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01

Trends and Tips for Real Estate Agents on Social Media

Welcome back to Brilliant Talks, our free weekly coaching program for real estate agents. Let’s talk about social media!

According to the 2023 spend forecast, companies are investing most of their money and resources on social media and Google marketing, because that is where most people go. Social media has become an integral part of our everyday lives, and it is a massive opportunity we don’t want to miss out on for our business.

Yes, it is true that the market has shifted and fewer people are buying real estate now. But we still see a lot of people going online and starting their home search there. Social media gives us plenty of opportunities to build relationships and connect with our audience, whether through Google, Facebook, YouTube, Instagram, Twitter, TikTok, or LinkedIn.

That is why I always encourage fellow agents to double down on their social media marketing. In this day and age, Google PPC and social media should be part of your prospecting efforts, alongside the traditional door-knocking, cold calling, and open houses.

So, what does it look like for us when it comes to building out an online strategy that makes sense for our business?

Video marketing. We still see videos dominating on all platforms. Elon Musk even announced in his recent presentation on what’s next for Twitter that one of those was more video. 

YouTube and LinkedIn favor longer form videos, but there are tons of opportunities for short videos as well, such as YouTube shorts, Facebook and Instagram reels, and TikTok.

Utilizing geo-tagging on TikTok particularly helps real estate agents get in front of audiences looking for homes in those local areas. Furthermore, TikTok is used as a search engine by younger audiences, as we discussed in our previous session.

Here’s what’s next for social media: The year 2023 will be a year built on consumer trust. It always has been the case, but there is an increasing demand for privacy, security, and authenticity. For real estate, it is mostly about consistency

Consistency is key

I was reading a book called “How to Fail at Almost Everything and Still Win Big” by Scott Adams, and there is a quote that really stuck with me.

“In our messy, flawed lives, the nearest we can get to truth is CONSISTENCY.”

It applies in business and to social media as well. This is how we were able to build an audience on social media and have the largest community of real estate agents on Facebook.

If you want to know how to build trust, grow your business, and appear to people that you are the voice in your state or area or specific industry, start by showing up. Be consistent.

The quote tells us that if something continually happens, it almost becomes true. Consistency also lets people know they can rely on you—it is what separates the ordinary from the excellent and is what makes you a “professional”.

Show them you care

We also build trust by paying attention to our audience. To make them feel like we actually care about them. That means becoming better listeners and actively engaging with them. We need to invest time and attention in others if we want them to invest their time and attention in us.

It involves creating content with great value—that helps them, inspires them, educates them, or entertains them. Remember the three F’s: Facts, Feelings and Fun. To know what they want and need, we have to become better social listeners.

But it isn’t enough to just give out content. It is also about going into their feed and taking the time to LCM (like, comment, and message).

Trust and connection are two-way streets. You want to make sure your audience knows you are available and within reach of them, and that if they reach out to you and offer support to you, you’ll respond.

Listen to the data

It is also important to dive into your analytics. I talked to Derral Eves, one of the biggest names on YouTube, recently, and he reminded me of the importance of analytics.

The way your audience behaves and interacts with your content, whether on your website or in your profiles, says a lot about them. The analytics will help you get a bird's-eye view of what your audience is trying to tell you based on their behavior on your social media.

When you understand how to interpret analytics, it can greatly assist you in evolving and growing. It informs you what changes need to be implemented in your content strategy, format, engagement strategy, and business.

Be human

People want to know that you are an actual human, not just a bot automatically sending them pre-designed messages (which are basically spam). You, too, are a consumer; you were a consumer before you became an entrepreneur. You know the feeling of wariness and annoyance when bots send you messages.

When people show up to root for you, your content, and your business, they want to know it is you they are showing up for. So, be as authentic as possible, and just be human.

Watch the video replay of our coaching session to follow along. I showed the white paper my team put together for me on there. We do this weekly, on Tuesdays, and you are welcome to sign up. And if you missed our previous sessions, you can check them out here.

Conclusion

Social media is just like the other prospecting arms of your business. The key is to figure out what makes sense for you and your business and how you can make it uniquely yours. We all do door-knocking, cold calling, and open houses in the same way, but we each add our own styles and twists to make them more effective.

If you need help with building or growing your social media outlets and how to effectively utilize them for your business, we also do one-on-one and group coaching, so feel free to reach out to me. You can also leave me a message if you want a copy of our “Your Social Media Strategy for 2023” white paper and our December 2022 social media calendar.

Trends and Tips for Real Estate Agents on Social Media

Welcome back to Brilliant Talks, our free weekly coaching program for real estate agents. Let’s talk about social media!

According to the 2023 spend forecast, companies are investing most of their money and resources on social media and Google marketing, because that is where most people go. Social media has become an integral part of our everyday lives, and it is a massive opportunity we don’t want to miss out on for our business.

Yes, it is true that the market has shifted and fewer people are buying real estate now. But we still see a lot of people going online and starting their home search there. Social media gives us plenty of opportunities to build relationships and connect with our audience, whether through Google, Facebook, YouTube, Instagram, Twitter, TikTok, or LinkedIn.

That is why I always encourage fellow agents to double down on their social media marketing. In this day and age, Google PPC and social media should be part of your prospecting efforts, alongside the traditional door-knocking, cold calling, and open houses.

So, what does it look like for us when it comes to building out an online strategy that makes sense for our business?

Video marketing. We still see videos dominating on all platforms. Elon Musk even announced in his recent presentation on what’s next for Twitter that one of those was more video. 

YouTube and LinkedIn favor longer form videos, but there are tons of opportunities for short videos as well, such as YouTube shorts, Facebook and Instagram reels, and TikTok.

Utilizing geo-tagging on TikTok particularly helps real estate agents get in front of audiences looking for homes in those local areas. Furthermore, TikTok is used as a search engine by younger audiences, as we discussed in our previous session.

Here’s what’s next for social media: The year 2023 will be a year built on consumer trust. It always has been the case, but there is an increasing demand for privacy, security, and authenticity. For real estate, it is mostly about consistency

Consistency is key

I was reading a book called “How to Fail at Almost Everything and Still Win Big” by Scott Adams, and there is a quote that really stuck with me.

“In our messy, flawed lives, the nearest we can get to truth is CONSISTENCY.”

It applies in business and to social media as well. This is how we were able to build an audience on social media and have the largest community of real estate agents on Facebook.

If you want to know how to build trust, grow your business, and appear to people that you are the voice in your state or area or specific industry, start by showing up. Be consistent.

The quote tells us that if something continually happens, it almost becomes true. Consistency also lets people know they can rely on you—it is what separates the ordinary from the excellent and is what makes you a “professional”.

Show them you care

We also build trust by paying attention to our audience. To make them feel like we actually care about them. That means becoming better listeners and actively engaging with them. We need to invest time and attention in others if we want them to invest their time and attention in us.

It involves creating content with great value—that helps them, inspires them, educates them, or entertains them. Remember the three F’s: Facts, Feelings and Fun. To know what they want and need, we have to become better social listeners.

But it isn’t enough to just give out content. It is also about going into their feed and taking the time to LCM (like, comment, and message).

Trust and connection are two-way streets. You want to make sure your audience knows you are available and within reach of them, and that if they reach out to you and offer support to you, you’ll respond.

Listen to the data

It is also important to dive into your analytics. I talked to Derral Eves, one of the biggest names on YouTube, recently, and he reminded me of the importance of analytics.

The way your audience behaves and interacts with your content, whether on your website or in your profiles, says a lot about them. The analytics will help you get a bird's-eye view of what your audience is trying to tell you based on their behavior on your social media.

When you understand how to interpret analytics, it can greatly assist you in evolving and growing. It informs you what changes need to be implemented in your content strategy, format, engagement strategy, and business.

Be human

People want to know that you are an actual human, not just a bot automatically sending them pre-designed messages (which are basically spam). You, too, are a consumer; you were a consumer before you became an entrepreneur. You know the feeling of wariness and annoyance when bots send you messages.

When people show up to root for you, your content, and your business, they want to know it is you they are showing up for. So, be as authentic as possible, and just be human.

Watch the video replay of our coaching session to follow along. I showed the white paper my team put together for me on there. We do this weekly, on Tuesdays, and you are welcome to sign up. And if you missed our previous sessions, you can check them out here.

Conclusion

Social media is just like the other prospecting arms of your business. The key is to figure out what makes sense for you and your business and how you can make it uniquely yours. We all do door-knocking, cold calling, and open houses in the same way, but we each add our own styles and twists to make them more effective.

If you need help with building or growing your social media outlets and how to effectively utilize them for your business, we also do one-on-one and group coaching, so feel free to reach out to me. You can also leave me a message if you want a copy of our “Your Social Media Strategy for 2023” white paper and our December 2022 social media calendar.

02

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

03

Mastering Social Media Engagement: Insights from Jeff Pfitzer and Brilliant Talks

Jeff Pfitzer, my friend and Co-Founder of Drunk On Social, joins me in this session of Brilliant Talks. We talked about how to utilize social media as an effective tool for our business, and how to create authentic engagement and grow our social media audience.

When it comes to growing your brand on social media, it comes down to two things.

Our number one job is to create content of great value consistently, but it doesn’t end there. The second part is to create engagement, which is the crucial part when it comes to building relationships.

Content creation: Start with your pillars

If you're familiar with the way that I run things in our businesses, you know that I have a social media content calendar. I give that away for free, and I’ve shown it several times on some of my YouTube videos.

So, if you’re ever wondering what it is you need as far as creating content, my advice is to start with your pillarsWhat is it that you gravitate towards? What are the things that you love or like doing?

Sean Cannell told me before that “The riches are in the niches” so I outlined nine questions that can hopefully help you dive deeper into what your pillars are.

We want to attract the right audience for our business and growth, and reflecting and diving deeper into these questions can help you identify a deeper niche.

  • Who’s your audience for your business?

We don’t often think about it, specifically for real estate: Who is your audience?

Are you targeting first-time homebuyers? Are you targeting homeowners that want to downsize? Or maybe homeowners who want to upscale and upgrade? Are you targeting people that are buying homes in a vacation home rental area?

It is important to understand that. Also, depending on where you are at, the question might shift between who is your audience? and who do you want your audience to be?

That’s the question I asked myself some years back that allowed me to grow into targeting more luxury audiences in Malibu.

  • What do you enjoy doing in your spare time?

This is important because it narrows down how you start connecting with your audience better. Let’s face it, when people connect with you on social media, it is probably not going to be over what you do for a living–real estate. People connect more with what you love doing that you share online, whether it is cats, kayaking, or video games. Or in my case, books and journals. Or traveling–whatever it is you love doing.

Dive deeper into your hobbies and interests and ask yourself these questions so you can niche down.

  • What are you better at than most people?

 What do you do better than most people? Not everyone, just most people. The answer to that can also be one of your pillars (I like to call it superpowers). Chances are, the things you are good at, you are good at them because you like doing them. And because you like doing it, you have a certain passion and curiosity for it, and that energy can be very attractive to your audience.

  • When you are on social media, what do you gravitate to watching the most?

What are the contents you enjoy watching that you can also envision yourself doing something along those lines? What are you watching and why?

  • Do you have any family or pets that you can talk about or showcase on social media?

We often see a lot of pets or kids videos on social media that get a lot of love. If you want to include that as one of your pillars into your content on social media, that works.

  • Do you have any hobbies you spend a lot of time doing?

Outside of real estate, which, if we want to make a career out of it, we should be doing full-time, what are your hobbies that you put so much time into? Are you into sports, crafts, gaming, travel, etc.? Share your hobbies, and people who love the same things as you might find you.

  • Is there anything special about the city, town or location you live in that others would be interested in knowing about?

I’m in Malibu. So you’ll see a lot of posts on my Instagram or TikTok a few years back about Malibu. Depending on where you're at, if you know special things about your town or things to do there, that can also be a pillar that attracts the people.

TikTok especially loves this content. They love identifying you based on the geotag. And that gives you a lot of love locally. 

  • If you can only talk about one thing for the rest of your life, what would that be?

I want you to answer this question, because I asked myself this question often, and for me it is books. I could probably talk about books for the rest of my life. I love reading, so I'm going to go ahead and read. And then I'm probably going to talk about something I learned about the book, a quote, a thought, something. I'm going deeper.

For others it can be the ocean. What about the ocean? Is it about the beach? The things you can do on the beach or in the ocean? Is it about the creatures there?

If you like sports, what specific sports? Who’s your favorite team? Why do you like that team? Who are your favorite players? Have you ever played that sport before? How did it feel to play that sport?

It can be about music. What type of music do you love? Who are your favorite artists? Do you play any instruments? Why do you like music?

This is one pillar that you can go super deep in. The more questions you ask yourself, the more niche you can go, and the more social media platform algorithms will reward you.

  • When it comes to your job, what aspect of it are you amazing at?

We often think first of the things we suck at in our jobs. For me, that was showing property. I am not great at showing properties, I literally would be that agent to be like, “And that's the kitchen… and that's the bathroom.”

But what is it that you are great at?

I am great at keeping the client calm, relaxed, and just having this process go as smoothly as possible with their expectations, especially on calls. Since I am great at this, now I know what to talk about more on social media. It is something that I can teach. I can’t teach something I suck at–I have to get better at it first. But I can teach what I am good at, and people who are bad at, say, knowing how to talk to leads or customers on the phone will be interested in how I do it.

These nine questions are just some of the prompts that can help you reflect on what you could possibly talk about. The deeper you can dive into things that you like, you are passionate about, you find interesting, and you are good at, the more niche your contents will be. And they will be more authentic to who you are. Because you already know those things, and love those things, and you are already doing those things.

I was asked a question, “How often do you mention real estate [on your social media content, then]?” That is the next part.

STAY

I mentioned my social media calendar earlier, and I’ve dived deeper into this in earlier sessions and YouTube videos. We rotate through a cycle of four “buckets” which we call STAY. It is Sell with a story, Teach, Advice, and You.

Obviously, on the selling part you will talk about real estate, and you're selling with a story. Hopefully you're allowing me to connect with you through that story, through real estate.

Teach can be about real estate, or it can be about your hobby, or the area you live in. It can be about the book you just read, or a new recipe you are absolutely loving.

You can dive deeper into those with advice. What suggestions do you have based on your experience? Again, you can alternate between business and personal/pleasure here. Do you have a great hack for removing odors and stains on kitchen countertops that maybe your grandmother has passed on to you? Do you have advice on how to journal for mental health or mindfulness?

Lastly, talk about you. How your day was, your pets, etc. show me what you're eating, show me what you're doing, show me where you're going. Tell me what's going on.

The thing that makes social media work is you. You are the differentiating factor here. And we don't use enough of it.

People want to connect with you. And you've heard this thousands of times, but people want to work with people that they can connect with on social, that they can connect with on video, that they can trust just based on that feeling of “you know what, that person's my type of person.”

People trust those they can identify with, who are “similar” to them.

But a lot of us don't allow for that connection to happen because sometimes you're just talking about real estate and you're missing a different audience. 

I'm not saying just talking about real estate won't work because we've seen it work. But I want you to broaden your audience by doing things that bring in more people.

Engage

Facebook, Instagram, TikTok Stories/Reels or YouTube Shorts take you through what’s happening to your day. That’s where you need to be more engaging. You need to either be telling me something story wise. You can connect with me through advice. You need to be either showing me something that's funny, giving me a fact, making me feel something. That's on the content side.

There's part two, though. See, a lot of us just create the content and never take time to engage. We never take time to go deeper with the people that we're following.

We never go deeper into these relationships and the people that succeed at a high level on social media treat social media like it's a relationship. There is an actual real person they can connect with.

This is where you have to start thinking of social media like cold calling, door knocking, open houses, online leads, events. Social media is another arm of your business prospecting. Regardless of whether you are going on Facebook, Twitter, Instagram, YouTube, LinkedIn, or TikTok, you need to engage with people.

It's going to require you to open up your phone, go to your feed. Now people are going to pop up that you're following. It's your job to connect with them.

Our engagement strategy is something we call LCM, which stands for Like, Comment, and Message. I encourage my team to do this 20 minutes a day. This doesn’t mean we will only respond to messages for those 20 minutes. We take these 20 minutes to scroll through our feeds and initiate conversations with the people we are following and are following us back.

This is probably the fastest and best way to get engagement. I’ve shown this to people who asked me, “Can you teach it to other businesses?” They were so impressed because of two different reasons. One is, a lot of people don't take time to engage.

So, we take 20 minutes to do LCM, and the rest of the day we respond to people who reply and reach out to us. You don’t need to wait a certain amount of time to respond. In fact, you should be responding as quickly as you can.

And, 95% of the time, the people you DM will reply, because you showed authentic concern for them by responding to their post and initiating an interaction.

Now, this is the good part. Aside from making your audience feel good, establishing a deeper connection, keeping you top-of-mind, etc., the moment they reply, you get to hack into the platform’s algorithm.

For example, if Facebook sees you guys interacting and it will show more of your posts to that person.

The good thing here is, your interactions don’t need to be about your business (real estate) at all. Why? Because, if you’ve done your first job, which is to create content consistently, then this is what might happen (as it often does).

You message someone about their post, and you made them feel good, they felt that you actually care about them. That person will start to wonder “How is Tristan doing recently?”

Chances are very high that they will visit your profile to look at your posts, and if you created content there, they will remember that you work in real estate. They will see your posts there.

There are two possible things that can happen that will be good for your business. One, they might currently have a pressing concern or question about real estate. Seeing that you work in that industry, they will ask you their question.

Two, if later on they needed the services of an agent, or someone they know asked them if they know any trustworthy agents, you have a high chance of popping up in their minds.

And these two situations are all opportunities for you.

It keeps you top-of-mind, builds connections, and you did marketing organically on your part, without having to be “that guy” who pummels everyone with “I am in real estate” posts online.

In a nutshell

We could be doing more in utilizing social media for our businesses. Treat it like an actual business, or a prospecting arm. Once you do, you will see all the changes.

I need you to start looking at it that way. I need you to understand that this is just like open houses. This is just like cold calling. This is just like reaching out to your database and calling them and engaging with them. This is just like events. This is the key. This is the future. You need to start thinking of How can I run a business that attracts people? and social media is the answer.

Mastering Social Media Engagement: Insights from Jeff Pfitzer and Brilliant Talks

Jeff Pfitzer, my friend and Co-Founder of Drunk On Social, joins me in this session of Brilliant Talks. We talked about how to utilize social media as an effective tool for our business, and how to create authentic engagement and grow our social media audience.

When it comes to growing your brand on social media, it comes down to two things.

Our number one job is to create content of great value consistently, but it doesn’t end there. The second part is to create engagement, which is the crucial part when it comes to building relationships.

Content creation: Start with your pillars

If you're familiar with the way that I run things in our businesses, you know that I have a social media content calendar. I give that away for free, and I’ve shown it several times on some of my YouTube videos.

So, if you’re ever wondering what it is you need as far as creating content, my advice is to start with your pillarsWhat is it that you gravitate towards? What are the things that you love or like doing?

Sean Cannell told me before that “The riches are in the niches” so I outlined nine questions that can hopefully help you dive deeper into what your pillars are.

We want to attract the right audience for our business and growth, and reflecting and diving deeper into these questions can help you identify a deeper niche.

  • Who’s your audience for your business?

We don’t often think about it, specifically for real estate: Who is your audience?

Are you targeting first-time homebuyers? Are you targeting homeowners that want to downsize? Or maybe homeowners who want to upscale and upgrade? Are you targeting people that are buying homes in a vacation home rental area?

It is important to understand that. Also, depending on where you are at, the question might shift between who is your audience? and who do you want your audience to be?

That’s the question I asked myself some years back that allowed me to grow into targeting more luxury audiences in Malibu.

  • What do you enjoy doing in your spare time?

This is important because it narrows down how you start connecting with your audience better. Let’s face it, when people connect with you on social media, it is probably not going to be over what you do for a living–real estate. People connect more with what you love doing that you share online, whether it is cats, kayaking, or video games. Or in my case, books and journals. Or traveling–whatever it is you love doing.

Dive deeper into your hobbies and interests and ask yourself these questions so you can niche down.

  • What are you better at than most people?

 What do you do better than most people? Not everyone, just most people. The answer to that can also be one of your pillars (I like to call it superpowers). Chances are, the things you are good at, you are good at them because you like doing them. And because you like doing it, you have a certain passion and curiosity for it, and that energy can be very attractive to your audience.

  • When you are on social media, what do you gravitate to watching the most?

What are the contents you enjoy watching that you can also envision yourself doing something along those lines? What are you watching and why?

  • Do you have any family or pets that you can talk about or showcase on social media?

We often see a lot of pets or kids videos on social media that get a lot of love. If you want to include that as one of your pillars into your content on social media, that works.

  • Do you have any hobbies you spend a lot of time doing?

Outside of real estate, which, if we want to make a career out of it, we should be doing full-time, what are your hobbies that you put so much time into? Are you into sports, crafts, gaming, travel, etc.? Share your hobbies, and people who love the same things as you might find you.

  • Is there anything special about the city, town or location you live in that others would be interested in knowing about?

I’m in Malibu. So you’ll see a lot of posts on my Instagram or TikTok a few years back about Malibu. Depending on where you're at, if you know special things about your town or things to do there, that can also be a pillar that attracts the people.

TikTok especially loves this content. They love identifying you based on the geotag. And that gives you a lot of love locally. 

  • If you can only talk about one thing for the rest of your life, what would that be?

I want you to answer this question, because I asked myself this question often, and for me it is books. I could probably talk about books for the rest of my life. I love reading, so I'm going to go ahead and read. And then I'm probably going to talk about something I learned about the book, a quote, a thought, something. I'm going deeper.

For others it can be the ocean. What about the ocean? Is it about the beach? The things you can do on the beach or in the ocean? Is it about the creatures there?

If you like sports, what specific sports? Who’s your favorite team? Why do you like that team? Who are your favorite players? Have you ever played that sport before? How did it feel to play that sport?

It can be about music. What type of music do you love? Who are your favorite artists? Do you play any instruments? Why do you like music?

This is one pillar that you can go super deep in. The more questions you ask yourself, the more niche you can go, and the more social media platform algorithms will reward you.

  • When it comes to your job, what aspect of it are you amazing at?

We often think first of the things we suck at in our jobs. For me, that was showing property. I am not great at showing properties, I literally would be that agent to be like, “And that's the kitchen… and that's the bathroom.”

But what is it that you are great at?

I am great at keeping the client calm, relaxed, and just having this process go as smoothly as possible with their expectations, especially on calls. Since I am great at this, now I know what to talk about more on social media. It is something that I can teach. I can’t teach something I suck at–I have to get better at it first. But I can teach what I am good at, and people who are bad at, say, knowing how to talk to leads or customers on the phone will be interested in how I do it.

These nine questions are just some of the prompts that can help you reflect on what you could possibly talk about. The deeper you can dive into things that you like, you are passionate about, you find interesting, and you are good at, the more niche your contents will be. And they will be more authentic to who you are. Because you already know those things, and love those things, and you are already doing those things.

I was asked a question, “How often do you mention real estate [on your social media content, then]?” That is the next part.

STAY

I mentioned my social media calendar earlier, and I’ve dived deeper into this in earlier sessions and YouTube videos. We rotate through a cycle of four “buckets” which we call STAY. It is Sell with a story, Teach, Advice, and You.

Obviously, on the selling part you will talk about real estate, and you're selling with a story. Hopefully you're allowing me to connect with you through that story, through real estate.

Teach can be about real estate, or it can be about your hobby, or the area you live in. It can be about the book you just read, or a new recipe you are absolutely loving.

You can dive deeper into those with advice. What suggestions do you have based on your experience? Again, you can alternate between business and personal/pleasure here. Do you have a great hack for removing odors and stains on kitchen countertops that maybe your grandmother has passed on to you? Do you have advice on how to journal for mental health or mindfulness?

Lastly, talk about you. How your day was, your pets, etc. show me what you're eating, show me what you're doing, show me where you're going. Tell me what's going on.

The thing that makes social media work is you. You are the differentiating factor here. And we don't use enough of it.

People want to connect with you. And you've heard this thousands of times, but people want to work with people that they can connect with on social, that they can connect with on video, that they can trust just based on that feeling of “you know what, that person's my type of person.”

People trust those they can identify with, who are “similar” to them.

But a lot of us don't allow for that connection to happen because sometimes you're just talking about real estate and you're missing a different audience. 

I'm not saying just talking about real estate won't work because we've seen it work. But I want you to broaden your audience by doing things that bring in more people.

Engage

Facebook, Instagram, TikTok Stories/Reels or YouTube Shorts take you through what’s happening to your day. That’s where you need to be more engaging. You need to either be telling me something story wise. You can connect with me through advice. You need to be either showing me something that's funny, giving me a fact, making me feel something. That's on the content side.

There's part two, though. See, a lot of us just create the content and never take time to engage. We never take time to go deeper with the people that we're following.

We never go deeper into these relationships and the people that succeed at a high level on social media treat social media like it's a relationship. There is an actual real person they can connect with.

This is where you have to start thinking of social media like cold calling, door knocking, open houses, online leads, events. Social media is another arm of your business prospecting. Regardless of whether you are going on Facebook, Twitter, Instagram, YouTube, LinkedIn, or TikTok, you need to engage with people.

It's going to require you to open up your phone, go to your feed. Now people are going to pop up that you're following. It's your job to connect with them.

Our engagement strategy is something we call LCM, which stands for Like, Comment, and Message. I encourage my team to do this 20 minutes a day. This doesn’t mean we will only respond to messages for those 20 minutes. We take these 20 minutes to scroll through our feeds and initiate conversations with the people we are following and are following us back.

This is probably the fastest and best way to get engagement. I’ve shown this to people who asked me, “Can you teach it to other businesses?” They were so impressed because of two different reasons. One is, a lot of people don't take time to engage.

So, we take 20 minutes to do LCM, and the rest of the day we respond to people who reply and reach out to us. You don’t need to wait a certain amount of time to respond. In fact, you should be responding as quickly as you can.

And, 95% of the time, the people you DM will reply, because you showed authentic concern for them by responding to their post and initiating an interaction.

Now, this is the good part. Aside from making your audience feel good, establishing a deeper connection, keeping you top-of-mind, etc., the moment they reply, you get to hack into the platform’s algorithm.

For example, if Facebook sees you guys interacting and it will show more of your posts to that person.

The good thing here is, your interactions don’t need to be about your business (real estate) at all. Why? Because, if you’ve done your first job, which is to create content consistently, then this is what might happen (as it often does).

You message someone about their post, and you made them feel good, they felt that you actually care about them. That person will start to wonder “How is Tristan doing recently?”

Chances are very high that they will visit your profile to look at your posts, and if you created content there, they will remember that you work in real estate. They will see your posts there.

There are two possible things that can happen that will be good for your business. One, they might currently have a pressing concern or question about real estate. Seeing that you work in that industry, they will ask you their question.

Two, if later on they needed the services of an agent, or someone they know asked them if they know any trustworthy agents, you have a high chance of popping up in their minds.

And these two situations are all opportunities for you.

It keeps you top-of-mind, builds connections, and you did marketing organically on your part, without having to be “that guy” who pummels everyone with “I am in real estate” posts online.

In a nutshell

We could be doing more in utilizing social media for our businesses. Treat it like an actual business, or a prospecting arm. Once you do, you will see all the changes.

I need you to start looking at it that way. I need you to understand that this is just like open houses. This is just like cold calling. This is just like reaching out to your database and calling them and engaging with them. This is just like events. This is the key. This is the future. You need to start thinking of How can I run a business that attracts people? and social media is the answer.

04

How to Grow Your YouTube Channel: Proven Strategies for Boosting Subscribers

Understanding the potential of media as a tool for outreach and business growth is critical for entrepreneurs in today's digital landscape. Media offers a powerful platform to communicate with a broad audience, engage with potential customers, and establish a brand's presence. Focusing on YouTube, entrepreneurs find a robust avenue to showcase their content, reach a dedicated following, and expand their influence.

As a dynamic platform, YouTube caters to a diverse range of creators, offering unique opportunities to craft a message that resonates with audiences and aligns with business goals.

Emphasizing the quality of engagement over the size of the following, successful entrepreneurs recognize that connecting with the right audience is more impactful than just aiming for high numbers. By providing valuable content and maintaining a clear vision of their objectives, creators can foster a sustainable and loyal viewership that supports their brand. Whether targeting a narrower niche or seeking widespread appeal, the essence lies in being strategic about content and how it serves the brand's overarching aims.

Key Takeaways

  • Media investment is essential for modern entrepreneurs seeking brand growth and resilience.
  • YouTube provides a platform for quality engagement with the right audience, rather than just large followings.
  • Clear goals and high-quality content are key to leveraging media effectively for business success.

Why Invest in the Media?

Investing in the media is increasingly advisable due to the substantial growth of what is known as the creator economy. Content creators are leveraging various platforms to generate income, often serving in multiple roles such as authors, public speakers, or consultants. This sector, marked by its versatility, becomes even more significant considering its current market valuation of $20 billion, with the potential for exponential growth.

The creator economy not only exhibits resilience in light of tech stock fluctuations but is also outpacing traditional small businesses in terms of growth. Influential figures, including Joe Rogan and Gary Vaynerchuk, are recognizing the tangible benefits and are thus strategically placing their investments in media ventures. Their success stories underpin the merit of these strategies.

  • Economic Impact: The creator sector is forecast to quintuple in value by year's end.
  • Strategic Diversification: Creators often expand their influence through multiple roles and industries.
  • Robust Growth: This dynamic market segment is among the quickest expanding in today's economy.
  • Profitable Opportunities: A notable segment comprising over two million creators globally yields six-figure incomes from their content.

Creators who are passionate about their work and adaptable to the changing digital landscape find that a strategic investment in the media not only can yield significant returns but also creates a profile of diversity and innovation. Developing effective strategies and tactics in this domain can lead to success both financially and in terms of audience reach and engagement.

Why YouTube Stands Out

YouTube stands firmly as the titan of video content, drawing in a staggering 2.6 billion individuals engaging with the platform each month. This number reflects its monumental growth—an addition of hundreds of millions of new active users within a mere handful of months—indicating the platform's reach and resonance with a global audience.

For entrepreneurs querying the presence of their target demographics, YouTube is exceedingly likely to be the common ground. Whether serving business-to-business (B2B) or business-to-consumer (B2C) markets, the likelihood of reaching the intended audience on this platform is high. One might wonder if initiating a presence on YouTube is arriving too late, yet the continuous surge in content consumption offers reassurance. While competition is a reality, it is overshadowed by the users' insatiable appetite for new and engaging content, making this an opportune moment to present one's brand to the world.

What genuinely differentiates YouTube from other major social platforms is its enduring nature as a content repository. Unlike a typical social media feed where content faces rapid obsolescence, YouTube's architecture serves as a perpetual library. It not only curates but also aids in the discovery of content far beyond its initial publication date. Furthermore, as it functions as a robust search engine, the platform assures that content remains accessible and relevant.

In terms of reach, YouTube's localization extends across 100 countries and it supports over 80 languages, thus facilitating a truly global audience. This universality means that sightseers from virtually anywhere can encounter one's content, transcending geographical constraints to nurture an international presence.

Considering the longevity of content on YouTube, an analogy with real estate is fitting. Videos can be seen as assets that can appreciate in both value and viewership over time, analogous to property investments. They remain active, continuing to draw in views and potential revenue even years down the line. Content creators find that their past efforts are not in vain but may continue to bolster their influence and bring a steady stream of traffic and prospects to their brand.

In summary, YouTube’s unique architecture makes it not just a stage for immediate exposure but a platform for lasting visibility. It stands as a robust tool for anyone looking to expand their business, leveraging the power of video to connect with viewers today, tomorrow, and long into the future.

Three Video Ideas

1. Answering Targeted Questions

For individuals seeking to expand their YouTube presence, providing clear solutions to specific, commonly asked questions can be an effective strategy. Content creators should focus on queries closely related to their field, aiming for ones that are frequent yet straightforward. For example, a real estate channel might cover topics such as finding a home or selecting a credible agent. These targeted videos not only address the viewer's immediate needs – considering that a significant portion of the YouTube audience searches the platform for problem-solving – but they can also deliver the information in an engaging, educational format. By honing in on particular topics, YouTubers are often better able to capture the attention of new viewers who seek direct answers to their questions.

Content TipExample Questions
Be Specific"How to choose the best real estate agent?"
Solve Issues"Techniques to prevent procrastination."
Focus on Niche"Comparative benefits of ice versus heat therapy."

2. Surfing on Trends

Rapid channel growth can be achieved by adeptly capitalizing on current trends within one's industry. Content creators need to spot the waves of trending topics and time their videos perfectly to maximize impact. This strategy involves creating content that intersects with what is happening in the world, and what is on the minds of your potential audience. Whether it's a new update in technology or shifts in the real estate market, addressing these issues head-on can attract viewers who are searching for relevant and timely insights. However, to truly benefit from trend surfing, certain elements must align:

  • Topic: Choose what resonates with your audience.
  • Timing: Release content when it's most relevant.
  • Thumbnails and Titles: Create compelling visuals and headlines.
  • Content: Ensure the video lives up to the promise of the thumbnail and title.

3. The Power of Video Podcasts

Starting a video podcast can leverage YouTube for substantial and consistent audience growth. This format allows content creators to distribute their message across multiple platforms efficiently, transforming a single recording session into various forms of content. By editing the main video for YouTube, extracting audio for podcast platforms, and creating short-form content for social media, creators can increase their online presence with minimal additional effort.

Furthermore, by discussing trending topics or hosting guests, video podcasts can ride the waves of current events, drawing in more viewers with relevant discussions. It's a strategy requiring commitment and sometimes a team, but it's one that offers extensive reach and audience engagement.

StrategyPlatform Repurposing
Main PodcastPost full episodes on YouTube
Audio ExtractionDistribute on Spotify, Apple Podcasts, etc.
Short HighlightsCreate YouTube Shorts, Instagram Reels, etc. from key points
Additional ContentConvert discussions into blogs or shareable quotes

Final Point

Investing in diverse income streams through YouTube is a powerful strategy. Ways to monetize include:

  • Advertising Revenue: Monetizing through ads on videos.
  • Affiliate Commissions: Earning from product referrals.
  • Support from Viewers: Crowdfunding for financial support.
  • Merchandising: Selling branded products.
  • Partnerships with Brands: Securing sponsorships.
  • Subscription Software: Promoting SaaS products.
  • Direct Sales: Utilizing network marketing.
  • Literary Sales: Selling books for additional income.
  • Professional Services: Offering coaching or consulting.
  • Exclusive Groups: Organizing masterminds.
  • Online Retail: Venturing into e-commerce.
  • Event Hosting: Organizing paid events.
  • Exclusive Content: Creating membership sites.
  • Digital Offerings: Selling digital products.
  • Capital Ventures: Using YouTube for investment opportunities.

Potential YouTubers are motivated to diversify their revenue and not solely rely on one stream. The complexity of operations may necessitate hiring a skilled operations director or assistant to manage these varied income avenues effectively. Maintaining consistency is essential in content creation to keep viewers engaged and motivated to participate in the different calls to action (CTA), which could range from signing up for an email list to buying merchandise. Despite challenges, the endeavor can be a substantial factor in business success.

Frequently Asked Questions

How significant is SEO in enhancing video visibility on YouTube?

SEO remains a fundamental aspect of increasing a video's visibility on YouTube. While the traditional approach to SEO, such as tediously crafted descriptions, might not hold the same weight, prioritizing the right title and the substance of your content is paramount. YouTube's sophisticated algorithm actively "listens" to spoken content in videos, underscoring the essence of a strategically chosen target keyword and relevant keywords throughout your video.

Are video captions necessary for YouTube algorithm analysis?

When discussing the YouTube algorithm, captions may not be a top priority. However, they contribute significantly to creating high-caliber content. Free platforms are improving, yet professional services like rev.com offer a valuable investment for top-notch captions. While costlier, they enhance viewer retention, especially for lengthier content.

Should investing in YouTube ads be prioritized for audience growth?

YouTube does not lower your channel's standing if you spend on ads or purchase views. However, these strategies do not guarantee audience growth or higher engagement. The ultimate advice points towards organic growth by enhancing content quality, such as utilizing analytical tools like TubeBuddy or vidIQ, investing in quality production, and understanding YouTube Analytics. Strategic content remains superior for sustainable channel development.

How should a content creator select a name for their YouTube channel?

Deciding on a channel name depends on personal preferences and the long-term objectives of the creator. Whether it's one's personal name, a business, or a team name, it should align with the avenue and purpose of your content. Personal branding using one's name can be advantageous, sustaining your brand perpetually.

What is the ideal length for YouTube videos?

Video duration should be directly tied to the content's value and viewer engagement, with no definitive optimal length. Whether a quick tutorial or a comprehensive guide, videos should convey messages effectively yet succinctly. Retention, rather than run time, should guide content length, with every second crafted to captivate the audience.


For those seeking depth on YouTube strategies, Sean hosts the Think Media and Think Media Podcast on YouTube, along with Video Influencers. Follow him on Instagram, Twitter, and Facebook for up-to-date insights, or explore further resources on seancannell.com. Additionally, Sean's insights are compiled in his book, "YouTube Secrets," available for purchase on Amazon.

Remember to focus on keywords, watch time, and retention metrics, ensuring content ranks well in the search engine and captures high CTR (Click-Through-Rate). Long-tail keywords, hashtags, and analytics are tools at your disposal when used correctly, they can help spearhead your YouTube channel’s growth. Always keep sight of YouTube SEO best practices to stay ahead.

Common Queries on Enhancing YouTube Channel Performance

Tactics for Boosting Subscriber Numbers Quickly

To accelerate subscriber growth:

  • Consistency is key: Maintain a regular posting schedule to keep viewers engaged.
  • Engagement: Encourage viewers to subscribe with calls to action at the beginning and end of videos.
  • Collaborations: Partner with other creators to tap into new audiences.

Tools for Audience Expansion on YouTube

Valuable tools for audience growth include:

  • Analytics platforms: Leverage insights from vidIQ or TubeBuddy for strategic planning.
  • SEO tools: Use keyword optimization to improve video discoverability.
  • Social media: Promote content across multiple platforms to reach wider audiences.

Strategies for YouTube Content Optimization

Effective content strategies involve:

  • Quality content: Invest in good equipment and editing software for high production value.
  • SEO: Research and utilize relevant keywords in titles, descriptions, and tags.
  • Thumbnails: Create eye-catching thumbnails to increase click-through rates.

Monetization and Growth Tactics for YouTube Channels

For monetization and growth:

  • Diverse revenue streams: Explore AdSense, sponsorships, and merchandise.
  • Viewer retention: Focus on producing content that keeps viewers watching longer.
  • Community building: Foster a strong community through interactions in the comments and live streams.

Organic Growth Strategies for YouTube Channels

To grow organically:

  • Content value: Provide unique, informative, or entertaining content consistently.
  • Engagement: Interact with your audience to create a loyal viewer base.
  • Optimization: Regularly update your metadata based on performance analytics.

Projected Timeline for YouTube Channel Growth

Typical growth timeline expectations:

  • Initial phase: Growth may be slow as you establish your niche and audience.
  • Consistency: As you continue to produce and optimize content, growth rate can increase.
  • Long-term commitment: Sustainable growth requires a long-term perspective and consistent effort.

Remember, while tactics can vary, dedication to quality and engagement with your audience are foundational to growing a YouTube channel.

How to Grow Your YouTube Channel: Proven Strategies for Boosting Subscribers

Understanding the potential of media as a tool for outreach and business growth is critical for entrepreneurs in today's digital landscape. Media offers a powerful platform to communicate with a broad audience, engage with potential customers, and establish a brand's presence. Focusing on YouTube, entrepreneurs find a robust avenue to showcase their content, reach a dedicated following, and expand their influence.

As a dynamic platform, YouTube caters to a diverse range of creators, offering unique opportunities to craft a message that resonates with audiences and aligns with business goals.

Emphasizing the quality of engagement over the size of the following, successful entrepreneurs recognize that connecting with the right audience is more impactful than just aiming for high numbers. By providing valuable content and maintaining a clear vision of their objectives, creators can foster a sustainable and loyal viewership that supports their brand. Whether targeting a narrower niche or seeking widespread appeal, the essence lies in being strategic about content and how it serves the brand's overarching aims.

Key Takeaways

  • Media investment is essential for modern entrepreneurs seeking brand growth and resilience.
  • YouTube provides a platform for quality engagement with the right audience, rather than just large followings.
  • Clear goals and high-quality content are key to leveraging media effectively for business success.

Why Invest in the Media?

Investing in the media is increasingly advisable due to the substantial growth of what is known as the creator economy. Content creators are leveraging various platforms to generate income, often serving in multiple roles such as authors, public speakers, or consultants. This sector, marked by its versatility, becomes even more significant considering its current market valuation of $20 billion, with the potential for exponential growth.

The creator economy not only exhibits resilience in light of tech stock fluctuations but is also outpacing traditional small businesses in terms of growth. Influential figures, including Joe Rogan and Gary Vaynerchuk, are recognizing the tangible benefits and are thus strategically placing their investments in media ventures. Their success stories underpin the merit of these strategies.

  • Economic Impact: The creator sector is forecast to quintuple in value by year's end.
  • Strategic Diversification: Creators often expand their influence through multiple roles and industries.
  • Robust Growth: This dynamic market segment is among the quickest expanding in today's economy.
  • Profitable Opportunities: A notable segment comprising over two million creators globally yields six-figure incomes from their content.

Creators who are passionate about their work and adaptable to the changing digital landscape find that a strategic investment in the media not only can yield significant returns but also creates a profile of diversity and innovation. Developing effective strategies and tactics in this domain can lead to success both financially and in terms of audience reach and engagement.

Why YouTube Stands Out

YouTube stands firmly as the titan of video content, drawing in a staggering 2.6 billion individuals engaging with the platform each month. This number reflects its monumental growth—an addition of hundreds of millions of new active users within a mere handful of months—indicating the platform's reach and resonance with a global audience.

For entrepreneurs querying the presence of their target demographics, YouTube is exceedingly likely to be the common ground. Whether serving business-to-business (B2B) or business-to-consumer (B2C) markets, the likelihood of reaching the intended audience on this platform is high. One might wonder if initiating a presence on YouTube is arriving too late, yet the continuous surge in content consumption offers reassurance. While competition is a reality, it is overshadowed by the users' insatiable appetite for new and engaging content, making this an opportune moment to present one's brand to the world.

What genuinely differentiates YouTube from other major social platforms is its enduring nature as a content repository. Unlike a typical social media feed where content faces rapid obsolescence, YouTube's architecture serves as a perpetual library. It not only curates but also aids in the discovery of content far beyond its initial publication date. Furthermore, as it functions as a robust search engine, the platform assures that content remains accessible and relevant.

In terms of reach, YouTube's localization extends across 100 countries and it supports over 80 languages, thus facilitating a truly global audience. This universality means that sightseers from virtually anywhere can encounter one's content, transcending geographical constraints to nurture an international presence.

Considering the longevity of content on YouTube, an analogy with real estate is fitting. Videos can be seen as assets that can appreciate in both value and viewership over time, analogous to property investments. They remain active, continuing to draw in views and potential revenue even years down the line. Content creators find that their past efforts are not in vain but may continue to bolster their influence and bring a steady stream of traffic and prospects to their brand.

In summary, YouTube’s unique architecture makes it not just a stage for immediate exposure but a platform for lasting visibility. It stands as a robust tool for anyone looking to expand their business, leveraging the power of video to connect with viewers today, tomorrow, and long into the future.

Three Video Ideas

1. Answering Targeted Questions

For individuals seeking to expand their YouTube presence, providing clear solutions to specific, commonly asked questions can be an effective strategy. Content creators should focus on queries closely related to their field, aiming for ones that are frequent yet straightforward. For example, a real estate channel might cover topics such as finding a home or selecting a credible agent. These targeted videos not only address the viewer's immediate needs – considering that a significant portion of the YouTube audience searches the platform for problem-solving – but they can also deliver the information in an engaging, educational format. By honing in on particular topics, YouTubers are often better able to capture the attention of new viewers who seek direct answers to their questions.

Content TipExample Questions
Be Specific"How to choose the best real estate agent?"
Solve Issues"Techniques to prevent procrastination."
Focus on Niche"Comparative benefits of ice versus heat therapy."

2. Surfing on Trends

Rapid channel growth can be achieved by adeptly capitalizing on current trends within one's industry. Content creators need to spot the waves of trending topics and time their videos perfectly to maximize impact. This strategy involves creating content that intersects with what is happening in the world, and what is on the minds of your potential audience. Whether it's a new update in technology or shifts in the real estate market, addressing these issues head-on can attract viewers who are searching for relevant and timely insights. However, to truly benefit from trend surfing, certain elements must align:

  • Topic: Choose what resonates with your audience.
  • Timing: Release content when it's most relevant.
  • Thumbnails and Titles: Create compelling visuals and headlines.
  • Content: Ensure the video lives up to the promise of the thumbnail and title.

3. The Power of Video Podcasts

Starting a video podcast can leverage YouTube for substantial and consistent audience growth. This format allows content creators to distribute their message across multiple platforms efficiently, transforming a single recording session into various forms of content. By editing the main video for YouTube, extracting audio for podcast platforms, and creating short-form content for social media, creators can increase their online presence with minimal additional effort.

Furthermore, by discussing trending topics or hosting guests, video podcasts can ride the waves of current events, drawing in more viewers with relevant discussions. It's a strategy requiring commitment and sometimes a team, but it's one that offers extensive reach and audience engagement.

StrategyPlatform Repurposing
Main PodcastPost full episodes on YouTube
Audio ExtractionDistribute on Spotify, Apple Podcasts, etc.
Short HighlightsCreate YouTube Shorts, Instagram Reels, etc. from key points
Additional ContentConvert discussions into blogs or shareable quotes

Final Point

Investing in diverse income streams through YouTube is a powerful strategy. Ways to monetize include:

  • Advertising Revenue: Monetizing through ads on videos.
  • Affiliate Commissions: Earning from product referrals.
  • Support from Viewers: Crowdfunding for financial support.
  • Merchandising: Selling branded products.
  • Partnerships with Brands: Securing sponsorships.
  • Subscription Software: Promoting SaaS products.
  • Direct Sales: Utilizing network marketing.
  • Literary Sales: Selling books for additional income.
  • Professional Services: Offering coaching or consulting.
  • Exclusive Groups: Organizing masterminds.
  • Online Retail: Venturing into e-commerce.
  • Event Hosting: Organizing paid events.
  • Exclusive Content: Creating membership sites.
  • Digital Offerings: Selling digital products.
  • Capital Ventures: Using YouTube for investment opportunities.

Potential YouTubers are motivated to diversify their revenue and not solely rely on one stream. The complexity of operations may necessitate hiring a skilled operations director or assistant to manage these varied income avenues effectively. Maintaining consistency is essential in content creation to keep viewers engaged and motivated to participate in the different calls to action (CTA), which could range from signing up for an email list to buying merchandise. Despite challenges, the endeavor can be a substantial factor in business success.

Frequently Asked Questions

How significant is SEO in enhancing video visibility on YouTube?

SEO remains a fundamental aspect of increasing a video's visibility on YouTube. While the traditional approach to SEO, such as tediously crafted descriptions, might not hold the same weight, prioritizing the right title and the substance of your content is paramount. YouTube's sophisticated algorithm actively "listens" to spoken content in videos, underscoring the essence of a strategically chosen target keyword and relevant keywords throughout your video.

Are video captions necessary for YouTube algorithm analysis?

When discussing the YouTube algorithm, captions may not be a top priority. However, they contribute significantly to creating high-caliber content. Free platforms are improving, yet professional services like rev.com offer a valuable investment for top-notch captions. While costlier, they enhance viewer retention, especially for lengthier content.

Should investing in YouTube ads be prioritized for audience growth?

YouTube does not lower your channel's standing if you spend on ads or purchase views. However, these strategies do not guarantee audience growth or higher engagement. The ultimate advice points towards organic growth by enhancing content quality, such as utilizing analytical tools like TubeBuddy or vidIQ, investing in quality production, and understanding YouTube Analytics. Strategic content remains superior for sustainable channel development.

How should a content creator select a name for their YouTube channel?

Deciding on a channel name depends on personal preferences and the long-term objectives of the creator. Whether it's one's personal name, a business, or a team name, it should align with the avenue and purpose of your content. Personal branding using one's name can be advantageous, sustaining your brand perpetually.

What is the ideal length for YouTube videos?

Video duration should be directly tied to the content's value and viewer engagement, with no definitive optimal length. Whether a quick tutorial or a comprehensive guide, videos should convey messages effectively yet succinctly. Retention, rather than run time, should guide content length, with every second crafted to captivate the audience.


For those seeking depth on YouTube strategies, Sean hosts the Think Media and Think Media Podcast on YouTube, along with Video Influencers. Follow him on Instagram, Twitter, and Facebook for up-to-date insights, or explore further resources on seancannell.com. Additionally, Sean's insights are compiled in his book, "YouTube Secrets," available for purchase on Amazon.

Remember to focus on keywords, watch time, and retention metrics, ensuring content ranks well in the search engine and captures high CTR (Click-Through-Rate). Long-tail keywords, hashtags, and analytics are tools at your disposal when used correctly, they can help spearhead your YouTube channel’s growth. Always keep sight of YouTube SEO best practices to stay ahead.

Common Queries on Enhancing YouTube Channel Performance

Tactics for Boosting Subscriber Numbers Quickly

To accelerate subscriber growth:

  • Consistency is key: Maintain a regular posting schedule to keep viewers engaged.
  • Engagement: Encourage viewers to subscribe with calls to action at the beginning and end of videos.
  • Collaborations: Partner with other creators to tap into new audiences.

Tools for Audience Expansion on YouTube

Valuable tools for audience growth include:

Strategies for YouTube Content Optimization

Effective content strategies involve:

  • Quality content: Invest in good equipment and editing software for high production value.
  • SEO: Research and utilize relevant keywords in titles, descriptions, and tags.
  • Thumbnails: Create eye-catching thumbnails to increase click-through rates.

Monetization and Growth Tactics for YouTube Channels

For monetization and growth:

  • Diverse revenue streams: Explore AdSense, sponsorships, and merchandise.
  • Viewer retention: Focus on producing content that keeps viewers watching longer.
  • Community building: Foster a strong community through interactions in the comments and live streams.

Organic Growth Strategies for YouTube Channels

To grow organically:

  • Content value: Provide unique, informative, or entertaining content consistently.
  • Engagement: Interact with your audience to create a loyal viewer base.
  • Optimization: Regularly update your metadata based on performance analytics.

Projected Timeline for YouTube Channel Growth

Typical growth timeline expectations:

  • Initial phase: Growth may be slow as you establish your niche and audience.
  • Consistency: As you continue to produce and optimize content, growth rate can increase.
  • Long-term commitment: Sustainable growth requires a long-term perspective and consistent effort.

Remember, while tactics can vary, dedication to quality and engagement with your audience are foundational to growing a YouTube channel.

01

Trends and Tips for Real Estate Agents on Social Media

Welcome back to Brilliant Talks, our free weekly coaching program for real estate agents. Let’s talk about social media!

According to the 2023 spend forecast, companies are investing most of their money and resources on social media and Google marketing, because that is where most people go. Social media has become an integral part of our everyday lives, and it is a massive opportunity we don’t want to miss out on for our business.

Yes, it is true that the market has shifted and fewer people are buying real estate now. But we still see a lot of people going online and starting their home search there. Social media gives us plenty of opportunities to build relationships and connect with our audience, whether through Google, Facebook, YouTube, Instagram, Twitter, TikTok, or LinkedIn.

That is why I always encourage fellow agents to double down on their social media marketing. In this day and age, Google PPC and social media should be part of your prospecting efforts, alongside the traditional door-knocking, cold calling, and open houses.

So, what does it look like for us when it comes to building out an online strategy that makes sense for our business?

Video marketing. We still see videos dominating on all platforms. Elon Musk even announced in his recent presentation on what’s next for Twitter that one of those was more video. 

YouTube and LinkedIn favor longer form videos, but there are tons of opportunities for short videos as well, such as YouTube shorts, Facebook and Instagram reels, and TikTok.

Utilizing geo-tagging on TikTok particularly helps real estate agents get in front of audiences looking for homes in those local areas. Furthermore, TikTok is used as a search engine by younger audiences, as we discussed in our previous session.

Here’s what’s next for social media: The year 2023 will be a year built on consumer trust. It always has been the case, but there is an increasing demand for privacy, security, and authenticity. For real estate, it is mostly about consistency

Consistency is key

I was reading a book called “How to Fail at Almost Everything and Still Win Big” by Scott Adams, and there is a quote that really stuck with me.

“In our messy, flawed lives, the nearest we can get to truth is CONSISTENCY.”

It applies in business and to social media as well. This is how we were able to build an audience on social media and have the largest community of real estate agents on Facebook.

If you want to know how to build trust, grow your business, and appear to people that you are the voice in your state or area or specific industry, start by showing up. Be consistent.

The quote tells us that if something continually happens, it almost becomes true. Consistency also lets people know they can rely on you—it is what separates the ordinary from the excellent and is what makes you a “professional”.

Show them you care

We also build trust by paying attention to our audience. To make them feel like we actually care about them. That means becoming better listeners and actively engaging with them. We need to invest time and attention in others if we want them to invest their time and attention in us.

It involves creating content with great value—that helps them, inspires them, educates them, or entertains them. Remember the three F’s: Facts, Feelings and Fun. To know what they want and need, we have to become better social listeners.

But it isn’t enough to just give out content. It is also about going into their feed and taking the time to LCM (like, comment, and message).

Trust and connection are two-way streets. You want to make sure your audience knows you are available and within reach of them, and that if they reach out to you and offer support to you, you’ll respond.

Listen to the data

It is also important to dive into your analytics. I talked to Derral Eves, one of the biggest names on YouTube, recently, and he reminded me of the importance of analytics.

The way your audience behaves and interacts with your content, whether on your website or in your profiles, says a lot about them. The analytics will help you get a bird's-eye view of what your audience is trying to tell you based on their behavior on your social media.

When you understand how to interpret analytics, it can greatly assist you in evolving and growing. It informs you what changes need to be implemented in your content strategy, format, engagement strategy, and business.

Be human

People want to know that you are an actual human, not just a bot automatically sending them pre-designed messages (which are basically spam). You, too, are a consumer; you were a consumer before you became an entrepreneur. You know the feeling of wariness and annoyance when bots send you messages.

When people show up to root for you, your content, and your business, they want to know it is you they are showing up for. So, be as authentic as possible, and just be human.

Watch the video replay of our coaching session to follow along. I showed the white paper my team put together for me on there. We do this weekly, on Tuesdays, and you are welcome to sign up. And if you missed our previous sessions, you can check them out here.

Conclusion

Social media is just like the other prospecting arms of your business. The key is to figure out what makes sense for you and your business and how you can make it uniquely yours. We all do door-knocking, cold calling, and open houses in the same way, but we each add our own styles and twists to make them more effective.

If you need help with building or growing your social media outlets and how to effectively utilize them for your business, we also do one-on-one and group coaching, so feel free to reach out to me. You can also leave me a message if you want a copy of our “Your Social Media Strategy for 2023” white paper and our December 2022 social media calendar.

Trends and Tips for Real Estate Agents on Social Media

Welcome back to Brilliant Talks, our free weekly coaching program for real estate agents. Let’s talk about social media!

According to the 2023 spend forecast, companies are investing most of their money and resources on social media and Google marketing, because that is where most people go. Social media has become an integral part of our everyday lives, and it is a massive opportunity we don’t want to miss out on for our business.

Yes, it is true that the market has shifted and fewer people are buying real estate now. But we still see a lot of people going online and starting their home search there. Social media gives us plenty of opportunities to build relationships and connect with our audience, whether through Google, Facebook, YouTube, Instagram, Twitter, TikTok, or LinkedIn.

That is why I always encourage fellow agents to double down on their social media marketing. In this day and age, Google PPC and social media should be part of your prospecting efforts, alongside the traditional door-knocking, cold calling, and open houses.

So, what does it look like for us when it comes to building out an online strategy that makes sense for our business?

Video marketing. We still see videos dominating on all platforms. Elon Musk even announced in his recent presentation on what’s next for Twitter that one of those was more video. 

YouTube and LinkedIn favor longer form videos, but there are tons of opportunities for short videos as well, such as YouTube shorts, Facebook and Instagram reels, and TikTok.

Utilizing geo-tagging on TikTok particularly helps real estate agents get in front of audiences looking for homes in those local areas. Furthermore, TikTok is used as a search engine by younger audiences, as we discussed in our previous session.

Here’s what’s next for social media: The year 2023 will be a year built on consumer trust. It always has been the case, but there is an increasing demand for privacy, security, and authenticity. For real estate, it is mostly about consistency

Consistency is key

I was reading a book called “How to Fail at Almost Everything and Still Win Big” by Scott Adams, and there is a quote that really stuck with me.

“In our messy, flawed lives, the nearest we can get to truth is CONSISTENCY.”

It applies in business and to social media as well. This is how we were able to build an audience on social media and have the largest community of real estate agents on Facebook.

If you want to know how to build trust, grow your business, and appear to people that you are the voice in your state or area or specific industry, start by showing up. Be consistent.

The quote tells us that if something continually happens, it almost becomes true. Consistency also lets people know they can rely on you—it is what separates the ordinary from the excellent and is what makes you a “professional”.

Show them you care

We also build trust by paying attention to our audience. To make them feel like we actually care about them. That means becoming better listeners and actively engaging with them. We need to invest time and attention in others if we want them to invest their time and attention in us.

It involves creating content with great value—that helps them, inspires them, educates them, or entertains them. Remember the three F’s: Facts, Feelings and Fun. To know what they want and need, we have to become better social listeners.

But it isn’t enough to just give out content. It is also about going into their feed and taking the time to LCM (like, comment, and message).

Trust and connection are two-way streets. You want to make sure your audience knows you are available and within reach of them, and that if they reach out to you and offer support to you, you’ll respond.

Listen to the data

It is also important to dive into your analytics. I talked to Derral Eves, one of the biggest names on YouTube, recently, and he reminded me of the importance of analytics.

The way your audience behaves and interacts with your content, whether on your website or in your profiles, says a lot about them. The analytics will help you get a bird's-eye view of what your audience is trying to tell you based on their behavior on your social media.

When you understand how to interpret analytics, it can greatly assist you in evolving and growing. It informs you what changes need to be implemented in your content strategy, format, engagement strategy, and business.

Be human

People want to know that you are an actual human, not just a bot automatically sending them pre-designed messages (which are basically spam). You, too, are a consumer; you were a consumer before you became an entrepreneur. You know the feeling of wariness and annoyance when bots send you messages.

When people show up to root for you, your content, and your business, they want to know it is you they are showing up for. So, be as authentic as possible, and just be human.

Watch the video replay of our coaching session to follow along. I showed the white paper my team put together for me on there. We do this weekly, on Tuesdays, and you are welcome to sign up. And if you missed our previous sessions, you can check them out here.

Conclusion

Social media is just like the other prospecting arms of your business. The key is to figure out what makes sense for you and your business and how you can make it uniquely yours. We all do door-knocking, cold calling, and open houses in the same way, but we each add our own styles and twists to make them more effective.

If you need help with building or growing your social media outlets and how to effectively utilize them for your business, we also do one-on-one and group coaching, so feel free to reach out to me. You can also leave me a message if you want a copy of our “Your Social Media Strategy for 2023” white paper and our December 2022 social media calendar.

02

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

03

Mastering Social Media Engagement: Insights from Jeff Pfitzer and Brilliant Talks

Jeff Pfitzer, my friend and Co-Founder of Drunk On Social, joins me in this session of Brilliant Talks. We talked about how to utilize social media as an effective tool for our business, and how to create authentic engagement and grow our social media audience.

When it comes to growing your brand on social media, it comes down to two things.

Our number one job is to create content of great value consistently, but it doesn’t end there. The second part is to create engagement, which is the crucial part when it comes to building relationships.

Content creation: Start with your pillars

If you're familiar with the way that I run things in our businesses, you know that I have a social media content calendar. I give that away for free, and I’ve shown it several times on some of my YouTube videos.

So, if you’re ever wondering what it is you need as far as creating content, my advice is to start with your pillarsWhat is it that you gravitate towards? What are the things that you love or like doing?

Sean Cannell told me before that “The riches are in the niches” so I outlined nine questions that can hopefully help you dive deeper into what your pillars are.

We want to attract the right audience for our business and growth, and reflecting and diving deeper into these questions can help you identify a deeper niche.

  • Who’s your audience for your business?

We don’t often think about it, specifically for real estate: Who is your audience?

Are you targeting first-time homebuyers? Are you targeting homeowners that want to downsize? Or maybe homeowners who want to upscale and upgrade? Are you targeting people that are buying homes in a vacation home rental area?

It is important to understand that. Also, depending on where you are at, the question might shift between who is your audience? and who do you want your audience to be?

That’s the question I asked myself some years back that allowed me to grow into targeting more luxury audiences in Malibu.

  • What do you enjoy doing in your spare time?

This is important because it narrows down how you start connecting with your audience better. Let’s face it, when people connect with you on social media, it is probably not going to be over what you do for a living–real estate. People connect more with what you love doing that you share online, whether it is cats, kayaking, or video games. Or in my case, books and journals. Or traveling–whatever it is you love doing.

Dive deeper into your hobbies and interests and ask yourself these questions so you can niche down.

  • What are you better at than most people?

 What do you do better than most people? Not everyone, just most people. The answer to that can also be one of your pillars (I like to call it superpowers). Chances are, the things you are good at, you are good at them because you like doing them. And because you like doing it, you have a certain passion and curiosity for it, and that energy can be very attractive to your audience.

  • When you are on social media, what do you gravitate to watching the most?

What are the contents you enjoy watching that you can also envision yourself doing something along those lines? What are you watching and why?

  • Do you have any family or pets that you can talk about or showcase on social media?

We often see a lot of pets or kids videos on social media that get a lot of love. If you want to include that as one of your pillars into your content on social media, that works.

  • Do you have any hobbies you spend a lot of time doing?

Outside of real estate, which, if we want to make a career out of it, we should be doing full-time, what are your hobbies that you put so much time into? Are you into sports, crafts, gaming, travel, etc.? Share your hobbies, and people who love the same things as you might find you.

  • Is there anything special about the city, town or location you live in that others would be interested in knowing about?

I’m in Malibu. So you’ll see a lot of posts on my Instagram or TikTok a few years back about Malibu. Depending on where you're at, if you know special things about your town or things to do there, that can also be a pillar that attracts the people.

TikTok especially loves this content. They love identifying you based on the geotag. And that gives you a lot of love locally. 

  • If you can only talk about one thing for the rest of your life, what would that be?

I want you to answer this question, because I asked myself this question often, and for me it is books. I could probably talk about books for the rest of my life. I love reading, so I'm going to go ahead and read. And then I'm probably going to talk about something I learned about the book, a quote, a thought, something. I'm going deeper.

For others it can be the ocean. What about the ocean? Is it about the beach? The things you can do on the beach or in the ocean? Is it about the creatures there?

If you like sports, what specific sports? Who’s your favorite team? Why do you like that team? Who are your favorite players? Have you ever played that sport before? How did it feel to play that sport?

It can be about music. What type of music do you love? Who are your favorite artists? Do you play any instruments? Why do you like music?

This is one pillar that you can go super deep in. The more questions you ask yourself, the more niche you can go, and the more social media platform algorithms will reward you.

  • When it comes to your job, what aspect of it are you amazing at?

We often think first of the things we suck at in our jobs. For me, that was showing property. I am not great at showing properties, I literally would be that agent to be like, “And that's the kitchen… and that's the bathroom.”

But what is it that you are great at?

I am great at keeping the client calm, relaxed, and just having this process go as smoothly as possible with their expectations, especially on calls. Since I am great at this, now I know what to talk about more on social media. It is something that I can teach. I can’t teach something I suck at–I have to get better at it first. But I can teach what I am good at, and people who are bad at, say, knowing how to talk to leads or customers on the phone will be interested in how I do it.

These nine questions are just some of the prompts that can help you reflect on what you could possibly talk about. The deeper you can dive into things that you like, you are passionate about, you find interesting, and you are good at, the more niche your contents will be. And they will be more authentic to who you are. Because you already know those things, and love those things, and you are already doing those things.

I was asked a question, “How often do you mention real estate [on your social media content, then]?” That is the next part.

STAY

I mentioned my social media calendar earlier, and I’ve dived deeper into this in earlier sessions and YouTube videos. We rotate through a cycle of four “buckets” which we call STAY. It is Sell with a story, Teach, Advice, and You.

Obviously, on the selling part you will talk about real estate, and you're selling with a story. Hopefully you're allowing me to connect with you through that story, through real estate.

Teach can be about real estate, or it can be about your hobby, or the area you live in. It can be about the book you just read, or a new recipe you are absolutely loving.

You can dive deeper into those with advice. What suggestions do you have based on your experience? Again, you can alternate between business and personal/pleasure here. Do you have a great hack for removing odors and stains on kitchen countertops that maybe your grandmother has passed on to you? Do you have advice on how to journal for mental health or mindfulness?

Lastly, talk about you. How your day was, your pets, etc. show me what you're eating, show me what you're doing, show me where you're going. Tell me what's going on.

The thing that makes social media work is you. You are the differentiating factor here. And we don't use enough of it.

People want to connect with you. And you've heard this thousands of times, but people want to work with people that they can connect with on social, that they can connect with on video, that they can trust just based on that feeling of “you know what, that person's my type of person.”

People trust those they can identify with, who are “similar” to them.

But a lot of us don't allow for that connection to happen because sometimes you're just talking about real estate and you're missing a different audience. 

I'm not saying just talking about real estate won't work because we've seen it work. But I want you to broaden your audience by doing things that bring in more people.

Engage

Facebook, Instagram, TikTok Stories/Reels or YouTube Shorts take you through what’s happening to your day. That’s where you need to be more engaging. You need to either be telling me something story wise. You can connect with me through advice. You need to be either showing me something that's funny, giving me a fact, making me feel something. That's on the content side.

There's part two, though. See, a lot of us just create the content and never take time to engage. We never take time to go deeper with the people that we're following.

We never go deeper into these relationships and the people that succeed at a high level on social media treat social media like it's a relationship. There is an actual real person they can connect with.

This is where you have to start thinking of social media like cold calling, door knocking, open houses, online leads, events. Social media is another arm of your business prospecting. Regardless of whether you are going on Facebook, Twitter, Instagram, YouTube, LinkedIn, or TikTok, you need to engage with people.

It's going to require you to open up your phone, go to your feed. Now people are going to pop up that you're following. It's your job to connect with them.

Our engagement strategy is something we call LCM, which stands for Like, Comment, and Message. I encourage my team to do this 20 minutes a day. This doesn’t mean we will only respond to messages for those 20 minutes. We take these 20 minutes to scroll through our feeds and initiate conversations with the people we are following and are following us back.

This is probably the fastest and best way to get engagement. I’ve shown this to people who asked me, “Can you teach it to other businesses?” They were so impressed because of two different reasons. One is, a lot of people don't take time to engage.

So, we take 20 minutes to do LCM, and the rest of the day we respond to people who reply and reach out to us. You don’t need to wait a certain amount of time to respond. In fact, you should be responding as quickly as you can.

And, 95% of the time, the people you DM will reply, because you showed authentic concern for them by responding to their post and initiating an interaction.

Now, this is the good part. Aside from making your audience feel good, establishing a deeper connection, keeping you top-of-mind, etc., the moment they reply, you get to hack into the platform’s algorithm.

For example, if Facebook sees you guys interacting and it will show more of your posts to that person.

The good thing here is, your interactions don’t need to be about your business (real estate) at all. Why? Because, if you’ve done your first job, which is to create content consistently, then this is what might happen (as it often does).

You message someone about their post, and you made them feel good, they felt that you actually care about them. That person will start to wonder “How is Tristan doing recently?”

Chances are very high that they will visit your profile to look at your posts, and if you created content there, they will remember that you work in real estate. They will see your posts there.

There are two possible things that can happen that will be good for your business. One, they might currently have a pressing concern or question about real estate. Seeing that you work in that industry, they will ask you their question.

Two, if later on they needed the services of an agent, or someone they know asked them if they know any trustworthy agents, you have a high chance of popping up in their minds.

And these two situations are all opportunities for you.

It keeps you top-of-mind, builds connections, and you did marketing organically on your part, without having to be “that guy” who pummels everyone with “I am in real estate” posts online.

In a nutshell

We could be doing more in utilizing social media for our businesses. Treat it like an actual business, or a prospecting arm. Once you do, you will see all the changes.

I need you to start looking at it that way. I need you to understand that this is just like open houses. This is just like cold calling. This is just like reaching out to your database and calling them and engaging with them. This is just like events. This is the key. This is the future. You need to start thinking of How can I run a business that attracts people? and social media is the answer.

Mastering Social Media Engagement: Insights from Jeff Pfitzer and Brilliant Talks

Jeff Pfitzer, my friend and Co-Founder of Drunk On Social, joins me in this session of Brilliant Talks. We talked about how to utilize social media as an effective tool for our business, and how to create authentic engagement and grow our social media audience.

When it comes to growing your brand on social media, it comes down to two things.

Our number one job is to create content of great value consistently, but it doesn’t end there. The second part is to create engagement, which is the crucial part when it comes to building relationships.

Content creation: Start with your pillars

If you're familiar with the way that I run things in our businesses, you know that I have a social media content calendar. I give that away for free, and I’ve shown it several times on some of my YouTube videos.

So, if you’re ever wondering what it is you need as far as creating content, my advice is to start with your pillarsWhat is it that you gravitate towards? What are the things that you love or like doing?

Sean Cannell told me before that “The riches are in the niches” so I outlined nine questions that can hopefully help you dive deeper into what your pillars are.

We want to attract the right audience for our business and growth, and reflecting and diving deeper into these questions can help you identify a deeper niche.

  • Who’s your audience for your business?

We don’t often think about it, specifically for real estate: Who is your audience?

Are you targeting first-time homebuyers? Are you targeting homeowners that want to downsize? Or maybe homeowners who want to upscale and upgrade? Are you targeting people that are buying homes in a vacation home rental area?

It is important to understand that. Also, depending on where you are at, the question might shift between who is your audience? and who do you want your audience to be?

That’s the question I asked myself some years back that allowed me to grow into targeting more luxury audiences in Malibu.

  • What do you enjoy doing in your spare time?

This is important because it narrows down how you start connecting with your audience better. Let’s face it, when people connect with you on social media, it is probably not going to be over what you do for a living–real estate. People connect more with what you love doing that you share online, whether it is cats, kayaking, or video games. Or in my case, books and journals. Or traveling–whatever it is you love doing.

Dive deeper into your hobbies and interests and ask yourself these questions so you can niche down.

  • What are you better at than most people?

 What do you do better than most people? Not everyone, just most people. The answer to that can also be one of your pillars (I like to call it superpowers). Chances are, the things you are good at, you are good at them because you like doing them. And because you like doing it, you have a certain passion and curiosity for it, and that energy can be very attractive to your audience.

  • When you are on social media, what do you gravitate to watching the most?

What are the contents you enjoy watching that you can also envision yourself doing something along those lines? What are you watching and why?

  • Do you have any family or pets that you can talk about or showcase on social media?

We often see a lot of pets or kids videos on social media that get a lot of love. If you want to include that as one of your pillars into your content on social media, that works.

  • Do you have any hobbies you spend a lot of time doing?

Outside of real estate, which, if we want to make a career out of it, we should be doing full-time, what are your hobbies that you put so much time into? Are you into sports, crafts, gaming, travel, etc.? Share your hobbies, and people who love the same things as you might find you.

  • Is there anything special about the city, town or location you live in that others would be interested in knowing about?

I’m in Malibu. So you’ll see a lot of posts on my Instagram or TikTok a few years back about Malibu. Depending on where you're at, if you know special things about your town or things to do there, that can also be a pillar that attracts the people.

TikTok especially loves this content. They love identifying you based on the geotag. And that gives you a lot of love locally. 

  • If you can only talk about one thing for the rest of your life, what would that be?

I want you to answer this question, because I asked myself this question often, and for me it is books. I could probably talk about books for the rest of my life. I love reading, so I'm going to go ahead and read. And then I'm probably going to talk about something I learned about the book, a quote, a thought, something. I'm going deeper.

For others it can be the ocean. What about the ocean? Is it about the beach? The things you can do on the beach or in the ocean? Is it about the creatures there?

If you like sports, what specific sports? Who’s your favorite team? Why do you like that team? Who are your favorite players? Have you ever played that sport before? How did it feel to play that sport?

It can be about music. What type of music do you love? Who are your favorite artists? Do you play any instruments? Why do you like music?

This is one pillar that you can go super deep in. The more questions you ask yourself, the more niche you can go, and the more social media platform algorithms will reward you.

  • When it comes to your job, what aspect of it are you amazing at?

We often think first of the things we suck at in our jobs. For me, that was showing property. I am not great at showing properties, I literally would be that agent to be like, “And that's the kitchen… and that's the bathroom.”

But what is it that you are great at?

I am great at keeping the client calm, relaxed, and just having this process go as smoothly as possible with their expectations, especially on calls. Since I am great at this, now I know what to talk about more on social media. It is something that I can teach. I can’t teach something I suck at–I have to get better at it first. But I can teach what I am good at, and people who are bad at, say, knowing how to talk to leads or customers on the phone will be interested in how I do it.

These nine questions are just some of the prompts that can help you reflect on what you could possibly talk about. The deeper you can dive into things that you like, you are passionate about, you find interesting, and you are good at, the more niche your contents will be. And they will be more authentic to who you are. Because you already know those things, and love those things, and you are already doing those things.

I was asked a question, “How often do you mention real estate [on your social media content, then]?” That is the next part.

STAY

I mentioned my social media calendar earlier, and I’ve dived deeper into this in earlier sessions and YouTube videos. We rotate through a cycle of four “buckets” which we call STAY. It is Sell with a story, Teach, Advice, and You.

Obviously, on the selling part you will talk about real estate, and you're selling with a story. Hopefully you're allowing me to connect with you through that story, through real estate.

Teach can be about real estate, or it can be about your hobby, or the area you live in. It can be about the book you just read, or a new recipe you are absolutely loving.

You can dive deeper into those with advice. What suggestions do you have based on your experience? Again, you can alternate between business and personal/pleasure here. Do you have a great hack for removing odors and stains on kitchen countertops that maybe your grandmother has passed on to you? Do you have advice on how to journal for mental health or mindfulness?

Lastly, talk about you. How your day was, your pets, etc. show me what you're eating, show me what you're doing, show me where you're going. Tell me what's going on.

The thing that makes social media work is you. You are the differentiating factor here. And we don't use enough of it.

People want to connect with you. And you've heard this thousands of times, but people want to work with people that they can connect with on social, that they can connect with on video, that they can trust just based on that feeling of “you know what, that person's my type of person.”

People trust those they can identify with, who are “similar” to them.

But a lot of us don't allow for that connection to happen because sometimes you're just talking about real estate and you're missing a different audience. 

I'm not saying just talking about real estate won't work because we've seen it work. But I want you to broaden your audience by doing things that bring in more people.

Engage

Facebook, Instagram, TikTok Stories/Reels or YouTube Shorts take you through what’s happening to your day. That’s where you need to be more engaging. You need to either be telling me something story wise. You can connect with me through advice. You need to be either showing me something that's funny, giving me a fact, making me feel something. That's on the content side.

There's part two, though. See, a lot of us just create the content and never take time to engage. We never take time to go deeper with the people that we're following.

We never go deeper into these relationships and the people that succeed at a high level on social media treat social media like it's a relationship. There is an actual real person they can connect with.

This is where you have to start thinking of social media like cold calling, door knocking, open houses, online leads, events. Social media is another arm of your business prospecting. Regardless of whether you are going on Facebook, Twitter, Instagram, YouTube, LinkedIn, or TikTok, you need to engage with people.

It's going to require you to open up your phone, go to your feed. Now people are going to pop up that you're following. It's your job to connect with them.

Our engagement strategy is something we call LCM, which stands for Like, Comment, and Message. I encourage my team to do this 20 minutes a day. This doesn’t mean we will only respond to messages for those 20 minutes. We take these 20 minutes to scroll through our feeds and initiate conversations with the people we are following and are following us back.

This is probably the fastest and best way to get engagement. I’ve shown this to people who asked me, “Can you teach it to other businesses?” They were so impressed because of two different reasons. One is, a lot of people don't take time to engage.

So, we take 20 minutes to do LCM, and the rest of the day we respond to people who reply and reach out to us. You don’t need to wait a certain amount of time to respond. In fact, you should be responding as quickly as you can.

And, 95% of the time, the people you DM will reply, because you showed authentic concern for them by responding to their post and initiating an interaction.

Now, this is the good part. Aside from making your audience feel good, establishing a deeper connection, keeping you top-of-mind, etc., the moment they reply, you get to hack into the platform’s algorithm.

For example, if Facebook sees you guys interacting and it will show more of your posts to that person.

The good thing here is, your interactions don’t need to be about your business (real estate) at all. Why? Because, if you’ve done your first job, which is to create content consistently, then this is what might happen (as it often does).

You message someone about their post, and you made them feel good, they felt that you actually care about them. That person will start to wonder “How is Tristan doing recently?”

Chances are very high that they will visit your profile to look at your posts, and if you created content there, they will remember that you work in real estate. They will see your posts there.

There are two possible things that can happen that will be good for your business. One, they might currently have a pressing concern or question about real estate. Seeing that you work in that industry, they will ask you their question.

Two, if later on they needed the services of an agent, or someone they know asked them if they know any trustworthy agents, you have a high chance of popping up in their minds.

And these two situations are all opportunities for you.

It keeps you top-of-mind, builds connections, and you did marketing organically on your part, without having to be “that guy” who pummels everyone with “I am in real estate” posts online.

In a nutshell

We could be doing more in utilizing social media for our businesses. Treat it like an actual business, or a prospecting arm. Once you do, you will see all the changes.

I need you to start looking at it that way. I need you to understand that this is just like open houses. This is just like cold calling. This is just like reaching out to your database and calling them and engaging with them. This is just like events. This is the key. This is the future. You need to start thinking of How can I run a business that attracts people? and social media is the answer.

04

How to Grow Your YouTube Channel: Proven Strategies for Boosting Subscribers

Understanding the potential of media as a tool for outreach and business growth is critical for entrepreneurs in today's digital landscape. Media offers a powerful platform to communicate with a broad audience, engage with potential customers, and establish a brand's presence. Focusing on YouTube, entrepreneurs find a robust avenue to showcase their content, reach a dedicated following, and expand their influence.

As a dynamic platform, YouTube caters to a diverse range of creators, offering unique opportunities to craft a message that resonates with audiences and aligns with business goals.

Emphasizing the quality of engagement over the size of the following, successful entrepreneurs recognize that connecting with the right audience is more impactful than just aiming for high numbers. By providing valuable content and maintaining a clear vision of their objectives, creators can foster a sustainable and loyal viewership that supports their brand. Whether targeting a narrower niche or seeking widespread appeal, the essence lies in being strategic about content and how it serves the brand's overarching aims.

Key Takeaways

  • Media investment is essential for modern entrepreneurs seeking brand growth and resilience.
  • YouTube provides a platform for quality engagement with the right audience, rather than just large followings.
  • Clear goals and high-quality content are key to leveraging media effectively for business success.

Why Invest in the Media?

Investing in the media is increasingly advisable due to the substantial growth of what is known as the creator economy. Content creators are leveraging various platforms to generate income, often serving in multiple roles such as authors, public speakers, or consultants. This sector, marked by its versatility, becomes even more significant considering its current market valuation of $20 billion, with the potential for exponential growth.

The creator economy not only exhibits resilience in light of tech stock fluctuations but is also outpacing traditional small businesses in terms of growth. Influential figures, including Joe Rogan and Gary Vaynerchuk, are recognizing the tangible benefits and are thus strategically placing their investments in media ventures. Their success stories underpin the merit of these strategies.

  • Economic Impact: The creator sector is forecast to quintuple in value by year's end.
  • Strategic Diversification: Creators often expand their influence through multiple roles and industries.
  • Robust Growth: This dynamic market segment is among the quickest expanding in today's economy.
  • Profitable Opportunities: A notable segment comprising over two million creators globally yields six-figure incomes from their content.

Creators who are passionate about their work and adaptable to the changing digital landscape find that a strategic investment in the media not only can yield significant returns but also creates a profile of diversity and innovation. Developing effective strategies and tactics in this domain can lead to success both financially and in terms of audience reach and engagement.

Why YouTube Stands Out

YouTube stands firmly as the titan of video content, drawing in a staggering 2.6 billion individuals engaging with the platform each month. This number reflects its monumental growth—an addition of hundreds of millions of new active users within a mere handful of months—indicating the platform's reach and resonance with a global audience.

For entrepreneurs querying the presence of their target demographics, YouTube is exceedingly likely to be the common ground. Whether serving business-to-business (B2B) or business-to-consumer (B2C) markets, the likelihood of reaching the intended audience on this platform is high. One might wonder if initiating a presence on YouTube is arriving too late, yet the continuous surge in content consumption offers reassurance. While competition is a reality, it is overshadowed by the users' insatiable appetite for new and engaging content, making this an opportune moment to present one's brand to the world.

What genuinely differentiates YouTube from other major social platforms is its enduring nature as a content repository. Unlike a typical social media feed where content faces rapid obsolescence, YouTube's architecture serves as a perpetual library. It not only curates but also aids in the discovery of content far beyond its initial publication date. Furthermore, as it functions as a robust search engine, the platform assures that content remains accessible and relevant.

In terms of reach, YouTube's localization extends across 100 countries and it supports over 80 languages, thus facilitating a truly global audience. This universality means that sightseers from virtually anywhere can encounter one's content, transcending geographical constraints to nurture an international presence.

Considering the longevity of content on YouTube, an analogy with real estate is fitting. Videos can be seen as assets that can appreciate in both value and viewership over time, analogous to property investments. They remain active, continuing to draw in views and potential revenue even years down the line. Content creators find that their past efforts are not in vain but may continue to bolster their influence and bring a steady stream of traffic and prospects to their brand.

In summary, YouTube’s unique architecture makes it not just a stage for immediate exposure but a platform for lasting visibility. It stands as a robust tool for anyone looking to expand their business, leveraging the power of video to connect with viewers today, tomorrow, and long into the future.

Three Video Ideas

1. Answering Targeted Questions

For individuals seeking to expand their YouTube presence, providing clear solutions to specific, commonly asked questions can be an effective strategy. Content creators should focus on queries closely related to their field, aiming for ones that are frequent yet straightforward. For example, a real estate channel might cover topics such as finding a home or selecting a credible agent. These targeted videos not only address the viewer's immediate needs – considering that a significant portion of the YouTube audience searches the platform for problem-solving – but they can also deliver the information in an engaging, educational format. By honing in on particular topics, YouTubers are often better able to capture the attention of new viewers who seek direct answers to their questions.

Content TipExample Questions
Be Specific"How to choose the best real estate agent?"
Solve Issues"Techniques to prevent procrastination."
Focus on Niche"Comparative benefits of ice versus heat therapy."

2. Surfing on Trends

Rapid channel growth can be achieved by adeptly capitalizing on current trends within one's industry. Content creators need to spot the waves of trending topics and time their videos perfectly to maximize impact. This strategy involves creating content that intersects with what is happening in the world, and what is on the minds of your potential audience. Whether it's a new update in technology or shifts in the real estate market, addressing these issues head-on can attract viewers who are searching for relevant and timely insights. However, to truly benefit from trend surfing, certain elements must align:

  • Topic: Choose what resonates with your audience.
  • Timing: Release content when it's most relevant.
  • Thumbnails and Titles: Create compelling visuals and headlines.
  • Content: Ensure the video lives up to the promise of the thumbnail and title.

3. The Power of Video Podcasts

Starting a video podcast can leverage YouTube for substantial and consistent audience growth. This format allows content creators to distribute their message across multiple platforms efficiently, transforming a single recording session into various forms of content. By editing the main video for YouTube, extracting audio for podcast platforms, and creating short-form content for social media, creators can increase their online presence with minimal additional effort.

Furthermore, by discussing trending topics or hosting guests, video podcasts can ride the waves of current events, drawing in more viewers with relevant discussions. It's a strategy requiring commitment and sometimes a team, but it's one that offers extensive reach and audience engagement.

StrategyPlatform Repurposing
Main PodcastPost full episodes on YouTube
Audio ExtractionDistribute on Spotify, Apple Podcasts, etc.
Short HighlightsCreate YouTube Shorts, Instagram Reels, etc. from key points
Additional ContentConvert discussions into blogs or shareable quotes

Final Point

Investing in diverse income streams through YouTube is a powerful strategy. Ways to monetize include:

  • Advertising Revenue: Monetizing through ads on videos.
  • Affiliate Commissions: Earning from product referrals.
  • Support from Viewers: Crowdfunding for financial support.
  • Merchandising: Selling branded products.
  • Partnerships with Brands: Securing sponsorships.
  • Subscription Software: Promoting SaaS products.
  • Direct Sales: Utilizing network marketing.
  • Literary Sales: Selling books for additional income.
  • Professional Services: Offering coaching or consulting.
  • Exclusive Groups: Organizing masterminds.
  • Online Retail: Venturing into e-commerce.
  • Event Hosting: Organizing paid events.
  • Exclusive Content: Creating membership sites.
  • Digital Offerings: Selling digital products.
  • Capital Ventures: Using YouTube for investment opportunities.

Potential YouTubers are motivated to diversify their revenue and not solely rely on one stream. The complexity of operations may necessitate hiring a skilled operations director or assistant to manage these varied income avenues effectively. Maintaining consistency is essential in content creation to keep viewers engaged and motivated to participate in the different calls to action (CTA), which could range from signing up for an email list to buying merchandise. Despite challenges, the endeavor can be a substantial factor in business success.

Frequently Asked Questions

How significant is SEO in enhancing video visibility on YouTube?

SEO remains a fundamental aspect of increasing a video's visibility on YouTube. While the traditional approach to SEO, such as tediously crafted descriptions, might not hold the same weight, prioritizing the right title and the substance of your content is paramount. YouTube's sophisticated algorithm actively "listens" to spoken content in videos, underscoring the essence of a strategically chosen target keyword and relevant keywords throughout your video.

Are video captions necessary for YouTube algorithm analysis?

When discussing the YouTube algorithm, captions may not be a top priority. However, they contribute significantly to creating high-caliber content. Free platforms are improving, yet professional services like rev.com offer a valuable investment for top-notch captions. While costlier, they enhance viewer retention, especially for lengthier content.

Should investing in YouTube ads be prioritized for audience growth?

YouTube does not lower your channel's standing if you spend on ads or purchase views. However, these strategies do not guarantee audience growth or higher engagement. The ultimate advice points towards organic growth by enhancing content quality, such as utilizing analytical tools like TubeBuddy or vidIQ, investing in quality production, and understanding YouTube Analytics. Strategic content remains superior for sustainable channel development.

How should a content creator select a name for their YouTube channel?

Deciding on a channel name depends on personal preferences and the long-term objectives of the creator. Whether it's one's personal name, a business, or a team name, it should align with the avenue and purpose of your content. Personal branding using one's name can be advantageous, sustaining your brand perpetually.

What is the ideal length for YouTube videos?

Video duration should be directly tied to the content's value and viewer engagement, with no definitive optimal length. Whether a quick tutorial or a comprehensive guide, videos should convey messages effectively yet succinctly. Retention, rather than run time, should guide content length, with every second crafted to captivate the audience.


For those seeking depth on YouTube strategies, Sean hosts the Think Media and Think Media Podcast on YouTube, along with Video Influencers. Follow him on Instagram, Twitter, and Facebook for up-to-date insights, or explore further resources on seancannell.com. Additionally, Sean's insights are compiled in his book, "YouTube Secrets," available for purchase on Amazon.

Remember to focus on keywords, watch time, and retention metrics, ensuring content ranks well in the search engine and captures high CTR (Click-Through-Rate). Long-tail keywords, hashtags, and analytics are tools at your disposal when used correctly, they can help spearhead your YouTube channel’s growth. Always keep sight of YouTube SEO best practices to stay ahead.

Common Queries on Enhancing YouTube Channel Performance

Tactics for Boosting Subscriber Numbers Quickly

To accelerate subscriber growth:

  • Consistency is key: Maintain a regular posting schedule to keep viewers engaged.
  • Engagement: Encourage viewers to subscribe with calls to action at the beginning and end of videos.
  • Collaborations: Partner with other creators to tap into new audiences.

Tools for Audience Expansion on YouTube

Valuable tools for audience growth include:

  • Analytics platforms: Leverage insights from vidIQ or TubeBuddy for strategic planning.
  • SEO tools: Use keyword optimization to improve video discoverability.
  • Social media: Promote content across multiple platforms to reach wider audiences.

Strategies for YouTube Content Optimization

Effective content strategies involve:

  • Quality content: Invest in good equipment and editing software for high production value.
  • SEO: Research and utilize relevant keywords in titles, descriptions, and tags.
  • Thumbnails: Create eye-catching thumbnails to increase click-through rates.

Monetization and Growth Tactics for YouTube Channels

For monetization and growth:

  • Diverse revenue streams: Explore AdSense, sponsorships, and merchandise.
  • Viewer retention: Focus on producing content that keeps viewers watching longer.
  • Community building: Foster a strong community through interactions in the comments and live streams.

Organic Growth Strategies for YouTube Channels

To grow organically:

  • Content value: Provide unique, informative, or entertaining content consistently.
  • Engagement: Interact with your audience to create a loyal viewer base.
  • Optimization: Regularly update your metadata based on performance analytics.

Projected Timeline for YouTube Channel Growth

Typical growth timeline expectations:

  • Initial phase: Growth may be slow as you establish your niche and audience.
  • Consistency: As you continue to produce and optimize content, growth rate can increase.
  • Long-term commitment: Sustainable growth requires a long-term perspective and consistent effort.

Remember, while tactics can vary, dedication to quality and engagement with your audience are foundational to growing a YouTube channel.

How to Grow Your YouTube Channel: Proven Strategies for Boosting Subscribers

Understanding the potential of media as a tool for outreach and business growth is critical for entrepreneurs in today's digital landscape. Media offers a powerful platform to communicate with a broad audience, engage with potential customers, and establish a brand's presence. Focusing on YouTube, entrepreneurs find a robust avenue to showcase their content, reach a dedicated following, and expand their influence.

As a dynamic platform, YouTube caters to a diverse range of creators, offering unique opportunities to craft a message that resonates with audiences and aligns with business goals.

Emphasizing the quality of engagement over the size of the following, successful entrepreneurs recognize that connecting with the right audience is more impactful than just aiming for high numbers. By providing valuable content and maintaining a clear vision of their objectives, creators can foster a sustainable and loyal viewership that supports their brand. Whether targeting a narrower niche or seeking widespread appeal, the essence lies in being strategic about content and how it serves the brand's overarching aims.

Key Takeaways

  • Media investment is essential for modern entrepreneurs seeking brand growth and resilience.
  • YouTube provides a platform for quality engagement with the right audience, rather than just large followings.
  • Clear goals and high-quality content are key to leveraging media effectively for business success.

Why Invest in the Media?

Investing in the media is increasingly advisable due to the substantial growth of what is known as the creator economy. Content creators are leveraging various platforms to generate income, often serving in multiple roles such as authors, public speakers, or consultants. This sector, marked by its versatility, becomes even more significant considering its current market valuation of $20 billion, with the potential for exponential growth.

The creator economy not only exhibits resilience in light of tech stock fluctuations but is also outpacing traditional small businesses in terms of growth. Influential figures, including Joe Rogan and Gary Vaynerchuk, are recognizing the tangible benefits and are thus strategically placing their investments in media ventures. Their success stories underpin the merit of these strategies.

  • Economic Impact: The creator sector is forecast to quintuple in value by year's end.
  • Strategic Diversification: Creators often expand their influence through multiple roles and industries.
  • Robust Growth: This dynamic market segment is among the quickest expanding in today's economy.
  • Profitable Opportunities: A notable segment comprising over two million creators globally yields six-figure incomes from their content.

Creators who are passionate about their work and adaptable to the changing digital landscape find that a strategic investment in the media not only can yield significant returns but also creates a profile of diversity and innovation. Developing effective strategies and tactics in this domain can lead to success both financially and in terms of audience reach and engagement.

Why YouTube Stands Out

YouTube stands firmly as the titan of video content, drawing in a staggering 2.6 billion individuals engaging with the platform each month. This number reflects its monumental growth—an addition of hundreds of millions of new active users within a mere handful of months—indicating the platform's reach and resonance with a global audience.

For entrepreneurs querying the presence of their target demographics, YouTube is exceedingly likely to be the common ground. Whether serving business-to-business (B2B) or business-to-consumer (B2C) markets, the likelihood of reaching the intended audience on this platform is high. One might wonder if initiating a presence on YouTube is arriving too late, yet the continuous surge in content consumption offers reassurance. While competition is a reality, it is overshadowed by the users' insatiable appetite for new and engaging content, making this an opportune moment to present one's brand to the world.

What genuinely differentiates YouTube from other major social platforms is its enduring nature as a content repository. Unlike a typical social media feed where content faces rapid obsolescence, YouTube's architecture serves as a perpetual library. It not only curates but also aids in the discovery of content far beyond its initial publication date. Furthermore, as it functions as a robust search engine, the platform assures that content remains accessible and relevant.

In terms of reach, YouTube's localization extends across 100 countries and it supports over 80 languages, thus facilitating a truly global audience. This universality means that sightseers from virtually anywhere can encounter one's content, transcending geographical constraints to nurture an international presence.

Considering the longevity of content on YouTube, an analogy with real estate is fitting. Videos can be seen as assets that can appreciate in both value and viewership over time, analogous to property investments. They remain active, continuing to draw in views and potential revenue even years down the line. Content creators find that their past efforts are not in vain but may continue to bolster their influence and bring a steady stream of traffic and prospects to their brand.

In summary, YouTube’s unique architecture makes it not just a stage for immediate exposure but a platform for lasting visibility. It stands as a robust tool for anyone looking to expand their business, leveraging the power of video to connect with viewers today, tomorrow, and long into the future.

Three Video Ideas

1. Answering Targeted Questions

For individuals seeking to expand their YouTube presence, providing clear solutions to specific, commonly asked questions can be an effective strategy. Content creators should focus on queries closely related to their field, aiming for ones that are frequent yet straightforward. For example, a real estate channel might cover topics such as finding a home or selecting a credible agent. These targeted videos not only address the viewer's immediate needs – considering that a significant portion of the YouTube audience searches the platform for problem-solving – but they can also deliver the information in an engaging, educational format. By honing in on particular topics, YouTubers are often better able to capture the attention of new viewers who seek direct answers to their questions.

Content TipExample Questions
Be Specific"How to choose the best real estate agent?"
Solve Issues"Techniques to prevent procrastination."
Focus on Niche"Comparative benefits of ice versus heat therapy."

2. Surfing on Trends

Rapid channel growth can be achieved by adeptly capitalizing on current trends within one's industry. Content creators need to spot the waves of trending topics and time their videos perfectly to maximize impact. This strategy involves creating content that intersects with what is happening in the world, and what is on the minds of your potential audience. Whether it's a new update in technology or shifts in the real estate market, addressing these issues head-on can attract viewers who are searching for relevant and timely insights. However, to truly benefit from trend surfing, certain elements must align:

  • Topic: Choose what resonates with your audience.
  • Timing: Release content when it's most relevant.
  • Thumbnails and Titles: Create compelling visuals and headlines.
  • Content: Ensure the video lives up to the promise of the thumbnail and title.

3. The Power of Video Podcasts

Starting a video podcast can leverage YouTube for substantial and consistent audience growth. This format allows content creators to distribute their message across multiple platforms efficiently, transforming a single recording session into various forms of content. By editing the main video for YouTube, extracting audio for podcast platforms, and creating short-form content for social media, creators can increase their online presence with minimal additional effort.

Furthermore, by discussing trending topics or hosting guests, video podcasts can ride the waves of current events, drawing in more viewers with relevant discussions. It's a strategy requiring commitment and sometimes a team, but it's one that offers extensive reach and audience engagement.

StrategyPlatform Repurposing
Main PodcastPost full episodes on YouTube
Audio ExtractionDistribute on Spotify, Apple Podcasts, etc.
Short HighlightsCreate YouTube Shorts, Instagram Reels, etc. from key points
Additional ContentConvert discussions into blogs or shareable quotes

Final Point

Investing in diverse income streams through YouTube is a powerful strategy. Ways to monetize include:

  • Advertising Revenue: Monetizing through ads on videos.
  • Affiliate Commissions: Earning from product referrals.
  • Support from Viewers: Crowdfunding for financial support.
  • Merchandising: Selling branded products.
  • Partnerships with Brands: Securing sponsorships.
  • Subscription Software: Promoting SaaS products.
  • Direct Sales: Utilizing network marketing.
  • Literary Sales: Selling books for additional income.
  • Professional Services: Offering coaching or consulting.
  • Exclusive Groups: Organizing masterminds.
  • Online Retail: Venturing into e-commerce.
  • Event Hosting: Organizing paid events.
  • Exclusive Content: Creating membership sites.
  • Digital Offerings: Selling digital products.
  • Capital Ventures: Using YouTube for investment opportunities.

Potential YouTubers are motivated to diversify their revenue and not solely rely on one stream. The complexity of operations may necessitate hiring a skilled operations director or assistant to manage these varied income avenues effectively. Maintaining consistency is essential in content creation to keep viewers engaged and motivated to participate in the different calls to action (CTA), which could range from signing up for an email list to buying merchandise. Despite challenges, the endeavor can be a substantial factor in business success.

Frequently Asked Questions

How significant is SEO in enhancing video visibility on YouTube?

SEO remains a fundamental aspect of increasing a video's visibility on YouTube. While the traditional approach to SEO, such as tediously crafted descriptions, might not hold the same weight, prioritizing the right title and the substance of your content is paramount. YouTube's sophisticated algorithm actively "listens" to spoken content in videos, underscoring the essence of a strategically chosen target keyword and relevant keywords throughout your video.

Are video captions necessary for YouTube algorithm analysis?

When discussing the YouTube algorithm, captions may not be a top priority. However, they contribute significantly to creating high-caliber content. Free platforms are improving, yet professional services like rev.com offer a valuable investment for top-notch captions. While costlier, they enhance viewer retention, especially for lengthier content.

Should investing in YouTube ads be prioritized for audience growth?

YouTube does not lower your channel's standing if you spend on ads or purchase views. However, these strategies do not guarantee audience growth or higher engagement. The ultimate advice points towards organic growth by enhancing content quality, such as utilizing analytical tools like TubeBuddy or vidIQ, investing in quality production, and understanding YouTube Analytics. Strategic content remains superior for sustainable channel development.

How should a content creator select a name for their YouTube channel?

Deciding on a channel name depends on personal preferences and the long-term objectives of the creator. Whether it's one's personal name, a business, or a team name, it should align with the avenue and purpose of your content. Personal branding using one's name can be advantageous, sustaining your brand perpetually.

What is the ideal length for YouTube videos?

Video duration should be directly tied to the content's value and viewer engagement, with no definitive optimal length. Whether a quick tutorial or a comprehensive guide, videos should convey messages effectively yet succinctly. Retention, rather than run time, should guide content length, with every second crafted to captivate the audience.


For those seeking depth on YouTube strategies, Sean hosts the Think Media and Think Media Podcast on YouTube, along with Video Influencers. Follow him on Instagram, Twitter, and Facebook for up-to-date insights, or explore further resources on seancannell.com. Additionally, Sean's insights are compiled in his book, "YouTube Secrets," available for purchase on Amazon.

Remember to focus on keywords, watch time, and retention metrics, ensuring content ranks well in the search engine and captures high CTR (Click-Through-Rate). Long-tail keywords, hashtags, and analytics are tools at your disposal when used correctly, they can help spearhead your YouTube channel’s growth. Always keep sight of YouTube SEO best practices to stay ahead.

Common Queries on Enhancing YouTube Channel Performance

Tactics for Boosting Subscriber Numbers Quickly

To accelerate subscriber growth:

  • Consistency is key: Maintain a regular posting schedule to keep viewers engaged.
  • Engagement: Encourage viewers to subscribe with calls to action at the beginning and end of videos.
  • Collaborations: Partner with other creators to tap into new audiences.

Tools for Audience Expansion on YouTube

Valuable tools for audience growth include:

Strategies for YouTube Content Optimization

Effective content strategies involve:

  • Quality content: Invest in good equipment and editing software for high production value.
  • SEO: Research and utilize relevant keywords in titles, descriptions, and tags.
  • Thumbnails: Create eye-catching thumbnails to increase click-through rates.

Monetization and Growth Tactics for YouTube Channels

For monetization and growth:

  • Diverse revenue streams: Explore AdSense, sponsorships, and merchandise.
  • Viewer retention: Focus on producing content that keeps viewers watching longer.
  • Community building: Foster a strong community through interactions in the comments and live streams.

Organic Growth Strategies for YouTube Channels

To grow organically:

  • Content value: Provide unique, informative, or entertaining content consistently.
  • Engagement: Interact with your audience to create a loyal viewer base.
  • Optimization: Regularly update your metadata based on performance analytics.

Projected Timeline for YouTube Channel Growth

Typical growth timeline expectations:

  • Initial phase: Growth may be slow as you establish your niche and audience.
  • Consistency: As you continue to produce and optimize content, growth rate can increase.
  • Long-term commitment: Sustainable growth requires a long-term perspective and consistent effort.

Remember, while tactics can vary, dedication to quality and engagement with your audience are foundational to growing a YouTube channel.

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