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Stop Trying to Think of Real Estate Content Ideas · The Real Estate Agent Playbook

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  one of the worst things I think
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  real estate agents have been taught about content
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  is that we need to become content creators
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  I don't think you do
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  I think you need to become a better observer of your own business
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  because when an agent tells me I don't know what to post
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  my first thought is usually what happened in your business this week
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  chances are something happened that another buyer
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  seller or agent would find useful
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  you just didn't recognize it as content
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  and that's what I wanna help you change in this video
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  because your business should create your content
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  your content should not become another business you have to run
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  I think agents have been taught to treat content like another job
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  you sit down open Instagram
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  stare at a blank screen
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  and suddenly you're supposed to become interesting on command
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  of course that feels exhausting
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  I don't want to run my business all day
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  and then at 7:00 at night ask myself
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  what should Jeremy the content creator talk about today
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  I want Jeremy the real estate agent to do the work
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  pay attention to what's happening
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  and then talk about the things that are actually worth talking about
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  that distinction matters because there's a huge difference
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  between coming up with something to post
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  and actually having something to say
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  those are not the same thing
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  you can have AI give you 100 real ideas before lunch
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  you can search for content ideas for realtors
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  you can watch what another agent posted
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  and make your own version of it
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  technically you have content
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  that does not mean anybody is going to care
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  the stuff that gets interesting
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  usually comes from something real happening in your business
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  let me give you an example
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  you have a listing that has been on the market for two weeks
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  and your seller calls you and says
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  why aren't we getting more showings
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  obviously your first job is to answer your seller
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  but after that conversation
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  I want you to recognize something
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  that seller is probably not the only homeowner
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  wondering the same thing so
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  instead of going online and making another generic post called
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  5 Tips to sell your home talk about that conversation you just had
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  what did you look at before you answered them
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  what did the market tell you
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  what did you recommend now
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  you're not inventing something for social media
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  you're taking something you actually experience
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  and explaining what you Learned from it
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  that is a completely different kind of content
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  and there is another distinction I think matters
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  the event itself is not the content
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  your interpretation of it is
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  if I turn the camera on and say I had an inspection today
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  that's not especially interesting
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  thousands of agents had inspections today
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  but if I say I had an inspection today
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  that reminded me of why I never let buyers make this decision
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  based only on the repair total
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  now we have something something happened in the business
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  I formed an opinion about it
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  and there's a lesson someone else can actually use
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  that is content and I think that is where agents get stuck
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  because they believe they need a completely original topic
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  you probably don't you need an original point of view
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  you don't need to be the first agent who talks about interest rates
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  or pricing or inspections
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  I want to know what you are seeing and what you think it means
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  that is where you start sounding different
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  if you are actually doing this business
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  your perspective should be changing all the time
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  you're sitting across from sellers
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  you're hearing buyers hesitate
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  you're seeing what happens when a property sits longer than expected
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  you are watching deals come together
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  and sometimes you're watching deals fall apart
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  all of that is giving you information
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  once you start paying attention to it differently
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  you stop asking what should I post
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  you start thinking that was interesting
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  I should talk about that that is a much better place to create from
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  the problem is that most of us move too fast to catch those moments
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  something interesting happens
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  you solve the problem you make the call
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  you answer the question then you immediately move on to the next thing
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  so build the habit of stopping for 10 seconds
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  that is really all I do if something happens that makes me think
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  I make myself a quick note on my phone
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  open up notes content boom
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  write it down and I'll get to it later
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  not a script not some polished content plan
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  just enough that I remember what happened and why I cared about it
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  then when it is time to record
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  I am not staring at a blank screen
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  I am starting with something I already lived
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  and that makes the content easier
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  because I am not trying to sound like somebody else
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  I am talking about something I actually understand
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  that matters even more now with AI
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  you guys know I use AI constantly
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  I love it for helping me organize an idea
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  sharpen a thought repurpose something I already created
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  or challenge the way I'm thinking about a topic
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  but I do not want AI manufacturing the experience
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  AI was not sitting across from your seller
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  it does not hear the way the buyer asks the question
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  it was not standing in the house when the deal suddenly changed
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  you were there that is your advantage
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  the experience comes from the business
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  AI can help you do more with it after that
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  and if you're watching this thinking Jeremy
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  I genuinely do not have anything
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  happening in my business to talk about
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  that might actually be useful information as well
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  because sometimes the content probably is not really a content problem
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  maybe you need to get closer to the business
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  maybe you need some more conversations
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  maybe you need to spend less time preparing to do real estate
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  and more time actually doing real estate
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  because content and a healthy real estate business
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  have something in common
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  they both usually come from solving real problems for real people
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  the content is almost a byproduct
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  I see this inside Carbon Collective all of the time
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  an agent will bring something into coaching
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  that they think is just their issue
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  maybe a listing is not moving
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  or a seller conversation is getting difficult
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  then somebody else in the room says
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  I'm dealing with the exact same thing
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  that is when I realize or you realize
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  this is a probably not an isolated problem
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  there are a lot of people dealing with the same version of it
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  and that is usually a pretty good clue that is worth talking about
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  not because we're exploiting somebody's problem
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  because we Learned something from that exact situation
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  that can probably help someone else
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  that is how I want you to start looking at your business
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  when something makes you stop and think
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  pay attention
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  when you hear the same question for the third time
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  pay attention when you find yourself thinking
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  I think people are looking at this completely wrong
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  definitely pay attention then add your point of view
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  because I do not need another agent online reading me a statistic
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  I can look those up tell me what you think they mean
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  tell me what you are doing differently because of them
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  tell me what you are hearing in actual conversations
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  that changes how you look at the headline
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  that is useful and once you have something worth saying
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  then content becomes way more valuable
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  then we talk about turning a long form video into shorts emails
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  Instagram posts clips or whatever else actually helps your business
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  I already have an entire video
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  where I show you how I turn one real estate video into 19
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  pieces of content and I will link it here
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  but none of that fixes a weak original idea
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  repurposing weak content just gives you more weak content
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  the system starts before the camera turns on
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  it starts with having something worth saying
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  so if I were an agent doing seven deals right now
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  and trying to get to 30 I would not build some giant content machine
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  that requires me to spend half the week feeding it
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  I would get better at the business
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  I would have more conversations
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  I would pay closer attention to what these conversations
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  are teaching me and I would document the lessons all along the way
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  now the same work that is making me a better agent
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  is also helping more people understand how
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  I think the content reinforces the business
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  instead of competing with it
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  that is the relationship I want
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  I don't want social media deciding what my business looks like
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  I want the business deciding what my social media looks like
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  so if you have been staring at a blank content calendar
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  wondering what you were supposed to post tomorrow
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  stop trying so hard to invent something
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  go back into the business
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  pay attention to what is happening
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  and when something happens that makes you think
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  other people probably need to hear this
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  turn the camera on that is the content
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  if this gave you a little more than another list of real ideas
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  and you want to see the actual conversations
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  happening behind the scenes
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  with the agents we work with
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  comment pass below I will send you a link
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  to spend 2 weeks inside Carbon Collective with us
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  to see those conversations
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  come to the coaching
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  bring whatever you are actually working on through
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  and in your business
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  and see the conversations that are happening inside this room
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  I'm not asking you to take my word for it
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  come see the room
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  and I want to take this one step further in the next video
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  because content is not the only piece
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  where I think
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  agents have been taught to look outside themselves for the answer
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  a lot of agents still believe the brokerage they choose
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  somehow is going to fix the business for them
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  a better brand better technology
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  better tools maybe even a better split
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  those are the things that can absolutely matter
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  but none of them can build the business for you
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  so next
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  I want to talk about something I think more agents need to hear
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  your brokerage will not save your real estate business
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  only you can let's have a conversation
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  shoot me a DM comment subscribe if you like this video
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  and comment pass if you want to see what's inside Carbon Collective