This one was sent later than I hoped, thanks to the hurricane in Tampa.
If you’re in Florida or know someone here, I hope they fared well with the storm.
So, what could your business look like if you stood out in your market & generated consistent inbound leads every month?
This playbook is with a Serhant branding expert who has helped hundreds of agents do just that.
You might just be missing one of only 3 things we’ll break down today.
With 3 case studies showing what they did:
Agent 1 closed $9M in 12 months from 1 platform in a new market.
Agent 2 closed $10M in their 1st 10 months in business
Agent 3 closed a $700k listing in only 12 weeks, posting consistently
So, if you’d like to add more inbound listings & clients, keep reading!
After you check it out, let me know what you think of it, too!
— Andrew
Playbook
So, where do you even start when building a personal brand?
Candice Carcioppolo, Senior Brand Strategist at Serhant, has helped thousands of agents, and this is her personal branding masterclass for agents.
On the podcast, we broke down 3 of her agent case studies:
Todd (in his 50's & a new market) closed over $9 million in deals within 12 months of starting on YouTube
Shane (brand new to real estate) closed over $10 million in his first 10 months with micro-events
Katherine (in her 50s) got a $700,000 listing with only 800 followers in less than 12 weeks
This is her 3C Method behind building a personal brand that lands dream clients.
1. Know Your Client Intimately
Todd, for example, focused on conservative families looking to move to Knoxville. He understood their desire for a community aligned with their values.
Shane, on the other hand, targeted luxury clients, understanding their need for efficiency and high-end amenities.
“You have to know your clients intimately. That means understanding their fears, their pain points, what they’re struggling with, what they desire.”
Todd and Shane told Candice who their most likely ideal clients were based on who they “generally” work with.
Based on your:
Interests
Hobbies
Passions
Daily life
Friend group
There are people you “generally” tend to work with. Candice says to focus on those and build content for them first.
2. Consistent, Valuable, Content
Show the journey - don’t just post just listed & just sold
Share personal interests - if you enjoy boating or walking, and so do your clients, talk about that (and how where you live affects it).
Pre-emptive answers - answer the questions your clients ask you in emails or conversations with content (scale 1 to 1 → 1 to many).
Stories - share behind the scenes of the day-to-day or week-to-week.
Todd leveraged YouTube to create long-form content about Knoxville, addressing potential clients' questions before they even asked.
Shane used Instagram to showcase the luxury lifestyle, giving glimpses of country club meetings and high-end properties.
"So if you just post just listed, do you want to sell your house? That's boring? AF.
Your followers don’t really care about that.
They don't trust you yet.
They don't know you.
They don't like you.
So if you're creating that value add that's really speaking to their desires, their pain points, their needs and what they actually want, and you're asking them to take the next right step with you.
It's not a buy a house, it's a conversation. That's how you make the sale."
Katherine's success with just 800 followers proves that it's not about the number of followers, but the quality of connections you make.
When you watch an 8 to 18-minute video on YouTube, you earn their trust by asking them to click the link below if they’re looking to buy or sell.
However, if you just posted a picture or a 30-second reel, 1 post hasn’t earned the right.
Now after a handful of value-add content, then you can make an ask:
Repetition: Mentioning the call-to-action multiple times in the video
Visual cues: Using pop-up text to draw attention to the call-to-action
Clear instructions: Telling viewers exactly what to do (click the link below)
Relevance: Tying the call-to-action to the viewer's potential needs or desires
Confidence: Being "unapologetic" about asking viewers to take action
How did Todd & Shane decide between Instagram vs. YouTube?
Todd was more long-winded and wanted to create long-format content, so YouTube was a better fit for him.
Shane was more lifestyle & design-driven, so Instagram and events were a better fit.
3. Strategic Collaborations
Shane exemplified this by creating "Real-De-Fy" events, combining real estate, design, and finance.
This allowed him to collaborate with professionals from different fields and expand his network.
"Everyone is waiting for someone to recognize them, but if you're not giving them a reason to recognize you, you're not in front of them, it's not going to happen."
Collaborations whether it’s:
Collabing on Instagram Posts
Going Live Together on YouTube
Cross Promoting on Email Lists
Hosting Events With Partners
You speed up getting attention by not just leveraging your own platform but others as well.
"It's going to take a consistent 3 to 6 months (often longer), realistically, on any platform, to start seeing the results that you want."
If you want to dive deeper into how to build a magnetic personal brand with Candice, then check out the full podcast on Breaking and Building Leaders!
In this conversation, I sit down with Aaron Grushow, the real estate marketing genius who turned the world's most luxurious market on its head. Landing a $45 million listing with an iPhone and 1 email.
Before you think this only works for ultra-luxury or just luxury homes, think again.
This conversation is packed with actionable insights, and Aaron breaks down exactly how anyone can grow and use social media to sell more listings.
We cover:
How Aaron landed a $45 million Montecito listing in his 20s
How he grew from 0 to +1.4 million followers
The secret 3-5 second hook that makes home tour videos go viral
The cold email strategy that landed him ultra-luxury listings
How he turned open houses into a social media goldmine
The power of content collaborations to grow & sell more homes
Let me know what you think after listening to this episode!
Watch it now on Breaking and Building Leaders YouTube!
Packaging (Topic + Title + Thumbnails) of the Week
The Best Things To Do in {CITY} - {MONTH YEAR} - (Las Vegas Gal)
Why? This is timely and relevant to what people care about today (this month). We’re always curious about what’s going on.
People Are MOVING to These Cities in {CITY} in {YEAR} | Best Places To Live - (Where to Live Atlanta)
Why? Everybody wants to “Keep up with the Joneses,” which means they want to know what everyone else wants.
{CITY}’s MOST WALKABLE Neighborhoods Near {DESIRABLE PLACE} - (Living in San Francisco California)
Why? Walkability is a massive trend because wellness is a mega trend in the world today.
Home Upgrades People REGRET After Moving To {CITY} - (Living in Nashville Tennessee [The Original!!])
Why? This plays on the fact that we deeply care about losing money, regret, etc.
Touring {CITY)'s ULTRA-WEALTHY Neighborhood! - (Living in San Francisco and Marin County)
Why? Long-form (this is 35 minutes…) walking tours are popular now; it feels “complete” vs. short videos. People also want to see what it’s like living in the best areas.
{BIG EVENT} Aftermath {CITY, STATE}: Storm Surge Flooding - (Matt Leicht)
Why? This was hyper-relevant to culture, and he followed it up with the housing market video to tie it together to real estate.
Discover MASSIVE LUXURY NEW HOMES In {CITY}’s TOP SUBURB - (Living in Sacramento California)
Why? People will always want to see the “biggest”, “newest”, and “best”.
INSIDE A $2.79M ENTERTAINER'S Luxury Dream Home with Hillside View | {CITY, STATE) - (John Bourgeois - Nashville Tennessee Real Estate)
Why? Real long-form listing videos are killing it (this is 42 minutes…) because it feel more complete, and YouTube also favors keeping people on longer.
So that you know, the numbers on these are usually 10x to 100x outliers.
These topics outperformed.
Remember, packaging, aka topic + thumbnail + title, is about psychology.
The topic is the 80-20 (Pareto’s Principle), the 20% of the work, that gets 80% of the results.
In partnership with Listing Leads:
So, our buddy Krys wants to jump from $860k to $5M+ listings.
His deadline? 112 days until the end of the year.
The marketing campaign to make it happen? A FedEx envelope you won’t believe.
When you want to break into a new market like Krys, you can't play by the old rules.
In this week's video, I break down:
The 3-part letter series that turns expired listings into gold (& why expired are a goldmine)
The $250 FedEx investment could land more luxury listings
How to create a "Professional Listing Review" that gets opened and watched
The "Oatly strategy" for breaking into luxury real estate
Plus, I'll show you how this 1 campaign could become a $36M to $72M annual marketing strategy.
Want to differentiate yourself and stand out in your market?
Which specific content in this newsletter did you like BEST?
That's it for today!
Curious to hear your results after you implement 1 of these into your business!
If you have any questions about marketing, building your brand, etc., then reply & let me know.
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.
