Inman Connect San Diego kicks off this Wednesday, and it’s where the real estate industry will be this week. From market strategy to tech innovation, this is your chance to get in the room with the leaders driving change. From July 30 to Aug. 1. Secure your spot before it’s too late.
Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.
AI is moving fast, and it’s not slowing down. Whether it’s reshaping ad strategies, transforming how we create content or redefining the rules of engagement, artificial intelligence is becoming deeply embedded in how we do business.
For real estate professionals, that means more tools, more opportunities and more risk, if you’re not paying attention. From deregulation and automation to new creative features and platform shakeups, if you want to stay relevant, be sure to keep up.
Trump’s AI action plan drops the guardrails and hits the gas
The Trump administration’s newly released AI Action Plan swaps caution for acceleration — ditching Biden-era safety frameworks in favor of deregulation, data centers and a full-throttle push to outpace China. While it nods to national security and AI safety, the plan’s core message is clear: Build fast, build big and don’t let bureaucracy get in the way.
That includes fast-tracking infrastructure on federal lands, pressuring agencies to cut environmental reviews and redefining “neutral” AI as tech that aligns with so-called American values — free from climate, DEI or misinformation “bias.”
This approach isn’t just about innovation — it’s about control. The plan hints at limiting contracts to developers of “neutral” models (whatever that means), expanding government access to open-source tools and making AI a new front in geopolitical warfare. And while it talks jobs and prosperity, it’s also poised to reshape AI governance for years.
What this means for real estate professionals:
AI tools aren’t going anywhere — but the rules are changing fast. If Trump’s plan becomes policy, expect a more hands-off regulatory landscape, rapid AI integration into business and federal systems, and renewed questions about bias, access and oversight.
For agents, it’s a reminder to vet the tools you use, understand who’s behind them and stay alert to how political winds can shape the tech that powers your business.
Meta’s AI ad play: automate everything, personalize everything
Meta is going all in on AI-generated advertising — and by the end of 2026, the company says brands may no longer need to lift a finger. The goal? Full automation. Think AI tools that write the copy, choose the images, pick the audience and optimize the spend — all without human input.
It’s part of Zuckerberg’s broader vision to scale personalization while cutting friction and cost. But it’s also a glimpse at a future where brand identity could become templated, indistinct and ultimately trained on whatever data was easiest to grab. And while Meta positions this as a win for small businesses, it also signals how fast creative control could shift away from the brands themselves.
What this means for real estate professionals:
Done right, AI-powered ads could save agents time and boost performance. But relying on automation alone means risking generic messaging — and missing the nuance that builds trust in a competitive market. As Meta and others roll out these tools, the agents who stand out will be the ones who blend AI speed with human strategy. Don’t let the bots do all the talking.
YouTube brings AI magic to Shorts
YouTube just added new generative AI tools to its Shorts creation suite — including the ability to animate photos, sketch scenes and bring doodles to life. With features like “Photo to video” and a new “AI Playground” packed with templates, prompts and creative effects, users can now create dynamic video content from static images in just a few taps.
What this means for real estate professionals:
If you’re not a video pro (yet), these tools offer a low-lift way to create engaging, scroll-stopping Shorts. Turn listing photos into quick animations, illustrate local insights with doodles or test new hooks with the AI Playground. Just remember: even AI-generated content should feel personal and aligned with your brand.
TikTok gets new tools — and new threats
TikTok just added in-app post scheduling, letting creators choose exact dates and times to publish content directly from the composer. While third-party scheduling tools already exist, this new option simplifies planning and gives creators more control — especially when paired with insights from TikTok Studio on when audiences are most active.
But creators may want to think beyond timing their next post — and start thinking about whether they’ll be posting at all. With just under two months until the U.S. government’s Sept. 17 deadline, TikTok still hasn’t finalized a deal to spin off its American operations. A key investor has pulled out, leaving the proposed “TikTok U.S.” restructure on shaky ground. The platform technically remains in violation of U.S. law, and its future now hinges on geopolitical negotiations and presidential discretion.
What this means for real estate professionals:
TikTok still leads the pack when it comes to trend culture, discovery and influence — especially among younger buyers and renters. From viral sounds to content formats that spread across platforms, TikTok is often where trends are born. That makes it a smart testing ground for content ideas and a valuable space to build brand recognition.
But with regulatory uncertainty looming, don’t rely on TikTok alone. Use its new scheduling features to stay visible and consistent, and repurpose your best-performing clips across Instagram Reels and YouTube Shorts. The key is flexibility — show up where your audience is now, but be ready to pivot when the winds shift.
Instagram says ‘link in bio’ is safe
Despite persistent rumors, Instagram chief Adam Mosseri has confirmed that using “link in bio” in your captions does not limit reach. The phrase won’t hurt your post’s performance, though lackluster content or overreliance on the link itself might.
What this means for real estate professionals:
Feel free to say “link in bio” — just make sure the post it’s attached to is compelling on its own. Instagram rewards engagement, not just instructions. If your call to action leads somewhere valuable, your caption should reflect that, too.
TL;DR (Too Long; Didn’t Read)
- Trump’s AI plan ditches the brakes: Aims to fast-track AI infrastructure, drop regulations and favor “neutral” models aligned with so-called American values — potentially reshaping the AI landscape for years.
- Meta goes all-in on AI-generated ads: By 2026, brands could rely on AI to fully create, target and optimize ads — raising questions about control, creativity and authenticity.
- YouTube Shorts adds generative AI tools: New features animate photos, sketches and more, lowering the barrier for short-form video creation and storytelling.
- TikTok adds scheduling — and faces a ticking clock: New in-app post scheduling helps creators plan, but the looming U.S. ban keeps the platform’s future uncertain.
- Instagram debunks “link in bio” rumors: Using the phrase won’t hurt your reach — but weak content still will. Focus on quality over hacks.
Staying ahead of AI isn’t optional — it’s essential. As platforms roll out new tools and policies shift with the political winds, the agents who thrive will be those who adapt quickly, stay informed and lead with intention. Don’t just chase the latest features — understand how they fit your brand, your audience and your long-term goals.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.