Why most agents struggle with content and how to make it easier

For many real estate agents, creating content has become a source of friction.

They know it matters. They see others using it to stay visible and generate conversations. Still, consistency remains a challenge.

In a recent episode of The Leads Are Sh*t, Real Estate Magazine publisher Andrew Fogliato and Edmonton team leader Taylor Hack discussed why content creation feels difficult for so many agents and why the issue is often less about effort and more about approach.

The conversation focused on clarity, habit-building and what matters most when the market slows.

Overthinking, not effort, is the main obstacle

According to Fogliato, many agents struggle because they treat content as a performance rather than a routine.

Instead of sharing useful information, they worry about polish, relevance or results. That mindset can turn a simple activity into something heavy and avoidable.

The result, he said, is hesitation and long gaps between posts.

Content matters more when the market slows

The episode also touched on seasonality.

In most markets, there are periods when business is reactive and clients come more easily. When that shifts, agents are forced to be proactive.

Hack noted that slower months are often when pipeline is built for the spring. Content, when used intentionally, can help agents stay visible to people who are thinking about real estate but not ready to act.

It’s not about chasing attention, it’s about being present when people start asking questions.

Structure beats creativity

One of the practical takeaways from the discussion was the importance of structure.

Rather than searching for new ideas each week, Fogliato outlined four repeatable content categories agents can rely on:

• Common questions clients regularly ask
• Questions clients don’t know they should ask
• Pain points and frustrations in the buying or selling process
• “Aha” moments that shift how people think about real estate

Organizing content this way reduces decision fatigue and makes consistency easier, he said.

Short-form video as a communication tool

The episode also addressed short-form video, particularly on platforms like Instagram.

Both speakers emphasized that video works best when it feels conversational, not produced. Clear ideas, simple delivery and consistent posting matter more than editing or scripting.

Hack said many agents stall because they believe every video needs to be perfect. In practice, he noted, clarity and relevance tend to outperform polish.

Activity versus pipeline

The discussion also states a distinction between staying busy and building pipeline.

Open houses, showings and administrative tasks can fill time without necessarily creating future business. Content, when used consistently, can support longer-term visibility and engagement.

The goal, Fogliato said, is not to become a content creator but to make it easier for the right people to reach out when they are ready.

Bottom line

Content creation becomes more manageable when agents simplify their approach.

Clear ideas, repeatable frameworks and realistic expectations can remove much of the friction that causes people to stop and start.

The full conversation, including examples and practical context, is available in the episode below: