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Dustin Brome
Look, if you're serious about selling a ton of homes this year, making more money than you ever have in real estate, making 20, 25 your year, if you really want to build a business and stop grinding all the time, stop this 24. 7 Working where you have no free time. Listen up. This is for you. Most agents are stuck hustling 24 7. You go on vacation. You're on your laptop negotiating offers. It's ridiculous. You're relying on referrals that come every once in a while. You're chasing leads. You're feeling like you can never really step away because your business falls apart without you. Right? Here's the problem. You don't have a system. You don't have anything to follow. You don't have a blueprint. That's why I created what I'm calling the Platinum Pass. This is your all access pass to literally every training, every course, every coaching program, every system, every worksheet, every cheat sheet that I've ever created, plus everything that I'm making and coming out with in the future. You get my massive agent business accelerator program, my social bootcamp course, the clients from social coaching program that's going on right now, the Facebook ads library that you can copy and paste, my lead gen playbooks, automation strategies, even 90 days of free weekly coaching. Everything you need to build a massively thriving real estate business that scales. So here's the deal. Only 38. Here's the catch. Only 30 agents will get this right. There's only. There's only 30 of these available. Once they're gone, they're gone. If you want to stop guessing and beating your head against the wall trying to get business and actually start growing, this is your shortcut. This is your easy button. Go to massive agentsociety.com Platinum right now. Grab your Platinum Pass membership before it's too late. Before they're gone. Every tool, every strategy, every course, every system, yours for life. That's massive. Agentsociety.com Platinum don't miss this. As a realtor, random acts of marketing give you random results. So if you're treating your content like it's just a side hustle or something you have to tolerate, just another thing on your to do list, it's never going to move the needle for you. But if you start to think like a marketer who sells homes instead of a realtor who has to market, that's when everything shifts. So on today's episode, I'm going to show you how to make that shift and how to become the Best known agent in your entire market. 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. Better. Oh, have I got your attention Now? Here's your host, Dustin Brome. What is up, guys? Welcome to episode 379 of the Massive Agent Podcast. I am your host, Dustin Brome, here in Salt Lake City, Utah. Today, I'm going to teach you how to stop marketing. Like the average agent. Most agents tolerate marketing. You do it when you have the time, you do it in your spare time. But you know, your, your day job is you're a realtor or you're a real tour, and you say it douchelly. You know who I'm talking about. Some of you, I just stepped on your toes. But it's time to make a shift, right? One of the biggest, when I let me back up when I first started to have some, some good results, consistent results as an agent, getting clients, my phone ringing, you know, people wanting to hire me. It's when I, when I started to do content and when I started to market myself in a consistent way. But that didn't. I first made a mental switch where instead of like being an agent who does some marketing, I decided I'm a realtor who sells houses, or, sorry, I'm a marketer who sells houses. I'm not just the realtor who does marketing. So we need to get you to that place where you see yourself as a marketer first before an agent. Okay? You're a marketer who sells some houses. So please stop treating marketing as it's some afterthought or extra task and start building systems, start building workflows, start building some discipline that brings in leads consistently and without relying on, you know, hustle and heroics and, you know, jumping through hoops randomly like, oh, I'm going to. I have a post idea. I'm going to randomly do it. Then you don't post again for another week and a half. If you have not been getting consistent results on social media, meaning getting business on a regular basis, you have not made this shift yet. And if you have, you just haven't given it enough time. But this, this mental shift is everything. So let's break down this mental shift that needs to happen where rather than just the, you know, the agent who sells houses and tolerates marketing, you're going to be the marketer who sells homes. This will help you become the best known agent in your market because right now you're competing against all these other agents that were told and who know because it's, it's frickin 2025. You know that you have to market, you have to do social media, you have to do content, you have to do email marketing, you have to do ads, all this stuff. But then you just randomly do it in your spare time without really any plan, without any strategy, without really any consistency. And that's a problem. So most agents think, hey, I sell houses, I guess I should probably post on social, right? Does that, does that sound familiar? I know it does because for a long time that's how I thought. I didn't get it. I didn't understand that becoming the marketer and posting on social and doing the content was what would get me the business in the first place. To, to then be the agent. So one comes before the other. Okay? The best known agents think, I build a brand, I create awareness, I attract the right people and I do it at scale. This is something that should be going through your head. And I told you the moment that I realized, the moment I decided rather that I was a marketer who sells homes, everything in my business changed. That's when I started to get consistent business, I started to get momentum and you know, that mindset shift gave me permission to prioritize doing content, running some ads, doing some marketing, which got me visibility and got me influence. So marketing is not optional, okay? It's the engine. Selling homes is the byproduct of that engine running at full speed and you know, running like a well oiled machine. Okay? So here's why, what I call a random act of marketing. Here's why a random act of marketing fails. Posting only when you have time is a great way to stay invisible. There's so many agents on social. There's so many. There's so much content on social, you have to compete with it. This is not happening in a vacuum. You are not. It's not like the Internet waits for you to have time to post and when you do, you know, it pushes everyone else aside. It's like, okay, now it's time to show your shit to your people. No, no, no. There's so many video great videos. There's so much great content out there that you have to compete with. I don't say that to discourage you. I say that to illustrate that you have to post consistently enough that you get that you push through, that you, it's it's like brute force. The more often you post and the better those posts are, the more that the people you want to see you will see you. But one post every now and then is not going to do the trick. One post every now and then, when you get a chance, you're basically invisible. No plan, no strategy equals no consistency. And when you don't have any consistency, you can never get momentum. And that's why it feels so damn hard. If you've ever thought that, you know, social media doesn't work for me, you know, or there's so many agents in my market doing it, I don't, I don't stand a chance. First off, you're totally wrong about that. But agents feel overwhelmed because you're trying to create every day instead of, you know, having a system of content that, that works on a regular basis that just keeps chugging along. So sporadic posting leads to inconsistent results, which leads you to question whether or not social media works at all. So if you've ever thought, oh, maybe social doesn't work for me, or maybe there's too many other agents in my market, it's, it's so competitive here. Stop that. Doing great content will push all of them to the bottom. If you just do great stuff often enough, the right people will see it and your competitors are basically irrelevant. There's more than enough room. So let's talk about awareness, trust and action. Okay, so you want people to be aware that you exist. The goal should not be to be the best agent in your market. The goal should be to be the best known agent in your market. The agent who people remember when it comes time to refer to friend, or when it comes time to, you know, to make a hiring decision for themselves, whether they're buying or selling or planning to list in the summer or whatever it is, you have to be remembered at that time. Meaning you have to be the best known agent. Just because you may know and have memorized all the addenda, all the like, all the different ways to do an escalation clause, and, you know, tactics like none of that matters in this context, that's great to service the clients you already have. Of course, being a skilled agent who knows all the tools at your disposal, that is key once you actually have clients to service. But if you don't have any clients to service, none of that matters. So you have to create awareness. People need to be aware that you exist. So consistency of the content you put out there, not just on social, but the emails you put out there, like do people see you on a, for example, a bus bench or a shopping cart or like one of those banners in your, in the high school baseball outfield or do you have ad space in the, in the high school like cheerleading program thingy? Like, there's so many different places that you could, that people could find you and drive awareness and the more the better because it all works together. So remember, if you're consistent and you have a system, you have a process, you have time blocked in your calendar when you're going to do this stuff. And then you do it and you do it and you do it, all of it starts to create this, this flywheel where like it's this machine that just keeps getting bigger and bigger. I want you to think about like a snowball rolling down a hill and just starts to get momentum. Because everything you put out there, if somebody sees your yard sign, then they get an email, then they get, what do you call it, a door hanger, then they get a postcard in the mail two weeks later, then they see you on an electronic billboard, then they see a Facebook ad, then they see an Instagram video and they think you're the, they think you're hot. They think you're the biggest deal in town because to them you're everywhere. You can manufacture being everywhere. This omnipresence through consistency and volume, right? When you do enough and you do good stuff and you do it consistently enough, they are going to be very, very aware that you exist. And that's how you get remembered when the time comes. That's how you become the best known agent. So beyond that, you gotta build trust. And doing great content will help to do that as well. So they need to like you. They need to believe that you can actually help them accomplish what they need done when they need it done. So this, this is always hard for some people to grasp in the beginning. Some people will see your stuff and they just won't like you. They won't like your voice, they won't like your face, they won't like you wearing a backwards hat, they won't like your personality. It just for whatever reason, like we all see Stu on Social and we're like, that person's just not for me. That's totally fine. Like, that's not a bad thing. We're not meant to be liked by literally everybody. The goal should be to be liked by the right people, for the right people to find you. So when the right people who do like your personality and they do resonate with the way you say Things they do resonate with your way of teaching and your way of advising on certain topics. That's, that's how you create loyal people who want to work with you and nobody else. So when you, when you put out consistent, consistent content and it's good stuff and it keeps getting better and they see you all over the place, that's how you build trust. And then you, you've gotta, you gotta move people to action. So just putting out content by itself will absolutely get you more business. But if you want to 10x that, if you want to pour gas on that frickin fire, learn how to do calls to action properly. Learn how to offer certain lead magnets from your stories, from your reels, from your emails. You know, that type of stuff gets people from like, you know, they're sitting, sitting in the background watching and, and lurking if you will, to getting them to like sit up and raise their hand and say, hey, I'm actually interested in that thing. I'm actually interested in that list of homes. I'm actually interested in that seller guide on the 10 Things I Need to do to prepare my house to list. When, when you create lead magnets and calls to actions and stuff like that, that's how you get people raising their hand and you turn viewers into clients or at a minimum, viewers into conversations. But we all know that con all conversion happens in conversation. So if you're going to convert somebody to a client, you better have a conversation first. And that's how you do it. So you're building a machine that works in the background here, even while you sleep. When you put out enough content in the right places, it's working in the background even while you sleep, while you're out showing houses, while you're at the park with your kids, while you're on fricking vacation. So marketing, think of this. Marketing is like compound interest. And the longer and more consistently you do it, the more it pays you back. I'm going to repeat that. Marketing is like compound interest. The more, sorry, the longer and the more consistently that you do it, the more it pays you back. Let's talk about how to actually build that marketing machine because I know some people like, that's great, great concept, but how the hell do I do it? Let's talk about it, shall we? So first off, pick a platform. Where are your people? Where are the people that you want to hire you? Where are, where's your ideal audience hanging out? Are they on TikTok? Are they on Instagram? Are they Facebook? Are they LinkedIn you need to know who your audience is and then pick a platform where they, where they are. Like if you want to be seen by all these people and be the best known agent, well, you should probably be where they're looking. Wherever their eyeballs are, you should probably be there. So pick your platform. If you know that based on the demographics of your clients that you normally work with and who you want to work with, that, that most of them are on Facebook, then you should be super fricking active on Facebook. If you know that they're on TikTok and Instagram, then you need to be there. And the nice thing about Instagram and TikTok, they're so similar as far as like the content. So like what I personally do is I just put, like when I do a video, I put it on Instagram, I put it on TikTok, just. There you go. I, I automate it actually through Repurpose. You've heard me talk about Repurpose. So when I post on one, it goes right to the other. Removes the watermark. Bing, bing, boom. But you can check that out. Massive agentsociety.com repurpose. You can see how I automate that. Try it out for free. It's freaking awesome. I've been using it for a year or two. So pick the platform. Instagram, Reels, TikTok, Facebook, YouTube. Are they on YouTube? Email, right? Everybody's. You need to be doing email marketing. You need to be doing email marketing. Email is one of those mediums that just, it just doesn't die. Like we still get completely bombarded by spam emails sometimes, but we all go through our inbox. We all see emails that come through for the most part. I mean, like some of us have virtual assistants that go through and scrub that shit. But nonetheless, people still see your emails. It's highly effective. Maybe, maybe podcasting is a platform that you should look at if your people are listening to podcasts and consuming and there's a need for it. And you can feel that. But start with one, maybe two. Okay. If they're similar like TikTok and Instagram are so similar. That's why I say like, if you're going to do one, do both. Especially if you automate it through Repurpose or something. But pick a platform and just stick with one. Okay, Start with one. Then create a weekly content rhythm. Yeah, that sounds fantastic. Create a weekly content rhythm. A cadence, right? Some consistency. So just decide what that's going to be. This is going to be different for all of you. Ideally, if you can post every day, that's fantastic. If you don't have the bandwidth yet, please be honest with yourself about this. Just because something's ideal does not mean that it's possible now, doesn't mean that it's reasonable for you to do now. You can work towards it and some of you will be ready to do the one post or two, or even two. Wow, that's hard to say. Or two posts a day. But some of you are like, if I could post twice a week, that'd be amazing. Great. Know where you're at. This is neat. Just because something's ideal does not mean you're ready for it now. Build towards it. So create that weekly content rhythm. Maybe it's three reels a week, maybe it's five reels a week. You know, Monday, you do one every day of the week and then you take the weekends off or whatever. But let's say it's three reels. So short form vertical videos, one carousel post, which are the swipeables on Instagram. And TikTok has them now too, but the swipeables, one email, one YouTube short. Right, so. So just decide what that is. I'm not saying you have to do all those, but pick. If it's Facebook, then you're going to do four posts a week and two of them are going to be videos, two of them are going to be text based. Okay, maybe you're going to do one carousel, maybe you'll also do an email blast to your database, but just decide on your weekly content rhythm. So the example that I'm giving you is three reels a week, one carousel post, one email blast, one YouTube short. Okay? And the YouTube short is going to be one of the three reels that you posted on the other platforms. So that's what I do. It's the easiest thing is to just take a short form vertical video and put it on all the platforms that support short form vertical video. You're not Gary Vee. I'm not Gary Vee. You don't have a team of 40 or 60 or whatever he has who's able to post all day every day on different shit. So just make it easy and take the video that works in six different places and put it in all the places that you're. That you're at. Not saying you have to be on all six. Start with one, maybe two, and move on from there. We're creating a starting point you can absolutely improve and add on as you go along. The next step after you've picked the platform. After you create a weekly content, rhythm is you need to batch and time block 12 hour block per week of content creation. For example, maybe that's 20 minutes a day, maybe it's twice a week for an hour. Whatever works for you. Whatever fits into your calendar. Decide on it, burn it into your freaking brain. Burn it into your freaking calendar right now. So Maybe it's just 12 hour time block on a Wednesday afternoon and that's when you create all your content for the next seven days. If that works for you. For me, I create content daily, but that's because I like. That's the, that's majority of what I do. Like I'm a full time content creator. I also coach and support agents and so like that fits in. I can do it every day. I just. There's so many. There's levels to this. All right? There's levels to this. You need to know where you're at. Where I'm at is not necessarily where you're at. And some of you are even past me and can do a lot more because you've built a team out and you have support around you that makes it possible. Awesome. Know where you're at and batch and time block. So time block an hour every other day, two hours on a Wednesday afternoon, three hours on a Friday, 20 minutes a day, whatever time block to create content and then just go through and create a bunch. That's usually what works best for most people so you can stay consistent. Next one, use tools for leverage. Okay, there's resources available. I talked about Repurpose IO. It's such a freaking no brainer. Repurpose. When you post it in one place, it goes everywhere automatically. So in the you, all you have to do is you go into this platform and you create certain rules. So like for example, you're going to connect Instagram with TikTok. So then you go in and you can specify. You could even add, add certain hashtags or remove certain things. It removes the watermark. So that then all you have to do, literally once you have that workflow set up and repurpose is you go into Instagram, you post the. You, you post it and automatically the same thing goes over to TikTok based on the rules that you created in Repurpose. The same like the, the reverse is also true. So when you post on TikTok, it automatically goes over to Instagram and removes the watermark you can have. When you post to Instagram, it goes to LinkedIn, it goes to YouTube, shorts, it's all possible, okay? It can go to X, it can go on whatever. So use tools like that. I'm not saying that you must, but if you're going to be doing this, you may as well save yourself some time and automate what's automatable. Wow, that sounds good. Automate what's automatable? Also, Chat GPT. I do not understand how you could be an agent in 2025 and not be using Chat GPT all day, every day. Yes, I know. Grok3 is also amazing. There are other tools. I love Grok3. I freaking love chat GPT. I pay for, I believe you should pay for it. It's what, 20 bucks a month? 20 or 30amonth? I think it's 20 bucks a month for chat GPT and you get the latest models, the best investment. I'm on Chat GPT all day, every day. My kids use it, my wife uses it. It's. I think it's insane to not be using AI to, to just to do things on your behalf. Like when you have an idea, let the AI tool, like take it down the field and develop it more for you and give you some more ideas. Then you could say, oh, I like that. And then like coming up with scripts or ideas for, for doing content. I use chat GPT. I use Grok 3. I don't, I don't take it word for word, but I just, I let it, you know, develop the ideas and take the ball further down the field and then I'm like, oh, well, I like that. Also, I'll change this around it. It helps me dramatically rather than 100 of everything being on your shoulders. So use those tools for leverage. Repurpose Chat GPT. Use canva, like create templates for stuff so you don't have to recreate every time. There's so many different examples of leverage. But then after that, track what performs. You have to have some clue of what's working. Okay? So if you're paying attention and you're tracking and it doesn't have to be fancy, but it's not like you need this to pay for some special, like analytics platform or anything like that. But if you're paying attention, you'll know which content you're doing or which emails you send, which videos you post, which ones are performing better. Because you'll notice, wait, this one's getting a ton of comments, this one's getting a lot of views, this one's getting a lot of shares. And you can start to see trends over time. This is why you can't just do it sporadically every once in a while. If you're doing it on a regular basis, you can start to notice trends and then trend, then you can do more of those things. So when you, when you track what performs, then you just double down on what gets traction. You double down on what's working. It's, it's, it's very simple. Like you, you already do this in your lead generation. If you're running Facebook ads or Google Ads, you track, you're like that one's doing well and you, you increase the budget on it and, and then you stop running the ads that aren't performing so well. Like ab testing. You, you already know this concept, same thing. So pick a platform, create a weekly content rhythm batch and time block, use tools for leverage and track what performs. So we need to talk about outsourcing as well because some of you are like, holy, this is a lot. I'm already busy. I already have so many plates that I'm spinning around. There's already so much that I have to do. Because everything's on your shoulders. And yes, if you can, if, if you just take it all on, like I'm going to do all this myself, that's a problem. So as you start to do these things consistently, think what could you outsource? What could you hire out? What could you have somebody else do on your behalf? Editing, posting, even like the actual mechanics of the posting. The repurpose does the posting for you, right? Rather than you having to post it on Instagram, then copy, then go over to, to TikTok and then re upload and then paste and then do the captions there and then go over to LinkedIn. It just, it just does it. So like you're outsourcing the posting. If you use something like Repurpose, outsource, editing, outsource scheduling, like you're going through your email inbox, stuff like that, managing your calendar and your schedule, you can have someone else do that stuff. Those are not income producing activities. Being in the content, you know, having a say in the creation of it and what to do, that's absolutely a money making activity that you need to be involved in on your own. Like so strategy, your voice, being on camera, relationship building, that's what you need to free up more time to do. Imagine if you had more time to just build relationships and to follow up with people and then to have longer, deeper conversations and to go out more and network and to meet people and just be friendly. How much more like how Much better would your business be. How many more homes would you be selling if you freed yourself up from all the administrative stuff that doesn't require you. You don't need to do it all, but you need to direct someone to do it. Okay, so I talked about creating once and posting everywhere. When you, when you record that one video, put it on reels, put it on Instagram, put it on YouTube, shorts, all the platforms you are committed to using. Not that you have to be on all of them, but just make it easy. And I mean, if you're not, and if you're not repurposing your content, you're. You're leaving money on the table. So this means a couple different things Repurpose could mean, and I don't even mean Repurpose IO the platform, but like repurposing your content when you are. If you take the time to do a video and you're going to put it on Instagram as a reel, let's say you get 700 views from that and. And 16 comments. Okay, well, if you also put it on TikTok and you also put it on Facebook as a reel, you potentially could be getting a ton more eyeballs and views and shares. So you're getting a ton more people to see it. It didn't take you any more time to create that content. You're just leveraging how many people see it by repurposing out on multiple platforms. Automate it through Repurpose, do it manually either way, but just take what you've already done and the caption you've already written and put it in all the places. If you don't, you're. There's just fewer people seeing you. There's fewer people seeing you. And it's not even. It doesn't even take that much more time to do. So. So let's wrap this up with. With a few takeaways that, that you really need to wrap your head around and burden burn into your brain. Okay? Marketing is not the job you do after your job. Marketing is the job. You don't need to be a content machine. You need to be a marketing machine. Okay, that actually sounds weird. What? You don't need to be this like, super agent. I didn't mean content machine. You. You don't need to be this like, super agent. I know everything about every. I know all the stats, blah, blah, blah. Like, that's great. Become a marketing machine first. Because I think you'd agree. You've been in the business long enough to know if you have Enough clients coming in the door, the rest works out as long as you do a good job and you, you have good process and you're a decent human being and you can get the job done. The real, the, the real point, the one thing that you should be focusing on above all else is just getting more clients in the door, having more conversations, getting more clients coming in the door and the rest. And then through practice and repetition, you get better at all the other stuff. You get better at servicing the client, you get better at, you know, servicing the transaction, all that stuff. Stop overthinking this and start systemizing because a lot of you are just, you're spending too much time making it complicated. If you just do those few things that I told you to do and systemize and make decisions and then freaking stick to it and not trying to like do the best case scenario today, just do what you can do. Bake it into your calendar time. Block that. Because if you're not showing up consistently, you're not visible. Okay? Your, your future clients are scrolling right now. They're seeing content from lots of other content creators that, that aren't you. Your, your future clients are scrolling right now. Are you showing up? Are they noticing you? Or are you staying invisible? That. That's a choice that you're going to have to make and consistency solves it. So I really want you to just make a decision this week. I really want you to make a decision and stop treating marketing as an afterthought and start realizing it. It is the job. It is the job. Everything afterwards, you're gonna get done. You're gonna get better at it, by the way, servicing the client, making offers, transactions, all that stuff. The goal needs to be clients. The goal needs to be marketing. So make that mental shift today that you're not an agent who tolerates marketing, but you're a marketer who sells houses. The selling of the houses is a byproduct of the marketing machine that you build. So you build a ridiculously powerful and massive marketing machine, you're going to sell a shitload of houses. Simple as that. So I think a lot of us in this industry just have it backwards and don't have the perspective of how important that is. But, you know, so make that decision, flip it in your mind, become the marketer who sells houses and start having this year be the best year of your career and then next year be even better, and the next year after that be even better. There's no excuse anymore. There's too many great tools. There's so much great like how to content out there to teach you how to do this stuff. There's, I mean there's my platinum pass there. There's my business accelerator to teach you how to build a business. There's like social media coach. There's no shortage of how to stuff, but there's apparently a lack of decision making and, you know, prioritization by agents who just insist on making it harder. I, I, I don't know any other way to put it. So before we wrap it up, Keeping Current Matters is a tool that you absolutely need in your tool belt. Be the advisor that your clients trust with with Keeping Current Matters. KCM gives you easy to understand market insights, ready to share graphics. They give you scripts for videos to keep you looking like a pro. Try it for free right now over@trykcm.com Bam and Bam, the greatest media company in real estate by far. Level up your business with BAM X. BAM X is bam's community with courses, masterminds and a network of ambitious agents ready to push you higher. You can get referrals over there. Join today over@nowbam.com and when you join Bam X, use the code massive at checkout. Get yourself a discount, Save yourself some money. It's one of the most valuable real estate communities out there. I'm, I'm so in awe of, of what BAM does. Not just with the content that they do, the reporting that they do, the, the like, the funny they put out there so that you actually like, you're learning, but it's also in like a way that grabs your attention and that you remember because it's not so. You know, we are the New York Times and you know, you know what I'm saying? BAM puts out great stuff. Love them. Love BAM X Great community. Use code massive at checkout. If this episode was valuable to you, if you learned something today, please share it with an agent friend. Share it with a business partner. Share it with your broker. Share it with your team members. Don't keep this information to yourself. Don't keep this podcast to yourself. Share it with as many other agents as possible so that they can have a breakthrough, so they can improve, so they can make the necessary changes and have a thriving career as well. There's more room to win than you, than you possibly know. Don't keep great information like this to yourself. Share it with others if you found it valuable and if you did, if you have not yet left a review for us over on Spotify or Apple, please do just go into that app, click the number of stars. Leave a Review. Let me know what you like about the podcast, what you're getting from it, what it's helping you do. Maybe a favorite episode or whatever. But those reviews are like my lifeline to know. Like, is anybody out there? Is anybody hearing this? Is this helpful? Like, should I keep doing it? So leave me a review, a review and let me know if you like the show. I appreciate you all so much. I'll see you next week with another episode of the Massive Agent podcast. Take care. It.