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.