Let “The Broke Agent” save you from boring real estate content

Sometimes the best marketing conversations don’t take place in conference rooms. They happen in everyday moments in unscripted conversations, where ideas flow naturally and creativity takes over.

I recently had the chance to sit down with Eric Simon, better known in the industry as The Broke Agent, and talk about what’s really working on social media right now. Within minutes, the discussion turned to the types of content formats that keep people from stopping mid-scroll and get them engaged.

One theme quickly became apparent: most real estate content isn’t struggling because the information is wrong. It struggles because the format looks exactly like everything else.

Here are some frameworks agents can use to change that.

Start with a pattern break

Scroll through social media long enough and you’ll notice a pattern. Most real estate videos look the same.

• An officer sits behind a desk.
• An agent standing in front of an advertisement.
• A cop delivering five tips to the camera.

That’s why patterns interrupt work. A pattern break is simply something that visually breaks the rhythm of what people expect to see in their feed.

Filming a conversation in a car, for example, immediately feels different. It feels casual and unscripted. It reminds viewers of formats they already recognize from entertainment, things like “Comedians in cars getting coffee” or “Carpool karaoke.”

Simon said the familiarity of these formats plays a big role in why they work.

“When you see two people talking in a car, it’s almost voyeur-like content,” Simon said. “You feel like you’re in the middle of a conversation. That’s much more interesting than someone just sitting at a desk and saying, ‘Here are five reasons to buy a house.'”

When viewers see something that looks familiar but unexpected, curiosity arises. They pause to see what happens. The lesson for agents: the setting of your content is just as important as the message.

The ‘man on the street’ format

Another content style that consistently performs well is the man-on-the-street interview. The idea is simple: walk around a public space and ask people a question about real estate.

An example question someone might ask in this format is: “What do you think the average house price is in this city?”

The answers are usually wildly inaccurate, and that’s the point. Some people estimate $300,000. Others estimate $3 million. The offer provides entertainment, which then opens the door for education.

Instead of simply stating the average price, reveal it after showing the guesses. Now the statistics become part of a story. And stories hold attention much better than regular information. Simon said the unpredictability of the responses makes the format effective.

“You get hilarious numbers because no one really knows what the average house price is,” he said. “Some people say $4 million, some people say $400,000. Then you can come in and say, ‘Actually it’s $650,000.’ It will be a much more fun way of teaching.”

One of the surprising elements of the “man on the street” format is that the mistakes often become the best parts. Some people refuse the interview. Some interactions are awkward.

Showing those moments actually increases involvement, because viewers see the creator as a human being. Perfectly polished marketing content can sometimes feel distant. Authentic content feels recognizable.

The ‘FaceTime’ style video hook

Another format that is gaining traction on social media is what creators often call the FaceTime-style video. Instead of the video starting with the video talking, the clip begins with the creator putting down the phone, almost as if someone has just answered a FaceTime call.

The hook might sound like this: “Hey, I just had the craziest conversation with a buyer, and I have to tell you about it.”

That moment creates the illusion that the viewer has ended up in a live conversation. Simon pointed to Marley Presswood, an officer from the Mount Pleasant, South Carolina, area who has mastered this approach.

“She starts each video with something like, ‘I just had a conversation with a buyer,’ and then she hangs up the phone as if she’s FaceTiming someone,” Simon said. “Sometimes she makes a sandwich or does something with her hands. It feels like spontaneous content rather than something overly scripted.”

That sense of spontaneity keeps viewers watching.

Use movement as a hook

Movement at the beginning of a video is one of the easiest ways to grab attention. Instead of starting with a static shot, creators can do the following:

• Walk into the frame
• Open a door
• Sit down
• Get in a car

Even a few seconds of movement can make a video more dynamic. Simon said these visual cues can earn creators the most valuable currency on social media: attention.

“Even something as simple as getting into the car and closing the door becomes a visual hook,” he said. “You immediately think, ‘Okay, what is this person going to talk about?'”

Those extra few seconds often determine whether a viewer stays or scrolls.

Timeliness trumps timing

One of the biggest misconceptions in social media marketing is that success depends on posting at the perfect time. The reality is that timeliness is much more important than timing.

Current events mean connecting content to what people are already paying attention to. This strategy is often called trendjacking or newsjacking. Simon shared an example of a meme he posted during the Super Bowl.

“It was literally a two-second video referencing Bad Bunny’s halftime performance,” he said. “It got over a million views and 10,000 shares because everyone was experiencing that moment at the same time.”

For agents, this might mean creating content related to the following:

• Major sporting events
• Popular television programs
• Local news stories
• Restaurant openings
• New developments

When content seems relevant to the moment, it travels further.

Leverage pop culture in mentions

Another tactic that many agents are experimenting with is incorporating recognizable audio into the listing videos. For example, some agents have used trending audio tied to shows like Dancing with the stars or The White Lotus. When viewers recognize the audio, they immediately feel connected to the content.

But the key is timing. Simon said posting content related to pop culture works best if the show or event is currently popular.

“If someone watches that show and hears the audio, he or she is immediately hooked,” he said. “Sometimes the audio alone is enough to get someone to watch the entire video.”

Look beyond real estate for inspiration

One of the best pieces of advice from the conversation was simple: stop studying only real estate content. Great creators find inspiration everywhere. Comedy makers. Food channels. Lifestyle influencers.

Other industries are constantly experimenting with storytelling formats. Simon says he spends a lot of time studying how creators outside of the real estate industry package their content.

“I always look at what’s working in other industries,” he said. “Sometimes it’s just a simple packaging style or format that you can adapt to real estate.”

Often the format is more important than the subject.

The simplest strategy of all

After discussing hooks, frameworks, and trends, one insight stood out above the rest. The best content often comes from sharing what you really like.

Simon put it simply: “Post what you enjoy doing,” he said. “If you’re a golfer, create content on the golf course. Other golfers will connect with that. They’ll think, ‘Oh, this person plays golf just like me.'”

When agents create content around the things they do naturally, their personality shines through. And personality builds connection. People don’t just hire agents for their expertise. They hire people they feel comfortable with.

The real purpose of real estate content

The ultimate goal of content is not to impress other agents. It is intended to build awareness. When someone in your community hears a conversation about buying or selling a home, you want your name to be the first thing that comes to mind.

This is done through consistent visibility. Not one perfect video, but a steady stream of authentic moments that show who you are and how you think. Sometimes the best content strategy is as simple as turning on the camera and capturing the conversation that’s already happening.

March is the month of marketing and branding at Inman. As the spring sales season kicks off, we explore the proven tactics and new innovations driving results in today’s market – and celebrate the industry’s top marketing and branding leaders with Inman’s Marketing All-Star Awards.

Eric Simon can be found at Instagram.

Jimmy Burgess is Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him Instagram And LinkedIn.