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:

1. How one agent uses YouTube to sell $50M a year (plus more with IG).

2. 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!

3. 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

1. Start with three core pillars:

• Living in Tampa

• Moving to Tampa

• Where to live in Tampa

2. Let each pillar grow branches:

• "Living in Tampa" → Top 10 things to know

• "Where to live" → Individual neighborhood breakdowns

• "Moving to" → Relocation guides

3. 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:

1. Area Guides

2. Neighborhood Tours

3. New Construction

4. 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!