Let me guess:
You're posting content. Reels, carousels, listing videos. Maybe you even hired someone to edit it.
And still... nothing. Likes from your mom. Comments from other agents. Zero real leads.
It's not you. It's what you're saying.
Arjun Dhingra has been in the mortgage industry for over 24 years. He's a two-time Taekwondo world champion.
And he's one of the professionals who has built the strongest personal brand in the real estate space.
Arjun spent 2 years creating "professional" content, spending $6,000-$7,000 per shoot.
The result? 0 business.
Until he made ONE shift. And everything changed.
— Andrew
Part 1: Your visibility is the only thing you can control
Arjun was tired of the traditional model: coffee meeting after coffee meeting, begging for referrals.
One day, an agent with only 2 years in the business canceled on him after Arjun had already arrived. No apology. Just "I'm not going to make it."
Arjun had been in the industry for 16 years. And he was treated like he was disposable.
That was the breaking point.
"I decided that I have to raise my visibility, the only thing I can control. And that visibility would be powered by a personal brand."
The lesson for you:
If you depend 100% on referrals, you're at the mercy of others. Your personal brand is the only asset you control. And content is the vehicle to build it.
Part 2: This Is the Type of Content You Should Be Sharing
PUT ON THE CONSUMER'S GLASSES
What changed for Arjun after 2 years of zero results?
"I had to start putting on the hat and the glasses of the consumer. What do they want to hear about? What are they afraid of? What are they confused by? What are they most concerned by?"
The framework is simple.
Before posting ANY piece of content, ask yourself:
"Why should somebody give a sh*t about this?"
If you can't answer clearly, it's content about you. Scrap it or reframe it.
Part 3: THE FEDERER EFFECT
And then he was brutally honest:
"80% of my day is filled with losses. Most of the content I put out doesn't land. But you keep doing reps."
The lesson:
Building a personal brand is a game of volume + right direction.
Post more.
Fail faster.
Adjust based on what connects.
Don't get paralyzed waiting for every post to be perfect. Reps build confidence.
THE RESULT: FLIP THE TABLE
Why is all this effort worth it?
Because a strong personal brand changes the power dynamic.
"Content allowed me to go from one-to-one to one-to-many. And from chasing agents to having them want to work with me."
When you have a personal brand:
They find you (not the other way around)
They reach out (pre-sold)
You choose who you work with
You're no longer a commodity. You're THE choice.
WANT THE FULL STRATEGY?
Search Content Strategy You Need To WIN In Real Estate In 2026 on YouTube or your favorite podcast app to watch the complete episode now!