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Kina 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 candidates

We 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 him

Resources:
Kina's links:
Website: https://www.kinadesantis.com/?fbclid=...
Instagram: https://www.instagram.com/realtorkina...
YouTube: https://www.youtube.com/channel/UCLUnogJz8UjYeVgGzwgSR9Q

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/@andrewbayon

A 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.

We 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.

How This Realtor Will Scale to $30M With Social Media (Without Going Viral)