← Your Daily Real Estate Podcast with Tristan Ahumada
Your Daily Real Estate Podcast with Tristan Ahumada
Episode 807: Stop Renting Your Audience: The Truth About Ownership
00:16:07
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What if I told you there's a platform right now where most people are just scrolling and watching barely anyone posting and the people who do post consistently are getting a massively disproportionate amount of attention. You'd want to know about that, right? Obviously. And what if I told you there's another platform where every single time you hit publish your audience actually gets it? No algorithm deciding whether to show it, no hoping they just get it in their inbox too, every time. Those two platforms are LinkedIn and Substack and almost nobody is using them the way they should be. And I understand with Substack because it's newer and I understand with LinkedIn because it feels like it's kind of fallen off the wayside. Anyway, I'm Tristan. This is your daily real estate. It's podcast at the show. I've been running lab coat agents now for 12 years. A brilliant tribe. For six years, our coaching arm. And now I started a brand new brokerage, Y Realty Nationwide. We just opened up in Florida too. We're going all in here. And I do this and I do lab codes and I do everything for you for free. I want to elevate the industry regardless. If you're a brand new agent, a team, a broker, independent brokerage, I don't care. I want you to show up better. And this is me helping you out every single day. Now here's why LinkedIn and Substack matter. These are platforms that aren't being fought over as much, like on Instagram and YouTube and TikTok and Facebook. Those are crowded. The barrier to attention is high. But LinkedIn and Substack, the barrier is still low. The audiences are incredibly valuable and the window of opportunity is wide open. Let me show you how to use both of them. This way. I think you could start today. Let's start with LinkedIn. And I know when most people think LinkedIn, they think. They think recruiters, they think job posting, they think businesses, people writing things like, I'm humbled to announce for the hundredth time. Forget all that. That's not what LinkedIn is anymore. LinkedIn has quietly become one of the most organic reach platforms available. And most people are completely sleeping on it. How do I know I'm watching it? Here's why the opportunity is so big right now too. The competition is almost non existent. Most LinkedIn users are passively watching and that's all. They don't engage, they just scroll. They read, but they don't post. Which means if you're one of those People that's actually showing up and creating content consistently. You'll connect with the people that you want to connect with. And I mean, let me tell you, these people are the people that can spend. These people are the ones that can buy. These people are influencers through the real world, the business world, right? You're competing with millions of creators on LinkedIn. You're competing with almost nobody. Now who's on LinkedIn? Professionals, decision makers, business owners. The demographic skews 28 to 55 with higher than average income and education. These are people who control budgets. They make hiring decisions. They're actively thinking about their careers and their businesses. And that makes a big difference. If your ideal client or partner is a professional in any capacity, they're on LinkedIn. In fact, when I interview people for my other podcast, Brilliant, that's where I interview authors and business owners. The they all have LinkedIn, but guess what? They don't have, they don't have the rest of them, which is interesting to watch. So how do you actually use this thing? Well, lead with a story, not sales. The posts that get the most. Oh, interesting. The posts that get the most. I'm going to remember that. Okay. The posts that get the most, the most traction on LinkedIn are personal stories with a professional lesson attached. Easy. And I mean, it's like Seth Godin would say, right? I want you to tell a story. I want you to hook me with a story. Tell me the story about you, Tell me the story about that. Tell me the story of your company. Here's what you learned, here's how it applies to your business or life. That format absolutely crushes it. And I hate using the word crush, but it does. It crushes it. That's amazing because it's relatable, it's human. And in a sea of all of this corporate jargon, everyone's tired of that. And you connect because it goes right through it. And here's something that might surprise you. Text posts, you know, just words, they still dominate. Absolutely do. Amazing. And it's baffling to me. Unlike almost every other platform that's pushing video. Now Facebook is the only other exception where words are absolutely dominating too. But most of the time, everyone's pushing video. LinkedIn's algorithm is heavily rewarding well written texts. Isn't that nuts? And also, when you are already writing well, might as well use their posts for polling because polling is doing amazing as well. Now keep your posts scannable. Short paragraphs, line breaks, and a hook in the first line that makes people want to click or at least see more. And that click is everything, right? So when you're looking to show up, it's no different than video as far as a hook. Now, one of the most underrated growth strategies on LinkedIn Is this comment on other people's posts. Crazy idea, right? Engage, just engage. Thoughtful comments on on. And not just any post. Well, I want you to engage with other people. But thoughtful comments on high visibility posts, put your name and your face in front of thousands of people. Think about this. If you post something that connects with others because it was smart and it had to do with the post that was already doing great, people want to know, whoa, who wrote that? That's actually pretty good. It's free exposure and it has added benefit of actually building relationships. Relationships with people in your industry or at least in people that you want to be connected with or people that you want to do business with and build relationships with. And if you're going to write anything long form, look into LinkedIn's newsletters. Yeah, they have a whole section for it. They go directly to your subscribers email and get prominent placement in the feed. How do I know I have one? I have one for a brilliant tribe and it's just one of the best distribution mechanisms available right now. Four, remember this four, well written content, bottom line, LinkedIn, it's the credibility and network platform. Platform. And I didn't even talk about the paid version of LinkedIn, which is a whole different thing. But yeah, there's a whole paid version and you can go and filter and target and use that, but that's for a different day and time. Now I want you to start thinking of a different type of audience. I want you to start thinking of people that want to connect with you because information you give of how you show up based on what you're writing about the community, about things that are happening around here, around there. And it almost feels like how you would show up on LinkedIn newsletters. But guess what? It's still a little different. I want you to start thinking about a platform where you actually can capture people's full attention because it serves not only as a newsletter but, but it serves as a blog and it serves as its own social network. And this is substack. It's a platform that you kind of own. And I need you to understand why that sentence matters more than almost anything else I've said today. And then the previous ones for this specifically. Every other platform on this list is rented space. You're building on someone else's land pretty Much. An algorithm decides who sees your stuff, and you could have a hundred thousand followers and the platform might show your post to 3% and that's it. You don't control it. Substack is different. When you publish on substack, your writing goes directly into your subscribers, inboxes, their emails, no algorithm filtering it out. And that's pretty crazy, because think about this. I've got half a million followers between everything, and people only get to see a portion of that daily unless I go viral on one of them. Now this, this changes everything. It's like my email list, because I also have $500,000 email list. There's no hoping on this platform. There's no relying on the algorithm, and hopefully it catches it. Once you hit publish here, your audience gets it every single time too. In a world where organic reach keeps shrinking, at least I think it's shrinking. This does the opposite. And this, to me is enormously valuable. In fact, it's probably the one place I would want you to focus on. So who's on substack? Yeah, well, these are intentional people. They didn't get served your content while scrolling mindlessly through the feed. They chose to subscribe to you. Now, the algorithm still works in a similar fashion like it does everywhere else as you're scrolling through and it identifies a. A liking of what you typically gravitate to. It'll show you more authors along that line, and then you can subscribe there or you can do what I do. And on those other short or longer videos, I say, hey, subscribe to my substack. And that's how they end up there. And then they'll type your email and then it says, yes, I want to hear from this person. And that means the audience maybe smaller than your social media following, but it's dramatically more engaged and loyal. These are readers, they're thinkers, people who value depth over speed. They're going to slow down to read what you got, or they'll watch the video. Because you can upload video too. I mean, I'm telling you, it kind of brings everything together and it's beautiful to see. How do you use it? Well, you write with depth and personality. Substack is where you go beyond just a quick thought, even though you do have that option too, but you want to go underneath it all. I want you to think, if I'm going to go on substack, I'm going to go all in and write things that are important to me, that are important to my audience. And I can also shoot a video and attach it to it, which is really cool. So if you're shooting these long form videos on YouTube, I would also. And this is where you could do both, right? I would also throw it into Substack because now you have that video and you have that written content with it. That's pretty cool. On social media, it rewards with quick hits and hot takes. Substack is where you unpack your actual thinking. You develop it with the people reading it and you share your frameworks, you tell longer stories, which is what I love. And it gives your audience something they just can't get from a 60 second video. Consistency here is absolutely everything. People expect you to show up, however often you're going to show up. If you're going to write weekly, monthly, daily, like a couple of my friends, which is kind of nutty, then you better stick to it. And your subscribers signed up expecting a certain cadence. Whether that's, like I said, monthly, weekly, daily, that's up to you. Just make sure you stick with it. And the moment you go inconsistent, guess what you're going to lose. People showing up for how they hoped you would show up for them. So pick a schedule, make it realistic, maintain it, don't over commit and just don't, don't ghost your people because like I said, that's the worst thing you can do here, especially when you're starting something new. Now here's a strategic piece that ties it all together. Use your social platforms to drive Substack subscriptions. Every piece of content you post on Instagram, TikTok, YouTube or LinkedIn on all should go to here. If you don't have a newsletter. And if you have a newsletter, I would highly suggest you take a look at Substack and say maybe Substack is going to be my newsletter. Or at least test it out. Because the way that Substack works is it's working for you. Because like I said, it's a combination of social media with blogs and newsletters and it delivers all that information in the form of email to the people that subscribed, which to me it almost feels like Substack builds ownership of the audience, which is different than what we're used to with the rest of the social media platforms. And I think you're moving, here's how I see it, you're moving people from rented space onto a place or land that you actually own. Substack also has a notes feature which is great, works kind of like a simplified social media feed. And you'll, you'll see it when you go on there, use it for quick thoughts between your main posts, just to keep people engaged. But what you want to do really is focus on that long form writing. That's the opportunity to build the presence before it gets crowded. And what makes Substack different from everything else? Well, it's the ownership platform. Still going to tell you that is the one thing that I keep seeing, at least I keep feeling that it's different because of it. You on the list, you control the deliverability too. No algorithm stands between you and the audience that you've got. And that makes the most valuable long term asset, at least in this virtual online world that you can build. Even if the numbers are smaller. Remember, it still matters a lot because it's being delivered to people's emails as well. So let's bring this all together. LinkedIn builds your professional credibility with a high value audience that most people are completely ignoring. Substack gives you something no other platform can actually give you and that's ownership of your audience. One builds your reputation, the other one protects your relationships with people who trust you. Most people are chasing likes on platforms they don't even control. A smart move, I think is to also build it in places where you actually do show up on LinkedIn, right on substack. Stop leaving these two on the table because I know you are. Some of you probably never even heard of Substack either. And remember, every subscriber, every connection, every person, everyone who reads what you write, that's a real human being who chose to spend time with you. And don't take it lightly. I'll see you.