Massive Agent Podcast: Episode 402

Title: The Free Tool That Turns Views Into CLIENTS
Host: Dustin Brohm
Date: September 4, 2025

Episode Overview

Dustin Brohm addresses a major frustration faced by real estate agents: consistently posting quality social media content but failing to convert views into real conversations and clients. He identifies the missing piece in most agents’ strategies—the “conversation gap”—and introduces ManyChat, a free DM automation tool that bridges this gap, showing step-by-step how to use it to turn interactions into clients, all without spamming or cold outreach.

Key Discussion Points & Insights

1. Why Social Media Content Alone Isn't Creating Clients

• Agents’ Frustration: Many agents are posting great content ("you're putting in the reps, you're doing the right things...but your inbox stays dry and your calendar is empty" [01:04]) but still not seeing results, leading to doubts about their effectiveness.
• The Missing Link: Content is just Step 1—conversations are what convert leads into clients. Most agents are "leaving the door open and walking away, hoping that they come inside and only a couple ever do" [08:49].
• Friction is the Enemy: Calls to action like "call me" or "fill out a form" introduce unnecessary friction. "Nobody wants to fill out forms anymore...DMs are where it's at" [13:02].

2. Why DMs (Direct Messages) Are the New Inbox

• Consumers want instant, informal communication—"DMs are informal. They're not weird. Everybody uses DMs. It's easy, it's simple...You can do it from the couch, from the car at lunch, whatever" [12:19].
• The traditional "form fill/follow up later" method loses out to faster, more responsive approaches.

3. Automating the Conversation: Enter ManyChat

• What It Is: ManyChat is a DM automation tool (Meta-approved), allowing comments or story replies (e.g., someone comments "LIST" on a post) to trigger automated, personalized sequences [17:22].
• How it Works: "If you want that, DM me the word 'convert' and I'll send you the how-to article and the link to get 30 days of ManyChat Pro for free. Now, you can use the free version, it just can't do as much" [31:46].
• Why Instagram Loves It: Engagement (comments, DMs) boosts posts in the algorithm, leading to wider reach—a win-win for both agents and the platform [24:55].

4. Effective Use Cases and Best Practices

• Lead Magnets: Easily deliver buyer guides, exclusive property lists, calendars/booking links, investor sheets—anything valuable for a specific audience.
• Frictionless Opt-in: Use short trigger words like "guide," "move," or "list" for easy response ("The fewer letters, the better" [41:50]).
• Instant, Automated Follow-up: "You could be following up with and nurturing potentially hundreds of leads in the DMs automatically for free or $15 a month" [49:08].
• Email Capture and Integration: With the Pro version, emails captured seamlessly flow into your CRM or email marketing platform (e.g., Mailchimp).

5. What NOT to Do with DM Automation

• Don’t Overdo It: Avoid putting ManyChat automation on every post. "Use it sparingly, use it a few times a week, and there's no issue. But if you overdo it, that's also a problem" [57:00].
• Don’t Spam or Be Generic: "Don't cold DM people randomly...don't be salesy, don't be pushy, don't be weird, don't send robotic or generic messages. Make it personal" [54:52].
• No Bait-and-Switch: If your offer is a guide or a list, deliver exactly that.

6. The Step-by-Step Plan

• Set up a free ManyChat account: "Go to massiveagentsociety.com/manychat...get the 30 days free of Pro" [58:40].
• Start Simple: "Pick one keyword trigger to test this week. The word home, free, bonus, guide, whatever. Then create a simple two to three message flow" [59:07].
• Example CTA: "If you want that list of 3% assumable loans, just shoot me the word 'free' and I'll send it to you" [1:01:45].
• Test, Learn, Iterate: Use the BAM article’s step-by-step instructions and adjust based on your audience responses.

Notable Quotes & Memorable Moments

• On the “Conversation Gap”:
  “You think more views equals more clients. But that’s only true if you have the engagement to go with it.” — Dustin Brohm [04:19]
• On Friction in Calls to Action:
  “Call me. Well, they just saw your social media video. They're not going to freaking call you. The amount of friction involved—think about it—to call you is ridiculous.” — Dustin Brohm [11:39]
• On the Role of DMs:
  “Your DMs on Instagram are the new inbox. It's where all the magic happens because it's just natural and you can automate it and still have personality involved.” — Dustin Brohm [13:25]
• On Instant Delivery:
  “I have this thing—if you'd like it, DM me this word and I'll send it to you. And they comment the word or they message me the word, it sends them the thing. Simple as that.” — Dustin Brohm [37:43]
• On ManyChat’s Impact:
  "By using this tool, it's going to make your content more engaging, which gets it seen by more people. You get more views, you get more follows, you get all of that just incredible stuff." — Dustin Brohm [24:55]
• On Algorithm Benefits:
  “When you have active conversations in the DMs, that's one of the strongest signals to Instagram that there's a relationship and that they want to see your content. So this, by using this tool, is going to make all of your other content perform better.” — Dustin Brohm [56:20]
• Final Encouragement:
  "Leads don’t come from content... If you really want it to be raining conversations, you want to fill up your calendar, you want to have a shitload of conversations, you want to fill up your pipeline, you've got to get a little bit proactive here." — Dustin Brohm [1:03:13]

Timestamps for Major Segments

• 00:00 — Episode open: The problem of posting and not converting
• 03:30 — Common misconceptions: More views ≠ more clients without engagement
• 08:45 — Why friction kills conversion, and why most CTAs aren't working
• 13:00 — Why DMs are the new lead inbox
• 17:20 — Introduction to ManyChat and DM automation concept
• 24:55 — Instagram's algorithm and the engagement snowball effect
• 31:46 — How to get Dustin's how-to ManyChat article and free Pro trial
• 37:43 — Simple automation flow examples ("DM me the word ___")
• 41:50 — Importance of short, simple trigger keywords
• 49:08 — Automated follow-up and lead nurturing
• 54:52 — What not to do: Spam, generic messages, overuse
• 57:00 — Proper frequency and usage balance
• 58:40 — Step-by-step implementation plan
• 1:01:45 — High-converting, value-driven calls to action
• 1:03:13 — Final wrap-up and motivational push

Action Steps & How to Get Started

• Set Up ManyChat: Visit massiveagentsociety.com/manychat for 30-day free Pro access.
• See It In Action: DM Dustin “convert” on Instagram (@massiveagent) to get the tutorial and step-by-step article.
• Pick One Offer/CTA: Choose a keyword and lead magnet to test this week. Make the flow short, sweet, and frictionless.
• Integrate with CRM: If collecting email, use ManyChat Pro to automate email list building and nurture flows.
• Refine & Repeat: Adjust based on audience feedback. Don’t overdo automation, but use it regularly.

Conclusion

Dustin emphasizes that posting content alone is no longer enough—closing the gap between content and conversation is essential. DM automation via ManyChat is a proven, frictionless method to start more conversations, nurture more leads, and ultimately convert more clients—on autopilot. By implementing these strategies, agents can move from hoping leads come in to proactively generating and converting them with ease.

For more actionable training and the step-by-step ManyChat guide, DM “convert” to Dustin on Instagram (@massiveagent) or visit massiveagentsociety.com/manychat.