The test for every idea below: would someone who isn't in real estate care? Most agent feeds fail it, which is why they end up with an audience of other agents — a pleasant professional network that will never buy a house from you.
Thirty ideas grouped by the job they do, then the four categories I'd cut.
What things cost
The highest-intent category there is. People search these constantly, mostly find vague answers, and remember whoever gave them a real number.
- Closing costs, itemised — who pays what, and what's negotiable
- What a $450k mortgage actually costs monthly, all-in
- The costs first-time buyers don't budget for
- Renting vs buying in your market, with this year's numbers
- What a listing really costs a seller, commission included
- Property taxes by neighbourhood, and why two similar homes differ
- What earnest money is, how much, and when you lose it
How the process works
First-time buyers are lost, and the agent who explains the process is the one they call. These get saved and forwarded to partners, which is the engagement that matters.
- Offer to close, step by step, with realistic timings
- What actually happens at inspection, and which findings matter
- Pre-qualified vs pre-approved, and why the difference costs offers
- What an appraisal gap is and what happens when you hit one
- Contingencies in plain English
- What happens between accepted offer and keys
- Documents to gather before you start looking
The local numbers
Geography is the moat — nobody out of town can fake this, and it's the content that makes you the local expert rather than an agent who happens to live nearby.
- What one neighbourhood did this month: median, days on market, inventory
- What $500k buys in three different areas, side by side
- Which streets are actually moving right now
- Commute times people underestimate
- School catchment boundaries that surprise buyers
- What's being built or approved nearby, and what it changes
- A quarterly market update, same format every time
The mistakes you watch people make
You see the same errors every year. Each is a carousel, and you're the only person who can write it credibly.
- Five things that kill an appraisal
- Renovations that don't return what people think
- Why the highest offer isn't always the one that wins
- Overpricing on purpose, and what it costs by week six
- Waiving an inspection — what you're actually accepting
- Shopping for a home before shopping for a lender
Seller-side
- What to fix before listing, and what to leave
- Staging that changes the photos vs staging that doesn't
- What your listing photos are doing wrong
- The pricing conversation, honestly
Four I'd cut
Named rather than padded into the count, because these are how a feed ends up talking to colleagues.
- Just Listed / Just Sold. The default agent post and almost pure noise to anyone not in the industry. One occasionally, as proof of activity — not as a content strategy.
- Awards and production milestones. "Top 1% producer" means something to your brokerage and nothing to a buyer who doesn't know what it's measured against.
- Generic motivational quotes. Infinite supply, zero moat, no connection to you or your market.
- National market commentary. Buyers don't live in the national market. Repeating a headline about rates adds nothing you're uniquely able to say — the local version of the same story does.
Before you post any of them
Two things worth stating, because this industry is not like the others we write about.
Real-estate advertising is regulated. Fair Housing constrains what property copy may say or imply — including phrasing that sounds harmless but describes the likely occupants rather than the property — and most states require licence and brokerage identification on advertising. Anything drafted by a tool needs your eyes before it goes out. Your broker and your state commission are the authority here, not a blog post.
And local numbers have to be real. A market update with invented or stale figures is worse than no market update, because the one person who checks is a colleague.
If the bottleneck is producing these rather than thinking of them — SlideBuddy writes and publishes them for you, in your branding, with every post going through an approval screen first. Frequency is covered in how often to post, and when to post carousels covers timing.
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