If someone asked your followers why they should follow you, could they easily answer in one sentence?
In this episode, Chelsea and Kayla are breaking down the secret to getting people to remember and talk about your account: signature content. You’ll learn why posting less but better is the move and how to pick your “thing” without overthinking it. Plus, the girls share real examples (and some hilarious TV character examples) to help you find your own signature style.
Why We’re Obsessed with These Instagram Accounts
Before we dive into signature content, let’s talk about some of our favorite people to follow on Instagram right now because they’re doing exactly what we’re about to teach you.
Chelsea’s been loving Siece Campbell, who shares “whimsy tips of the day” such as, “Be a bartender for your plants. As you water your plants, ask them, so what would you like to drink today?” It’s one of those accounts where you follow her if you want to laugh, smile, and find yourself doing unserious rituals that make life feel lighter.
Kayla’s been binging Jenna Lu, who posts hilariously ridiculous content like “rules to follow if I go to prison” or “what’s in my rapture bag.” She’s always in her room, pointing at the camera, and making you laugh at the most absurd scenarios.
Then there’s Cheese Gal, who’s currently running a fall couch snack and 90s movie pairing series. Example: Maple butter baked saltine crackers paired with Stepmom. Chelsea watched that reel, turned on Stepmom that night, and immediately ordered saltines on Instacart. That’s the power of signature content right there.
And don’t even get us started on Susi Vidal‘s “Only Pans” cooking series or Lindsay Stewart‘s dreamy home inspo without the pressure to vacuum or Lils Waltie‘s “your house isn’t weird enough” interior design takes.
What all these accounts have in common is that they have a thing. A signature style and repeatable format that make you think, “Oh, I love when she does that.”
And that’s exactly what we want for your real estate account.
The Goal: Post Less Often (Yes, Really)
We’re sharing all of this because we want to help you do one thing that might sound counterintuitive: post less often.
How good does that sound? Spend less time in Canva, less time editing reels, less time recording content, and way less time wondering what the heck to post. That last one is the most frustrating feeling, isn’t it?
But in order to grow your business and actually get remembered, you need to post less but better. Less but more impactful and in a way that connects faster.
74% of Americans say they’re more likely to trust someone who has an established personal brand. And the fastest way to establish that personal brand is signature content.
Your signature series (or signature thing, or whatever you want to call it) is content you repeat over and over and over again so that it sticks and people know what to follow you for.
If you had to say in one sentence why someone should follow your account and what they’ll get from it, could you? And is this what you actually want your account to be?
Because if your answer is “they’ll get real estate graphics,” we need to fix that immediately. No one wants that!
But if you could say, “Follow me for all things local coffee shops, my favorite thrillers, and behind the scenes of our Lake Country real estate market, especially the charming cottage-like houses” — now we’re talking.
What Makes Something a Signature Piece of Content?
Let’s break down what we mean by signature content. Here are a few other names that might help it click:
The Repeatable Content Framework: What content framework are you repeating every time? Maybe every time you create this type of content, you film it as a reel from your kitchen with a glass of wine, and it always has a specific title format.
The Pick One Content Strategy: Pick one thing you’re going to be consistent with week after week. It could be a type of reel, a topic, or something related to real estate with your own twist.
The Power Post: What’s your power post that you’re going to get known for because you keep doing it over and over?
When we say “repeat your content,” we don’t mean screenshot the same post and share it again next week. We mean talk about the same topic, name it the same thing, film it in the same way, and make it a series.
Repeating is powerful because it gives rhythm to your content. It gives you a framework to work within instead of constantly scrambling for new ideas. We’re so stuck in this cycle of trying to think of something new every week, but that constant newness isn’t helping you. It’s actually creating confusion!
The Three-Part Framework for Signature Content
Kayla came up with a simple framework that makes this a lot easier. There are three rules:
1. One thing that’s unique to you
This could be a phrase you always use (like “whimsy tip of the day”), a format that’s all yours (like “Only Pans”), or just your personality shining through. Think about what makes your content unmistakably you.
2. One thing your ideal followers want
People follow the whimsy girl because they want a break from the internet. They follow interior designers because they want inspiration and permission to make their house less boring. What do your ideal followers actually want? Not just “real estate tips” — dig deeper.
Do they want to feel more connected to their community? Do they want to feel excited about where they live? Do they want the behind-the-scenes of what working with you is actually like?
3. Repeat it again and again
This doesn’t mean you have to do it every single week, but if you do it at least once or twice a month and build up from there, you’re creating sticky content that people remember.
This works for IG stories too. If you’re always doing ask me anything sessions, weekly menu shares, or “tap to clean this” stories, that repetition builds the same kind of recognition.
Why Your Face on Camera Is Non-Negotiable
Notice something about all those accounts we mentioned at the beginning… They all go face to camera, and there’s a reason for that.
When a baby is born and crying, they don’t stop until they hear their mother’s voice. Over time, babies study faces and realize they can trust the people they recognize. Those instincts don’t disappear as we grow up. We all still find comfort and build trust through recognizing someone’s face and voice.
Yes, there are faceless accounts that work well. But those accounts aren’t selling real estate. They’re getting followers or selling digital products.
Real estate is different. You need people to trust you enough to hand over the biggest financial transaction of their lives.
You talk to people in real life, don’t you? You look the same, sound the same, stand the same. Nothing is different on camera. So at some point, you have to decide: Am I going to be so focused on myself that I do my business and my community a disservice by not showing up? Or am I going to be selfless and show up anyway?
No one has found success by playing it safe.
And let’s be real about what’s actually holding you back: You’re more afraid to put your face on camera because you don’t want people you know to judge you. Name that person. Who cares? You’re letting that fear prevent your success, and that person is not worth it.
If you could work with better clients, make double the money, or have more time at home because you showed your face on camera, isn’t that a pretty good ROI?
Real Examples of Signature Content for Real Estate Agents
Okay, time to get practical! Here are some actual examples of signature series you could start tomorrow:
Cheese and Charming Neighborhoods: If you’re a cheese person (looking at you, Wisconsin agents), pair a local cheese with a charming neighborhood feature each week. This week’s cheese is from this local shop, and it pairs perfectly with the tree-lined streets of this historic neighborhood.
Wine Pairings and Local Takeout: Love wine? Share which local restaurant’s pizza pairs perfectly with your favorite bottle. It’s relatable, it’s local, and it gets people thinking about their community (and you).
Homey Tip of the Week: Share bite-sized home tips that could be anything from actual maintenance advice to “get a fun Halloween doormat and stop taking your house so seriously.”
Girly Movies and Local Takeout: What Nancy Meyers movie do you have to watch when eating this specific local dish? This is cozy, fun, and gives people a reason to keep coming back.
This is Your Sign to Move to [City Name] This [Season]: Start a series showing off the best of your town during different seasons. One clip per post. People will binge these.
[Season] Nights in [City Name] Look Like This: Show clips from your area during different seasons. This could be a lake view, a backyard bonfire, kids playing in the street, or date night downtown. Do this every week and watch people start to love where they live even more.
Realtor Diaries in [City Name]: Share little moments from your life as a realtor. One post could be real estate focused, another could be your after-work coffee spot, another could be a client celebration. Mix local, personal, and real estate into one repeatable series.
Set Up a Buyer Search with Me / Go to a Showing with Me / List This House with Me: Show little pieces of the process without making it complicated. Three to four clips showing what you actually do. These could even answer common client questions like “What do you do after I tell you I want to list my house?”
Advice I’d Give My Friend If She Wanted to Sell Her House: This is so simple and so powerful. Make a list of 30 pieces of advice and turn each one into a quick face-to-camera clip. You could also do “Advice I’d give my friend if she was worried about interest rates” or “Advice I’d give my friend if she had to buy and sell at the same time.”
Friday Favorites or Monthly Recap: Share what you’re reading, eating, celebrating, admiring, and playing (watching/listening to). This works great in stories or email and gives people a reason to keep opening your content.
Weekend Recap: Take the weekend off social media, then share three to five slides on Sunday night or Monday morning about what you did. Include something local, something personal, and maybe something real estate related.
Photo Dumps with a Twist: Not just “here’s a photo dump,” but “my favorite things lately” or “cute things I found in beach houses this week” or “details I loved from this week’s showings.”
You can make these as broad or as specific as you want. You can tie them directly to real estate or keep them more lifestyle focused. The key is that you pick one and run with it long enough for it to stick.
When in Doubt, Think About What Someone Else’s Signature Series Would Be
We did a little exercise on the episode: What would TV characters’ signature series be if they were real estate agents?
Conrad from The Summer I Turned Pretty: His whole thing would be romantic date spots in Cousins, how to care for your beach house while still enjoying summer, and where to find the best peach stands. Every post would have to include the word “yearning” because that’s what everyone associates with him. His tagline? “If you’re yearning for your home in Cousins, I have a home for you.”
Belly: Honestly, we’re not sure we’d hire her as an agent because she can’t make solid decisions. Her tagline would be “I can’t pick a brother, but I can help you pick a house.” Her whole brand would be deeply appreciating the town of Cousins and going all-in on local content.
Jeremiah: At this point, he’d be all about the food scene. Local restaurants, private chef dinners, and of course, kitchen-focused home tours. Every listing would highlight the kitchen because that’s his thing.
Rachel Green: Her series would definitely be closet-focused. Outfits that pair with different neighborhoods, closet organization tips, and she’d point out how far every listing is from Bloomingdale’s or Ralph Lauren.
Joey Tribbiani: Everything would be about sandwiches and pizza. The Joey Special for every new buyer. Homes where you can have a chicken and a duck. You get it.
As we were laughing through these examples, it hit us: When you can picture what someone else’s signature series would be based on their personality and what they’re known for, it becomes way easier to think about your own. Like, duh. You always do this thing. This is a big part of your life. This is what people already associate with you.
So if you’re stuck, ask a friend. Seriously. Your friends can probably tell you what your signature series should be faster than you can figure it out yourself.
How Long Should You Run a Series?
Great question. You could run a series for as long as you want if it’s a weekly thing. You could also run seasonal series — a fall thing, a winter thing, a holiday thing.
There’s no right or wrong way to do it. We’d say stick with something for at least three months so it has time to become recognizable. Then you can change it up, do a spin-off version, or start something new.
The idea is to keep it simple and doable. Show up with this series consistently, and it will make a bigger impact than constantly trying to reinvent the wheel.
Remember: People Hire the Agent They Trust
Here’s some really good news: People don’t hire the best agent. They’re not looking for billboards screaming “I’m the top producer!”
They’re hiring the one they trust, and trust comes from familiarity.
When someone feels like they know you, when they feel like they can picture what it would be like to work with you, when they know you’re the person they’d text if their offer fell through — that’s trust. And familiarity comes through repetition.
So when you repeat content that resonates, people feel that comfort, and that builds the trust that turns followers into clients and clients into raving fans who refer you to everyone they know.
Your signature content doesn’t have to be perfectly polished or overly complicated. It just has to be consistently you. Pick your thing, show your face, and start building a brand people can actually remember.
Because the one thing every go-to agent has in common isn’t that they post the most content or have reels that go viral. They just have a brand people can actually remember, talk about, and refer without hesitation.
So what’s your thing going to be? Want some ideas to help you get started? CLICK HERE to grab our Repeatable Content Framework Freebie with 25+ ideas to choose from to start your signature series now!
This episode was edited by Adrienne Cruz.
