Massive Agent Podcast Episode Summary
Title: The 2-Step Social Strategy That Attracts Clients
Host: Dustin Brohm
Release Date: July 17, 2025
Episode Number: 395
Introduction
In Episode 395 of the Massive Agent Podcast, renowned real estate expert Dustin Brohm delves into a transformative approach for real estate agents striving to enhance their social media presence and client acquisition. This episode unveils a two-step social selling system designed to help agents attract a steady stream of clients, grow their audience, and build a robust personal brand.
Overview of the Two-Step Social Selling System
Dustin emphasizes that many real estate agents falter in their social media strategies by treating all content as if it serves a single purpose. He introduces a two-step system that leverages distinct tools and approaches for maximum effectiveness.
Step One: Attracting New Clients with Short-Form Vertical Video
Objective: Reach new audiences and increase discoverability.
Tool: Short-form vertical videos (e.g., Instagram Reels, TikToks, YouTube Shorts).
Key Points:
- Consistency Across Platforms: Short-form vertical videos can be uniformly posted across various platforms without the need for reformatting, simplifying content distribution.
- Content Focus: Content should be educational, entertaining, or informative, tailored to the agent's ideal client profile (e.g., luxury sellers, first-time buyers).
- Algorithm Advantage: Platforms like TikTok and Instagram are designed to promote these videos to both followers and non-followers, enhancing visibility.
Notable Quote:
"The tool that we use for step number one, which is reaching new people, is short form vertical video reels... super simple."
— [05:45] Dustin Brohm
Step Two: Building Personal Connections with Stories
Objective: Foster deeper relationships with followers to build trust and credibility.
Tool: Stories (e.g., Instagram Stories, Facebook Stories).
Key Points:
- Personal Content: Share behind-the-scenes moments, personal anecdotes, hobbies, and interests to humanize the agent and create relatable connections.
- Engagement Techniques: Utilize polls, questions, and interactive content to engage followers and encourage interaction.
- Audience Segmentation: Stories are primarily viewed by existing followers, making it the perfect medium for nurturing relationships rather than attracting new clients.
Example Shared:
Dustin recounts a story shared by his friend Chelsea Pites who increased engagement by asking her audience to choose between different types of Kleenex boxes at Costco, illustrating how simple, relatable content can foster connections.
— [20:30] Dustin Brohm
Notable Quote:
"Posts in the feed reels that I create are for non-followers. People who don't know who I am yet... Story content is for followers, to show who you are as a person."
— [15:50] Dustin Brohm
Common Mistakes by Agents
- Misusing Content Formats: Agents often post personal content in their reels or professional content in their stories, diluting the effectiveness of both strategies.
- Overemphasis on Direct Selling: Attempting to secure clients directly through posts without first building a rapport can lead to lower engagement and fewer conversions.
- Lack of Clarity in Target Audience: Failing to define and consistently target an ideal client profile results in scattered and less impactful content.
Best Practices for Implementing the Two-Step Strategy
- Define Your Ideal Client: Clearly identify the demographics, preferences, and needs of the clients you wish to attract.
- Create Consistent and Valuable Content: Ensure that your short-form videos provide value, whether through education, entertainment, or local insights, tailored to your target audience.
- Engage Authentically in Stories: Share genuine snippets of your life and interests to build a personal connection with your followers.
- Optimize Content Placement: Use posts for reaching new audiences and stories for nurturing existing relationships, maintaining a clear distinction between the two.
- Monitor and Adjust: Stay attuned to engagement metrics to refine your content strategy and ensure alignment with your business goals.
Notable Insights and Tips
- Leverage Platform Algorithms: Understanding how different platforms promote short-form content can significantly boost your reach and visibility.
- Balance Professional and Personal Content: Striking the right balance ensures you attract clients while also building trust and relatability.
- Use Strong Hooks in Videos: Captivate your audience from the outset to maintain their attention and encourage deeper engagement with your content.
Notable Quote:
"Post something valuable to them... Then they start to see your stories and they can get to know you as a person. And that's when the magic happens."
— [25:15] Dustin Brohm
Conclusion and Final Thoughts
Dustin Brohm concludes the episode by reiterating the simplicity and effectiveness of the two-step social selling system. By distinguishing between content aimed at attracting new clients and content designed to build personal connections, real estate agents can optimize their social media efforts to generate more leads, establish themselves as local experts, and ultimately drive business growth.
Call to Action:
Listeners are encouraged to implement the two-step strategy, share their experiences, and engage with Dustin via social media to refine their approaches further.
By adopting Dustin Brohm's structured approach to social media, real estate professionals can transform their online presence, making their businesses more scalable, efficient, and aligned with their ideal lifestyles.