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Before we jump in today, if you're an agent who doesn't have full control over how many new clients you get every month, I'm hosting a free 30 minute masterclass that you're going to want to attend. I break down the new way that top agents are attracting five, six, even seven deals every single month for free, without relying on Zillow, without buying Google leads, without referrals or anyone else giving them business. This masterclass is completely free. All you have to do right now to register is go over to clientsfromsocial.com and reserve your spot. That's clients from social.com. on this episode, I'm breaking down in detail the two biggest mistakes that I see agents making on social media and what to do instead. Let's go the Massive Agent podcast with 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. Oh, have I got your attention now? Here's your host, Dustin Broome. What is up, guys? Welcome to episode 429 of the Massive Agent podcast. I am your host, Dustin Brome here in Salt Lake City, Utah. Today we're talking social media content and how to make it better so you can get more views, so you can get more shares, so you can build a following. And, and of course the end goal, to get more freaking clients, to get more business. Because just having a big follower count is great, it feels nice. But I think what you really need, I think you'd agree with me, is some freaking closings, some actual clients. So that's what we're going to talk about today, but it starts with better content. I'm speaking on a panel later today and one of the questions that I'm going to be asked is what are the two biggest mistakes that agents are making on social? And so I was thinking about this and I'm looking at other agents content, the agents who are in the Massive Agent Society coaching group and the stuff that I help them through on a weekly basis. Like what is, what are the biggest issues that I see? It's not, it's not bad topics. It's not like it's not educational enough. It comes down to two main things. Number one, the, the, the first of the two biggest mistakes agents make on social, you're only focused on education. If it's only educational, but it's not interesting or entertaining, you're missing the mark. The bar has gotten so much higher on social over the last couple years. You have to be interesting and entertaining. It has to have personality. It used to be enough to where if it was just educational, it could do well. The post could reach a bunch of people and it could do well, but that's not enough anymore. There's a ton of great educational content, but in order for it to grab somebody's attention and to keep them watching, emphasis on keeping them watching, it has to be fricking interesting. There needs to be some personality infused into it. There needs to be. You've got to be entertaining to a certain extent. Now, I'm not saying that you have to dance or do goofy skits if that's not your style, but it has to be entertaining. So you've got to figure out a way within your personality, within your comfort zone or slightly outside of it, of how to make it entertaining. It's called edutainment. If it's just educational, I'm sorry, it's boring. You've got to figure out how to make the educational stuff interesting and exciting and entertaining with personality. And your content will do better. When I look at what agent's content, they're like, well, I nailed the hook. It was a great hook, but why is nobody watching my stuff? You nailed the hook, but then you didn't continue to deliver because they got bored. A great hook is the like, that's number two. The beginning of the content is everything. The beginning of the content matters. And you have to obsess over the way it starts, both how it looks and what you say. What people see and what they hear matters dramatically. So what's behind you? Like, are you, are you sitting in your office with a white wall behind you? Like, my backdrop right here in my studio is, is not that great, but at least there's something to make it not quite so boring. This is still boring. But if you just have like a white wall behind you or you're like, go sit in your car or go stand outside with a green tree behind you or like a view of the mountains or something so that what, what people visually see is somewhat attention grabbing and interesting. Vibrant colors are fantastic. If it's colorful, like we're all guys, the littlest things matter here. So in your content, if it's visually appealing and entertaining, it's gonna do well or at least better because you're grabbing someone's attention in the beginning. Okay, so the first biggest mistake I see is you're only focused on education and it's not Interesting. It's not entertaining. It doesn't have personality. And number two is the beginning sucks. So how do you fix these things? Okay, so first, this takes practice. Okay, I'm gonna get into how do you. When you're obsessing over the beginning, how do you make the hook better? I'll give you some specific examples and a specific framework to do that. But first, let's really focus on how to make it interesting and entertaining, because that's where I think a lot of agents struggle, because we overthink it. You think that because you saw someone else do this dancing thing or this big elaborate skit or. Or, you know, they went up to somebody on the street and there's this big production, you think that that's what you have to do too. Now you can do that stuff, but sometimes you don't have as much time or that's just not your style or whatever. Totally fine. What is your style? What about you? Do people find fun? What do your friends like about you? Like, are you. Are you sarcastic? Do you have jokes? Do you say things in a funny way? Do you say things in a energetic way? Like, what is it that you can do that is interesting to others and fun and entertaining to others? Figure that out at a minimum, because it's very easy to start overthinking this shit. At a minimum. I want you to think about just being yourself and maybe, maybe be yourself plus 20%. Like, add a little bit of energy, add a little bit of extra passion. Add a little bit of voice inflection when you're talking. Because on camera, that comes across as energy and passion and excitement, and that could be what you're missing. I see so many agents that do great content. As far as the subject matter, it's helpful, but people aren't ever getting to the helpful part, or they're not sticking through because it just bores them and they scroll to the next one. Remember where people are finding this content now? If it. If you're doing a YouTube video and people are searching for it, great. That's. That's one thing. Or if it's an ad that's popping up into their feed, that's great. But social media content served organically is stuff that is interrupting people. It is popping into their feed. And what do they want while they're there? On social, they're probably not there to do research. If they were doing research, they'd be on AI. They'd be using. They'd be using Claude or chat GPT or something. Or they'd be on YouTube. So if they're on social, they're looking for entertainment. They're looking for interesting stuff that makes them laugh or that, you know, breaks up the monotony of the day. They're on their lunch break, and they're just, you know, wasting time trying to be entertained. That's what they're looking for. That's why it's so important that you can deliver that if you want to grab their attention. So that could be humor, it could be jokes. It could be making fun of. There's this one stupid video that I did years ago that did so well, because you don't have to think too hard about it. There's a. There's this intersection, 45th south and Highland Drive in Holiday, Utah, that always had this giant fricking pothole in the middle. Always had a pothole. And anyone that lives in the area knew to avoid the left lane when you're going. When you're going west on that street. And if you're going north, avoid the left lane as well, because you just get wrecked by this. By this damn pothole. So one day I decided to just go take a photo of the pothole, and then I put, like, googly eyes on it and a little smiley face and then devil horns. I think I even might have done, like, the slanted eyebrow thing. So it looked evil, right? And I just. I took up the pothole and made it look like this evil little creature thing. And the post was something like. Like guess, guess the intersection or something. I don't even remember. Like, you could make fifty or a hundred different captions with that. But because I posted it to a relevant audience of other people who were in the area, they knew exactly where it was. They didn't have to think too hard about it, and they shared it with their friends. They tagged their friends in it. And I got a bunch of new followers seeing all my other stuff because of that one stupid post, because I knew who my audience was, and I created something entertaining that they already knew about. So is there something like that happening? Is there construction? Here's another thing that I did that was kind of funny. Just poking. Poking fun of Utah shit. I was stuck at a red light. I was using Snapchat at the time. And I just took a photo of the con of the orange construction barrel that was off to my right. Because the joke is in Utah. Well, there's a couple jokes. The joke is there's two seasons. There's winter and road construction. The other joke is that the orange construction barrel is the Utah state tree. So I took a photo of the stupid thing. It's just the construction barrel. And I put in the little Snapchat bar thing with the caption I put Utah state tree. I put that on all my social channels. I put it. And it got shared like crazy. It got. People tagged their friends like crazy. It went absolutely nuts. Again, they didn't have to think too hard about it. It was funny, it was light hearted, it had some personality to it. They instantly got it. And that's the power of it. So we're overthinking these big elaborate, like we've got to give this big talk, this big lesson. And sure, there's certainly value of doing that on social, of course, but sometimes it's the, it's the easy things that take 20 seconds to do that just show some personality and that you're having fun, that you're not taking shit too seriously. And as long as it's relevant to the audience and they'll get it and they'll understand, could outperform any educational piece of content you could do. But what it does is if you do some stupid little thing like that, it gets a bunch of people now looking at your other content and some of them will want it and then they'll go deeper and watch your stuff. Some of them will follow you, some will download your lead magnet, some will go to your website, some might DM you that they have questions about, you know, should they buy this year or not. But it starts with personality. So I'm a smart ass, I like jokes, I'm sarcastic and I learned to lean into that. If you follow me on Instagram, if you follow me on, on TikTok or YouTube, you know this. I've learned to lean into that. I figured it out. Does everything perform well? No, not even close. But because there's personality in it, people enjoy it for the most part when it comes into their feed and so it performs better. So how can you do that with your content? Be yourself, lean into it, don't overthink. Okay, let's get into the second biggest mistake, which is the start of the content sucks. What people see and what they hear in the first one to three seconds is everything. Because you could nail the delivery of the content later, but if it doesn't grab their attention, they're scrolling too fast. So here's a, here's a quick framework that you can use to do better beginnings to start out your content better. Okay, so here's a three step hook formula. Step one, a powerful Opinion or a bold statement. Make a powerful opinion or a bold statement, a specific claim. Don't introduce yourself. No, hey guys, don't tell people what the topic of the video is. The worst thing you can do is say, today I'm going to tell you about FHA loans. Today I want to talk to you about this new development that's going in over in Scottsdale. No, no, because what if they don't care about that? So if you want to talk about FHA loans, say, have a nice house behind you, a million dollar home, say, I can get you in this house for 35k. And they're like, what? How are you going to get me in that house for 35k? And then you go on to explain that with a 3 1/2% down payment, with an FHA loan that's 35k out of pocket, you can get them into that million dollar house behind you. So visually you're grabbing their attention. You make a bold statement. They're wondering, first off, they're thinking, bullshit, how do I get into that amazing million dollar home for 35k? You go on to explain how 35k out of pocket buys them that house. That's a great way to start, to start the content visually and with what you're saying. Okay, so that's a powerful opinion. Now, if it's not real estate related, maybe you're doing content about your local market. It's something simple like, you know, everyone thinks Red Iguana is the best. Everyone thinks Red Iguana is the best Mexican restaurant. But there's a new restaurant moving into Riverton that might take its crown. So they're like, ooh, a new, better than Red Iguana. And if you're in Utah, there's kind of a joke that Red Iguana is what everyone thinks is the best Mexican. I think it's pretty good. But now they're curious. They're like, wait, you're telling me Red Iguana is not the best Mexican? Which everyone says it is. So already there's like some, some controversy. You know, you're making a polarizing statement and there's a new restaurant coming that's going to take its cr. What is this restaurant? And now they're curious. That's called a curiosity gap. You've created a curiosity gap where they can't help but keep watching for the payoff. They want to find out what that restaurant is. Before you deliver the payoff, you can give some more information about how you've been selling homes in the area for 10 years and you've never seen so much excitement about, about a new restaurant. You never see more excitement over any restaurant than this, which builds the curiosity, keeps them watching, you know, ties them in. So that, and that's the context sentence. You know, I've been selling homes in this area for 10 years and I've never seen so much excitement over a restaurant. Right. As a context sentence, it, it kind of builds your credibility and gives them a reason to listen to you. They're like, oh, this person knows what they're talking about. They've been selling homes in the area for 10 years. So it's, it's like a credibility statement, a social proof statement who you are and it gives you credibility. And then step three is you raise the stakes. You make the viewer self identify and feel the cost of leaving, meaning they want to stick around for the payoff. They're like, I have to know. There's all this excitement. It's going to be better than red iguana, what is it? And they know that the feeling, the cost of leaving is they won't know what that restaurant is and they want to know. So you're letting them know in that, raising the stakes. What happens if they stay? You're going to tell them what the restaurant is and they could be excited about it too and withhold the answer for as long as you can. That keeps people you know, don't, don't with withhold the answer for too long. Don't be ridiculous about it. It doesn't need to be a three minute long video, but just say a bunch of things that keeps getting them excited and ties them in and then deliver it and then give some context about the new restaurant and when it's supposed to come and what they're going to have there and are there other locations out there and blah blah, blah. Right? Deliver all the stuff and show visuals. Show. So take stuff from Google images and put it on your video. If there's only conceptual images or you have to create one in Gemini with Nano Banana of what that restaurant may look like in that spot, do that. They need to have visuals. You can't just tell them. So with local content. Visuals, Visuals. Visuals. Show people. Show them. Even if it's like a screenshot of Google Image, sorry, Google Google Maps showing like the spot on the map of where that restaurant's going to be. Or zoom all the way into Google Street View and screen record looking around Google Street View and put that video into your video. So there's always a way to have visuals to support what you're talking about. So that hook formula, a powerful opinion or a bold statement, a context sentence which kind of tells them why they should listen to you and then raise the stakes, you give them a little bit more, that just increases that curiosity. So they're not going anywhere. They want to stay around to the end to hear the payoff. If it's the real estate example about getting into the house, the million dollar home for 35k, you, you can wait until you talk about the three and a half percent down. And the FHA loan is the tool that gets them there. You can continue to build on it so that they're. Even if they have no interest in real estate, they're like, damn, I need to stick around and find out. So those are the two biggest mistakes I see agents making. Speaking of which, I'm about to go jump on that panel right now at a, at the Salt Lake Further Together event where we're going to be talking about exactly that. If you obsess over the beginning of your content and make it look attention grabbing and say attention grabbing things, build on the curiosity and then make sure. I gotta go to my notes. I'm completely drawing a blank here. And make sure that you add personality and entertainment into the education. Make it fun, make it interesting, be a smart ass. And by the way, the examples I just gave you, if you like those, go do those. Like absolutely go do those. I want you to like, I don't own those ideas. I, I was probably inspired to do those videos or, or those pieces of content from somebody else anyways. So steal like an artist. Just go, go borrow my ideas. Put your own little spin on it. Go post it as well. Every single one of those you may, you may do and use yourself. I don't care. I'd be upset if you didn't fix the beginning of your content. Make it interesting. If you can do those two things and it takes practice, by the way. It's not like this afternoon you're going to fix it. Your next piece of content is going to be better because you're going to be thoughtful about these things. Then the next one after that's going to be a little bit better and so on. But it takes time, it takes practice. So give yourself some grace and understand it's a process. You're building a talent, you're building a skill. It's not just a like, oh, I magically know how to do all this. You just have to be thoughtful. And that's the magic. Be intentional about the way it starts and making it interesting and entertaining. Think about those things when you're creating content. Everything you do moving forward will get better. And it will just keep getting better over time. You want the magic? You want the secret bullet? You want the secrets of success and the hack? There you freaking go. Now you've got to go do something with it. Thanks for listening. I'll see you guys next week. It.