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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 platforms aren’t just changing — they’re redefining what it means to show up, stand out and stay in control. From TikTok’s uncertain future and the rise of decentralized video apps to Snapchat’s happiness-fueled ad research and Instagram’s new experiments with exclusivity, each update signals something deeper: The growing importance of emotional intelligence, audience intention and content flexibility.

As the social media ecosystem splinters and refocuses, success is less about chasing trends and more about understanding how and where your content connects.

TikTok’s US sale deadline gets pushed again

President Donald Trump has once again extended the deadline to sell TikTok’s U.S. operations, with potential buyers ranging from Oracle and Amazon to Perplexity and Walmart. The uncertainty lingers — and with it, the potential for major shifts in how the platform operates.

For real estate professionals, this is a reminder to keep your short-form content strategy diversified because where you post can matter just as much as what you post.

A new Skylight on short-form video

Skylight, a TikTok alternative built on Bluesky’s decentralized AT Protocol, is now live — and it’s already turning heads. Backed by Mark Cuban and developed in just 10 weeks, Skylight offers familiar features like in-app editing, comments and follows, but adds something TikTok doesn’t: Openness.

The AT Protocol (short for Authenticated Transfer Protocol) powers a growing ecosystem of decentralized apps, meaning content shared on Skylight can also be seen on compatible platforms like Bluesky and Flashes. It’s a social web that’s more connected — and less controlled by any single company.

Co-founder Tori White, a former influencer, built buzz by documenting the app’s development on TikTok, creating a ready-made user base before launch.

For real estate professionals, this is a reminder that the future of short-form video may be more open and decentralized — and staying visible might soon mean showing up beyond just the big-name platforms.

Snapchat finds joy sells — literally

Snapchat, in partnership with IPG Mediahub and Amplified Intelligence, released a global study showing that happiness is a key driver of ad performance, especially on its own platform. Using eye-tracking and machine learning to gauge emotional responses, researchers found that Snap ads generating the most joy also earned the most attention and long-term brand lift, outperforming TikTok, Instagram and YouTube.

What worked?

• Sound, bright colors and strong storytelling
• Messaging tied to security, celebration or belonging
• Creativity that aligns with the joyful connections users seek on Snapchat

For real estate professionals, this is a reminder that emotional tone matters. Ads that spark positivity and connection — especially on platforms like Snap — can drive deeper, longer-lasting engagement.

Instagram tests lockable posts with passcode access

Instagram is experimenting with lockable posts — content that stays hidden until the viewer enters a creator-provided code. Think of it like a gated Story sticker, but for feed posts, designed to spark curiosity and reward loyal followers.

For real estate professionals, this is a reminder that exclusivity can drive engagement. Offering gated content like sneak peeks or special updates could help strengthen the audience connection.

LinkedIn levels up: Video trends and targeted company posts

LinkedIn is doubling down on engagement with two new features: Targeted organic posts for company pages and a video trends hub prompting users to contribute to popular formats like “a day in the life.”

Together, these updates signal a push toward more personalized, participatory content, without the need for paid promotion. Brands can now tailor messaging to specific audiences while also joining trend-driven conversations to boost visibility.

For real estate professionals, this is a reminder that LinkedIn isn’t just for job updates — it’s a growing space for niche storytelling, lead gen and local relevance.

TL;DR (Too Long, Didn’t Read)

• TikTok’s U.S. sale delayed again. Platform uncertainty continues, with big names like Oracle, Amazon and Perplexity in the mix. Diversify your video strategy now.
• Skylight launches as a TikTok alternative. Built on Bluesky’s AT Protocol, Skylight points to a more decentralized future for short-form video.
• Snapchat study shows happy ads perform better. Joyful content with sound, color and storytelling drives stronger engagement and brand lift.
• Instagram tests lockable posts. Creators can now gate content behind a custom passcode, adding an exclusive layer to feed posts.
• LinkedIn rolls out organic targeting and trend prompts. Company pages can now tailor posts by audience, and new video trends encourage participation.

As platforms test new tools and reframe how content flows, the real opportunity lies in adapting with intention. Whether it’s leaning into joy, experimenting with exclusivity or expanding beyond the usual apps, staying flexible — and focused on what resonates — is the signal worth following.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with 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!

Rent prices have been steady over the past 13 months, but that calm may not last much longer. According to a new report from Redfin, mounting economic pressures, including tariffs and slowing construction, could soon put upward pressure on rents.

As of March, the median asking rent dipped slightly year over year to $1,610. That’s just a 0.6 percent decline from the previous year and a slight 0.4 percent increase from February. While those very subtle changes have offered some relief to renters, Redfin economists say that the landscape is shifting — and fast.

A major reason for the shift is the 10 percent blanket tariff on imports, which took effect April 5 under President Trump. While additional “reciprocal” tariffs have been paused, at least temporarily, for most trade partners, China was notably left out of that pause, meaning the supply chain for many goods, including building materials, could still take a hit.

Apartment construction is especially vulnerable as many of the materials needed to build housing, like softwood lumber, are imported. As tariffs drive up those costs, developers may pull back. With fewer new units being built, a supply crunch could drive rents higher — especially in markets where demand remains strong.

However, that’s not the only pressure point. According to Redfin Economics Research Lead Chen Zhao, economic uncertainty is also playing a role.

“Tariffs could also drive up rents by increasing demand,” Zhao said. “People may opt to rent instead of buy homes because the turmoil around tariffs has fueled widespread economic uncertainty. Tariffs have already caused huge swings in the stock market, and they will lead to higher prices for many goods and services, along with increased unemployment.”

That uncertainty is already showing up in renter behavior. In Northern Virginia, Redfin Premier agent Matt Ferris says one of his clients is even thinking about selling their home and renting for a year out of fear of a layoff. Federal employees in the D.C. area, in particular, have been impacted by widespread cuts tied to Elon Musk’s Department of Government Efficiency (DOGE).

At the same time, the cost of homeownership is becoming increasingly out of reach. Redfin reports that the average American now needs to earn over $116,000 annually to afford a median-priced home, nearly double the $64,160 needed to afford a typical apartment.

Some cities are still seeing rents fall, thanks to a backlog of newly built units. In Austin, for example, the median asking rent has dropped 10.7 percent year over year to $1,420. Similar declines were seen in San Diego (-9.7 percent) and in Portland, Oregon, and Minneapolis (-7.8 percent).

Others are trending in the opposite direction. Rents rose the most in Cincinnati (12.1 percent), Providence, Rhode Island (11.4 percent) and Cleveland (10.6 percent). If construction slows and demand rises as expected, more markets could join that list in the coming months.

Email Richelle Hammiel

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!

This week, Zillow executive Errol Samuelson announced that homes not listed on the MLS within 24 hours of public marketing won’t be published on Zillow “for the life of the listing.” Simply put, if your listing is not on Zillow within 24 hours, Zillow will retaliate against you and your homeowner by turning off your ability to list on Zillow. It is an incredible move of audacity and a pure power play of epic proportion.  

Delayed IDX syndication is allowed under NAR rules. But Zillow is asserting that they, not NAR, not your brokerage, not you the listing agent — and not even the homeowner whose house it is and is paying the commission — should decide how a listing is marketed.

This isn’t about protecting consumers. It’s about protecting Zillow’s ability to profit from your listings by selling your leads to competing agents.   

Whether or not you support the Clear Cooperation Policy, it is never acceptable for a real estate portal to threaten agents this way. Real estate portals must remain neutral. Whether you’re a buyer’s agent, a listing agent or both, we support all agents and believe you deserve better. And we believe every real estate professional deserves to be treated with fairness and respect — never bullied by a tech platform looking to control an industry.   

Zillow’s lead-diversion model is anti-consumer and anti-agent. Just last week, I listened to focus groups with homesellers who believed that when a buyer clicks the “Contact Agent” button on their listings in Zillow, they’re contacting their listing agent. When they found out that wasn’t true — and that their home was being used as bait to funnel buyers to competing agents — they were outraged. One seller exclaimed, “Holy hell!” Another said, “What the … ?”   

Zillow’s lead diversion model hijacks your hard-earned listings to generate commission splits for them and grow their brand at your expense. As the listing agent, you deserve clear, undisputed credit for your listings. When a buyer believes they are contacting the listing agent, that’s exactly who they should reach.   

Homes.com is agent-friendly. We always show the listing agent — and only the listing agent — on listings. We follow the principle of Your Listing, Your Lead. That means we only display your name, your photo, your brokerage and connect potential buyers only to you.

We never take a commission split or sell leads to competing agents. Instead, we earn revenue by promoting your listing to thousands of additional buyers across the internet.   

Zillow’s lame claim that “Your Listing, Your Lead” creates dual agency issues is a red herring. If having the listing agent’s name on a listing truly caused dual agency, then Zillow should also be the only name on your open houses, your yard signs and your marketing materials — which is obviously absurd.   

Zillow has overplayed its hand. I believe they panicked at the thought that agents might have real choice in how they market their listings.
 And when agents have a choice, many won’t rush to publish listings
 on a site that siphons off their leads.   

Even if just a few agents hold back from listing on Zillow, buyers will quickly follow suit — and stop searching there. Zillow’s lead diversion business model is coming under threat.  

Meanwhile, Homes.com has invested billions of dollars into marketing to successfully attract over 110 million average monthly unique visitors to the Homes.com network. This past year, the Homes.com network drew 1 billion visits. With our “Your Listing, Your Lead” approach, agents finally have a better way to market their listings online.   

Homes.com and the other major portals (Zillow, Redfin, and Realtor.com) together reach over 418 million monthly visitors.
 Zillow accounts for less than half of that audience — and many buyers use multiple sites when searching for homes. Rest assured, if Zillow does block your listing, it will still be seen on Homes.com and the other sites.    

If you are making a listing presentation and a homeowner asks if you will list on Zillow, let them know that Zillow makes it harder to sell a home by diverting the potential buyers away from you, the listing agent, who knows the home the best and is the most motivated to sell that home.    

These are your hard-earned listings. You deserve control. You deserve respect. You deserve a platform that helps you sell the home — not one that hijacks your leads for profit. 

If you feel that Zillow’s heavy-handed attempt to use their market power to force agents like you to list on Zillow within 24 hours is anti-competitive, you can let the DOJ know by clicking United States Department of Justice Antitrust Division. 

Andy Florance is the founder and Chief Executive Officer of CoStar Group.

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with 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!

A new report on agent recruiting suggests brokerages with an emphasis on technology and which have capped revenue programs are having the most success attracting agents.

The report is a product of real estate recruiting company Recruiting Insight and CRM maker BoldTrail. Among other things, it found that 13 percent of “business operator” agents — or, agents the report defines as not being low or non-producers — moved brokerages in 2024. The report concludes that this level of movement “highlights a competitive landscape and the need for robust talent strategies.”

The report goes on to note that tech-enabled brokerages have managed to pull ahead with top-producing agents, attracting “nearly double the median volume” compared to their non-techie rivals. Meanwhile, a statement on the report describes brokerages that cap the amount of revenue they collect from agents as “magnets” that enjoy “the highest inflow of agents.”

However, such brokerages “also experienced notable outflow, suggesting onboarding, culture, and support gaps need to be addressed.”

The report additionally suggests that brokerages are losing money as agents jump from company to company.

“The study found that 129,056 transactions in 2024 were completed by 26,363 agents who switched brokerages,” the statement notes. “The average moving agent produced 4.83 transactions, while top producers completed well over 100 deals, meaning the financial impact of churn is massive.”

The report comes as attention on agent recruiting in real estate remains intense. In March, for example, Inman reported on its own recent Intel survey that showed 75 percent of agents had fielded a recruiting attempt in the last 60 days. On top of that, more than 11 percent of respondents to the survey said they were contacted sometime in 2024 — meaning a total of nearly 90 percent of survey respondents had received a recruiting call sometime in the last year.

Inman Intel’s findings also indicated that agents have not only received recent recruiting calls, but that such calls come in frequently; 37 percent of respondents indicated that they field recruiting attempts at least once a month and another 16 percent receive one inquiry per week.

The report came a year after a series of Inman Intel reports that also suggested agents face an intense and extremely active recruiting landscape. One takeaway from these reports was that years of higher mortgage rates slowed sales and gradually shifted brokers’ focus away from raw head counts and onto agents with a proven track record of closing deals in hard times.

The new report on recruiting further sheds light on recruiting trends, suggesting among other things that, in fact, agent moves are concentrated around a few brands. Specifically, the report states that 75 brands or offices — which is only 2 percent of the national total — accounted for 60 percent of the agents gained in 2024, as well as 57 percent of the agents lost.

Of the agents who moved, “nearly 18 percent” jumped within the same brand. The report concludes that “this emphasizes the importance of flexible internal policies for multi-office brokerages and franchises to accommodate agent needs and retain talent.”

Additionally, the report notes that the median agent making a move has a sales volume of $3 million and did 10 transactions last year.

The report is based on data from MLSs in the Mid-Atlantic, Southeast, South and West regions, and it covers all of 2024.

The report ultimately concludes with suggestions for brokers, including that things such as leadership and differentiation matter. The statement further suggests brokers refine their recruitment messaging and analyze their market niche.

“Agent movement is more fluid than ever,” the statement notes, “and firms must rethink their recruiting, retention, and agent support strategies to stay ahead.”

Email Jim Dalrymple II

This report is available exclusively to subscribers of Inman Intel, the data and research arm of Inman offering deep insights and market intelligence on the business of residential real estate and proptech. Subscribe today.

When a trio of Keller Williams franchises filed a lawsuit against an eXp team leader last week alleging a member of her team was improperly recruiting agents, it would have been easy to pass it off as yet another legal spat between rivals.

But the objection actually tapped into a much deeper concern in the real estate industry, particularly among brokers who are fighting to grow their businesses by attracting top producers and holding onto them once they’re in place.

Recruiting and retention is cited as the most challenging aspect of today’s business climate, according to the latest results from the Inman Intel Index survey of real estate professionals in March — and there are early signs that it may be a growing concern.

Outweighing interest rates, margin compression, regulation and other concerns, more brokers reported last month that recruiting and retention is their top challenge.

The survey was conducted before economic turmoil caused by the Trump administration’s tariff whiplash, so it’s possible brokers now have a new concern.

But the results show that attracting new agents and holding onto them remains one of the biggest challenges facing industry leaders today.

Come, stay a while

The Inman Intel survey has long shown that brokers are on the hunt. 74 percent of agents who responded to the survey said that another brokerage tried to recruit them within the past two months.

More than half of agents said they’re typically recruited at least once a month.

• 42 percent of brokers told Inman Intel that recruiting and retaining talent was the No. 1 most challenging part of today’s business environment. 
• 20 percent of brokers said interest rates are the most challenging aspect of business today, significantly fewer than those who said recruitment. 
• Recruiting and retention is becoming more intense. In February, 32 percent of brokers told Intel that recruiting was their top challenge. 

This could be why some brokerages spend millions on their recruiting efforts. @properties spent $7.3 million on recruiting and retention in 2023. Fathom Realty reported spending $2.7 million on recruiting the same year.

During an intense battle for market share, brokers are feeling the heat and the temperature is apparently rising.

• In March 2024, 23 percent of brokers said recruiting and retention was their top challenge. At that time, recruitment and retention was tied with other, unspecified concerns.
• A year ago, broker concerns were spread fairly evenly, with 20 percent saying their top challenge was interest rates, 17 percent saying it was regulation, and 17 percent of brokers saying their top concern was regulation.

Heating up?

Brokers also expect recruiting to remain a challenge. Perhaps for good reason: three out of four agents say they’re frequently being asked to jump from one brokerage or franchise to another, according to the survey.

• 74 percent of agents said that a broker tried to recruit them at some point in the past two months. 
• That was down slightly from February, when 76 percent of agents said they’d been recruited in the past 60 days.
• Still, there may be signs that activity is picking up: 21 percent of agents reported in March that brokers try to recruit them at least once a week, up from 17 percent in February’s Inman Intel survey.

The results give another indication that fighting for agents is heating up. In March 2024, 71 percent of agents said they were recruited within the past two months. 19 percent said they were recruited at least once per week.

What agents want

What are agents looking for from their brokerage? The Inman Intel Index asked agents what they value most from the company they work for, and the results aren’t cut and dry.

• 26 percent of agents who responded said they wanted to make sure their company was a cultural fit for them, which was the top category.
• 24 percent said they most valued the firm’s technology and education.
• 22 percent of agents said they most valued the consumer’s brand perception of the real estate company.
• Just 16 percent of agents said they most valued their firm’s commission split.

It wasn’t just talk, either. Of the agents who responded to the survey, 10 percent said they switched brokerages at some point in the past year. 47 percent said they did so because the new firm was a better cultural fit for them.

Email Taylor Anderson

Methodology notes: This month’s Inman Intel Index survey was conducted March 18-April 7, and received 412 responses. The entire Inman reader community was invited to participate, and a rotating, randomized selection of community members was prompted to participate by email. Users responded to a series of questions related to their self-identified corner of the real estate industry — including real estate agents, brokerage leaders, lenders and proptech entrepreneurs. Results reflect the opinions of the engaged Inman community, which may not always match those of the broader real estate industry. This survey is conducted monthly.

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!

Spring is more than just blooming flowers and warmer weather — it’s a perfect season to refresh and reinvigorate your relationships with past clients. Building connections isn’t about sales pitches; it’s about genuine, thoughtful interactions. Let’s dive into seven engaging strategies to help you reconnect meaningfully with your past clients this spring.

1. Spring check-in calls

Take a morning to make friendly, no-pressure phone calls. Simply reach out to say hello, ask how they’re doing and let them know you’re thinking of them. “Hey, I was just thinking about you — how’s your spring shaping up? Anything exciting happening in your world?” A thoughtful call can deepen your connection far beyond emails or texts.

2. Seasonal gratitude notes

Handwritten notes never go out of style. Send personalized spring-themed notes that express appreciation for your past clients.

“Just wanted you to know I appreciate you and am grateful to have you as a client. Wishing you a joyful spring season!”

These notes can brighten their day and strengthen your relationship.

3. Organize a community clean-up day

Spring means renewal — what better way to reconnect than organizing a local park or neighborhood cleanup event? Invite past clients and their families to join in giving back to the community. Working together creates lasting memories, deepens your bond and showcases your genuine investment in the community.

4. Celebrate National Gardening Day on April 14

Connect with clients who love gardening by dropping off seed packets or small gardening tools with a thoughtful note like,

“Wishing you growth and happiness this spring! Let me know if there’s ever anything I can do to help your dreams bloom!”

A thoughtful gesture linked to a personal hobby shows authentic care.

5. Host a spring appreciation gathering

Plan a simple, casual client appreciation event — a backyard barbecue, picnic at a local park or an ice cream social. Encourage past clients to bring family and friends. Events that build community connection reinforce trust and loyalty, and deepen relationships naturally.

6. Send helpful home tips

Spring is a prime time for home improvement. Share useful seasonal home maintenance tips, DIY project ideas or market updates in a personalized newsletter or social media posts. Providing practical value strengthens trust and positions you as a helpful resource rather than just an agent.

7. Celebrate their milestones

Spring is abundant with personal milestones like graduations, weddings, birthdays and anniversaries. Reach out directly to celebrate these events personally with a thoughtful card, phone call or small gift. Recognizing important moments in their lives sends a powerful message — you genuinely care beyond just the real estate transaction.

Creating connections that count

Your interactions don’t need to be complex or expensive to have a big impact. Instead, the key lies in authenticity, thoughtfulness and consistency. When your clients feel appreciated and understood beyond the business relationship, trust grows deeper, loyalty strengthens, and referrals naturally follow.

Spring reminds us that everything worthwhile requires nurturing and care — your client relationships included. By investing time into genuine connection, you’ll create bonds that last well beyond the season.