Transcription
The way that I teach social media is pretty much the opposite of what every real estate agent is doing on social media right now.
When we're talking about magnetizing clients or attraction marketing, there has to be people who just don't agree with you.
>> Wow, that's a big idea, Jess.
Your social media needs to be of service. Your social media is not a billboard to promote yourself. This is what most agents are missing on social media.
What if I told you that there was a company run by a woman who wakes up every single day with a very specific purpose to do nothing more than help real estate agents get more out of their time on social media. Friends, that actually exists. It's called the Listings Lab and it wakes up every day with that very goal. Now, how it does it is an absolute science and an art. She started off as a real estate agent and then grew into this incredible trainer and coach. Jess Lenuvel is going to tell us exactly how we can take our social media to the next level. She's going to unpack it step by step. She's going to help you understand how to build your niche, help you understand how to isolate and target your clients, and then explain to us the exact type of content that gets people to interact with us. Sit back and buckle up. This is Jess Lenu. And I'm joined by a dear friend, Jess Lenuvel. Jess, how are you?
>> I am so good, Jason. Thanks for having me.
>> Did I get the last name right? Am I close?
You sure did. You nailed it.
>> Well, it's been years. After years of hanging out, I should get the name right. So, welcome. I start the show for everyone the same way. How did you end up in the greatest industry in the world?
>> I was born into it.
>> Hey, tell me more.
>> My mom got her license when I was in kindergarten. So, I was that kid that was dragged around and that got to listen to all the phone calls and talked about at the dinner table and passed through windows when keys were lost. [laughter] That was my childhood.
>> Well, so and you and at this time you're you're growing up in Toronto, Canada. Is that correct?
>> Yes. Correct.
>> So, you saw winter real estate, which is if you've never seen winter real estate,
>> it's a whole other ball game.
>> It's a whole different sport. So looking back at that time, because what I've noticed is kids of real estate agents either love the business or hate the business because they're competing with their parents for attention and real estate can become all-encompassing. When you look back on that time, what did you learn that you either loved or what did you learn that you said that's never happening to me?
>> So I learned a lot of what I didn't want to do for my mom.
>> Tell me more.
>> I I watched her become consumed by clients. I watched her leave vacations to go and help clients, like fly away from the family, to go and be there for clients. Um, I watched her get kind of pulled into family drama and all of the things that happen or well, all of the reasons why people move in the first place. Um, I also watched her do beautiful things like empathize and you know my mom is one of the kindest, gentlest people that you'll ever meet. Um, and I don't have that to the same extent.
>> Okay. You got other things. You got you got other things. So when you decide to get into the business, do you end up working with mom?
>> I tried to for a very short period of time and then I thought we will hate each other very very quickly. I saw the business very differently than she did. We actually moved to KW together. And so she came with me because she's like, "Yeah, my daughter's got her license. I've always wanted to work with her." And then that was very shortlived for her working with me. She was a very traditional agent. She'd been in the business at that point over 20 years. And it was just too it we we we just clashed way too much. We what we wanted to do. Um, and then my best friend in the entire world bought her first property with my mom. And I realized that I couldn't compete with my mom using my sphere. My sphere was my mom. I was 21 years old. And there was just absolutely no way that I was going to build my business off of my sphere competing with my mom.
>> So what'd you do?
>> I hit Facebook. So Facebook was this brand new thing in 2005. I start what I called prospecting from my PJs is I would sit at home on my laptop and I would have conversations with people. I Facebook at the time was a wall and a classified section.
>> I want to ask you cuz prospecting from my PJ sounds awesome but it also at that time would have been judged as you're shiftless, you're lazy, that's not one of the nine acceptable lead generation sources, you're an outcast. How did that feel then?
Honestly, I knew that if I was going to stay in real estate, I had to do something my way. So, I went to all the trainings and I I you know, I was they're like, you know, you got to work your sphere and you've got to talk to people and you've got and I was introverted and 21, I looked like I was 16. And every single time I tried to do something traditional, I was like, this if if this is how I have to build my business, this business is not for me. So you go into social media because you're looking for another way, but at that time there's really no models that exist on how to be successful. So do you have success right off the bat?
>> I do. So right away I started I I was 21. I was like who who is going to work with me? First-time buyers. So, I started scouring the classified section of Facebook, looking for the people who were in search of, cuz that used to be a thing, in search of rentals. I started direct messaging them, having conversations with them about the fact that if they could afford to rent, they could probably afford to buy.
>> And that was effective,
super effective. I did my first hundred deals that way. And those people became kind of the base of my resale business as I continued to grow. So I continued to do that until that was no longer, you know, other people started catching on. Other people started using Facebook. Um, I started I started just dabbling and learning how to use psychology.
>> Okay, don't spoil it, girl. We're about to get into this, gang, in an incredibly deep way. So all I wanted to do was set the stage. This isn't somebody who thinks they know how to sell social media and real estate at the same time. This isn't somebody who is from an outside the industry and has a social media system that they hope will work. This isn't somebody telling you you have to post 300 videos a week. This is somebody who came from our industry and has made an absolute science of how to use social media to grow your business to a scale that very few people do. As we sit today, Jess has helped more than 5,000 agents across all brands bring social media into their lives and business. Now, we're about to unpack this for you. If you don't get the notes and you want them, head over to mreotes.com. The notes come out every Thursday. It's a PDF. This one's going to be awesome. I can assure you of that. Maneotes.com. Jess, tell me exactly how do I use social media to grow my real estate business today?
>> Could you have asked me a bigger question?
>> No, [laughter] I worked on this one all night.
>> Okay, so the foundation of everything in marketing, in business, in a fight you have with your spouse is psychology. If you can learn how to enroll people into what it is that you are saying, you will always win. And so there we I've been using a 9-point psychological journey from stranger to client. I did not make this up. I became obsessed with psychology. I became obsessed with human behavior and how people make decisions. All of the things in real estate that you've ever been taught are based on aspects of this. It just may not have been explained to you why it works. And so when it comes to social media, because social media is consumed so passively, we have to make sure that we are consistently putting the same things in front of people that will allow them to choose us. Because social media is inbound. Doesn't matter how many people tell you you have to DM stalk the people who follow you, that's never going to be the reason why someone chooses you. And attention, if you were at family reunion, Gary Vee could not have said this better, right? This is attention arbitrage. This is the point in history that you know I capitalized on it and there is a window now that everyone can capitalize on it while that social media is free. Will it always be free? I don't know. And so with the psychological journey from stranger to client, what we're doing is we're putting everything in front of someone so that they don't have a reason to not reach out.
>> Will you walk me through the way to think about this in these nine kind of ideas? So when when we're first learning when we when we first meet someone, right, a lot of the more traditional, I'm going to call them salesy ways of going about starting conversations, especially as like a quote unquote salesperson, it can feel like too much too fast, right? Right. And so the way that I always think about it is when you meet someone for the first time and you shake their hand, you don't want to be that agent who like slips a card into their hand with that first hand handshake, right? And as agents, we've all experienced that you're at a networking event or you're at a dinner party and someone hears you're in real estate and immediately they back away cuz they're expecting the stereotype typical like salesy agent. And so we don't want to be that. Everything that happens online is a is a mirror or mimics just building a relationship in person. We're just doing it online. So, you're not going to walk up to someone on the street and be like, "Hey, it's so nice to meet you. Can I kiss you?"
>> No.
>> We matter of fact, this show advises against that.
>> Okay. So, Keller Williams and MA specifically says, "Please do not walk up to strangers and try to kiss them."
>> Yes.
>> So, with that being said, that's what a lot of sales training kind of tells you to do. It's way too much too fast. So, with the psychological piece, and this is what most agents are missing on social media, let someone get to know you. Let someone get to trust you. Before you ever have a conversation about what it is that you do. So, yes, people will follow you. People will find you because you're in real estate and because they have a real estate need. But the last thing that we're going to do is start to hammer them with look how great I am. Look at my awards. Look how amazing I am. The way that I teach social media is pretty much the opposite of what every real estate agent is doing on social media right now. No just listed just solds, no open houses, no a no like here I'm so I'm so grateful to my clients for this award. No, the worst case is the I'm so I'm so grateful for my for my clients for this Porsche that I was just about to just about to buy, you know, like none of the humble braggy stuff that real estate agents and and that's never their intention. We're never trying to be gross on social media. What we're actually trying to do is we're just trying to show that like we're in the business and we're available for business and we're active. So there's a lot there's a lot of different ways of doing it. So, there's nine different types of content that we use to take someone through that psychological journey. So, I'm going to break it into three buckets. We have personal content, authority content, and social proof.
>> Okay, hang on. Go slow. I got personal content. What's number
>> content, authority content?
>> Authority content.
>> Yeah. And social proof.
>> Social proof. Okay. Let's start with personal content.
>> Beautiful. So, personal content is how you build no like and trust. We hear the that the cliche of you got to build no like and trust all over the place, but no one ever tells you how. So personal content is your window into do I align with this person? Do I like this person? Do I want to do business with we we do business with people we like. It's just it's the way that it goes. And so personal content is personal beliefs, personal philosophy, personal story.
>> Okay. What do those words mean?
>> Personal beliefs are what do you believe about the world? It doesn't even have to be real estate related. Like I believe that kids should be homeschooled. I'm giving random examples. I don't have kids, right? Or, you know, I I work with um I work with downsizers and I don't think that kids should put their parents in nursing homes.
>> Now, hang on a second because the minute we go down this road, the the someone out there is saying, "Well, hang on. Someone's going to disagree with my views. They're not going to like me. By saying, "I like to work with first-time buyers. Now, I'm saying no to everybody else." Is there a danger here, or am I thinking about it wrong?
>> Your repeat and referral business will not be impacted by you niching down, niching down. Sorry, I'm Canadian. We say niche. Your repeat and referral business is your repeat and referral business, right? And if you've built a really solid repeat and referral base, fabulous. This is the icing. like like this is this is what is going to allow you to take control and not have to rely on other people quote unquote marketing for you.
>> Got it?
>> Right. This is your tap of business of inbound business of people who choose you. If you try to speak to everyone, you speak to no one. We've all heard that before.
>> So, this is less about repelling people that disagree and more about attracting people that agree or need the service.
>> There's an element of polarity that is always a component of magnetism. So, when we're talking about magnetizing clients or attraction marketing, there has to be people who just don't agree with you. And whether you want to or not, the people pleasing aspect of of of agents that try to appeal to everyone online, it makes them invisible.
>> Wow, that's a big idea, Jess.
>> You become that kind of vanilla, boring, I'm going to scroll past this person. And we like we talked about a second ago that idea of attention and being able to grab that attention is so so important.
>> Okay. So I think I understand belief. What's philosophy?
>> So your philosophy is just your philosophies on real estate, right? Like it could be anything from I don't think that people should be buying their primary residence and they should only be buying rental properties. It's you being able to take a stand against and for different things in the industry.
>> Okay. Okay. What's story?
>> Story is your is your origin story. It's the reason why you're in this business. It's who you are as a person. It's who like how you grew up. People will buy and buy into people who they feel like they align with. Do you know how many people have chosen me as their coach over the over the years because I am I'm a Nepo baby? because I started I have a parent who's in real estate and they're like, "Yeah, me too.
>> This makes perfect sense.
>> But that doesn't mean that people who didn't grow up in real estate don't choose me. It just means that that's one aspect of my story that people really are attracted to.
>> Okay. I think I understand personal and the three pieces that that get there. What's authority content?
>> It's basically like the I know what I'm doing content. It's teaching. It's mini trainings. It's uh it's asset that you can give away. Now, everything, we touched on this before, everything is geared towards your niche. So, everything is for a specific type of person. It's not generic buyer sell buyer seller guides in Austin, Texas. It's this is my upsizing guide for young families who want to move up without breaking the bank um in Austin, Texas.
>> So, the more specific the better.
>> Absolutely. Like, who are you? What do you do? Who do you do it for? there's enough business out there online, if you want to do an extra 200 deals, you can do 200 deals for that segment of people. So, what happens is when you when you start to like dilute that message and you you become less specific, that's when you get no you get no deals.
>> Okay. What's social proof?
>> Social proof is case studies, testimonials, and PR. So, case studies are essentially like HGTV. That's why we all love HGTV.
>> You You do know that I'm a former star. It's no big deal. Many many many people watched that show. It's It's okay.
>> It's no big deal.
>> It's no big deal. It was just something I did in [laughter] my past, but Okay. So, I got case studies. I got PR. Tell me more.
>> HGTV is an entire network of case studies, which is why we we're obsessed with it. Right. So, with those case studies, you are living vicariously through essentially other people's journeys. And instead of saying look how great I am, you're saying this is how I guided this is how this is how I I I helped this family who was concerned about this wanted this had a dream of this. This is how this is what we did. You are selling your services and selling your process through the story. Now I just a quick caveat. I say this a lot and I want to make sure I get this in here. Um real estate agents don't sell real estate. Real estate agents sell services and they consult on the sale of real estate. So everything that you do, everything that we're doing online and on social media is not property focused. It is selling your services. That is the end result. They are buying into what it is that you do. They're not just looking at properties. They can go on Zillow to look at properties. So case studies, testimonials, now PR. PR is what we're doing right now. PR is media attention. It's podcasts. It's local news media. It's being on TV. It's um it's it's all of that. And a lot of agents think that they have to wait for that to come to them. And what we've actually built is a process so that they can actually go out. Uh journalists are content creators. They're always looking for content. They're looking for interviews. They're looking for things that they can create with. We just teach agents how to go out and get it so that they build that relationship with that journalist and then over time they are the person who's consistently quoted.
>> Okay. So I think I understand now the psychology of this which is I can't give I'm not selling from the beginning. I'm getting I'm allowing people to get to know me to move through the process. I have these three buckets. I have my personal, I have my authority and now I have my social proof. What's next?
Hey, I need your help. I want to upgrade our algorithm within YouTube. And the only way to do that is for you to help me. I need more people to subscribe. Remember gang, we're here for one reason. help you run better businesses that power bigger lives. We need your help to do more of it. The algorithm loves when you subscribe. Subscribe down below. Give us some help because hey, we've helped you. There's three components of what of how we make this work. Relevancy, omniresence, and intimacy. Relevancy is making sure that we have the right message in front of the right person at the right time. Now, this can be done through organic social media and it can be done through paid traffic. I always start people with organic social media because what I don't want them to do is throw a bunch of money at something that they don't know that works.
>> When you use the word relevancy, you're saying that my message is relevant to the audience that's watching it.
>> Correct.
>> When I post organically, how do I have any idea if I'm hitting a relevant audience?
>> Through the messaging. So, the algorithms nowadays are so so much smarter than we are that Gary Gary Vee talked about this at family reunion, interestbased algorithms now. And so if you are talking about the right topics and you are putting the right keywords into the content that you're creating, it will get pushed out to the people who have that interest. And so the location is really important, your niche is really important, and relevant topics are really important.
>> When we talk about keywords, how do I think about making sure I have the right ones?
>> Market research. So, one of the first things that we have people do once they niche down is actually go and interview their ideal clients. So, they have to go out, they have to figure out pains, problems, fears, and desires. People don't move because it's fun. Moving is terrible, but the reason why we do it is because something in our current situation isn't serving us, and we want a better life, a better location, a better backyard, a better whatever. And so, we have to figure out what those things are locally for that niche. And then the keywords and the things that we're putting out there are always going to be aligned with the things that they're googling that they're looking for. These algorithms know what to put in front of us.
>> Amazing. Okay. So, I think I understand the right message. I think the right person happens because the algorithm is there and the algorithm makes sure that I'm there at the right time. So, now I have relevancy.
>> Which is the other reason why if you have 10,000 real estate agents following you as a real estate agent, that's not a good thing. We don't want to have Facebook friends, friends lists, and Instagram followers that are all real estate agents because the algorithm is going to think then that you cons that you create content for real estate agents. So for me, my activity every evening while I'm lying in bed is to scroll through my Instagram and whoever's followed me that day, if they're not a real estate agent, I remove them as a follower
>> because you provide services to real estate agents. So you would say to a real estate agent, you should be removing the real estate agents and make sure that you have potential customers.
>> Absolutely. We want an audience full of the right people.
>> 100%. Okay. So that's relevance. What's next?
>> Omniresence.
>> What does that mean?
>> Omniresence just means that you show up with that relevant message everywhere. When I was walking through family reunion, someone came up to me and they're like, "You're that you're I see you everywhere on social media." And I'm like, "Sure do." So when you say see me everywhere, are you talking about different platforms? Are you talking about different platforms, different social media platforms? Uh in like maybe in the bottom of their email. I think that that's how you and I first got connected. It is
>> right. You ended up in my funnel and you're like, "This woman's everywhere."
>> You weren't supposed to tell anybody that I ended up in your funnel, but yes. And that's how I found you. You you you were the voice in my head for maybe six months before I worked up the courage to reach out. I'm a huge fan of yours. So what what are these platforms that you think agents need to be on?
>> There's two different kinds of omniresence. There's organic omniresence and then there's paid omniresence. So the organic omnipresent side is just hosting very frequently on the platforms that your ideal clients live on. I don't believe that a real estate agent needs to be on every platform. If you specialize in in downsizers, you don't need to be on TikTok, right? the o the only people who you need to create content for is that downsizing niche. And so the first question that I always ask the right the right platform is also an incredibly important piece of this. Instagram and Facebook are non-negotiable. Instagram and Facebook are are a yes for everyone. Now if you work with young professionals and you help young professionals uh buy their first investment property, you 100% have to be on LinkedIn. You choose the platforms based on the audience that you're trying to attract.
>> And you said post frequently. I I can't let you get away with the word frequently. [laughter] It's a show about models. Love. So when you say that, what do you mean?
>> So at a minimum once a day.
>> Cool. And then you said the other way to be omnipresent was paid. Now you always tell everyone don't start paying until
>> until the message is working.
>> Got it? Okay. So I have relevance. I have omnipresence. What's next?
>> Intimacy.
>> What is that?
Now, the intimacy piece is goes handinhand with that personal content. We need to build that personal relationship so that people feel like they know you. I want people coming up to you in the grocery store being like, "Hey, I know that this is really creepy, but I feel like we're friends."
>> Such a vivid image. Okay. And how do you do that?
>> You tell stories. You share aspects of your lifestyle. You document instead of creating. You show people what you're doing all the time. You talk to them about the the things that are happening in your lives, the good, the bad, the ugly. The vulner So there is something called a persuasion curve. And the persuasion curve is essentially just two lines that follow each other. Authenticity and vulnerability and the amount of money you make. And they will espe when it comes to online marketing. The people who make the most money online as a personal brand are the people who are allowing themselves to be the most vulnerable. Now, do not air your dirty laundry in the middle of the dirty laundry. But don't talk about the mess until you've cleaned it up. But people want to know that you're not just a real estate robot. They want to know that like you're a real person. The story that is going to be the most compelling to your niche is the story of you going through what it is that they're going through right now. So, why are they moving? Why are they upsizing? Because their kids are fighting over the over the single bathroom every morning and you're like, "Oh my god, they're going to hate each other and never like our family's going to fall apart and this is going to be terrible and I hate every morning, right? I need a second bathroom." You talk about your experience with your kids biting over that bathroom and and and or or stepping on Legos everywhere or whatever it is that they're going through, the symptoms of the problem. And so you show them that you understand them through your own stories of what they're going through.
>> So good. Rory Vaden, we had him on the show recently and he said that your ideal client is the cross-section between who you were and who you've become. And it's that journey that attracts them to you.
>> Your message is the medicine.
>> Wow. It is
>> what you do for those clients are what you needed earlier.
>> Your message is the medicine. Okay. I love that. So now this model is starting to take shape in my head. I have these these buckets of content. I have this certain way that I need to pvey them in order to get this emotion elicit response. But at some point I have to turn all these intentions into an actual client. How does that happen?
>> Um I would say 90% of the time it happens through a direct message. So you can say call me at the end of your content till the cows come home. No one's calling you in 2026.
>> Okay.
>> Okay. People don't pick up the phone anymore. Like my phone lives on do not disturb. I haven't answered a phone call in I don't even know how long. And so the call me call to action which has been used in real estate for 1 1,000 years, it's not relevant anymore. You need to make it easy for someone to reach out to you. So the screenshot testimonials that we get from our clients all the time are, I got my first DM. I got, you know, I I so and so who I haven't spoken to since high school. I didn't even know followed me on social media. They just reached out. or this person who I've never worked for, never worked with just sent me a referral. I can't believe I'm getting referrals from people who I've never even had as clients, right? And so that's really how the compound effect kind of starts to take shape.
>> Do you find with your clientele that you attract agents that are extroverts and you simply help aim them? If I'm introverted, should I zone out of this conversation?
>> No, cuz I'm introverted. Yeah, but the I get it and you come across the way that you do and you're bubbly and intelligent and all the things, but when I hear what you're saying, which is I got to make a post today. I got to be vulnerable. I got to let him watch my life. I got to talk about my challenge. Like like inside, I'm in knots right now.
>> For sure. Okay. So, I'll give you I'll give you a choice. You can go and knock on a thousand doors or you can post seven pieces of content. What feels easier
>> to your energetic introvert?
>> Yeah, the seven pieces of content.
>> Correct.
>> That's interesting. I wouldn't have thought of it that way. Okay. And as
>> I hide behind my phone.
>> That's a great way to say it. You don't leave that. By the way, friends, you don't realize it, but Jess is coming to us from her palatial mansion in a Lutherra Bahamas, which sits right on the ocean. So, she literally runs this empire from an island.
>> Tiny island.
>> Yeah, a really tiny island. But I think that's one of the the most amazing things about social media because you have clients and it's starting to become a good number of them that live in different markets than they actually run teams in and sell real estate in. I have one client in particular who is from Toronto. We worked with her. She built a multi-sefigure business in Toronto and then moved to Florida and she is running her little lean machine team in Toronto from her pl from her property in Florida.
>> So when I build a business, especially a team that's based on me on social media when DMs come in, doesn't everyone just want to work with me? Like how do I hand that off? How do I live a life?
So this is a beautiful question because there is something that we do in our in our program that we call it's building a signature system or building your signature process because we are not saying Jess is magic, Jason is magic. We're saying Jess has developed this system that is absolutely the best system out there for getting real estate agents business through social media. Jason is the best real estate agent for upsizing families in Austin, Texas. Right. And so the process is one of the authority pieces. We kind of skipped over that a little bit quickly. So the author one of the one of the core parts of authority content is signature process. And so the more we talk about the process, the more we explain it, why it works, why it's the best, why it's different than what every other agent is doing. because the general public thinks that every agent does exactly the same thing.
>> That's such a great point. So when I build this process, are you suggesting what are the rules? Do do I give it a name? How do how do I think
>> you name it, you brand it? You market it. It becomes part of the intellectual property of your business. So in 20 30 40 years when you want to sell your business, your business owns this method and it actually creates value within your business if you ever want to sell it. So, what we're doing is the getter of results in your business is the process. It's not the person. And so, when somebody comes in and says, "Oh my gosh, I've been following your content. I'm obsessed with it." Like, you know, blah blah blah. Tell me more about the Listings Lab method. I'm like, "Yes." Or, "Tell me more about I have a a guy in in Canada who is just such a baseball guy and half of his content is about baseball." So, it's like the home tell me about this home run method, right? And so people will reach out to him and say and and his PR is about his method. We've got so many real estate agents that get they get interviewed on local media because they have a method because they have a way of doing something that's not the same thing that your cousin Sally's going to do for you.
>> It's so interesting. You you've all commissions are negotiable. You've product see how I do that. You've [laughter] productized the service that that the human is providing.
>> Correct. And that therefore any person on the team should they be trained and the standard operating procedures are are well done can deliver that same service.
>> Gosh. So as I'm thinking about this, it's important that they get to know me and that I have authority so that the process that I'm telling them I've developed has the validity to get them to look deeper into it when they have a need. Is that right?
>> Correct. Which is why you have to be relevant. People move every what what is it now eight and a half years on average. Yeah. Right. You have to be relevant to the people in between those eight and a half years as well. So if you are only re if you're all you do is post properties and open houses and talk about just only this one tiny segment of your life. You are only relevant every 8 and 1/2 years. You are going to have crazy audience churn. Which is why the no- like and trust, why the personal branding part becomes so important and why agent audiences actually grow is because people buy into the person and then when they need the service, they have enough information on the service or they can also refer to, you know, they're sitting at Thanksgiving dinner and someone says, "Hey, I'm I'm thinking about selling." and you're like, "Well, I've never worked with Jess, but I know everything there is to know about her service package and I've never seen anything like it, so you should probably reach out to her." So, when we pulled our audience, we found, and I was shocked by it, that more than half our audience is making at least one post a day. The number one complaint was that they're not getting a different result in their business and they feel like they've just added a pain in the ass that is not becoming a benefit in the wallet. Number one, why? It's kind of like throwing spaghetti at the wall. You know, if you if you don't have a strategy behind what you're doing, you don't have a targeted niche. You don't know what the message is that they because you're not posting for yourself, you're posting for them. If I was if I was posting for myself, my content would not look anything like it looks. I'd be posting silly silly realels of me dancing on the beach all day, right? It it would not be educational content for real estate agents, right? This is a vehicle for you to get more clients. And I think the other the other problem that I have with real estate agents following real estate agents is that everyone just copies each other and nothing that they're copying is working. So, everyone's just it's it's kind of like the blind leading the blind on social media. We've got a whole bunch of people who are just following each other, copying each other, being inspired by each other, but no one's getting anything tangible from it. You should all go eliminate all the agents you're following except me and Jess. So, Instagram, there Jason Abrams. Jess, how do they find you on Instagram?
>> It's just my name, Jess Laval.
>> Perfect. Okay, next question. So, they don't have a great strategy. Give me the three or four non-negotiable hacks or tricks that I can put into social media in my life tomorrow in a lightning round format. Just hit me with them.
So, first things first is go through your CRM and make sure that your Facebook friends with every single past client you've ever had.
>> Gold. That's so good. Facebook though that the kids tell me I got as
>> I don't like it. They're coming back though.
>> Well,
>> they're coming back and the kids aren't buying real estate yet.
>> I know my that's my challenge. Anyone that knows Joy Pow, I got Joy Powell in my life who's like rolls her eyes when I say Facebook. But Facebook still matters. Do it.
>> It does. You know what it does. I even me like I would say that 50% of my business still comes from Facebook.
>> Okay, so number one, make sure everyone in my database I'm Facebook friends with. What's next?
>> Facebook friends with anybody who you're not. You send a Facebook friend request and a DM that says, "Oh my god, I can't believe we weren't connected on here. How are you?"
>> So good. Okay, what else you got?
>> Figure out who your niche is right away. Stop posting. Even if you've got to take a break and your and your consistency dies for two weeks, figure out who you're talking to. Do some market research. Talk to those people who you've either worked with in the past, if you've never worked with that niche before, uh you're a newer agent, go out and find people who are in that demographic, and ask them everything that you can about what it is that they're currently struggling with, what it is that's good about their about their current situation, what do they wish that they had, what are the reasons why they're not moving? Like, if every if if everything was perfect, is it is it interest rates? Is it um fear of overpaying? Is it like what is it that is keeping them from actually making their life better through the move that they say that they ultimately want to have? So, when we're talking about niching down though, I just want to make one one luxury is not a niche.
>> Okay? I I got I by the way, I can introduce you to give or take 300,000 agents that would disagree with you. So,
>> luxury means what I'm just talking social media wise,
>> okay?
>> Luxury means rich people. And if you're not willing to put on social media, I only work with rich people, then chances are you have to figure out who the human is behind the money. So if you want to work in Orange County on the waterfront and those are the properties that you want, who are buying and selling those properties? Are they upsizing families? Are they downsizers? are like, who is it that's
>> by the way, just so you know, it's incredible podcast hosts that wear hoodies if anyone's wondering. But yes, I hear what you're saying though. This is about the human behind the image,
>> the life transition. And so when we're talking about using psychology to in attraction marketing, it has to be through the pains, problems, fears, and desires. Now, if you're working with really, really, really high netw worth people, they're not moving because of pain points. They're moving only because of desire. So, you have to understand, you know, what is driving the moves? What is driving like if if they're buying a second cuz we got a lot of people in our programs who are in second home markets, right? If it's a second home market, what is it that they're trying to achieve through having this second home? what like understanding truly what it is that they want and what's the vision people move away from pain and towards pleasure. So what are those things that they're moving towards? Once you figure that out, upsizers, downsizers, first-time buyers, um dog owners living in condos, um
>> whatever,
>> first-time investors, seasoned investors, like the person, like what is the demographic? So once you figure that out, you do the market research, just start posting with that new information. Even if you don't have the strategy down yet, just start posting with that information. And instead of asking yourself in the morning, what do I want to say today? Switch the question to what does my ideal client need to hear from me today?
>> That might be the gold in the show. That's so important. Say that one more time.
>> Instead of asking yourself, what do I want to say today? Ask yourself, what does my ideal client need to hear from me today?
>> That's it. I'm not even going to let you say anything else because that's it. Because that's that's the key to all of this, which is this realization that you come to, which is I'm not posting for myself and I'm not making posts that the seven friends of mine won't judge me on. I'm making posts that my ideal client needs to see today. That's that's it, Jess.
>> It's all it's service. We talk about service. We talk about being of service. Your social media needs to be of service. Your social media is not a billboard to promote yourself.
>> Love it. Okay. Um I'm a graduate of the listing. I should I I'm a client and a fan. So I I I love what you all have done. How can people find you?
>> The best place to find me is Instagram. So Instagram just Lynabel.
>> Okay. Spell your last name because I'm the only one in the world that can say it.
>> 100% you are. L E N O U. V is in Victor. E L. Perfect. Now, here's the thing. If you have no idea still how to spell it because I get your real estate agents and you're driving at 100 miles an hour, you have to sign up for the notes because we're gonna link to Jess's Instagram in the notes that are coming out this Thursday. So, head over to mreotes.com. Jess, I on behalf of an incredibly grateful industry cuz you I've seen you on stages at every company. Thank you so much for everything you're doing. You you literally are on a holy mission and I I I believe that you're on a holy mission to keep real estate agents relevant in a time of great change and that is a calling.
>> I love this industry.
>> She loves this industry. This industry loves you. Jess, thanks for joining us.
>> Thank you.
You know, there was one thing she said that matters more than everything else and all of it mattered. She said that your social media needs to live in service of the people that are viewing it. She said that you're not making content for yourself. You're not making content for the nine of your friends that are judging you. You're making content for the people that need to hear it. Rory Vaden, like we said in the episode, described it as the intersection between who you were and who you're becoming. That is the perfect person for you to help. Here's the question. When you wake up in the morning and ask yourself, who is my ideal client? Do you know the answer? Then number two, have you spent time interviewing those people to understand the words that they're using to articulate either the fear, the pain, or the pleasure that they're seeking? Number three, have you then made content specific to those people's needs, their problems, but more importantly, the solution? Number four, have you itemized and documented exactly what the solution that you provide is that helps these people accomplish their goal? Number five, have you then taken that program and given it a great name and productized it? And then number six, do you wake up every day and make content in support of it? See gang, Jess is a genius. And when she talks, you can tell there's so much in her head and there's so much innate ability there that it's easy to think you can't do it. But friends, I'm telling you, I'm telling you that you can. Go forth and do likewise.