Massive Agent Podcast Episode Summary
Title: 3 Types of Social Posts that ALWAYS Attract Listings
Host: Dustin Brohm
Release Date: July 10, 2025
Introduction
In this episode of the Massive Agent Podcast, host Dustin Brohm delves into effective marketing strategies tailored specifically for attracting home sellers and securing listings. Recognizing the common pitfalls in agents' marketing approaches, Dustin emphasizes the necessity of shifting focus from buyer-centric content to seller-focused strategies.
Understanding the Seller Mindset
Dustin begins by addressing a critical issue: many real estate agents inadvertently target buyers with their marketing efforts, neglecting the unique needs and motivations of sellers. He states:
"You're putting out messages that you don't realize it's not even appealing to homeowners. It's meant for buyers, but it's not meant to get listings."
(01:35)
Key Statistics:
- 63% of sellers use an agent they have previously worked with or are referred by someone they trust.
- 38% of buyers opt for agents they've worked with before.
"Sellers are way more likely to hire someone based on trust, familiarity over skill, Internet presence, brand."
(05:20)
These statistics highlight the importance of building trust and familiarity with potential sellers, rather than solely focusing on broad marketing tactics aimed at buyers.
The Three Types of Content to Attract Listings
1. What's My Home Worth Content (Market Education)
This content type aims to spark curiosity among homeowners about their property's current value, encouraging them to consider selling.
Strategies:
- Provide specific market data (e.g., "Homes in your area are selling for $47k more than 6 months ago.")
- Offer insights into market trends and equity calculations.
"Make sure it's accurate or, you know, within the ballpark. And you can make a case that that's, that's an accurate number."
(10:45)
Implementation Examples:
- Email Campaigns: Highlight specific increases in home values with detailed explanations.
- Social Media Posts: Share localized data points that resonate with homeowners.
Limitations:
While effective in generating interest, this content alone isn't sufficient to convert leads into listings. It primarily educates rather than persuades potential sellers to choose your services.
2. Seller-Focused Behind the Scenes Content (Positioning as an Expert)
This content showcases the intricacies of the selling process, positioning you as a knowledgeable and trustworthy expert.
Strategies:
- Document the entire process of selling a house, from listing to closing.
- Share case studies and real-life examples of challenges and solutions in past transactions.
"Show the process of selling because then you position yourself as the expert."
(18:30)
Implementation Examples:
- Video Tours: Behind-the-scenes look at preparing a home for sale.
- Blog Posts: Detailed accounts of specific deals, highlighting problem-solving skills.
- Social Media Stories: Day-in-the-life segments that demonstrate your expertise.
Benefits:
- Builds trust and credibility.
- Educates sellers on the complexities of the selling process, making them more likely to seek your expertise.
3. Seller-Focused Storytelling (Proof and Possibility)
Through relatable stories, this content type inspires action by showcasing successful outcomes with past clients.
Strategies:
- Share testimonials and success stories that highlight your ability to overcome challenges.
- Use storytelling to illustrate the benefits of working with you versus listing independently.
"Proof and possibility. So this inspires action through relatable stories of past clients."
(27:10)
Implementation Examples:
- Client Testimonials: Stories of families who successfully sold and upgraded their homes with your help.
- Case Studies: Detailed narratives of how your strategies led to quick and profitable sales.
- Social Media Reels: Short, engaging videos that tell compelling client stories.
Benefits:
- Demonstrates real-world effectiveness of your strategies.
- Creates an emotional connection, making potential sellers more inclined to work with you.
Recap of the Three Content Types
Dustin summarizes the three essential content strategies:
- What's My Home Worth Content: Educates sellers about their home's value.
- Seller-Focused Behind the Scenes Content: Positions you as an expert by showcasing the selling process.
- Seller-Focused Storytelling: Inspires action through relatable client stories.
"The three types of content that appeal to sellers and get them wanting to work with you. What's my home worth Content? Seller focused behind the scenes content and then seller focused storytelling stories."
(57:50)
Final Tips and Closing Remarks
Dustin concludes with actionable advice:
- Evaluate Your Content: Always ensure your posts appeal to homeowners, providing value and insight.
- Build Trust and Credibility: Regularly share seller-focused content to position yourself as the go-to agent for listings.
- Engage and Share: Encourage listeners to apply these strategies and share the episode with fellow agents to foster a community of growth.
"Before you come up with the video idea, just think to yourself, is this really going to appeal to a homeowner?"
(59:30)
Shout-Out: Dustin acknowledges Keeping Current Matters (KCM) as a valuable partner, emphasizing its role in providing current market insights that enhance an agent's advisory capabilities.
"KCM is the tool that every agent needs in their tool belt. If you want to be credible locally, I mean, all the top producers in your area already use it."
(62:15)
Call to Action: Listeners are encouraged to implement these content strategies, share the podcast, and utilize resources like KCM to elevate their real estate businesses.
Conclusion
In this episode, Dustin Brohm provides a comprehensive guide for real estate agents aiming to attract more listings by shifting their marketing focus toward seller-specific content. By educating sellers about their home’s value, showcasing the behind-the-scenes selling process, and sharing compelling client stories, agents can build trust and position themselves as the preferred choice for home sellers. Implementing these strategies can lead to a more robust and scalable real estate business.
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