Trending: Ditch Calls, Follow Fair Housing, Explore LinkedIn Video

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Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

Social media isn’t only about what’s happening online; it’s often about what people say about what’s happening offline — while they are online.

There’s been a lot of news, especially the federal government kind, so it’s no surprise those topics have been the most talked about on social media recently. It can feel difficult for a professional to wade into trending topics when the topics are so sensitive to many, like tariffs and DEI.

Yet, touching on topics that are clearly very important to your audience not only makes you and your brand relevant but also shows you care about what’s going on in their lives. No matter who you are or what’s going on, it’s always nice to know someone cares.

The latest trends show that it’s always a good time to show compassion and empathy for your audience and meet them where they are.

Skip the calls: Optimizing digital communication

Google’s “Ask for Me” feature highlights a growing trend: Consumers prefer digital interactions over phone calls. Whether it’s scheduling a showing or gathering property details, buyers and sellers expect information to be accessible online without picking up the phone.

Real estate agents can improve their online presence by ensuring listing details are complete, implementing user-friendly contact forms and setting up automated email workflows. A streamlined digital approach can reduce friction in the customer journey and improve lead conversion.

Fair housing remains essential 

Recent executive orders from President Trump dismantling DEI initiatives have many worried about Fair Housing, given that there has already been some erosion of it. Compliance with fair housing regulations remains crucial for maintaining ethical and legal business practices and is regulated by numerous authorities in addition to the federal government.

Now is the time for agents and brokerages to review their training programs and marketing strategies to ensure they promote inclusivity and avoid potential legal risks. This is especially true regarding marketing properties on social media and in property descriptions. Inman’s Christy Murdock has helpful tips to ensure your descriptions are inclusive; check out her 15 ways to make your property descriptions more inclusive. 

As political divisions continue to heat up, it’s also important to ensure political bias doesn’t creep into business practices. Remaining compliant with ethical regulations increases client trust and reinforces professional integrity, not to mention many social media platforms have specific guidelines when it comes to fair housing and real estate, like Meta’s. 

Rising costs: What it means for homebuyers

Discussions around tariffs are heating up, and with economic uncertainty looming, many are bracing for increased costs in home construction and everyday expenses. First-time homebuyers may feel the impact the most, making affordability an even greater concern than it already was.

Agents can help by guiding clients toward any available financial assistance programs, first-time buyer grants and mortgage options that ease the burden. Encouraging thoughtful financial planning can also help buyers navigate these economic shifts. Don’t be afraid to get creative. Instead of advising clients to plan their meals to save on groceries, show them how they plan their meals or an easy meal plan from another content creator. 

Should brokerages encourage employee-generated content?

More companies are recognizing the power of employee-generated content (EGC) in their social media strategies. Engaged employees can be some of the best brand advocates, offering authentic insights and experiences that resonate with audiences.

Key strategies for integrating EGC include:

• identifying team members interested in content creation
• encouraging voluntary participation with incentives and clear guidelines
• fostering collaboration between HR, marketing and leadership teams to align messaging

Brokerages can tap into this strategy by allowing agents and staff to share behind-the-scenes content, success stories and market insights, creating a more relatable and engaging brand presence. Have you considered using EGC? 

LinkedIn expands video features

LinkedIn has rolled out new video tools aimed at increasing creator engagement, including:

• full-screen video mode for a more immersive experience
• enhanced discoverability in search results, surfacing relevant videos based on user queries
• profile previews in the video player to allow viewers to explore more content from creators

With a 36 percent increase in video views over the past year, real estate professionals should consider integrating LinkedIn videos into their marketing strategy, especially if your market or audience includes real estate developers. Sharing quick market updates, listing tours or industry insights can position agents as thought leaders in their field.

Tapestry: A new way to streamline content

A new app, Tapestry, is making waves by offering a unified space for consuming blogs, social media and podcasts in a single chronological timeline. For busy real estate professionals juggling multiple content sources, this tool could simplify staying informed and current on market trends and competitor activity.

It’s always wise to keep an eye on apps and platforms when they are new; it’s hard to predict which one could be the next big thing, and with social media users becoming increasingly dissatisfied with current platforms, many audiences are looking for new options. Early adoption can be a great way to connect authentically with your audience before it becomes too noisy. 

Instagram updates: Pausing Reels and content-ranking insights

Instagram is testing a long-awaited feature: The ability to pause Reels. This simple update could improve user experience, making it easier for audiences to absorb content at their own pace. It also would allow your audience to pause and screenshot information like tips or property details. Here’s hoping it becomes a permanent feature soon. 

Meanwhile, Instagram’s algorithm continues to prioritize engagement, with Likes carrying more weight than Saves due to sheer volume. Real estate professionals should focus on creating content that encourages immediate interaction — such as eye-catching property images, engaging videos and interactive polls — to maximize reach and visibility.

Takeaways for real estate professionals

• Make communication seamless: Offer detailed online information and automated follow-ups to reduce the need for phone calls.
• Stay compliant with fair housing laws: Regardless of shifting political environments, ethical business practices remain a priority.
• Help buyers navigate rising costs: Share tips on financial planning and first-time homebuyer assistance programs.
• Leverage employee-generated content: Encourage agents and staff to contribute authentic social content.
• Capitalize on LinkedIn’s video push: Use the platform’s expanded video tools to showcase expertise and engage audiences.
• Adapt to Instagram’s ranking factors: Create content encouraging likes and engagement to boost visibility.

Real estate agents benefit if they stay ahead of the curve on social media. It is often crucial to finding success in digital marketing. Some updates and trends may seem insignificant, but they could be the key to finding your next client.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.