Podcast Summary

Podcast: F.I.R.E.D UP with Krista Mashore
Episode: Stop Chasing Followers! DO THIS instead for Real Estate Leads with John Tsai (Ep. 963)
Release Date: September 7, 2025
Host: Krista Mashore
Guest: John Tsai (President, eXp Canada; Real Estate Producer and Coach)

Episode Overview

This energetic episode explores why real estate professionals should stop obsessing over social media followers and vanity metrics, and instead double down on authenticity, valuable content, and relationship-driven lead generation. Krista Mashore interviews John Tsai, acclaimed real estate leader and content creator, as they candidly discuss marketing strategies, breaking through fear, prioritizing relationships, and practical advice for agents wanting to stand out―without burning out.

Key Discussion Points & Insights

1. Follower Count vs. Real Impact (<span style="font-size:90%">[00:00–09:16]</span>)

• Quality Over Quantity: John shares that building a successful real estate business has little to do with follower count and everything to do with the quality and relevance of one’s content.
  • Quote (John Tsai, 00:00):
    “Don’t get discouraged about the number of views or number of followers. Just focus on creating content and focus on making the content better every single day.”
• Consumer Behavior: Real people are watching agents online even if they never comment or like posts.
  • Quote (Krista Mashore, 10:48):
    “How many times have you heard somebody say that’s never commented, never liked, never shared, and they said, ‘Oh my gosh, I’ve been watching you for years’?”
• Real Example: John recounts spending $19,000 with a doctor he found through valuable YouTube videos—even though she had a modest social following (<span style="font-size:90%">08:19–09:16</span>).

2. The Journey to Content Confidence (<span style="font-size:90%">[04:02–06:36]</span>)

• Early Struggles: John recalls being shy on camera, starting with basic market updates, and learning through “putting in the reps.”
  • Authenticity Matters: He became comfortable by focusing less on self-image and more on contributing to the audience.
• Content Evolution: Started with informative posts, then pivoted to creative, real estate-specific viral content to keep things fresh and engaging.
  • Quote (John Tsai, 05:15):
    “We did really well with that for a couple of years and it started to really drop off. So then we had to pivot… we start to do more viral content… first of all, real estate viral content.”

3. Local Marketing and Brand Positioning (<span style="font-size:90%">[06:36–10:24]</span>)

• Local Authority Over National Fame: For most agents, a small, loyal local audience is more valuable than huge, global follower counts.
  • Quote (Krista Mashore, 06:36):
    “Agents don’t need that [huge following]… They just need to have some loyal fans, great local content, letting the audience get to know who they are.”
• Building Local Trust: Sharing personal stories, local insights, and showing your personality builds authentic community connections.

4. Consistency, Authenticity, and Content Ideas (<span style="font-size:90%">[11:03–14:45]</span>)

• Consistency Wins: Success comes from consistently putting out both value-driven and personality-based content.
  • John did “two reels a day, five days a week for a year”—outcomes followed.
  • Quote (John Tsai, 12:30):
    “Whether it’s good or bad, put it out there… I just had to make sure my reels … are consistent with my brand.”
• Stay True to Your Style: Don’t try to copy influencers. Your unique style attracts your ideal clients.
  • Quote (John Tsai, 14:45):
    “Just being yourself is the best thing you can do… Some people won’t like it, some people will.”

5. Top Lead Generation Strategies (<span style="font-size:90%">[15:00–18:27]</span>)

• Database is King: John credits his database of 2,000+ past clients as his #1 lead source.
• Mixing Methods: Modern tactics (online ads, AI-driven responses, social content) work best when layered over traditional relationship building.
  • Advice for New Agents: Invest even a small daily budget in targeted ads to get leads, but mastery requires learning conversion skills too.
  • “If you don’t know how to convert, don’t know what to say, you still won’t convert.”

6. Why Content Nurtures Even Old Relationships (<span style="font-size:90%">[16:36–18:59]</span>)

• Retention & Referrals: Creating repeat exposure through content keeps you top-of-mind among past clients, leading to more referrals and less lost business.
  • Quote (Krista Mashore, 16:51):
    “I make sure they can never forget about me. Right?”
  • John Tsai, 16:36:
    “Content is not only for new captures, it’s also to nurture the people you already have in your database. You can’t lose creating content.”

7. Breaking Through Fear and Taking Action (<span style="font-size:90%">[20:29–21:43]</span>)

• Coachability & Imperfect Action: Both Krista and John underscore the importance of trusting the process, acting quickly, and learning from mistakes.
  • Krista Mashore, 20:29:
    “I learn along the way. I’m not just getting ready, I’m not just aiming, but I’m firing. I’m constantly firing because I can’t learn unless I do.”

8. Standing Out is Easier Than You Think (<span style="font-size:90%">[21:43–22:10]</span>)

• Unique Value: Most agents are doing the same cookie-cutter marketing, making it easier for those who innovate to stand out and thrive.
  • Industry Stats: “440,000 agents left the business last year, and only 21% sold a home last year in the U.S. Your competition aren’t working… just do something different.”

9. Attraction-Based Growth & Collaboration (<span style="font-size:90%">[22:10–27:01]</span>)

• Attraction, Not Chasing: In building out his eXp organization (over 1,350 strong), John focuses on genuinely serving and creating value for agents—not hard selling.
  • Quote (John Tsai, 24:18):
    “If you help enough people get what they want, you eventually get what you want… I don’t want to chase anymore. Attract.”
• Collaboration Opportunities: Krista and John discuss how agents can benefit from collaboration at eXp, getting access to robust training, resources, and community.

10. Managing Priorities: Family, Health, and Business (<span style="font-size:90%">[27:54–29:13]</span>)

• No Such Thing as Balance: John prioritizes what matters most at each stage—health, family, business—eschewing “time management” for “energy and priority management.”
  • Quote (John Tsai, 28:27):
    “I don’t chase relationships that aren’t giving me energy anymore… It’s all about energy management and priority management for me.”

Notable Quotes & Memorable Moments

• John Tsai, on perfection:
  “I’m always looking for progress, not perfection… flying the plane as I’m building it.” ([01:50])
• Krista on brand presence:
  “Does your name come to mind when people think about real estate?” ([02:58])
• John’s advice for new agents:
  “You do have to invest money to get these highly qualified leads into your funnel. But if you don’t know how to convert, you still won’t convert.” ([18:27])
• Krista on overcoming fear:
  “People are so afraid of things… They let fear, they talk themselves right out of things.” ([20:29])
• John’s final advice:
  “Don’t give up. Never give up. Keep going… It’s a matter of when you will break through, it’s not a matter of if… If you stop chopping, it’s over.” ([30:44])

Timestamps for Key Segments

• Introduction & John’s Background: 00:00–03:00
• Content Creation Journey: 04:02–06:36
• The Value of Local Audience: 06:36–10:24
• Consumer Search Behavior & Content Impact: 08:19–10:24, 10:48–11:03
• Content Consistency & Authenticity: 11:03–14:59
• Lead Generation Strategies: 15:00–18:27
• Retaining Past Clients with Content: 16:36–18:59
• Breaking Through Fear & Taking Action: 20:29–21:43
• Standing Out in a Crowded Field: 21:43–22:10
• eXp and Collaboration: 22:10–27:01
• Priorities vs. Balance: 27:54–29:13
• Final Advice: 30:44–31:20

Tone & Style

The conversation is fast-paced, candid, and filled with actionable advice. Both Krista and John maintain a high-energy, “say-it-like-it-is” style, with mutual encouragement and no-sugarcoating of industry realities.

Summary for Listeners

This episode is a must-listen for real estate professionals and entrepreneurs who want to stop chasing vanity metrics and learn sustainable, impactful strategies for business growth. John Tsai’s story of growth through authentic content and prioritizing relationships reveals the real keys to standing out in a crowded field. The actionable advice on content, database management, balancing (or prioritizing) life, and collaborative growth at eXp is practical, motivational, and rich with examples.

Key Takeaway:
“Don’t obsess over your follower count. Focus on authenticity, value, and consistency — and the right clients, community, and opportunities will come to you.”