Happy Friday! Quick question: When's the last time you actually enjoyed a real estate agent's Instagram?

If you're drawing a blank, you're not alone. Between the "Just Listed" posts and market update graphics, most agents' social media is about as exciting as watching beige paint dry.

But what if I told you there's an agent who:

• Built 67,000 local followers without posting listings

• Will do $25M in transactions this year from Instagram

• Gets 6 million views monthly talking about... pumpkin patches?

Today, I'm breaking down how Brandon Blankenship cracked the code on local social media. And the craziest part? He only posts about real estate 20-25% of the time

In this newsletter:

1. The Instagram Playbook Behind 67K Local Followers For Agents

2. The Shocking Truth about Real Estate Email Newsletters (40x more effective than social)

3. This week’s YouTube outlier video topics you can model

Enjoy!

— Andrew

Playbook

Remember when real estate agents just posted listings and "Just Sold!" graphics on Instagram?

That was Brandon Blankenship in early 2023, sitting at 7,000 followers. Today, he's at 67,000 followers and will close $25 million in transactions this year - with a good portion coming directly from Instagram.

Here's the crazy part: He rarely posts about real estate.

The Origin Story

It started with a gap in the market. While scrolling through Instagram in late 2022, Brandon noticed something: Chicago had dozens of popular accounts – Best Date Nights in Chicago, Chicago Bucket List, endless food pages. But the suburbs? Ghost town.

"I saw a huge disconnect," Brandon recalls. "Everyone was highlighting Chicago, but nobody was talking about the suburbs."

Most agents would see this as irrelevant. Brandon saw an opportunity.

His thought process was simple: "Worst case scenario, I learn more about where I live and get some free meals. Best case scenario, it helps my business tremendously."

He wasn't trying to be a real estate influencer. He was trying to be the digital mayor.

The Pivot That Changed Everything

For months, Brandon posted basic food content. Growth was slow but steady. Then came October 14, 2023 – the day everything changed.

A friend challenged him: "Go 60 days straight with Reels. Post every single day, no matter the quality."

Brandon took the challenge. But instead of just food content, he started creating area guides: "Best Restaurants in Naperville," "Top Things to Do in St. Charles," comprehensive neighborhood tours.

The results? His content went viral. Not just "local viral" – we're talking 4 million views per month, 14 million in 90 days.

Why? Because he cracked the suburban content code:

1. Make it shareable (people tag friends planning to move)

2. Make it digestible (quick lists, clear value)

3. Make it local (85-90% of views from target area)

The Anti-Real Estate Strategy

Here's where Brandon's playbook differs from every other agent on Instagram:

Most agents: "Just Listed! 4 beds, 3 baths..."

Brandon: "Best pumpkin patches in the Chicago suburbs"

Most agents: "Market update! Inventory is..."

Brandon: "What's coming to Naperville this November?"

Most agents: "Interest rates are..."

Brandon: "10 hidden gem restaurants in the Western suburbs"

"Realtors are notorious for just posting about buying or selling real estate," Brandon explains. "But the reality is, the average person only transacts once every 8-13 years. Why would they follow an account that only talks about real estate?"

Instead, he follows the Ryan Serhant principle: "People hate being sold, but they love buying from friends."

The Lead Generation Machine

Here's where Brandon's strategy gets interesting. While most agents are sliding into DMs with "Looking to buy or sell?", he's built an automated lead generation system that converts attention into appointments.

The Many Chat Framework

Brandon uses Many Chat to automate Instagram conversations. But there's an art to it:

1. Hook Post: Create content that naturally prompts comments

   • New developments ("What's coming to [area]")

   • Best-of lists ("Top 10 restaurants in [area]")

   • Seasonal content ("Best pumpkin patches")

2. Automated Response: When someone comments, Many Chat sends a personalized message

   • Offers more detailed information

   • Asks qualifying questions

   • Nurtures the relationship

"It's all about depositing value before making a withdrawal," Brandon explains. "I might send 5-6 value messages before anything about real estate."

The Story Poll Strategy

Brandon's story polls are genius in their simplicity:

1. Post engaging local content

2. Add a simple poll question

3. Wait 24 hours

4. Personally message everyone who engaged

The key? Low pressure. "People are shy about DMing," Brandon says, "but they'll click a poll option. They don't expect I'll message them – but I do."

The Email Ecosystem

While most agents ignore email, Brandon's building a local empire:

• 850+ subscribers

• 50% open rate

• Bi-weekly newsletter structure:

  • 50% weekend activities/events

  • 25% real estate updates

  • 25% restaurant/business highlights

  • Subtle CTAs throughout

"High-quality newsletters that are short and sweet, with high volume – that's the secret sauce," Brandon reveals.

The Right Hook

Remember Gary Vee's "jab, jab, jab, right hook"? Brandon's version is "deposit, deposit, deposit, withdraw."

When a post goes viral, he:

1. Comments from his personal account

2. Pins the comment

3. Includes a clear CTA: "If you're looking to buy, sell, or invest in real estate in the Chicagoland area, DM me here or at @living_chicago_suburbs"

"The post might get 1,000 comments," Brandon says, "but people always check the pinned comment. That's where the magic happens."

The Machine Behind the Magic

Think Brandon's cranking out all this content himself? Think again.

He's built a content machine:

• Virtual Assistant handles 80% of the work

• All list posts are AI-assisted

• Content is batched and scheduled weekly

• Every viral post has a lead capture system

For example, that pumpkin patch post that went viral? His VA:

1. Found the locations

2. Created the graphics

3. Wrote the descriptions

4. Set up the automated DM system

5. Connected it to his email platform

All Brandon did was shoot a quick video and hit publish.

The Numbers Don't Lie

The results speak for themselves:

• 67,000 local followers

• 245,000 views on development updates

• 50+ deals this year

• $25 million in volume

• 5-10 qualified leads per month

• 850+ email subscribers (50% open rate)

But here's the kicker: Brandon says he's just getting started.

The Hidden Genius

The genius of Brandon's strategy isn't just in what he posts – it's in what he understands about attention.

"At the end of the day, we're in the profession of marketing ourselves 24/7," he explains. "Most agents see 50/50 engagement and think 'don't risk my neck.' I see 50/50 and think 'I can tilt those odds single-handedly.'"

He's not trying to convert everyone who sees his content. His math is simpler:

• If 0.1% of followers convert to clients

• And he keeps growing his following

• The business compounds naturally

What's Next?

Brandon's not satisfied with dominating Instagram. He's expanding to:

• Weekly newsletters (currently bi-weekly)

• YouTube channel

• Facebook community

• In-house content team

"I'm trying to build a media company that happens to sell real estate," he says.

The Lesson for Every Agent

The biggest lesson from Brandon's playbook isn't about Instagram tactics or content strategies. It's about patience and playing the long game.

"You're definitely overestimating what you can do this first year," he reflects, "but you're underestimating what you can do in five years."

His first year back in Illinois? Just 3 deals in 6 months. He almost quit.

Next 6 months? 18 deals. This year? 50+ deals.

Why? Because he understood the fundamental truth about content marketing in real estate: Everything you do now pays off 3-6 months down the road.

Plant enough seeds, and eventually, you get to harvest.

Or as Brandon puts it: "If you build it the right way, they'll come."

Watch the full conversation to dive deeper into Brandon’s story & playbooks.