Massive Agent Podcast Episode Summary: "Why Most Agents FAIL on Social Media"

Host: Dustin Brohm
Release Date: January 16, 2025
Podcast: Massive Agent Podcast

Introduction & Overview

In Episode 369 of the Massive Agent Podcast, host Dustin Brohm delves into a critical issue plaguing many real estate agents: the struggle to achieve success on social media. Far beyond merely accumulating likes and followers, Dustin aims to provide actionable strategies that translate social media efforts into tangible business results.

Common Mistakes Agents Make on Social Media

Dustin begins by addressing a prevalent problem: most real estate agents fail miserably on social media despite investing significant time (00:00). He identifies the core issue as agents posting only what they want their audience to see, such as listing flyers and sales graphics, which do not engage potential clients effectively.

“Most real estate agents are getting little to no business from social because you're only posting what you want people to see.”
– Dustin Brohm (00:00)

This approach not only fails to attract engagement but also negatively impacts the algorithm, reducing the visibility of their posts.

Defining and Understanding Your Ideal Audience

A key takeaway from the episode is the necessity of defining and understanding your ideal audience. Dustin emphasizes that without a clear target, agents are merely throwing content against the wall, hoping something sticks. He shares his personal experience of expanding his "farm area" too broadly, which diluted his marketing message and reduced overall effectiveness.

“If you don't know who your audience is, you're literally just throwing against the wall this and hope that it sticks.”
– Dustin Brohm (09:00)

By honing in on specific niches—such as military families relocating, young growing families, or empty nesters—agents can tailor their content to meet the distinct needs and interests of these groups, thereby increasing engagement and business opportunities.

Content Strategies: Followers vs Non-Followers

Dustin delineates the two primary content phases: content for those who already follow you and content aimed at attracting new followers. He advises agents to create distinct content strategies for each group:

1. Content for Non-Followers:

   • Designed to capture attention and attract new clients.
   • Should be engaging, educational, and address the specific needs of the target audience.

2. Content for Followers:

   • More personal and relationship-building.
   • Includes stories, personal anecdotes, and behind-the-scenes glimpses to foster a deeper connection.

“The content that you put in your stories needs to be more personal stuff. The goal should be to help those people who already follow you.”
– Dustin Brohm (23:00)

Authenticity and Personal Connection

A significant portion of the episode focuses on authenticity. Dustin argues that agents must show their human side to build trust and rapport with their audience. By sharing personal stories, hobbies, and aspects of their daily lives, agents create memorable connections that transcend mere business transactions.

“Let people see who you are as a person. For better, for worse. Your personality, your likes, your dislikes... Let people see that shit.”
– Dustin Brohm (27:30)

He illustrates this by recounting how personal stories, such as dealing with a gopher problem, can leave a lasting impression on potential clients, making agents more relatable and memorable.

Leveraging Social Media Algorithms

Dustin highlights the evolving nature of social media algorithms, which now prioritize quality and relevance over follower count. He emphasizes that even agents with a small following can achieve high engagement and business growth if their content is compelling and targeted correctly.

“The algorithms are so smart... They know who it's for. They're going to show it to the right people.”
– Dustin Brohm (42:00)

This shift means that agents should focus on creating high-quality, relevant content rather than merely amassing followers.

Optimizing Social Profiles

Another crucial point Dustin makes is the importance of clear and informative social media profiles. He notes that many agents fail to clearly communicate their profession and service area, making it difficult for potential clients to understand what they offer at a glance.

“Make sure that it's very clear where you work. It's amazing how many agents are basically secret agents.”
– Dustin Brohm (47:00)

Updating bios and profiles to clearly state one’s profession, location, and target market is essential for attracting the right audience.

Final Thoughts & Actionable Steps

In wrapping up the episode, Dustin reinforces the importance of focusing on foundational strategies before diving into advanced tactics. He urges agents to:

1. Define their ideal audience.
2. Create content tailored to that audience.
3. Maintain authenticity and personal connection in their posts.

He also advises against outsourcing content creation entirely, emphasizing that while tasks like editing and posting can be delegated, the authentic voice and personality must remain genuine.

“You cannot hire someone else to be you and to have your personality on social.”
– Dustin Brohm (54:00)

Dustin concludes by highlighting the democratizing power of modern social media algorithms, encouraging agents that quality content can level the playing field, allowing even those with smaller followings to achieve significant success.

Key Takeaways:

• Avoid Generic Posting: Steer clear of posting solely listing flyers and generic real estate content.
• Define Your Audience: Clearly identify and understand your ideal clients to tailor your content effectively.
• Differentiate Content: Create distinct strategies for engaging both followers and non-followers.
• Be Authentic: Showcase your personality and personal life to build trust and memorable connections.
• Leverage Algorithms: Focus on quality and relevance to maximize the reach and impact of your posts.
• Optimize Profiles: Ensure your social media profiles clearly communicate who you are and what you offer.

Action Steps:

1. Audit Your Social Profiles: Ensure your bios clearly state your profession, location, and target market.
2. Identify Your Ideal Audience: Define specific niches you want to target and understand their unique needs.
3. Develop a Content Plan: Create content that addresses the interests and challenges of your defined audience.
4. Incorporate Personal Stories: Share authentic, personal anecdotes to foster deeper connections with your audience.
5. Engage Consistently: Regularly interact with your followers and respond to engagement to build relationships.
6. Monitor and Adjust: Utilize analytics to track the performance of your content and adjust strategies as needed.

By implementing these strategies, real estate agents can transform their social media presence from a mere digital billboard into a powerful tool for generating leads, building relationships, and ultimately, driving business growth.

For more insights and strategies, subscribe to the Massive Agent Podcast and join Dustin Brohm’s Massive Agent Society at massiveagentsociety.com.