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Today I'm breaking down exactly what I would do personally if I was starting over from scratch on social media today. Let's get into it right now. The Massive Agent podcast. We lead generation tips and strategies to get you more leads and sell more homes. I love to buy houses. I like to sell houses. It takes brass balls to sell real estate. Wait a minute. The leads are weak. You're weak. I've had better. Better. Oh, have I got your attention now? Here's your Dustin Brome. What is up, guys? Welcome to episode 403 of the Massive Agent podcast. I am your host, Dustin Brome here in Salt Lake City, Utah today. You may want to take notes or this is one that you're going to want to like find the transcript on, on Spotify or Apple. You're going to want to. This is one that's highly, highly tactical and it's also shortened to the point. So let's jump into it right now. If I was starting over on social media today, here's exactly what I would do. Because look, I spent years doing it all wrong. I spent years, you know, doing what I thought worked only to find out it wasn't. And sometimes it's, it's counterintuitive. It's like the stuff that you think is, the stuff you think you should do is exactly the opposite. It's stuff that you shouldn't, but you don't learn until, until you, you do it wrong and make mistakes. But I'm going to save you a ton of time by just telling you what I would do if I was starting over. And by the way, this applies even if you're not starting over, but you're like, you know, turning over a new leaf, starting a new chapter. You're like, from today I'm going to do social media differently. That's what I mean. If you're a brand new agent just getting into the game, fantastic. But this applies to every single one of you. No matter where you're at in your real estate career, this applies to you. So let's, let's start by building the proper foundation of a, of a social media account that can actually you business. So we start with who, not what. So here, here's the thing. Most agents are just when you start out on social, you're talking to everybody. And some of you still like you're not even starting out, but you've been doing it for a while and you're talking to everybody, buyers, sellers, investors, anyone that will hire me. Let's do it. I'm talking to you. That's not the way to do it. If you're, if you're trying to speak to everyone, you will speak to no one. No one will hear you. So you have to be very specific. Most agents are posting like you're, you know, broadcasting to the whole damn city. You're. That's not the goal, okay? Because when you talk to everyone, it feels like nobody's, feels like nobody's listening because no one is. Nobody hears your stuff. It's too diluted. It's too all over the place. It's not focused on any one demographic or any one type of person. So here's the deal. I'm going to give you a formula to define your ideal audience. Because like I said, you have to start with who, not what. The first thing you do is define your ideal audience. Step one, define your ideal audience. Without it, everything else is going to fall short because you're throwing spaghetti at the wall to see what sticks and nothing's going to stick. You, you want to have a target to focus on, and we need to define what that target looks like. So who is your ideal audience? Who do you want to work with? And here's, here's the formula to figure out your ideal audience, to define your ideal audience. So there's five questions that you need to answer. Okay, so question number one. Who are you trying to attract? What type of client do you want to attract? Young couples buying their first home in this part of town on the east side or in Pepperwood or in Holiday or, you know, the south side or whatever. Right. So young couples buying their first home, military families relocating to the area, investors who want short term rentals under 600 grand. Define exactly who it is you're trying to reach. Okay, so that's question number one. Who are you trying to attract? Number two, what are they struggling with? Maybe they're overwhelmed by the process. They think they can't afford to buy. They think renting is their only option because the monthly payment's too high, the cost is too high, everything's too high. There's maybe their emotional or practical pain. Point is, they're sick of wasting rent money. So, you know, you could educate people on, hey, if you're just paying rent into perpetuity, you're paying someone else's mortgage like you're building someone else's equity. So there's a lot you can do with that type of content. So the second question is, what are they struggling with? Once you define who it is you're speaking to, you can then Define what they're struggling with because you know who they are. Number three, what do they want most right now? So you've already defined your audience. You know what they're struggling with. What do they want, right? What are the outcomes that they want? A home, for example, a home with more space for their growing family, or a monthly payment that fits their current budget, or an easy move. Maybe they want to upgrade the neighborhood they live in. Maybe they need a. To upgrade their friend group. Maybe they want to be closer to a relative. Maybe they want their kids in a certain school district or close to certain parks or whatever. Like, you need to know what their reasons are, what, what kind of outcomes they're looking for, okay? Not just what their budget is. Question number four, where are they spending time online? Are they on Instagram, TikTok, Facebook groups? YouTube, Snapchat? Are they, Are they, you know, do they spend all day on Reddit? I don't know. But you have to know who the hell they are and where they spend most time. So if you understand who they are, then you know where they are too, and then you can focus your time and your efforts on that. So question number four is, where are they spending their time online? And then question number five, what language do they use? Like what? Like how do they talk? If it's an investor, they probably say property instead of home or house. If it's someone looking for their first family home, they're probably, they probably call it a home or a house, not a property. So if you say property all the time, it's just not going to connect with them. So, you know, understand, understand the lingo. And by the way, try not to talk over people dumb stuff down as much as you possibly can. Don't assume that they understand certain acronyms. Don't. Don't just spit out FHA and conventional. Like they know what the that means, because they probably don't. They may think they do, but if you've worked with clients for long enough, you realize they probably don't know as much as they. As they say that they do. So understand what language they use. So those five questions, who are you trying to attract? What are they struggling with? What outcomes do they want right now? Where are they spending their time online? And what language do they use? Like how do they speak? What. What do you have to say in order to be one of them? To resonate with them, right, to speak to them and not over them or around them. So here's a little cheat code to make this whole process of identifying your Ideal audience a little bit easier. If you could clone your absolute favorite client ever, who would that be? What do they look like? Like, imagine them in your head. If you could clone your favorite client ever, what were they going through when they first found you? What was. What were they going through in their life when they first found you? And what did they want more than anything? What was their goal? What are, what was the outcomes that they wanted? So it could be so easy if you just think about your. Your favorite client ever, what were they going through when they found you? And what do they want more than anything? And use that client as the model for all of your content. Okay, so if I were starting over from scratch in, right now, in 2025, I wouldn't start by worrying about hashtags. I wouldn't worry about fancy camera gear or having a videographer or even at this point, what type of videos to make until I could define that one person that I was trying to reach that ideal client. That is step one, the type of content you do, Matt. Like that depends on who you're trying to reach. And once you're clear on who they are, the rest becomes much easier. Still a lot of work still takes a lot of consistency and effort for sure, but it becomes much easier because then if you know exactly who you're trying to reach, you can for them, every single time you create content, you know who they are and you can speak to them and create for them. Instead of trying to speak to everyone and appeal to everyone, hopefully you're starting to see the power of identifying your ideal client. If and picturing a specific person in your head, that's how you know you've done it. Right? Let's. Let's go on to step two of this. So first, if you're starting over on social or just starting to do it right, who the hell are you trying to reach? Who is your ideal audience? Then what do you create for them? What type of content do you need to do? So I ran this through chat GPT and I'm like, you know, it helped me come up with like a formula to help agents figure out what to post for their ideal audience, right? And it came up with the pass formula. Pass. Okay, Problem, aspiration, shift and showcase. Now that on when I first read that, I'm like, that means nothing to me. Like, whatever. It's just a bunch of big words. So let me break it down so that it does mean something because I think this is actually really good. So P in the PA SS the problem. So you know who then what's the problem? Identify a real specific relatable problem that your audience, that your ideal client is facing right now. What problems are they facing right now? You see how you can't do that unless you know who they are. So please take the time to figure out they. And then we can figure out what their problems are. For example, they want to buy, but the rates are too high, meaning the monthly payment's too high, it's too expensive, they can't get the house they want because of the damn rates. Or they're scared to sell and not find another house. You should be able to overcome that and teach them and tell stories of how you've helped clients buy and sell simultaneously and how you problem solve and help them feel better about that. And what plan B is, what plan C is, what the worst case scenario is. I mean, go through all that. Don't hide shit from people. Like, let them know, hey, yeah, there's a chance. If you can't find the house that you're looking for and you've sold yours, you may need to spend some time in a short term rental. I did that for three months with my family a few years ago when we were buying the house that I'm in now. Not ideal. Also not the end of the world because we got the home in the neighborhood that we wanted. So another example of a problem is they have just have no idea how to start the process. They want to do a thing, but they don't know where to start. Hmm. So you know who they are and you identify their problem. So that's P. A in the pass formula. A is aspiration. What do they want most right now? What do they want most? A home with space for a growing family, A monthly payment that doesn't crush their, their lifestyle and their budget. Maybe they just want stability after years of renting and they can finally like put down roots and say, this is my home, this is where I live. Without moving every two or three years or every year even. So here's a, here's a post idea. Here's what a 20, 20, $200 a month mortgage payment actually gets you in Pepperwood, in Sandy, in Holiday, in Cottonwood Heights. Another one is five signs that you're finally ready to stop renting and own a home. And you go over the pros and the cons of each, perhaps. So that's P and A. So there's we have problem, we have aspiration. S Shift their belief. S is shift. This is where you break myths. You challenge false beliefs. Challenge misconceptions, educate them and, and know. Help them understand that something they believe may not actually be accurate and it may be hurting them. So give them a new way to think about something. For example, a big one that we've done a piss poor job of. Obviously, because people are still doing this. They're waiting way too long. They think they need to save 20% down to buy a house because they don't know that they don't need 20%. You've got to teach them and you need to do that. So instead of saying let me tell you about that FHA loan and it's three and a half percent, you say no, here's how you buy a million dollar house for 35 grand and the way you do that is with a 3 1/2% down FHA loan. So you've got to learn how to hook people better and teach them you don't need 20% down to buy a house. Or another example to shift their belief. Zillow is not the best tool. Zillow is not the best way to value your home. Zillow is not accurate because it's never freaking seen the inside of your house. It like how is it supposed to value yours versus the condition of another one? It's approximately approximate is no good. It's not helpful. Another example of shifting their belief. Help them understand they're not behind. They're not, they're not behind, they're not failing. They just haven't been shown the process yet. And when you finally bring some hope and clarity to people, that can go a long way and you know how that is when, when you thought something was a certain way or you just had this big unknown and it was this huge stressful weight but once the unknown became known and you got some clarity, that weight just melts off. Imagine you being the one who does that. For clients or viewers on social at scale that will absolutely lead to business. Here's some post ideas for shifting your belief. Shifting their belief. Three real estate lies that are keeping you stuck in 2025. I mean and those three lies could be, I mean it, you don't need 20% down or whatever. If you believe this, you're accidentally blocking yourself from home ownership. Oh, what's this belief? I, I hope I'm not blocking myself from homeownership. What's that? So there's some post ideas and some hooks. The the second S in the pass formula is showcase. So showcase the path forward with you. Okay, so now that you've hit their pain points You've built trust, you've shifted their beliefs. Now you just have to show them there's a path forward and that you are the guide for the path. So tell client stories, give them offers, give them free guides. Like create stuff for them that's going to help get them closer. That makes things easier. So you could record a video series where you teach them, you know, here's what it's going to be like when you say, I'm going to buy a house. And you teach them how, you know, you get the lender involved so they can figure out their budget. Then you start looking, you know, when you make offers and what that looks like, you document the whole process. So then the unknown goes away and they're like, oh, I understand this, that's not nearly as intimidating. Let me do that. When, if you can just use your social to show people that it's not as complicated as they may think and that you've got them for all the stuff that is complicated that they don't even have to worry about, you're going to get a lot of business from that if you can do it effectively. So to, to showcase their path forward client stories, examples of other people who have done what they are trying to do or that they want to do, tell stories, give examples of it already being done in the past, because then it becomes much more real for them that they can do it as well and that they can do it through you because you've done it with others. Does that make sense? So pass is problematic. Aspiration shift and showcase. There you go. That's chat GPT's formula for identifying what to post. I think that's pretty solid, actually. And some post ideas for Showcase. My client, Jason, had no clue how to buy with rates this high, but here's how we got him a house and kept his payment affordable. Or DM me the word start and I'll walk you through the exact first steps. Or I created this guide to walk you through the first 10 steps of buying a house. Just DM me the word start and I'll send it to you. And then you use ManyChat. If you heard last week you're already using the ManyChat free trial. If you're not, go to massiveagentsociety.com manychat that's one word. M A N y chat and you get a free month of ManyChat Pro. By the way, you don't need the pro version to use ManyChat to automate your DMs to send links to promote content, you don't need it. It just makes things a lot more, a lot easier. And then you can automate email capture. If you want to build an email list with emails, you should have the Pro account for that. MassiveAgentsociety.com ManyChat Let me give you some bonus content ideas here that you could that you can create some stories that you can tell on social that will help you to appeal to and help your ideal client. So for example, if I could go back in time, I tell my first time home buyer client this or here's the mistake I made when I first became an agent and you can explain how some things you thought were the case are no longer that helps them because they're like, oh, this is a knowledgeable, experienced person who's already made some mistakes and learned from them. This one minute tip saved my clients save my seller clients $14,000. Here's why your home search feels frustrating and how to fix it. These are all ideas that you should steal and use and just relate them to the problems that your ideal client is facing. So you now have the blueprint. This is it. Now it just becomes doing the work, practicing putting out content, learning from it, doing stuff. You're going to put out stuff that sucks. I put out stuff that sucks. Today I have a full time videographer. I post, you know, twice a day, have been for a while now. I feel like I do a pretty damn good job on social and I still do stuff that I look back on and I'm like, oh, that kind of sucked or oh, you know what, that hook was terrible. I need to redo it this way next time or and you learn from it. It's like anything. You learn from your mistakes and you get better. So you have the formula now. Identify who your ideal client is and then create for them once you know what their problem is and what they're struggling with and what they want to accomplish. It's not more complicated than this. So stop making it more complicated. When you have this, this foundation dialed, what you should post becomes so much easier. It becomes so much more clear because you know exactly who it's for. So get to work, record some stuff. If you need help, if you need some scripts, if you need some market guidance, you should be using Keeping Current Matters. I mean, be the advisor that your clients trust with Keeping Current Matters. KCM gives you easy to understand market insights, ready to share graphics, free video scripts to keep you looking like a pro. Try it for free over at try kcm.comBAM and then BAMX massive agents society.comBAM go there. It takes you to the the BAM X platform on school, the school community. Click play on the video and just check out visually what's in there. That, that's all I ask you to do. Imagine having the copy for every email, every marketing email, scripts and hooks for every social media post all delivered to your inbox every single week. Just took all the guesswork out of it. All the stuff that, that I'm teaching you. What if that was just delivered to your inbox? Level up your content and your business with BAM X Hyperlocal data driven social media templates delivered every single week. Like I said, video scripts, blogs, email content. They have courses, they have masterminds, they have a network of ambitious agents to collaborate with. Join today over@massiveagentsociety.com Bam X sorry, not slash Bam Bam X massiveagentsociety.com Bam X when you go there, just click play on the video to see what's included with bamex and you can see why they have thousands of members already and growing. It's one of the most valuable real estate communities I've seen and I just can't recommend it enough. So go check it out. Massive agentsociety.com Bam X thank you so much for listening. If you found this valuable, if you found this helpful, share it with another agent. Share it with your broker, your team leader, some other agent, friends you have. Put it on social, put it in your story. Tag me. Don't gatekeep from other agents. Helping other agents to get ahead is not going to, it's not going to cause you from getting ahead. It's actually going to help. That's, that's called being abundant and not a scarce. Thank you for listening. I'll see you guys next week. Take care.