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Every week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it issues for actual property professionals. From viral tendencies to platform modifications, she’ll break all of it down so you understand what’s value your time — and what’s not.
You’re not alone when you really feel like social media and AI are altering quicker than the housing market in a bidding struggle. Each week, there’s a brand new algorithm replace, platform shift or tech innovation shaking up the way in which actual property brokers join with purchasers.
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From AI disruptors like DeepSeek to Instagram’s newest rating components and the rise of decentralized social platforms like Bluesky, maintaining can really feel overwhelming — but it surely doesn’t must be.
The excellent news? These modifications carry new alternatives. Whether or not it’s refining your social media technique, enhancing engagement with short-form video or utilizing AI-powered instruments to streamline your workflow, actual property brokers who adapt will keep forward of the competitors.
DeepSeek: The AI disruptor
DeepSeek’s been making headlines, and loads of individuals are attempting to determine why. This new AI mannequin, a direct competitor to OpenAI’s ChatGPT, has rapidly gained consideration for its quicker processing, decrease prices and decreased power consumption — a mix that has AI firms scrambling to catch up.
For actual property professionals, elevated competitors in AI may imply extra superior instruments at higher costs, streamlining all the things from advertising and marketing to consumer communication. However there’s a catch: DeepSeek is predicated in China, elevating important issues about information privateness and safety.
With extra scrutiny on foreign-owned tech platforms, this AI mannequin may pose even higher dangers than TikTok for U.S. customers. Earlier than adopting it into your workflow, it’s value taking a tough have a look at the potential trade-offs.
Instagram reveals key components for reels and tales rating
Instagram’s newest algorithm updates provide new insights for actual property professionals trying to maximize their attain. Reels are actually ranked primarily by watch time, likes and sends. Instagram head Adam Mosseri defined that likes carry extra weight for content material from accounts customers already comply with, whereas sends matter extra for discovery.
In a latest video collection, Mosseri outlined what makes content material eligible for suggestions — crucial for reaching new audiences. To enhance visibility, posts ought to:
- Keep away from watermarks, akin to these from TikTok
- Embrace audio, particularly for pictures or carousels
- Preserve movies below three minutes
- Be authentic content material
- Make sure the account is in good standing (test “Account Status” in settings)
Instagram prioritizes engagement indicators akin to faucets, likes and direct replies for tales. Brokers trying to enhance their Instagram technique ought to concentrate on creating interactive, high-quality content material that encourages viewers interplay.
TikTok College
Now that TikTok is again from briefly going darkish, a brand new pattern has already emerged. HillmanTok College, a viral TikTok pattern that started in January 2025, has change into an internet studying hub the place specialists share free academic content material.
Led by Dr. Leah Barlow’s African American Research 101 course (accidentally at first), this digital “university” now consists of all the things from private finance to psychological wellness, with educators posting mini-lectures and syllabi for hundreds of keen “students.”
For actual property brokers, this pattern highlights the facility of academic content material in social media advertising and marketing. Brokers can even use academic content material to place themselves as trade specialists, providing Actual Property 101-style content material that simplifies homebuying, promoting and investing. Contemplate creating partaking movies that break down advanced subjects like understanding mortgage charges, navigating closing prices or staging a house for a fast sale.
The takeaway? Folks need to be taught from specialists on social media. By sharing academic, bite-sized actual property insights, brokers can construct credibility, develop their viewers and entice potential purchasers who see them as a trusted useful resource.
Is your Instagram off-grid?
Instagram’s newest grid replace is shaking up the way in which profiles are displayed, shifting from the long-standing sq. format (1:1) to a 4:5 vertical orientation, which is according to the scale for reels and tales. This implies portrait-style photographs will take up more room in profile grids, aligning with Instagram’s push towards mobile-first, vertical content material.
This shift presents actual property brokers new alternatives to showcase listings, behind-the-scenes content material, and branding in a extra visually immersive manner. The taller thumbnails make vertical property pictures stand out, permitting brokers to maximise curb attraction and inside photographs with out being restricted by sq. cropping.
How one can adapt your actual property content material to the brand new grid:
- Publish vertical itemizing pictures (4:5 ratio) to make sure they show correctly.
- Alter outdated posts through the use of Instagram’s “Adjust Preview” instrument to manage how previous photographs match into the brand new format.
- Leverage Reels and Tales alongside grid posts to create a seamless model aesthetic that aligns with Instagram’s evolving visible priorities.
Whereas the change may take some getting used to, it reinforces Instagram’s emphasis on vertical content material — a pattern actual property brokers ought to embrace to maintain their profiles trying trendy and interesting.
Welcome to your Bluesky video feed
Bluesky, the decentralized social platform, is following the trade pattern towards vertical video feeds, just like TikTok, Instagram Reels and X’s video format. The brand new swipeable video timeline will permit customers to discover video content material based mostly on their private feed and group preferences, including one other platform the place actual property professionals can showcase listings and market experience with video.
How one can leverage Bluesky’s video feed:
- Publish vertical property walkthroughs to maximise engagement within the new format.
- Share fast actual property ideas and market insights to place your self as an skilled.
- Reap the benefits of Bluesky’s decentralized method, which may provide extra management over content material attain in comparison with corporate-run platforms.
Bluesky’s integration with Tik, a decentralized TikTok various, may open new alternatives for brokers trying to diversify their video advertising and marketing. Whereas the platform remains to be evolving, it’s value watching — particularly as issues round TikTok’s future possession develop. If vertical video is right here to remain, brokers needs to be ready to fulfill their viewers wherever they’re.
Takeaways for actual property brokers:
- AI is evolving quick, however privateness issues. Be cautious when utilizing AI fashions like DeepSeek, and prioritize safe and compliant options.
- Instagram’s rating indicators favor engagement. Watch time, likes and shares are key to creating content material that retains audiences interacting.
- Academic content material is in demand. Educating actual property ideas via short-form movies will help you determine credibility and entice purchasers.
- Vertical visuals are the longer term. Instagram’s new grid format makes portrait-style photographs extra impactful — modify your content material accordingly.
- New platforms like Bluesky may present contemporary alternatives. As decentralized social media grows, early adoption could give brokers a aggressive edge.
Actual property brokers who keep knowledgeable and adapt to those modifications can have a aggressive edge. AI, social media algorithms and new content material codecs are reshaping how brokers join with purchasers, showcase properties and set up credibility on-line.
Actual property is about extra than simply transactions; it’s about belief, connection and visibility. By embracing new instruments, refining content material methods and staying forward of trade tendencies, brokers can elevate their model, entice extra purchasers and thrive in an more and more digital-first world.
Jessi Healey is a contract author and social media supervisor specializing in actual property. Discover her on Instagram, LinkedIn, Threads, or Bluesky.
