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The 4 Types of Content That Actually Attract Listings · Massive Agent Podcast

• 0:00
  SPEAKER_00: Today, I'm breaking down exactly what type of content you should be doing if you want to attract listings, if you want sellers.
• 0:06
  SPEAKER_00: There's very specific ways of doing content and certain types that attracts listings, but most agents are doing content that only appeals to buyers.
• 0:14
  SPEAKER_00: I'll break it down right now.
• 0:17
  SPEAKER_01: The massive agent podcast.
• 0:24
  SPEAKER_00: I love to buy houses.
• 0:26
  SPEAKER_00: I like to sell houses.
• 0:30
  SPEAKER_02: Wait a minute.
• 0:31
  SPEAKER_02: Leads a week.
• 0:33
  SPEAKER_02: You a week.
• 0:34
  SPEAKER_02: I've had better.
• 0:36
  SPEAKER_02: Oh.
• 0:36
  SPEAKER_02: Have I got your attention now?
• 0:39
  SPEAKER_00: Here's your host, Dustin Brohm.
• 0:43
  SPEAKER_00: What is up, guys?
• 0:44
  SPEAKER_00: Welcome to episode 458 of the Massive Agent Podcast.
• 0:48
  SPEAKER_00: I am your host, Dustin Brohm, here in Salt Lake City, Utah.
• 0:51
  SPEAKER_00: And today I'm breaking down the types of content that you should be doing if you want to attract more listings.
• 0:57
  SPEAKER_00: Most agents do content that appeals to buyers, as first-time home buyers, even.
• 1:02
  SPEAKER_00: And not that there's anything wrong with that, but if you are trying to build your uh book of business with listings and sellers, then you should be using social media a very specific way, doing certain types of content, which I'll break down right now.
• 1:16
  SPEAKER_00: Now, I broke this into four different buckets, four different uh types, four different categories of content if getting more listings is what you want to do.
• 1:26
  SPEAKER_00: Now, I think I think it's helpful to know this that um it like if your marketing is not attracting listings, I think you'll probably agree with this stat or it'll make sense.
• 1:37
  SPEAKER_00: Okay, 63% of sellers use an agent that they've worked with or been referred to, and only 38% of buyers do.
• 1:47
  SPEAKER_00: So sellers usually are not finding their agent to list their home online.
• 1:52
  SPEAKER_00: Maybe maybe if they bought their first house, now they're, you know, six years later they're thinking of selling it.
• 1:58
  SPEAKER_00: Some of them go back to the agent they worked with before if they remember who that agent is.
• 2:02
  SPEAKER_00: It's actually stunning how many don't do that.
• 2:05
  SPEAKER_00: But sellers for some reason seem to go more into referrals, like, hey, who should I use?
• 2:10
  SPEAKER_00: Or they see a bunch of signs in the neighborhood and they're like, oh, that person's obviously selling a bunch here.
• 2:15
  SPEAKER_00: They know the area and they just randomly reach out to that agent.
• 2:18
  SPEAKER_00: So sellers usually are not finding their uh their listing agent from social.
• 2:24
  SPEAKER_00: I don't want you to get discouraged by that, but just understand that's what's happening.
• 2:28
  SPEAKER_00: Uh, 63% of sellers use an agent they've worked with or been referred to versus only 38% of buyers.
• 2:34
  SPEAKER_00: Okay.
• 2:34
  SPEAKER_00: Now, the core problem here, if you're not getting listings and you want to, is most agent marketing is unintentionally buyer-facing.
• 2:43
  SPEAKER_00: It's unintentionally appealing to buyers, maybe intentionally, but you've got to be very specific and intentional if you want to attract sellers.
• 2:51
  SPEAKER_00: So here's what you do.
• 2:52
  SPEAKER_00: Okay, bucket number one, and there's four of these.
• 2:54
  SPEAKER_00: Bucket number one is the equity wake-up call bucket.
• 2:57
  SPEAKER_00: Right?
• 2:58
  SPEAKER_00: This is this is content where you talk about what their home is worth.
• 3:01
  SPEAKER_00: Now, there's a million different ways to package that up and to say it.
• 3:06
  SPEAKER_00: So don't think that, oh, that's just one type of like that's just one video.
• 3:09
  SPEAKER_00: No, no, it's there's like a million different versions or variations you could do.
• 3:14
  SPEAKER_00: But helping people understand how much their home is worth, educating them on market conditions to where they're like, huh, that sounds like homes have gone up in price quite a bit.
• 3:24
  SPEAKER_00: I wonder what mine's worth.
• 3:26
  SPEAKER_00: Uh, where would I even find an accurate figure?
• 3:28
  SPEAKER_00: You know, that so focusing on specific equity numbers, specific value or percentage increase numbers for certain neighborhoods is awesome.
• 3:39
  SPEAKER_00: Now, try not to round these numbers off.
• 3:41
  SPEAKER_00: Don't just say, hey, this neighborhood's 400,000.
• 3:44
  SPEAKER_00: If the average is$423,682, say that.
• 3:49
  SPEAKER_00: There's something about specific numbers that just seems and feels more real and it's more trusted when you see it.
• 3:58
  SPEAKER_00: Uh if it's a rounded-off number, we just perceive it to be less than trustworthy or or or we know that we know it's an approximation, so it doesn't have the same impact.
• 4:07
  SPEAKER_00: So if you're talking about a certain neighborhood and and hey, this neighborhood uh has gone up 17% in value over the last 12 months.
• 4:17
  SPEAKER_00: So if you have a home in this area, on average, that means that you would now have an extra$74,216 in home value.
• 4:27
  SPEAKER_00: Be very specific and don't just say home values went up 19%.
• 4:33
  SPEAKER_00: Say, here's what that means.
• 4:35
  SPEAKER_00: So take like that the average sale price or the average home value in the area and just add 19% to it and then give them that number.
• 4:44
  SPEAKER_00: Because if you don't make it tangible, if you just say 19%, who's gonna do that math in their head?
• 4:50
  SPEAKER_00: Very few people.
• 4:51
  SPEAKER_00: They're just gonna move on to the next post.
• 4:53
  SPEAKER_00: But if you say, hey, your home may have gone up in value by over$73,000,$73,422 in the last 12 months, that's a very tangible figure that people can can do something with.
• 5:05
  SPEAKER_00: Like, well, my home went up in value$73,000 in the last 12 months, and I've been here for four years.
• 5:11
  SPEAKER_00: Holy crap, I wonder how much it's worth now compared to what I bought it for.
• 5:15
  SPEAKER_00: But you have to be specific.
• 5:17
  SPEAKER_00: So in this bucket, market updates framed for sellers, not buyers, is is key.
• 5:24
  SPEAKER_00: Okay.
• 5:25
  SPEAKER_00: You could talk about zestimate myths.
• 5:27
  SPEAKER_00: You could talk about how uh this estimate itself and how it works.
• 5:30
  SPEAKER_00: And and hey, if you're getting, if you're basing your opinion of your home's value on a zestimate, well, guess what?
• 5:36
  SPEAKER_00: It can't see inside your house.
• 5:38
  SPEAKER_00: It has no idea.
• 5:39
  SPEAKER_00: You may have redone the basement, you may have finished the basement, redone the kitchen, done all this work.
• 5:45
  SPEAKER_00: And how is Zilla supposed to know that?
• 5:48
  SPEAKER_00: It obviously doesn't.
• 5:49
  SPEAKER_00: So it's a very inaccurate number.
• 5:50
  SPEAKER_00: If you just teach people how, like the only accurate way is to have an agent actually look at the home, see the inside, see what's been done to it or hasn't been done to it, and then compare it to others.
• 6:03
  SPEAKER_00: That's the only accurate way.
• 6:04
  SPEAKER_00: So teaching people how to get an accurate value is also great seller-facing content that works.
• 6:11
  SPEAKER_00: Bucket number two, peel back the curtain.
• 6:14
  SPEAKER_00: Okay, so this is seller-focused behind the scenes content.
• 6:18
  SPEAKER_00: This is where you show and demonstrate the process of selling, uh, not just the results.
• 6:24
  SPEAKER_00: It's not just, hey, look what I, you know, we just sold this house.
• 6:28
  SPEAKER_00: Talk about what went on during that transaction, what kind of problems came up, what kind of objections, what like maybe it fell in and out of contract three different times, and you list the reasons why.
• 6:38
  SPEAKER_00: And if you're just real and open about it, it it educates people on what to expect.
• 6:43
  SPEAKER_00: It also demonstrates that you are the expert, that you are a professional who's who's able to overcome speed bumps and roadblocks and you know, all the typical crap that happens in a transaction.
• 6:57
  SPEAKER_00: But what most agents do is the opposite.
• 7:00
  SPEAKER_00: You're like, hey, everything's great.
• 7:02
  SPEAKER_00: Just sold this house, just sold this one, but no one knows what went into it.
• 7:07
  SPEAKER_00: You you'd think that that builds your credibility.
• 7:09
  SPEAKER_00: Like, I sold all these houses.
• 7:11
  SPEAKER_00: What really builds your credibility and trust with somebody, trust enough to where somebody wants to reach out to you specifically to talk about selling their home is when you demonstrate and show them all the stuff that happened behind the scenes, all the stuff that you do to actually reach the end result.
• 7:29
  SPEAKER_00: That's what's what really crushes.
• 7:31
  SPEAKER_00: So the bucket two is peel back the curtain.
• 7:34
  SPEAKER_00: Now, I mean, you can talk about how to increase your home's value, paint the front door, it's gonna add another 15 grand in value and you know, stuff like that.
• 7:42
  SPEAKER_00: That's all great too.
• 7:43
  SPEAKER_00: That's part of the bucket.
• 7:44
  SPEAKER_00: Uh, teach how pre-listing inspections are so important and and you know, what if you are selling your house, what can come up when the buyer does their inspection, what you should look for.
• 7:55
  SPEAKER_00: Uh if they find stuff, what are they gonna do with that information?
• 7:58
  SPEAKER_00: Maybe they're gonna ask for you to repair it.
• 8:00
  SPEAKER_00: So, so if there's certain things that you know a buyer's gonna ask to be fixed, like electrical sockets that are blown out or a leaky toilet or a roof that you know is about to cave in, uh go ahead and just do that up front or or plan on giving a big seller credit to do it.
• 8:17
  SPEAKER_00: So teach people that through your content.
• 8:19
  SPEAKER_00: Don't wait until you get hired to teach them that stuff, because if you want to get hired, you got to teach them the stuff first so that they have a reason to reach out and hire you.
• 8:27
  SPEAKER_00: Give away your best knowledge for free to build trust and credibility.
• 8:32
  SPEAKER_00: Bucket number three is proof and possibility.
• 8:35
  SPEAKER_00: Proof and possibility.
• 8:36
  SPEAKER_00: Okay, so this is seller-focused storytelling.
• 8:39
  SPEAKER_00: This is where you just tell clients' stories with real numbers and real outcomes.
• 8:44
  SPEAKER_00: Now, some of that could fit in bucket two, of course, but but this is where you just demonstrate what's possible.
• 8:50
  SPEAKER_00: In today's market, I know interest rates are high, but guess what?
• 8:53
  SPEAKER_00: If you're sitting on a 2.5% rate, that makes your home much more valuable to a buyer because they can assume your mortgage, and here's what that means, and blah, blah, blah.
• 9:03
  SPEAKER_00: Well, how are they supposed to know that?
• 9:05
  SPEAKER_00: There's so many sellers out there that are like, I'm not gonna buy a house for 7%, my rate's two and a half, my payment's super low, I'm just gonna stick it out.
• 9:13
  SPEAKER_00: And they have no idea that uh that they could have someone assume their mortgage, which makes theirs way more valuable.
• 9:22
  SPEAKER_00: Also, they could assume someone else's on the next house.
• 9:26
  SPEAKER_00: If they don't, if they don't know, how are they ever going to learn if you don't teach them?
• 9:31
  SPEAKER_00: Client stories with real numbers and real outcomes.
• 9:34
  SPEAKER_00: You could even call out agents or the bad behavior of agents in this industry with uh who buy the listing.
• 9:41
  SPEAKER_00: And when I say buy the listing, you they show up to a listing presentation and they're like, hey, I can sell your house for 500.
• 9:47
  SPEAKER_00: You know that that it shouldn't be listed for more than 415.
• 9:50
  SPEAKER_00: So they buy the listing, so to speak, by just giving this inflated number.
• 9:54
  SPEAKER_00: And then unfortunately, for the next four to eight months, you see all these constant price reductions all the way down to 415 or less.
• 10:02
  SPEAKER_00: It's actually kind of satisfying when that happens in a dark way.
• 10:05
  SPEAKER_00: Like we, you know, it sucks for the seller, but but damn it, they fell for some bullshit from another agent.
• 10:12
  SPEAKER_00: And shame on those agents for giving them the pie in the sky unrealistic value because it's not going to sell for that.
• 10:20
  SPEAKER_00: And you're setting people up for failure if you do that.
• 10:22
  SPEAKER_00: So call like teach consumers, teach, teach homeowners to look for that.
• 10:28
  SPEAKER_00: Because if you can teach them that that's happening and then give specific examples of how you told a seller that their home was worth this, someone else said it was worth 75 grand more, they went with that agent, and then you watch for the next eight months as they did price reductions and it ended up selling eight months later for less than what you said it would would sell for, or or the exact same number.
• 10:49
  SPEAKER_00: I've seen that many times.
• 10:51
  SPEAKER_00: If you can teach a homeowner that, they're gonna be so much more educated and critical, or at least like, you know, have some thought or push back a little on values.
• 11:02
  SPEAKER_00: They're like, is it is it really gonna sell for that much?
• 11:05
  SPEAKER_00: If you don't know better, a homeowner thinks that the highest number is best.
• 11:09
  SPEAKER_00: They just assume that the agent knows what they're talking about.
• 11:11
  SPEAKER_00: But if you can arm them with that information that the agent may be trying to buy their listing by giving them an inflated, unrealistic number, that's gonna make them trust you a hell of a lot more.
• 11:21
  SPEAKER_00: And you're gonna get a bunch more business from that.
• 11:23
  SPEAKER_00: So, in that bucket, teach strategies like leasebacks to solve the worries that, hey, I don't want to move twice.
• 11:30
  SPEAKER_00: You know, I'm I don't want to sell this house and worry about finding the next one.
• 11:33
  SPEAKER_00: Teach them how a leaseback works.
• 11:35
  SPEAKER_00: Give specific examples of how you've helped people use leasebacks to just move once.
• 11:41
  SPEAKER_00: Sell their house now, then have some time to go get the next one without having to move twice.
• 11:46
  SPEAKER_00: Teach them that stuff.
• 11:47
  SPEAKER_00: Um, I actually, the house that I'm in that I bought four years ago now, almost, uh, we bought with a lease back as well.
• 11:55
  SPEAKER_00: And that was incredible.
• 11:56
  SPEAKER_00: Or sorry, we sold, I sold our old house, did a lease back, had a few months, actually, it was three months, and then uh we're able to move in here.
• 12:05
  SPEAKER_00: Okay, bucket number four, secret sellers.
• 12:09
  SPEAKER_00: The secret sellers.
• 12:10
  SPEAKER_00: Okay, now this is doing content that appeals to buyers, but only certain types of buyers.
• 12:15
  SPEAKER_00: Okay, buyer content that's actually seller content in disguise.
• 12:19
  SPEAKER_00: Here's what I mean by that.
• 12:20
  SPEAKER_00: If you are doing content that is not meant for first-time home buyers, but it's meant for move up buyers, well, then guess what?
• 12:28
  SPEAKER_00: They usually, like most of the time, vast majority, nine out of 10 times, they have to sell their current house to buy the next one.
• 12:36
  SPEAKER_00: So you get a listing and potentially a buyer at the same time if you make sure that the content you're doing appeals to move up buyers, okay, not just first timers.
• 12:45
  SPEAKER_00: So that could be the price point and the neighborhoods of the homes that you're highlighting.
• 12:51
  SPEAKER_00: If you're highlighting homes, homes for sale, all this stuff, uh doing neighborhood highlights, focus on the neighborhoods where people like it's their second home, their third home, their fourth home, not first-time home buyers.
• 13:03
  SPEAKER_00: Okay, if you're if your content appeals to first-time homebuyers, you're gonna get first-time home buyers.
• 13:08
  SPEAKER_00: If that, if you're cool at that and that's that's what you want, awesome.
• 13:11
  SPEAKER_00: But if you want listings, look for people who need to sell their house before they buy the next one.
• 13:18
  SPEAKER_00: Uh, higher price points, bigger homes, you know, uh do content that appeals to growing families, so to speak.
• 13:25
  SPEAKER_00: Make sure it's fair housing compliant.
• 13:26
  SPEAKER_00: There's my stupid little freaking disclaimer.
• 13:29
  SPEAKER_00: I don't even know why I need to do that shit.
• 13:30
  SPEAKER_00: You guys are common sense and know better than that.
• 13:32
  SPEAKER_00: Uh but do content that appeals to parents and growing families.
• 13:39
  SPEAKER_00: And if you have a growing family, a lot of times you run out of space and need more.
• 13:43
  SPEAKER_00: These buyers are also sellers.
• 13:45
  SPEAKER_00: Okay, if you're if your content appeals to move up buyers, they are also sellers.
• 13:49
  SPEAKER_00: So the content does like double duty.
• 13:52
  SPEAKER_00: All right.
• 13:52
  SPEAKER_00: So let me recap the four buckets here.
• 13:55
  SPEAKER_00: Uh, bucket number one, the equity wake up call.
• 13:58
  SPEAKER_00: Bucket two, put peel back the curtain, show behind the scenes, show the process of selling, not just the result.
• 14:04
  SPEAKER_00: Okay.
• 14:04
  SPEAKER_00: Bucket number three, proof and possibility.
• 14:07
  SPEAKER_00: This is where you give real numbers, real outcomes, real case studies, real clients, uh, call out bad behavior, teach people about strategies like leasebacks.
• 14:15
  SPEAKER_00: And then bucket number four is secret sellers, not really secret, but content that appeals to buyers, but move up buyers, people who already own a home.
• 14:26
  SPEAKER_00: And you just have to be selective about the types of homes you talk about, the neighborhoods you talk about, uh, so that you appeal to those who already have a house and need to sell it before they move into the neighborhood that you're highlighting.
• 14:40
  SPEAKER_00: There's no reason if you are wanting to get listings, it just takes some intentionality and some thought.
• 14:48
  SPEAKER_00: Think before every post, just think about if your goal is to get sellers, if your goal is to get listings, does this post actually appeal to the people I want it to appeal to?
• 14:58
  SPEAKER_00: If you know exactly who you want it to appeal to, it makes it much easier to create content for them.
• 15:04
  SPEAKER_00: So just ask yourself, does this actually appeal to a current homeowner?
• 15:09
  SPEAKER_00: Does this content appeal to homeowners?
• 15:11
  SPEAKER_00: I mean, what appeals to homeowners?
• 15:14
  SPEAKER_00: Um show them how to appeal or fight their their income tax or sorry, their uh their property tax.
• 15:21
  SPEAKER_00: Should like go through the appeals process, like show what that looks like.
• 15:25
  SPEAKER_00: Uh it could be as simple as, hey, did you know that you can actually challenge it?
• 15:28
  SPEAKER_00: Like just conceptually, did you know that if you get a tax bill for the property tax, there's actually a way to challenge the value and show them how to do it.
• 15:36
  SPEAKER_00: And maybe that's a service you provide is some comps to help justify their appeal of the property taxes.
• 15:44
  SPEAKER_00: This is not a complicated game, but to zoom all the way out and to oversimplify the hell out of this, if you want listings, you need to do content that appeals to people who own homes.
• 15:57
  SPEAKER_00: You need to know if you want certain results, you need to know who you can get those results from and then create content for those people.
• 16:07
  SPEAKER_00: Identify who your ideal client is, your ideal audience, and then create for them.
• 16:14
  SPEAKER_00: And think: does this actually appeal to them?
• 16:16
  SPEAKER_00: Will this actually help them?
• 16:18
  SPEAKER_00: Is this something my ideal audience actually wants to see?
• 16:22
  SPEAKER_00: And it don't overthink it, but just having having in mind, okay, I'm creating content for homeowners in this price point, in this neighborhood.
• 16:33
  SPEAKER_00: Here's what they do for a living.
• 16:34
  SPEAKER_00: Uh like think about one of your past clients that fits fits that.
• 16:39
  SPEAKER_00: And just like, okay, what did they struggle with?
• 16:41
  SPEAKER_00: What were their big questions?
• 16:43
  SPEAKER_00: What were their uh what were the roadblocks and speed bumps throughout their transaction?
• 16:47
  SPEAKER_00: And then just create content for them.
• 16:49
  SPEAKER_00: And it'll it'll appeal to more of those people.
• 16:53
  SPEAKER_00: Guys, social is the most powerful tool.
• 16:56
  SPEAKER_00: Instagram, TikTok, YouTube, shorts, Facebook, all of it.
• 16:59
  SPEAKER_00: The most powerful tool that we have for getting business, but you have to know how to use it the right way.
• 17:04
  SPEAKER_00: This is the last call for for those who want to be part of the 10-agent Instagram listing blitz group.
• 17:12
  SPEAKER_00: I'm doing the second group.
• 17:13
  SPEAKER_00: The first round we did, those 10 agents generated over, was it 92 or 96,000?
• 17:19
  SPEAKER_00: Hold on.
• 17:20
  SPEAKER_00: Uh$92,450 in commission in just that first 45-day period.
• 17:27
  SPEAKER_00: That's crazy.
• 17:29
  SPEAKER_00: Uh that was that was just the in the first 45 days after they generated a bunch more.
• 17:34
  SPEAKER_00: That this group, by the way, if you want to apply, go to MassiveAgentSociety.com slash blitz.
• 17:41
  SPEAKER_00: It starts on Monday, October 5th.
• 17:44
  SPEAKER_00: We when you hear this, we'll only have a few spots left.
• 17:47
  SPEAKER_00: So go apply if you're serious, if you've been doing content, if you're, if you're, if you're a consistent content creator, but you're just missing something that gets business from your content.
• 17:59
  SPEAKER_00: It's for it's for someone who already knows how to do content.
• 18:02
  SPEAKER_00: You're already doing stuff, you're already doing pretty good stuff.
• 18:04
  SPEAKER_00: It's just not leading to business.
• 18:06
  SPEAKER_00: I have the I have the blueprint.
• 18:07
  SPEAKER_00: I have the solution.
• 18:08
  SPEAKER_00: I will teach it to you.
• 18:09
  SPEAKER_00: I will hold your hand through it.
• 18:10
  SPEAKER_00: We'll create a personal content strategy, a personal content calendar for you in this group of 10.
• 18:16
  SPEAKER_00: That's why you keep it small.
• 18:18
  SPEAKER_00: And let me give you some more stats.
• 18:21
  SPEAKER_00: Okay, we we we track everything.
• 18:23
  SPEAKER_00: You get like a custom tracking dashboard.
• 18:25
  SPEAKER_00: The average, so of these the first 10 agents in group one, the average uh lift in reach, the average, the average increase in reach, meaning how many people see your stuff, 8,741% increase in reach in just 45 days.
• 18:44
  SPEAKER_00: 2.5 million views in just that 45-day period with this group of 10.
• 18:51
  SPEAKER_00: Incredible, absolutely incredible.
• 18:53
  SPEAKER_00: 60 conversations were generated amongst them and$92,000 in commission.
• 18:59
  SPEAKER_00: Way more has happened since the 45 days.
• 19:02
  SPEAKER_00: So I want you to, if you're spending time and energy and money potentially, creating content and you've been doing it for a long time, you've posted 500, 800, 1,000 times, but it's just not converting to business.
• 19:17
  SPEAKER_00: You're just missing a couple tweaks.
• 19:19
  SPEAKER_00: And that's what we'll teach you in the in the group.
• 19:21
  SPEAKER_00: MassiveAgen Society.com slash blitz to apply.
• 19:24
  SPEAKER_00: Please only do it if you're serious.
• 19:26
  SPEAKER_00: There is an investment required, of course.
• 19:28
  SPEAKER_00: This is not some you know$29 thing.
• 19:31
  SPEAKER_00: It's also not crazy.
• 19:32
  SPEAKER_00: It's it's very affordable, uh, very reasonable.
• 19:35
  SPEAKER_00: But this is just for the serious agents who are tired of spinning your wheels and wasting your time and getting no business from social media.
• 19:42
  SPEAKER_00: We can change that in just 45 days if you commit to it.
• 19:46
  SPEAKER_00: Please apply now if that speaks to you and you think it'd be a good fit for the group.
• 19:50
  SPEAKER_00: I will see you guys next week with another episode of the Massive Agent Podcast.
• 19:54
  SPEAKER_00: Take care.