Real Estate Thought Leaders

Insights from BEATS Conference w/Craig Grant

I caught up with Craig last week and we covered a wide range of takeaways: * The one thing Craig would change about the event * BEATS’ unique approach to taking care of speakers - a big contrast to the limits and restrictions of other events * How the 3 keynote speakers surprised him over the course of the event But for the newsletter, I want to zero in on… 3 Surprising Ways Speakers Disqualified Themselves Craig wanted to make speaker selection as neutral as possible for the BEATS event. So he and his team did two things… * released an RFP (request for proposal) * formed a committee to review speaker submissions (a group of association staff and speakers called the ‘Sound Board’) Committee members reviewed 150+ speaker submissions, with many submissions being reviewed by multiple members (over 1,000 individual reviews). The process uncovered some fantastic speakers. I’ve been featuring them on this platform for the last few months. But when all the data was in, they revealed some critical mistakes speakers made in their submissions. AI-Written Submissions & Session Titles Referring to feedback from the committee members, Craig said… “Some of the feedback we got was ‘a lot of AI.’ And a lot of ‘written by AI.’ I’m hearing that more and more throughout the industry, we’re just seeing so much stuff that you didn’t write and it’s pretty obvious right away, or you’re not [an expert in] this topic, but you’re trying to squeeze it in there to be hot. I think a lot of that stuff…got weeded out pretty quickly.” - Craig Grant In one of the speakers-only sessions, one committee member said that 7 speakers submitted the exact same session title. Another committee member pointed out that many titles were 8-12 words long, way too long for a good session title. As I was listening in that session, I jotted this note to myself, “AI is being used without enough editing and human intervention.” Not Reading the RFP “Speakers…whine about not getting picked for events, and they don’t read an RFP. An example….Our event is very clear. It’s for association staff and speakers. But the amount of people that submitted their real estate classes to it? Yeah. Those got weeded out immediately. You didn’t read the RFP. You didn’t…pay attention to the audience.” Not Following Directions “We were really clear on our RFP. You have to submit (with your topic)...a video of you speaking. And that way the people on the Sound Board can at least see your skills. And the amount of people who either did not submit a video or gave us a Dropbox link. And we told them…it has to be a public link [where] somebody can click and watch. You know what I mean? …But again, the amount of people who just did not follow the directions and read that. They definitely got hurt because we told our Sound Board, ‘If [speakers] didn’t follow the instructions, ding them in their score.” Now…I could end the newsletter with a lesson like…“Sometimes, there are no shortcuts. You just have to do the work.” But that’s not the whole story. You could just as easily use AI to… * Coach you on writing - so you sharpen and condense your session titles and outlines without using AI-writing * Review the RFP and list all key requirements * Check your final submission to ensure every requirement is met Using AI in this way would actually prevent mistakes that disqualify you from the stages you want. Click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify. Or Hit Reply and tell me what you’re seeing…what are some other reasons speakers don’t get booked at real estate events? Steal This: Hire a videographer for your next speaking gig. It’s more affordable than you think. Many speakers who submitted for BEATS were eliminated for lack of video. Even when you speak at big events, the staff videographer is focused on the event. When you hire someone, they have one job…getting the best possible footage of YOU. Quick Links & Resources BEATS Conference [https://beatsconference.com/] BEATS Alliance [https://beatsconference.com/beats-alliance] Craig’s website [https://craiggrant.info/] Connect with Craig on Facebook [https://www.facebook.com/CraigGrantRETI] or Instagram [https://www.instagram.com/craiggrant1/] Craig and his team really did a fantastic job with BEATS. If I hadn’t known it was just Year 2 of their team running the event, I would never have guessed. What I didn’t know was that Craig had his own speaking gigs the weekends before and after the event. So massive thanks are in order! I appreciate him taking time to come back and share some insider info. All the best, -Matt Agency Founder & Author of MicroFamous PS When you’re ready, here’s how my team can help… Done-for-You Content Production & Strategy [https://getmicrofamous.com/] - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content. Then we launch your flagship video show - supported by audio podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active. Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls. So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call. [https://getmicrofamous.com/] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com [https://rethoughtleaders.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

‘Don't Weaponize Your Niche Against Yourself’

If you’ve followed the launch of Natalie’s new show, Leadership That Shines [https://podcasts.apple.com/us/podcast/the-leadership-that-shines-podcast/id1881064548], you might not know that the brand (and company behind it) was created 10 years ago. During that time, here are just a few career highlights… * Speaker, facilitator and coach * Director of Community Growth at KW * President of the Colorado Association of REALTORS® (2023) * RISMedia Real Estate Newsmakers and SP 200 Watchlist (2023) But Natalie could feel that something was missing. And a question came up… Am I building something that will actually be relevant in 10 years? A very powerful question, but that’s just scratching the surface, let’s dive into the… Non-Obvious Insights from our Conversation: Choosing a Niche Feels….Dangerous “As you’re identifying your niche, it’s also important to not turn it into a weapon against yourself. So weaponizing your niche against yourself, which is something that I did. When you find that niche and then you feel like you’re pigeonholed…and that’s not the case…” - Natalie Davis That quote unlocked something I hadn’t been able to articulate in 10 years of working with coaches, speakers and authors. Why does choosing a niche feel like a prison sentence? A cage you can never break out from? Because that choice triggers our nervous system. We know we’re going to weaponize our niche against ourselves. Deep down we believe that once we choose a niche, we’re stuck. It’s going to feel restrictive at some point. Anything we try outside that niche puts our reputation at risk. If that niche doesn’t work, it’s not a test or an experiment…it’s a failure. With all the guilt and shame that comes with that label. So our nervous system protects us from future guilt and shame….by avoiding the choice entirely. Better to stay in the safety of generality. But as Natalie points out… You Are Never Limited to One Niche “Just become the expert within that space and then look for the opportunities that open up as a result. Not letting the discovery of your niche feel like a pigeonhole because it’s not. There are more opportunities out there…but just get really good at something first.” Let’s say you become a ‘household name’ in one niche…One kind of agent loves you and everything you put out…That doesn’t mean you’re invisible to all other agents. Agents talk to each other. So do event organizers and show hosts. Breaking out of a niche happens organically, which is how it happened to Natalie… “Almost two years ago, I started to see an increase in a need and the requests that I would actually receive from clients about challenges that they were seeing within their leaders. Up and coming leaders…losing potential leaders within the organization… And so realizing that I had a solution to the pain points…but I was just sitting on them and not really sharing them. That’s the thing that keeps you up at night…” Want to launch a video show or podcast? Check out our Done-for-You Production & Strategy [https://getmicrofamous.com/] service. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. Click here to learn more [https://getmicrofamous.com/]. Create Content for Your Next step…Not Your Past “I’m definitely in a space where I’m creating for the next step I’m taking…not for where I am today or where I’ve been the last decade. It’s making sure I’m building something that will actually be relevant in 10 years, right? That’s the biggest thing…Can I continue to do this for the next 10 years ahead?” A great niche hits a sweet spot. Big enough to be profitable…small enough that you instantly stand out. And ideally, a niche you can serve happily for 10 years. One of my favorite mentors spent almost a decade coaching business owners in a bunch of industries. Then he stumbled onto executive recruiting, and fell in love with the industry. He customized his coaching and his content to attract them. He happily spent the next 3 decades of his career serving them. He became the default coach for the biggest recruiting network in the world. At one point he coached the #1 and #2 firm owners in the network …at the same time. Yet other types of coaching clients came in organically. He happily chose a niche, made no efforts to break out, and even he couldn’t contain the referrals and word-of-mouth. Choosing a niche isn’t about restricting yourself. It’s about making a few things crystal clear to the market… * who you serve and why * how you can help them * who you don’t serve The market is noisy. The more specialized you can be, the more specific you can be in your content. And the more easily you can cut through the noise. Want to go deeper? Click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify. Natalie also shared… * How being a deliberate late adopter isn’t a liability…it’s a positioning strategy that’s kept her from building a career on someone else’s trend * How she measures impact and success…in a way that’s far more sustainable than chasing millions of views * What an audience remembers…and it’s not your signature framework * How publicly admitting what you won’t teach creates a credibility signal most speakers avoid Or Hit Reply and tell me what you’re seeing, who’s putting out great content for agents? Who is dominating an interesting niche in real estate? Steal This: Natalie is testing both Substack and a LinkedIn newsletter. Early results show more feedback and engagement on LinkedIn. And that’s with real estate agents not being known as super active on LinkedIn. The simplest subscriber growth tactic Natalie found wasn’t a funnel or a paid ad…it was sharing her LinkedIn newsletter on Facebook. Quick Links & Resources LeadershipThatShines.com [http://leadershipthatshines.com] - Learn about Natalie’s story, speaking, coaching, etc. Leadership That Shines - Apple Podcasts [https://podcasts.apple.com/us/podcast/the-leadership-that-shines-podcast/id1881064548] Reignite Resilience - Apple Podcasts [https://podcasts.apple.com/us/podcast/reignite-resilience/id1695353822] Connect with Natalie on LinkedIn [https://www.linkedin.com/in/nataliesdavis/] and Instagram [https://www.instagram.com/lovejoyandnatalie/] Thanks so much to Natalie for a fun, fast-paced conversation! I really enjoyed the energy and enthusiasm, and we covered a LOT in such a short time. If you’re running a podcast or video show and need a guest, I’m happy to make an introduction! Talk soon, -Matt Agency Founder & Author of MicroFamous PS When you’re ready to launch your own show, here’s how we can help… Done-for-You Production & Strategy [https://getmicrofamous.com/] - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content. Then we launch your flagship video show - supported by audio podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active. Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls. So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call. [https://getmicrofamous.com/] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com [https://rethoughtleaders.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Why Event Organizers Check YouTube Before Your Speaker Reel

Some of the biggest opportunities come from doing the opposite of everyone else in the industry. In the world of real estate speakers, especially in the association space, Matthew Rathbun is a great example. He stopped doing free gigs for exposure, stopped doing cold outreach to associations and event organizers, and went ‘all in’ on creating content for agents first. Here are the results: * Thriving YouTube channel with 5k subs * Runs roughly 3-4 webinars and 4 in-person sessions per month * Booked nearly a year in advance(He’s also speaking at the BEATS conference [https://beatsconference.com/], April 19-22nd in OKC, which I’m attending). That’s on top of his ‘day job’ as Executive VP of a multi-office brokerage with 200+ agents. He’s been named Instructor of the Year at multiple levels, and also consulted for associations and franchises on speaker selection and previously served as an education director. Which means he has direct experience on both sides of the booking process. So here are the… Non-Obvious Insights from our Conversation: Event Organizers Want to See the ‘Real’ You “Before I would ever recommend a speaker, I go look at their YouTube channel. If they don’t have one, it’s almost a ‘Eh, maybe not this person.’ I’ll go to Instagram. I want to see video of them sharing the real version of them, not the stage version that we all have.” - Matthew Rathbun I’m betting as event organizers and education directors get younger, that shift becomes the default. Long-form YouTube videos show your real personality…FAR more than a tightly edited speaker reel. So while capturing footage of you speaking on stage is important, for many event organizers, it’s no longer the first thing they check. They also want to know if you can potentially help ‘put butts in seats.’ If you have a brand, a niche topic, an audience…you become part of the value proposition of the event. A reason for agents to register. Does that mean you need a household name and millions of views? No. MicroFamous, from my book [https://a.co/d/04ZHqf1S] to my Done-for-You service [https://getmicrofamous.com/], is based on the idea that… It’s better to dominate a niche than be the 17th runner up in a bigger space. Multiple speakers I’ve talked to have said the same thing. It’s way easier to get booked when you specialize in a niche topic. Content Creates Attraction. Cold Outreach Rarely Does. On connecting with event organizers, Matthew says, “If it’s somebody who’s not paying attention to my type of content online already, introducing them as a cold call isn’t going to get the energy I need.” Matthew is playing the attraction game. His YouTube channel, podcast and newsletter work together to create a warm audience. Agents already understand what he’s about, so there’s already a connection when he walks onstage. Event organizers come to him, which puts him in a very different (and powerful) position. “I posted a video basically saying, “Hey MLS’s, the reason we’re having these aggregator wars is because the MLS hasn’t innovated…Sure enough, an association director said, ‘Can we reshare this?’ I’m like, Hell yeah!” When decision makers share your content organically, you attract speaking opportunities without direct outreach. Ready to launch your own show, build real influence and dominate your niche? Check out our Done-for-You Content Production & Strategy [https://getmicrofamous.com/] We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. Click here to learn more at GetMicroFamous.com [https://getmicrofamous.com/]. Many Speakers Have a Massive Blindspot…the ‘Connective Tissue’ Around Their Key Topic “If you’re speaking about AI, that’s great. But if you don’t understand basic marketing concepts and basic business planning principles, the AI is just a fun toy you can play [with]. So it doesn’t make it more meaningful.” Matthew shared an eye-popping story from a recent event. The speaker, who specialized in AI, got an audience question about fair housing and using AI to write ads. The speaker’s response? ‘Don’t worry, the AI won’t let you create anything dangerous.’ Matthew knew from experience that was incorrect. AI doesn’t have reliable guardrails like that yet. When Matthew vets speakers, he vets them not just for expertise in their primary topic, but for whether they understand what their topic connects to. An AI speaker who doesn’t know fair housing is a liability. Want to go deeper? Click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify. Steal This: Matthew gave a killer tip. When you get booked, say, ‘Hey, I’m going to build an extra class in here. The fee stays the same, but you’re going to have another instructor in case someone cancels.’ Schedule conflicts or last-minute issues with speakers can put event organizers in a jam. That extra ‘backup’ class positions you to be the hero. Quick Links & Resources Matthew’s website [https://www.matthewrathbun.com/] Matthew on Instagram [https://www.instagram.com/matthew_rathbun] Matthew’s YouTube channel [https://www.youtube.com/@MatthewRathbun] Matthew’s podcast Meet the Moment [https://podcast.rebinstitute.com/] (Co-hosted with Kimberly Allard) The conversation was a blast, turns out we both have homeschooling in common…always fun to stumble across random commonalities like that! Matthew was a fantastic interview guest so if you’d like to feature him and want a direct intro, hit Reply and I’m happy to make the connection! -Matt Agency Founder & Author of MicroFamous PS Here’s how we can help… Done-for-You Content Production & Strategy [https://getmicrofamous.com/] - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content. Then we launch your flagship video show - supported by audio podcast and email newsletter, delivered with pro-level quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active. Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls. So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call. [https://getmicrofamous.com/] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com [https://rethoughtleaders.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

“Get Others to Tell Your Story For You”

When someone wants to refer you…What will they say about you? Not in general…the exact words? We’ve been conditioned to think that content has one path… * We create content * Audience consumes content * People in the audience buy But that ignores the network effects. The massive potential of word-of-mouth. Especially because word-of-mouth can be engineered. Sean Carpenter figured that out a long time ago. Which has served him well as he’s built a wildly successful career in speaking, training and a variety of leadership roles. Sidenote - Sean is speaking at the BEATS Conference [https://beatsconference.com/] (where I’m attending, April 19-22nd). The event puts educators and trainers together with association staff and event organizers. If you’re looking for more speaking opportunities, I can’t imagine a better event to attend. Sean is known for his mantra, Build Relationships, Solve Problems & Have Fun. And he doubles down, intentionally raising his game in each area, giving agents and event organizers ‘something to talk about.’ So let’s dive into… Sean Carpenter’s Blueprint to Engineering Word-of-Mouth * Create Content to Get OTHERS to Tell Your Story For You “If you have a good story to tell and other people tell it for you, you don’t have to spend your time, effort, money, telling your story. You can take care of the people who tell your story for you and get them to tell it more.” - Sean Carpenter Sean puts this action in several ways. Weekly blog posts (1350+), actively looking for ways to create more memorable content, and customizing classes and live talks regularly to solve evolving problems. “Some of the best advice I got early in my career was …for every class, you need two titles.” Here are a couple examples: * Prospect and Network Daily to Build Relationships “I work my CRM every day…I have a whole section there for speaker clients. And then just literally looking at it from top to bottom and then flipping it upside down and saying, ‘This is the person I’ve talked to the longest ago. Last time.. was an email. So maybe I want to hand out a note, or call them, or drop into their social…hitting them through different channels.” * Create Experiences Worth Talking About “A client of mine in Northwest Arkansas…said, ‘We want you to come back.’ And I said, ‘I’d love to do it…IF you give me two conditions. One, I want to do it in a unique environment. And two… let me do a class I’ve never done before.’ And we did it at the county quail barn….amazing location. I wore camouflage when I spoke.“ Sean built a new class that tied in with a hit Luke Bryan song, showing agents how outdoor activities tied into their real estate careers. * Be Easy to Work With “Being easy to work with is a big piece of why people would hire you. Are you going to respond to their messages? Are you going to get the stuff they need on time? Outlines, videos to their audience. Are you going to show up early?” * Develop the Skill of ‘Accordion-ing’ Presentations Sean knows exactly how to cut presentations down if the prior speaker ran long, or expand his presentations to fill time when needed. Being easy to work with is part of Sean’s story, and techniques like this help him deliver on that story. Not just by being nice or timely, but by being prepared enough to bail the event organizer out of a jam. Steal This: Craft the words you want people to use to refer you…in advance. When you can get your ‘story’ down to 1-2 sentences…a story that’s clear and compelling to the right people…here’s what happens… * People have an easy, memorable way to talk about you…so referrals come easier * Current and past clients get positive feedback when they talk about you…so they feel great about their decision to work with you * Word-of-mouth spreads in unpredictable ways…so opportunities come to you ‘out of the blue’ Then you can take a powerful step… The key to engineering word of mouth…. Design everything in the business to deliver on that story. Want to go deeper? Click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify. Or Hit Reply and tell me what you’re seeing…Who else is doing a great job creating word-of-mouth? Quick Links & Resources Carp’s Corner [https://www.carpscorner.net/] - Sean’s primary website and home of his Carp’ Corner blog Sean’s About page [https://www.carpscorner.net/meet-sean-carpenter/] - More background on Sean and ways to connect Massive thanks to Sean for making time on his (very) busy schedule! The conversation was a blast, which should be no surprise to anyone who knows him. Keep Sean in mind as a guest for shows, podcasts, YouTube channels, and of course, speaking opportunities. He really does deliver on his story! -Matt Agency Founder & Author of MicroFamous PS I designed every aspect of my agency to deliver a certain impression on clients. So we get referrals like this… “Matt and his team made me MICROFAMOUS in my niche! And they make the process so easy, I basically just show up on video and talk!” If that experience catches your attention, check out our… Done-for-You Content Production & Strategy [https://getmicrofamous.com/] From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into a flagship video show, podcast, email newsletter, short form video and social content. All with zero overwhelm…Guaranteed. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com [https://rethoughtleaders.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

“There’s a Real Trust Problem in Coaching Right Now”

Dave and I connected because ChatGPT recommended my agency. Does that mean I’m throwing time and resources into AI search optimization? Absolutely not. As Dan Kennedy says, the greatest opportunities are in circumventing search. Getting in front of people who aren’t even searching yet. But I had such a great chat with Dave that I invited him to share his experience here. While building a successful team in Savannah, GA, Dave built a reputation for helping agents hit six-figure incomes, even in year one. Now, for the first time, he’s beginning to work with coaching clients outside his team. Along the way, he’s also had firsthand experience working with several real estate coaches himself. Giving him some non-obvious insights about what agents are really looking for in coaching today… Great Coaching is Teaching Ruthless Focus “I’ve never done everything my boss asked of me. I do the most important thing that I’m going to get promoted for… if you’re doing important stuff and doing it very well, they forget about all the fluff that they were going to have you do.” - David Saba Dave got a real world lesson in the 80/20 Principle…in an unusual setting. Landing cargo planes on aircraft carriers in the Navy. He learned that in any role, a few things are so vitally important…that if you get those right…everything else becomes secondary. So when hiring his own coach early on, Dave wasn’t drawn to coaches stressing activity over strategy. It didn’t match what he’d experienced in the military, where your performance had life and death consequences. Agents are Looking for Strategy, Not Just Activity “There’s a real trust problem in the coaching industry for real estate right now...I tried half a dozen coaches…Most of them just wanted to hold me accountable for…how many calls made this week …divide them up 30 different ways….do all these big spreadsheet reports…” When Dave began working with coaches early in his real estate career, he went looking for strategy. Real insight into the most effective and efficient methods to build his real estate business. Dave knew that all leads are not created equal. So instead of simply increasing activity, he became interested in strategies to: • Identify higher-value opportunities • Generate better conversations • Follow up more effectively He took the same mentality that drove his success in the military and the corporate world, and applied it to his real estate business. The result is a successful team and a track record of agents hitting six-figure incomes. Want to launch your own flagship video show, with zero hassle? Click here to learn about our [https://getmicrofamous.com/]Done-for-You Production & Strategy Service. [https://getmicrofamous.com/] From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn conversations and raw footage into polished YouTube videos, podcasts, email newsletters, short videos and social posts. All with zero overwhelm, guaranteed. My Perspective: The Coaches Winning Right Now Are Creating THIS Kind of Content Coming into real estate in the mid-2000s, I was looking for strategy, too. In a pre-YouTube era, I got lucky and stumbled on a variant of Craig Proctor’s materials. That goes back to Dan Kennedy and direct response marketing, which is still having a huge impact on my life today. From conversations with guests like John Schuchman [https://open.substack.com/pub/rethoughtleaders/p/john-schuchman-gen-z-agents?r=5v6sar&utm_campaign=post&utm_medium=web], Dale Archdekin [https://open.substack.com/pub/rethoughtleaders/p/strategic-generosity-why-this-coach?r=5v6sar&utm_campaign=post&utm_medium=web] and Jess Lenouvel [https://open.substack.com/pub/rethoughtleaders/p/jess-lenouvel?r=5v6sar&utm_campaign=post&utm_medium=web], I’d bet that the majority of agents coming into the business are looking for strategic insight over activity. Especially strategies that are: * tech-savvy * low-cost * high impact * highly efficient And they just might ‘coach-shop’ til they get it. When I look at coaches who are winning today, they create content that promises strategic insight…and then delivers. And you need both. Promising strategic insight helps your content stand out. Delivering strategic insight builds trust. Every strategic insight creates little moments where agents say to themselves: “Oh wow, I could see that working for ME!” Every one of those moments creates trust. The more of those moments you create, the more agents will pre-determine that you’re the right coach for them. Ask This: Where can you share more strategic insight in your content? Where can you intentionally create more ‘I Can See This Working for ME!’ moments? Want to go deeper? Click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify. Or Hit Reply and tell me what you’re seeing Quick Links & Resources Dave’s coaching website [https://empoweringagentstoprosper.com/] Connect with Dave on LinkedIn [https://www.linkedin.com/in/sabadavid/] Dave’s real estate team website [https://www.findhomesinsavannah.com/] Massive thanks to Dave for sharing! Make sure to connect with him, especially if you want a podcast guest. Dave can go deep on high-impact, low-cost strategies, like how he ditched traditional farming and used community events to dominate specific neighborhoods. Always happy to make a personal intro! Talk soon, -Matt Agency Founder & Author of MicroFamous PS Here’s how we can help… Done-for-You Content Production & Strategy [https://getmicrofamous.com/] - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content. Then we launch your flagship video show - supported by audio podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active. Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls. So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call. [https://getmicrofamous.com/] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com [https://rethoughtleaders.substack.com?utm_medium=podcast&utm_campaign=CTA_1]