Estate agents want more reach, more enquiries and more instructions. So, when social media trends explode each week, new sounds, formats, or memes, it’s tempting to jump on them in the hope of going viral.

The problem with that is that trends get attention, but its passion that builds brands. And brands, be that a business or personal, win instructions.

You can attract views by following what’s popular. But homeowners don’t choose their agent based on who used the funniest audio. They choose the person who communicates competence, confidence and clarity. Views are easy. Trust is earned. And trust is what converts.

Trend-chasing is the trap

There’s nothing wrong with being aware of trends. Sometimes they help you reach new audiences. But when trends become your strategy, your content becomes random, reactive and shallow.

It might get attention, but it rarely builds connection. And connection is the only real currency in this industry.

Homeowners need to feel something when they watch you. Trust. Reassurance. Alignment. Authority. A trend won’t give them that. Your message will.

Relevance beats reach

A million views from strangers across the world won’t beat a thousand views from your local market.

The agents who win online are the ones who decide what they stand for and show up consistently talking about it. Not just when it’s trendy. Not just when the algorithm feels kind. Consistently.

When you talk about topics you genuinely believe in, things like local market realities, pricing strategy, negotiation skill, buyer psychology, people start to recognise you as the voice they trust.

The five-pillar rule

If you’re unsure what to post, here’s the simplest framework you’ll ever use:

If you could only talk about five subjects for the rest of your career, what would they be?

Write them down.

These are your content pillars, the foundations of your digital identity.

For most agents, they’ll be some version of:

+ Local market commentary

+ Selling advice

+ Negotiation insight

+ Your story / values / beliefs

+ Community involvement

When you create content around your pillars, everything becomes clearer and your delivery significantly more engaging. You naturally communicate with more clarity, which indirectly creates authority. And authority wins instructions.

The litmus test

Before you post anything, ask yourself if this help people understand what I want to be known for?

If yes, post it. If no, delete it.

Trends fade. Algorithms shift. But a brand built on truth, clarity and consistency, lasts.