Trending: Fewer humans, more messages and maybe a Reels app?
Jessi Healey explores the rise of virtual influencers, Meta’s shifting platforms and how real estate pros can keep showing up in a less human — but more connected — digital world.
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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.
The digital stage is getting crowded — and not just with people. YouTube’s latest report reveals that virtual influencers — AI-powered, digitally generated characters — are now driving billions of views, reshaping the creator economy, and influencing what comes next in content and marketing.
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Meanwhile, time on Instagram and Facebook is slipping, Meta may spin off Reels into its own app, and newer platforms like Bluesky are rethinking trust and identity. The platforms are still there, but how we show up, engage and build influence is rapidly changing.
Virtual influencers are dominating YouTube — and the future
YouTube’s latest Culture & Trends report confirms it: Digital personas are no longer niche — they’re shaping mainstream content.
In just one year, 300 virtual creators earned more than 15 billion views, including 1 billion from U.S. viewers. From music artists like Hatsune Miku to livestreaming personalities like Code Miko and gaming bots like Neuro-Sama, virtual influencers are not only gaining followers — they’re signing brand deals, appearing in livestreams and redefining relatability.
What makes them work?
- They’re consistent, always available and algorithmically optimized
- Their storytelling is stylized and platform-native
- They adapt faster than human creators — no sleep required
YouTube calls it a reflection of how subcultures become mainstream and a new layer of creator marketing that brands should keep on their radar.
While you don’t need to compete with AI avatars, the opportunity for real estate professionals is clear: YouTube remains one of the most powerful platforms for long-form, searchable, lead-generating content. Here’s one agent who’s built his business on YouTube by creating just that: How to leverage YouTube to go from contact to contract in 17 days
For real estate professionals, this is a reminder that content creation is evolving fast. You don’t need to become a virtual influencer, but embracing AI tools to enhance storytelling, generate visuals or boost video consistency could help you stay visible in an increasingly dynamic landscape.
Facebook and Instagram lose attention to messaging apps
According to Meta CEO Mark Zuckerberg, time spent on Facebook and Instagram has “gone down meaningfully” as users shift toward private messaging over public feeds. While these platforms still dominate the digital space, interaction styles are evolving quietly and quickly.
For real estate professionals, this is a reminder to prioritize DMs. People increasingly want direct, low-pressure communication, so responding quickly, offering value in private messages and even experimenting with auto-replies can give you an edge.
Meta might be launching a standalone Reels app (for real this time)
Mobile developer Alessandro Paluzzi has spotted Reels showing up alongside Meta’s other apps (WhatsApp, Threads, Facebook, etc.) in “Apps Also from Meta” — hinting that the company could finally be prepping a separate Reels platform.
Why it matters:
- Short-form video still dominates attention
- Separating Reels could streamline video consumption and increase view time
- A standalone app could mean new opportunities for discoverability
For real estate professionals, this is a reminder to keep investing in short-form video — and to be ready to pivot if Reels becomes its own ecosystem.
Bluesky rethinks verification with a trusted model
Bluesky has added verification checkmarks, but not just for clout. Trusted organizations like The New York Times can directly verify users, like journalists, from inside the app.
It’s a model that could rebuild trust in digital identity, especially as impersonation and fake accounts grow more sophisticated across platforms.
For real estate professionals, this is a reminder that verification isn’t just about status — it’s about credibility. Wherever you post, make sure your audience knows they’re interacting with the real you.
Facebook referrals are back for publishers
Despite declining time on platform, Facebook is quietly rebounding as a source of referral traffic to news and media websites, particularly on desktop. Press Gazette reports 75 percent of major publishers saw traffic increases in March.
It’s unclear how this will impact brand content, but the shift suggests Meta is rebalancing its algorithm toward informative content.
For real estate professionals, this is a reminder to share local insights and blog-style content on Facebook, as it may receive a bigger boost than expected.
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Cracks in NAR’s control begin to show: The Download
With platforms and portals pushing back against its policies, is the National Association of Realtors losing its grip on the industry?
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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: With platforms and portals pushing back against its policies, is the National Association of Realtors losing its grip on the industry?
After holding sway for decades as the country’s most powerful trade organization, the National Association of Realtors (NAR) may finally be losing control of some of the platforms and entities that drive real estate sales in the U.S.
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Recently, both MLSs and that nation’s largest portal, Zillow, have pushed back on NAR policies with changes that seemingly ignore the group’s rules. This comes alongside months of debate regarding NAR’s internal organizational practices, handling of the commission lawsuit settlement and a Clear Cooperation debate that raged among industry leaders prior to the implementation of a new Multiple Listing Options for Sellers policy.
EXTRA: Biggest MLS in the nation rejects NAR ‘Delayed Marketing’ policy
In addition, a post on Zillow’s LinkedIn page culminated in a battle royale with CEOs from all sides joining in the comments.
Beginning in December, Zillow began to change the way listings are made visible on its portal platform in defiance of NAR’s no-commingling policy.
Four years after it complied with NAR’s no-commingling rule, Zillow is quietly reversing course to allow the display of non-MLS listings alongside other properties on the platform, having previously obscured them with a filter many users never knew existed.
In markets where local MLSs never enacted the rule — or recently rescinded it — users of the search portal will now see more properties in their search prompts by default, including for-sale by-owner (FSBO) listings, non-MLS auctions and buildable floor plans.
EXTRA: Auction.com says its listing views are up with Zillow commingling
NAR has long defended the policy and repeatedly rebuffed efforts to eliminate it.
As power shifts and practices recalibrate, you need to come at your own business informed and prepared, with knowledge about what’s next and systems that pay off both now and in the future. This week, Inman contributors offered perspective on where the industry is headed, along with how-tos you can use to be ready for anything.
Private listings just got real: State regulators have entered the chat
State regulators are scrutinizing Realtor practices and mandating consumer-friendly, fiduciary-level professional behavior, Summer Goralik writes.
5 ways to reset systems, scale with ease, future-proof your
Shift your business out of survival mode when you adopt a CEO mindset, implement smart processes and procedures, and scale with the future in mind, broker Jessica Souza writes.
What skills will brokerages and their leaders need in
In the face of economic headwinds and shifting market dynamics, brokerages must embrace change with clarity, strategy and agility, The Agency’s Rainy Hake Austin writes.
5 fresh ways real estate pros can earn passive income this spring
The smartest agents aren’t just selling homes anymore, branding and marketing expert Alyssa Stalker writes. They’re building scalable income ecosystems that grow with them.
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!
Real estate agents don’t have to wait on closings to build additional income. These leveraged income ideas will help you grow smarter revenue streams this season.
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Spring is a season of growth, and that includes your income streams. With market cycles becoming less predictable, many real estate professionals are looking for ways to generate consistent revenue outside of closings. The good news? You already have the tools, expertise and audience to do it.
Whether you’re interested in building a digital asset, monetizing your influence or diversifying through investing, these passive income strategies are designed to work with your business, not compete against it.
1. Turn your tools, templates and processes into digital products
You probably already have systems, resources or marketing materials that others would pay for. Instead of building a full course, start with something simple: a homebuyer checklist, seller prep packet, onboarding email sequence, open house kit or even a Canva template for agent marketing. These can be listed on platforms like Stan Store or Etsy and promoted through your existing content.
If it saves you time or solves a problem in your business, it can likely do the same for someone else. No need to reinvent the wheel. Just package what’s already working behind the scenes.
2. Recommend tools you actually use (and get paid for it)
If you’re using CRMs, email platforms, schedulers or AI tools to run your business, you’re sitting on referral income. Most of these tools offer affiliate programs. Share what works for you through tutorial videos, blog posts or a “resources I use” page, and you’ll build long-term commissions while helping other agents succeed.
Popular affiliate-friendly tools in the real estate space include:
3. Promote your brokerage’s revenue share program (strategically)
If your brokerage offers revenue share or referral bonuses, approach it like an opportunity, not a recruitment pitch. Agents are looking for more freedom and stability. When you share how your brokerage supports that through systems, stories and lifestyle, you invite curiosity.
Use testimonials, real-life results or behind-the-scenes content to position your brokerage as part of your business ecosystem, not just where you hang your license.
4. Monetize your audience with affiliate-friendly finds
A strong social media presence can unlock affiliate income through platforms like Amazon, LTK or ShopMy. Recommend products that make sense for your brand: move-in must-haves, home office setups, staging props or client gift ideas. This content performs well on Reels, TikTok and Pinterest and helps build trust with your audience while opening an additional revenue stream.
5. Invest in real estate passively with fractional platforms
You don’t need to be a landlord or have a lot of capital to build wealth through real estate. Fractional ownership platforms like Arrived or Fundrise let you invest in income-generating properties with low barriers to entry. They handle management while you potentially earn rental income and appreciation.
Bonus: Sharing your investing journey can spark content that educates your audience and attracts future clients or agent partners interested in wealth-building strategies.
Passive income in real estate doesn’t require a massive audience or a second job. It just takes strategy. Leverage what you already have: your expertise, systems, tools and influence. Pick one idea to focus on this spring, and commit to showing up for it consistently.
The smartest agents aren’t just selling homes anymore. They’re building scalable income ecosystems that grow with them.
Alyssa Stalker is a real estate branding strategist and host of the Above Asking podcast. Connect with her on LinkedIn or Instagram.
$18.5M in fines imposed on former Wells Fargo execs prove elusive
In April, we’ll go deep on money and finance for a special theme month, by talking to leaders about where the mortgage market is heading and how technology and business strategies are evolving to suit the needs of buyers now. Inman’s Best of Finance returns for 2025, celebrating the leaders in this space. And subscribe to Mortgage Brief for weekly updates all year long.
Three former Wells Fargo executives who were fined $18.5 million by the bank’s federal regulator in January for their alleged role in a 2016 scandal involving problematic sales practices are on track to settle those enforcement actions for just a fraction of that amount.
The Office of the Comptroller of the Currency (OCC) — under new leadership appointed by President Trump in February — announced Friday that it’s reached settlements with two of those executives totaling $150,000. The OCC won’t comment on the status of the case of the third executive, who is challenging a $10 million fine in court.
The OCC had previously levied a $7 million fine on former Wells Fargo Chief Auditor David Julian and a $1.5 million fine on his deputy, former Executive Audit Director Paul McLinko. Under the terms of the settlement, Julian will pay $100,000 and McLinko will pay $50,000, without admitting wrongdoing.
In a Jan. 14 decision, Acting Comptroller of the Currency Michael Hsu affirmed rulings by an administrative law judge, who in a 2022 hearing determined that Julian and McLinko had failed to plan and manage audit activity that would have detected the problematic sales practices that persisted at the bank for more than a decade.
“This case stems from one of the largest scandals in banking history,” Hsu said in his decision. “Under pressure to meet unreasonable sales goals, thousands of employees at Wells Fargo engaged in a collection of practices [that] included opening millions of unauthorized customer accounts, transferring funds without customer consent, lying to customers that certain products were available only as a package with other products, enrolling customers in online banking and bill-pay without their consent … and falsifying customers’ personal information.”
Hsu, who headed the OCC during the Biden administration, stepped down on Feb. 10 and was succeeded by Trump appointee Rodney Hood.
Julian and McLinko appealed Hsu’s decision the day after it was issued, with attorneys for McLinko calling it and other rulings against their client “arbitrary, capricious [and] an abuse of discretion,” and “infected by multiple prejudicial evidentiary and procedural errors.”
A March 13 scheduling order gave attorneys for Julian and McLinko until April 22 to file briefs with the U.S. Court of Appeals for the District of Columbia, with final briefs from all parties due on July 7. But on April 1, the court suspended the briefing schedule with no explanation.
A spokesperson for the OCC declined to comment on why it chose to settle with Julian and McLinko rather than defend its previous orders in court, saying it “does not comment on specific enforcement actions beyond what is published [on] our website.”
Attorneys for Julian and McLinko declined to comment on the record.
Julian and McLinko each signed consent orders saying that they agreed to settle with the OCC “to avoid the costs associated with future administrative and judicial proceedings” without admitting the allegations against them, or the findings and conclusions of the administrative law judge.
In the third case, Hsu on Jan. 14 ordered former Wells Fargo Community Bank Group Risk Officer Claudia Russ Anderson to pay a $10 million civil money penalty, agreeing with an administrative law judge’s finding that she “failed to institute effective controls to manage the risks” posed by the bank’s sales practices.
Anderson appealed the case the next day, and has until May 12 to file a brief with the U.S. Court of Appeals for the District of Columbia. The OCC declined to comment on the status of that case.
Having settled with Julian and McLinko, Anderson’s case is the last of 11 enforcement actions the OCC pursued against 11 former Wells Fargo executives related to the bank’s alleged systemic and widespread sales practices misconduct.
All told, the OCC has collected more than $43 million in fines from Wells Fargo executives to date. That’s on top of the $185 million in fines the bank agreed to pay the Consumer Financial Protection Bureau (CFPB), OCC, and City and County of Los Angeles in connection with the scandal in 2016.
Carrie Tolstedt, the former head of Wells Fargo’s Community Bank, was the only Wells Fargo employee to face criminal charges for her role in the cross-selling scandal.
Tolstedt was sentenced to 12 months of probation after pleading guilty in March 2023 to obstructing the government’s investigation into the bank’s sales practices.
While the OCC originally sought a $25 million civil penalty against Tolstedt in 2020, she eventually settled for $17 million.
Tolstedt, who also reached a $3 million settlement with the SEC, collected a $125 million retirement package from Wells Fargo, although the bank “clawed back” $67 million of that compensation, CNN reported at the time.
In February of last year, Tolstedt and her husband, Brad, sold a home in Phoenix for $7.8 million, then bought another home in August for $5.9 million, The Arizona Republic reported.
Other former Wells Fargo executives who paid fines to the OCC in the wake of the cross-selling scandal include:
- Former Chairman and CEO John Stumpf ($17.5 million)
- Former General Counsel James Strother ($3.5 million)
- Former Chief Administrative Officer Hope Hardison ($2.25 million)
- Former Chief Risk Officer Michael Loughlin ($1.25 million)
- Former Community Bank Group Finance Officer Matthew Raphaelson ($925,000)
- Former Head of Community Bank Deposit Products Group Kenneth Zimmerman ($400,000)
- Former Head of Community Bank Human Resources Tracy Kidd ($350,000)
In a separate case in 2021, Wells Fargo agreed to pay the OCC a $250 million fine over the bank’s practices for helping homeowners having trouble paying their mortgages.
In 2022, Wells Fargo agreed to pay $3.7 billion to settle allegations by the CFPB that it harmed millions of consumers over a period of several years through widespread mismanagement of mortgages, auto loans and deposit accounts.
Once the nation’s largest mortgage lender, Wells Fargo was overtaken by direct lender Rocket Mortgage (then known as Quicken Loans) in 2017. It’s no longer ranked among the nation’s top 10 mortgage lenders, but could be poised for a comeback this year as it makes progress in getting out from under a $1.95 trillion asset cap that’s limited the bank’s growth.
If the asset cap is lifted as the bank continues to close consent orders imposed by regulators, Wells Fargo could gain more capacity to originate jumbo mortgages that exceed Fannie Mae and Freddie Mac’s $806,500 conforming loan limit and hold those loans on its books.
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Compass sues Northwest MLS, pulling Windermere along for a ride
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Compass on Friday filed suit against Washington-based Northwest MLS, calling the multiple listing service a “monopolist” while sweeping the Seattle area’s leading brokerages into the rapidly escalating private-listings drama.
The 39-page suit in federal court claims the MLS serving 2,500 member offices in Washington and Oregon has “no meaningful competitors,” and that, as a broker-owned multiple listing service, the brokerage owners in the Seattle area with controlling stakes have an interest in limiting competition.
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“NWMLS is a monopolist and a combination of competing real estate brokers,” Compass states in the opening lines of the suit, filed in the Western District of Washington. “Nearly 100% of the residential real estate transactions by Seattle area real estate brokers are listed on NWMLS, and NWMLS has no meaningful competitors,” meaning no rival MLSs.
Northwest MLS is the sole named defendant, but Windermere Real Estate Services is referred in the suit as the “largest real estate brokerage in Washington State,” and at least six Windermere-affiliated professionals sit on Northwest MLS’s 15-seat Board of Directors.
Besides Windermere, other board members hail from affiliates of Century 21, RE/MAX and Keller Williams, among others.
“Its decisions are made by agreement among competitors as well,” the suit alleges. “Its Board of Directors is comprised of competitors, with most of the directors being affiliated with the longstanding traditional real estate companies in the Seattle area and six (including the current Chairperson and Vice Chairperson) affiliated with the largest real estate brokerage in Washington state (Windermere Real Estate Services Company).”
Spokespeople for Northwest MLS and Windermere Real Estate Services did not immediately respond to Inman’s requests for comment on Friday night.
The New York Times first reported news of the lawsuit on Friday.
The lawsuit is only the latest in an ever expanding drama over private listings and who has control over them in the northwest territory of the United States, but namely Washington state, where the MLS covers a majority of its counties.
The conflict began in late March when Compass CEO Robert Reffkin criticized NWMLS, describing it on Instagram as uniquely restrictive. Reffkin’s comments stemmed from Compass’ efforts to expand the listings it markets privately before posting them to an MLS.
The feud erupted on the same day as the National Association of Realtors announced it would uphold its Clear Cooperation Policy requiring Realtors to put their listings into NAR-affiliated MLSs within a day of public marketing — while also introducing a new delayed listing category. Clear Cooperation had been fiercely debated, and some had looked forward to a decision from NAR to settle the matter on private listings once and for all.
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A few days after the initial spat, a homeowner group, Washington Homeowner Rights, threatened to sue NWMLS for its requirements, which they said forced sellers to “compromise [their] privacy or security just to get [their] home sold.” The group also lamented the tracking of days on market, which they said led to significant price drops.
Compass supported the group’s mission, saying that NWMLS rules were created to benefit the MLS, not consumer rights.
“We’re proud to support Washington homeowners who are asking the right question: Why are they the only ones in America without a choice in how they sell their homes?”
All of this led to NWMLS temporarily suspending Compass’ IDX on April 16. The feed was restored on April 17.
NWMLS leadership initially refused to comment on the IDX suspension; however, Compass Regional Vice President Cris Nelson said the brokerage didn’t understand why NWMLS shuttered its feed despite following the MLSs rules regarding private listings.
“Despite following NWMLS’s published rules, Compass’ IDX feed was suspended without warning — impacting our clients and agents alike,” Compass Regional Vice President Cris Nelson told Inman. “NWMLS is a broker-owned MLS and is the only MLS in the country that prohibits agents from marketing a property on the internet — privately or publicly — unless it’s listed in the MLS.”
“…We launched a compliant Private Exclusive marketing strategy using ‘non-exclusive’ and ‘unenforceable’ listing agreements — both of which, since the founding of NWMLS in 1984, have not been eligible for submission into the MLS,” Nelson added. “This is a stark example of monopolistic control, with NWMLS having 100 percent market share of real estate agents, that limits homeowner choice, stifles competition, and sets a dangerous precedent for broker accountability and market fairness.”
A couple of days after the suspension drama, NWMLS finally offered its side of the story, clarifying that the suspension was done on purpose after failed negotiations between Compass and NWMLS leaders over the brokerage’s private listings.
“The suspension was the result of Compass’ failure to input numerous of its own listings and share those listings with other member real estate firms and their clients in accordance with Northwest MLS’s rules,” the statement indicated. “Northwest MLS offered Compass a data license for its own listings, but Compass did not respond to that offer. Compass’ brokers access to all other Northwest MLS systems remained uninterrupted.”
“Northwest MLS worked with Compass on April 15th and 16th to facilitate Compass’ compliance with Northwest MLS’s rules,” the statement continued. “With Compass’ commitment that it would comply with Northwest MLS’s rules going forward, Northwest MLS reinstated the data license to Compass on April 17th.”
However, Compass reiterated its previous statements noting it “had already been following the rules” and claimed NWMLS had changed its policy regarding non-exclusive listing agreements in the days after Reffkin’s Instagram post critcizing NWMLS.
This is a developing story and will be updated frequently.
West USA Realty commits to Zillow Group’s listing policy
One of Arizona’s largest brokerages, West USA Realty, has committed to following Zillow Group’s listing access standard. The firm is the third to formally support the portal’s ban on privately marketed listings.
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West USA Realty is the third brokerage to commit to Zillow Group’s controversial listing access standard, which bans privately marketed listings from being displayed on Zillow and Trulia.
Errol Samuelson | Photo credit: Zillow
“West USA Realty is joining others who share our belief that transparency is the foundation of a healthy real estate market,” Zillow Group Chief Development Officer Errol Samuelson said in a prepared statement.
“By joining us and many others across the industry in adopting these listing standards, they’re helping ensure that buyers, sellers, and agents have equal access to the same critical information when it matters most. This partnership strengthens our collective effort to foster a more open, competitive, and consumer-focused real estate experience in Arizona and beyond.”
West USA Realty is the largest regional brokerage in the Southwest with more than 3,000 agents across 16 offices in Arizona. West USA Realty Executive Vice President Nick Weitekamp said Zillow Group’s listing access standard, which is based on the National Association of Realtors’ (NAR) Clear Cooperation Policy (CCP), protects market transparency and enables consumers to make smart, data-driven homebuying and homeselling decisions.
“At West USA Realty, we believe that providing our clients with the most accurate and comprehensive information is essential to their success in the real estate market,” he said in a prepared statement.”By aligning with Zillow’s pro-consumer listing access standards, we’re reinforcing our responsibility to ensure sellers receive maximum visibility and reach the widest possible audience, and that buyers have a clear understanding of their choices.”
Nick Weitekamp | Credit: LinkedIn
“This commitment to transparency aligns perfectly with our promise to deliver exceptional service to both buyers and sellers alike in Arizona,” he added.
EXp Realty and NextHome were the first to commit to Zillow Group’s listing policy, which bans listings that aren’t added to the multiple listing service (MLS) within 24 hours of public marketing. The ban applies for the life of the listing, unless the seller delists — and then relists — the property under a different broker who commits to the portal’s standards.
The ban does not apply to “Coming Soon,” office exclusives, For Sale by Owner (FSBO) listings, rental listings or new construction listings sold by the builder. It also doesn’t apply to Delayed Marketing Exempt Listings, which allow homsellers to direct their broker to delay the public marketing of their listing through an IDX feed per NAR’s Multiple Listing Options for Sellers (MLOS) policy.
“EXp will always take a position that protects consumers first; that’s non-negotiable,” eXp Realty CEO Leo Pareja said on April 10, the day Zillow Group announced its ban. “We’re deeply committed to giving our clients the most transparent, comprehensive access to property listings in the market. Our new agreement with Zillow ensures that every eXp Realty listing has maximum visibility, creating a more efficient, trustworthy and open marketplace.”
EXp has since released an open-source homeseller consent form that lists the potential risks of using a private listing network (PLN) or utilizing Delayed Marketing Exempt Listings.
“Seller choice is foundational, but choice without truth is a disservice,” Pareja said of the form. “We believe the industry must lead with transparency, not tactics.”
Zillow Group plans to begin enforcing the ban in May.