You Don’t Need More Video Marketing to Succeed as an Agent (It Might Even Annoy Your Followers)

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.