🧱Why Going Viral Could Be Killing Your Real Estate Business

Kina De Santis told me something that changed how I think:

"You don't want to go viral. I think if you have over 100,000 views, you're probably doing yourself a disservice."

This is coming from someone who's sold 300 homes and built an $88 million a year real estate business in less than 4 years, all from social media.

My first thought? I’m not sure about this…

But then she explained the math, and I even have started to change my mind.

Her "boring" local content converts followers into $2 million home buyers.

While some agents are chasing viral fame getting millions of views from people who will never step foot in their market.

"If you have a video that hits a million views, you think those are all people in Orange County? No."

Today, you'll see exactly how Kina's anti-viral strategy generated well over $150 million in sales from social media.

— Andrew

THE ANTI-VIRAL BREAKTHROUGH

Most agents create content hoping for massive reach. Kina does the opposite.

She wants to stay trapped in the Orange County algorithm. Her goal? Farm the local market, not chasing conversion-less views from all over the world.

"I want to farm Orange County."

The psychology is simple:

•  Local views = local buyers.

• Viral views = entertainment.

THE 12-MONTH LEAD STRATEGY

While some only chase "hot leads," Kina redefined what a lead actually means:

"Each year we're getting more people in, but also some of those other people are trickling back up."

This is why she went from $40 million to $88 million in just two years, despite the market being down.

CONTENT THAT ACTUALLY CONVERTS

Forget perfect production. Kina films everything on her iPhone.

"My content's not that amazing. It's just honest and authentic."

Her most successful videos? Simple stuff like "What $X gets you in Orange County" and contract breakdowns for first-time buyers.

No fancy editing, no viral hooks, just useful information for people who might buy a house in her area.

The result? $150+ million in social media conversions.

But here's the part that made me laugh:

"We started with like champagne poppings. Like, really aggressive champagne poppings. I'd be soaked in champagne."

These weren't going viral; they were celebration videos showing successful client outcomes.

Pure social proof that generated actual buyer leads.

THE HIGH-TOUCH SECRET

Here's what sets Kina apart from every other social media realtor:

"We're high-touch if you're buying a $200,000 home or a $2 million home. It's going to be the same experience."

This creates real, loyal fans who refer friends, buy multiple properties, and leave testimonials that convert new leads.

She's not just closing deals, she's building a community.

Her client appreciation events?

Pumpkin patch parties at her house and Lunar New Year celebrations, real relationships in place of cold transactions.

SYSTEMS PEOPLE ACTUALLY USE

As Kina scaled to 12 agents, she discovered something crucial:

"The hard thing isn't getting people to do it; the hard thing is figuring out the formula, so they use it."

CREATE WEALTH, NOT JUST MONEY

This philosophy runs deeper than real estate:

"You don't want to just make a lot of money. You want to create wealth. And that's like a big difference."

Kina brings in financial planners to educate her team, she runs 3-day mindset retreats instead of sales training.

Her vision? Eventually investing in properties together as a group.

"Not just for them to sell homes, but hopefully one day we're all investing in properties together and flipping homes together."

THE BOTTOM LINE

While agents chase viral content and vanity metrics, Kina De Santis quietly built an $88 million business by focusing on what actually matters:

Local relationships over global reach.

Her content isn't perfect. It's not trying to be. It works because it's honest, helpful, and hyper-focused on her market.

"Social media is not the short game, it's the long game."

If you're trying to go viral, you're farming the wrong audience.

Focus local. Build relationships. Sell, don’t go viral.

WANT THE FULL STRATEGY?

Search "How this Realtor Built a $88M/YR Business From Social w/o Going Viral" on YouTube or your favorite podcast app to watch the complete episode now!