
For marketers, this means TikTok remains a powerful tool for brand visibility and engagement — but its future is still uncertain. While short-form video is here to stay, real estate professionals should be cautious about over-relying on any single platform. Instead, diversify content across Instagram Reels, YouTube Shorts and Threads to maintain reach even if TikTok’s fate changes.
Instagram’s vertical profile grid goes desktop
Instagram’svertical profile grid is now visible on desktop, not just mobile. While this may seem like a small change, it signals a bigger shift toward cross-device consistency.
For real estate professionals, this means:
Profile aesthetics matter even more — make sure your brand’s grid is visually cohesive.
Desktop users are increasing — ensure images, captions and bio details are optimized for a larger screen.
Website links in bios may become even more important since desktop browsing makes clicking easier.
This shift further reinforces Instagram’s evolution beyond mobile-first, offering more flexibility for businesses looking to reach clients across multiple devices.
TL;DR (Too Long, Didn’t Read)
Authenticity beats comparison: Social media can create unrealistic expectations — focus on real connections and value-driven content.
Think before engaging: Instagram’s dislike feature could shift how people interact — don’t get caught chasing approval metrics.
