Massive Agent Podcast, Episode 403

Title: Exactly How I’d Start Over on Social Media in 2025
Host: Dustin Brohm
Date: September 11, 2025

Episode Overview

In this highly tactical episode, Dustin Brohm delivers a step-by-step blueprint on how he would launch and grow a social media presence if starting from zero in 2025. He shares hard-learned lessons from years of trial and error and provides a practical, simplified framework agents can implement immediately—whether they’re new to the business or just ready for a fresh, more focused approach online. The episode is concise, actionable, and aimed directly at real estate professionals hungry to get results from social without getting overwhelmed by complexity.

Key Discussion Points & Insights

1. Building the Right Social Media Foundation

• Start With “Who,” Not “What” (03:05)
  • Most agents cast too wide a net, resulting in diluted messaging that resonates with no one.
  • Dustin emphasizes hyper-targeting: “If you’re trying to speak to everyone, you will speak to no one.” (04:02)
  • The essential starting point is knowing your ideal audience before thinking about content, technology, or platforms.

The Five Questions to Define Your Ideal Audience

• (07:41)

  1. Who are you trying to attract?
     “Young couples buying their first home in this part of town...military families relocating...investors who want short term rentals under 600 grand.”
  2. What are they struggling with?
     “They might think they can’t afford to buy. They think renting is their only option...”
  3. What do they want most right now?
     “A home with more space...a monthly payment that fits their budget...an easy move...”
  4. Where are they spending time online?
     Instagram, TikTok, Facebook Groups, YouTube, etc.
  5. What language do they use?
     “If it’s an investor, they probably say ‘property’ instead of ‘home’ or ‘house’...don’t just spit out FHA and conventional like they know what that means...” (12:39)

• Cheat Code: Picture your favorite past client as your model for content.
  “If you could clone your absolute favorite client ever, who would that be? ... Use that client as the model for all your content.” (15:25)

2. The PASS Framework for Crafting Content

• (17:48) Dustin introduces the “PASS” formula (from ChatGPT) to systematize what to post:
  • P – Problem
    Identify a specific problem your ideal client is facing.
  • A – Aspiration
    Highlight what your client aspires to (e.g., homeownership, stability).
  • S – Shift
    Challenge a false belief or bust a myth (“You don’t need 20% down to buy a house...”).
  • S – Showcase
    Show the path forward with you as the guide (client stories, offers, free guides).

Examples and Templates:

• Problem: “They want to buy, but the rates are too high...or they’re scared to sell and not find another house.” (19:29)
• Aspiration: “A home with space for a growing family...finally put down roots.”
  Post idea: “Here’s what a $2,200/month mortgage payment actually gets you in [Neighborhood].” (21:21)
• Shift: “People still think they need to save 20% down...you’ve got to teach them.”
  • “Here’s how you buy a million dollar house for $35K down.” (23:13)
  • “Zillow isn’t the best way to value your home.” (24:29)
• Showcase: “Tell client stories, give free guides, make the process less intimidating.”
  • “My client, Jason, had no clue how to buy with rates this high, but here’s how we kept his payment affordable.” (26:49)
  • “DM me the word ‘start’ and I’ll walk you through the first steps.” (27:35)

3. Bonus Content Ideas

(28:30)

• “If I could go back in time, I’d tell my first time homebuyer client this...”
• “Here’s the mistake I made when I first became an agent.”
• “This one-minute tip saved my seller clients $14,000.”
• “Here’s why your home search feels frustrating and how to fix it.”

4. Mindset and Progress

• Dustin normalizes posting flop content (“You’re going to put out stuff that sucks. I put out stuff that sucks.”) (30:11)
• Focus on practice, learning, and iteration—“You learn from your mistakes and you get better.”

Notable Quotes

• On specificity of audience:
  “If you’re trying to speak to everyone, you’ll speak to no one. No one will hear you.” — Dustin Brohm (04:02)

• On choosing clarity over complexity:
  “Try not to talk over people. Dumb stuff down as much as you possibly can.” (13:28)

• On busting industry myths:
  “We’ve done a piss poor job of—obviously, because people are still doing this—they think they need 20% down to buy a house.” (23:13)

• On overcoming fears as a content creator:
  “You’re going to put out stuff that sucks...I still do stuff that I look back on and I’m like, ‘Oh, that kind of sucked.’” (30:11)

• On the essential focus for agents:
  “Identify who your ideal client is, and then create for them...Once you know what their problem is and what they want to accomplish, it’s not more complicated than this.” (31:16)

Timestamps for Key Segments

• 03:05 — The importance of defining your audience (“Start with who, not what”)
• 07:41 — Five foundational questions to define your ideal audience
• 17:48 — The PASS Framework (Problem, Aspiration, Shift, Showcase)
• 19:29 to 27:35 — Deep dive into each PASS component with post ideas and examples
• 28:30 — Bonus content ideas for agents
• 30:11 — The reality of learning and iterating as a content creator
• 31:16 — Summing it up: the simplicity and power of clarity in audience and messaging

Conclusion & Takeaways

Dustin brings the episode full circle by underscoring the necessity of audience clarity and tailored content as the only real “secret” to high-performing real estate social media. He encourages handlers to focus less on trends, tools, or perfection, and more on targeted value. The blueprint:

• Start by laser-defining your ideal audience.
• Use the PASS formula to structure all your content.
• Accept that imperfection and adaptation are part of the process.

“You now have the blueprint. This is it. Now it just becomes doing the work, practicing, putting out content, learning from it...” (30:50)

This episode is a tactical, straight-talking roadmap for any real estate professional looking to reinvent or ignite their social results in 2025 and beyond.