← Your Daily Real Estate Podcast with Tristan Ahumada
Your Daily Real Estate Podcast with Tristan Ahumada
Episode 804: Stop Posting Crap Your Mom is the Only One Liking
00:09:24
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You're sitting on more content than you'll ever need. You just don't have the system to pull it out of your head. I hear it often and put it in front of the right people. That's the key that changes today because I'm about to give you a five part framework that turns your one idea into a post that actually moves people. Because we want to connect with people. Not a post that gets a thumbs up for from your mom. But that counts too. A post that gets a stranger to DM you& say hey, I think I need your help. I'm Tristan, 22 years in real estate. 12 years running lab Coat Agents which is now a community of over 500,000 agents. Six years building a brilliant tribe, our coaching company and now one year running Y Realty National Brokerage. We're expanding. All built on one idea that you deserve a business that actually works for you. And I create content every single day. YouTube, Instagram, TikTok, Substack and the number one question, or at least the top question that I get from agents is the same Tristan, what do I even post? So here it is. This is the exact framework I use and it works a lot. Step one transformation. Before you write a single word you have to decide what your post is going to do to that person. Is going to do that person reading it specifically. And there are only four options. Mainly you're either going to move them, shift them, save them or see them. And if you just go and look at my just my Facebook alone, you're going to see all of those consistently over a period of about a week. Some I do more, I just lean to naturally. Doing more of those now move means you make them feel something. Maybe it's a story about a first time buyer who almost gave up. Maybe it's a moment from a closing that hit you in the chest. Shift means you can change or you change what they believe. You challenge a myth, you flip a common assumption on its head. Save means you hand them something useful and you watch me do that quite a bit. I do a lot of value driven content checklist script step by step process that saves people time and see means you make them feel understood. You describe their exact situation so well that they think how does this person know my life? Tristan, do you have a camera set up in my house? I get that one a lot. The thing is you've got to pick one, just one. Write a single sentence that says this post will and then just fill in the blank. That sentence is your compass. Everything else follows from It. Step two, the hook. This is your opening line, right? One line, that's it. And it has to earn the next three seconds from someone's attention. And I want you to go to ChatGPT and write out your idea, your hook, and say, hey, is this a strong enough hook for what I want to do? Right? Or if it's just a headline, is this a strong enough headline that's irresistible, right? I use four styles. Pick the one that fits. I want you to not limit yourself to these four styles either. If you're like Tristan, there's 5, 6, 7, great. The point is, I want you to figure it out for yourself, right? And sometimes I also pick the contrarian view, for example, the contrarian view, this would be a headline. Or it sounds something like this. Most people think you need more leads. You don't. You need better conversations. And in some of the headings that I do, you watch me indicate, leads are terrible. You should go to referrals or something along those lines. But what you do is you hook people by saying, wait a second, I use leads. What does he mean? If you're targeting specific type of audience in your area, maybe you say, this neighborhood has been thought of as a dying neighborhood. Everyone was wrong, right? Headline. Think of how you can capture people's attention, right? And so I'll give you one for specific. Here's the exact three line script I send at every open house that gets me a call back 70% of the time. Confessions. This is what confession sounds like. I used to cold call for four hours a day until I realized I was annoying people, not helping them. And when you start thinking of real estate, your audience and they live say, well, I was helping out first time home buyers in this way for five years until I realized I was wrong. Confession, right? You get it? That's how you start connecting with people. Or try problem, right? Identifying problem. If you're posting on social media every day and still getting zero dms, if you've been stuck on trying to buy a home for the last five years and just can't move the needle, this is how I've helped my clients. Something like that. But you start getting ideas from this, right? And you, you notice something. Every single one of these hooks is a real human talking. Not a corporation, a person. That's the standard. All right? Step three, Proof. This is where most people lose the audience. They make a claim and then just move on. No, you need the receipts too. The receipt is that thing that makes someone believe you. It could be an example of real moment. Something that happened at a showing, on a phone call, in a negotiation, it could be a result. Or numbers, Right? Numbers. Or like I do at the beginning of some of these podcasts or some of the webinars, we When I In the intro, when I tell you I've been in the business for 22 years, I've run Lab Coat Agents, the largest community of real estate agents in the world, right? For now, 12 years. I open my own brokerage. I could go on and on to layer in this proof. Those are my receipts and I'm doing it quickly, subliminally, not so that it's in your face all the time. Think of how you do that for you, right? But if you're thinking numbers, you'd say, Well, I sent 12 handwritten notes in January, three of them turned into listings by March. This is how I would do it. But when we send out expired letters or when we send out communication, it has proof. And this is why I still love just listed, just sold. Because it's proof. It opens the door, right? It's pretty good. Now it could be a mistake too. Something that went wrong and what you learned from it. People trust you more when you show the scars, not just the trophies. Or it could be a before and after. What your business looked like before you change something and what it looks like now. One to three lines. That's all you need. Just enough to make the reader think, okay, this person isn't just talking, they've done it. Step four Perspective. This is where you zoom out. You've told them the story or shown them the proof. Now you tell them what it means. You can frame it as a lesson. The lesson is that people don't remember your pitch. They remember how you made them feel. Right? Or a rule. My rule now is I never send a follow up without adding value first. Or a standard. This is what I believe. If your marketing doesn't sound like you at the dinner table, it's not going to work. This is one or two lines, but it's the part, people. Screenshot. This is the lesson. This is the oh, I'm going to save this for later. It's the part they remember, so take your time with it. Step 5 Participation. You never end a post without giving someone a tiny thing to do. Try this today. Copy this script. Save this checklist. Drop a word in the comments. Or like I do. Check. Check the comments right? Or I'll send you a template. Just message me. Share this with an agent who needs to hear it. Just one action. Make it small make it easy. Because the goal isn't to sell them. The goal is to start a conversation. That's the whole thing. Start a conversation. DM me. Follow me on my newsletter. That right? I think most of the times you think I didn't get a lead right now it takes time because that conversation is going to turn into a real business. It just takes time to build this relationship. So let me leave you with this. Before you hit publish on your next post, run it through one quick gut check. Does it give someone a new thought? Does it give them a useful move? Does it make them feel something stronger than before? Or does it give them a reason to trust you? If you can hit two out of four, you have a post worth publishing. If you can only hit one, go back and tighten your proof or make your participation step more specific. That's the framework. Transformation, hook, proof, perspective, participation. Use it today. Don't wait until you feel ready. Post something real. Post something human and watch what happens to your social media. I'm Tristan. I'll see you tomorrow.