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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.
We so often think of social media in terms of likes, follows, impressions, reach and, of course, click-through rate. Those metrics are certainly important to watch and often determine the success of your social media marketing efforts; however, they aren’t the only measure.
Using social to boost SEO is frequently overlooked. Your brand may never receive a like or click on a platform, but the same piece of content could appear in Google search results and result in a direct lead.
Instagram’s latest update — making your content visible in Google search — is a big win for SEO. But it’s not the only shift worth watching. Social and search are converging fast, and AI is playing a growing role in how your content gets discovered.
Instagram content is now showing up in Google search
Recently, Google started indexing content from Instagram business and creator accounts — including Reels, captions, image text and alt-text. That means your Instagram posts can show up in actual Google search results alongside blogs, articles and listing pages.
This is a big deal. It means your social content is no longer stuck inside the app. If you’re smart about what you post — and how you describe it — your content can do double duty: reaching clients on Instagram and helping your name show up in Google when someone searches “Charlotte first-time homebuyer agent” or “how to sell my house fast in Houston.”
What this means for agents: This is your chance to make Instagram part of your SEO strategy. Here’s how:
- Use searchable phrases in your captions. Think like a client: “How much house can I afford?” “Is now a good time to sell?” That kind of language — if it’s in your captions — can now get picked up by Google.
- Add on-screen text that reinforces key questions or terms. Google can read your Reels now. If the question you’re answering is “What’s a seller concession?” — say it on-screen.
- Write real alt-text. Not just “me at an open house.” Describe what’s happening, who it’s for and why it matters.
- Refresh your Instagram bio. Include what city you serve and who you help — that copy matters more than ever.
- Lean into helpful content. Google (and your followers) can spot fluff from a mile away. Keep it natural, useful and human.
Speaking of SEO: Google doesn’t care if your content is written with AI — as long as it’s useful
After analyzing 600,000 pages, researchers confirmed what many marketers suspected: Google doesn’t punish AI-generated content — but it also doesn’t reward it. A whopping 86.5 percent of top-ranking pages used some level of AI assistance. Still, the highest-ranking posts (No. 1 spots) showed a small preference for mostly human content, with minimal AI use.
What this means for agents: Using AI tools to write listing descriptions, blog posts or newsletters won’t hurt your visibility — as long as the content is actually useful. Want to rank? Focus on helpful, relevant content for your local audience. Use AI to brainstorm, organize or punch up your writing, but don’t hand over the keys entirely. Google’s priority is usefulness, not authorship.
Bottom line: AI is your assistant, not your replacement.
How to get AI prompts that actually perform
If you’re treating ChatGPT like Google — tossing in short prompts and hoping for genius — you’re missing the point. To get results that actually move the needle, agents need to prompt like strategists, not searchers. That means defining roles, building feedback loops and adding enough context to mirror the best in the business.
Author Jason Keath recommends training AI like a creative team: Give it nuance, push for specificity, and don’t be afraid to challenge the first round of output. Want 20 open house slogans that appeal to three different buyer personas? Done. Need Reels scripts that sound like your favorite listing stager and your Gen Z mentee? You just have to ask.
Jimmy Burgess also has a solid AI prompt formula he calls the RISE framework — Role, Input, Specifics, Expectation — and dozens of real estate-specific prompt templates, from expired listing letters to social post captions. The goal isn’t just automation — it’s personalization at scale.
What this means for agents: The agents getting the most out of ChatGPT aren’t asking for shortcuts — they’re asking better questions. Start treating your prompts like marketing briefs and you’ll start getting results that feel like your brand, not a bot.
AI may shape content, but Gen Z still demands authenticity
Fresh insights from Cannes show that while 77 percent of respondents are using AI in their daily workflows, fewer than 1 in 20 feel confident about how they’ll be using it just three years from now. And Gen Z? They’re not impressed with hype for hype’s sake — 85 percent said celebrity beauty brands are out, and they’re far more likely to unfollow a creator who feels irrelevant than a brand with clashing values.
Economic uncertainty is also shaping behavior. Nearly half of director-level respondents said their company has delayed key decisions in the past six months. But AI use is still climbing, especially for written content, brainstorming and summarizing information.
What this means for agents: Younger buyers want authenticity, not just aesthetics — and they’re quick to disengage when things feel off. Agents who lean into AI for smart, consistent content will stand out, but only if the message feels personal and aligned with their values. Focus less on the trend — and more on how you show up.
TikTok’s US-only version could disrupt algorithm magic
TikTok is reportedly building a U.S.-only version of the app, internally called “M2,” in response to national security legislation. It’s expected to launch in early September, with users required to migrate by 2026. The catch? ByteDance may have to strip out or alter its core algorithm — the very engine that fuels content virality.
What this means for agents: If you rely on TikTok’s For You feed to grow your brand, brace for change. A U.S. version with a separate algorithm could affect visibility, engagement and what goes viral — especially for niche content like real estate. Now’s the time to diversify platforms and keep content grounded in what works organically, not just what trends.
TL;DR (Too Long, Didn’t Read)
- Instagram is now on Google. Your Reels, captions and alt-text can boost your SEO; optimize them like you would a blog post.
- AI won’t hurt your rankings. Google doesn’t mind AI content, as long as it’s useful.
- Better prompts equal better results. Treat ChatGPT like a team member, not a search engine.
- Gen Z wants real, not robotic. Authenticity beats aesthetics every time.
- TikTok may change — big time. A U.S.-only version could alter the algorithm. Diversify now.
Search is getting smarter. Content is getting faster. And your clients are expecting more clarity, not just more noise. As platforms shift and algorithms splinter, the agents who stay visible — and valuable — are the ones who adapt early, ask better questions and never stop optimizing.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
