It’s important to reflect and show your audience what they want to see. It sounds simple but is often easy to forget. Often times I see REALTORS® creating content and posting about things that resonate more with other agents than it does with potential clients. For example, when you post humorous content involving real estate jargon that only your fellow REALTORS® will understand, this may garner more views and engagement from real estate professionals but it does not deepen your connection with potential clients. Often times they don’t relate to real estate jokes. This involuntarily pushes away potential clients who feel “out of the loop.” Generally speaking, you want to create content that resonates with what potential clients are thinking about. That would be obstacles such as market shifts, lifestyle preferences, or you as a person in real life. Ideally, you want to become relatable and someone whom they can envision trusting in the real estate process. It’s hard to relate to and trust a person who has different interests, ways of living, and talking.