The Meme-Worthy Truth About Why Personal Content Beats Perfect Content

You spent 45 minutes designing the perfect “Just Listed” graphic in Canva.

Bold fonts. Professional headshot. Property photo. “Contact me for details!”

You posted it to Instagram, Facebook, and LinkedIn.

14 likes. 2 comments (one from your mom, one from a bot selling followers).

Meanwhile, your competitor posted a photo of themselves holding their toddler while simultaneously negotiating a deal via Bluetooth headset in the Target parking lot.

147 likes. 38 comments. 3 DMs asking if they’re accepting new clients.

What the hell?

Here’s the uncomfortable truth: Nobody cares about your listing. They care about YOU.

The Reality Check: Why This Happens

Your brain on social media scrolling:

• Generic listing post → Scroll
• Another listing post → Scroll
• Agent holding their dog at an open house with caption “Brought backup for showings today” → STOP. Like. Comment. Remember.

Why Personal Content Wins

1. Listings Are Commodities. Personalities Aren’t.

Every agent in your market can post “Just Listed: 4bd/3ba, $850K, Link in Bio.”

Only YOU can post: “Client told me their dog ate the garage door opener 10 minutes before the showing. I’ve never army-crawled through a doggy door so fast in my life. We got it open. Dog is unrepentant. Showing went great. This is fine. ”

Which one makes you remember the agent?

This is exactly what separates agents who use wit to build their business from agents who blend into the wallpaper of generic real estate marketing.

2. People Hire Agents They Like, Not Agents With the Best Canva Skills

Buying a home is terrifying. Selling is stressful. Clients want to work with someone who feels HUMAN, not someone who feels like a corporate brochure.

If your entire brand feels “bleh”, it’s probably because you’re trying too hard to look professional instead of just being yourself.

Three Post Formats That Actually Work

Here’s what gets engagement, tags, and actual business inquiries:

Post Idea #1: “Expectation vs Reality”

Split image meme:

What to post: Create a split-screen image showing two photos side-by-side:

LEFT SIDE (Expectation): Professional photo of you in a suit at a pristine open house

RIGHT SIDE (Reality): You, holding a crying toddler, a Starbucks cup, and your phone trying to unlock the lockbox with your elbow

Caption: “Expectation vs Reality: Open House Edition. Anyone else doing real estate in survival mode today? ”

Why this works: The split image IS the post. The contrast is visual. Agents with kids will TAG EACH OTHER.

Post Idea #2: “Just Sold” But Make It Personal

DON’T POST: Generic “JUST SOLD!” graphic with property address and price

DO POST: Photo of you handing keys to smiling clients

Caption: “This one hit different. Sarah and Mike have been renting for 8 years while saving for a down payment. They called me crying when the appraisal came back $15K over (we’d already negotiated $10K under asking). First-time buyers who did EVERYTHING right. Watching them walk through THEIR house for the first time as OWNERS? This is why I do this job. Welcome home, you two. #NotACliche #ActuallyHappyCrying”

Why this works: You told a STORY. People remember stories. They also remember YOU care about people, not just commissions.

Post Idea #3: “Behind the Scenes Chaos”

Photo: Your car trunk filled with open house signs, Costco cookies, and random shoes (because toddlers)

Caption: “POV: You have 3 open houses today and you THINK you remembered everything. Spoiler: I did not grab matching shoes for the kid. Also, just realized the cookies are chocolate chip and the listing sheet says ‘nut-free home.’ This is fine. Anyone else winging it today? ”

Why this works: Shows the REAL job. Not the Instagram highlight reel. Agents will share this because it’s THEIR LIFE TOO.

The Question You’re Probably Asking

“But what if I’m not naturally funny? What if my life isn’t that chaotic?”

Here’s the truth: You don’t need to be a comedian. You just need to be willing to share the moments that actually happen.

Forgot your lockbox code and had to call your broker in front of clients? That’s content.

Client’s kid drew on the wall during a showing? That’s content.

You accidentally sent a text meant for your spouse to a client? (Hopefully nothing too embarrassing.) That’s content.

The bar isn’t “be hilarious.” The bar is “be real.” And you’re already clearing that bar every single day – you’re just not sharing it.

The Pattern You’re Seeing

You don’t need a marketing degree to make this work. Just follow the flow: Grab attention with the chaos, tell the story behind it, and remind people why they’d want you in their corner when their own real estate chaos hits.

You don’t have to be a comedian or have a toddler in a Target parking lot to pull this off. You just have to be willing to show the parts of the job that don’t make it into the glossy brochure.

The Bottom Line

Stop trying to be the “perfect professional agent” on social media.

Be the agent people WANT TO GRAB COFFEE WITH.

Because when someone is ready to buy or sell, they’re not going to Google “most professional real estate agent.”

They’re going to think: “Who do I know that I actually LIKE and TRUST?”

Be that person.

Share your chaos. Share your stories. Share your PERSONALITY.

The leads will follow. And when they do, make sure your digital presence is set up to actually capture them. SEO strategist Jeff Lenney’s guide on real estate lead generation breaks down how to turn social media engagement into actual conversations with qualified buyers and sellers.

And if you need help bringing all of this together – from building a brand that doesn’t feel generic to creating content that actually gets you remembered – check out how The Lighter Side can help you stand out.

The post Why Your Just Listed Posts Are Sabotaging Your Brand appeared first on Lighter Side of Real Estate.

The post Why Real Estate Agents Should Use Social Media to Build Their Email List ASAP appeared first on Lighter Side of Real Estate.

Open your inbox right now. Take a look. Go ahead.

Chances are, it’s overwhelming. A wall of unread messages, combined with some that’ve been sitting there that are marked “read,” but are still waiting for you to have enough time and attention to actually deal with them.

There are probably a few “urgent” ones from clients you absolutely need to respond to. A bunch of semi-important ones you’ll flag for later (and hopefully actually come back to).

But there’s a lot of emails you can just select and mass delete. Nice! It feels productive, right? Then you look up and see three more emails have landed in your inbox, and you’re basically stuck in a losing game of digital whack-a-mole.

Keep that feeling in mind when you think about your newsletter landing in someone else’s inbox. Because your prospects, clients, sphere of influence, and every other person who somehow ended up on your email list are waging the same battle as you.

If your newsletter is anything but fun and easy to read, you’re pretty much sending them a mole to whack right into their trash bin.

Newsletters Are Still a Powerful Tool—if You Use Them Right

Despite the fact that people have their finger hovering over the delete button, email newsletters are one of the best ways for agents to stay top of mind without spending a fortune.

Social media is certainly a great option for low-cost (or even no cost) marketing. But unlike social posts, which can easily disappear in a never-ending feed of dancing dogs and political rants, if they even happen to check social media on a regular basis, an email puts your name front and center in a space your audience probably checks daily.

You have more control over getting your name and some information in front of them on a consistent basis. (Well, as long as you’re consistent about writing and sending one…)

Just seeing your name and a subject line each week is going to have some long-term benefit, serving as a reminder that you’re an agent, and are keeping in touch with them—which a lot of agents aren’t doing—even if they don’t open your email.

Obviously it’s a whole lot better for you (and them) if you create a newsletter they’ll look forward to opening and reading. Done right, it’s a chance to not only demonstrate that you’re knowledgeable and pass along some useful information, it’s an opportunity to entertain and amuse them.

But most of the agents who do send newsletters put way more emphasis on the word “news” than they do the entertaining. They send market data about homes recently sold. New listings. The latest mortgage rates. If they’re really endeavorous, they’ll write up an article on the local real estate market.

And at first glance, it makes sense. After all, they’re in the business of buying and selling homes, so why wouldn’t their newsletter be about buying and selling homes? It sounds professional. It seems like they’re “adding value.”

But it’s dry and probably boring to most of their audience…at least most of the time. It’s not that people don’t care about real estate. They do—when it matters to them. But the rest of the time, market updates are like elevator music: background noise, easily ignored, occasionally annoying. Most of your readers don’t want that. Not week after week. Not in their already overwhelming inbox

Readers rarely connect with you through data alone. And when the numbers blur together, so does your name.

Besides, the very thing they think sets them apart (sharing data) is the same thing everyone else is sending. They don’t stand out—they blend in.

Which is probably why some agents try to jazz it up by throwing in a recipe, some decorating tips, or a list of local events coming up in the next weekend, and cap it off with something about how they love and appreciate referrals.

It’s not that people hate them. It’s that they don’t need them.

Would You Open That Email Every Week?

You might be thinking, “Hey, I have people who tell me they love my market stats!” That’s probably true—but remember, you mostly hear from the ones who like it. But there are probably a lot more people who don’t go out of their way to tell you that your newsletter is something they avoid opening.

And even for the folks who do read it, a stats-heavy newsletter doesn’t necessarily create stronger bonds, spark conversation, or generate referrals. It informs them, sure, but it doesn’t engage them in a memorable way.

Here’s a fun thought experiment. Imagine you bought a car from a particular salesperson. And every week, they emailed you a newsletter with:

• The number of cars sold last month
• The average selling price
• A recipe for chocolate cake you’ll never make
• A local event you have zero time or interest to attend
• And, of course, a reminder that they love referrals

Would you open that email every week? Maybe once in a while. Maybe once you were shopping for a car again. But probably not. By then those emails end up in the trash bin almost on auto-pilot.

Now swap cars for houses. Most people buy or sell a home once every 7–10 years. They’re not waiting with bated breath for your newsletter about the latest market stats. They don’t need a recipe they’ll never make. And they certainly aren’t paying attention to the referral reminder tucked at the bottom.

But you just might be the distraction they didn’t even know they were looking for…

People Crave Random Tidbits and a Little Fun Distraction

Everywhere you look—TV, radio, social media—the vibe is heavy. Fear, frustration, and outrage is being served up to people all the time.

Yet many people can’t seem to stop doomscrolling, despite the fact that they claim to hate it.

Why? Because life is stressful, the inbox is overwhelming, and somewhere in that endless feed, they’re hoping to stumble across a tiny escape—a distraction, a smile, or a fun little takeaway they can bring up with someone in real life.

As Content Marketing Institute points out, joy sells just as effectively, if not more so, than fear. People remember it, they share it, and they come back for more.

This isn’t to suggest that sending someone real estate news and market data is using fear based marketing. On the contrary, most agents probably see it (and frame it) in a positive light. But numbers and data, and the current market conditions aren’t always something that makes people happy. Depending on their situation, it can actually stress them out.

They’re already getting stressed out by the barrage of things they come across each day. So giving them a few seconds of amusement can make someone smile, remember your name, and maybe even forward it to a friend.

Your newsletter doesn’t need to teach them everything about real estate. It just needs to make their inbox a little less stressful, a little more enjoyable, and a little more memorable.

Make Them Ask You About the Market

Not giving them the market updates can also be strategic on your part…

When you hand over the numbers every week, readers can digest them and move on, without ever raising their hand or letting you know they might be thinking about buying or selling. You’re doing the work, but missing the opportunity to start a conversation.

They’re either self-interpreting the data, or may even use the knowledge you dropped on them when they chat with another agent about buying or selling a house without ever calling you.

Instead, think of your newsletter as a way to plant curiosity. Every week, somewhere in your newsletter, weave in a short, casual mention of the market. It could be as simple as:

This approach does two things at once. First, it makes your newsletter more enjoyable for everyone—not just the buyers and sellers actively in the market. Second, it turns market data into a conversation starter, rather than a snooze-fest. You’re letting your expertise shine without overwhelming anyone who isn’t ready to move.

Now your newsletter isn’t a one-way broadcast. It’s an invitation to respond, ask questions, and start a real conversation. You’re gently reinforcing that context matters more than raw numbers, and that your insights are only a reply away.

Market data is still important—your expertise is valuable, and people expect you to know the numbers. But the key is letting your readers choose when they want the details. By teasing the market and inviting engagement, you’re giving them a reason to reach out—and staying top of mind long before they’re ready to make a move.

Any Newsletter Is Better Than No Newsletter, But…

At the end of the day, sending something is better than sending nothing at all. Silence doesn’t keep you top of mind. Consistency does.

So if you’re sending one packed with market data and nobody’s complaining (and your open rate looks decent), you’re still ahead of the agents who don’t send anything at all.

But if you want to stack the odds in your favor, don’t just blend into the pile of “just another market update” emails. Stand out by making your newsletter fun, worth reading, and impossible to forget. Add a little humor, a little personality, and just enough curiosity about the market that readers know they can always hit reply if they want the details.

That’s how you shift from background noise to being the agent they think of first.

If you’re looking for inspiration (and maybe even a few things you can swipe each week), check out our weekly newsletter we send to real estate agents.

And if you want to make it ridiculously easy, we’re about to launch a done-for-you weekly newsletter you can send to your clients with just a few clicks — lighthearted, memorable, and branded as if you wrote it yourself. Fill out your info below and we’ll let you know when it’s ready!

The post Why Your Real Estate Newsletter Should Focus Less on “News” and Market Updates (And What to Send Instead) appeared first on Lighter Side of Real Estate.

The other day, I stumbled across a video being hyped as the sickest snowboard clip ever captured.

I have zero interest in snowboarding, but the headline promised something “jaw-dropping,” and my jaw was bored so I figured, why not?

The snowboarder did what I assume snowboarders would call “sick.” But for all I know it was the bunny-hop equivalent of pedaling a Huffy with training wheels off a curb.

What was undeniably impressive was the production.

It opened with an aerial shot of untouched snow on a desolate mountain. That alone took timing, planning, and the right gear. Then came the multiple camera angles — close-ups, wide shots, overhead drones. I couldn’t begin to guess how many cameras (or people) were involved in the filming.

Then, after all of that, someone took all that footage and spliced it all together with cinematic slow motion, sweeping pans, swelling music at all the right moments.

So yeah, that was pretty sick.

But as soon as it ended, I scrolled on.

I didn’t hit “like.” I didn’t follow the creator. I couldn’t tell you their name if you paid me. In fact, when I tried to find the video later, I couldn’t. There were dozens of nearly identical clips claiming to be “the most epic snowboarding moment ever.” Some were impressive, some amateurish, some boring.

However, they did all seem to have one thing in common…

Despite all of the time and effort they put into it, none of them had much in the way of likes, shares, or comments.

Which is something you might want to keep in mind if you’re thinking about putting any time, effort, or money into producing videos to market yourself as an agent.

There’s a Lot of Pressure to Do More Video

If you haven’t jumped into video yet, you’ve probably felt the pressure. Everywhere you look, someone is shouting that video is the future. Coaches, marketers, even fellow agents act like if you’re not cranking out reels, you’re practically invisible.

And maybe you’ve thought about it. But then the mental checklist starts running in your head.

You’ll need the gear…a ring light, a mic, maybe a backdrop so it doesn’t look like you’re filming in your laundry room.

You’ll need ideas for what to talk about: market updates, staging tips, neighborhood highlights.

Then there’s the actual recording. Retakes every time you trip on a word. Retakes when the dog barks. Retakes when a truck rumbles past your window.

And after all that, you still have editing. Captions. Music. Trying to figure out which trending audio might get you noticed before it stops trending.

By the time you’re done imagining it, what was supposed to be a “quick clip” has ballooned into hours you don’t really have.

So you put it off. Another week goes by. You scroll through your feed and see other agents dancing, lip-syncing, or talking into the camera like natural-born influencers. You wonder if you’re falling behind… but also, deep down, you wonder if any of this really works.

Because you know how you use social media. Most of the time, you’re swiping past videos without a second thought. Maybe you pause for something funny. Maybe you stick around if it’s exactly what you needed right then. But most of it gets forgotten before the next thumb flick.

All the time, money, and energy these videos would eat up… and for what? An audience that mostly scrolls on by.

But even if you can overlook the workload and potential waste of time it could become, the real question is whether or not it’s something you’re comfortable doing.

But Being on Camera Isn’t Right for Every Agent

For some agents, being on camera is second nature. They love it. They feed off the energy, crack jokes, improvise—maybe even star in what looks like something that could be nominated for Best Short Film at the Oscars just to rack up views. And that’s fine. If it works for them, more power to them.

But for many agents, that’s not the case. Being on camera doesn’t feel natural. Maybe it makes you anxious. Maybe you’ve tried it and ended up cringing at how stiff you looked. Or maybe just the thought of having to be on video to succeed as an agent makes you consider switching careers—lighthouse keeper, fire lookout, or anything else where you don’t have to be on display for thousands of online eyes.

That’s where the catch-22 kicks in. Don’t do video, and you worry you’ll be invisible. Do video, and you risk being remembered as the agent who looks like the awkward kid at a middle school dance—trying their best to bust out slick moves while everyone can tell they’d rather be pressed against the wall.

And sure, real estate isn’t exactly a business for the painfully shy. You’ve got to meet clients, sit across from sellers, negotiate face-to-face. But there’s a big difference between connecting with someone in person and trying to recreate that connection on camera. A one-on-one conversation at a kitchen table is miles away from reciting scripted lines into a ring light. And it’s a whole other universe from lip-syncing or staging elaborate routines for likes.

That’s why it can sting when you scroll through your feed and see other agents pulling it off effortlessly. They look polished. Confident. Entertaining. You can’t help but wonder if they’re landing business just because they’re better on camera—even if you know you’d be the stronger agent when it comes to actually helping clients buy or sell a house.

If you’ve felt that tension, you’re not alone. The good news is, constantly being on camera isn’t the only way to build trust or stay relevant. Plenty of people are tuning out the noise and looking for something different. Which means the very thing you see as a weakness could actually be your edge.

Fortunately, Your Followers Might Not Want More Videos

People certainly scroll a lot. But they’re searching for distraction more than anything else. Scrolling isn’t shopping. It’s procrastination with a soundtrack.

Just because people are swiping through content doesn’t mean your job is to be the most entertaining producer in the feed.

Even if you’re churning out videos nonstop, are people really going to pick their next agent based on who entertains them most—or based on who gives them the kind of substance they can actually use?

Churning out video after video, trying to go viral, polishing every frame to perfection—it might make you feel like you’re keeping up. But will it actually win you business? Are clients really going to hire the agent who posts the most videos or hits the slickest transitions? Or are they looking for someone who actually knows what they’re talking about, who can give them insight, guidance, and confidence when the time comes to buy or sell?

There’s growing evidence that people are starting to crave substance. They want content that makes them think, that gives them something to chew on—not just another flashy distraction. According to Marketing Tech, audiences are moving away from endless scrolling and choosing content that actually adds value. Quick hooks aren’t enough anymore. They want something they can trust, something meaningful they’ll remember when it matters most.

That’s where you have an edge. You don’t need to put on a show. You don’t need to chase trends or stage viral moments. You need to be present, offering insight, demonstrating your knowledge, and building trust over time. Your “less flashy” approach—the one that feels natural to you—might just be exactly what your future clients are looking for.

Here’s What You Can Do Instead of Videos

You don’t need to turn yourself into a full-time video producer to stay in front of people. Apparently, you might even be better off not adding to the constant noise that fills everyone’s feed.

That doesn’t mean you can disappear, though. Staying top of mind is still non-negotiable. Fortunately, social media has made that easier and more affordable than ever—you don’t need a Madison Avenue budget to get in front of people anymore. But the trick is to keep it simple, keep it consistent, and keep it human.

For your day-to-day posts, think light, unobtrusive touches.

Everywhere people turn (TV, social, radio), the vibe is heavy lately. Fear and frustration get airtime because, well, fear sells. But as this article from Content Marketing Institute points out, joy sells too. Positive, lighthearted marketing not only resonates—it sticks.

Real estate memes are a perfect way to stay in front of people. A quick laugh can make someone smile—and more importantly, make them remember you—without asking them to sit through a three-minute performance.

Take this one for example…

(You can literally take this example! Just click here to add your own branding for free.)

And you can use memes to mix in substance, too. Quick real estate tips people can actually use—a smart way to prep for a showing, a reminder about deadlines, a myth-busting fact about mortgages. These give people a sense of your expertise without overwhelming them. Like this one:

(Feel free to swipe this one as well!)

And then there’s the deeper dives. That’s where you can really stand out by providing the more in depth content people are looking for online now.

A great way to do this is to share some articles every week. We highlight a couple of articles you can share each week in our weekly newsletter. One is always a market news article, written in plain English so people can easily read and enjoy it, while learning something useful. And the other is typically a more fun list-type article that gives them a laugh along with some insights into buying or selling. So if you aren’t already receiving it, click here to subscribe to our weekly newsletter.

We also have a huge library of articles you can share for free on our site! Dig around and you’ll be able to find a lot of great content to share.)

These kinds of posts allow you to entertain, inform, and stay top-of-mind without a crazy amount of effort, and without making your followers wish there was a mute button for real estate agents.

Because let’s be honest: most of the people scrolling past your posts today aren’t moving anytime soon. They’re not waiting for you to publish a well-polished video or anything else for that matter. But they do need to see your name and face attached to some real estate content on a regular basis so that you’re the first agent they think of when it is time for them to buy or sell.

They may not read every word. But just seeing your name, your face, your insights—it plants a seed. And when their situation changes, you’ve already been showing up in their world in a way that feels useful, not exhausting.

That’s how you build trust and stay visible without burning yourself out chasing the whole you-have-to-be-on-video trend.

Forget the pressure to perform. Keep it simple. Keep it steady. Keep it worth their while.

The post You Don’t Need More Video Marketing to Succeed as an Agent (It Might Even Annoy Your Followers) appeared first on Lighter Side of Real Estate.

Ideally, every client you work with would write you a heartfelt, glowing review…without being asked. But, alas, most don’t.

It doesn’t mean they wouldn’t. But you’ve gotta ask…

And a lot of agents just aren’t great about asking for testimonials.

While it may seem like the simplest thing to do for the agents who amass a pile of rave reviews, there are a legit pile of reasons why many agents avoid it:

• You don’t want to come across as pushy or bothersome to clients.
• The idea of seeming self-promotional makes you a little queasy.
• Your clients are busy people — who has time to write a review anyway?
• You’re afraid of opening a can of worms. What if they leave a bad review? Or what if they just say no?
• And sometimes you just don’t know exactly how to ask or where to direct someone to leave a review.

For all these reasons (and more), it’s easy to let the topic slide.

But reviews and testimonials are more important than ever. They’ve always mattered, but in a world where people read in-depth reviews for something as trivial as a pack of underwear on Amazon, it’s no wonder buyers and sellers scrutinize agent reviews for one of the biggest decisions of their lives.

So of course it’d be nice if there was a way to avoid even having to ask people for a testimonial.

Something that takes the pressure off. Something that can churn out a handful of flattering reviews to post on your website, your marketing materials…or, yes, Zillow — the place where so many people size you up by the reviews you have (or don’t have).

Which is probably why some agents are taking advantage of a testimonial tech hack to rack up some reviews…

Zestimates Aren’t the Only Thing Misleading on Zillow…

A recent study from Originality.ai took a deep dive into Zillow agent reviews — and it turns out that Zestimates aren’t the only misleading computer-generated thing on their site.

Between 2019 and 2025, AI-generated agent reviews on Zillow have increased by a staggering 558%.

To put that in context: back in 2019, only 3.63% of Zillow agent reviews were AI-generated. By 2024, that number had jumped to 18.55%, and in 2025, it’s at 23.7%.

That’s nearly one in four reviews that could have been written by an algorithm — and while there are still plenty of human-written ones, the trend is clear…

AI is infiltrating Zillow reviews at a rapid pace, and it’s probably only going to increase, and it’s becoming increasingly difficult for users to tell a genuine review from one conjured by a chatbot.

And with every jaw-dropping picture or video people see online and determine to be yet another AI generated lie when they read the comments, people are becoming more suspicious of everything they see and read.

So perhaps it soon won’t matter how many reviews someone has…as much as how genuine those reviews are.

But Wait… Are Agents Really Behind These AI Reviews?

Before we start accusing every fourth real estate agent of secretly using AI to fluff up their online reputation — and maybe sending little robot thank-you notes to clients — let’s pump the brakes.

The study doesn’t explicitly say that these AI-generated reviews are being generated by the agents themselves.

And maybe it’s not even Zillow that deserves all the blame.

Perhaps it’s just clients who are taking the easy route.

Writing a thoughtful review takes some time, thought, and effort. Even if they loved working with you, it takes a few minutes out of their day to put together a thoughtful testimonial. And let’s be honest — sometimes people just don’t have the brainspace for that. Or the writing chops.

Think about all the websites and apps you use, proudly touting AI features to make life easier. Many platforms now make it just a few clicks to generate a review.

And even when they’re not integrated into the platform, clients may turn to their own AI tools to get the job done quickly. So it’s entirely possible that a review will test positive as being AI-generated, but it’s still coming from someone who genuinely worked with you — they’re just using the easiest method available.

So, while it’s easy to imagine that agents are gaming the system, in many cases it may just be humans being humans. They want to leave a review, they’re happy to do it, and they’re simply using the most convenient method at their disposal. No shady business, just the march of technology meeting everyday human behavior.

But despite the fact that so many people use AI to take care of tasks like these themselves, they may not connect the dots when they hear that more and more agent reviews are AI-generated. They may simply stop putting much weight on them at all.

And if people stop trusting reviews altogether, that’s bad news for everyone — except for the agents who take the time to get real, authentic testimonials. That’s where the opportunity lies.

Don’t Overcomplicate Asking for Testimonials

Has anyone told you that you should be doing more video in your marketing?

That’s rhetorical, of course you’ve heard that…

It seems like everyone is pushing video these days. The only thing people are pushing more is using AI to market yourself!

So naturally, video testimonials might seem like the next-level solution to combat the skepticism.

And yes, a genuine video testimonial can be amazing. Having a living, breathing client on video, raving about how amazing you are is absolute gold.

But it’s not a very practical solution for most agents:

• It’s a bigger ask for clients. If someone struggles to write a quick blurb, asking them to star in a one-person movie about you is… ambitious, to say the least. And if an agent is already struggling to ask someone to write a couple of sentences, good luck getting up the nerve to ask for this.
• Not everyone is comfortable on camera. Some people just don’t want their face on a home video, let alone floating around the internet — even if they loved working with you.
• It’s more work for you. Unless you’re lucky enough to get clients to record themselves and send it to you (good luck!), you’re suddenly juggling the role of camera operator, production assistant, and editor — all before you even think about uploading it online. And that’s on top of your already full plate of client work.
• They can also be faked. Without some elaborate “proof of life” — perhaps a newspaper with the exact date, five forms of ID, and maybe a notary standing by — it’s tough for viewers to trust that the person in the video really worked with you.

So while video testimonials sound shiny and impressive, they’re not a perfect or realistic option for every agent. Sometimes, aiming for the “next-level” can actually backfire if it becomes too complicated, too time-consuming, or too stressful for everyone involved.

But the good news is, you don’t have to go to either extreme. Asking for reviews doesn’t need to be difficult, or overly complicated.

Asking for a Testimonial Just Got Easier, Didn’t It?

No matter how reluctant you might have felt about asking for testimonials when you first started reading this, hopefully you’re beginning to realize it’s not such a big ask after all. In fact, it’s a necessary ask.

And now you now have the perfect excuse to talk to your clients about reviews!

Shoot them a text or give them a call and you can frame your request as:

“Hey, it just came out in a study that nearly 25% of the real estate agent reviews on Zillow are AI-generated? Crazy, right? I want to make sure mine all come across as real and personal — would you be willing to write one?”

And if you’d prefer not to ask people directly, just use that as a blurb for a social media post, and use this meme we whipped up below…

Click here to share this meme with your own branding for free!

The beauty of this approach is that it’s low-pressure for everyone involved. It gives clients a clear reason to chime in now, it plants the seed for specific and memorable details, and it helps you stand out in a sea of cookie-cutter AI fluff.

Best of all, it’s a way to collect authentic, off-the-cuff reviews without awkward phone calls, endless follow-ups, or elaborate video productions. Just a quick prompt, a relatable meme, and a moment of your client’s time — that’s all it takes to start building a bank of genuine testimonials people will actually believe.

At the end of the day, genuine reviews aren’t about flashy videos or complicated campaigns — they’re about real people sharing real experiences. By giving your clients a simple, easy way to leave a review, you not only build trust with future buyers and sellers, but you also show that you value authenticity over hype.

So don’t overthink it. A friendly nudge, a quick meme, and a little context can go a long way. Start small, keep it simple, and watch your collection of meaningful, believable testimonials grow — the kind that actually make people take notice. In a world full of AI-generated fluff, being real is your ultimate advantage.

The post Almost 25% of Agent Testimonials Found to Be Written by AI (Here’s How to Use That to Your Advantage) appeared first on Lighter Side of Real Estate.

Depending on who you ask, content marketing is either the oldest trick in the book… or the next big thing. It’s been called everything from a foundational strategy to a revolutionary trend — and that duality says a lot about how misunderstood (and underutilized) it still is in the real estate space.

To be fair, there’s some truth to both perspectives.

On one hand, the idea of using valuable, relevant information to educate and earn trust has been around forever. Cavemen may not have had a blog or social media accounts, but they definitely shared stories around the fire and jotted them down for posterity on the walls of caves.

On the other hand, the rise of the internet, search engines, social platforms, and now AI has turned content marketing into a seemingly cutting-edge discipline, full of tools, tactics, and tech talk. (Spoiler alert: the “cutting-edge” version is often just a noisier, shallower version of what already worked.)

We’ll come back to the AI angle in a bit, because it absolutely plays a role in how agents are misusing content. But for now, the most important point is this:

The problem is, even the agents who firmly believe in content marketing — the ones who post consistently, invest time (or money) in good writing, and put effort into their branding — are often using it in a way that’s way too one-dimensional.

They think of content as a line:

Write something ➜ Publish it ➜ Hope people see it ➜ Hope people react to it ➜ File it away

And that’s where so much potential is lost.

Because content isn’t just a post or a newsletter or a one-time campaign. It’s not meant to sit in some digital drawer, gathering virtual dust the second it’s been used once.

When you shift your mindset from “create and forget” to “curate and reuse,” everything changes. The real power of content marketing comes when you start treating it like a library — a dynamic, ever-growing resource you can pull from at the right time, for the right person, in the right context.

When you do that, your old content becomes new again — not to you, but to them. And that’s what matters.

Why So Many Agents Struggle to Create Content in the First Place

No matter how much agents know they should be doing content marketing — or any marketing, really — most just don’t.…

It’s not because they don’t want to. It’s because they’re busy. Showing homes. Writing offers. Putting out fires. It’s hard enough to keep up with real clients in real time, let alone create content that talks to future clients. Not to mention on a tight budget.

So when agents do try to focus on content, they often do it in short bursts — spending an hour on a social post here, a newsletter there, maybe a quick video if they’re feeling ambitious. But then life gets in the way. Deals heat up, or fizzle out. Family stuff comes up. And the content gets put on the backburner until the next slow week (if that ever arrives).

Even the ones who do make time tend to focus on things like overly polished videos, or trend-chasing posts that sound like everyone else. And that’s not entirely their fault either. It’s what the industry pushes.

But that’s exactly where the opportunity is.

If you’re one of the rare agents who’s willing to step back and systematically write and reuse the same smart things you already talk about with clients in conversation — over and over again, with polish and purpose — you’re miles ahead of the game.

And the best part? It doesn’t have to be complicated.

New Tools, Same Problem: Why AI Still Can’t Fix Your Real Estate Content Strategy

There’s no denying that AI is a useful tool people are embracing. It’s showing up in inboxes, blog posts, captions, and just about every listing description that sounds like it was written by a moderately helpful alien.

Agents everywhere are turning to it as a shortcut. A magic wand. A way to crank out content without having to really think about it. Type a prompt, hit submit, and boom — you’ve got a post. Or a blog. Or ten weeks of email copy. No brainstorming, no rewriting, no worrying if it sounds like you. Just…done.

And sure, some agents are going all in on that strategy. Just like others did years ago with keyword-stuffed SEO content. You remember those:

“Buying a home in Tampa? When buying a home in Tampa, it’s important to consider the Tampa home buying process. Tampa buyers buying homes in Tampa need to know the Tampa market.”
(Helpful, right?)

What you end up with is content that technically exists, but doesn’t connect. It’s not written with real people in mind. It doesn’t reflect your voice, your experience, or the actual questions your clients are asking you day after day.

It’s written to accomplish a task and satisfy an agent enough to feel like they can check it off their to-do list.

AI might sound intuitive and customized, but without your direction, it rarely delivers anything meaningful. It can’t anticipate a client’s concerns in the moment. It can’t read the room, pivot, or emphasize what matters most. And it definitely can’t make someone laugh, which is the secret weapon in content marketing.

So yes, AI can be a tool. But it’s merely the latest tool…it’s still up to you to make it truly useful.

And that’s where the shiny object tends to lose its luster. Most agents think AI is not just going to crank out an incredible copy for them, they also think it’ll intuitively know everything it should write about!

Or… Let a Search Tool Do the Heavy Lifting

Yes, it takes time to build your own library from scratch—but it’s absolutely worth it.

Still, if you’d rather skip the “blank page” part and start with a deep well of ready-made content (all designed to sound like you wrote them), our Inner Circle membership might be exactly what you need if you don’t have the time, patience or writing chops to build a content library from scratch.

You’ll have access to thousands of ready-to-use pieces—memes, articles, email templates, and over 20 different how-to guides you can brand as your own with the click of a button.

Instead of spending your time writing content every day or week, spend just a few minutes using our search tool to find the perfect piece to send to a client or prospect—something that speaks directly to what they’re going through… or what they didn’t even realize they needed to know!

The post Most Real Estate Agents Use Content Marketing Backwards. Here’s How You Can Flip the Script appeared first on Lighter Side of Real Estate.

Have you heard how amazing AI is, and how you should be using it to improve your real estate business in every way?!

That’s rhetorical, obviously. Of course you have.

The only way you haven’t heard that it’s the best thing since the fax machine is if you’re still using a fax machine…and handing out business cards with your 1986 headshot on them.

It’s everywhere. Post after post. Email after email. Article after article, all proclaiming AI is going to make your life as an agent easier, more productive, and incredibly efficient.

Honestly? It’s enticing. It’s promising. At the very least, it fills you with a healthy dose of FOMO. So there’s a good chance you’re either dabbling with it—or diving in headfirst, trying to prompt your way forward through these uncertain times of your real estate career.

Whether it’s for productivity hacks, automations, business planning, lead-gen ideas, or writing listing descriptions, emails, or social posts, AI is a handy tool. In fact, it’s probably a necessary one to get familiar with and start using.

But if there’s one thing you probably shouldn’t hold your breath waiting for AI to do for you, it’s coming up with genuine humor in the things it writes for you.

AI Could Never Come Up With This Joke…

Again, AI is impressive. It can solve complex equations in seconds, spit out code, and carry on conversations that feel eerily human. You’ve probably had at least one moment where you thought, Dang… this thing kind of gets me.

But if you were to go on a first date with it, don’t expect it to be funny or witty—unless you’re into corny dad jokes. As Mustafa Yücel points out in his essay, “Why AI Isn’t Funny (And Probably Never Will Be),” humor is something that just doesn’t compute for AI. Not convincingly. Not authentically. Not intentionally, at least—not without a human stepping in and massaging it until it’s actually worth a chuckle.

Because humor isn’t just clever phrasing or a well-timed punchline. It’s not a checklist of words or sentence structures. It’s rooted in shared experiences, cultural context, emotional nuance, and—let’s be honest—a little absurdity and vulnerability. It’s about why something is funny, not just what the funny thing is.

For example: we asked ChatGPT to “create a funny meme as a metaphor for a homeowner that tells the struggle of selling their home on their own without an agent.”

Not only does it not make any sense, the funniest thing about it is how badly it missed!

Now here’s one we came up with:

Remove our logo and share this meme with your branding

AI couldn’t come up with this on its own. It’s too granular, too human, too nuanced. It can’t truly relate to what it feels like to navigate the home selling process.

AI can simulate emotion, but it doesn’t feel anything. It just mixes and matches based on key words in a prompt.

It doesn’t know what it’s like to nervously fumble through a listing appointment, spill coffee on the kitchen table, and somehow still walk away with the deal because the seller said, “I can tell my dog liked you, and he doesn’t like anyone!” It might be able to describe the dog-humping moment given some guidance, but it misses the unspoken reality where you quietly decided, “This is fine. I need this listing.”

As Yücel points out, it doesn’t understand what makes something truly funny because it hasn’t lived through the chaos, the awkwardness, the fragile little moments that make people laugh. It can mimic the shape of a joke—but not its soul.

Which brings us to a bigger question:

Is humor the secret to helping agents stand out from their competition moving forward?

Humor Isn’t “Just for Clowns” Anymore

For a long time, humor in marketing was considered a no-go. As the old-school ad expert Claude Hopkins once said, “People do not buy from clowns.” And for decades, that sentiment stuck—especially in “serious” industries like real estate.

But times have changed. In fact, as Psychology Today put it in an article titled “Humor in Marketing: The Riches Are in the Glitches”, we’ve entered an era where humor isn’t just accepted—it’s expected.

Because humor, it turns out, is a universal language. It makes people feel safe. It creates connection. It disarms the inner skeptic. And most importantly? It makes you relatable.

Humor invites people in without making them feel sold to. It fosters trust in a way that polished scripts and perfect listing photos can’t always do. It says, Hey, I’m human. I get it. And I’m someone you might actually enjoy working with.

Of course, that doesn’t mean you need to start wearing wigs or lip-syncing your way through TikTok. Some agents absolutely thrive doing that kind of content—and if that’s your jam, go for it. But for many others, the idea of filming themselves doing something wacky (or anything at all, really) is a hard pass.

And that’s the beauty of humor: it’s not about going full clown mode. It’s about finding the tone and approach that fits you. A well-placed joke in an email. A wry observation in your newsletter. A quick story you post on social media that captures the awkward, funny, deeply human side of this industry we’re all navigating.

91% of Consumers Want Humor

At the start of this piece, we talked about how everywhere you turn, someone’s telling agents to use AI.

And hey, they’re not wrong.

But when it comes to being funny? Not happening. But you may not know that with all the hype in media lately. Which is why this meme sums it up perfectly:

Remove our logo and share this meme with your branding

Interestingly, AI is creating an opportunity for agents who don’t use AI for building rapport with their sphere…

There’s a huge gap between what consumers want from marketing and what they’re actually getting. According to an Oracle study cited by Marketing Dive, 91% of people say they prefer brands to be funny—but only 20% say the brands they interact with are.

With more and more agents using AI to create their marketing and content, and possibly even interact directly with their prospects, using humor is going to be even more of an advantage.

Humor (used well) makes people feel less stressed. Especially now—when people are constantly doomscrolling and are bombarded with divisiveness, unwanted ads, and algorithm-churned sameness—lightness, humanity, and levity are what cut through the noise.

And that’s your edge.

While other agents turn to bots and templated content to do the talking for them, you can be the one who makes people smile. Who sounds like someone they’d want to talk to. Who gives their audience (and their future clients) a needed reprieve from generic real estate noise.

You don’t have to be over the top. You don’t have to be outrageous. You just need a dash of smart, well-timed, thoughtful humor.

And if crafting that kind of content isn’t second nature to you… that’s where Lighter Side can help.

We’ve been doing this since 2013, starting with making memes that gave agents a much-needed break from the daily grind. Now, our Inner Circle members use everything from clever articles and social posts, to light-hearted emails and conversational eBooks—all created with just the right tone and touch of humor—to stay top of mind, attract more clients, and build stronger connections.

If you want to sound human in a world that’s starting to sound more and more like a chatbot…

If you want to educate, entertain, and market yourself in a way people actually enjoy…

If you want to stand out from a sea of sameness… Join our Inner Circle!

Oh… last thing. This article was 100% written by a human (zero AI). As it should be.

The post Why AI Can’t Be Funny—and Why That’s Great News for (Some) Real Estate Agents appeared first on Lighter Side of Real Estate.

Of course, everyone wants their listing to shine online. A little tidying, a flattering angle, some smart lighting—it’s all fair game. But sometimes, listing photos cross over from “enhanced” to “embellished.” Between overly ambitious edits and a few creative liberties, the final result might look more like a fiction than a faithful representation of reality.

So before you break out the virtual magic wand, here are seven listing photo tactics that might seem like a good idea—but could backfire spectacularly when the buyer shows up and wonders if they’re even in the right house:

1) Was It a Wide-Angle Lens… or a Lied-Angle One?

There are some tell-tale signs when a wide-angle lens is used, like wider the normal appliances in the kitchen, but not every buyer will pick up on it in the listing photos. Unfortunately, they’re only going to feel lied to when they get into your kitchen and it looks more like a kitchenette than a chef’s dream.

2) Over-Brightening Isn’t Such a Bright Idea…

You definitely don’t want dark photos, so opening the blinds, turning on some lights, and using the flash on the camera aren’t bad ideas. But using the brightening feature in editing to the point where it feels like there may have been a nuclear blast right in your backyard just as the photo was taken isn’t advisable.

For one, it can be pretty obvious and turn people off just from the photos alone, but even if they don’t notice you dialed up the brightness, it’s going to make your house seem less cheerful in person.

3) They’ll See Your True Colors Shining Through (Eventually)

Paint almost never looks exactly the way it looked in samples once it’s on the walls. And it can also look a little different in pictures than it does in person. But when you play around with the contrast and color saturation in your photos, it can completely throw off a buyer when they step into your home.

While buyers are always advised that they can easily change the paint color if they don’t love it, it’s still something plenty of buyers use as an excuse to nix a home from their short list.

4) Virtual Furniture, Real Disappointment

Virtual staging can help buyers imagine the potential, but when there’s no “before” photo representing the current reality to compare, it’s probably going to backfire. Suddenly that cool updated room is just an outdated, empty den with a ratty recliner, wood paneling, and popcorn ceilings.

Make sure buyers see both the potential, and what they’re walking into, before they actually walk into it.

5) Would You Please Just Cut the Crop

There’s nothing wrong with wanting to show the “good side” of the room. But when every photo conveniently cuts off right before the avocado-green stove or that mysterious ceiling stain, buyers aren’t fooled. Cropping out the ugly doesn’t make it disappear. It just makes them wonder what else you’re hiding.

6) Is This the Twilight Zone?

Those romantic, moody dusk photos with perfectly lit windows and glowing porches are gorgeous! (Not to mention the fake fire burning in the fireplace…)

But those shots are rarely natural, and probably not something that can even be recreated in nature. It would take the absolute perfect night, weather conditions, and timing to possibly catch a glimpse even similar to those shots. If a buyer swings by at sunset, the odds are your house is going to look kind of sad in comparison.

7) Scenic…ish

That lush park or glittering lake sure looks close in the listing. But show up in person and it turns out to be a 15-minute drive, two left turns, and a hike past a dumpster. Just because something is nearby doesn’t make the amenity part of the property.

If you’re including a shot that makes it seem like the house has a waterview or some other cool scenery or attraction, the buyer better not need to stand on the roof with a pair of binoculars to catch a glimpse of it.

The post 7 Real Estate Photo Tricks That Aren’t Fooling Anyone appeared first on Lighter Side of Real Estate.

Most real estate agents were shocked enough when they heard that The National Association of Realtors and two brokerage firms were liable for $1.8 billion in damages, for allegedly conspiring to keep commissions artificially high. But when subsequent lawsuits started rolling in naming individual brokers, it got a lot more concerning.

It had agents asking themselves (and each other) a lot of questions, such as:

• How did NAR lose that argument, considering all the disclosures people have to sign, the listing contracts they willingly agree to, and the fact they can sell their own house and don’t have to hire an agent at all?
• How is it OK for the lawyers representing sellers to take a huge cut of the money, likely leaving the actual sellers with dimes on the dollar… yet the industry is accused of charging high commissions?
• And, most importantly, do I need to worry about getting sued personally by sellers I helped?

1 Out of Every 4 Agents Gets Sued in Their Career

While you have every right to be concerned, keep in mind that this isn’t the first, last, or by any means only time agents have gotten sued. In fact, according to this article, 25% of agents get sued in their career for a lot of other reasons, such as:

• Not disclosing a material fact.
• Failing to recommend getting appropriate inspections.
• Failing to identify potential issues that should have been obvious to an agent.
• Not properly reviewing or advising a client about the terms of a contract.
• Making exaggerated claims about the features of a property.
• Not putting enough emphasis on a disclosure, or not explaining it thoroughly enough.
• Not living up to promises they made to a client.
• Issues over missed contractual timeframes and deadlines.
• Working with clients in an area they are unfamiliar with, or not qualified to handle.

But that’s not really news to most agents, so much as it’s a reminder that it can happen. The fact that an agent can get sued is something they drive home in licensing school. But as you spend some time in the field with clients, it kind of fades into the background for the most part. At least until something like these lawsuits hit the news, you make a mistake, or simply have a client that’s difficult to deal with. Then the fear creeps back in.

7 Tips Lawyers Give to Prevent Getting Sued

The bottom line is you need to take some precautions to protect yourself and try to avoid lawsuits as much as possible. For instance, here are 7 tips the lawyers at Provident Law specifically recommend to help real prevent estate agents from getting sued, and protect themselves if they do:

1. Incorporate. Setting your business up as an LLC or corporation won’t stop you from getting sued, but it’ll at least protect your personal assets if you do.
2. Make sure you (and your clients!) disclose everything. Failing to disclose something topped the list above, and it’s also what these lawyers claim is the cause for most litigation. So make sure every appropriate disclosure form is filled out thoroughly and accurately, and that each party acknowledges that they have received and reviewed it.
3. Don’t represent both parties in a transaction. While dual agency is certainly legal in many areas if both parties understand what they’re getting into and consent, it’s still risky. While clients may say they understand what they’re agreeing to, and even sign something saying so, conflicts of interest can easily arise, and have you facing a lawsuit.
4. Don’t ignore complaints. Getting hit with a lawsuit usually doesn’t come out of the blue. If someone brings up an issue, concern, or complaint, listen carefully and make sure they know you are listening and will do what you can to rectify the problem immediately.
5. Make sure you document everything. If it’s not in writing, it’s pretty difficult to prove something. So make sure to memorialize anything you speak about with a prospect or client in writing, and then keep all of your emails, notes, and text messages for years to come.
6. Stick to giving advice you’re qualified to give. Don’t give legal or financial advice; leave that to lawyers and accountants. And while you may go to hundreds of home inspections, unless you’re a licensed inspector, don’t give advice on what is wrong or not wrong with a house.
7. Get insurance coverage. In the least, make sure you have errors and omissions (E&O) insurance, but also check with your insurance agent or company for other recommended insurance coverage you can purchase in case you are sued.

All solid advice you’ve probably heard before…

…But How About Adding This to the List?

It’s almost impossible to dictate exactly how a relationship with a prospect will unfold from day one all the way through closing day. Even the most methodical, process-oriented agent has to roll with the flow when it comes to the path a buyer or seller takes with them.

But there’s always a beginning — a first point of contact, or meeting. Nobody can turn into a client or follow any route to the closing table without at least meeting you for the first time in some way, shape, or form.

More often than not, you’re not going to seal the deal with a prospect on that first contact. Unless it’s a rare client who’s in an absolute rush — and/or you’re a harcore closer — you’re unlikely to get a potential buyer to sign an exclusive agency agreement, or a seller to sign a listing agreement the first time you communicate.

Because each journey is different, it’s easy for an agent to forget, or simply not have the opportunity to discuss, things that a client should know about the process of buying or selling a house. Things that could help avoid misunderstandings, or outright mistakes that lead to a lawsuit in the future.

Which is why you might want to consider creating buyer and seller guides that you can give prospects as early on in the process as possible. That way you can make sure everything you want a client to know about the process is in writing, and in their hands, so you don’t have to worry about some aspect or nuance falling through the cracks.

Here are a few tips for creating your own guides:

1. Plan on having at least two of them; one for sellers, and one for buyers.
2. Jot down everything you can think of that you want every buyer or seller to know about the process. Don’t just stop at the basics, dig deep and get into how they might think and feel during the process as well! Get into things that you know buyers and sellers struggle with, or question, even if they don’t say it out loud sometimes. Answer things they’ll never even think to ask.
3. Put the ideas and topics in some logical order and create a table of contents.
4. Write as concisely as possible about each topic, but write as much as you need to make sure you are clear and they’ll truly understand what you need them to know. People don’t want or need a long-winded book. They’ll be more likely to read it if you keep it short and to the point.
5. To encourage them to read it, make sure your writing is conversation, and perhaps even fun to read. Of course you need to keep it professional and authoritative, but that doesn’t mean you can’t sprinkle in some personality!
6. Format them so you can send them digitally as a PDF, and also as printed booklets.
7. Give or send every buyer or seller prospect a copy of your guide as early on in your relationship as possible, ideally the first time you speak.
8. Have them acknowledge receipt so you have some proof that you gave one to them. That way you can at least show that you try to make sure all of your clients know what to expect throughout the process, and have done your best to fully inform every person you work with.
9. While you can’t make them read your guide, you can certainly encourage them to by creating a series of follow-up emails to send them after you’ve given them a guide, with each email touching on a particular topic in the book. Not only will this encourage them to read what you sent, but it also creates an opportunity for back and forth conversation about the topics.

Even if they don’t read it, at least you can show that you give each client something that explains the process, and shows that you care about them being fully informed.

But, if done well, you’ll be amazed at how many clients actually refer back to things you cover in your guide during the time they work with you! They may even forward it, or lend their copy to someone they know who is thinking of buying or selling.

Once you have a universal guide for sellers, and one for buyers, you may even want to drill down into some niche types of guides, such as ones for:

• First-time buyers
• Buyers who are looking for new construction homes
• Sellers who are downsizing
• Buyers who are relocating from out of area
• Sellers who are relocating out of area
• People who are selling their home after having their listing expire with another agent
• Sellers who are going through a divorce
• Beginner investors looking to buy their first investment property

Don’t be overwhelmed by all of the potential options, though! Just having a solid buyer and seller guide to give out is better than most agents have.

But if you like the idea of having all of those at your disposal, and would like to skip past all of the work it’d take to create them, you should check out our Inner Circle membership.

As a member you’ll have access to not only an amazing seller guide and buyer guide, but all 20 of our Branded Booklets, including all of the ones listed above, and each one has a series of pre-written follow-up emails for you to send after giving one to a prospect.

All of those guides can be ready for you to offer buyers within a few minutes, by just entering your own contact information and branding so it looks like you actually wrote them. You can also edit every one of them to your liking, but they’re written in a fun, interesting, conversational tone that your prospects will enjoy reading, so the chances are you won’t even want to.

In addition to the Branded Booklet guides, you’ll also have access to tons of other marketing content you can add your own branding to, like:

• Our signature Lighter Side memes, and exclusive ones only available to our members
• Witty postcards
• Over 1,500 articles you can use to entertain or build credibility and authority, with new ones published each week
• Hundreds of other email and letter templates
• Access to our members-only Facebook group where some of the nicest, coolest agents in the business share marketing tips, including how they have used the Branded Booklets themselves

All of that content can be used for you to educate and entertain clients from before they’re even an official client, and to constantly stay in touch and top-of-mind years after their closing.

Obviously, if you do something absolutely wrong that hurts a client financially or otherwise, a lawsuit is always a possibility. But using helpful guides and a robust content marketing campaign can help to create a more educated client, and a more trusting relationship between you, which will hopefully help you avoid lawsuits by creating a better, deeper, more communicative relationship with your clients.

The post Creating Your Own How-to Guides Might Just Help You Avoid Lawsuits as a Real Estate Agent appeared first on Lighter Side of Real Estate.

Being a buyers’ agent is a total crap shoot, yet the vast majority of agents find themselves constantly rolling the dice, hoping to get paid.

Right now you’re probably thinking this is going to be a bash piece trying to tell you it’s stupid to work with buyers, and how you should concentrate on finding listings instead. But it’s quite the opposite actually. This is an article hoping you will continue to work with buyers as we move into the possibly erupting, evolving future of buyer agency… and get paid handsomely to do it!

The reason so many people in the industry preach working with sellers is because you can work with a lot more of them at a time, they typically take less actual work and time, and you have much higher odds that your time and effort will end up in a closing.

On the other hand, you can only work with so many buyers at a time, they take tons of time and effort, and there’s usually no guarantee that you’ll get paid, or how much you’ll even make if you do.

And now, due to recent lawsuits, how you get paid as a buyers’ agent might be changing entirely! If it wasn’t easy being a buyers’ agent before, it’s starting to sound like it’s going to get even more difficult in the near future…

…or is it possibly the best thing that could’ve happened for you as a buyers’ agent?!

It’s Business as Usual for Most Agents

When the news about the verdict in the first commission lawsuit hit, it seemed like every agent was talking about it, and were concerned about how it would impact the future of buyers’ agents. It raised a lot of questions, such as:

• Will the industry be forced to change how they get paid for working with buyers, or will the industry change on its own?
• Will buyers just start going straight to listing agents if they have to pay their own buyer’s agent?
• Will commission amounts be lower if buyers have to pay agents directly?
• Will agents just be required to give more detailed explanations to sellers about how and why they should offer buyer commissions, and things will proceed as they have been but with more disclosures to sign?
• Given the choice, will some sellers offer commission to buyers’ agents, while others will not?

The problem is, there aren’t any answers to those questions yet, and probably won’t be for years to come, because the verdict will be appealed, and nobody knows how it’ll ultimately play out. In many ways, there’s nothing buyers’ agents really can do to change how they do business right now. Nor do they have to.

Which is probably why the concern and chatter amongst agents seems to be dying down, even as more and more copycat lawsuits are being filed across the US. It seems that, at least for now, any threat to the existence of buyers’ agents or how they get paid, is far enough away for agents to put it in the back of their mind and go about business as usual.

Buyers Might Not Realize How Crucial Agents Are

No matter how (or if) things change in terms of how buyers’ agents are compensated, there’s no arguing that they’re crucial, and should stand the test of time and any changes that occur.

Some people minimize their role to glorified door openers, and merely a means to get into the houses a buyer self-selects by doing their own property search online. But, as agents know, they provide many more services that often go underappreciated, such as:

• Upfront education and consultations to help prepare them for the process of buying a house.
• Making sure clients don’t overlook a house they may like, even if they are able to search property listings on their own.
• Showing them as many properties as they need to see, in order for them to make the best decision.
• Helping them hone in on their best options, and make the best decision by getting to know them and giving them insight and guidance based upon their experience working with other buyers.
• Acting as an objective third party in what can be an emotional and personal process.
• Analyzing the market and data to help them determine how much to offer for a property.
• Crafting and writing their offers.
• Reviewing documents and disclosures, and any relevant due diligence the buyer would likely never know to do on their own.
• Using their experience and negotiating skills to get them the best deal possible on the house they decide to buy.
• Coordinating with many other related professionals involved with the transaction, and making sure everyone is getting their job done in a timely and accurate manner.
• Helping them figure out what to ask for, and what not to ask for, based upon the home inspection report, and then negotiating to get as many things repaired, replaced, or credited as possible.
• Keeping the deal together when someone or something threatens to kill it.
• Making sure their clients are prepared to close on time, and if there are issues, helping to resolve them in a timely manner.
• Being a resource for their client even beyond the closing, and are living in their new home.

That’s a fairly exhaustive list, but any agent reading this could probably add several other things to it and it wouldn’t be an exaggeration. So it’s not that buyers’ agents don’t serve a purpose or deserve to get paid, but it might be something buyers need to be educated about and understand more thoroughly — especially if they’re potentially going to be asked to pay their agent more directly for their services in the future.

This Is an Opportunity for Some Buyers Agents

Before the 1980’s, the role of buyers’ agents wasn’t quite so dedicated or defined as it is today. While many buyers thought their buyers’ agent was representing their interests, oftentimes they were actually looking out for the best interests of the seller, even if they weren’t the listing agent. Fortunately, the role of buyers’ agent changed and evolved, and by the 1990’s buyers could rest assured that they had someone looking out for their interests if they chose to work with a buyers’ agent.

That doesn’t sound like too long ago when you think about how crazy it is that they didn’t have that kind of protection until then, but it’s still a few decades, and today’s buyers may not even know or appreciate how different things were back then. In other words, they might take buyers’ agents for granted, particularly if they’re choosing between paying for the services of one or not.

Heck, even the ones who have a full understanding and appreciation of what a buyers’ agent brings to the table may question whether it makes sense (or if they can even afford to) hire their own agent, if things drastically change in terms of how their agent gets paid.

If the way commissions are paid to buyers’ agents changes, and buyers are more focused on how you get paid, and that they may be responsible for you getting paid, here are a few things they might decide to do instead:

• Just go directly to the listing agent and forgo having their own independent representation.
• Attempt to negotiate ridiculously low commission rates with their agent.
• Choose to work with the buyers’ agent that agrees to charge them the lowest commission, as opposed to the agent who will do the best job.
• Have unrealistic expectations of their buyers’ agent because they want to feel they’re getting what they paid for.

But it might not come to that…

Perhaps nothing will change, or the changes won’t be that drastic. And if they do, it’s still some time before it happens, so why worry about it, right?

Well, that’s one way to approach it. And probably the approach most agents will take.

But that’s where the opportunity lies for some buyers’ agents…

The trick is to take the time you have now and not squander it waiting for things to unfold. Build your value with past clients, current clients, and prospects now, so that they not only insist upon hiring you for your services (and pay you for it), but also become advocates for you, and refer other clients to you as well.

The best way to do that is by educating buyers, and establishing the value you bring to the table. Make them appreciate what a buyers’ agent can do for them, and want you to be involved with their home buying process! Doing so will help you justify why you get paid, and how much you get paid, whether the way you get paid changes drastically or not!

And a great way to do that is by creating truly informative buyer guides that buyers will actually read, and even pass along to a friend or family member who’s thinking about buying a house.

Have a Library of Hyper-Specific How-to Guides to Offer Buyers

The problem with most buyer guides agents use is that they’re often surface level, and pretty boring and dry. They’re also often a one-size-fits-all guide for buyers in general, but not specific to the type of buyer they are.

While a general buyers’ guide is great, you also want to drill down to specific types of buyers in order to appeal to more people. The more something speaks to a specific situation someone is in, the more likely they are to want the information.

For example, here are some ideas for a library of guides you might want to create and have to offer different types of buyers:

• A broad buyers’ guide that applies to any buyer. But instead of making it boring and filled with general information, dive deep into things most agents would never think to share with them.
• One for people considering buying a FSBO. This might sound like a silly thing to help a buyer do, but the reality is that type of buyer will likely end up buying a house on the open market anyway, and even if they do, if you write the booklet well, they’ll realize they could certainly use your help even if they do buy a FSBO!
• An objective guide that helps them figure out if renting makes more sense than owning. Give them solid thoughts that help them make up their own mind about what makes sense for their life and personal circumstances. This is a great way to help renters get into the right mindset, and nurture them into home buyers, without them feeling like you’re trying to convince them to buy a house.
• A guide about the importance of hiring an agent when buying new construction. Many buyers think they have to work with the builder or their rep directly, and others just think it’ll get them a better deal. Use this guide to show them why having their own agent is important, and make sure they know to have you with them the first time they even visit a model home.
• One for relocation buyers. If buying a home locally is complex and stressful, think about how thankful someone considering making a move across the country would be for the help in understanding the process, which is much more involved and difficult. Help them weigh the pros and cons of a potential relo package offered by their employer, and that they have the right to choose their own agent.
• A guide for first-time investors. Investors have to start somewhere, and if you help them when they’re just getting started, you could have a client who buys multiple properties per year as they grow their portfolio of properties.
• One about the potential mistakes buyers make by going to open houses. It’s easy to lose a sale because a buyer doesn’t know better and just makes an offer through the listing agent, or whatever agent happened to be sitting at an open house. Give them information that’ll make them want to avoid going to open houses, or at least have you by their side when they do go.

Just looking at that list as an agent makes you realize how much depth of knowledge a buyers’ agent has to offer! Imagine how it’ll impact buyers.

It’ll certainly take some time to create all of those different types of guides, so pick one of the niches you’d prefer to work with, or that has the most potential in your area, and start with that one! Then add another. Over time you’ll have a library of guides to offer that will attract many types of buyers, and help to mold them into ideal clients who appreciate your expertise, want your assistance, and will be willing to pay you for it even if they have to pay you directly, while other buyers’ agents just hope the potential changes won’t affect them.

If you need some tips on how to create your own how-to guide, this Hubspot article is a pretty good soup-to-nuts explanation.

But if you’d rather just skip to dessert, we can save you a ton of time and effort for less than it’d cost you to buy enough coffee to fuel your writing campaign. Check out our Inner Circle membership, where we have 20 Branded Booklet how-to guides already written for you, including a version of every single one of those guides suggested above!

You can literally have all of these guides ready to offer buyers within a few minutes, by just entering your own personal information and branding so it looks like you actually wrote them. Or you can also edit every one of them to your liking, but they’re written in a fun, interesting, conversational tone that buyers will enjoy reading, so the chances are you won’t even want to.

The membership will also give you access to tons of other marketing content you can add your own branding to, like:

• Our signature Lighter Side memes, and exclusive ones only available to our members
• Witty postcards
• Over 1,500 articles you can use to entertain or build credibility and authority, with new ones published each week
• Hundreds of email and letter templates
• Access to our members-only Facebook group where some of the nicest, coolest agents in the business share marketing tips, including how they have used the Branded Booklets themselves

No matter which way you choose to go, just make sure you get started soon. Don’t waste the time you have between now and whenever the dust settles from the commission lawsuits. Take control of how buyers perceive you, and value your expertise and service. Do that and it won’t matter if things change drastically or not!

The post How to Get Buyers Who Want to Work with You (and Pay You!) Even If the Way Buyers’ Agents Get Paid Changes appeared first on Lighter Side of Real Estate.