In recent years, the focus in real estate has shifted from pure professionalism toward curated lifestyles and personal storytelling, thanks to Social Media. While the encouragement to ‘ be authentic online ‘ was intended to help REALTORS® connect with clients, it has, at times, created more noise than clarity, diluting the trust that has always been the foundation of the REALTOR® / Consumer relationship.
The reality is straightforward Consumers hire REALTORS® for expertise, credibility, and guidance, not for snapshots of vacations, wine collections, or luxury cars. It’s time to bring balance back to the profession. Authenticity remains valuable, but when it becomes performance or distraction, it can overshadow the skills and knowledge that truly matter.
For many newer agents, social media has been an effective way to build visibility quickly. Yet the most meaningful work in real estate, sitting with first-time buyers, navigating complex negotiations, and guiding clients through life-changing decisions, these cannot be captured in highlight reels. These are the experiences that establish credibility, earn trust, and build a lasting career.
The question isn’t whether REALTORS® should share personality, it’s how we align authenticity with professionalism. The fundamentals of the business remain essential, mastering contracts, sharpening negotiation skills, protecting client interests, and delivering expert market guidance. Sharing insights and successes rooted in service amplifies credibility more effectively than curated lifestyle posts ever could.
Clients want an advisor, not an influencer. They want guidance in multiple-offer situations, clarity in a turbulent market, and the confidence that their REALTOR® is committed to their best interests. By prioritizing credibility, expertise, and trust, REALTORS® can turn visibility into long-term success.
It’s time to recalibrate as we are in a totally different market than past years. Is it time to change things up? Share market insights instead of weekend snapshots. Highlight client successes through service, not self-promotion. Showcase skills, not shopping habits. Lead with knowledge, not lifestyle. When we do this, we strengthen the profession, rebuild trust, and ensure that the focus remains on what truly matters, helping clients achieve their dreams of homeownership.
The pendulum has the power to swing back, and when it does, it will bring real estate back to its centre, a balance of lifestyle and leadership. Less noise, more credibility. Because at the end of the day, consumers don’t care about an Agent’s lifestyle, they care about their ability to deliver results. That’s the kind of REALTOR® Clients deserve, and the kind of professionalism our industry can celebrate.
