One of my better-performing real estate videos started because I was irritated with luxury vinyl plank flooring.
There was no content calendar behind it. I wasn’t dressed for a shoot. I wasn’t thinking about lighting. I had been showing houses, buyers kept commenting on the flooring, and eventually I sat down in my rocker and talked about it.
I said I hated LVP.
People had thoughts. 😂
When I checked the video later, it had nearly 20,000 views, close to 400 likes and 235 comments. Those numbers were captured in my own account during an August 2026 coaching conversation, so they are a snapshot, not a promise that having a flooring opinion is some magical engagement strategy.
The useful part was why I had the opinion in the first place.
I had heard the same thing during real showings
That week, buyers had repeatedly reacted to LVP flooring.
They weren’t asking me for a national flooring trend report. They were walking into houses and saying some version of, “I don’t want these floors.”
After hearing it enough times, I had an opinion too.
So I talked about it.
That is a completely different starting point from opening an AI tool and asking, “What controversial real estate topic should I post about today?”
The flooring conversation existed before the content did.
It was specific to what I was hearing from the people I was physically walking through houses with. Someone in another market might have buyers asking for LVP because they have dogs, kids, rentals or different expectations. Great. Their post should probably sound different from mine.
Mine sounded like someone who had spent a week hearing complaints about LVP and had finally had enough of Big Flooring. 😂
Specific opinions give people something to respond to because the reader knows what you’re saying. “Buyers value updated finishes” is difficult to argue with because it barely means anything. “I have never watched a buyer walk into a house and get excited because it has LVP” gives you a place to start a conversation.
Someone can agree. Someone can tell me I’m wrong. Someone who installs flooring can come explain why I have terrible taste.
Now we have something to talk about.
A useful opinion needs a source
I don’t think every post needs to be a hot take.
That would get exhausting fast.
I also don’t think controversy itself is a marketing strategy. You can say increasingly ridiculous things online and probably get attention. That doesn’t mean the attention has anything to do with the business you want to build.
The LVP video mattered to me because the opinion came from my work.
I was showing houses. Buyers were reacting. I noticed a pattern. I had a reaction to the pattern. Then I shared it.
That sequence gives the opinion context.
It also gives me somewhere to go next. I can read the comments and see what people disagree with. I can answer the person who says they chose LVP because of their dogs. I can talk about what sellers are installing before listing. I can compare how flooring looks in photos with how it feels underfoot. I can ask whether buyers in my market are reacting differently at different price points.
One observation becomes several questions worth exploring.
The comments become research too. They do not become universal truth, but they show me what people want to argue about, clarify or understand.
That is much more useful than chasing another generic list of content prompts.
Pay attention when you care enough to rant
There are topics you explain politely because they’re part of your job.
Then there are topics where your voice changes.
You lean forward. You have an example immediately. You know the exact house where it happened. You can remember what the buyer said. You have a sentence you have apparently been waiting all week to get out of your body.
I want that material.
Maybe yours isn’t flooring. Maybe you have strong feelings about sellers staying home during showings. Maybe you cannot understand why every new construction house has the same light fixture. Maybe you keep finding a specific inspection issue. Maybe buyers ask you about the same neighborhood myth every single week and you’re dying to explain it properly.
Record that.
You can clean it up later. Research the parts that need verification. Remove identifying details. Make sure your frustration isn’t aimed at a client or another professional who didn’t consent to becoming content. Then preserve the part that made you care enough to talk about it in the first place.
My flooring video didn’t perform because LVP is the secret to social media.
It performed better than much of what I was posting at the time after I shared a specific opinion rooted in conversations I was already having at work.
That is the pattern I want to repeat.
Not the flooring.
Although I still hate the flooring.
Related reading: How to Find the Gap Between What You Know and What You Post; The Kitchen-Island Outlet Is Content; How to Turn Client Questions Into a Real Estate Content Plan.
