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Dustin Brome
Today I'm breaking down the two step system for selling on social media. As a real estate agent, most agents don't realize there are two different steps, that there are two different tools to be used. You think it's all the same thing. Well, when you use these two steps, these two tools the right way, it brings clients like crazy, it grows an audience and a brand like crazy. And if you're not getting results from social, it's because you're not doing what I'm about to break down right now. Let's go. 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 host, Dustin Brome. What is up, guys? Welcome to episode 395 of the Massive Agent PODC. I am your host, Dustin Brome here in Salt Lake City, Utah. Today, I'm going to break down the two different steps to the social selling system that most agents are not following, but those who are, are crushing it. They're getting a ton of business, they're growing their brand, they're building influence locally. All good things happen when you understand there's two different levers to pull on social. Right? There's two different steps, there's two different parts of it. And most people are treating social media like it's all one thing. It's not. I'm going to break down exactly when to use these tools and in what way and why they're different. And. But I'm going to tell you right now, this is not super complicated. If you're, if you're expecting some super complicated something where you're going to have to take all these notes, this is not it. Because this is actually, this is actually fairly simple. But you may just be overlooking the way certain things work. So I'm going to break it down and make it very, very simple for you. So simple that you're going to leave this episode today knowing exactly what changes to make and exactly what to do on a daily basis on social media to, to attract clients on a regular basis. Whenever I go do keynote talks for a mortgage company or a brokerage or at a conference or whatever. I. This is a common talk that I do and I'm going to break down the big takeaways from it today. And so as long as you, if you can walk away from this Episode today, just understanding the two different levers that, the two different tools that you have at your disposal on Social, I think you're going to be doing a lot better. But most agents I see do it backwards or they just, they, you only use lever number one and just pour everything into it. And that's the wrong way because lever number one and lever number two are used differently. I mean, they have two completely different uses. So let's break it down. All right, so first off, the two steps, number one is getting new people to follow you. Getting new people to discover you're reaching new people is step number one. Step number two is making them connect with you personally, creating a personal connection where they start to like you, they start to think you're credible, they trust you, they want to follow you. They are, they're now consuming multiple videos. They're diving down the rabbit hole of all of your content to, to learn more from you. But it starts with step number one. Okay? And I'm going to show you exactly which tool to use to accomplish step number one, which is to, to reach new people. And I'll tell you how to get them to connect with you personally. We all have used these tools before. These are you. So you've used this before. When I say that this isn't complicated, you are, you're already using these tools, just maybe not intentionally, maybe not in the right way. So the tool that we use for step number one, which is reaching new people is short form vertical video reels. In other words, short form vertical video. It. Now the reason that I say short form instead of reels, it's the same on all the platforms now. Facebook has reels, Instagram has Reels. TikTok, they're not called Reels, but they're just called TikToks. It's short form vertical video. YouTube, shorts, LinkedIn, X, like they all accept it. Snapchat, they all accept this short form vertical video. And which is super nice because you can create one video and post it in all the different platforms. You don't have to like do a horizontal one here and like, you don't have to change it up, record one video and post it on all the platforms that you're on. Super simple. Which makes our job easier because you are an agent, not hopefully you see yourself as a marketer who sells homes. I mean, just making that, just making that mental change, that, that mental shift is a, that was a big deal to me when I first started to consider myself a marketer who sells homes. I hope you do but nonetheless, it doesn't change the responsibilities each day, which is you have clients to serve, you have homes to sell, and the marketing just gets you clients to work with. So anything you can do to make to make it easier is great. And so social media makes it easy. One format short form vertical video posted everywhere. Now what you post on your short form vertical video matters. I see a lot of people mixing up what to put on their short form vertical videos. Like posting on the feed, like on, on Instagram, on TikTok, the stuff that you post on your grid. That's what I'm talking about. Short form vertical videos, posts. Step number two. So getting new people to connect with you. The tool you use for that is stories. So let me break this down. Stories and posts are different things because they're seen by different people in different ways. So important to understand this, I see agents posting reels that should be stories and I see people posting stories that should be reels and vice versa. And when that happens, when things are not put in the right place for the right people and it just if someone's, if they go to your stories because they already follow you. Oh, by the way, I know I'm getting ahead of myself here, but spoiler alert, stories are only seen by people who already know you. Posts are not. The beauty about short form vertical video is the algorithm set up in a way where yes, it shows it to your followers. It also shows your content to non followers on purpose. There's a lot of discoverability. TikTok has the for you page instead of Instagram has, you know, real suggestions. Facebook has real suggestions. YouTube with YouTube shorts has suggestions. So they're putting content in front of people who they think would be interested in it. That's a great way to reach new people, which is step number one. Right? So you're using the short form vertical video with these posts. You want them to be. Now remember, these are people who don't know you yet. Some do. But let you want to create it for people who don't know you yet. Just make it for strangers, okay? It makes it a lot easier when you just think, okay, posts in the feed reels that I create are for, are for non followers. People who don't know who I am yet. Which means that if you're posting a reel from your, your son's soccer game because you just want to show, hey, I'm at my son's soccer game, that's not meant in that place. That's meant as a story for the people who already know you and follow you. You're starting to see the differentiation here. It's a big deal putting content in the right place for the right people. So in your reels, on your grid, in your posts, you're going to focus on exactly who your ideal, ideal audience is. Who are the clients you want to attract? Are they luxury sellers? Are they VA buyers? Are they military members who are relocating to your area? Are they move up buyers? Maybe they're in a certain neighborhood, maybe it's a certain profession. Maybe you, you work with doctors or attorneys or people who work for Amazon because there's a huge Amazon workforce in your area or whatever. Picture it a specific person and then create content for them over and over and over. The content you create for them is going to be consistent in its topics, consistent in its focus. So this is where you put your real estate content. This is where you put your educational stuff. This is where you put your local, your local media company type stuff where you're highlighting and, and, and showing what's happening locally. If you listen to our episode a few weeks ago with Jesse V and the one prior with Josh Rogers, they just post what's happening locally and they're dominating locally and getting a ton of business locally just by being the local experts that are sharing what, what changes are happening within the community, what new developments are coming in, what changes are happening, what are the good places that you may not know about. So that content is meant for non followers. The real estate stuff where you're giving advice, you're teaching, you're educating on certain topics, you got to have great hooks. You've got to be able to start the video strong and then keep attention and deliver the message. That's what you put in your, in your posts. That type of content goes in your posts. This could be a whole other, this will be a whole other podcast where I dive deep on like how to do that, how to write great hooks, all that stuff. I have some podcasts, some episodes in the past, but I'll do another one here in the future along with a webinar at some point where I break this all down. So that's step one, the people who do not know you yet, right? So you're trying to reach new people and you use posts, you use posts in your feed, short form, vertical video, not personal stuff. Because remember, if you post personal stuff like behind the scenes family stuff or like, hey, I'm out at this restaurant and you know what? They don't know you yet. You're a stranger. What do they care I know that's harsh, but they don't know you enough to care about your family life yet or about your. Your hobby. So that stuff does. I'm not saying you shouldn't post it, but you should not post it as a real. Now step number two is get those people who now follow you. You got new people to come in through your content. They're following you now. Now they're followers, okay? Now they. Now they'll watch your stories. Stories are for followers, so you treat them as such. The stuff you put in your stories is meant for the people who already know who you are. That's where you show who you are as a person. Your family life, your interests, the vacation you went on over the weekend, what you're up to, some random thoughts, some memes that you think money, that types of. That stuff is meant for the people who already know you because it drives deeper connection. You got them in to follow you. You got them into your tent with your content by teaching them and educating them and maybe even entertaining them. Now they can get to know you personally. So step number two was to make those people who are now followers connect with you at a personal level. This is how you get them to want to hire you and want to work with you, is get them to like you. Get them to connect with you over some personal thing. My friend Chelsea Pites shares a story. I'll never forget this. I mean, she shared this years ago, but she was at Costco and she was trying to decide between, like, the. The square Kleenex boxes and like, the long. The long ones, right? Like the square ones and the rectangular ones. And she just did a poll, like, which one do you prefer? And she said it was one of her most engaging stories she's ever done. Does it have anything to do with what she does for a living? No, no, but it's relatable. It's memorable. And people connected with her over that stupid Kleenex box thing. They connected with her, which means they remembered her, they liked her, There was a connection. So then when she posts business stuff, they're more likely to be interested because, hey, I now connect with this person through the Kleenex box thing. Or a sports team that you like or you like golf, or a certain, you know, you went on vacation to the same place at the same time. Like, I don't know, like any. Literally anything that you share in your stories, somebody can connect with. And it could be the dumbest little thing. It could be, hey, I missed this song from the 90s. And it's like Informer by Snow or some. I don't know. That was very random, but you get the point. And somebody's like, oh, I remember that song. I was in fourth grade and I remember I was on the playground. Just by something so stupid being posted in your story, a connection happens. So that stuff belongs in your story, not your posts in your story. Do all the personal stuff. Do all the behind the scenes. Here's what I feel like talking about. Here's a random thought that belongs in your story for the people who already follow you and it drives deeper connections and that's what leads to hiring decisions. That's what leads to clients. If you're just trying to go right at people to get them to hire you instantly, it doesn't work so well. Sure it can work, but you want to get a ton of clients and build a huge brand and a ton of influence. Follow the two step process. Date first. Don't just go right for the marriage. Like throw some stuff out there that's educational. It's for the all with one client in mind. Post something valuable to them. Post something valuable. Post something valuable that could be entertaining, educational, whatever. Then they follow you because they're like, hey, this is good stuff. This is helpful. I want to know more. Then they start to see your stories and they can get to know you as a person. And that's when, that's when the magic happens. So pump the brakes a little bit. Don't expect that everything you post to everybody is going to lead to business. There's certain things that you can. It gets people to raise their hand. It can start some conversations. Absolutely. Absolutely. If you listened last week we talked about the three types of posts that bring sellers. So if you haven't heard that and you want to generate listings, go listen to Last week's episode. Episode 394. But just cool it a little bit with, with your expectations. Post valuable shit. People will follow you. The right people will follow you because they want more of it. Then you're going to give them more while at the same time in your stories letting them get to know you as a person. What are you interested in? What are the random thoughts you have? What are the random interests that you have? What are your hobbies? What's your family life like? Are you traveling? Are you whatever? That one, two punch there is magical. But most agents are just trying to do number one. You're trying to post and get people to hire you directly off that post. You've got to get people in the tent because they want more and then let them connect with you personally. If it, if social is not working well for you, you probably missing step number two and. Or you're posting things in the wrong place. You're posting the personal stuff in your reels and you're posting home tours or whatever in your stories. You got it backwards. I hope this is helpful, hope this demystifies and simplifies a little bit for someone because social is not rocket science. But you have to have an understanding of how things work, where they work, when do you pull certain levers and all of that. And I just broke it down for you. So if this was helpful, shoot me a DM on Instagram, let me know, let me know what tweaks you're making and just hell, just say, hey, I heard episode 395. Nice to meet you. I would love to know that you're listening. I appreciate that. Before we wrap it up, Keeping Current Matters. Be the advisor your clients trust with keeping Current Matters. KCM gives you easy to understand market insights, ready to share graphics and scripts that keep you looking like a pro. Try kcm for free over at try kcm.com bam and then imagine having the copy for every marketing email, scripts and hooks for every social media post delivered to your inbox every single week. Level up your content and your business with Bam X. Hyperlocal and data driven social media templates delivered weekly. Video scripts, blogs, email, content, courses, masterminds and a network of incredible agents ready to collaborate. Join Bam X today over at massiveagentsociety.com Bam X. You can also just go to nowbam.com click on Bam X join that. An incredible community. Big fan of what BAM is doing and BAM X especially. Thank you so much for listening. Share this episode with someone who needs it. Don't gatekeeper. Don't be an asshole. If you found this episode valuable, send it to someone who think needs to hear it. Who you think needs to hear it. If you don't know, share it. Just say, hey, this was a great episode because you know other agents don't know this shit. So don't be a gatekeeper. Share this. Be abundant. Post a link, share it in your stories, throw it in a Facebook group for your brokerage, whatever, an industry Facebook group. Just say, hey, here's a great episode. Here's a link. Help us to reach more people and I'll keep coming back every single week with a new episode. You help me reach new agents. Help us to have a deeper impact on agents in this industry. Because real estate is freaking hard. It's hard to be an entrepreneur in real estate in 2025. I don't care who you are. It's difficult. So you just found a little bit of a. You just got a leg up. Give someone else that chance to share the wealth. I'll keep coming back with new episodes for you every single week. You just have to share it. Appreciate you all. I'll see you guys next week.