🔍 All Case Studies: Blogs & Videos

This week’s playbook landed a $17,750,000 listing and over $15,000,000 in active listings as a 27-year-old with zero network or connections in the luxury market.

I’ve been writing these playbooks now since 2019 but restarted in 2022. Barely.

A little more consistently in 2023.

Now, we have over 4,100 agents, and the Breaking and Building Leaders brand is finally taking shape.

I want it to be the “Tools of Titans” (by Tim Ferriss) for real estate.

Where we distill case studies like the Harvard Business Review for real estate.

I believe information is a commodity and should be shared. Implementation is what separates good vs. great.

So I hope you find these helpful. Not just inspirational but actually practical & tactical.

I’m grateful for value your time and attention, so I keep striving to make these better so you can keep growing your business.

A huge new announcement: Thank you to Jimmy & Listing Leads for partnering with us so we can keep creating the best for you to win more listings & grow your business, but more on that below.

Let’s grow faster, further, together 🙂

— Andrew

Playbook

Jonathan Vega has an unconventional take on the traditional listing video that wins him millions in luxury listings.

Even landing him a $17,750,000 listing.

With over 75,000 followers and nearly $15 million in listings, his 10 to 40-minute listing videos make you want to list your house with him.

Yet, he did this with zero network in the luxury market and was even mocked by a few other realtors in the beginning.

❝

"I decided that I really had to get creative and think outside the box... do things that other people weren't doing in order to stand out."

- Jonathan

So let’s break down Jonathan’s share-worthy listing videos.

While Jonathan’s hooks are good with some psychology tricks, his presentation throughout the video is where Jonathan really shines.

Nearly every hook on YouTube has these 3 parts in some aspect:

  1. Promise - you make a promise of what the video is about.

  2. Proof - you provide proof or a reason to believe you.

  3. Plan - you tell them what to expect next.

But you still need to follow a logical flow for the video to make sense.

Jonathan takes you on a tour like he would take a real buyer.

This makes you feel like you’re there seeing the house with him.

But the real secret to YouTube is watch time and keeping you watching longer.

There’s no shortage of psychology tricks to build anticipation.

No matter which way you do it, it may feel unnatural at first, but then you figure out how to be more creative.

Yet, Jonathan’s biggest asset isn’t any secret hack. It’s his personality.

❝

Property tours don't have to be so boring.

- Jonathan

Jonathan uses:

  • humor - to make the tour more fun

  • sensory imagination - hear, see, smell, touch, and taste

  • creating scenes - so you imagine life in this home

  • personal connection - so it’s not just “facts” but sharing his own personal opinion

To make you feel like you’re touring with a friend.

❝

No one likes salespeople. People don’t like to be sold, but they LOVE shopping with friends.

- Jeffrey Gitomer (and Ryan Serhant)

So, instead of focusing on selling the house, focus on showing the house to your best friend.

More importantly, if you want better listing videos like Jonathan:

  1. Have a hook

  2. Be intentional when touring the house

  3. Keep viewers interested

  4. Have fun and make it memorable

  5. Try going longer (if you’re curious how even if you don’t have a $20M listing then check out the lifestyle tour playbook)

But if you want to dive deeper into Jonathan’s playbooks then check out his recent podcast on Breaking and Building Leaders!

In this listing video & luxury masterclass, meet Jonathan Vega, a top Miami Realtor in one of the most competitive luxury real estate markets in Coral Gables, Pinecrest, Coconut Grove and beyond.

But starting in real estate at 18 years old with zero network, he had to find a way to break in and stand out.

Now, he has well over 75,000 followers across YouTube, TikTok, and Instagram and is quickly becoming what some may call the "Ryan Serhant" of Miami.

So here's his story and his secret to luxury home tours, which helped him break into the industry and stand out as a 20-something.

We talked about👇 

  • 00:00 - How did an 18-year-old with zero connections break into Miami's luxury market?

  • 01:09 - From sacrificing weekends to $17.75 million listings

  • 02:48 - The $40 gas lesson from his parents

  • 05:43 - How did a 21-year-old get adults to trust him with million-dollar deals?

  • 07:22 - The simplest yet most overlooked thing in real estate?

  • 09:02 - Why understanding TRUE client motivations is the key to sales

  • 09:58 - How to follow up with value and avoid being a pushy salesman

  • 12:25 - A top luxury agent said, "Dude, give it a rest." - Jonathan's response

  • 13:43 - What's Jonathan's creative process for his popular 20-minute property tour videos?

  • 14:40 - Jonathan knows practically nothing before he shoots a video

    15:28 - The secret to keeping viewers engaged during long home tours

  • 17:39 - Why shoot a 48-minute house tour?

  • 18:24 - Partnering with the right video team for long-term growth

  • 19:34 - Are listing videos worth the investment?

  • 20:15 - Instagram vs YouTube videos

  • 20:44 - How Jonathan shoots videos for other agents' listings

  • 21:38 - Why did Jonathan land on property tours?

  • 22:15 - How social media got him a $17.75M listing & made people hate him - viral Miami parody story

  • 24:16 - Why you just want people talking about the house

  • 24:27 - Why quality listing videos are high-leverage content

… and way more!

Watch it now on Breaking and Building Leaders YouTube!

Working on Campaigns to Help You Get Listings

I’ve been working with Jimmy & Listing Leads and am excited to announce the partnership with code “ANDREW” at checkout to get 50% off your first month so you can get more listing leads.

We use many of their campaigns every month:

  • Monthly Email, Mail, Text, and Phone - Listing Campaigns and Scripts

  • Coming soon… 🤫 AI to customize the campaigns

  • Coming soon… 🤫 Real estate-specific Top Ads Library with AI breakdowns to customize

  • Coming soon… 🤫 Real estate-specific Top Content Library with AI breakdowns to customize

However, the whole goal of their platform is to help agents get their next listing and provide copy-and-paste templates that actually perform.

So, if you never heard of them, definitely check it out below.

A few of you asked how you can support the podcast & newsletter; this is one way.

More importantly, it’s probably one of the few ways that have been proven to help you get listings now.

Get 50% Off Your First Month For More Listing Leads

The reason YouTube can feel more difficult than most platforms is the number of steps, people (strategy, design, writing, filming, editing, posting, etc.), and the effort involved with creating a 10-minute vs. 1-minute video is drastically different.

However, many people start out even with just an editor or thumbnail designer and get to $100,000 or $350,000 (Matt Lunden) in GCI.

So it’s not impossible.

If you want to grow on YouTube in 2024 & 2025, here’s a list of 127 of the best real estate YouTube channels for inspiration & ideas.

Rapid Fire:

That's it for today!

But if you have any questions, then reply & let me know. Your questions help me make my next case studies & playbooks 🙂

Let's have an amazing week!

Andrew Bayon

P.S. Want us to execute for you and be your marketing team so you can focus on your clients and team? Reply with “VIDEO,” and I’ll send a video showing what we do.

Or you can schedule a time to chat, during which I’ll give you a complimentary marketing strategy you can implement.

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