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.

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.

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.

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!