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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.
June is here, and brands are navigating familiar terrain with a new level of caution. From rainbow logos to ad placement strategies, what worked a few years ago may not always be effective in 2025. This continues to highlight a constant shift toward authenticity in both values and voice.
Whether it’s how you show up for Pride Month, experiment with Threads or use AI tools like ChatGPT in your workflow, remember: It’s not just what you do — it’s the how and the why that matter.
Pride Month and the evolving role of brands
This year’s Pride Month has brought a noticeable shift in how brands show up — or don’t.
Where rainbow logos and merch were once standard, now many companies are scaling back. Some are reacting to political pressure or consumer backlash, while others are reconsidering how to show support in more meaningful ways. This corporate retreat has sparked important conversations about authenticity, tokenism and how communities perceive performative allyship, especially during June.
What’s happening:
- Companies pulling back: BarkBox was criticized after internal messages revealed plans to cancel Pride campaigns. Target had its sponsorship rejected by Philly Pride organizers who were skeptical of corporate motives.
- Trust is fraying: Consumers and LGBTQ+ communities are pushing back on what they see as empty gestures or “rainbow capitalism,” where Pride becomes a seasonal marketing campaign instead of a year-round commitment.
- Some brands are doubling down: Others, like the San Francisco Giants, are continuing or expanding their Pride efforts, with clear ties to long-standing values and action.
Questions for real estate professionals to ask
Before you post about Pride Month, take a step back. Instead of asking “Should we say something?” — ask “What do we stand for, and how do we show that?”
Here are a few questions to help guide that reflection:
Brand alignment
- Do we support LGBTQ+ clients, vendors or team members year-round, or only during Pride Month?
- Are our marketing materials and language inclusive?
- Have we taken actions that demonstrate allyship beyond a single social media post?
Audience and authenticity
- Is our support for Pride aligned with the values and expectations of our audience?
- Are we prepared to receive feedback — both positive and critical — and respond thoughtfully?
Internal culture
- Do LGBTQ+ members of our team feel supported, heard and included?
- Are we promoting a work environment that is safe and affirming for all identities?
If you choose to show support, here’s how to do it well
If your answers point toward authentic alignment, here are a few ways to engage online in a way that reflects genuine support:
1. Share stories, not just symbols
Highlight LGBTQ+ homeowners, community leaders or team members (with consent). Focus on real experiences and why inclusive housing matters.
2. Use your platform for education
Explain why inclusive language in listings matters. Share resources on housing discrimination or how to be a more inclusive agent.
3. Partner locally
Collaborate with a local LGBTQ+ center, sponsor a Pride Month event or donate a portion of June commissions to a housing justice cause.
4. Lead with values, not visuals
Avoid slapping a rainbow on your logo without context. Instead, post a message from leadership or team members about why Pride matters to your brand.
5. Engage beyond June
Continue to support inclusive policies, training and representation in your business. Make your content reflect real inclusion all year.
In today’s climate, silence may speak — but so can shallow statements. As a real estate professional, your brand can build trust by leading with clarity and compassion. If you choose to show up for Pride, let it be with purpose, not performance.
Threads ads are live, but most brands are still circling
With more than 350 million monthly active users, Meta’s Threads is no longer just the new kid on the block — it’s an emerging space for brand awareness. Since opening its doors to advertisers in April, Threads has drawn interest, but not a rush. Many brands remain in “wait-and-see” mode, weighing its staying power and strategic potential.
The catch? Threads ad inventory can’t be bought alone — it has to be bundled with other Meta placements. That’s made it less appealing for cautious advertisers, even though agency pros are calling it a “low-risk, high-learning opportunity.” In other words: A safe space to experiment.
So, what is currently working? Organic content. Agencies are advising clients to build an organic presence first, not to drive sales, but to develop a more authentic, human voice. Some brands are treating Threads as a testing ground for tone and personality, rather than a direct-response channel.
For real estate professionals, Threads offers a chance to get ahead of the curve. There’s less competition, more room to be playful and a growing user base watching for fresh voices. Think of it as a sandbox: Try short takes on market trends, hyperlocal commentary or behind-the-scenes posts. Skip the hard sell and focus on connection, because early adopters often get the biggest boost when the platform scales.
ChatGPT adds app integrations and meeting summaries — but is it ready for daily workflow?
OpenAI is positioning ChatGPT as a central hub for work by adding new features that connect it with tools like Gmail, Google Drive, Microsoft Teams and GitHub. In theory, this means less tab-hopping and more seamless access to the info you need, without manual uploads. It even shows the source of each response, making it easier to verify key details.
Another update: ChatGPT can now record and summarize meetings, offering transcripts, action items and key takeaways. It’s designed to streamline everything from brainstorming sessions to client recaps.
For real estate professionals, these features could reduce time spent on admin and follow-up, but only if they integrate smoothly into your existing systems. It’s worth exploring, especially for solo agents or small teams looking to stay organized — just keep an eye on whether the tech matches your workflow.
TikTok doubles down on brand tools — from insights to conversions
TikTok’s newest updates aim to make brand marketing smarter, not just splashier. With the launch of Market Scope, a first-party analytics platform, marketers can now segment audiences by funnel stage, track brand sentiment and discover top-performing products and keywords — all from inside TikTok.
They’ve also introduced Brand Consideration Ads, a new mid-funnel campaign objective designed to reach high-intent users based on in-app behaviors, such as searches, shares and clicks, which convert at rates 14 to 16 times higher than awareness audiences.
Other updates include TopView upgrades, featuring new interactive add-ons such as gift boxes and a guaranteed audience reach feature, as well as direct linking from brand ads to TikTok Shop, streamlining the path from discovery to purchase.
For real estate professionals, these tools offer a new way to move beyond brand awareness and guide potential buyers or clients down the funnel — whether that means building your audience, gathering insights or driving people to book an appointment.
TL;DR (Too Long, Didn’t Read)
- 🌈 Pride Month branding is under a microscope: Many companies are pulling back, but others are leaning in with purpose. Before posting, real estate pros should assess values, culture and community alignment.
- 📱 Threads ads are now live, but most brands are starting with organic content to test their voice and tone before investing.
- 🤖 ChatGPT integrations and meeting summaries could streamline work, but adoption depends on how well they fit into your existing systems.
- 🎯 TikTok’s new brand tools give pros more power to track engagement, build mid-funnel audiences and drive conversions, not just awareness.
Building trust online isn’t about flashy content or checking a box — it’s about showing up with purpose. Whether you’re navigating how your brand supports Pride or experimenting with emerging platforms like Threads, the real opportunity lies in leading with clarity, not just visibility.
For real estate professionals, that means trading performative posts for meaningful presence — the kind that reflects your values, builds connection and resonates long after someone scrolls by.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
