Want to build a 7-figure real estate business?
Then you must master the art of content creation.
And no, I don’t just mean posting generic listings or content for the sake of posting content – I mean having and using a rock-solid content strategy.
These days, being a good agent isn’t enough.
You must also be a skilled content marketer.
In our flagship program, The Listings Lab, we teach agents the content marketing strategies they need to scale from six to seven figures.
One of our superstar members who’s executed these strategies successfully is David Brinns.
By implementing The Listings Lab Method in his business, he’s been able to land multi-million dollar contracts…all through his organic content.
Want to know David’s biggest takeaways and lessons from the program that allowed him to scale to seven figures with this content?
Let’s dive into David’s content journey and his biggest realizations since implementing our strategies.
David’s Content Journey
David’s content journey began in 2017.
At the time, he never saw himself as a strong writer or content creator.
However, when he began posting content on Facebook for his self-development coaching business, he started getting a ton of messages from people telling him just how much they loved his posts.
It was clear: David had a talent for content creation.
But here’s where he went wrong…
At the time, David’s attention was split between his two businesses – his online coaching business and his real estate work.
And while his coaching posts were getting lots of engagement, his real estate posts were flopping.
He didn’t know what he needed to post about to sign clients – it was like he was throwing spaghetti against the wall.
David decided to take the leap and join The Listings Lab. Through the program, he was able to stop splitting his focus between two businesses – and channel all his energy into real estate content. He learned the intricacies of creating psychologically driven content to successfully sign real estate clients.
By becoming a master at the 9 types of content that we teach in the program (such as personal, lifestyle, beliefs, authority, and testimony), everything began to change for him.
(Want a slimmed-down version of this training? Read the blog post: Master Real Estate Content For Social Media With These 3 Types Of High-Converting Posts)
Instead of posting generic “just listed, just sold” posts that got barely any engagement online…David used our program to develop a profitable content strategy.
His posts were getting engagement, and leads were beginning to take notice.
Most importantly, he recognized the power of creating valuable content that resonated with the right people.
When you consistently resonate with your audience, they automatically see you as the solution to their problems. And THAT is what gets clients sliding into your DMs!
The Power of Polarity
One of the biggest shifts David made throughout his time in The Listings Lab?
He learned to stop playing it safe in his content and start being polarizing.
If you want to get people talking – if you want to get people to notice you – you have to embrace the power of polarity.
Being polarizing isn’t complicated.
It simply means going against the status quo.
What is every single agent in your market saying and thinking? And what do you think that’s different than the standard opinion?
Whatever the “standard” opinion is – go the other way.
This is how you become a thought leader in your industry.
The Art of Attraction
Once you understand the psychology behind great content, you no longer have to chase clients.
So many realtors are trapped in 1990s tactics. They spend their hours scripting, cold-calling and doing unsuccessful lead-gen.
But in the 21st century, the way to build a mega-successful real estate business is through attraction marketing.
This is especially important if you’re going after high-end clients.
Premium clients don’t want to be sold to.
Because wealthy people feel like somebody always wants something from them.
So if your content is overly pitch-y or sales-y, high-end clients will immediately filter you out as noise.
After realizing this, David moved away from sales-heavy posts, embracing the psychology-driven content approach we teach in The Listings Lab.
Within just a few short months, he started signing multi-million dollar deals.
He didn’t need to do any chasing. They approached HIM about working together.
With a simple shift in your attitude and the right content strategy, you can get the attention of these premium clients!
At the end of the day, great content marketing is about focusing on attraction over promotion.
Shifting From A Getting To Giving Mindset
Premium clients (and all clients, for that matter) can sense this desperate energy.
They can FEEL that you’re trying to get something from them.
And so your content only repels them.
Here’s what you need to do instead…
Switch your intention when creating your content.
Instead of asking what your clients can do for you, ask them what YOU can do for them.
Ask yourself: what does my ideal client need to hear today? How can I add value to their life?
By being generous in your content, you’ll be able to leverage the law of reciprocity.
The law of reciprocity states that when someone is generous with us, we have a basic human instinct to reciprocate.
When you give, you will receive.
Building Your Content Muscle
While David’s gotten some incredible results with his content since implementing The Listings Lab Method, he struggled in the beginning.
His biggest word of advice to other agents?
Don’t be too hard on yourself when you’re first starting out – it’s a learned skill that requires practice.
You have to remember to be patient with yourself when you’re starting out. Just like strength training, your content muscle will get stronger over time.
Don’t get discouraged if the results aren’t instant.
Be consistent – and keep refining your process. There are too many agents who give up right when they’re on the cusp of a breakthrough.
Stay the course and you will soon start to see results.
Remember that the goal isn’t immediate sales from every piece of content. It’s about building relationships and becoming the go-to authority your audience knows and trusts.
When you stack content consistently over time, the compound effect results in exponential growth.
By valuing attraction over chasing, and reciprocity over manipulation, you create marketing that converts.
Ready to Take Your Content to the Next Level?
Want to implement a rock-solid real estate content strategy like David?
We’ll teach you how in The Listings Lab.
Learn how to establish your authority online, grow your reach, and convert consistent leads through our proven framework.
Apply here to book a call with our team and see if the program is right for you. We’ll talk about where you are now, where you want to be and how we can help you get there.