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How I'd Start Fresh on Social Media Before 2027 · Massive Agent Podcast

• 0:00
  SPEAKER_01: If I was starting over on social media as a real estate agent going into 2027, I would do exactly what I'm going to tell you today.
• 0:08
  SPEAKER_01: There's a two-step process, a two-step formula, if you will, to starting over and doing social the right way so that you get clients and business from it and not just likes and views.
• 0:20
  SPEAKER_00: The Massive Age Podcast with lead generation tips and strategies to give you more leads and sell more homes.
• 0:28
  SPEAKER_01: I love to buy houses.
• 0:29
  SPEAKER_01: I like to sell houses.
• 0:34
  SPEAKER_00: Leads a week.
• 0:39
  SPEAKER_00: Oh, have I got your attention now?
• 0:42
  SPEAKER_01: Here's your host, Dustin Brome.
• 0:46
  SPEAKER_01: What is up, guys?
• 0:47
  SPEAKER_01: Welcome to episode 457 of the Massive Agent Podcast.
• 0:50
  SPEAKER_01: I am your host, Dustin Brome, here in Salt Lake City, Utah.
• 0:54
  SPEAKER_01: And today I'm going to give you a two-step formula to starting over on social.
• 0:59
  SPEAKER_01: Okay.
• 1:00
  SPEAKER_01: Now you don't have to literally start over, but if you want to mentally reset or just re-refocus moving, I mean, we're getting super close to 2027.
• 1:10
  SPEAKER_01: So like I'm already thinking ahead of what I can do different next year.
• 1:14
  SPEAKER_01: And I hope that you are as well, because like the market conditions are what they are.
• 1:17
  SPEAKER_01: We have high interest rates, we have high inflation, or what feels like it, we have like all this craziness happening.
• 1:25
  SPEAKER_01: We have this crazy buyer's market in most areas where it's just hard to sell homes and buyers can be picky.
• 1:33
  SPEAKER_01: So I think that's going to persist throughout.
• 1:35
  SPEAKER_01: So we can either whine about it, or we can just regroup and figure out, okay, I'm already putting effort into Instagram and TikTok and all this stuff, but I'm not getting any business.
• 1:47
  SPEAKER_01: Or very rarely you're getting a client from it.
• 1:50
  SPEAKER_01: Well, I want you to be getting four, five, six, seven clients every single month from social.
• 1:54
  SPEAKER_01: And it takes doing things differently.
• 1:56
  SPEAKER_01: So let's do that reset right now.
• 1:59
  SPEAKER_01: Step one.
• 2:01
  SPEAKER_01: If I was starting from scratch today, either literally or figuratively on social media, here's what I would do.
• 2:08
  SPEAKER_01: Step one, define who your ideal audience is.
• 2:12
  SPEAKER_01: Now, look, this is not sexy.
• 2:15
  SPEAKER_01: This is this is not this is not complicated.
• 2:17
  SPEAKER_01: This is not sexy.
• 2:19
  SPEAKER_01: But step one and two here, if you really actually do the work that I'm about to lay out, will change your life and your career in a short period of time.
• 2:27
  SPEAKER_01: So that you can be one of these agents telling people how 26 and 27 and 28 were your best years ever, while realtors were shrinking.
• 2:37
  SPEAKER_01: Like the number of agents were shrinking.
• 2:39
  SPEAKER_01: Okay.
• 2:39
  SPEAKER_01: So step one is defining who your ideal audience is.
• 2:43
  SPEAKER_01: In other words, who the hell do you want to see your stuff?
• 2:46
  SPEAKER_01: Who are you trying to attract?
• 2:48
  SPEAKER_01: Who are they?
• 2:49
  SPEAKER_01: It did not just and it and it can't be, well, buyers and sellers, and maybe even investors.
• 2:55
  SPEAKER_01: Well, anywhere in my entire city or actually anyone anywhere within a hundred mile radius.
• 3:01
  SPEAKER_01: No, no.
• 3:01
  SPEAKER_01: We got to get really defined here.
• 3:03
  SPEAKER_01: Who is your ideal audience?
• 3:05
  SPEAKER_01: Who, not what?
• 3:07
  SPEAKER_01: Who are you trying to attract?
• 3:09
  SPEAKER_01: Who specifically?
• 3:10
  SPEAKER_01: Now, I want you to think about a specific client.
• 3:13
  SPEAKER_01: Who's your best client ever?
• 3:16
  SPEAKER_01: Okay, who's your who's your favorite client?
• 3:19
  SPEAKER_01: And picture them in your head.
• 3:21
  SPEAKER_01: Okay.
• 3:21
  SPEAKER_01: Now, what are they struggling with?
• 3:24
  SPEAKER_01: Or what were they struggling with?
• 3:26
  SPEAKER_01: What were some of the struggles that they had?
• 3:28
  SPEAKER_01: What do they want most right now?
• 3:30
  SPEAKER_01: Now, maybe this could be past tense, right?
• 3:32
  SPEAKER_01: So if you got a clone of your favorite client ever, what are they struggling with right now today?
• 3:39
  SPEAKER_01: What do they want the most right now?
• 3:42
  SPEAKER_01: Where do they spend their time online?
• 3:45
  SPEAKER_01: Are they on Facebook?
• 3:46
  SPEAKER_01: Are they on Snapchat?
• 3:47
  SPEAKER_01: Are they wherever?
• 3:48
  SPEAKER_01: And it could be multiple places, I get it.
• 3:50
  SPEAKER_01: But you need to know these things so that you can show up there.
• 3:53
  SPEAKER_01: If you know that your audience is mostly on Instagram and TikTok, then I mean going all in on a Facebook strategy probably doesn't make sense.
• 4:02
  SPEAKER_01: You need to show up where your people are.
• 4:03
  SPEAKER_01: Okay.
• 4:04
  SPEAKER_01: Now what language do they use?
• 4:06
  SPEAKER_01: Meaning, uh, like what words or phrases get gets their attention?
• 4:12
  SPEAKER_01: Now that you have this ideal client in your mind, ideally somebody that you've worked with in the past that you're like, I just want more like those.
• 4:20
  SPEAKER_01: I want more buyers, I want more sellers like those, like them.
• 4:24
  SPEAKER_01: What do they do for a living?
• 4:27
  SPEAKER_01: Do they do they live in your area or did they just relocate there?
• 4:30
  SPEAKER_01: What are their pain points?
• 4:31
  SPEAKER_01: What are their misconceptions?
• 4:33
  SPEAKER_01: What do they struggle with?
• 4:34
  SPEAKER_01: What are like what's holding them back?
• 4:36
  SPEAKER_01: What problems do they have that they need solved?
• 4:41
  SPEAKER_01: Once you have a clear idea of who you're speaking to, now you can create for them.
• 4:47
  SPEAKER_01: Instead of what most agents, most, most entrepreneurs in general do is you just put out stuff, hoping that it that it resonates with your ideal customer.
• 4:58
  SPEAKER_01: But you've got to reverse engineer it.
• 5:00
  SPEAKER_01: Who's your ideal customer and then create for them?
• 5:03
  SPEAKER_01: Once you know what it is that they need to know, what they want to know, what they're what they're searching for, that's how you do it.
• 5:12
  SPEAKER_01: You reverse engineer it.
• 5:13
  SPEAKER_01: But that never works unless you know who you're trying to speak to.
• 5:18
  SPEAKER_01: Okay, so that's step one.
• 5:20
  SPEAKER_01: Step two, and by the way, the cheat code, please just picture your favorite client.
• 5:26
  SPEAKER_01: Write down every everything about them, what they do for a living, why they're moving, do they have a family?
• 5:31
  SPEAKER_01: What do they do for fun?
• 5:33
  SPEAKER_01: Like all the stuff.
• 5:34
  SPEAKER_01: What are their misconceptions?
• 5:35
  SPEAKER_01: What are their problems?
• 5:36
  SPEAKER_01: What, like what roadblocks did they have along the way when you were helping them buy or sell?
• 5:42
  SPEAKER_01: All that stuff.
• 5:42
  SPEAKER_01: Just think of your favorite client and clone them.
• 5:45
  SPEAKER_01: Step two, let's talk about what you should be posting.
• 5:48
  SPEAKER_01: Okay, so now that you know who to post for, who to create content for, what should you do?
• 5:55
  SPEAKER_01: And I last year, sometime I created, actually, I think I did this two years ago, uh, created something called the pass formula, the P-A-S-S.
• 6:04
  SPEAKER_01: Problem, aspiration, shift, and showcase.
• 6:09
  SPEAKER_01: Right now, let me break this down.
• 6:12
  SPEAKER_01: Don't just just think P A S S.
• 6:14
  SPEAKER_01: All right.
• 6:15
  SPEAKER_01: First, what to post?
• 6:17
  SPEAKER_01: Problem.
• 6:18
  SPEAKER_01: Okay, the P is problem.
• 6:20
  SPEAKER_01: Name a real specific pain point that your ideal client has.
• 6:25
  SPEAKER_01: And I'm gonna go through these and then I'm gonna give you an example of uh using this PASS formula to come up with a content idea.
• 6:35
  SPEAKER_01: Uh and by the way, you can use that, use that content content idea if you'd like.
• 6:39
  SPEAKER_01: Use the video idea that I give you because I mean, if it if it relates to and will resonate with your ideal client, then please do.
• 6:47
  SPEAKER_01: Like I would love for you to listen to this, take it, use it, make it your own, and go get some frickin' business.
• 6:55
  SPEAKER_01: That would make me super happy.
• 6:56
  SPEAKER_01: So please don't feel like you can't you can't do that.
• 6:59
  SPEAKER_01: Okay.
• 6:59
  SPEAKER_01: So the P A S formula, P is problem.
• 7:03
  SPEAKER_01: Name a real specific pain point that they have.
• 7:06
  SPEAKER_01: Two, aspiration.
• 7:08
  SPEAKER_01: What do they want most?
• 7:09
  SPEAKER_01: What are they aspiring to?
• 7:12
  SPEAKER_01: What do they want to do?
• 7:14
  SPEAKER_01: What do they want to do?
• 7:15
  SPEAKER_01: What do they want most?
• 7:17
  SPEAKER_01: And then S, shift.
• 7:19
  SPEAKER_01: Break a myth or misconception that they have.
• 7:23
  SPEAKER_01: Which, if you've worked with buyers and sellers for any period of time, you know they have all sorts of misconceptions.
• 7:28
  SPEAKER_01: They have all sorts of they don't know what they don't know.
• 7:31
  SPEAKER_01: That's why they need you as an agent.
• 7:33
  SPEAKER_01: If they knew everything, what why would they need you?
• 7:36
  SPEAKER_01: They don't need an agent.
• 7:37
  SPEAKER_01: They don't need a professional because they are the professional if they knew all this shit.
• 7:40
  SPEAKER_01: The second S showcase.
• 7:44
  SPEAKER_01: Show them the path forward, give client stories, offers, guides.
• 7:49
  SPEAKER_01: Like you're giving them the blueprint.
• 7:52
  SPEAKER_01: You're you're showing them, hey, here's the way forward.
• 7:55
  SPEAKER_01: I've got the solution.
• 7:57
  SPEAKER_01: I know what your problem is.
• 7:58
  SPEAKER_01: I have the solution.
• 7:59
  SPEAKER_01: I know what you're trying to do.
• 8:00
  SPEAKER_01: I've got it.
• 8:01
  SPEAKER_01: Just do this.
• 8:03
  SPEAKER_01: So problem, aspirations, shift, and showcase.
• 8:05
  SPEAKER_01: Here's an example of that.
• 8:06
  SPEAKER_01: All right.
• 8:07
  SPEAKER_01: The problem.
• 8:08
  SPEAKER_01: Your ideal client wants to sell, but they're terrified that if they do, they won't be able to find their next house in time.
• 8:15
  SPEAKER_01: And so it becomes this timing thing.
• 8:17
  SPEAKER_01: They're like, uh, I need to buy and sell at the same time, but it's kind of scary.
• 8:20
  SPEAKER_01: So I'm just going to sit on my hands and wait, and maybe rates will improve because they think that that's going to be good for them.
• 8:25
  SPEAKER_01: Okay, so that's the problem.
• 8:27
  SPEAKER_01: They want to sell, but they're worried they won't find their next house in time.
• 8:31
  SPEAKER_01: Okay.
• 8:31
  SPEAKER_01: Aspiration.
• 8:32
  SPEAKER_01: You want to sell your current house and move into a bigger one for the kids without ever being without a home in between, without having that stress of having to move into an Airbnb or something like I did.
• 8:46
  SPEAKER_01: This was like four years ago.
• 8:47
  SPEAKER_01: I know what that's like.
• 8:49
  SPEAKER_01: Big pain in the ass, but it worked.
• 8:50
  SPEAKER_01: It ended up working out.
• 8:52
  SPEAKER_01: So they want to sell their current house, move into a bigger one because they need more space for their family, but they're worried about not having a home in between.
• 9:01
  SPEAKER_01: Okay.
• 9:01
  SPEAKER_01: So here's the shift.
• 9:03
  SPEAKER_01: Most agents tell you to find your next house first, but that's backwards.
• 9:09
  SPEAKER_01: A rent back agreement flips the order and protects you instead.
• 9:14
  SPEAKER_01: So that's something you could say in that in that content.
• 9:16
  SPEAKER_01: Most agents tell you to find your next house first, but that's actually backwards in this market.
• 9:21
  SPEAKER_01: A rent back agreement flips the order and protects you instead.
• 9:25
  SPEAKER_01: Okay, so now you're introducing the solution here, the shift, like, hey, you think this is a problem.
• 9:30
  SPEAKER_01: It's actually not because they have this solution for you.
• 9:33
  SPEAKER_01: Then you're going to dive deeper with showcase.
• 9:36
  SPEAKER_01: My client Sarah was stuck in this exact spot last month, but we used a rent back so she could close on the sale of her home and still have 30 days to find her next one without any pressure before she even had to move out.
• 9:50
  SPEAKER_01: DM me the word timeline and I'll send you the exact game plan we used.
• 9:55
  SPEAKER_01: Now, honestly, now that I'm seeing it, that trigger word, DM me the word timeline.
• 9:59
  SPEAKER_01: Timeline's too long.
• 10:00
  SPEAKER_01: You want it to be like four or five letters at most.
• 10:03
  SPEAKER_01: So DM me the word fast and I'll send you the exact game plan.
• 10:07
  SPEAKER_01: I'll send you a video that I that I did that breaks down how the strategy works that we did that you can use yourself.
• 10:13
  SPEAKER_01: So maybe you recorded a YouTube video and you're just trying to get that in front of specific people and get their contact info in exchange for that.
• 10:20
  SPEAKER_01: So you so they're raising their hand.
• 10:22
  SPEAKER_01: That showcase right there, that I'm gonna read it one more time.
• 10:25
  SPEAKER_01: That is a great framing of a video and scripting of a video that gets someone's attention who's in that, who's in that um, who meets your ideal client.
• 10:36
  SPEAKER_01: You know what they're struggling with, you know what their pain points are, their concerns, their worries, but you're shifting them, say, hey, there's actually a way that we can still accomplish it.
• 10:45
  SPEAKER_01: It shouldn't be worried about.
• 10:47
  SPEAKER_01: I have the solution.
• 10:48
  SPEAKER_01: Here's what it is.
• 10:49
  SPEAKER_01: One more time.
• 10:50
  SPEAKER_01: My client Sarah was stuck in this exact spot last month, but we used a rent back so she could close on her sale and still have 30 days to find her next house with zero pressure, without having to move out first.
• 11:02
  SPEAKER_01: DM me the word fast, and I'll send you the exact game plan we used.
• 11:06
  SPEAKER_01: Or I'll send you a video that breaks down this strategy.
• 11:11
  SPEAKER_01: By going through PASS, Problem Aspiration, Shift and Showcase, you can see how it helps you take an idea that you have and package it up in a way that actually resonates with the people you want it to resonate with.
• 11:27
  SPEAKER_01: Most agents, I'd say all agents, like you have good ideas for videos, but it's the, it's how you package it up.
• 11:34
  SPEAKER_01: It's how you present it.
• 11:35
  SPEAKER_01: It's how you, it's, it's how you put it out there that is not clicking, it's not resonating.
• 11:41
  SPEAKER_01: So you have to go through the PASS process to frame it in a way where people hear it and they're like, oh, yes, I'm one of those people, I need that.
• 11:49
  SPEAKER_01: Oh, you have a solution.
• 11:51
  SPEAKER_01: Oh, oh, you and you have a thing that'll give me the solution.
• 11:53
  SPEAKER_01: I want it, I need it.
• 11:55
  SPEAKER_01: And now you have a lead, now you have a potential client, and they're already like, okay, I trust you, I look up to you, you're my advisor.
• 12:03
  SPEAKER_01: All because you got the scripting right, the framing right of your video.
• 12:08
  SPEAKER_01: So to close out, make sure if you're starting over today or if you're waiting until the end of the year or whatever, this could be a switch that you just flip in your head, like right now, that you're just gonna start thinking of content ideas differently.
• 12:25
  SPEAKER_01: Step one, who are you making it for?
• 12:27
  SPEAKER_01: Who do you want to see it?
• 12:29
  SPEAKER_01: Who are you trying to attract as clients?
• 12:32
  SPEAKER_01: Clearly define who they are, and then come up with content that will resonate with them using the PASS formula.
• 12:42
  SPEAKER_01: It doesn't have to be more difficult than that.
• 12:45
  SPEAKER_01: It's actually when we overcomplicate social media, it becomes difficult, it becomes stressful, it becomes daunting, and it doesn't have to be that way.
• 12:56
  SPEAKER_01: Who are you trying to reach?
• 12:58
  SPEAKER_01: And then use the PASS formula to reach them, okay?
• 13:02
  SPEAKER_01: Who are you trying to reach and what to post to get their attention?
• 13:07
  SPEAKER_01: What do you post and how do you package it up to get their attention?
• 13:12
  SPEAKER_01: Please don't wait till 2027 for this.
• 13:14
  SPEAKER_01: I know it says that in the title.
• 13:16
  SPEAKER_01: Please don't wait till 2027.
• 13:17
  SPEAKER_01: All this takes is a little mental shift right now in how you come up with your ideas and then take a little extra time, a little extra intentionality to frame it up in a way that will actually resonate with the people that you're trying to attract as clients.
• 13:31
  SPEAKER_01: If you do that, you will thrive.
• 13:36
  SPEAKER_01: Thank you for thank you for watching.
• 13:38
  SPEAKER_01: Thank you for listening.
• 13:38
  SPEAKER_01: Please share this with someone who needs to hear it, somebody who is struggling to get their business off the ground, or someone who's crushing it and they're just trying to like figure out social for the first time.
• 13:49
  SPEAKER_01: They're still in a bunch of homes, but social has never been a big part of it, and they need it to be.
• 13:53
  SPEAKER_01: I agree, they do.
• 13:55
  SPEAKER_01: Please share this episode.
• 13:56
  SPEAKER_01: Help us reach more agents, help us to help more agents, especially in this tough market.
• 14:02
  SPEAKER_01: And I'll keep coming back with new episodes every single week.
• 14:04
  SPEAKER_01: Take care.