[T]echnology: Claude Again
[E]ducation: Realtor.com+
[C]oaching: Winning Strategy
[H]ow To: Often To Post & When
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[T]echnology: Claude Again
Last week I talked about Claude Cowork. Today I’m diving in headfirst to help me with a task that I’ve put off for far too long…cleaning up my Inbox. 🧹
For you neat freaks, rest assured…it’s organized chaos. Also, Google’s always had a great search feature (they’re kind of the best at that), so I’ve never found the need to purge everything…but I do this about every 5 years and I’m running low on the 2TB of storage I pay for.
So here we go…👀
After confirming the plan. It got right to work. 🤯
Right away, I’m amazed by the speed. Many of the other systems I’ve used think about their actions for quite a while before executing. Claude seems to already know what it’s going to do and how to do it.
This sounds like a trivial task, but imagine Claude pulling CMA’s for you for all of your past clients and sending it to them by email.
Yes, it can do that.
Pair that with humanoid robots going on sale by the end of next year (my wife said no 😢), and we’re in for a wild AI ride over the next 12-24 months.
Mark my words. 2026 will be the year of proactive AI. You’re no longer going to have to ask AI to do XYZ. It’s just going to do it.
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[E]ducation: Realtor.com+
There’s a new tool rolling out that hints at a much bigger shift in real estate tech. ⬇️⬇️
On the surface, it looks like a shared home search tool for agents and buyers.
But zoom out, and it feels like something else entirely.
This launched with Canopy MLS and is expanding to 15+ MLSs, representing more than 122,000 agents. 🤯
That kind of rollout doesn’t happen by accident.
For years, one company has owned the consumer side of real estate search and it’s not Realtor.com
Buyers start there.
They stay there.
And agents adapt around it.
That stranglehold has shaped how clients search and who controls the relationship.
Realtor.com+ feels like a direct response to that.
Instead of trying to win consumers by bastardizing agent relationships or charging agents a fortune, Realtor.com is leaning into the relationships agents have with clients.
This isn’t a closed ecosystem.
It’s an MLS member benefit.
It’s free. 💸
And it’s available equally to every member who has access.
Rather than building another consumer first platform that rents attention back to agents, Realtor.com+ is trying to rebalance the relationship.
Agents already have the client.
Now they get a shared workspace to search, message, plan tours, and review market data together. 📊
No screenshots.
No jumping between apps.
No wondering if your client is still scrolling somewhere else.
My bigger takeaway…⬇️⬇️
This is a shift in Realtor.com’s business model.
Less focus on monetizing consumer eyeballs.
More focus on becoming the infrastructure agents actually use.
If that’s the direction, it’s a smart one… this will directly compete with Zillow’s infrastructure it acquired…dotloop, Showingtime, Aryeo, FUB…literally every tool agent in the process.
Because the next phase of real estate tech won’t be about who owns the consumer.
It’ll be about who helps agents do the work better.
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[C]oaching: Championship Team
First and foremost, congrats, Todd Stock and your Hoosiers on a fantastic win! Next, thank you Charlie Foxworth for sharing this graphic:
These are such simple principles, but they led to a National Championship. 🏆
I know this may seem like a cop out of a Coaching Section, but seriously read the list above with intent and ask yourself how you can implement each of them in your business.
It doesn’t matter that you don’t have a “Team”. Your “Team” could be your office staff, your broker, other agents in the office, and surprise…even your clients.
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[H]ow To: Often To Post & When
I actually get asked this quite a bit. You see such a wide range of opinions on this topic, but I also think it depends heavily on the platform. Each social platform attracts a different audience and has its own “unspoken rules”. So let’s break it down…⬇️⬇️
You often hear advice about posting multiple times a day. I couldn’t disagree more when it comes to Facebook. People do not want to see your real estate content clogging their feed. When that happens, your content becomes saturated—and that’s how you get unfollowed or unfriended. ❌
For Facebook, I recommend at most once per day, but I find a more comfortable and realistic range is 3–4 times per week.
Relatable content with YOU in it will almost always perform better than graphics. A selfie showing a house, closing-day photos, or a quick picture of you with your laptop after submitting an offer will typically outperform a generic home maintenance tip. That said, graphics can still be helpful on days when you just don’t have much to say. 💬
Instagram Stories? You can post multiple times a day if you’d like.
For regular posts, though, I recommend the same strategy as Facebook. You don’t want to clog everyone’s feed with five posts a day. Three to four posts per week is perfectly fine and very attainable.
TikTok
This is where we start to switch gears. ⚙️
On TikTok, if the content is good, go ahead and post as much as you want throughout the day—the more, the merrier. That said, we’re all busy, so once a day is also perfectly fine and very realistic.
The more you post, the more eyes you get on your content. However, if you’re posting without much thought, don’t expect a viral moment. If you wouldn’t watch it twice, odds are no one else will watch it once.
YouTube
I follow a similar strategy here as with TikTok. Post away—post ten times a day if you want. Just remember: if the video isn’t good, it likely won’t get the traction you’re hoping for. That said, more content still means more visibility. 👁️
I think of LinkedIn as a place to celebrate business accomplishments.
This is where you should be posting closing-day photos, client reviews, and wins—anything that requires a little toot of your own horn. 🏆 That type of content drives strong engagement and shows other professionals that you’re experienced and good at what you do, which is exactly what LinkedIn users care about.
I also believe LinkedIn is one of the most underutilized platforms, and more people should absolutely be using it.
When to Post
You may have heard people say that posting time doesn’t matter if the content is great. And yes—if your content is truly groundbreaking, it will perform regardless.
But let’s be honest: day to day, most of us aren’t posting groundbreaking content. So timing does matter. 🕰️
You don’t want your post getting buried immediately by everything else hitting the feed. What I tell people to think about is this: When are YOU usually scrolling?
Early morning when you wake up
A midday break
In the evening before bed
That’s typically when the average person is scrolling too. Think 7 AM, 9 AM, noon, 3 PM, and around 8 PM.
This is why strategy matters when you’re spending time and effort posting. There isn’t a magical pill for virality—believe it or not, it takes real thought and planning. If it were that easy, I wouldn’t have a job. LOL
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-Ty Morton + Abby G