by Jessi Healey | May 11, 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.
Some trends go viral because they’re absurd. Others go viral because they strike a nerve. The smartest brands — and voices — know how to spot the difference.
From Robert Irwin reframing a ridiculous gorilla debate with compassion, to platforms like Instagram and Threads testing new tools that prioritize tone over polish, the theme is clear: Resonance beats reach.
Whether you’re navigating disappearing metrics, algorithm shifts or just trying to figure out what to say in a noisy feed, the real win isn’t getting seen — it’s being remembered.
Robert Irwin defuses the gorilla fight debate with empathy and clarity
The internet has been in a full-on debate spiral over this question: Could 100 unarmed humans defeat a single gorilla in a fistfight?
Robert Irwin — wildlife conservationist and one of the internet’s more emotionally intelligent voices — finally weighed in on TikTok. His response? Calm, warm and rooted in reality.
He didn’t mock the trend or try to go viral by picking a side. Instead, he reframed the entire conversation.
“Just as an animal conservationist, fighting an endangered species doesn’t sit right with me … Maybe let’s just let this one remain a mystery.”
Irwin redirected the hype toward something meaningful, reminding viewers that gorillas are critically endangered and typically non-aggressive. In doing so, he demonstrated an often-overlooked truth in social media: You don’t have to out-shout a trend — you can out-resonate it.
For real estate professionals, this is a case study in brand voice done right.
If your content strategy leans into trends, humor or meme culture, take notes:
- Acknowledge the moment without being performative
- Reframe the conversation with your values
- Lean into calm clarity over hot takes
Irwin’s response worked because it was consistent with his public persona, rooted in purpose and didn’t try to hijack the trend — it subtly redirected it. And that’s the kind of engagement that builds real trust, not just likes.
Trump suggests yet another TikTok delay
TikTok’s legal limbo continues. President Donald Trump has hinted at a third extension to the platform’s U.S. sell-off deadline, citing tensions with China and stalled negotiations. Technically, the ban is law. In practice, it’s politics.
For creators and brands, this means TikTok remains open — but unstable. The platform’s future now hinges less on content and more on diplomacy.
For real estate professionals, this is a reminder that platform loyalty should never outweigh strategy.
The best safety net? Diversified, values-driven content across multiple touchpoints.
Threads hits 350M users — but video still struggles
With 350 million monthly users, Threads has scaled quickly. But video? Not so much. Instagram chief Adam Mosseri recently explained why: Threads is designed for conversations, not entertainment.
That means glitzy Reels-style video just doesn’t perform the same way here. The algorithm (and audience) favors thoughts over theatrics.
For real estate professionals, this is a cue to lead with clarity over flash.
Use Threads to share your point of view: Market takes, local insights, even quick reflections. Think coffee shop chat, not polished promo. The engagement is there — you just have to meet it in the right voice.
LinkedIn leans in with BrandLink monetization
LinkedIn has launched BrandLink, a new ad format that pairs sponsored video with influencer and publisher content. It’s a small update, but part of a bigger shift: LinkedIn wants to be more than résumés and reposts. It wants creators — and it’s willing to pay them.
For real estate professionals, this is a nudge to treat LinkedIn like a lead engine, not a parking lot.
If you’re already posting market insights or listing breakdowns, think about how that content could be packaged with partners. Your credibility is your currency — don’t be afraid to monetize it through smart collaborations.
Instagram wants to pick your Story soundtrack
Instagram is testing automatic song suggestions for Stories — tiny background tracks designed to match the vibe of your visual content. No need to scroll endlessly for the “right” song — Instagram will queue it up for you.
It’s a small feature, but one that shows how Instagram is trying to reduce friction and increase polish.
For real estate professionals, this is an invitation to make content creation easier, not harder.
Don’t overthink the tools. Use what’s there, move quickly, and focus on storytelling over production. A well-placed audio track won’t sell a home — but it might keep a viewer watching long enough to remember your name.
Hiding Reels view counts may be the most freeing feature yet
Instagram is testing a feature that lets you hide all view counts on Reels — a subtle but significant shift for creators tired of chasing numbers. If turned on, only you will see how many views your content has.
It won’t make your videos perform better, but it might make you feel better about sharing them.
For real estate professionals, this is a healthy shift toward substance over optics.
View counts don’t close deals — trust does. If this feature rolls out broadly, use it as permission to post consistently without worrying how each video “looks” to the algorithm. The real ROI comes from the people who see your content — not the ones who scroll past it.
TL;DR (Too Long, Didn’t Read)
- Robert Irwin reframes a viral gorilla debate with empathy — proof that the most memorable responses are values-driven, not attention-seeking.
- Trump signals another TikTok deadline delay — highlighting ongoing uncertainty and the need for platform diversification.
- Threads hits 350 million users, but video still lags; the platform rewards perspective over polish.
- LinkedIn launches BrandLink to pair video ads with creator content, signaling bigger moves into monetization.
- Instagram tests auto-suggested music for Stories and the ability to hide Reels view counts — small changes that encourage more relaxed content creation.
- Subtle updates across platforms suggest a shift toward quieter, more intentional engagement.
Platforms are always shifting, but the most meaningful updates aren’t always the flashiest. Whether it’s Threads prioritizing conversations over video, Instagram easing pressure with hidden view counts or Robert Irwin quietly reframing a viral debate, the pattern is clear: Impact comes from clarity, not spectacle.
For real estate professionals, this is a moment to sharpen your message, not your polish. Focus on where your voice adds value — because staying visible isn’t just about showing up everywhere. It’s about showing up well.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
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by Jimmy Burgess | May 10, 2025 | Industry, News Feed
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!
Real estate can be a roller coaster ride from multiple transactions in one month to none the next unless you develop a systematic, daily plan of activities. In this article, I’ll be sharing five daily habits that successful agents are leveraging right now to create consistency and momentum in their businesses.
Utilize direct messaging on social media
Direct messaging (DM) on social media has become a common way for friends to communicate. It’s more personal than a text. It’s less intrusive than a phone call. And ultimately, it facilitates a conversation where people are spending their time.
All of these factors make it the perfect format for deepening relationships and helping you stay top of mind for prospects or for potential referrals they might be able to send your way.
Direct messaging has moved from something I sporadically did to being at the top of my morning to-do list. Nos. 1-10 on my daily to-do list that I fill out before going to bed each night say “send a DM.” I often end my morning DMs with a question to get my daily conversations started.
I don’t force the DMs and only send them to people I truly like or someone who posted something that caught my attention. Be natural, and don’t send something unless it is genuine. When you start your days with personalized conversations, you set the tone for a positive day.
Post on social media in the morning
If you want to grow your social media following, consistency is key. Daily posts are ideal, but find a pace for posting where you can have some peace.
I prefer posting on social media in the morning, right after I’ve done my 10 DMs. There have been discussions that the algorithm rewards those who are active on the platform, but either way, your interaction through DMs absolutely should increase the interaction the people you’ve DMed have with your content.
The question then becomes, what should you post? You don’t have to recreate the wheel. Adam Mosseri, head of Instagram, shares the types of posts that Instagram is favoring. If you’re curious about what those types of posts are, check out this article on Instagram posting best practices.
Another way to find posts or Reels that will perform well is to study what agents in other markets are posting that have elevated engagement compared to their normal posts. I do this by going to another agent’s profile on Instagram. Then I click the Reels button. This allows you to see the number of views each reel has.
I look for the ones that have four or more times the agent’s normal views. These Reels are ones to consider modeling on your account.
If you’re looking for a list of agents to model, this article shares 25 Instagram accounts agents should be following.
Share hot sheet highlights
Every great agent I know checks the hot sheet every morning. They look for new listings or listings with substantial price reductions that they can share with prospective buyers. I’ve found there are typically three categories for agents when it comes to buyers, and all three can utilize the hot sheet to engage or expand their buyer prospect list. I call these processes sharing the hot sheet highlights.
The first group is agents who have active, hot buyers. These are buyers who are ready, willing and able to buy as soon as they find the right home. These are our priority prospects who should be emailed details about homes that appear on the hot sheet as soon as possible.
Many of these prospects may be on drip campaigns with automated emails going out when homes meeting their criteria hit the market, but personalized service to these prospects is essential.
I like to use BombBomb to record my screen, going over specifics on a home meeting the prospect’s criteria. I share my screen and show photos and highlights of the home. I also use aerial maps to show where the home is located in relation to landmarks that are important to them.
The second group is agents who have a large database, but the engagement with these prospects is low or limited. Many of these prospects are receiving automated property updates as homes come on the market, but you may not have spoken to them in a while.
This group should be initially reengaged via text or email with something along these lines:
This is [your name] with [your company]. You’ve been receiving property emails from me for a while now. I don’t want to overwhelm you with emails you don’t want or need, but I do want to make sure I am sending you the information you want. With that in mind, should I make any adjustments to the types of properties I’m sending, the price range of homes or the frequency of emails?
This will result in some opting out of receiving the emails, while others will respond with changes in their criteria or confirming that they are receiving what they desire. Once they respond, find a home that hits the hot sheet as soon as possible so that you can send the screen record video mentioned above for the hot prospects. This is a great way to turn some of those cold leads into sold clients.
The third group is the agents who have very few, if any, buyer prospects. If that is you, you have to begin to focus on building your database so you have buyer prospects you can send the hot sheet highlight to as often as possible. If you are wondering how to bring in more transactions, this article shares 25 ways to generate leads that are working now.
Send unsolicited video CMAs
The biggest question homeowners are curious about is the value of their home. A unique way to provide them with this information continues to be providing them with an unsolicited video CMA.
This can be done by recording your screen and walking the homeowner through your CMA while sharing your screen on the video. This provides the homeowner with information they want that they can view when it’s convenient for them, and it is presented in a way that helps you stand out from other agents.
If you’d like a more detailed description of this strategy and how to prepare effective video CMAs, check out this article.
Track real estate-related conversations
All of the previously mentioned activities should lead back to you having as many real estate-related conversations as possible. Nothing happens until we talk with prospective buyers and sellers. Conversations lead to appointments. Appointments lead to contracts, and contracts lead to closings.
The industry average has been widely reported as 50 real estate-related conversations lead to one contract. If you break your transaction goal down by how many daily conversations you need, you will be on a path for success.
Tony Robbins once said the key to success is to take massive action. I would add that the key to true success is consistent action on the right activities. If you are consistent with the activities mentioned above, true success and consistent success will follow.
Jimmy Burgess is a real estate agent and national team builder with Real Brokerage in northwest Florida, serving the 30A, Destin, and Panama City Beach markets. Connect with him on Instagram and LinkedIn.
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by Christy Murdock | May 10, 2025 | Industry, News Feed
As Howard Hanna CEO Hoby Hanna offers his unvarnished opinions on NAR, we’re looking at other industry leaders who are calling for change while focused on growth.
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 The Download, Inman’s Christy Murdock takes a deeper look at the top-read stories of the week to give you what you’ll need to meet Monday head-on. This week: As Howard Hanna CEO Hoby Hanna offers his unvarnished opinions on NAR, we’re looking at other industry leaders who are calling for change while focused on growth.
Diplomacy is an essential element in the practice of real estate. After all, we’re always looking for win-win solutions, staying chill during intense negotiations and measuring our words when working with clients.
Sometimes, however, it’s time for some truth-telling and plain speaking, especially from those in positions of leadership and authority. That’s why this week, readers couldn’t get enough of Howard “Hoby” Hanna’s straight talk on the National Association of Realtors (NAR) commission lawsuit settlement and the brokerages, including his own, that were left high and dry.
In a wide-ranging two-part interview, Hanna discussed how he believes NAR’s MLS rules punish innovation, especially in the middle of a tough housing market, while making it harder for brokerages to compete against consolidating rivals with big public money to back them.
He also talked about Clear Cooperation, Internet Data Exchanges (IDX) and Virtual Office Websites (VOW), and told Inman why he’s thinking about leaving NAR and its affiliated MLSs.
“Am I leaving tomorrow?” Hanna asked. “No. But I am sitting back and saying NAR has to get its house in order. NAR has to focus on what they do best, which is homeownership advocacy. And I’ll sit back and watch a little bit and see how it plays out.”
Today on The Download, we’re looking at industry leadership, including those who are accomplishing big things while helping others make the most of new opportunities and those who are calling for change.
We’re also asking you to weigh in on this week’s Pulse question: What aspect of real estate has changed most in the past 5 years?
Treat real estate agents right, broker-owner Michelle Valverde writes, and results will follow, including brokerage growth and resilience.
Coach Melanie Klein profiles an industry leader who helps women leverage real estate as a wealth-building tool that provides long-term security, flexibility and the freedom to pursue their passions.
According to managing broker Spencer Krull, with mandatory buyer-broker agreements, it’s time for NAR to get rid of the “participation trophy” of procuring cause.
Many agents lack structure and support, branding expert Alyssa Stalker writes, but what they need is real business mentorship, repeatable systems, ongoing marketing education and more.
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by Craig C. Rowe | May 9, 2025 | Industry, News Feed
ARKI, a company that leverages artificial intelligence to improve how construction, engineering and architectural systems collaborate, has announced its arrival in the United States.
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ARKI, a company that leverages artificial intelligence to improve how construction, engineering and architectural systems collaborate, has announced its arrival in the United States, Inman has learned. The company is emerging into the domestic built world with case studies that claim to cut project time by at least 50 percent.
In a statement shared early with Inman, ARKI CEO and co-founder Natalia Bakaeva said that legacy systems are walled off and not designed to coalesce.
“We founded ARKI to address the critical inefficiencies caused by siloed data and the time-consuming nature of traditional AEC [architecture, engineering and construction] workflows,” said Bakaeva. “Our AI empowers design professionals to access the knowledge they need instantly, predict potential roadblocks, and ultimately create better, more efficient designs. Expanding to the U.S. market is a pivotal step in our mission to revolutionize the global built environment.”
The term, “built world” was birthed to delineate between actual, physical properties and assets and their digital doppelgängers that exist in software, rendering systems and other digital formats.
ARKI is one of six entities that are part of a cohort under the guidance of Equity Angels, an entrepreneurial advisory group aimed at unlocking access to critical resources for minority-led startups.
ARKI’s core product enables multiple stakeholders to make decisions using combined datasets from a building project’s major systems and processes. It eliminates superfluous communications, reveals unseen hurdles, eliminates delays, and thus, shrinks workflows while ensuring compliance, efficiency, and safety.
It can process 2D and 3D planning assets and use computer vision to identify and make searchable project drawings and documents generated from all stakeholders, in turn creating deep, “live libraries” of real-time data and content, significantly reducing redundant work, improving risk management practices, improving budget confidence and accelerating project timelines.
“ARKI has already garnered traction internationally, working with firms such as RAW Design, LINK Arkitektur, FWBA Architects and KPMB Architects — a world-renowned architectural practice based in Canada,” the press release stated. “This early adoption underscores the need for ARKI’s innovative approach to AEC data management.”
Equity Angels was founded in 2024 by Kenya Burrell-VanWormer and Katherine “Kat” Winston, each of whom has a diverse tenure in real estate leadership, technology and entrepreneurship.
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by Marian McPherson | May 9, 2025 | Industry, News Feed
Two months after purchasing a 17 percent stake in REA Group competitor Domain, CoStar Group has reached an acquisition deal of $1.9 billion. The bid still faces approval from Domain shareholders and Australian officials.
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A little more than two months after purchasing a 17 percent stake in Australian real estate classifieds firm Domain, CoStar Group has entered a definitive agreement to purchase the firm for $1.9 billion.
CoStar Group, with the help of Macquarie Capital, spent $285 million on the 17 percent stake, which shakes out to $2.70 per share based on current AUD to USD conversion rates. CoStar will purchase the remaining Domain shares for $2.85 per share, totaling $1.5 billion. Domain shareholders, the Courts, and the Australian Government’s Foreign Investment Review Board still need to approve the deal, which is slated to close late August.
Andy Florance | Credit: CoStar Group
“We’re pleased to have reached an agreement with Domain and to see [owner Nine Entertainment]’s support of this transformative transaction,” CoStar Group founder and CEO Andy Florance said in a written statement. “As one of the first and most experienced digital real estate companies in the world, CoStar Group brings a proven track record of building high-traffic online marketplaces that deliver real value.”
“With our technology, scale and the innovation we’re known for, we see a tremendous opportunity to enhance the Australian property market,” he added. “By combining Domain’s deep expertise with our global experience and best practices, we will build a more compelling user experience at a lower cost — driving greater value for agents, vendors and homebuyers. We will also create value for our customers globally by incorporating Domain’s learnings and best practices into our marketplaces outside of Australia. We are confident this acquisition will foster more competition in Australia.”
The Virginia-based behemoth’s acquisition of Domain, if approved, would add another layer to its ongoing rivalry with News Corp, which owns Domain competitor REA Group, real estate listing company Move, Inc., and its subsidiary, Realtor.com.
Domain is the second-largest real estate classifieds firm in Australia, next to REA Group. Domain’s latest earnings results, which account for six months instead of three per Australian reporting standards, logged a 7 percent increase in revenue to AUD 217.2 million (or USD 139.4 million). Domain’s owner, Nine Entertainment, said the platform reaches an average of 6.6 million visitors each month.
Domain’s digital businesses, which include advertising solutions and three real estate print magazines, were flat for the half-year.
Meanwhile, REA Group saw third-quarter revenue rise 6 percent year over year to $271 million. REA Group’s Australian site, realestate.com.au, reached 12.3 million average monthly unique visitors during the quarter.
Domain Chair and Non-Executive Director Nick Falloon said CoStar is the company to help Domain “further realize” its potential, as its current owner embarks on a massive restructuring of the company’s executive board and divisions to save AUD 100 million over the next two years. Nine reduced its divisions to streaming and broadcast, publishing and marketplaces, the latter of which includes Domain and automotive content platform Drive.
Nick Falloon | Credit: Nine Entertainment
“The Domain Board has carefully considered the CoStar Group proposal and believes it represents compelling value and a high degree of certainty for Domain shareholders, through the cash offer and limited conditionality,” he said in a prepared statement on Friday. “This proposal reinforces the strong fundamentals of Domain, which we are confident will be further realized with CoStar Group’s support.”
In CoStar’s first-quarter earnings on April 29, Florance expressed his excitement about acquiring Domain while noting that CoStar will be able to leverage the best parts of Domain, OnTheMarket and Homes.com to bolster each site’s performance. This move could help CoStar tighten its Homes.com marketing spend, as its newly formed Capital Allocation Committee calls on the company to seek additional cost savings.
“One element from Domain that will benefit Homes.com and OnTheMarket is depth advertising, similar to signature ads for Apartments.com and LoopNet,” he said. “Domain offers four tiers of advertising that offer increasing levels of exposure as you move up their ad tiers by utilizing sort order, larger search placards, and social application retargeting. We will be adopting the best practices of Domain in the U.S. and the United Kingdom.”
“We see numerous opportunities to create additional value for Domain following the potential acquisition,” he said. “… We will bring what we built with Homes.com to Australia and the United Kingdom and win over consumers. Domain is also a strong entry point into Australia’s commercial real estate market.”
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by Taylor Anderson | May 9, 2025 | Industry, News Feed
Over 55 percent of agents who were recently surveyed by the California Association of Realtors said access to homeowners insurance was their No. 1 concern, more than double from last year.
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Home insurance prices in California are expected to rise for the next two decades, and all Californians should be prepared to share the burden of higher costs, according to an expert panel that met last month in Sacramento.
In the wake of one of the most costly natural disasters in U.S. history, the recent LA-area wildfires, the panel said the impacts on real estate will continue to grow, and access to homeowners insurance is now a top concern among buyers.
The experts said that in order for insurance to become widely available again, the state would have to attract capital back to the market. The burden of higher insurance premiums must also be shared among all residents, even those in low-risk areas, according to David Russell, director of the CSU Northridge Center for Risk Management and Insurance.
“In high-risk areas, to be able to afford to insure, they’re going to have to raise the premium on someone else. We have a cost-sharing issue,” Russell said. “I’ve seen huge rate increases in my own policy, even though I’m in a low-risk area, and I [have] filed no claims, ever. So, these risks are being socialized, and there are California citizens who don’t want to pay a part of the premium that someone else has imposed on the system.”
Over 55 percent of agents who were recently surveyed by the California Association of Realtors said access to homeowners insurance was their No. 1 concern, more than double from last year.
Agents also said that insurance availability was nearly tied as a top concern with affordability as the greatest challenge facing the industry this year, outpacing inventory and interest rates.
“Most of our Realtors are having to address the insurance problem up front,” said Sanjay Wagle, senior vice president of governmental affairs for CAR. “Traditionally, it’s just been the mortgage, taxes, insurance, and now, that insurance component is really affecting affordability depending on the area you live in…[it has] become a high priority.”
The panel noted that construction workers are being pulled toward Los Angeles, where there is high demand after the fires, and where they can earn more than in other areas of California.
Panelists encouraged homeowners to check to make sure they aren’t underinsured, which they noted was becoming more common, particularly among those who lost homes in the Southern California wildfires earlier this year.
“Altadena families underinsured by millions are losing generational wealth,” said Emily Rogan, senior program officer at United Policyholders. “Purchase as much additional replacement cost insurance as you can.”
The panel said that both the state and individual homeowners needed to do more than simply buy insurance to mitigate the risk of natural disasters.
“We cannot insure our way out of this problem,” said Michael Wara, director of the Stanford University Climate & Energy Policy Program. “The thing that is not happening enough is actual physical risk reduction. We need to reduce risk so there is less risk to transfer, and so we can afford that risk transfer.”
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