Micro‑Shifts That Unlock Real Audience Growth

Micro‑Shifts That Unlock Real Audience Growth

Note: This is the first installment in Micro‑Shifts That Unlock Real Audience Growth, featuring stories from real coaches, speakers and authors, the deeper principle at work, and one micro-shift you can make today to unlock the audience growth your content deserves. When I saw an ex-YouTube employee admit that YouTube didn’t provide a growth playbook for the Partner Program, that was a lightbulb moment. Her entire role in the Partner Program was to look at channels that were getting some traction and help them get serious growth. You’d think YouTube hands her a playbook of best practices on day one. Nope. YouTube taught her to build a custom growth playbook for each channel. That hit me because the thought leadership space is full of people copying our heroes. We’re trying to podcast like Mel Robbins, run events like Tony Robbins, while creating content like Alex Hormozi. Sometimes all at once. We look at the stuff they’re doing now…after millions of views and truckloads of books sold…and copying their tactics. While mostly ignoring how they broke out of obscurity, all the risky, unproven tactics they tried along the way, and how wildly different each of their paths were. So let’s look at a couple examples of thought leaders who didn’t copy anyone else’s tactics, but used the same underlying process. Story: Pat Scopelliti Pat was a well-known, specialized coach in the recruiting space. Along the way he created some of the most powerful material on goal-setting and success I’ve ever seen. I met Pat as a podcast guest back in 2015. In the years before he passed, he became an incredible friend and probably my favorite mentor since my own father. In the 90s, Management Recruiters Intl was the KW of recruiting, and Pat became a fixture in that franchise network. At one point Pat coached both the #1 and #2 MRI recruiters at the same time (despite a fierce rivalry). His work grew their revenue and profits by millions each year.He rode the growth of MRI and the recruiting industry. But dig into his story, and it turns out Pat stumbled onto recruiting through a random cold call. In the late 80s, he signed up a single recruiter to his business coaching practice, had some success and learned more about the industry. Based on limited data, he decided to double down. In the process of working with recruiters, he wrote The Switch - a short manifesto on goal setting and success. The Switch put his signature framework on paper, in an accessible format that helped his clients get better results. The Switch also made it easier for his clients to share his content, creating word-of-mouth. Through trial and error, he found that speaking at industry events also worked well. He was recommended publicly by clients, MRI leadership and their top franchisees, and prospects approached him at events and after. None of those tactics were on Pat’s radar when he started. The entire recruiting industry wasn’t on Pat’s radar. But Pat was a data guy, obsessed with metrics. He dug into his own data, saw what worked, and doubled down on it. Story: Rod Santomassimo Rod built the #1 coaching firm in commercial real estate. 400 active clients. 40 staff coaches. Today he runs high dollar, in-person events that often result in 30% of the room signing up for coaching. Generating millions in coaching contracts. But he didn’t start with high-dollar live events. His first big break was an interview-style book. He wrote the book when he was a new coach working out of a spare bedroom. Coaching in that space was so rare that when he interviewed top producers, not only did they not know him…they didn’t even know what a coach did. Coaching was new. Writing an interview-style book was new. Rod tried it anyway.“That book became a bestseller for the commercial brokerage space. Within three years, I was the #1 coach everyone knew about because of the book.” - Rod Santomassimo Then he doubled down, writing more books. Books built the initial audience, Rod capitalized on that by running live events, which kept growing til they became the foundation of his sales and marketing. All from trying stuff, watching what worked for him, and doubling down. Micro-Shift: Copy the Process. Not the Tactic. It’s so tempting to copy the tactics of our heroes because In many areas of life and business, it works. Copy Alex Hormozi’s workouts and meal plans, and you’ll get jacked. Copy what he’s doing on YouTube right now…and all bets are off. Maybe it works, maybe it doesn’t. What’s the difference? The environment. With health and fitness, your body is the environment. Cause-and-effect is direct, proven, and crystal clear. More workouts + fewer calories = More muscle and less fat. In thought leadership, it’s completely different. Cause-and-effect isn’t clear. Tactics that work for one coach can fall flat for another. Algorithms have added even more uncertainty, creating winner-take-all dynamics. For example: When everyone chases the same broad audience…everyone’s message gets watered down. All the interesting, uncommon, quirky or controversial edges get sanded down. Everyone’s content starts to look and sound and feel eerily similar. Algorithms respond by finding a winner…and giving the winner 90% of the visibility. On YouTube, once the algorithm finds a channel that consistently has a slight edge in the right metrics, that channel gets the majority of impressions. All other channels get throttled in the algorithm. Less visibility, less influence, less impact. But there’s no winner-take-all in health and fitness. When you copy Hormozi’s workout and meal plans and get jacked, there’s no algorithm that gives the rest of us love handles and cankles. That’s why this micro-shift is so critical. There are just some areas where copying tactics doesn’t work. Thought leadership is one of those areas. So instead of copying the tactics of your heroes, copy the underlying process. Going back to the ex-YouTube employee…that’s what she learned in the Partner Program. Don’t copy tactics, copy the process. * Try a bunch of stuff * Dig into the data * Find something that shows promise * Tweak and improve til it works Then double down. Talk soon, Matt Agency Founder & Author of MicroFamous PS Want to double down on content that’s already worked for you? If you’re like our clients, you’ve already done guest interviews. Maybe more than a few. Audiences respond, you get leads and you get sales. You know your message resonates and the format works for you. But you probably also saw the ceiling on guest interviews. You don’t control the message, and you can’t find enough good shows to get booked on. You need your own show.Your own audience.Your own message. That’s where we can help. You record raw video. We turn that into professional YouTube videos, podcasts, newsletters and social posts. We dig into the data, find what’s working, help you tweak til it works even better, and double down. All with zero overwhelm, guaranteed. See how we do it at GetMicroFamous.com [http://getmicrofamous.com] and schedule your Free Brainstorm Call. A free 15-minute Zoom where we brainstorm on your show idea and see how it stacks up with our Winning Formula Checklist. If the brainstorm gets you excited about launching a show, we’ll share what it’s like to have all the production handled. So you can focus on what you do best…delivering your message. That’s GetMicroFamous.com [http://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]

Fear & Fatigue w/Mark Peebles

Fatigue just hit a 5 year high in search interest (per Google Trends).That’s the environment we’re in. And Mark sees it all over real estate, too. ‘I’m seeing a lot of fear in agents….a lot of agents…have been leaning on…Zillow or Facebook leads or YLOPO…And they’re seeing those leads decrease a little more, every month, every quarter. And so there’s this fear out there because agents don’t know how to generate the business.”- Mark Peebles Leading an indie brokerage of 140 agents gives Mark serious insight on agent psychology. Speaking around the country, talking to agents at events, and hosting his podcast gives him the 30,000 ft view, too. So just sell them the tools and tactics to generate leads and they’ll be fine, right?Not so fast… Agents Aren’t Taking the Business Seriously MP: “We’re seeing professionalism in the industry…go the opposite direction. Agents are not investing in their own education, and a lot treat it like a hobby.” If you’re creating educational content to get in front of agents, this isn’t great news. If agents respond to fear and fatigue with inaction, that’s fewer agents finding your content or buying your course. How is Mark responding? Lead with Vision & Purpose, Not Tactics PM: “I try to bring in that it’s about more than just your business, right? “I have a program, it’s called the Ultimate Success Framework. It’s an online course that I put out. We spend the whole first section of the course talking about ‘What is your personal vision and what’s your purpose?’ “ The course is based on how Mark leads his brokerage agents, and reflects Mark’s personal experience with fatigue and burnout: PM: “I learned years ago…around 2018, 2019, where I started seeing a counselor. I found…that I had really become a workaholic, a lot of which was fear-based. I had a fear of not having enough business, of not performing at the level that I knew I could perform. And I had become so fatigued. It was affecting my relationships. It was affecting my marriage. And through a really powerful process, I came out on the other side realizing that there’s nothing more important than my marriage, there’s nothing more important than my kids.” By leading with vision, Mark connects the tactics to the bigger picture, an aspirational vision that sparks energy rather than drains it. Want support to create your best content…consistently? Check out our https://getmicrofamous.com/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 professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. Visit GetMicroFamous.com [https://getmicrofamous.com/] to learn more and schedule your Free Brainstorm Call. Use AI Tools to Create the Time & Energy for MORE Human Interaction PM: “AI has made my life so much better, honestly. I sit with AI up all day and have conversations with it….But here’s the thing. I think more and more what I’m seeing is people truly desire human interaction…And so give me all the AI in the world as a tool, it will never replace the relationships that we have.” Some agents are looking to use AI avatars in their marketing - to put AI between themselves and their prospects. Mark is leading his agents to do the opposite. I couldn’t agree more. Producing video shows in other industries gives me insight into how the broader culture is responding to AI. In some industries the feedback is very visible online (reddit forums, LinkedIn, etc). Right now we’re seeing the first major wave of backlash against AI. Especially when AI is used to directly interact with prospects in the sales or marketing process. People don’t like receiving AI avatar videos, reading AI-written emails, or getting AI-generated DMs or comments on their posts. Focusing on the human side takes agents’ focus off themselves, their fears and fatigue.And that’s not just good mindset and mental health.That’s good marketing strategy, too. Want to go deeper? Click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify. Ask This: Are you meeting agents where they are…in mindset AND the topics they’re searching for? Speaking to the topics agents care about…in the exact words they’re using…is critical. Get that right, and agents watch your content, show up to your speaking session, or click on your program or your book. Once they do, whether they stick around or buy is based on how you make them feel. Tie the topics they’re searching for, in their exact words, to content that speaks to their bigger vision and sparks a burst of positive energy. That’s a powerful recipe for engaging content that creates sales. Quick Links & Resources Mark’s website [https://itsmarkpeebles.com/] Mark’s podcast [https://itsmarkpeebles.com/podcasts/] & YouTube channel [https://www.youtube.com/@itsmarkpeebles] (Check out Mark’s YouTube studio setup!) Mark’s background & speaking topics [https://itsmarkpeebles.com/about/] NavX Realty [https://navxrealty.com/] - Mark’s brokerage Mark exudes energy and positivity, so I can see why agents flock to his brokerage. Massive thank you to Mark for being generous with his time and featuring me on his show as well. He’s a great podcast guest and speaker, so if you want a personal introduction, just reach out! 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 video 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 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]

'Messaging Drift' Keeps You Invisible

I recorded an audio version of the newsletter with additional comments. If you like having audio (even without guests), let me know! AI has cut Tim Ferriss’ book sales 80% from 2022. He shared the numbers in a blog post this week. But in that post, he has this amazing line: “I’d rather write books for 10,000 people than make short-form video clips for 10,000,000..” Tim Ferriss But he hit on something many coaches, speakers and authors struggle with. Messaging Drift - The tendency of content to drift away from the core topics, the core beliefs and opinions, and ultimately, away from the target audience. Tim knows exactly who his 10,000 are. Do you? That’s where AI can either be helpful or harmful, because you can use AI… Haphazardly - creating unfocused content that keeps you invisibleIntentionally - creating laser-focused content that is easy to categorize, consume, and push Let’s dive into those three concepts - Categorize, Consume, and Push. Algorithms Push Content that is Easy to Categorize. That seems to be one of the consensus takeaways from Google’s landmark 2016 paper: Deep Neural Networks for YouTube Recommendations [https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/45530.pdf] (and further research). YouTube’s algorithm works like this: * A viewer spends above-average time watching a video * The algorithm reaches for similar videos to recommend. Same category, similar concept, format, length, topic, etc. * Similar videos that add value get recommended first But the algorithm doesn’t really have a real-world understanding of every video. It doesn’t have: * Deep industry context * Coaching experience * Access to real time conversations in Facebook groups It has to rely on your titles, thumbnails, descriptions and metadata. So content that is very focused is easier to categorize and gets pushed more. Jefferson Fisher [https://www.instagram.com/jefferson_fisher/] is a great example. 6 million Instagram followers. ONE theme, ONE format, ONE location (sitting in his vehicle).Laser-focused content. Easy to categorize, consume and push. But in 10 years of working with coaches, speakers and authors…How many truly choose a niche and create focused content?Easy to categorize, consume and push? Very few. Because… ‘Hard-to-Categorize’ Content is EASIER to Create And I don’t mean that in a lazy way. When smart, curious people follow their muse…Without a 30,000 foot view of their content…The result is messaging drift. Content for 3+ different types of prospects, on a wide variety of topics, in a bunch of formats. The algorithm can’t easily categorize the ideal viewer…Can’t confidently predict how viewers will consume the content…Can’t predict what will happen when it pushes the content… So it doesn’t. And using AI tools in the content production process doesn’t automatically fix this. Recent studies show that AI has its own ‘drift’ problems…drifting toward the same writing style, promoting the same ideas, recommending the same business strategies. And ultimately, serving its own goal of keeping people using the tools. But after the conversation with Matthew Rathbun I realized that… AI Can Make It EASIER To Create Focused Content IF you set it up properly. You set up your initial brand documents, codifying who YOU are, the impact you want to make, the kind of content you want to create. How you deliver transformation for clients or attendees, the key beliefs and opinions you want to infuse in all your content. Then you set up an AI messaging strategist that reviews all your content, hunting for anything that drifts off course. * Hooks and headlines that sound like everyone else * Topics that draw the wrong audience * Guests who don’t fit your target audience * Phrases that aren’t authentic to you * Content that isn’t easy to categorize * Session titles that don’t fit your speaker niche Setting that system up starts with knowing WHO your 10,000 people are. Once that decision is made, you can structure AI to push back, give you the 30,000 foot view, and alert you when your content starts to drift. Algorithms Aren’t Going Away Algorithms create fast-growth stories. Those stories grab attention.Everyone flocks to the platform with the most attention, trying to be the next fast-growth story. So if you’re going to use those platforms, give the algorithm what it wants. Create focused content that’s easy to categorize, consume and push. And use AI to keep you from drifting off course. Ask This: If I could ONLY serve one kind of agent, who is it?If there are 10,000 of them, fantastic! That’s all you need to make 7 figures as a thought leader. Quick Links & Resources Tim Ferriss - Has AI Already Killed ‘How-To’ Non-Fiction? [https://tim.blog/2026/06/12/has-ai-already-killed-nonfiction/] Google paper - Deep Neural Networks for YouTube Recommendations [https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/45530.pdf] YouTube official article - On YouTube’s Recommendation System [https://blog.youtube/inside-youtube/on-youtubes-recommendation-system/] If you know a coach, speaker or author with interesting opinions and insights to share, reach out. I’m always looking for good guests! Talk soon, -Matt Agency Founder & Author of MicroFamous PS Here’s how my team and I can help… Done-for-You Content Production & Strategy [https://getmicrofamous.com/] - We turn raw video 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 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]

Use AI…Ditch the Inauthenticity

Yes, AI breeds inauthenticity. And yes, there are still amazing use cases for AI. This is one of the most impactful I’ve ever seen. Here’s how Matthew put it: “I wanted to create a system to make things in my voice. Not violating anybody else’s IP, but built on concepts that had landed earlier.” - Matthew Rathbun He built an AI operating system to codify his voice, capture everything he says, create first drafts from that library, then have an AI Board of Directors critique the output and feed those learnings back into the system. Here’s how each step feeds into the next to create the flywheel. Codify His Voice & Vision. He worked with AI to document everything that made him HIM - his voice, key concepts, design aesthetic, and language bank. MR: “All of this started with me walking around my backyard…telling AI, ‘I’m a national speaker or international speaker….this is my vibe…now interview me so you can be the best PR agent and content developer possible.’ Took about an hour and a half. She kept asking me questions. I kept answering. I just would blather on for a while. And then she made it a succinct part of her (AI) memory.” That forms the foundation layer, the single source of truth. Critical for AI to take on specialized roles and truly refine your intellectual property. Capture Past & Current Intellectual Property. Matthew started with the stuff we all have - live sessions, YouTube videos, webinars, guest interviews, 300+ pieces of content. He got everything transcribed and added to his AI tool (Claude in this case). He started using the HiDock AI voice recorder [https://a.co/d/0aIjUSLy]to capture live sessions in real time. MR: “I was teaching this webinar two years ago and I said something particularly clever or something that agents really gravitated towards…I want to capture those moments.” He can braindump from just about anywhere. He once turned an idea for a class into a ‘killer outline’ in one car ride, just by talking to his custom-built Claude Skill. Those first steps created a living body of work. Well-documented, continuously updated. Which feeds into the next steps. Want to create a body of work that builds an audience? Check out our https://getmicrofamous.com/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 professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. Visit https://getmicrofamous.com/GetMicroFamous.com [https://getmicrofamous.com/] to learn more and schedule your Free Brainstorm Call. Create Different Roles for Different Goals Matthew developed specialized roles within his AI Board of Directors, such as an Instructor Skill to help develop his classes. One of his AI skills ensures that his class content aligns with adult learning principles. You can do the same for your business and how your brain works. Here are some options for specialized AI roles: * AI Search Strategist - Ensures that your content hits specific keywords and suggests ways to optimize your content for AI recommendations * IP Strategist - Looks for opportunities to capitalize on your IP with books, joint ventures, collaborations, licensing deals and certifications. * Messaging Strategist - Ensures that all language in your content is consistent with your brand voice and reinforces your key concepts. Specializing roles is critical to getting good AI output because AI tools have limitations (context windows and memory). The more focused each role can be, the more effective an AI Board of Directors can be as a complete system. Build First Drafts That Are 75% to Done. Using specialized AI roles like his Instructor Skill, Matthew can start with an idea, move into storyboarding and outlining content, then to building full course outlines and branded Canva slide decks. All in a fraction of the time. MR: Now I can go tell her (AI), build out the slides or create it. And using the skill I created [with] my colors, fonts and logos, the final product from AI is 75% of the work.” Refine the Output. He then adds his own taste and judgment, working with specialized AI roles built to push back. His AI Board of Directors adds critical feedback and helps expose biases, blind spots, missing calls-to-action, misaligned language and much more MR: “The [AI} Board of Directors said, ‘There’s two things in all the transcripts you’ve given us that you don’t do well. One is, you don’t have an inspirational closing. A tagline that makes them feel good about the [session content]. And the second thing [missing is] reinforcing with an action.’” As a result, Matthew made key changes to improve the last few minutes of his sessions. Lacy Schuldt [https://rethoughtleaders.substack.com/p/speaker-bureaus-how-they-really-work] (who books speakers) pointed out that the last few minutes of a session are often what speakers are most remembered for. For Matthew, his AI Board of Directors has helped him produce content that’s more… * Clear and well-structured * Compelling to his core audience * Consistent and connected across platforms and formats All in a fraction of the time. Next week I’ll share how an AI Board of Directors could be extended to solve another problem lurking in the background…messaging drift. 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! Anyone else have an AI Board of Directors? Or a unique use for AI tools that’s making a big impact for them? Steal This: Matthew also uses ‘negative prompts’ to improve AI outputs: “I’m very careful to say, ‘Make sure the content we’re creating doesn’t conflict or sound close to any other speaker, author…’ I want to make sure my content doesn’t violate anybody else’s IP or come close to it.” Quick Links & Resources Matthew’s Website [https://www.matthewrathbun.com/] Resources page [https://www.matthewrathbun.com/resources/] About Matthew [https://www.matthewrathbun.com/meet_matthew_rathbun/] Thanks to Matthew for coming back AGAIN so shortly after the BEATS conference. He’s a great speaker and an even better human, so if you’re looking to connect, I’m happy to make an introduction. 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 video 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 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]

‘AI Breeds Inauthenticity’

What if AI tools are having a negative compound effect? AI makes one email better, one listing description better, one social post better. But when it all compounds…everything sounds the same. So no one stands out anymore. After reviewing speaker submissions for NAR, and watching agents who are AI power-users, that’s the effect she’s seeing. Paula has a broad view of AI’s effect as a… * Speaker at real estate events nationwide * Owner of a real estate school * Former state association president So we had a blast talking about what she’s seeing. Here are the…. Non-Obvious Insights from our Conversation: Many New Agents Think AI Makes Real Estate EASY “There’s two camps right now. People are either terrified [AI is] going to replace them completely, or people think that it’s absolutely amazing and it’s going to make their jobs super easy…because no real estate problems happen when you use AI, right? It’s fabulous.” - Paula Monthofer For anyone training new agents, that has to be concerning. The last thing you want are agents coming in thinking the business is easy. Many Speakers Submissions Contain Identical Language & Promises of ROI PM: “So many of them were obviously written by the same AI program….same exact rhetoric, you know, ‘[My sessions is] going to increase your business by 15%’ or whatever the percent was…Everybody had the same percentage because everybody’s AI gave them the same ideas.” This pitfall can sneak up on you, especially in areas where every coach, speaker or author is looking for an edge. A way to stand out. AI might give you a really amazing suggestion. But if your competitors all get the same suggestion, where’s the competitive advantage…where’s the edge? Want to create content that gives you a real edge in the market? Check out our https://getmicrofamous.com/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 professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed. Visit GetMicroFamous.com [https://getmicrofamous.com/] to learn more and schedule your Free Brainstorm Call. If Words were Ice Cream, AI Makes Everything High Quality Vanilla PM: “It’s better if you really like vanilla…if you like vanilla, this is like the creamiest most French vanilla ever. But if you wanted to try some lobster ice cream sometime, that is not happening.” I love that analogy. AI can make something better …but it makes that thing better in the exact same way…for everyone. In the agent world, she’s seeing listing descriptions, emails, marketing emails, all starting to have the same vanilla voice. She’s seeing it in the thought leadership world, too. “The big thing is, especially as someone who’s been speaking in leadership for so long, about authenticity. It’s just this discord. It’s this disharmony with being authentic. It is synthesized. That doesn’t make it horrible. That doesn’t make it evil. That doesn’t make it awful. But it certainly doesn’t make it authentic.” When you see a lot of AI-influenced output all in one place, you see the negative compounding effect. * LinkedIn posts * Podcast pitch emails * Speaker submissions * Amazon ‘best-seller’ books When you review a steady stream of that content, the overall effect is just…sameness. The flip side of all this sameness is that unique voices can stand out even more. The question is, How do you use AI without drifting into sameness? More to come on that. 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 Ask This: When AI gives you a suggestion, a tactic or a strategy, ask yourself, “Is this authentic and unique to ME…or could other experts and leaders do the same thing?” If your competitors can do it, AI may have already suggested it.Nullifying the edge. Quick Links & Resources Paula’s speaking website [https://paulamonthofer.com/] Paula’s Bio [https://paulamonthofer.com/in-the-news] Connect on Instagram [https://www.instagram.com/pmonthofer/] Massive thanks to Paula for having such a fun and authentic chat! She just showed up 100% herself, I think many thought leaders could take a page from her book. If you’re looking for a guest who can speak to all levels of real estate with passion and energy, I’m happy to make an introduction! -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 video 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 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]