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all right so you ready to see why it's my one of my all-time favorite books and my all-time favorite author yeah let's see it see the book Gotta Love an author who doesn't just go on and on and on huh dude it's uh so it is so straightforward that that right there that is the entire chapter yeah yeah it's just it's like you know go for a breakthrough I call it get rid of all the noise stay in your zone of greatness hey welcome back to the show if you are like me and you're constantly looking for what are the insights what are the best new approaches what's the hacks in this case to make your Instagram handle absolutely sing and I mean sing like sing songs of new listings of more Trust of more relationships of more shares and most important importantly as a revenue generating asset you're going to love Today's Show so I brought in my partner in crime we at listing leads have recently launched something new inside of Instagram we're not really going to go into the the how and the why behind it I want to talk about with Jimmy Mackin what is hot and what is not so you my friend could take full advantage of this now I gotta give you a heads up if you're listening this on podcast you're going to want to jump over to my YouTube channel because he is going to show some examples so so again enjoy your car ride or your exercise but make sure you race over to my YouTube channel because the examples are where the action is so Jimmy welcome to the show man how are you hey Tom always good to see you this is gonna be a fun show for us because we've had we've done something that I don't think anyone has ever done in real estate history which is we have spent the last few months aggregating all of the best creators I mean well over 500 creators on Instagram right now and to give you some to give the audience some context we're now analyzing well over 12,000 unique real estate related posts just in the last 12 months so what we've been able to do is extract some really interesting Insight so if you are new to Instagram if you're struggling to go grow your channel if you're not getting any leads from Instagram I think by the end of today's show you're going to have not only the examples and the strategies but a very clear blueprint on how to make this a big lead pillar for your business in 202 outstanding so so where should we start what's the first big Insight well the first the first big Insight is going to be around how to leverage listings to get leads off of your Instagram profile so let me go ahead and pull up an example of this because this one I think is going to be so accessible to the vast majority of people here watch this while you're doing this I'm already thinking of how many people have said hey could you audit my channel and the first thing I see is stale photos of houses with with no comments no likes no shares so I'm going to assume it's not that yeah well what's crazy about this one Tom and I think you're gonna love this and you should be able to see my screen now so give me the thumbs up here Tom yes we got it cool so so what you're looking at this and what I love about this Tom is we've been able to uncover who I would call these kind of hidden gems small creators who are getting big results and that makes us a lot less intimidating so you're looking at Esther's account Esther has less than 2,000 followers but you'll notice as I start to scroll down and look at some of the videos she's producing you start to see a pattern uh emerge here and I'm going to grab an example of one this video here Tom let's let's look at the data here 1,00 plus likes 147 comments this video again 2,000 subscribers followers this video has over 12,000 views now when I click on the video you'll see and you won't be able to hear the audio because there is just a song playing in the background she's not in the video she's not talking over the video it's just a literal like almost like a the old virtual tour like here's a here's a kitchen here's a living room here's a dining room and what you'll notice is and this is mind-blowing what you notice is this listing got 54 leads from 54 text opt-in leads and if you're paying close attention you'll see at the very top of her caption the very first line she uses text 8lt or phone number for more info in a private tour and Tom this is the part that to me I think everyone who's watching should pay attention to notice what she does marketed by Esther listing courtesy of Jason so she's taking other agents listings and she's saying hey would you mind if I promote your listing on Instagram she's creating the asset and then she's posting it so the the big Zen takeaway here Tom I want to your reaction to this is number one if you don't have listings a part of your strategy should be going out there finding listing agents who want to get more exposure for their home number two you don't have to have a you you don't have to be in the videos you don't have to add any type of uh C overlay in terms of the audio you have to include some type of CTA at the top of the caption and so she's getting hundreds of leads from an Instagram Channel Tom using this exact tactic and you can see when I go back to her channel here you see that she's just doing it over and over and over and over again so my first ADI bit of advice here for everyone who's tuning in is that you can generate a lot of listings off of Instagram you just got to do it the right way yes so what I love about this is a couple things first the fact that she has very few followers I think it was like 197 followers will we pull up her account one more time I want to make sure I saw it was 19,00 followers 19,00 followers which a lot of people are immediately going to say you know oh my goodness like you know you don't understand I don't have enough people following me it is not about how many people are following you the real action is in the people outside of the people that are following you so so my question for you is why do you think that video is getting so much traction what is it is it the trending music is it the fact that because she's saying text me this the algorithm is picking up on how many people are now you know commen on it do you think it's the number of shares what do you think is causing this to go so viral well there's a few things number one reals are known for being the best way to reach people outside of your current Network so if you're if you have a small account meaning you don't have that many followers if you're producing just stories or just posts chances are the vast majority of your content is only going to reach to people who are already connected to you reals are inherently showing up in the explore page P they're inherently being recommended after you watch additional videos so the fact that she's choosing a real is very deliberate and it's and it's resulting in more exposure Beyond her audience the second thing is you'll notice in that video that we shared it's um it's a nice house and I'm sure it's priced well and I think this is an important lesson for everyone who's listening there are lots of listing agents today who don't invest in marketing but are completely fine with another agent promoting their their home and I think this is what this is a this should be a go-to strategy for all the buyer agents who are watching or all the would be aspiring listing agents is that you're going to get a lot of NOS from a lot of listing agents but you're going to get a lot of yeses as well and for the ones who aren't technically Savvy who don't have a social media following who aren't promoting their business online I would be going after their listings Tom and so I think that's a probably a a combination of those two things so the other thing that I noticed was it is so clear who that video is for if you're someone that's in Market in Claremont looking for a newly renovated pool home this videos for you now she doesn't have to say that the consistency of the same headline across every one of the shots of that beautifully new renovated pool home that kept me looking like yeah like if I was in Market in Claremont for a newly renovated pool home like she's speaking directly to me and I also think that's a reason why this was so successful yeah great point in marketing specificity matters and I'm and I'm really glad you picked up on that because I think it's a a great example of like tell them what it is not only in the video but in the uh the still that the Instagram re has and of course in the caption sty right before before you go to the second one you know for my friend on YouTube watching this right now um click Below in the comments and let me know what what did you see in that video you know she's got 19990 followers you know most would say say she shouldn't be getting 12,000 you know views shouldn't be getting 54 leads from what looks like a pretty basic video but in the comments below let us know what you're thinking I can't wait to see your feedback all right Jimmy what was Insight number two it you know Mr Beast had the the famous leaked memo over the summer which is sort of a a master class on how to run a digital first business uh and for those of you who don't follow Mr Beast 350 million YouTube subscribers doing a billion dollars plus in Revenue right now uh just an incredible entrepreneur in that leaked memo he had this great line he said creativity saves money and so the the more ordinary your listing the more extraordinary your marketing needs to be and so if you're someone like Tim Smith and we love Tim Smith and you you got these beautiful homes in Newport Beach that are $15 million that you know Tim has a great asset and that's probably going to get a lot of exposure just because it is so attractive to so many people but if you're selling a 32 Ranch in Middle America for $300,000 you're going to have to kind of break the mold here a little bit and I'll give you an example of this because this is just sort of mind-blowing this is a this is a Creator who I found recently Lisa Dubois uh she's in uh and she's in look Falls Church Virginia okay and you can see she's got a video here Tom and I haven't seen this before this video here has I'm GNA pull up 8 million views I shared this recently my Instagram stories saw this one I was just on her I I saw the one to the right I literally watched it this morning and it reminds me of one of our great clients who did all the whisper videos right I love the ASMR yep and I'll just pull up everyone could see this but I'll pause it real quick she wases where I would hide if I played hide and seek in my new listing what okay so what Meine what a hook what a headline and listen she's great on camera she's very funny she's very charismatic but she gives she's basically giving a property tour of again this is a it's a it's a nice house it's a good starter house it's not a $15 million beautiful 4,000 foot home overlooking the Pacific Ocean and so this video you get Tom 600,000 likes on this video yes you know tens of thousands of shares 8 million views right so my advice here on it it's also adorable which makes it more sharable like you know here I am hiding behind you know the curtains here I am you know hiding in the shower and it's a glass door right if you're listening to this on audio you've got to jump over to my YouTube channel yeah we'll drop we'll have we'll have the team drop links to all these examples but you know I I just go back to what I what I'm seeing a big Trend because again we've analyzing 12,000 plus post a big Trend I'm seeing is I'm seeing that these really smart creators are using trends like ASMR or using kind of creative fun tactics to get exposure for what would be considered an ordinary listing and I I I think there's no better way as a real estate agent to demonstrate your value by going into a listing presentation go yeah my last video got eight million views I mean talk about a unique selling proposition I mean that's that's mind-blowing Jimmy someone right now is going to put in the comments what is ASMR yeah so I actually had to look this up uh because I was curious as well ASMR it it is this uh reaction that happens in your brain when it listens to a c certain like volume level they call auton autonomous sensory metor Meridian response it creates a tingling sensation in your brain so if you've ever heard someone whisper into a mic yeah Tom do you want to demonstrate what that sounds like right now on your mic because you have a good mic hey Jimmy what do you think ASMR is and why should agents be using it so you feel like tingling sensation in your brain right now that you just experienced what if no one felt any tingling sensation I would be so devastated let me know in the comments if you had some level of tingling in your ear thank we C can you do the entire podcast now Tom in ASMR be my last podcast ever all right so Jimmy so the first two insights uh you know the first one is obvious you know create the put the comment below X and I'll immed send you which is WeChat no not WeChat I'm sorry H many chat I got all the chats you can use a yeah dedicated text message or or my chat is a good example yep love it the second one was obviously the ASMR right but also it's the creativity it's the the hook is what was so special where would you hide or where I would hide and hide and go seek in this house like that was awesome and you it's going to be fun to watch how many people emulate that and R&D that over the next couple weeks so right what's number three creativity says money top number three is I'm seeing a massive uplift a massive uplift in what I call AI creative videos uh and this so right now Tommy you and I both know you've been screaming from the rooftops for probably 15 years at this point get on video get on video get on video and the number one objection we would hear is I don't like the way I look I don't have time I don't like the way I sound all of those excuses are no longer legitimate in 2025 because as an example what I'm going to pull up here and show you is our buddy Ken poac who I think is obviously one of the better creators he has pivoted hard towards creating content and we're looking at an example of a video he produced that's getting lots of traction about a new traffic pattern in Orlando there was this video was it was written the script was written by chat gbt and the audio that's being used in this video was created through 11 Labs there was no human being involved in producing this video other than the video editor so what I'm noticing Tom this is a big Trend videos get attention and videos can create an opportunity to build a following which can allow you to generate leads off of your listing or leads off your content so what you're seeing is people are using chat gbt for the scripting they're using 11 labs for audio they're using hey gen for their own avatar and they're and they're producing these videos without ever having to get in front of a camera so you and I and Jason pantana have been kind of flirting with this concept A Lot in 2024 I think 2025 is going to be the year of like humanless videos where we just don't like that you're you can just Outsource this to your admin or someone on your team just to do all this for you so it's a big Trend that we're seeing right now smart creators are jumping on this trend and I think we're going to continue to see this grow yes boy I tell you it does make me think about I think just a a little you know side note one of the most important points that Jason talked about at this year's success Summit was going to answer the public right answerthepublic.com we've all been there before maybe it's been a while since my friend listening right now you've been there you type in into the search sell a home there is 880 variations of questions consumers are asking in related to selling a home Jason put up a typical Jason pantana font which takes two eight and a half by 11 you know pieces of paper right but the font was so extraordinary and Jimmy you know this he literally says I'm gonna take the 880 questions I'm GNA use his prompt he's going to put it into chat gbt they're going to basically answer the question answer the question in detail create a blog read it make sure you like it and then post it on your your own you know business you know your business page on Google your own website inside of LinkedIn probably on Facebook probably sent it out on PR PR wire and see if you can pick up some free press the bottom line is the Smart agents today you know that are really paying attention to content are a answering the questions which is what Ken's doing here what's happening with this new road you know leading us from A to B in and around Orlando that is a brilliant strategy that the average real estate agent wouldn't be talking about but for my friend listening answerthepublic.com 880 different questions about selling a home and then follow Jason's prompt which um Brian we should just put the prompt or a link to the video inside of YouTube so people can watch that so let's make sure we do that because that the prompt is is where all the action is I promise my friend if you do this it can all be done the same way through Ai and then Jimmy wouldn't it wouldn't it be interesting to people to take it one step further and actually have a video created about each question having a podcast created answering each one of these questions and we both know YouTube shorts which you know we'll cover on another episode like this is where the action is all right so what's yeah thoughts on that before we go to number four well what you said I think it's important it's important for everyone to really internalize what you just said there which is we did this analysis and we looked these 12,000 posts and we and we looked at um the posting frequency of the smaller creators versus larger creators and as you'd be you wouldn't be surprised to learn is that as their following grows they post more frequently but then they hit this certain point where the posting really kind of stabilizes and they just kind of post consistently and what you find is uh early on these fast growing accounts they experiment a lot they post a lot they try to figure out what Their audience really likes and there's a there's a formula that I think is that everyone can use when it comes to developing their content strategy which is what content does your audience crave that you are uniquely positioned to create that benefits your business goals so I'm GNA say that again what content does your audience crave that you are uniquely positioned to create that benefits your business goals and if you think about those three sort of circles where they overlap is sort of where you have to focus your energy and effort what do they crave what are you uniquely positioned to create and and does it help your business goals and so these smaller accounts they experiment a ton to figure out what Their audience resonates with and then they figure out okay what hits based on the customer feedback and then they start to just to only produce that type of content and you see that over and over again let me give you an example of this Tom it could be helpful to to bring this one home for us I'll share my screen again so Sam p uh Sam riff and packet I'll share his I'll share his profile here so this dude right now he went from, 1300 followers he's coached by Coach Jeff on the te uh he went from 1300 followers to 27,000 followers in less than 15 months uh in the last 12 months he made over $150,000 in GCI from Instagram I predict because these channels scale I believe this guy's gonna make more than a quarter million dollars from Instagram alone in 2025 maybe even more and what you'll see is he's got a very specific kind of video format which is you know the perfect vacation home and you go into it I'll just you guys can see this it's always starts on the outside it zooms in it's kind of this fastpaced tour of a property he does it over and over and over again so if I went to the beginning of Sam's account I guarantee you he he did a experiment with a ton of different ideas but once he figured out what works Tom he just kept running that play over and over again and so to give you some insight though what Sam does I think is really smart and I'm sure he's working with Coach Jeff on This what Sam does is he produces beautiful listing videos to get lots of attention and then he uses Instagram stories to get leads so it's it's reals for attention and then sto reals for attention and following and then stories for leads so my advice for everyone who's watching right now is you got to find that kind of content that you are good at that your audience craves that adds business value and you got to keep running that play over and over again like Sam's doing and that's resulting in a ton of business for his and once again here we find someone that is not doing this camera on them let me walk you through the house it is just pure the camera walking through the house and maybe there's music maybe there's a voice over I don't know um but what we know is go back to his go back to his profile sure I'll pull it up here for you one thing that stood out for me I think it's an interesting Insight give me your opinion on this uh here's my name the best of Boston real estate it's not I'm the number one agent it is the best of Boston real estate if you want the best of Boston real estate look no further right I'm going to show you a one-of-a kind Boston law an off-market Back Bay property right the perfect vacation home Jamaica plane Town host he's he's delivering on the promise of the best of Boston real estate I think that is a subtle but important Insight thoughts yeah no it's a great it's a great observation your in your spot on there which is ultimately people do not want to follow generalists on social media they want to follow people who are Specialists I want to if I if I go to a restaurant like this past week in Tom I was at the Cheesecake Factory so when you have young kids you end up in and I know listen when you end when you have young kids you end up in a lot of bad restaurants and you know how much that bothers me because you know me very well know how bougie I am when it comes to restaurants and hotels yes and unlike Tom Tom will literally he always says Jimmy it's not your last meal and which I just disagree with um and so you're speaking about me as if I'm in the third person here okay well you know you say that do and what's what's interesting is that at the Cheesecake Factory they literally have I don't know 700 different items none of which are actually any good whereas you go to a restaurant that just spe specializes in like Just Pizza it's probably gonna be a lot better and that's what you're seeing with social media content the people who are really specialized like Sam does who really have a let's say a Mission like the best of Boston real estate like you pointed out they tend to do better than if you're just like covering a really large geographic area or a whole bunch of different topics if you will so I'm thinking about the person that is listening right now what are some of the changes or adjustments you're considering making so where wherever you're listening to this but hopefully it's on YouTube so you see all the visuals I'd love to see comments below and and maybe just maybe if you would like us to look at your account and provide some insight maybe put your account in also and Jimmy you and I can just you know in all of our spare time take a look at their accounts and maybe provide a DM Insight I don't know I do this probably 25 times a week someone says we look at my page and give me some insight and it's usually the same stuff add more video add more reels create more hooks you know use trending music eliminate hashtags start using hashtags it's oftentimes many the same things but for for my friend that's listening put a comment let us know we'll follow you we'll take a look we maybe we won't follow you but we'll we'll take a look and we'll give you some insight all right so we're on number five right yeah we're on number five and this is one that you and I love this Creator you and I both recommend people follow this Creator and you and I have sort of seen this person really evolve their content strategy to do things just differently and so this person is kind of like unlike anyone I follow on social media her name is Vanessa Riley with Domo realy I'm just so happy you said dommo and Vanessa because I was like if it's not Vanessa I'm gonna fly to Boston and punch you and look and what and what I love about Vanessa is many of us this is a big lesson for everybody many of us when we are let's say the first half of the show we've talked about launching your listings and using text codes and developing a style like Sam and being really creative like uh using ASMR but very few of us put that same energy and effort that we do in launching a listing that we do into showing the sweat we sell Ito and so what Domo realy is really starting to do now I've seen this a couple examples of this she's taking the listing that she sold and she's telling a story behind how she sold it for $132,000 above this estimate and she gives all the data all the examples all the stories and you can just see this is a great example of highlighting your unique selling proposition so my advice for everyone watching I want to get your reaction here Tom but my advice is the same level of energy effort you put into launching the listing apply that at the end of the process when you sell the home make that an sop in 25 if you want to get more seller leads from Instagram well you've heard me say countless times I believe that the single worst marketing you can do is to send out a postcard that said sold in three days with 11 offers for $35,000 above asking literally that statement you don't tell me what you did how long ago you met this CL Cent how long you've been nurturing how many times you went over to their home what recommendations did you make were you there when it was painted were you there to decide on staging were you there to declutter the property see the the mistake is if you make it look easy when you know it isn't consumers devalue you what what Vanessa does and so many of our clients Jimmy do this so well is they show the sweat they show the work the the I think some of the best videos and I know you know Vanessa I'm sure has done this and so many others have is before and after you know before I listed the property let me show you what it looked like then I brought in my Stager I brought in my designer I brought in this we and we did this and this and this and this and this and this and this and this and this and it took this much time and while that was happening I started to carefully curate who I felt was the ideal buyer looking at d d d and they tell this elongated story of the work The Sweat Equity you put in and then the result right you gota you got to take me through the pregnancy don't just say here's the baby right I think that's a huge mistake and Vanessa and that video was an excellent example of showing all the work that you're doing to get the property sold too many agents the perceptionist consumers think what you do is easy and you and I both know it is very complicated and you don't just take a lising it CS in two seconds most of these people you met 18 months ago nine months ago maybe seven years ago tell that story it's way more effective yeah and I think for everyone who's and you just absolutely spot on there Tom in terms of just showing the sweat and I think the the really big lesson for everyone who's going to watch this uh this video maybe maybe in December or January maybe even six or 12 months from now the the the big challenge we have is a lot of this feels very daunting and overwhelming and I think people are afraid to get started with Instagram and what we see to be to be really effective using this channel is that we should take our fear and turn into to an excitement because there is no better channel to acquire customers on the cheap than Instagram hard stop it's used by 166 million Americans right now and and probably most of Canada as well the average consumer is spending at least 45 minutes a day on this platform 70% of us adults use this platform and that is growing right and that is increasing and you and I both know if you wanna if you want to if you want to build a sustainable business in this industry you have to keep your customer acquisition cost as low as you possibly can I mean that is the that is the ball game there and just to put this in perspective Tom as we begin to wrap here is that ask yourself this question and this is going to help you sort of shape your strategy when is the last time you bought a product from a brand you didn't know and when it comes to impulse purchases sure but when it comes to considered pures you you only buy from people that you actually know or brands you actually follow and so we live in an intentioned economy you've got to get your face your name your brand out there in front of people otherwise they're just going to choose the other agent who does so I just I I think that fear around uh Instagram should be excitement and I think we should look at this as an opportunity and by the way Tom it doesn't make a difference if you're listening right now you got 500 followers we've seen how quickly and how effectively some of these creators can generate business with small followings and how quickly they can actually grow their foll Jimmy I just got a I got a text message or a DM excuse me yesterday I gotta just pull this up and give this gy a shout out um Hannah so listen to this Jason pantana knows this gal well I'm gonna put her on my show um my goodness I got a lot of DMS hold on I gotta find Hannah really fast here you're gonna love this for my friend that's listening so uh so I I commented recently in an Instagram story that I'm like hey if you want to follow people on Instagram that are doing it well right I gave a a short list I talked about answer to the public but I said you know shout out to Shannon gelet shout out to Tim Smith shout out to Luke newcomer shout out to Vegas Dedra shout out to Hannah dubine which is who I want to talk about here and elio the realtor but in the case of Hannah so she immediately says hey thanks for the shout out I'm like hey you deserved it Happy Thanksgiving um hey have I told you recently Hannah how proud I am of you listen to this Jimmy she said thank you Tom I just hit over a million dollar in revenue for the year year three in real estate year three from my friend listening year three and if you follow the Journey of Hannah she started out really small as a brand new agent and guess what her Insight was Jason interviewed her recently on the show and and basically she's like so so Hannah what did you do she goes well I got turned on of this Tom Ferry guy and this Jason pantana guy like on YouTube and Instagram and they said create a lot of cont content that is Meaningful for your customers and those people will engage with you and they will like you and they will trust you and then they'll buy and sell with you in year three ladies and gentlemen and by the way her Sav price is not two million bucks right right she's selling like five and $600,000 houses she's just selling a lot of them from Instagram so another shout out and hey don't we deserve uh does doesn't Mark Davidson deserve a shout out for introducing us to Vanessa Riley yeah Mar Mark is I wish mark would Embrace Instagram a bit more because he is a genius in our market and every time you have a chance to listen to him he is uh you know he he shines Insight that that really helps us understand this growth a lot better let me let me recap as we wrap here Tom number one is leverage your listings to generate uh generate leads use that text code in the caption Esther is a great example number two creativity saves money the more ordinary the listing the more extraordinary your marketing needs to be number three embrace AI for videos Ken posac is leading the way right now you don't have to be in front of the camera it's 11 labs for audio it's heyen for your face and then you could obviously Outsource the uh editing piece of it uh find your Niche and then stay in your lane Sam reef and packet is doing a fantastic job with this and then finally number five is the same effort you put into launching the listing put into showing the sweat when you sell the listing check out dumo realy Vanessa Riley is doing an amazing job in that space I love it Jimmy thank you so much for being on the show today and and obviously for our partnership with listing leads like we are helping so many people do better marketing generate more listings uh shout out to I'd say shout out to you and the team but I think that would just be shout out to you do we have a team yet Jimmy I don't think so right we we keep we keep our cost low so we can keep our customers cost low we got the Costco model here that's ex and if you change the price of that hot dog I'll kill you only a few people will get that all right so Jimmy as we wrap I mean obviously for my friend listening if you haven't checked out listing leads you certainly should do so what we just launched on Instagram is absolute bananas what we did in the last 30 days with YouTube what we're already doing with text and email and calling scripts and direct mail and everything else you know the the job is basically to have you generate listings at low cost like that's the whole game uh Jimmy closing thoughts before we let the uh our friend go here well I think for the my closing thoughts on this right now Tom just to reiterate what we said earlier is that turn that turn that fear into excitement yeah I mean this is a there is so much inspiration out there there's so much Insight that we can gain from being connected to the communities that we belong to that you realize like this is possible and the agents who embrac this the agents who are out there who are who are on their front foot especially in these sort of you know next few months Tom uh those are the agents who are going to win we live in an attention economy so get out there and get more attention you watch the business comeing after that love it 1,000% so hey thank you so much for listening watching just being a part of my community online you know how much I appreciate it um so listen give you some comments I can't wait to dig into some of your questions some of your insights most importantly make a decision take one thing put it into play test it immediately action solves everything thanks so much for watching the show we'll see you on the next one take care [Applause] 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