Podcast
Breaking and Building Leaders
Hosted by Building and Breaking Leaders · EN
The real estate’s greatest share their secrets for us to learn, unlock our potential, and equip us with the tools & insights to become better leaders. And leave a lasting impact.
So if you enjoy remarkable stories & lessons from leaders in the real estate industry then this is for you!
"Andrew is the Tim Ferriss bringing Tools of Titans to Real Estate" - Ken Pozek
21episodes
Episodes
Newest firstAll episodes
The Dark Side of Tom Ferry
6d ago00:43:01Tap to summarizeGet 10 free YouTube video ideas every week: https://www.realestatelegends.show/Tom Ferry dropped out of high school, had a bullet hole in his bedroom window, and was bagging groceries, today he's the #1 real estate coach in the world for over a decade straight.I spent dozens of hours studying his interviews, pulled 13 of his core principles, and broke down exactly how he thinks, how he built his business, and what most agents are completely missing.In this episode: Why the agents with the hardest backstories often outperform everyone else The media flywheel Tom built that generates clients around the clock Why your mindset problem is disguised as a marketing problem The accountability system that turned average agents into top producers We cover:(00:00) Intro(01:00) Why broken agents outperform polished ones(04:30) Email returns $44 for every $1 spent and most agents ignore it(05:30) Ken Pozek does 800 deals a year from YouTube(08:30) The one thing Gary Vee told Tom that made him a brand(12:00) Why Tom paid $48,000 a year for a mentor(14:30) Same neighborhood, same training, completely different income(16:30) How to know exactly which problem is holding you back(20:00) The fax machine system that made a client the #1 Century 21 agent in the world(23:00) $90 billion in commissions this year, so what's your excuse?(26:00) "You only have two emotions every single day: ecstasy and terror"(31:00) Are you building equity in your name or someone else's?(36:30) The habit Tom uses so his business never bleeds into family time(39:30) Why Tom would tell his younger self absolutely nothing(42:30) What is your purple hair?My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
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How a 26-Year Old Beats Realtors Double Her Age ($30M/Year)
2w ago00:58:58Tap to summarizeI've spent 200+ hours interviewing over 100 top agents. I pulled out the 7 lessons that actually matter: https://a-impact-media.kit.com/aab7c512aeGet 10 free YouTube video ideas every week: https://www.breakingandbuildingleaders.com/subscribeSelene closed over $30M in sales before turning 30, competing against the top agents in the nation, in Newport Beach. She breaks down exactly how she built her brand, landed a $6M listing by walking the beach for two years, why she's both a real estate agent AND a licensed mortgage officer, and the morning habits that she says are actually responsible for her success.She explains:- Why she hired a professional videographer instead of using her iPhone, and what it actually cost to start- The exact content system she uses to film 10 reels a month without burning out- How she got a $6M listing with zero social media, just consistency and a walk on the boardwalk- Why being a mortgage officer AND an agent gives her an edge most agents ignoreWe cover:(00:00) Intro(01:00) Why She Did Mortgage Payments Instead of House Tours(01:30) Competing Against the Best Agents in the Nation Under 30(04:30) How Much She Actually Paid to Start With a Videographer(05:30) Why Hiring a Videographer Is Like Paying a Gym Trainer(06:00) Was She the First Agent to Do Payment Breakdowns on Camera?(08:30) Does Posting More Actually Convert More Clients?(10:30) Why YouTube Might Be a Better Lead Source Than Instagram(17:00) The "Conforming Style" Trap Most Agents Fall Into(19:00) The Notion System She Uses to Script and Batch Film(25:00) Is High-Quality Video Starting to Look Like AI?(26:42) Ad(34:30) How She Got a $6M Listing by Walking the Same Beach for Two Years(38:30) Why She Flew to Spain After Selling This Client's House(41:30) Should Agents Do Mortgage Too, or Is It a Distraction?(44:30) The Real Truth About Working With Your Family in Real Estate(49:30) Why She Calls 60 People on a Walk and You Should Too(53:00) The Immigrant Family Story Behind Her Work EthicResources:Instagram: https://www.instagram.com/selene_hanna/My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025
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How These Realtors Rebuilt From Zero to $420M in 2 Years
3w ago01:42:17Tap to summarizeDownload the playbook here: https://a-impact-media.kit.com/aab7c512aeGet 10 free YouTube video ideas every week: https://www.breakingandbuildingleaders.com/subscribeAfroditi and Dean Aguilar built an $11M real estate business from nothing, then deliberately burned their own systems to the ground and rebuilt them. Dean Aguilar is the Founder and CEO of Dean Aguilar Group, one of California's top tech-forward real estate teams with 120 agents. Afroditi Aguilar is the COO and Team Leader who built the operational engine that took the company past $11M in revenue.They explain: Why they deleted their entire onboarding process mid-growth and what that unlockedHow they discovered 4 of their 7 pod leaders didn't actually want the job they were being paid for The one question they ask every team member that restructured their entire operation How a Founder/CEO and COO split roles without letting it wreck the marriageWe cover:(00:00) Intro(00:00) Why delete everything at $11M?(00:02:30) What forced DAG 3.0?(00:03:30) 7 pod leaders, only 3 wanted the job?(00:08:00) She knew nothing about real estate. How did that not end the marriage?(00:10:30) What is "three beers deep" and why does it matter?(00:14:30) Why will only hiring high-D personalities backfire?(00:17:00) What did they have to lose to learn leadership?(00:23:30) How does the visionary-integrator split work when it is your spouse?(00:27:30) Why does leading from emotion destroy businesses?(00:41:14) Ad(00:52:00) Nine times out of ten it is not a hire. What is it?(00:55:00) Why is every business problem the founders' fault?(01:00:00) An ops manager left after 6 years and nearly took everything. What happened?(01:04:30) They rebuilt the entire business in 48 hours. How?(01:25:00) Homeless at 14. How did that shape a $11M business?(01:37:00) No ceiling, but there is a floor. What does that mean?Resources:Afroditi's links:Website: https://deanaguilargroup.com/Instagram: https://www.instagram.com/afroditiaguilar/Dean's links:Website: https://deanaguilargroup.com/Instagram: https://www.instagram.com/deanaguilargroup/My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025
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$5B Broker: “I worked at Zillow. This is what most agents do wrong”
4w ago01:25:38Tap to summarizeDownload the playbook here: https://a-impact-media.kit.com/aab7c5...Suzanne Seini went from living out of her car at 15, to building one of the most successful brokerages in California. Over $5.4 billion in sales, 8 offices, and agents that refuse to leave.She began her career at Zillow Group, where she trained thousands of agents and played a pivotal role in their success. As CEO and partner at Active Realty, she propelled the brokerage to become the #1 Mega Team in California and #3 nationwide in 2021 (RealTrends & Tom Ferry). Today, Suzanne serves as the founder and CEO of Innovate Realty, Honest Escrow, Mentoracle, and the Real(ty) Talk Podcast. In this episode she breaks down exactly how she did it, and what most agents and team leads are doing wrong.We cover:(00:00) Intro(01:00) What working at Zillow taught her that most agents never figure out on their own(02:30) She left and nearly 200 agents followed her. Why?(06:30) Are you accidentally making your agents helpless with too many leads?(09:00) What happens to your business when Zillow pulls your Flex?(10:00) How having escrow, lending, and construction in-house changes everything for your clients(15:30) Why getting your real estate license barely prepares you for a real transaction(18:00) The broken cycle of agents joining teams just to leave(22:00) Should team leads even be doing the training?(27:00) When is starting a team actually the wrong move?(33:00) Most agents don't treat their business like a business. What changes when you do?(38:00) Wake up with no buyers, no sellers? Here's the daily system that fixes that(42:30) How she structures her time across 8 offices without burning out(47:00) Why Innovate uses personality tests before hiring any agent(53:00) The listing marketing program that generates leads for the agent, seller, and brand all at once(59:30) Creating a listing video on the spot during a seller presentation with just 5 photos(1:03:30) The commission split philosophy that actually keeps agents from leaving(1:08:00) "When an agent tells me they're not on social media, I think: oh boy."(1:12:00) How ChatGPT cut her follow-up email time from 90 minutes to 15Resources:Suzanne’s links:Website: https://innovaterealty.com/Instagram: https://www.instagram.com/suzanneseini/My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
Transcribe →Why Most Realtors Get ZERO Leads From Social Media (How to Fix it FAST)
Apr 2701:19:14Tap to summarizeDownload the playbook here: https://a-impact-media.kit.com/aab7c512aeLoan officer and social media strategist Minh Nguyen breaks down how he closes $9–15M a year as a mortgage broker, 100% from social, why he cut his leads from 20 a day down to 3, and the exact content system realtors and lenders are getting completely wrong right now.Minh Nguyen is a California-based mortgage broker and loan officer at West Capital Lending, known online as @whatsamortgage with 366K followers. He built his entire book of business through organic social media and paid ads, developing a three-funnel content system used by top producers across the country.He explains: ◼️ Why cutting your leads from 20 a day to 3 actually makes you more money◼️ The "boomerang vs. football" content rule that determines if your posts ever bring business back ◼️ Why realtors chasing views and virality are building someone else's business, not their own ◼️ How becoming a "local legend" unlocks realtor partnerships that social alone never could ◼️ The content era we're in NOW, and why the teaching era is completely deadWe cover:(00:00) Intro. Closing $9–15M a year 100% from social media(00:47) Why cutting from 20 leads a day to 3 actually grew his business(02:00) The "local legend" strategy every realtor should be using right now(03:30) How a living trust video turned into a $2.5M buyer referral with no loan involved(05:00) Boomerang vs. football. Is your content actually coming back to you?(07:00) How to build groupies instead of followers who never convert(08:00) Buying a home is now a luxury. How that changes everything about your content(10:00) The 3-funnel system. How to ask for business without sounding desperate(10:30) How a CalPERS post attracted W2 government workers as qualified mortgage leads(13:00) What era of social are we in, and why "5 steps to buy a home" content is already dead(16:00) Getting 2 million views and zero leads. The virality trap killing realtor brands(17:00) How to know if a content style is actually duplicatable before you copy it(21:00) Why likable agents should be running ads, and who converts best in cold audiences(25:30) Why he picks inconvenient seminar locations on purpose to filter serious buyers(29:00) Why building courses is costing realtors their real goldmine(29:43) Ad(30:48) Why content has to come first, not get squeezed into your day(37:35) 12 hours a week on content vs. door knocking. Same time, completely different ROI(39:05) The only relationship in real estate you can actually count on long term(53:05) He rebuilt his business 4 times. What losing everything taught him about staying on top(1:00:05) What leadership really means, and why most people won't actually do iResources:Minh’s links:Website:https://westcapitallending.comInstagram: https://www.instagram.com/whatsamortgage?igsh=MWg5YXg3dXJ6NmJ2ag==My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025
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I Listened to 21 Hours of Gary Keller to Find Out How He Wins at Real Estate
Apr 2301:23:27Tap to summarizeGet 10 free YouTube video ideas every week: https://www.breakingandbuildingleaders.com/subscribeGary Keller built the largest real estate brokerage in the world, wrote 4 bestselling books, and coached hundreds of thousands of agents to profitable businesses.After going through 21 hours of his interviews and writing over 89 pages of notes, here are the 33 ideas behind exactly how Gary thinks and wins.Gary Keller is the co-founder of Keller Williams, a training company that also happens to be in real estate, and the bestselling author of The ONE Thing and The Millionaire Real Estate Agent. He has spent over four decades teaching agents not just how to sell houses, but how to run a profitable business.In this episode:◼️ Why agents who can sell houses still fail, and the one thing Keller Williams actually sells◼️ The question Gary asked out of frustration that became the most important question in real estate◼️ Why doing more is the exact reason most agents never build a real business◼️ How Gary survived the 2008 crash while other brokerages collapsed◼️ Why the single greatest skill for any agent has nothing to do with closing dealsMy Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
Transcribe →Top Realtor: How She Turn 90% of Leads Into an Appointment
Apr 1401:21:12Tap to summarizeDownload the playbook here: https://a-impact-media.kit.com/aab7c512aeJackie Soto built a $6 billion team brokerage from zero, closing 2–3x the industry average on online leads, launching her own escrow company, and doing it all while navigating cancer, divorce, and almost shutting the doors.Jackie Soto is the Owner and Broker of Record of E Homes Realty, one of California's fastest-growing independent brokerages, built on a Zillow partnership nobody believed in. She went from competing against her now business and life partner over a listing in Pomona, to co-building a multi-office operation across Southern California.She explains: Why complexity kills real estate businesses, and what ruthless simplicity actually looks like. How buying online leads without systems is like lighting $2,000 on fire. The "control the weather" leadership principle that shapes every meeting, every hire, every hard conversation. Why she asks every candidate "Are you comfortable with change?", and cuts anyone who isn't. How a cancer diagnosis, a divorce, and a rogue leader all hit at once, and why she almost walked away.We cover:(01:00) Why you need a tight operating system BEFORE you buy more leads.(03:00) Why complexity will always fail you, and what ruthless simplicity looks like.(07:00) Are you networking or are you partying? The difference that changes your business.(08:30) How to find the exact disconnect killing your conversions.(17:00) Why she only hires 3 out of 10 agents, and the question that weeds people out.(27:00) "Control the weather," the leadership lesson that changed how she runs every room.(37:30) Why getting in front of the story before agents assume is everything.(38:03) Ad.(44:05) The biggest hiring mistake Jackie made, and why she sat with it too long.(55:05) When does it make sense to launch an escrow company, and what's the real return?(1:03:05) Consumer first, leaders last, the decision-making framework she uses when every option is hard.(1:08:35) Wanting to give up while doing a hundred deals a year, what kept her going.(1:20:05) The Annual Purge, what happens if you haven't closed a deal in 12 months at E Homes.(1:21:35) What world-class leadership actually means, accountability as the highest form of love.Resources:Jackie's links:Website: https://ehomesre.com/Instagram: https://www.instagram.com/jackie_ehomes/My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
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How This Realtor Will Scale to $30M With Social Media (Without Going Viral)
Apr 801:45:02Tap to summarizeGet the local content playbook behind $11M GCI for agents: https://a-impact-media.kit.com/aab7c512aeKina De Santis reveals how she built a $100M+ brokerage with just 9,000 Instagram followers, why she refuses to go viral, and how an autoimmune disease forced her to build systems that actually scale!She is the founder of Reframe, the smallest brokerage in Orange County that sells over 100 homes a year. With a background in tech startups, she's grown from her first home sale in 2020 to over $100 million in volume in just five years , all while battling chronic illness.She explains: Why 9,000 followers can outsell accounts with 100,000 The content funnel that converts leads at 3-10x the industry average How she built a business that runs while she's sick for months at a time Why personality-driven brands break when you try to scale past $100M The hiring "mouse trap" that filters out 95% of bad candidatesWe cover:(00:00) Intro(01:00) "I don't wanna be famous, I just wanna be locally famous"(04:00) 40% of her leads sign a buyer broker agreement. How?(06:30) 9,000 followers converting 3-10x better than Zillow leads(07:00) TikTok leads already know her wedding and her dogs before they call(09:30) She was the only agent doing daily house tours, then everyone copied her(13:30) AI made information free, so what actually makes you hirable now?(17:00) "90% of real estate is bullshit, 10% is cool shit"(19:00) Each of her 25 monthly posts is worth $4,000(22:00) She has a real person DMing leads 24/7, the three-VA system(29:00) The math that made her stop hesitating on content spending(34:00) First YouTube video hit 65K views and a developer called(37:25) Ad(38:30) Why being the face of your brand breaks past $100M(42:30) "If I have to open an app and type, that's too many barriers"(48:00) Type ##offer and the entire client message auto-populates(51:30) "I'm not good at time blocks." Hot take from a systems person(53:00) She built a client portal nobody used, a $25-hour mistake(01:04:30) The leadership quadrant that changed how she manages every agent(01:15:30) The subtle interview trap: "What did you find about us online?"(01:22:30) How autoimmune disease forced her to build a team that doesn't need her(01:31:30) Her husband went $150K over budget on their Airbnb; her response shocked himResources:Kina's links:Website: https://www.kinadesantis.com/?fbclid=...Instagram: https://www.instagram.com/realtorkina...YouTube: https://www.youtube.com/channel/UCLUnogJz8UjYeVgGzwgSR9QMy Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
Transcribe →How This 27 Yr Old Agent Sold $32M Without Ads
Apr 101:06:29Tap to summarizeEmily Walczak, a 27 year-old real estate agent doing nearly $1M a year in GCI, reveals how she built 90% of her business through social media, why she left high school at 16 to open an antique store, and the brutal reality behind the Instagram highlight reel of real estate!Emily Walczak is a top-producing Keller Williams agent in Milwaukee, Wisconsin, known for her social media-driven business and her niche in vintage and historic homes, she went from 20 deals her first year to 84 deals by year four, with a 60% conversion rate from social media leads alone.She explains: Why posting houses every day is actually killing your real estate business The "annoyingly long" questionnaire trick that filters out time-wasters and converts at 60% How she went from zero leads to 20 in a single month after six months of posting with nothing Why she lived in an assisted living facility during COVID and it changed her entire career path What 85-hour weeks and no personal life really look like behind the champagne popsWe cover:(00:00) Intro(01:38) The Three Content Pillars That Actually Generate Clients(02:29) Why Most Real Estate Agents Are Completely Unrelatable on Social Media(03:56) Why Would You Only Sell Houses Built Before 1930?(04:51) Did You Plan Your Niche or Did It Find You?(06:56) Why Cold Leads Hate You and Social Leads Respect You(08:10) Strangers Walk in Already Knowing My Dog's Name(10:02) The Line Between Personal and Professional You Can't Cross(12:55) What Do Your Actual Lead Numbers Look Like Every Month?(14:30) A 60% Conversion Rate vs. the Industry's 1 to 3%(15:00) The Email Drip That Quietly Turns Followers Into Buyers(16:46) At What Point Could You No Longer Do Everything Alone?(19:07) Why Do People Vet a Car Salesman Harder Than Their Realtor?(21:06) How Do You Decide What to Post and When?(24:01) The TikTok Creator Who Inspired Her Entire Content Strategy(25:47) What Two Hours of Editing and 100 Likes Taught Me(27:16) Home Tours Won't Get You Clients. So Why Still Post Them?(29:00) I Posted Every Day for Six Months With Zero Clients(30:33) Free Playbook Download for Growing on Every Platform(31:37) You're Posting but You're Not Actually Selling(33:15) The Non-Negotiables That Must Go Up Every Single Week(35:27) What Made You Decide to Stop Being a Solo Agent?(36:30) Why Are So Many Agents Afraid to Hire Help?(38:30) The Micro Team Model vs. the 40-Person Mega Team(40:33) Why She Won't Promote Her Showing Assistant Yet(41:09) Zero Leads in December, 20 Leads in January. What Changed?(43:09) Is Email Marketing Dead? Her 64% Open Rate Says Otherwise(46:01) How One Piece of Content Should Serve Three Purposes(48:08) Do You Want to Stay an Agent or Build Something Bigger?(50:01) Why She's Saying No to YouTube Right Now(52:06) I Left High School at 16 and Opened an Antique Store(54:00) The 40-Acre Farm With 30 Vintage Cars Hidden in Fields(55:17) Living in an Assisted Living Facility During COVID Changed Everything(57:00) What Did You Miss by Growing Up Too Fast?(1:00:30) What's the Magic Pill for Growing on Social Media?(1:01:22) You See the Champagne Pops, Not the 85-Hour Weeks(1:03:30) Have You Found Work-Life Balance Yet?(1:04:34) What Would You Tell Your Younger Self?Resources:Emily's links:Website: https://emilywalczak.myflodesk.com/mentorshipInstagram: https://www.instagram.com/emilywalczak.realtor/YouTube: https://www.youtube.com/@EmilyWalczakMy Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonDISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
Transcribe →How Ryan Serhant Did $6.5B Without Chasing Sales
Mar 2501:40:06Tap to summarizeRyan Serhant, star of Million Dollar Listing New York, turned a failed acting career into a $6.5 billion real estate empire. In this episode, he shares the mindset, strategies, and daily routines that helped him rise to the top, including why visibility is the secret sauce to success in real estate.In this episode:◼️ Why visibility beats sales skills◼️ The media-first business model he used to build his brand◼️ How reputation is the foundation of his success◼️ Why his only plan B is himself◼️ The power of content to generate leads and close dealsWe cover: (02:01) Why Ryan's a Media Company That Sells Real Estate(04:07) Your Brand Is What People Say When You Leave the Room(06:46) Stranded on a Golf Course in Shanghai at 6AM(10:35) You're Selling a Childhood Memory, Not a House(13:20) An 11-Year-Old on YouTube Sold a $13 Million Apartment(17:03) One Hour a Day on Content — How He Splits It(30:08) Can You Manufacture Confidence Before You Earn It?(39:30) You Have 1,000 Minutes a Day — How Many Are You Wasting?(44:05) Find Business, Keep Business, Do Business(49:00) How Improv Class Became His Sales Method(55:00) Respond in One Hour or Get Fired(58:33) "Selling Is a Transfer of Enthusiasm"(01:02:01) "I Don't Work for You — I Work for the Deal"(01:02:55) Follow Up, Follow Through, Follow Back(01:05:00) A $400 Flight to Paris Led to $300 Million in Deals(01:10:35) Brutal Honesty Is Cheaper Than Babysitting a Lie(01:16:05) Hire Fast, Fire Faster, Promote Fastest(01:23:30) Real Estate Is Just the Bark — Sales Is the Oak Tree(01:34:03) His Biggest Regret? "I Never Asked for Enough"(01:38:00) What If the Thing That Disqualifies You Makes You Dangerous?My Links:📧 Newsletter: www.breakingandbuildingleaders.com/🎙 Podcast: https://podcasters.spotify.com/pod/sh...🎥 YouTube: https://www.youtube.com/@BreakingandBuildingLeaders/featured🐣 X: https://x.com/andrewbayon📸 Instagram: www.instagram.com/andrew_bayon/🕺 TikTok: www.tiktok.com/@andrewbayonA little about us:- 10 years ago I made thousands of sales calls- I was unfulfilled on the rollercoast of referral based sales- I was overweight- 7 years ago I spoke on stage at Curaytor about marketing- I was the marketer for 5 top teams in the US spending several million on paid ads- We were posting content on social but a little aimlessly- Now we've generated well over $10 million in GCI directly from YouTube for agents- Run many of the top YouTube channels from 0 to 50k in real estate- Scaled the only hyper local newsletters across 50+ markets- We grew our team at Knwn Local to 45 people- We believe building a media brand is the new way to grow your business and own your market now. Instead of renting your business with expensive leads, you can own it with an audience.- Brand is one of the highest leverage things in business that scales your impact beyond you.- Big visions often don't make sense to small-minded people.If you want to have a greater impact, you'll have to make greater sacrifices.My message: Don’t be well known, be Knwn well.I'm pumped to help you grow & scale your business with this content.DISCLAIMER:Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potentials risks. The information shared here is not a guarantee of success.Your results may vary. Copyright © Knwn Local 2025We make these videos to help build the leaders of tomorrow, but also there are a lot of “coaches” and “claims” on social media and hard to cut through the clutter. I post these to build trust with real estate professionals through value and real experience. And if they’re awesome and see the value and need help - we work together.
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