You have a marketing person. Maybe an editor. Maybe a VA. Maybe a sales agent or 2.
Or you're solo and starting to think about your first hire.
Either way, this is where most agents quietly struggle (hard).
You've spent years learning sales, but a content team runs on a different playbook.
Sales runs on accountability & leaderboards. Did you hit your number?
Creatives run on safety & recognition. Did anyone notice this thing I made?
Treat your editor like an ISA & they'll quit in 90 days.
This was a hard lesson after 22,000 applications last year for 45 creative hires.
Here's what separates the team who scale content from the ones who stall.
— Andrew
Part 1: Become the Coach.
I was the first 3 before I learned to be the 3rd.
“The hustler has to die for the leader to be born.”
Part 2: Run every hire through a 30-60-90-day system.
This sounds like Fortune 500 advice. It isn't.
Even for 1 hire. Especially for 1.
Every person we've onboarding now, junior to senior, gets a 30-60-90 built on I Do, We Do, You Do.
That's exactly why their first hire doesn't last.
3 weeks in, you'll be wondering why the marketing person isn't producing. The answer is always onboarding (integration).
Part 3: Make space for flops.
Sales loves failure. Content does too.
If your team can't fail, they can't experiment. If they can't experiment, your channel plateaus and your emails stop converting.
So many business owners failed for years, but when their team fails, they don’t give them the same chance.
We use 70/20/10 on every channel:
70% formats you know perform
20% iterations on what's working
10% experiments where flopping is the price of admission
You can't ask your team to test bold ideas and then punish them when one misses.
Say "we love a good flop" out loud. After misses. On calls.
They need to hear it from you.
Part 4: Show them the scoreboard.
Your editor sits at their desk and edits videos for two months with no signal that any of it is working.
Your marketing person sends emails into the void.
They burn out. They leave. You never saw it coming.
We had an editor named Diego. 6 months in. Starting to lose his fire.
One Tuesday, a video he edited landed a $3M buyer who flew out that weekend and booked an appointment.
I almost did what most leaders do. Posted in Slack: "Great work, team." Moved on.
Instead I wrote:
Part 5: Lead by example or none of it works.
Your team will do what you do, times 10.
Cut corners, they'll cut more. Show up late, they'll show up later. Take feedback defensively, they will too.
At your size, they see everything you do.
Before you correct anyone, ask: am I doing this myself?
3 questions to ask yourself this week:
Am I empowering my team or just managing them?
Am I creating space where people feel safe to take risks?
Am I leading by example?
If any answer is no, that's where you start.
The full video has all 21 tactics, the 30-60-90 doc we use for every hire, the leadership cadence that runs our team, and the time-study that cut our wasted hours in half.
Free workbook in the description.
Pick one this week. The 30-60-90 for your next hire. The wins thread where you tag your editor when a video closes a deal. The 47-to-8 filter on your own ideas before you forward them.
Just one.
WANT THE FULL STRATEGY?
Search on How to Lead a Content Team in Real Estate (65+ Person Full Blueprint) YouTube or your favorite podcast app to watch the complete episode now!
