I heard Tom Ferry mention that most agents slow down during the holidays.
Jimmy Mackin has said now’s the time to build with over 2.5 million potential sellers on the sidelines.
While Lance Lambert found that the magic mortgage rate to get people moving is 5.5%.
The MBA forecast shows that, throughout 2025, the average mortgage rate will be 5.9%.
Yet most agents know the business today was built 6 to 12 months ago.
So if you want to build for 2025, “now’s the time to build.”
In Q4, most take weeks off.
To help, I outlined a few things in this newsletter:
How one agent uses YouTube to sell $50M a year (plus more with IG).
How the #1 team in Louisiana selling 400+ homes stepped into production this year to sell $17M with these 3 lead sources AND his exact scripts!
A 2-hour advanced email webinar on how you can turn your email list into listing appointments.
Enjoy!
— Andrew
Playbook
The phone rang. It was a call from jail.
That was the moment Adam Morejon knew he needed to change his lead generation strategy. After spending $1000s on Facebook ads that brought in sketchy leads, he realized there had to be a better way to build his real estate business.
Fast forward to today: His team is closing $50M+ in annual sales, purely from organic content. His YouTube channel adds 1,000 subscribers monthly. His Instagram grew from 0 to 26,000 followers in just 6 months.
But here's the crazy part: He started with zero video experience, shooting with a basic green screen in his office.
The Turning Point
When COVID hit, Adam's relationship-based business came to a screeching halt. No more in-person meetings. No more handshakes. No more deals.
He needed to pivot. Fast.
After the jail call incident with Facebook ads, he started Googling alternatives. That's when he discovered something that would change everything: organic content marketing.
The YouTube Journey
Adam didn't just dip his toes in. He dove headfirst into YouTube:
Year 1: $7-10M in sales from YouTube leads
Year 2: Jumped to $28M
Year 3: Exploded to $50M
2024: On pace to shatter all previous records
But here's what makes Adam different: While other realtors were posting generic "how to buy a home" videos, he took a different approach.
"To most people, that's not interesting," Adam explains. "You're not going to be some special guru because you tell somebody these are the steps to buy a home."
Instead, he became Tampa's unofficial tour guide:
Community tours
Local restaurant reviews
Hidden gems
Neighborhood deep-dives
Real estate market updates
He wasn't just selling houses. He was selling Tampa.
The Content Machine
Start with three core pillars:
Living in Tampa
Moving to Tampa
Where to live in Tampa
Let each pillar grow branches:
"Living in Tampa" → Top 10 things to know
"Where to live" → Individual neighborhood breakdowns
"Moving to" → Relocation guides
Listen to the audience:
When commenters asked about schools → Made school district videos
When they asked about young professionals → Created neighborhood guides
When they wanted affordability → Showcased value areas
Later, he adapted his content strategy to focus on:
Area Guides
Neighborhood Tours
New Construction
Lifestyle Content
The Future
Today, Adam's building something bigger than just a real estate channel.
He's creating Tampa's local media brand:
YouTube bringing in relocating buyers
Instagram capturing local audiences
Blog posts ranking #1 for "Living in [City]"
Website getting 2,000+ organic visitors monthly
From a guy who started with a green screen to a multi-channel media mogul, Adam's story proves one thing: In the age of content, the best way to sell real estate isn't to chase leads.
It's to become the destination they're already searching for.
"I'm not always trying to go viral," Adam says. "I want people who are going to call me and translate to a sale."
The Family Man's Empire
But here's what makes Adam's story truly remarkable. He's built this team while:
Taking 9 vacations per year with his family
Attending every one of his kids' soccer games
Coaching youth sports
Being present for family moments
The trigger? A wake-up call when his 2-year-old daughter kept looking up at him while he was on the phone: "Baby, hold on, Daddy's on a phone call..."
He realized: She would eventually stop looking up.
That's when he made the hardest decision: giving up 80-90% of his deals to his team. He focused on content creation while his team handled the leads.
Mission accomplished.
If you want to dive deeper into how to build a YouTube channel like Adam, then check out the full podcast on Breaking and Building Leaders!
“I was exposed to playing bigger. I saw these people standing on a stage that was making 500 sales per year. And I said to myself, well if they can do it, I can do it.”
Trey Willard’s journey from nightclub DJ to building Louisiana’s #1 real estate team is a masterclass in reinvention.
Today, he opens up about the real story behind scaling to $144M in sales during one of the worst markets since 2008. Trey leads The W Group across three markets, has closed over 490 transactions in a year, and manages a database of 50,000 contacts while sending personal video messages to past clients.
We cover:
How he scaled from 15 to 43 agents during a 26% market decline (and sold $17M himself as a team lead)
His controversial 90-day probation system that transformed recruiting (why he fires nearly 80% in 90 days)
Why most teams fail at expansion (and how he succeeded in 3 markets)
The exact 36-touch system that keeps past clients coming back (plus exact scripts he used to sell $17M this year)
How his operations director codes custom AI solutions
The spiritual journey that broke his limiting beliefs
Balancing a successful business while being present raising young daughters
While other team leaders step away from production, he’s still in the trenches, showing what’s possible through action, not just words.
After you watch let me know what you think - if you like it and I should do it more!
Watch it now on Breaking and Building Leaders YouTube!
Packaging (Topic + Title + Thumbnails) of the Week
2.6x - A Day in The Life of Living in {CITY, STATE}
2.5x - INSIDE the Brand {BRANDED} Residences in {CITY} + Touring a {PRICE + SIZE UNIT} Condo!!!
3.1x - The BEST Things To Do in {CITY} - {DATE, YEAR}
1.5x - Undoubtedly the BEST {TYPE OF} HOME I've Ever Toured | {BUILDER NAME}
2.4x - It’s Time To BREAK Your Mortgage In {CITY, STATE}
5.6x - Downtown {CITY}’s “Dramatic Change”
7.5x - {CITY} Residents Brace for Major Tax Hikes
6.7x - This {CITY} Neighborhood Will Have HUGE CHANGES in 2025
2.9x - {CITY} Real Estate: The Future Of The Condo Market 📈
6.5x - The Truth About {CITY, STATE}
I hope these help inspire your next video!
In partnership with Chris Smith:
This free email masterclass is one of Chris Smith’s (founder of Curaytor) most liked workshop he’s ever put on.
On November 19th, he’s revealing the complete playbook behind 125 straight weeks of the Chris List:
You'll discover:
Why the "Chris List" formula gets opened 2.4X more than normal real estate emails
How to turn your database into your best lead source (without being salesy)
The exact templates we use in Charlotte, Tampa and 23 other markets
ChatGPT prompts that write your emails for you
how to turn your email list into listing appoints
Plus, I’ll be sharing what’s helped us scale 15+ hyper local newsletter from monthly to weekly
If you're tired of missing out on listings from your database, join us:
That's it for today!
Curious to hear your results after you implement 1 of these into your business!
Time to build for 2025!
Andrew Bayon
P.S. Want a free Marketing Systems Audit? Reply with “AUDIT” and I’ll send a video showing you the 3 key systems to help you attract more listings at scale.
Or you can schedule a time to chat.
