Ever feel like you’re either posting way too much real estate content or… none at all? Like your feed is either giving full-on sales pitch or random photo dump energy?

In this episode, Chelsea and Kayla are breaking down their signature content formula (aka the Modern Agent Content Cocktail) that helps real estate agents stay top of mind without being overly salesy.

You’ll learn why your perspective is your biggest asset, how to keep your content strategic and scroll-stopping, and the reason “fluffy” content might not be so fluffy after all.

Chelsea’s Signature Content Cocktail

You’ve probably heard us throw around the phrase “content cocktail” a few times (okay, a lot). But in this episode we’re sharing the full recipe!

Chelsea shared how, way before IG Stories even existed, she was treating her personal Facebook like a behind-the-scenes diary of her real estate biz: checking in at local coffee shops, snapping pics during buyer showings, sharing funny moments from listing appointments — not “Look at me, I’m a realtor!” stuff, but real, everyday, human stuff that still kept real estate front and center.

And guess what? It worked.

Her inbox started filling up with messages from friends and family. The referrals rolled in. People weren’t engaging because of a perfectly designed “Just Listed” graphic. They were responding to her life. And that’s when the lightbulb went off.

Over time, as more agents started asking, “What do I even post?” she realized she was repeating the same three ingredients over and over again: real estate, personality, and local life. Every post that performed well had a little of each one. So instead of treating them like separate buckets, she blended them into what we now call the Modern Agent Content Cocktail.

Let’s do a deep-dive into each ingredient!

Ingredient #1: Real Estate

When balancing real estate and lifestyle content, a lot of agents swing too far in either direction.

Some go all in on real estate, and others get so caught up in their personal brand, their audience forgets they even sell homes. Neither of those approaches really works long-term.

The Content Cocktail involves sprinkling real estate into your everyday content.

And here’s the key: it all has to come from your perspective. Like Chelsea said, people can Google “how to buy a house,” but they can’t Google what it’s like to work with you. They can’t Google your take on the best way to prep a home for a spring listing. They can’t Google what makes your process different or how you bring donuts to every showing when there are kids in tow.

So instead of saying, “3 Things to Do Before You List,” say “Here’s what I tell every seller before we list.”

Also, your content doesn’t have to be perfectly polished or produced. We loved Kayla’s example of the marketer who filmed a reel in a sweatshirt using a laptop in her bathtub. Seriously. She called it “bathtub marketing check-ins.” And it worked because it was her.

Your backdrop, your voice, your style, your quirks is what makes you stand out.

Ingredient #2: Personality

Let’s get into the second (and most fun) ingredient of the content cocktail — personality.

Chelsea’s go-to advice: start in your Stories. That’s the easiest, lowest-pressure place to just document your life as it’s happening. Just grab your phone, take a pic, and write a sentence about what’s going on.

You can start with your morning routine. For example:

• What’s your drink of choice? (Kayla’s all about her crunchy ice. Chelsea’s making green powder drinks.)
• What’s the vibe in your house when the day starts? (ESPN on in Kayla’s, toys all over Chelsea’s.)
• What little rituals do you repeat every single day without fail?

These moments might seem boring to you because they’re your normal. But they’re interesting to the rest of us, especially your audience who’s looking for someone relatable and real to help them buy or sell a house.

Don’t love the idea of sharing your mornings? Pick any part of your day and try this instead: set a timer to go off every couple of hours. When it does, snap a quick photo of whatever you’re doing — your lunch, your inbox, your coffee cup, your trunk full of showing signs. These photos tell a story, and that story is what builds your brand.

Now, if you’re thinking, “But when I scroll through my camera roll, I hate everything,” that’s actually a good thing. Because it means you’re starting to recognize what doesn’t feel like you. And once you know that, you can get intentional about the aesthetic you do want.

For Kayla, it’s all about color. If it’s not feminine or has no pop, it doesn’t feel like her brand. So she started buying pink notebooks and purple tumblers because it helps her show up more confidently. And when you feel good about what you’re sharing, you show up more.

Which, let’s be honest, is kind of the whole point.

You pictures don’t have to be perfect or overly produced to be pretty. Brighten up your photos, throw on a filter you love, or use a cute straw in your iced coffee.

Still stuck on where to begin? Check out the Instagram Story Starter Pack on Pinterest. It’s packed with inspo for documenting your day without needing a full-blown photo shoot.

Your challenge: Start snapping and sharing. You’ll be amazed how quickly people start responding to you.

Ingredient #3: Local

Most agents totally miss the mark with local content because it’s too Googleable.

If someone could find it in a city guide or TripAdvisor, it’s not the kind of local content we’re talking about. We want your take. Your go-to spots. Your quirky neighborhood traditions. Your routine with your kids on Saturday mornings. That’s the stuff people care about because that’s the stuff that feels real and makes you relatable.

Think of it like this: You’re not trying to create a Yelp page. You’re showing people what it’s like to live in your town through your lens. So instead of posting a list of the top 10 brunch spots in your city (yawn), share:

• Your go-to date night restaurant and what you always order.
• The library event your kids never want to miss.
• The local coffee shop that gets your iced latte order right every time.
• That one street that has the best Christmas lights (or your fave route to take when you’re showing homes).

One of our fave ways to blend local + personality is this hook: “If you love [insert three things about your town], then you’ll love it here.”

It’s so simple but so powerful. Kayla shared that for her town, it’s things like Friday night football, 4th of July parades, and running into your kid’s teacher at the grocery store. For another agent in the same town, it might be early mornings with the horses and 4-H shows. Same location, totally different take—and totally different audience attracted.

Here’s another idea: “How I spend my nights as an off-duty [city name] real estate agent.”

It hits everything: local, personality, and a subtle nod to real estate. Think: curling up with a book from your favorite local bookstore, sipping wine from a nearby vineyard, or coaching your kid’s soccer team.

And yes, you can totally batch this kind of content. If you’re already pouring a glass of wine tonight, take 5 different shots. Change your outfit, switch your lighting, move to a different chair. Boom! Five weeks of local lifestyle content in under 10 minutes.

Yet another idea: “I’m a [city name] local. Of course I…”

And finish the sentence with something nostalgic or specific to your town:

• “Of course I sit in the same spot for the Spring Fling parade every year.”
• “Of course I worked at Dairy Sweet in high school.”
• “Of course I went cruising on the Brownie Route every Friday night.”

The more specific you get, the more relatable and shareable your content becomes. People will tag their friends, share your post, and suddenly you’re not just an agent, they see you as their agent. The one who gets it.

And remember, not every single post has to include all three ingredients (real estate, personality, local). But if you can hit two, you’re golden.

Add that behind-the-scenes feeling — the cocktail glass, as Chelsea calls it — and now you’ve got a post people actually want to consume.

Ingredient #4: The Garnish — Call to Action

Now that we’ve mixed up our cocktail with real estate, personality, and local goodness, we’ve got one more element to add, but this one’s just the garnish. It’s not the base of your drink. It’s the twist of lime, the salted rim, the cute little umbrella that ties it all together.

It’s your call to action.

Now before you roll your eyes and think, “Do I really need to say ‘link in bio’ every time?” hold up. Because a good CTA doesn’t always mean sending people to a form or telling them to DM you. Sometimes it’s just letting them know why they should stick around.

Think of it as a signature move. Something people start to recognize and remember you for.

Chelsea gave the example of the No Snob Somm, a sommelier on Instagram who starts every video by introducing herself with that tagline. You instantly know what she’s about: wine tips without the snobbery.

Your version might be something like:

• “I’m [name], your go-to [city name] real estate agent who’s obsessed with coffee shops, cozy homes, and making real estate feel simple.”
• “Follow along for local recs, real estate tips, and a peek behind the scenes of my everyday life as an agent and mom of two.”

Short. Relatable. Easy to sprinkle in at the end of your reels, carousel captions, or even in your bio.

Of course, CTAs can also be more direct:

• “DM me if you want this list!”
• “Comment ‘guide’ and I’ll send you my homebuyer checklist.”
• “Want my local brunch recs? They’re all in my stories today.”

But you don’t have to include a hard CTA in every single post.

In fact, we recommend spacing them out so your content never feels overly salesy. Aim for a strong call to action every 2–3 pieces of content, and make sure they fit naturally with your post. That way, you’re not always asking for something, you’re inviting people in.

If you do have a lead magnet, freebie, or resource to share, stories are a great place to talk about it regularly without overwhelming your feed.

Your Homework: Mixing It All Together

It’s time to take everything we just broke down and actually do something with it. Don’t worry, we’re keeping it super simple.

Here’s your one piece of homework this week:

Create a post using this prompt: “How I spend my nights as an off-duty [City Name] Realtor.”

It could be a Reel. A carousel. A post in your email newsletter. Heck, you could even turn it into a story series or a blog post if that’s your thing.

Here’s why this works:

• You’re showing up behind the scenes (the secret sauce that makes people actually care).
• You’re anchoring your content in your local area by mentioning your city.
• You’re reminding people you’re in real estate without sounding like a billboard.
• You’re weaving in your personality just by sharing what you genuinely do.

Whether your “off-duty” evening includes dragging folding chairs to a soccer game, sipping wine while bingeing Southern Charm, or sneaking in one last MLS check before bed that’s the kind of real, relatable content that builds connection and keeps you top of mind.

So there you have it. The full Modern Agent Content Cocktail:

• A base of real estate
• A splash of personality
• A pour of local flavor
• And a simple little garnish — a call to action that invites connection

Shake it up, serve it with confidence, and let your brand shine. You’ve got the recipe. Now go make it yours.

This episode was edited by Adrienne Cruz.