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Mari Slobounov is a top-producing real estate agent in Madison who transformed her business by creating Living in Madison, a hyper-local Instagram brand with over 20,000 followers. She runs a high-performing team doing 150+ transactions annually and has pioneered a unique succession plan that keeps retired agents earning passive income.

She explains:

How getting your nails done turned into a buyer under contract in 4 days
Why the Instagram page started as just resharing local restaurant content
The birthday epiphany in France that led to rebranding her entire team
How poll questions in Instagram stories convert at nearly 100%
Why she now films Coldplay concerts instead of just watching them

We cover:

(01:41) How a casual conversation accidentally launched a 20K-follower Instagram empire

(03:09) The 40th birthday epiphany in France that changed everything

(03:59) The first Instagram lead that proved everyone wrong

(05:22) Nail salon to under contract in 4 days

(06:45) 8-10 qualified leads per month with zero ad spend

(07:53) How Instagram polls generate instant buyer consultations

(08:53) 150 transactions and $65 million the numbers behind the grind

(11:10) When creating content started ruining life experiences

(12:03) The breaking point: hiring two assistants just for Instagram

(55:09) "What is your plan?"—the hardest question to answer

(56:44) The lead generation pie chart breakdown

(58:05) Why buying Zillow leads is "the dumbest thing"

(59:14) Why consistency beats strategy every single time

(1:00:08) You have to grind for two years minimum no shortcuts

(1:00:56) Leading by example when you run a 150-transaction team

Resources:
Mari's inks:
Website: https://www.livinginmadison.com/
Instagram:https://www.instagram.com/livinginmadisonre/

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.

The Social Media Strategy Behind 128 Homes a Year (ZERO Paid Leads)

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