Over the past few years, we’ve put so much effort into creating highly polished, ultra-professional content, particularly for showing off properties. But already, things are looking very different.
Different in a way that levels the playing field for smaller agencies and property management personal brands in particular.
The shift we’re seeing is toward content that feels real, personal, and in-the-moment. It’s less about perfection and more about connection.
If you’ve been overwhelmed by the idea of creating flawless, high-production content with a team of videographers, take a deep breath because good news is coming your way.
Here are the trends I’m noticing so far in 2025, and how you can start leaning into them right now.
1. Imperfection is winning
Forget spending hours (or days) perfecting your content. Cancel that videographer and editor, and don’t stress about your makeup! What’s resonating now is content that feels human.
This means it should feel (mostly) unedited, unscripted, and made on the fly.
That doesn’t mean it necessarily IS unedited, unscripted or made on the fly, but audiences want to feel like it is.
Social media platforms like Instagram, TikTok, and even LinkedIn are rewarding creators who shoot quick videos directly in their apps, snap selfies in real time, use simple captions, and focus on sharing real moments.
Why it’s working
I think we’re all feeling it. We’re craving connection and humanity. Perfectly polished content feels like a sales pitch, while a simple, “I just wanted to share this quick thought” video feels like a conversation.
Have you noticed this in the content you consume too?
How you can do it
Next time you’re inspired (or even frustrated) by something in your day-to-day work, grab your phone and snap a selfie or record a quick video.
It could be as simple as sharing a win for a client, a challenge you overcame with a rental property, or a mistake you’re seeing landlords making that costs them money.
It doesn’t need fancy editing, just be yourself. You can clip out the pauses if you want, but otherwise, keep the editing pretty low.
2. Opinions over generic tips
Content marketing used to be about delivering advice. You remember: “3 tips for this,” or “How to solve X problem.”
But in 2025, people are tuning in for opinions, experiences, and bold takes.
They’re tired of Googling the same surface-level advice over and over (or getting it from tools like ChatGPT). What they want is your perspective.
Why it’s working
Sharing your unique viewpoint helps you stand out (especially if you have an interesting perspective) while building trust.
People are drawn to leaders who have something to say, even if it’s a little unconventional.
You don’t have to be highly controversial, but you just need to share your opinion.
How you can do it
Instead of offering “best practices,” share what you’re doing right now and why.
For example, talk about what’s working in your local marketplace (suburbs in particular, if you can), what you or your clients are experimenting with, or even the mistakes you’ve seen recently and what adjustments you’ve made as a result.
3. Real-Time Content Over “Evergreen”
There’s a growing trend toward content that focuses on the now. Audiences are responding to posts that reflect what’s happening in your world today, rather than evergreen advice that feels detached and old-school.
Real-time content creates urgency and makes your audience feel like they’re part of the story.
Why it’s working
People don’t just want to learn from you. They want to feel connected to what you’re experiencing right now.
How you can do it
Share a behind-the-scenes look at your workday, a recent success story, or even something you’re working through in a rental property.
It’s less about having a perfect “lesson” and more about inviting your audience along for the ride.
If you’re sharing something “in the moment” that you’re working through, this can be an excellent way to bring your audience on a journey, over days or even weeks.
So what’s the big takeaway? In 2025, content marketing is less about perfection and more about connection (hey, that rhymes!) Audiences, particularly landlord audiences, are drawn to real, relatable content that feels personal and in-the-moment.
The beauty of these trends is that they make content creation easier. You don’t need a production team or a big budget.
You just need your voice, your perspective, and a willingness to show up as you are.
If you’ve been holding back because you feel like your content isn’t “polished” enough, now’s your opportunity.
The shift toward authenticity and simplicity means there’s never been a better time to create.
So grab your phone, hit record, and share your story. No seriously though, grab it now.
