09/04/2026
Operator note, and this one is at my own expense.
We published 73 posts in a week. They earned 64 reactions and 2 comments.
I want to sit in that instead of explaining it away, because most of us have a version of that number and most of us never look at it.
Seventy-three posts is not a content problem. It's a volume habit wearing a marketing plan's clothes. It fills a calendar. It photographs like work. It can run eighteen straight weeks without one person feeling like you were talking to them.
Here's the part that actually taught me something.
The best-performing post of that entire week was a listing post that opened like this:
"There is a red metal shop building out back, and for the right buyer that is the whole reason to make the drive."
One concrete detail. One specific buyer. It beat everything else we put out that week, and it wasn't close.
That's not a clever hook. That's just the difference between writing about a house and writing to a person.
So here's the standard we're moving to: every post names the one person it's for, out loud, before it gets written. If we can't name them, it doesn't go up. I'd rather ship six a day that each earn their first line than fourteen that fill a grid.
If you're running volume right now and it isn't converting, count your comments for one week. Not your likes — your comments. Then tell me what you find. I'll trade notes with you honestly, including the ugly ones.
