This year, we’re doing something that might seem counterintuitive for a modern business: we’re stepping away from Instagram.

Not dramatically. No flounce. Just a considered decision, made after a lot of thought, conversation, and the occasional raised eyebrow.

The reasons are many, layered, and - like most things worth doing - hard to sum up in a few words. They sit somewhere between the social, the economic and the political, and they all come back to a question we return to often at Brickworks: does this align with our values, and the kind of business we want to be? Increasingly, the answer has been no.

Trust is a tenet we’ve built our business on. It’s the thing that makes people hand over their keys, share their stories, and talk about their hoped-for futures. Instagram, for all its polish, no longer feels like a space built on trust. It’s a platform driven by algorithms we don’t control, incentives we don’t agree with, and a version of success that often rewards performance over honesty.

That’s not a game we’re particularly interested in playing.

From a purely practical point of view, and despite what some may tell you, Instagram doesn’t sell homes. Nor does it meaningfully support the work we do day-to-day, or improve the experience for our clients. We’ve found that the real work - the listening, the supporting, the guiding - happens elsewhere.

And as a small, proudly independent company, we’re choosy about where we invest our time and energy. We’d rather invest our resources into our clients, our staff, and our industry than into a glossy hall of mirrors engineered to turn attention into a commodity. We care about you, and ourselves, too much to keep feeding that machine.

This isn’t about retreating or going quiet. It’s about choosing authenticity over algorithms, presence over performance, and connection over comparison.

In 2026 and beyond, you’ll see us walking steadily in line with our values. Continuing to question how estate agency can be better: a better place to work, a better place to be, and a better experience to step into when it’s time to buy or sell your next home.

Brickworks is ambitious about that - perhaps now more than ever. We want the process to be supportive, and as stress free as possible. Because moving home is one of life’s pivotal transitions, and it deserves more than a filter and a caption.

We work with good people and good property. So if you’re looking for us this year, you’ll find us where it matters most: in conversations, in communities, and in the work of estate agency itself. And on our website, where carefully chosen homes, clear thinking and thoughtful design take centre stage.

And honestly? We’re looking forward to it.