“While most agents were renting leads at 30–40% referral fees through platforms like Zillow, Matt showed how that same budget could fund a full-time editor, content distribution, and email marketing, all while owning the pipeline.”

When Wilson Leung received that $20,000 monthly package offer from Zillow, he knew there had to be a better way.

Instead of competing for the same expensive leads, Wilson, Matt Lunden, and Brandon (with a combined 110,000+ followers) were quietly building something far more valuable: content brands that generate leads 24/7.

The craziest part? None of them spend a single dollar on paid online leads.

Here's how they're doing it.

— Andrew

PLAYBOOK

"The algorithm is very forgiving when you're consistent. You can mess up on four videos, and if one of them hits, you're still winning the game."

That's Wilson Leung's take on content creation – and it's the complete opposite of what most agents believe.

While Brandon was building his 78K Instagram following and Matt was growing his YouTube channel to 4.5K subscribers, they discovered something surprising:

The platform doesn't matter nearly as much as the strategy behind it.

Brandon put it this way: "People overestimate what they can do in a year and underestimate what they can do in five. Content's the same game."

THE PLATFORM DECISION

Each agent found their sweet spot in a different platform:

BRANDON'S INSTAGRAM MACHINE

• Main focus: Short-form content about Chicago suburbs

• Content strategy: Recycles videos quarterly ("A video I do in January can be repurposed in March")

• Production: Uses a virtual assistant to manage content creation

• Key advantage: Generates leads through story polls, lead magnets, CTAs, and newsletters, then prospects directly in the DMs.

MATT'S YOUTUBE STRATEGY

• Main focus: One weekly long-form video (8-23 minutes)

• Content strategy: Creates content based on questions from his Coastal Delaware audience — people relocating, retiring, or buying in the area

• Production: Delegated editing first, then the entire process

• Key advantage: "I didn't have to worry about coming up with 20-30 ideas each week"

WILSON'S HYBRID APPROACH

• Main focus: Consistent content production across multiple platforms

• Content strategy: Creates "wide top of funnel" content to capture maximum interest

• Production: Reviews analytics to determine which content performs best

• Key advantage: Builds parasocial relationships with viewers

While each agent has found their platform sweet spot, they all agreed on one critical element: hooking the viewer immediately.

THE HOOK FORMULA

All three agreed: the first 2-3 seconds determine everything:

"If you can hit one out of the three, you'll probably be good, but if you hit three out of three, you'll be great."

THE CONTENT THAT ACTUALLY CONVERTS

Matt's observation reveals what most agents miss.

The content that converts isn't about real estate tactics – it's about becoming the neighborhood expert:

Wilson adds: "People see your face all the time. They click to your profile, realize you're an agent, and some of those people are going to be listing appointments."

While these agents invest time in building content brands, most agents still depend on expensive lead sources. The difference in approach is striking.

THE ZILLOW MATH

Wilson did the math on what agents actually pay Zillow:

"With that budget can you build what you're building? Freaking yeah," Wilson explains.

Matt adds: "The tricky part with Zillow is you're renting your business from Zillow. If they decide tomorrow they're changing how they operate, you're at their mercy."

THE COMPLETE ECOSYSTEM

Instead of renting leads, these agents build complete marketing systems where each platform serves a specific purpose.

Brandon's Trifecta:

• YouTube as the knowledge platform

• Email newsletter as the owned database

• Facebook groups for identifying relocating buyers

"When you create that whole content wheel, it all funnels back to email and you can send them anything that you want."

Matt's Community Approach:

• Facebook groups with strategic join questions

• Email nurturing with regular value-adds

• Local branding vs. real estate branding

"Facebook groups are wildly underrated. If you're the one giving information without expecting anything in return, you can create a lot of brand stickiness.

WILSON’S OMNICHANNEL ENGINE

• Main focus: Full-funnel content across short form, long form, and email

• Content strategy: Combines wide-top-of-funnel reach with deep parasocial relationships

• Execution: Started researching and writing scripts himself, now delegates to VAs with SOPs and uses AI for optimization

• Key advantage: Reinvests what others spend on Zillow ($180K+) to build a scalable content ecosystem and own audience

  “You’re renting your business from Zillow. But if you use that same budget to build your media company—you’ll own everything you create.”

WHY MOST AGENTS FAIL

"Brandon did a 30-day challenge. We got a week in, and there were 10-15 people saying, 'I failed.' We're seven days in. You couldn't even commit to your business for seven days, but you want to be a success story?"

Matt's observation cuts to the heart of why most agents can't build content brands:

1. Lack of consistency: When content becomes optional, it fails.

2. Not doing local content: Generic advice doesn't resonate with your audience.

3. Unrealistic timeline expectations: Expecting overnight results from a long-term strategy.

4. Not enjoying the process: "I'm gonna win the long game because I actually love creating content. It's super fun to me," says Brandon.

THE BOTTOM LINE

Wilson, Matt, and Brandon aren't successful because they're special.

They're successful because they refused to rent their business from Zillow. Instead, they built content brands that consistently generate leads.

"People's expectations are messed up," Wilson says. "They want results now, but really it's far in the future. If you can adjust your expectations and commit to just being consistent in whatever you do... that's what it really takes."

If these three can build thriving businesses without spending a dollar on paid leads...

What's your excuse? Watch the conversation with the top 3 agents.