5d • Content
Why Likes Don’t Matter (And DMs Do)
Let’s dismantle one of the most misleading signals in real estate marketing:
Likes feel productive.
DMs create income.
Most agents aren’t failing at content because it’s bad.
They’re failing because their content stops too early.
I call this the
👉 “Content Without a Conversation Engine” problem.
What’s Actually Happening
Here’s the typical flow:
• You post something helpful
• People read or watch it
• You get a few likes
• Maybe a comment or two
And then… nothing.
No conversations.
No follow-up.
No inbound.
Not because the content wasn’t good —
but because there was no next step built in.
The Job of Content (This Is the Reframe)
Content does not exist to:
• Educate everyone
• Prove expertise
• Perform for the algorithm
Content exists to do one thing:
👉 Move someone from consuming → engaging.
If someone finishes your post and doesn’t know what to do next, the content is incomplete — even if it “performed.”
Where Most Agent Content Breaks Down
Most posts end with:
• No invitation
• A vague “let me know if you have questions”
• Or a hard stop
That’s like opening a door… and not walking anyone through it.
The Practical Fix: Install a Conversation Trigger
Every educational post you create should end with one of these:
Option 1: A Directional Question
Invite reflection, not commitment.
Examples:
• “What part of this feels hardest to apply right now?”
• “Where do you see this breaking down in your business?”
Option 2: A Choice-Based Prompt
Lower the pressure by offering options.
Examples:
• “Is this more of a content issue or a consistency issue for you?”
• “Are you struggling more with ideas or follow-through?”
Option 3: A Micro-Action
Give them something small to do, not buy.
Examples:
• “Take your last post and rewrite the final line to clearly invite engagement.”
• “Look at your last 5 posts — how many tell people exactly what to do next?”
The Rule to Remember
Likes are passive.
Conversations are intentional.
If your content doesn’t clearly invite the next interaction, it’s leaving momentum on the table.
Your Immediate Action (Do This Today)
Before you post again, ask yourself:
“If someone reads this, what is the most natural next move for them?”
Then build that into the post.
That’s how content turns into conversations —
and conversations turn into business.
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Why Likes Don’t Matter (And DMs Do)
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