by Jessi Healey | Jul 6, 2025 | Industry, News Feed
From overlooked platforms like YouTube and LinkedIn to ongoing TikTok uncertainty, this week’s updates prove one thing: Agents who stay alert stay relevant. Learn what’s changing — and how to use it.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools, and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. 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.
Every week, another platform proves it’s worth your attention. YouTube continues to be the dark horse — quietly growing, quietly delivering — while LinkedIn is stepping up with fresh tools for visibility. Both are making one thing clear: It’s not just a Meta world anymore.
That doesn’t mean you need to drop everything and launch a new channel today. But if these platforms appeal to you, now’s a smart time to start — or to double down. Because in a noisy digital world, being early and consistent still wins.
YouTube is quietly reshaping how we search, edit and engage
YouTube is rolling out a wave of updates that signal a serious push into AI-enhanced search and creator tools. “Answer found in video” now highlights the exact moment your question is answered — think “best neighborhoods in Dallas” with a built-in timestamp.
Shorts, meanwhile, are pulling a jaw-dropping 200 billion daily views — more than 200x TikTok’s last reported number. And YouTube Create, the easy editing app with built-in effects and music, is likely headed to iOS soon.
What this means for agents
YouTube isn’t just for long-form videos anymore. It’s a discovery engine, a short-form powerhouse and a creator hub — all in one. If you’re not publishing there, you’re missing a huge piece of the visibility puzzle.
Facebook Reels and TikToks now come with built-in copyright warnings
Both Facebook and TikTok just launched tools that scan your video content for copyright violations before it goes live. On Facebook, the new Reels toggle will flag music or clips that might get you in trouble, while TikTok added an “auto-check sound copyright” setting for iOS. It’s a small move with big implications, especially for creators leaning on trending sounds.
What this means for agents
Don’t skip this step. These tools can save you from takedowns and muted videos — especially if you batch content or schedule in advance. When in doubt, use in-app sounds or royalty-free tracks. Your reach (and your rep) depends on it.
TREND alert: Princess treatment or bare minimum?
The “princess treatment” trend is back — but with a twist. Audiences are laughing (and nodding) at the idea that simple, respectful gestures are now being labeled as royal-level luxury. The takeaway? Expectations are low, and the bar for feeling valued is even lower.
Social media is full of debates over “expecting too much” — but the real estate version might be more subtle: Do your clients feel cared for or just processed?
Buyers and sellers expect transparency, quick responses and a smooth process. That’s not luxury service — it’s the floor. The agents standing out right now are the ones delivering clarity, warmth and a human touch, not just drip emails and automated texts.
What this means for agents
You don’t need to wow clients with grand gestures. You just need to show up, follow through and treat them like humans. Answering questions, showing up on time and remembering their goals is what sets you apart — because, sadly, it’s not the norm.
How to use the trend
Use this format to highlight the “princess treatment” (that are really your bare minimum) moments you offer as an agent — and then clarify that it’s just your standard service. For example:
- “When I actually respond to your texts and explain the process”
- “When I remember what you want in a house and don’t waste your time”
It’s a fun way to set yourself apart while making a subtle statement about your professionalism. Keep it light, honest and rooted in your real client experience.
LinkedIn lets you add video covers to newsletters
If you publish articles or newsletters on LinkedIn, you can now upload a cover video to personalize your content and hook readers. Think of it like a story intro — but for thought leadership.
What this means for agents
LinkedIn is trying to make longform content feel dynamic. If you’re targeting corporate clients, relocation buyers or referral partners, this is worth experimenting with.
There maybe a buyer for TikTok — again
After granting TikTok another 90-day extension, President Trump now says he has a U.S. buyer lined up. No deal has been made public, and the September deadline still looms. It’s unclear whether Congress or the courts will intervene — or if this is just more political theater.
What this means for agents
TikTok’s not dead — far from it. But don’t build your entire content strategy on it. Diversify and always keep your videos saved offline.
TL;DR (Too Long, Didn’t Read)
- YouTube’s pulling massive numbers and launching smart new tools. It’s worth more of your attention.
- Facebook and TikTok now offer built-in copyright checks for video uploads.
- The “princess treatment” trend is your chance to highlight what makes your client care stand out.
- LinkedIn adds video covers to newsletters, giving your long-form content more personality.
- Trump says he has a U.S. buyer for TikTok, but the future still feels uncertain. Diversify your content just in case.
You don’t need to be everywhere, but you do need to be strategic. The agents making the biggest impact aren’t chasing every trend — they’re picking the right ones for their audience and showing up with content that actually helps.
If a platform is gaining traction and makes sense for your business, don’t wait for the crowd. Get in early, stay consistent and let the results speak for themselves.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
by Jessi Healey | Jun 29, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools, and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. 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.
AI isn’t coming — it’s here, it’s everywhere and it’s already changing how people search, shop and scroll. Whether you’re creating content, running Facebook Groups or relying on platforms like TikTok to reach your audience, AI systems are increasingly the ones making decisions behind the scenes.
That means your visibility, your voice and even your business could be at the mercy of tools you don’t control. If you’re not paying attention to how AI is reshaping the rules, you’re already behind.
However, this isn’t about chasing shiny new apps and tools; it’s about understanding the systems that shape your reach. From how LLMs decide which sites to cite, to what gets your Facebook Group shut down without warning, AI isn’t neutral. It reflects the data it’s trained on and the priorities of the companies behind it.
If you’re not actively adapting, you’re passively accepting whatever happens next. And in this market, passivity isn’t a strategy — it’s a liability.
Mass bans hit Facebook Groups, fueling more frustration with Meta moderation
Group admins are sounding the alarm after Meta’s moderation systems triggered mass bans across Facebook, shutting down thousands of groups, including massive communities with hundreds of thousands to millions of members. Many received vague notices for “terrorism-related” content or nudity, even in groups focused on innocuous topics like Pokémon, interior design or bird photography.
A Meta spokesperson confirmed to TechCrunch that a technical error was to blame and said a fix is in progress. Some admins who pay for Meta Verified were able to reach support, but many others say they’re still locked out of groups they’ve built over the years. Users have launched a petition and are even pursuing legal action as frustration mounts.
The situation mirrors similar waves of unexplained bans on Instagram, Pinterest and Tumblr — all of which appear to be tied to overly aggressive AI moderation systems. Pinterest acknowledged an internal error, while Tumblr cited a new content filtering test.
What this means for agents
If your Facebook Group is central to your business, this is a wake-up call. Meta holds all the power, and even Verified status doesn’t guarantee protection. Now’s the time to export your group contact lists, back up valuable content and consider building more direct lines of communication (like email or a private community platform). And always assume that what’s working today could disappear tomorrow — because it just might.
Disney sues Midjourney over AI-generated likenesses of copyrighted characters
The gloves are off. Disney, Universal and other major studios have filed suit against AI image generator Midjourney, accusing it of violating character copyrights. This marks the first major legal action by Hollywood against a generative AI company — and it’s not about specific images, but the characters themselves.
The complaint includes side-by-side examples of Disney-owned characters generated by Midjourney, even when prompts didn’t mention the characters by name. A prompt like “superhero fight scene” still produced what looked like Spider-Man vs. Spider-Man. Some generated images even appear to be ripped directly from Marvel films like Avengers: Infinity War.
The studios argue there’s no way to remove copyrighted material from Midjourney’s training data without a full retrain — and that the tool effectively enables copyright infringement at scale. Midjourney, notably, hasn’t taken outside VC funding and runs on a subscription model, making it an unusual AI company in today’s landscape. Disney likely isn’t trying to kill it — just to extract a hefty licensing fee.
What this means for agents
This lawsuit could set the stage for how AI-generated content is treated across industries — including real estate. If you’re using AI tools to create visuals, listings or branding materials, don’t assume you’re in the clear. Be cautious when using prompts that reference known brands or properties, and understand the legal gray area you may be operating in. The line between inspiration and infringement is about to get sharper.
The next big algorithm: Why LLM SEO matters more than you think
Traffic from AI tools like ChatGPT, Perplexity and Claude isn’t just real — it’s growing. Fast. In some cases, it’s already beating Google. If your website content isn’t showing up in those answers, you’re invisible to a whole new layer of search.
This isn’t about tricking an algorithm. It’s about creating the kind of content LLMs want to surface: Real, useful, well-structured and written by humans. Think schema markup, fresh updates and branded search. It’s not a time for growth hacks; it’s a time to go back to the fundamentals of good copywriting and SEO.
What this means for agents
If your content helps people — and it’s written like a person — LLMs are more likely to serve it up. If you’re just phoning it in or using AI to write for you, don’t expect to be cited. Think of LLM SEO like a new kind of local search: Either you show up, or you don’t.
Unhinged is overdone: What audiences actually want from brand voice
What started as edgy has now become expected. The chaotic, unfiltered brand voice once reserved for a few bold players is now just another social media playbook — one that doesn’t land for most. A new Sprout Pulse Survey shows that only 23 percent of consumers think “unhinged” brands are bold. The rest? They’re craving honesty.
The Sprout Social Index backs it up: Consumers favor brands with standout products and original content, not the ones trying too hard to go viral. The brands getting it right are the ones that sound like themselves, across social and real life. They don’t cause chaos. They build trust.
What this means for agents
The same rule applies in real estate: Trying to be outrageous won’t win you business. Consistency, clarity and connection will. Be memorable for the right reasons, not because your content feels like a gimmick. Let your voice reflect your values and your service, not someone else’s trend.
TikTok ban extended again, but will it ever happen?
President Trump has once again extended the TikTok ban deadline, marking the third time he’s used an executive order to keep the app running while claiming a deal is close. No clear legal basis, no real progress, just another 90 days of political limbo for a platform with 170 million U.S. users.
TikTok praised the move, and analysts say the app isn’t acting like it’s in danger. It’s launching new tools and rolling out updates like business as usual. The longer this drags on, the more it resembles political theater. A Pew survey found that only a third of Americans still support a ban, a significant decline from 2023.
With no legal challenge and no clear plan, this “deadline purgatory,” as one analyst called it, feels less like a ban and more like a campaign strategy.
What this means for agents
If you’ve been holding off on using TikTok due to the threat of a ban, it may be time to reconsider. The political drama may drag on, but the app remains thriving, and consumers, especially younger ones, continue to use it daily. If your audience is there, your brand should be too. Just remember: Own your content and maintain a diversified presence in case the winds change again.
TL;DR (Too Long, Didn’t Read)
- Facebook Group admins are being mass-banned, and even having a Verified status doesn’t guarantee help.
- Disney sues Midjourney in a move that could reshape AI copyright law.
- LLM SEO is real — and it’s already outperforming Google in some cases.
- “Unhinged” is out, honesty is in — consumers want consistency, not chaos.
- The TikTok ban has been extended again, but the threat is losing steam, and users aren’t leaving.
The pace of change isn’t slowing down, and neither are the consequences of falling behind. Whether it’s AI lawsuits, algorithm shifts or unstable platforms, the rules are being rewritten in real time — often without warning. Don’t wait for permission or certainty. Stay sharp, stay flexible and keep your marketing strategy ready to pivot.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
by Jessi Healey | Jun 22, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools, and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. 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.
TikTok is turning livestreams into serious sales, YouTube wants creators to double down on Shorts, and Meta is — not so quietly — reshaping Facebook into a reels-first platform while confirming what we’ve all suspected: Links in captions kill reach.
Add in Apple’s iOS overhaul, which changes how your clients even see and sort your content, and it can feel overwhelming with how fast the platforms are moving — and not always in a direction that helps real estate agents.
If you’ve been relying on the same posting habits or content formats, this is your cue: It’s time to adapt. Whether it’s a new algorithm push, another privacy misstep or a shift in video strategy, one thing stays true: The platforms make the rules, and they’ll rewrite them without warning.
The good news is, it’s never too late to adapt; you’re just in time for the next shift.
TikTok Shop sales jump as livestream buying grows
TikTok Shop is gaining serious traction in the U.S., with a 120 percent year-over-year sales increase and more than 70 million products now available in-app. According to TikTok, 76 percent of users who engaged with TikTok Shop made a purchase via livestream in the past year, and 83 percent discovered a new product through this channel.
Top categories include womens wear, beauty, health, sports gear and electronics. More than 171,000 small businesses are now selling through TikTok Shop, and creators have hosted over 8 million hours of live shopping.
To maintain momentum, TikTok is introducing new seller tools, along with a special promotion and campaign.
What this means for agents
Livestream content is fueling discovery and conversion, not just entertainment. Real estate pros testing TikTok should pay attention to how creators explain value in real-time, engage directly with viewers and use storytelling to drive action.
Even if you’re not selling products, you are selling expertise. Think walkthroughs, market updates and Q&As — live.
YouTube pushes deeper into short-form shopping and brand deals
YouTube is betting big on creators — and shoppable content — with a batch of new tools designed to boost engagement and brand partnerships.
First up: Shopping in Shorts is getting an upgrade. Instead of the small banner in the corner, tagged products will now appear as prominent stickers you can move around the screen. Early tests show a 40 percent increase in product clicks with the new format, especially when used in livestreams or high-interest Shorts.
Meanwhile, YouTube’s Communities feature is rolling out to more creators, offering a dedicated space for audience interaction beyond the comment section. Think of it as a built-in discussion board with sorting options like “Top Posts” and “Newest,” plus visibility boosts for quality content.
And in an effort to make influencer-brand deals more accessible, YouTube’s new Open Call system allows brands to post partnership briefs that creators can apply to. This shift gives creators — regardless of size — more opportunity to pitch themselves for paid collaborations.
What this means for agents
Take notes on how YouTube is blending visibility, community and monetization. Try experimenting with short-form video that includes strong visual storytelling and subtle product placement (Think: neighborhood perks, not just listings). And don’t sleep on the power of audience connection — comment threads and community posts can build trust just as much as video views.
Meta’s AI missteps raise privacy concerns as Facebook doubles down on reels
As Meta pushes forward with new AI tools and video features, it’s facing serious backlash over unintentional data exposure on its chatbot platforms. Users interacting with Meta AI — thinking they’re having private conversations — have accidentally shared deeply personal content to public feeds, including medical questions, private travel plans and even phone numbers.
Despite Meta’s disclaimer that posts are only public when shared, the UI and user confusion suggest a design issue, not just user error.
At the same time, Facebook is streamlining all video uploads into its Reels format — removing the distinction between traditional videos and reels entirely. There are no length limits, and creators will get access to the same editing tools across the board. The Video tab is being renamed to Reels, and audience settings are being unified to help users better manage who sees what.
What this means for agents
There’s a clear gap between what platforms intend and what users understand. Make sure your content — especially anything AI-assisted — is clearly reviewed and intentionally shared. And if you’re using Facebook for community building, the shift to all-video-as-reels could be an opportunity.
Longer listing videos, walkthroughs and client testimonials can now get the same algorithmic push as short-form clips, so don’t be afraid to experiment across video lengths.
Meta confirms what marketers suspected: Links in captions hurt reach
Social media managers have long debated the best place to put a link on Facebook — in the caption or the first comment. Now, Meta is quietly confirming what most already suspected: Links in the post body can hurt performance. New post-level insights in Facebook’s Professional Dashboard suggest that placing your link in the first comment might help maximize reach.
It’s a subtle but important shift for agents who rely on Facebook to drive traffic to listings, blogs and lead forms. According to Meta’s own “Widely Viewed Content Report,” 97.3 percent of U.S. post views go to updates that don’t include a link to an outside site. If you’re still dropping links in your caption, you may be limiting your exposure.
What this means for agents
Rethink how you share listings and lead-gen links. Skip the default link drop and lean into visuals, captions that drive interest and first-comment links. Test the performance of these approaches — small changes could result in significantly more views from potential buyers and sellers.
Pro tip: Let Facebook generate the link preview, then delete the URL from your caption. Or try posting a high-quality image and dropping the link in the first comment — a tactic used by top-performing Pages. It requires more manual effort, but could lead to more eyeballs on your content. Agents should test both methods to see which gets the most traction.
iOS 26 redesign and AI features will change how clients experience your content
Apple’s newest iPhone update isn’t just about aesthetics — it’s a major shift in how your clients interact with content, communication and even your listings. With iOS 26, Apple introduces a striking new design, AI-powered features and seamless app integrations that will impact how agents show up in clients’ digital lives.
The biggest shift: Apple Intelligence — a suite of AI tools built into the iPhone — enables smarter message translation, live summaries, and real-time suggestions that enhance communication. That means your listing updates, client check-ins and showing reminders could be filtered or flagged differently based on what the AI prioritizes.
Apple’s new design also places more focus on visual content through dynamic widgets and full-screen web flows, meaning your mobile-optimized site, images and videos need to be sharper and more engaging than ever.
Messages and Phone apps now screen unknown contacts by default, and new layout changes might bury less relevant interactions. If your follow-ups aren’t clearly personalized, they may get lost. Apple Maps now offers encrypted “Visited Places,” which could be a gold mine for retargeting — or a challenge, depending on privacy settings.
And with video now even more immersive across Safari and CarPlay, real estate agents need to assume that buyers are watching listing videos, walkthroughs and branding content on the go.
What this means for agents
The way your clients interact with your brand on iPhone just changed. Don’t let their first impression be your last — it’s time to audit your mobile presence, messaging strategy and visual assets for the new Apple standard.
TL;DR (Too Long, Didn’t Read)
- TikTok Shop is booming with livestream sales up 120 percent. Watch how creators use real-time engagement to convert — it’s a model for value-driven, interactive content.
- YouTube doubles down on Shorts and creator tools. New shopping stickers, open brand deals and expanded community features point to deeper engagement opportunities.
- Meta’s AI raises privacy red flags as user confusion leads to accidental public posts. Meanwhile, all Facebook video is now Reels — a major shift with algorithmic upside.
- Facebook confirms it: Links hurt reach. Move your links to the first comment, or delete them after preview generation to improve visibility.
- Apple’s iOS 26 redesign means clients will see your content differently. AI filters, enhanced video and mobile-first design demand sharper, more strategic communication.
Features come and go, algorithms shift, and what worked last month might tank tomorrow. But here’s what doesn’t change: The way you show up for your clients.
You don’t need to chase every update or hop on every trend. You just need to understand what tools are out there, how people are actually using them, and how that lines up with the way you do business.
Keep showing up with clarity, stay nimble with your strategy, and remember — the real power isn’t in the platform. It’s in how you use it.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
by Jessi Healey | Jun 15, 2025 | Industry, News Feed
The platforms are evolving fast, but the real estate playbook remains simple: Show up often, tell better stories and leverage tools that help the right clients find you.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
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.
The gap between organic content and paid performance is shrinking fast because platforms are increasingly rewarding the same thing in both: Content that holds attention. Instagram’s Trial Reels aren’t just a growth tool; they’re training users to post more frequently.
TikTok’s ad upgrades aren’t just about targeting — they’re about surfacing brands that behave like creators. Even LinkedIn’s new video ad formats reflect this shift, blending content styles that feel less like ads and more like native engagement.
For real estate professionals, this signals a growing advantage for those who prioritize substance over polish. You don’t need to master every feature — you need to consistently create moments that resonate with your audience’s intent, whether that’s exploring a listing, researching the market or simply building trust over time.
TikTok blends nostalgia, confidence and big ad updates
TikTok’s trending content this week is all about emotional hooks and high-energy edits. The #NoughtiesNostalgia trend taps into 2000s pop culture, while the “Holy (Freaking) Airball” audio gives creators a chance to flex their wins and prove doubters wrong. Tracks like Party 4 U by Charli XCX and Shake It to the Max by Moliy are driving upbeat edits across home tours, lifestyle posts and celebrations.
For real estate professionals, these trends offer quick ways to stay relatable:
- Use nostalgia to highlight neighborhood history or retro home features.
- Pair “Holy (Freaking) Airball” with bidding war wins or client success stories.
- Layer trending tracks over listing tours or market updates for fast, polished content.
On the business side, TikTok dropped major updates at its 2025 “TikTok World” event:
- Market Scope for analyzing audience intent
- Brand Consideration Ads for targeting high-intent users based on in-app behavior
- Search Center for easier ad placement in search results
- TikTok One for better creator insights
- New AI tools like Smart+ and Symphony for automated creative and campaign setup
- Easier UGC-to-ad conversion
And yes — TikTok’s political limbo continues. President Trump confirmed he’s still hoping for a deal, but says he’s open to granting another extension if needed.
For real estate pros, this is a reminder to keep your TikTok content flexible — and stay tuned. The platform continues to evolve both culturally and structurally, offering growing ways to convert viewers into clients.
Instagram levels up discovery, trial tools and audience reach
Instagram is rolling out multiple updates aimed at helping creators — and eventually businesses — reach more non-followers.
- Search engine visibility: Instagram posts may soon start appearing in search engine results, expanding organic discoverability beyond the app.
- Trial Reels boost: Instagram reports that 80 percent of creators who used Trial Reels saw increased reach from non-followers. (Daily limit: 20 Trial Reels per user.)
- Recaps and Celebrations: In-app features highlighting insights, milestones and growth stats.
For real estate professionals, Instagram’s updates signal a stronger push toward visibility for newer accounts and more creative experimentation. Trial Reels, in particular, could help listings or market insights land in front of untapped audiences.
LinkedIn pushes short-form video and creative flexibility
LinkedIn is quietly building out its video ecosystem with:
- First Impression Ads: Full-screen, vertical video ads placed at the top of user feeds, perfect for single-day campaigns.
- Adobe Express integration: Creators and marketers can now pull Adobe designs directly into LinkedIn’s Campaign Manager.
- Video best practices: New recommendations include optimizing for mobile, adding captions, reducing background noise, and experimenting with outside-the-box value content.
For real estate professionals, LinkedIn’s ad tools may offer new ways to target both professional audiences and recruiting prospects, especially with polished, mobile-friendly videos that deliver helpful insights.
Meta ad strategies stay rooted in creative fundamentals
Meta has shared new insights based on analysis of 1 million-plus creatives, reinforcing that strong fundamentals still outperform gimmicks:
- 9:16 vertical video
- Emotional storytelling
- Clear human presence (on-camera, not stock)
- Audio with captions or text overlays
Meta claims that using this combination can lower Cost Per Action (CPA) by 16 percent and increase conversion rates by 29 percent.
For real estate professionals, this means you don’t need the trendiest content — you need clear, human-centered stories that speak directly to buyers and sellers.
Threads links get a quiet boost
Meta’s Adam Mosseri confirmed that links are now performing better on Threads, thanks to ranking updates. For real estate pros using Threads, that means posting helpful links to your site, search tools or lead magnets may have more organic reach than before, making Threads a growing place to build warm audiences while the ad platform develops.
TL;DR (Too Long, Didn’t Read)
- TikTok’s nostalgia-fueled trends pair with major ad tool upgrades, including Market Scope and AI-powered campaign automation.
- Instagram may soon show posts in search results, Trial Reels are boosting reach, and new features like Recaps, Celebrations roll out.
- LinkedIn adds vertical video ads, Adobe integrations, and video best practices focused on mobile, audio and clear value.
- Meta ad data shows that vertical video with emotional storytelling, humans on-camera and text overlays drives stronger conversion.
- Threads improves link ranking — giving organic posts with links more reach and discoverability.
The algorithms may change weekly, but the strategy stays steady: Simplify your message, show up consistently and use each platform’s evolving tools to meet your audience where they are. Whether you’re running ads or simply refining your organic content, focus on clarity over complexity because attention favors content that connects fast.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
by Jessi Healey | Jun 8, 2025 | Industry, News Feed
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
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.
June is here, and brands are navigating familiar terrain with a new level of caution. From rainbow logos to ad placement strategies, what worked a few years ago may not always be effective in 2025. This continues to highlight a constant shift toward authenticity in both values and voice.
Whether it’s how you show up for Pride Month, experiment with Threads or use AI tools like ChatGPT in your workflow, remember: It’s not just what you do — it’s the how and the why that matter.
Pride Month and the evolving role of brands
This year’s Pride Month has brought a noticeable shift in how brands show up — or don’t.
Where rainbow logos and merch were once standard, now many companies are scaling back. Some are reacting to political pressure or consumer backlash, while others are reconsidering how to show support in more meaningful ways. This corporate retreat has sparked important conversations about authenticity, tokenism and how communities perceive performative allyship, especially during June.
What’s happening:
- Companies pulling back: BarkBox was criticized after internal messages revealed plans to cancel Pride campaigns. Target had its sponsorship rejected by Philly Pride organizers who were skeptical of corporate motives.
- Trust is fraying: Consumers and LGBTQ+ communities are pushing back on what they see as empty gestures or “rainbow capitalism,” where Pride becomes a seasonal marketing campaign instead of a year-round commitment.
- Some brands are doubling down: Others, like the San Francisco Giants, are continuing or expanding their Pride efforts, with clear ties to long-standing values and action.
Questions for real estate professionals to ask
Before you post about Pride Month, take a step back. Instead of asking “Should we say something?” — ask “What do we stand for, and how do we show that?”
Here are a few questions to help guide that reflection:
Brand alignment
- Do we support LGBTQ+ clients, vendors or team members year-round, or only during Pride Month?
- Are our marketing materials and language inclusive?
- Have we taken actions that demonstrate allyship beyond a single social media post?
Audience and authenticity
- Is our support for Pride aligned with the values and expectations of our audience?
- Are we prepared to receive feedback — both positive and critical — and respond thoughtfully?
Internal culture
- Do LGBTQ+ members of our team feel supported, heard and included?
- Are we promoting a work environment that is safe and affirming for all identities?
If you choose to show support, here’s how to do it well
If your answers point toward authentic alignment, here are a few ways to engage online in a way that reflects genuine support:
1. Share stories, not just symbols
Highlight LGBTQ+ homeowners, community leaders or team members (with consent). Focus on real experiences and why inclusive housing matters.
2. Use your platform for education
Explain why inclusive language in listings matters. Share resources on housing discrimination or how to be a more inclusive agent.
3. Partner locally
Collaborate with a local LGBTQ+ center, sponsor a Pride Month event or donate a portion of June commissions to a housing justice cause.
4. Lead with values, not visuals
Avoid slapping a rainbow on your logo without context. Instead, post a message from leadership or team members about why Pride matters to your brand.
5. Engage beyond June
Continue to support inclusive policies, training and representation in your business. Make your content reflect real inclusion all year.
In today’s climate, silence may speak — but so can shallow statements. As a real estate professional, your brand can build trust by leading with clarity and compassion. If you choose to show up for Pride, let it be with purpose, not performance.
Threads ads are live, but most brands are still circling
With more than 350 million monthly active users, Meta’s Threads is no longer just the new kid on the block — it’s an emerging space for brand awareness. Since opening its doors to advertisers in April, Threads has drawn interest, but not a rush. Many brands remain in “wait-and-see” mode, weighing its staying power and strategic potential.
The catch? Threads ad inventory can’t be bought alone — it has to be bundled with other Meta placements. That’s made it less appealing for cautious advertisers, even though agency pros are calling it a “low-risk, high-learning opportunity.” In other words: A safe space to experiment.
So, what is currently working? Organic content. Agencies are advising clients to build an organic presence first, not to drive sales, but to develop a more authentic, human voice. Some brands are treating Threads as a testing ground for tone and personality, rather than a direct-response channel.
For real estate professionals, Threads offers a chance to get ahead of the curve. There’s less competition, more room to be playful and a growing user base watching for fresh voices. Think of it as a sandbox: Try short takes on market trends, hyperlocal commentary or behind-the-scenes posts. Skip the hard sell and focus on connection, because early adopters often get the biggest boost when the platform scales.
ChatGPT adds app integrations and meeting summaries — but is it ready for daily workflow?
OpenAI is positioning ChatGPT as a central hub for work by adding new features that connect it with tools like Gmail, Google Drive, Microsoft Teams and GitHub. In theory, this means less tab-hopping and more seamless access to the info you need, without manual uploads. It even shows the source of each response, making it easier to verify key details.
Another update: ChatGPT can now record and summarize meetings, offering transcripts, action items and key takeaways. It’s designed to streamline everything from brainstorming sessions to client recaps.
For real estate professionals, these features could reduce time spent on admin and follow-up, but only if they integrate smoothly into your existing systems. It’s worth exploring, especially for solo agents or small teams looking to stay organized — just keep an eye on whether the tech matches your workflow.
TikTok doubles down on brand tools — from insights to conversions
TikTok’s newest updates aim to make brand marketing smarter, not just splashier. With the launch of Market Scope, a first-party analytics platform, marketers can now segment audiences by funnel stage, track brand sentiment and discover top-performing products and keywords — all from inside TikTok.
They’ve also introduced Brand Consideration Ads, a new mid-funnel campaign objective designed to reach high-intent users based on in-app behaviors, such as searches, shares and clicks, which convert at rates 14 to 16 times higher than awareness audiences.
Other updates include TopView upgrades, featuring new interactive add-ons such as gift boxes and a guaranteed audience reach feature, as well as direct linking from brand ads to TikTok Shop, streamlining the path from discovery to purchase.
For real estate professionals, these tools offer a new way to move beyond brand awareness and guide potential buyers or clients down the funnel — whether that means building your audience, gathering insights or driving people to book an appointment.
TL;DR (Too Long, Didn’t Read)
- ? Pride Month branding is under a microscope: Many companies are pulling back, but others are leaning in with purpose. Before posting, real estate pros should assess values, culture and community alignment.
- ? Threads ads are now live, but most brands are starting with organic content to test their voice and tone before investing.
- ? ChatGPT integrations and meeting summaries could streamline work, but adoption depends on how well they fit into your existing systems.
- ? TikTok’s new brand tools give pros more power to track engagement, build mid-funnel audiences and drive conversions, not just awareness.
Building trust online isn’t about flashy content or checking a box — it’s about showing up with purpose. Whether you’re navigating how your brand supports Pride or experimenting with emerging platforms like Threads, the real opportunity lies in leading with clarity, not just visibility.
For real estate professionals, that means trading performative posts for meaningful presence — the kind that reflects your values, builds connection and resonates long after someone scrolls by.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
