Social Media Content Strategy For Real Estate Agents

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If you're not making video content, you are going to look back and you are going to have massive regrets. So in the history of marketing it's never been, I guess the marketing dollar has never been allowing us to get as much reach as it can now. For free, for free, if you make content on Instagram, YouTube, Twitter, Facebook, you could get so much attention for free. Whereas before, you had to make a commercial, do billboards, send direct mail. All you need to do now is pick up your phone and make some content. Now, Brandon, I don't know what to say. I hate making videos. I feel so stupid. I get it. I understand. Let me leave you guys with one simple strategy. Every one of you deals in different real estate situations daily that are very, very complex.

If you just took simple things out of what you're already doing daily and made content around that, you'd never run out of content ideas. I think most of you are getting caught up on what do I need to create? Well, Gary V says it all the time and I think it's great advice, "Stop trying to create and start documenting." Let me give you an example. You're going to show a property this afternoon as soon as you're done with this mastermind, you could jump on the phone, make a super simple Instagram stories saying, "Hey guys, I'm going to show a property downtown in the historic district. I'm super excited. If you guys know anything about that, these homes are gorgeous. So I'll let you guys know how it goes. Hopefully we're going to write an offer." And that's an example. People need to see the behind the scenes, right? You're you're going to write an offer, you're talking about the strategy. You're making a video once, twice, three times per week, giving your audience on Facebook or wherever social platforms you have on tips, strategies around how to get their offer accepted, how to sell their house without, just like we talked about, how to list your home and buy a home at the same time. You can give strategies around that. You can make these videos once a week, that you're posting on your Facebook page, posting on your YouTube channel, posting on your Instagram, winning the eyeballs from your consumers, your prospects, your sphere, and oh yeah, by the way, it's all free. So the agents that are crushing content right now are going to be the agents that win in 2021. And I promise you, you've got to get over this insecurity of getting on the camera because once you do, your sphere will respond so positively that you will regret not making video content before. I know most agents business comes from their sphere of influence.

If you look at all their transactions and then you sourced them all, most of it's coming from their sphere, which is good. The challenge or the thing that I see is they didn't get it on purpose. They got lucky. They got lucky. Some years are better than others. This year, they just had a lot of friends that bought. Well, what I want you to do is play off offense, okay? Everything you do, I want you to control your outcome, control your destiny. No victims here. We are in control of our destiny by the actions and the choices that we take every day. So, first thing you're going to do in your sphere, pillar of business, if you're taking notes, is you want to create your top 100. Your top 100 can be past clients, friends, family members, referral partners. We're going to talk about that in a second. People in the community, teachers. These are the people that you could pick up the phone at any point in time, call them, go grab a beer, go out to eat. And it wouldn't be weird for you to call them. Now with the plan I'm going to walk you through to start generating your listing based business is enough to ... Think about this, if you had a hundred people in your database, just a hundred, I'm not talking about these massive databases that a lot of people are talking about. The three, four, five, 10,000 person databases. I'm talking about deepening the relationship with a hundred people. We call it our top 100 program. Here's how it works. So after you've identified your top 100, you need to have their names, their address, their date of birth and their email address. And you should be on all of their social media platforms. First thing you're going to do is put all of those people on a weekly email. Now you got a couple of options here. I would prefer that they get some type of a weekly video content from you, because we're going to talk a lot about video here in just a second. But video allows you to really win this top of mind awareness game, which should all be your goal. It should be all your goals, everything to do with branding and marketing and social media has to do with winning the attention of our prospects. Well, your sphere, your database should be the number one pool of new business. So you need to win their eyeballs. So you're going to send them a weekly email. I would prefer again that you send them a video every single week. You can use like BombBomb to do that. In addition to that video, make it real simple for yourself, just put in the real estate stats and what's happening in the marketplace. Talk a little bit about what's going on with you and your family. And then you're going to blast this out to your top 100 every single week. So that would be a custom email strategy.

If that's too much for you and you don't want to create all that content, here's the easy play. Just put all those people on a MLS automated email to get the active pendings and solds, because it's hard to argue that that's valuable content. And here's why. Just like you, your database, people in your sphere, your friends, family, every time they drive home and they see a for sale sign in their yard, what do they think every time?What do you think every time? How much is that house worth? And I want to see the inside and how does it impact my house? So you could put all those hundred people on an automated email to get once a week, the active pendings and solds from your database. Then you make your weekly email strategies super simple. You knock it out and you put everybody on that. You spend a couple hours, you do at one time. It's super simple and it's all automated. And I see you guy's questions, so I'm going to come back to those in just a second. That's number one for the top 100. Number two is a monthly mailer. Yes, direct mail. It's making a comeback because all these digital marketers, all these people are spending all their time, energy, and effort on digital, online, which is great. Powerful, love it, but it opens up a little opportunity for us to get back in the mailbox, because I don't know about you, but my mailbox is pretty empty these days. It's not filled up like they used to be where marketers back in the early nineties where your mailbox was filled with junk mail. Well, I don't know about you, but I don't get really any marketing mail anymore, so that gives you another opportunity to win the eyeballs of your top 100. And so in that monthly mailer, make it really simple on yourself. Just download the monthly numbers from your MLS and write a small paragraph talking about what's happening with these numbers. What do these numbers mean? You could put a small call to action at the bottom, with your picture, with your nice little face at the bottom and ask them to reach out if you're buying or selling, if you know somebody that's buying or selling, I'd be honored to help you through that process. So they get a monthly mailer. Next, they're getting a quarterly phone call, and I want to make sure that we stay on time here, so I'm not going to go through the quarterly phone call strategy today. Maybe we'll talk about that on another topic, but they should be getting a phone call from you at least once every quarter, and then one client appreciation event per year. If you did all of that, with these hundred people, would it be reasonable that at least half of those people gave you one referral in the entire year? That's 50 referrals.

Most of you, if you got 50 referrals a year, you'd probably sell 20, 30, 40 houses just from that one pillar, but we're not playing offense, do we? We sit back and wait. We don't reach out to our sphere of influence because we have these stories in our mind. I don't want to beg my friends for business. Don't beg your friends for business, pour value into these relationships and then the law of reciprocity will kick in. And these people will be glad to go out there and work for you. Hopefully that makes sense.

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Brandon Mulrenin
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Brandon Mulrenin

Brandon Mulrenin, founder and CEO of has dedicated his life’s work to the study of human behavior and communication.

He began his sales career in the mortgage industry as a mortgage loan officer with Quicken Loans in Detroit. He worked his way up the corporate ladder to become the AVP of Quicken Loans’ preferred real estate partner, Rocket Homes, formerly, In-House Realty.

Brandon then decided to go out on his own and built his real estate sales business to the point where he was listing and selling over 100 homes a year with one assistant and one buyers agent. Brandon’s success was quickly recognized as he awarded the #1 listing agent for Keller Williams Premier in 2014. It was during this time that Brandon began to train other real estate agents all over the world with his reverse selling system.

Then in 2018, Brandon launched his own independent real estate brokerage firm in Metro Detroit, Michigan which has quickly become one of the fastest growing real estate companies in the entire state.

Brandon is now the managing CEO of four entities: Brookstone Realtors, National Mortgage Funding, Maximus Title Agency, and


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