Stay Paid Podcast

Episode: Real Estate Coach for Ryan Serhant Shares Instagram Strategy That Generates $14M
Release Date: January 27, 2025
Hosts: Luke Acree & Joshua Steich
Guest: Dan McKinnon, Real Estate Professional, Entrepreneur, and Coach

Introduction

The Stay Paid Podcast, hosted by Luke Acree and Joshua Steich, aims to empower agents and entrepreneurs by delving into the latest business trends and providing actionable insights for business growth and personal freedom. In this episode, the hosts welcome Dan McKinnon, a seasoned real estate expert and coach associated with Ryan Serhant's Sell It coaching platform.

From Ad Agency to Real Estate: Leveraging Past Experiences

[03:07] Dan McKinnon:
"Understanding what makes people tick... understanding why people purchase and why people buy and the intention they do."

Dan McKinnon discusses his transition from running an ad agency for a decade to entering the real estate industry. He emphasizes the critical skills acquired in advertising—primarily understanding consumer behavior and sales processes. This foundational knowledge provided him with a competitive edge in real estate, allowing him to engage clients more effectively and avoid burnout by targeting the right opportunities.

[04:02] Luke Acre:
"The ultimate goal of any business is to build a business that attracts versus a business where you have to constantly grind."

Luke echoes the sentiment, highlighting the importance of creating an attracting business model rather than one relying solely on relentless effort.

Mastering Instagram: The $14M Strategy

Dan shares his groundbreaking Instagram strategy that contributes to generating an impressive $14 million in annual revenue.

Organic Growth Over Paid Advertising
[06:12] Dan McKinnon:
"I get 70% of my business from Instagram... I do not pay Instagram for that. If anything, I made money off Instagram."

Despite a modest following of approximately 9,700 organic followers on his personal account, Dan attributes the majority of his business to Instagram efforts. He clarifies that his success is rooted in organic interactions rather than paid promotions.

Strategic Content Creation
[07:01] Dan McKinnon:
"I write love letters to my city, basically, through video. So it's like, I write just like, I love you, Sarasota."

Dan focuses on creating authentic, emotionally resonant content that celebrates his local community. By showcasing the beauty and unique aspects of Sarasota, he fosters a strong, organic following. His approach involves producing high-quality, cinematic videos that resonate with both locals and potential movers, encouraging shares and engagement.

Content Strategy and Engagement

Authenticity and Value-Driven Content
[04:54] Dan McKinnon:
"90% of the reasons why marketing doesn't work for most agents... Most agents will make stuff that they find attractive or they like."

Dan criticizes the common marketing mistake where agents create content based on personal preferences rather than audience needs. He advocates for direct, value-driven content that addresses the specific interests and questions of the target audience, even if it doesn't always garner immediate likes or comments.

Consistency and Quality Over Quantity
[22:08] Dan McKinnon:
"I don't post every day... Social media works with me personally the best when I'm organic and authentic with it."

Rather than adhering to a strict posting schedule, Dan prioritizes quality and authenticity. He believes that meaningful, well-crafted posts have a more substantial impact and are more likely to be shared, thereby increasing organic reach.

Holistic Coaching Approach

Comprehensive Business Structuring
[16:22] Dan McKinnon:
"It's a holistic business structured coaching. We start with that because that's the start of everything."

Dan’s coaching philosophy extends beyond content creation. He focuses on building a solid business foundation by identifying target personas (both buyers and sellers), understanding their behaviors and needs, and aligning business strategies accordingly. This comprehensive approach ensures that agents can seamlessly transition from content engagement to actual transactions.

Emphasis on Value and Problem-Solving
[21:06] Dan McKinnon:
"You're just trying to solve problems for people... If you don't know, go get the answer for them."

Dan stresses the importance of providing genuine value and problem-solving for clients. Instead of adhering to scripted sales pitches, he encourages agents to address real issues and questions, fostering trust and long-term relationships.

Practical Tips and Tools for Effective Marketing

Utilizing Video Editing Tools
[27:12] Dan McKinnon:
"I use Cap Cut Pro... it looks like you're cinematic like crazy."

Dan recommends user-friendly video editing tools like Cap Cut Pro and Kino K for creating high-quality, cinematic content. These tools allow agents to produce professional-looking videos without the need for extensive technical expertise or expensive equipment.

Strategic Use of Hashtags and Engagement
[23:09] Luke Acre:
"You're really engaged, not just posting."

Beyond content creation, Dan highlights the importance of active engagement—commenting on posts, participating in conversations, and strategically using hashtags to increase visibility and foster community interaction.

Building a Community and Long-Term Success

Creating Shareable Content
[25:05] Dan McKinnon:
"A lot of my stuff is like, I'll take a very simple one where it just says, like, so blessed to live in Sarasota."

By focusing on content that residents are proud to share, Dan effectively leverages community pride to extend his reach beyond local boundaries. This strategy not only attracts potential clients but also reinforces his reputation as a community-focused agent.

Consistency Yields Results
[21:56] Dan McKinnon:
"Probably six to nine months."

Dan acknowledges that consistent, high-quality content creation typically takes six to nine months to yield significant business results, emphasizing the importance of patience and sustained effort in digital marketing.

Closing Remarks and Actionable Insights

[34:09] Luke Acre:
"Your role is the advertising arm, the promotional arm of why people should live here."

In concluding the episode, Luke encourages agents to authentically showcase their communities, highlighting various angles such as lifestyle, investment potential, education, and local events. He reinforces the idea that understanding and communicating the unique value of one's locale is paramount to successful real estate marketing.

Key Takeaways:

• Authenticity is Crucial: Genuine, value-driven content resonates more with audiences than self-serving posts.
• Engagement Matters: Actively engaging with followers fosters community and trust.
• Consistency Leads to Success: Regular, high-quality content production builds a strong, organic following over time.
• Holistic Approach to Coaching: Addressing all facets of business—from target audience identification to content strategy—ensures comprehensive growth.

Notable Quotes

• Dan McKinnon [03:07]:
  "Understanding what makes people tick... understanding why people purchase and why people buy and the intention they do."

• Luke Acre [04:02]:
  "The ultimate goal of any business is to build a business that attracts versus a business where you have to constantly grind."

• Dan McKinnon [06:12]:
  "I get 70% of my business from Instagram... I do not pay Instagram for that. If anything, I made money off Instagram."

• Dan McKinnon [04:54]:
  "90% of the reasons why marketing doesn't work for most agents... Most agents will make stuff that they find attractive or they like."

• Dan McKinnon [16:22]:
  "It's a holistic business structured coaching. We start with that because that's the start of everything."

Connect with Dan McKinnon

• Instagram: @Dan_the_Realtor
• Website: Linktree

This episode provides a comprehensive look into effective Instagram strategies for real estate professionals, emphasizing the importance of authenticity, strategic content creation, and holistic business coaching. Dan McKinnon's insights offer valuable guidance for agents aiming to elevate their digital presence and drive substantial business growth.