KGCI: Real Estate on Air - Branding & Creating Expansion Teams as a Real Estate Agent

Episode Date: October 31, 2025

Friday Focus is your weekly mini-series from KGCI Real Estate On Air—a deep dive into one theme, broken into tactical, easy-to-implement episodes. Every Friday and Saturday, we unpack the strategies, scripts, and systems agents use to win more business—without the fluff.Catch every episode in the series to get the full picture, and put these moves into play by Monday.SummaryThis episode provides a clear blueprint for real estate agents looking to build a powerful brand and create successful expansion teams. We discuss how a strong personal brand is the foundation for attracting top talent and clients, and how to scale your business by building teams in new markets. Learn the strategic steps to go from a solo agent to a business leader, creating a recognizable and profitable brand that can expand your reach.Key TakeawaysYour Brand is Your Foundation: Before you can build an expansion team, you must have a well-defined personal brand that attracts both clients and potential team members.Recruit and Hire the Right Way: A successful expansion team relies on having the right talent. Learn how to identify and recruit individuals who are a cultural fit and are motivated by your brand's vision.The Power of Expansion: Discover how creating expansion teams allows you to scale your business exponentially, increasing your market share and creating multiple streams of income without a proportional increase in your own workload.Leverage and Systems: A successful expansion model is built on solid systems and processes. Learn how to create repeatable systems that allow your brand to thrive in new locations with minimal oversight.Keywords/PhrasesReal Estate Branding, Expansion Team, Real Estate Business, Real Estate Agent, Team Building, Personal Branding, Real Estate CareerCall-to-ActionReady to take your real estate business to the next level? Listen to the full episode on your favorite podcast platform and get the roadmap to building a powerful brand and a successful expansion team! Ready for more? Subscribe to KGCI Real Estate On Air and grab the Always Free Real Estate On Air Mobile App for iPhone and Android. Inside, you’ll find our complete archive, 24/7 stream, and every Friday Focus mini-series—ready when you are.

Tactical, focused. Just like a top producer. Here's a sample from this week's Friday focus on KGCI, real estate on air. Welcome back to the agent goldmine. Here's what to expect on today's show. What most agents are doing wrong when it comes to branding, how to define your ideal client, tips on building your personal brand, and what the back end looks like if you are a referral agent as like your primary focus,

a.k.a. if you love lead generating, but you want to refer out the leads instead of take them to the closing table. Today we have Jesse Lynch, who is in the Twin Cities in Minnesota. He's been an agent for four years and has done a total of over 240 transactions for $75 million in volume. Just in the last year in 2023, he did 82 transactions. He specializes in relocation because he so focused on YouTube. So check out this episode, the Golden Nugget, you're going to want to get it so quick to do. That's why I mention it. So go on theagentgoldmine.com. Reach out to Jesse. Reach out to us if you have any questions. And if you want more of this, if you have any questions for me or Shelby, want to book a call. We're here for it. Reach out to us, The Shelby Show or Allie the agent on the

gram and enjoy the show. Jesse Lynch in the house. Okay, Jesse, you came from the music industry. You were on a nationally touring band, and then you did photography and videography, and now you've been an agent for four years, run a team, all of the things. But your obsession is branding, and Ali and I are also obsessed with this. So from your perspective, what are most agents doing wrong when it comes to branding? Yeah. First of all, thanks for having me here. I appreciate you all and love what you're doing. And I think you're right.

I'm super obsessed with branding. And I have been since before real estate. It wasn't something that I necessarily thought I was doing in band and, you know, in music and in photography and videography. But then it slowly occurred to me like, oh, this is, that is what that is. And I think the thing that I'm seeing most people do is they don't focus on a brand. So they try to just be like an everything brand, which like there's, you can't do that. in real estate. I just don't think it works. I think the sort of focusing in on a niche, focusing in on your particular client and like who you want to be working with is like the

most beneficial thing that somebody can do. I think really early days of me being in real estate, I remember being in a meeting with like my old brokerage and somebody was like, who's your ideal client? And somebody answered like anybody. And I was like, well, That's not, you know, that's not going to work. Like, you can't talk to everyone. That's not helpful. Yeah. Yeah.

I get that you would help anybody, and I'm that way. Like, anybody who comes to me who needs help, if I can help them, I will help them, just because they don't fit my avatar perfectly doesn't mean I'm not going to help them. But all of my outward messaging, all of my branding, all of my marketing, all of my marketing is going to be in a tone that is speaking to a certain type of person. Okay, Jesse, I can hear it. people are thinking it right now, especially the newer agents or the ones who just haven't figured it out yet who their target is. Because how do you know? Like you're a new agent and you're like, I'm going to

build a brand and you know, I'm going to listen to Jesse and I'm going to focus on a niche and a particular client and I, but I don't know what I like. How do you, what do you say to me? I think you can focus on rather than maybe transaction type, you can focus on like personality type. And I would say it even if you don't know, like you have to, if you can't imagine a person you'd like to be working with right when you start, who would be the most ideal person for me to be like hanging out with fundamentally? Because you like spend a lot of time with your people when you're working with them. You're just hanging out with people a lot. And so if you can't figure out that simple, well, I just think that it's an absolute requirement.

There is no if you can't. I think you're just being lazy and you're sort of like avoiding a very simple question, you know, which is like who, who am I, who are my people? Who is my crowd? And if you don't know, if you can't wrap your head around that, I think just who are your friends? Who are your peers? Who is closest to you? Because that's across the board, I think most of the time people want to work with people who

are similar to them. That makes sense, especially since you mentioned the music world. You don't see musicians focusing on pop and then also singing like playing the saxophone or country singers then rap. Well, I guess maybe now a little bit. So like country and rap is actually starting to combine. But like people, it's one genre. You know, like the same thing as in the music industry, which genre do you do? Which type of client, which market, which niche are you in?

So I never thought about it that way until now. So, okay. So people, the new agent. or even seasoned agents have decided this is the type of person that I like because I am. This is the type of person who I would want to hang out with. What's next? What's next

in the branding combo? So the first thing that I do with every agent that joins my team or, yeah, basically any agent who joins my team, I make what is called like a client avatar. That's like the worksheet that I gave you all is the client avatar worksheet. And I'm like a huge believer in it.

And most people think It's like cheesy. And I'm, I cringe at cheesiness. So it's, I'm not, I'm like the least rah-rah dude you'll ever find. And,

but I'm like, I really believe in the, it's a really simple first step. It's a worksheet that like walks you through who these people are and, and makes you decide that you're talking to one person. You have to give them a name and age and occupation, you know, income,

all that stuff. So it can't be like, yeah, you know, my avatar is people 25 to 30. 35, you know, in tech. It's, you know, it has to be way more specific than that. And you have to, like, sort of, boy, dig down to what are they worried about?

What can, you know, what do they value in a professional, things like that. And that, that will help you then reverse engineer your marketing, reverse engineer any, like, video stuff that you're doing because now you have some ideas of, like, how they're thinking. And the reality is, like, if it's, like, Tom from Fort Lauderdale, like, it's, and it's, and, And they're like, you know, an accountant and they make however 120K a year, whatever. Like that stuff, that stuff is just helpful to get you down to that stuff. You're not going to be like, are you an accountant?

Do you want to buy home? That doesn't matter. But it's like, how do these people think? And how do I figure out, like, how do I reverse engineer how to talk to these people? And then, yeah, and then I think all of the marketing sort of follows suit or at least begins to fall into place. And your avatar can also change over time. So don't think just because you have created this one right now that you will never be able to change it ever again. But I do think you should you should stick to that and it should slowly morph over time. It shouldn't be like,

oh, in six months, if this doesn't work, I'm going to switch to being like a luxury agent, you know. And then if that doesn't work, I'll switch to being a first time home buyer, you know, specialist. It's like the people, your peers can see you doing that. So if you're speaking publicly and that those things live on the internet forever, your history will be pretty wacky if you're jumping all over the place. So I think it can slowly mold and that's totally okay because as you change, as your, if you're a new agent, you don't know what you don't know and you also don't maybe have super confidence to, or maybe you have blind confidence and it's not.

Maybe it's misled, but I think a lot of people will have sort of the, they won't know what they want it to be. So then do it, do the one thing for a year and just slowly refine it, you know, and if it shifts a little bit, that's okay. So we touched on the golden nugget, which viewers, listeners can find for free on theagentgoldmine.com. Can you walk us through a little bit further into what the golden nugget? Yeah. So it's an avatar worksheet and it's really, really simple questions. And you start with very, very basic stuff. Like I said, name, age, you know, gender, occupation, income. And that's all fine. And that's just nice. Because then you can be like, all right, you know, Tom, what does Tom do? You know, and you can start to get a little further into things. Then there's things like, wants. and needs. So I think of that as not like in general, what do they want and need, but specifically what do they want or need out of the process of working with you? So if they, it's a little bit of is their goal to find, you know, a luxury home? Is it to find their starter home? Is it to find

their forever home? Is it to find, you know, an investment property? Whatever. I think that, those sort of wants and needs are kind of obvious, like what type of buyer are they? But then things like what do they want out of you as an agent? I think is really helpful. You know, what do they, what do they want to see from you in your marketing? You know, and then what do they need? I think that's pretty simple stuff. A lot of times that's very simple stuff.

But if you can try to get as creative as possible, the simple stuff would be like they need me to be available to show them all. Right. Okay, sure. That seems pretty simple. But then more in-depth needs might be they need, they need me to, you know, specialize in a certain style of home, say like a duplex, right? It depends on who they are, but that's one thing. For me and my teams, we do a lot of relocation. So it's a lot of, they need me to know as much about the metropolitan area that I live in as possible, you know, or that my team's exist in as possible.

And so all of the messaging is that. And then so wants and needs, there's things like fears and anxieties. So what could you do as an agent that would like really freak them out, you know, or that would like, that would make them feel uneasy. Bad communication would be one. Things like, like basically feeling dishonest, feeling slimy, feeling a little bit like in it for yourself. if any of that, you know, if you're putting any of that out there, that might be kind of like freak them out and give them anxiety. But some of their anxiety might be more on the side of,

of I'm buying a home, but also have a house to sell, right? Like the classic dilemma. And so how do you solve those dilemmas? And it also then helps you not just in your marketing, but it'll help you in your like business development to go, okay, these are their concerns. So even when I'm like having a first Zoom call with the client or meeting with them, I can know that I can predict what they're concerned they're going to be. Slowly over time, you sort of develop those things. You go, okay, yeah, I've seen this concern before. And so now I have to sort of try to knit that in the butt. But there's there's other aspects to the worksheet. There's the, I think the big thing is sort of like where they get their information from too. It sort of helps you like reverse engineer where

you should, you know. And it's a lot of people will also, you know, a lot of the agents that I've watched through this with will naturally do the ones that are organic to them, right? So if they're like, well, I use Instagram, so let's make it Instagram. But I think there's a little bit of if, if that's not the right thing for that person, if Instagram probably isn't the perfect thing for that client, depending on what they are, I could imagine like a, like, a, like downsizing or like empty nesters, if that was your, if that was your niche, probably Instagram isn't the best, you know? And so, and likewise, LinkedIn, it's maybe first time mobires could, could be into LinkedIn, like some percentage of them, but, but then are they very technically

and career-driven people? Then maybe they're, you know, then maybe they're on LinkedIn. Do they, are they not, you know, then maybe LinkedIn isn't the perfect thing. But I think, but I think, think it helps you distill down to where you should be, like where your content should live most effectively. And yeah, it's, I don't know, it's, I think it's a super fun sort of like thought experiment in the early days. And it can, again, I think it can always change. And I want people to know that. Yeah. Yeah, dude, this is something that I think is overlooked a lot because I don't need to do that. Like, I'll just, you know, I'll just work with everyone. That's, you know, whatever. But once, once you're ready, once you've suffered through enough pain,

and you've gotten your teeth kicked in by every buyer, seller, investor, whoever out there. Then when you're ready for like phase two of I'm going to be a real agent now, this is so important. It's so helpful. And I love that yours is just one page because I've done worksheets like this where it's four pages. And then it's just becomes overwhelming. But with yours being one, you could fill this out and then you could print it and you could put it like on your, you know, right by your computer or right by your camera as you're about to film. And then you could be like, as you're about to center in an email, like marketing message or post or record a video, you can be like, am I speaking to Tom on my target audience? Would Tom care about this message?

Am I hitting his pain points? And it's like this really good function to make sure your marketing stays really focused. Yeah. Yeah. I couldn't agree more. It's been super valuable to me really early on. I did one, you know, kind of just. I think there's a YouTube channel called The Future.

F-U-R, he's like a branding dude. He started in graphic design and sort of moved on to branding. But the first place I heard it was that when I was first getting started. I kind of was like, I don't know, we'll see. And I did it. And I was like, well, actually, that was wildly helpful. And now I don't have to think about, you know, attracting other people. Because if I have confidence that I can attract this kind of person,

I don't have to worry about others, you know. Totally, totally. Okay, what are your thoughts on, because we're talking about branding? and there's like different schools of thought. There's like the omnipresent school of thought. And I know that you just, on your thing, you're talking about sources, the sources that your target audience is located.

But there is the like, well, if you're doing it on one platform, you might as well repurpose and put it everywhere. Or there's the people who are like focused on one platform. It's all you need. Where do you fall in that school of thought? So I guess I would say that I think if you can pull off omnipresence, cool.

but most people cannot pull off omnipresence. Yeah, most people think they're pulling it off. Yeah, they're like, they're basically, I'm shit talking today. It's true, though, like myself included, I think, I think I can sometimes be on the present, but the reality is I'm just dabbling in a bunch of things. And I think going heavy on one or two platforms is way, way more important than, you know, sprinkling across everything. I'm a big fan of YouTube.

Like I use YouTube personally. And so I'm on YouTube as well. And that's how I managed to grow my business. Mostly has been YouTube. But I think a lot of it, the reason that I like YouTube is because I have gone down rabbit holes and I've gotten super deep with other creators on YouTube to where I would be way more stoked to see, like, certain YouTubers than, like, certain sports, you know, huge sports names, you know, because I'm like, oh, dude, I've spent a ton of time with that guy, you know? And so I'm, I'm like a big believer in, like, depth and, and sort of being, rather than being omnipresent on multiple channels, being omnipresent to an audience, right?

So being there all the time for somebody and being really, really consistent and just in front of a certain audience, I think that's way more important than being, you know, sometimes in front of multiple different audiences. So, yeah. How would you, when it comes to branding and YouTube and your multiple channels, how are you branding yourself on YouTube? Is it something that you say? Is it the way that you act? I kind of want to leave this open-ended on purpose. But how are you branding on YouTube?

I think that's really good. A lot of people don't really think about what you say and how you act as branding. And I'm a really big believer in that. I've talked to people about it where I've given, I don't know, little talks or whatever, which are, I don't know. I'm not that good at in-person talks. I'm trying to get better at them.

Doing great. Thank you. Thank you. Keep it up. The digital realm is something. much more comfortable with because I've done so much of it and made so many videos. But the with as far as like my whole branding, I mean, there's simple stuff. A lot of people think logo, slogan, you know, company name is, is your brand. And I'm like, I mean, it's a tiny,

tiny piece of your brand, right? There's no reason that Nike should be bigger than Puma, right? There's literally no logical reason that those brands and those logos are like inherently better. It's just like paste, but they've, they've branded on a higher level. The, the, and brand is very much, I think, I think like Jeff Bezos said, like brand is what people say about you when you're not in the room. And I'm like, I super agree with that. You can try to create a brand and sort of like brand figures, like a logo, a slogan, an icon, things like that. But the reality is, like, the brand is how people feel about you. And so I think, think very basically on my YouTube channel, it's called, you know, my twins, so I have the multiple

teams, but Twin Cities is called to the Twin Cities, which again, that's very like, that was a little scary to switch over to. It was just called like Jesse Lynch Realty or something like that, something very generic. And when I switched over to Two the Twin Cities, it was because I was going all the way in on like revocation. Like I wanted to be in the name. And the other teams are basically called welcome to, welcome to Denver, welcome to Salt Lake City. And because to Denver doesn't make as much sense as to the Twin Cities, I don't know why, but it just sounds very different. And so the, those are super simple stuff, but I think the brand is much more in how I talk, in how I look, in how, yeah, those things, there's certain words that I choose to say. There are a certain, like,

there's a thing that I call like the hook in my video that I think. is I say it pretty much every time. I probably say it in my sleep, but I think so much of that is the brand more so than the name of the company or the logo or anything like that. What is it? Jesse, we need it. Yeah, well, yeah, I mean, it's very specific to me, right? And so I'm, it's how, like I say, how's it going, y'all? My name is Jesse Lynch. I run the hardest working real estate team in the game. We're called To the Twin Cities. And I say you can check out our website, To The Twin Cities.com. But this YouTube channel is all about helping you you find a place to crawl home here in the beautiful twin cities of Minnesota and relocations is what we do

and it's what we do better than anybody else. And so there's more there's more to that. But the how's it going y'all? That's that is branded. I could say like all sorts of things to start what I'm that part of the video. But I choose to be casual like chill, you know, and and like very, very approachable. My name is just Lynch. I'm the hardest working real estate team in the game. Hardest working real estate team in the game, that is a piece of the brand, right? And that's something that I've said for four years now. I used to say, interesting, if anybody's thinking about scaling, I used to say, I'm the hardest working real estate agent in the game.

And then at some point, I had to get team and had to expand out. And I was like, oh, shoot, I've really pigeonholed myself into being the one guy to help these people. And so I slowly shifted to saying, run the hardest working real estate team. And now people expect that, right? when they reach out to us, they understand that I have a team and that there's, it's not just going to be me. Yeah. And then so, hardest working, we're going to say team in the game.

We're called to the Twin Cities. Check the website. But this YouTube channel is all about helping me find a place to call home here in the Twin Cities. And that's very, I just want to be like, that's, and then I say, that's what we do and that's what we do better than anybody else. Because I just don't want there to be any, any doubt of what, what can this person help me with, you know? And it's, if they're there and that's what they need, I'm talking like directly to them.

And I think they're like, okay, cool. And if they can get past the way that I look, my hair, my beard, like tattoos, like being like a long hair, then I think then that stuff should be like, cool. Do I fit into this bucket? I like the look of the guy. Do I fit into the bucket of what he does? I do fit into the bucket. And then it's okay. Then the level of like commitment that those people have, they're like, well, okay, this is my guy.

you know, is clearly solving my problem. Jesse, fun fact for you, I just moved to St. Paul maybe 20 hours ago. Oh. Yep. Yeah.

So even though I'm wearing my little cactus hat representing Tucson, I just moved up here, Lower Town. I guess they don't really call it downtown here. That's not, yeah. Yeah. So with, I kind of want to talk about, well, first I want to mention that because I want to see how we can work together here and, you know, collaborate, you know, do something fun.

And then number two, you mentioned other, you know, expansion teams. You didn't want to, you're scaling, especially YouTube is such a great way to scale your business. How I want to talk like two different routes here. One is the expansion to other cities, you know, like the other cities, YouTube. channels that you have. How did you start that? And a little bit more micro in your own city. How do you phrase it? And what does your, the backside look like when clients book a call with you, maybe expecting to see you, you know, like how does the backend work? I kind of, I want to start with that first. And then we'll go to expansion. So personal, Ali. Allie, I wonder why I'm asking

this. Yeah. That is something that took a bit, right, to figure out and to like get right. And now I think I have it done pretty nicely. But so one of the things is everything in Minnesota, I'm on all those Zoom calls. So, well, most of them. I'm on probably 90% of those Zoom calls unless I like literally can't. And I'm trying to work to where I don't have to be. But now it just seems like retention is there.

And I've done so many of those Zoom calls that I can do them in my sleep. And I think the truth is, I think my understanding of the Metro is, is super valuable in that first Zoom call. And then it sort of gets less valuable after that. So after the first Zoom call, where it's always me and the other agent, whoever is sort of going to be assigned to them, basically. And they, after that, they sort of take over. I might still be involved in like a group chat, but I'm not paying that much attention to it, to be honest. It's just like there if I need to see it. And a little bit for like quality control.

Just sort of be Big Brother a little bit to make sure that things are looking good. And communication is how I want it to be. But the, that stuff, that Zoom call is super important. But then when somebody reaches out, we tell them. So we also say we have a contact form on our website. It takes about 30 seconds to fill out. And that's kind of where we try to steer people to reach out to us through. We also have an email address that we put out there and a phone number, but I hate getting the phone calls because they're, they just hijack my day.

And then the email is cool, but it's, it just takes them more time and they type an essay and then I have. And then I'm like, we're going to talk about all that in the Zoom call, you know, so I'm like, just save yourself the essay and we'll just chat about it. And so the first, the first email is, is pretty simple. So they connect with us on the website. It comes through. We use a Wix website, by the way. It's nothing crazy. And it comes through.

We get that email. We say basically, thanks for reaching out. We'd love to help you with this. A great next step would be to hop on a Zoom call. And by the way, we. I'm saying the word we all throughout that email. Right. So if somebody isn't picking up that there's like a team by that point,

I don't know what to tell you. You know, I'm using a plural. And it's like that, that's, again, the goal very much is to set the tone of this will be this will be not just jess and and the huge majority of people are super okay with that and so then we say the next best step is to schedule a zoom call and then i use calenly to to schedule all that stuff and i'm yeah i'm definitely a fan of of calenly it definitely simplifies things for me quite a bit and i'm i don't i think i still have it like in the description of some videos, but not many people use that.

I think every now and then they do. But yeah, it's been, it's also been nice to sort of create a second level of, of like questions that we can ask leading into it. The first contact form, super, super generic name, phone number, email address. I think I say like current city, which again is a little bit of branding, relocation. And then, and then it's just like any more information that you find helpful. And some people don't put any. And then in the calendar,

it's kind of similar stuff, name, phone number, email, but then budget. Oh, we also asked, by the way, yeah, we also asked, are you going to buy, sell, or rent, or are you hoping to buy?

Because we can't really help renters. There's not really a place for rental agents in Minnesota. So that has been a massive sort of screen that it took me years to think about doing that I should, I should ask if people are trying to rent because then I would do like hour long Zoom calls with people and I'd be like, shoot, they're going to, they're renters, you know, so there aren't really my clients. I'm just like talking with these people for kind of, you know, just. We've all been there. Yeah. And and yeah. And so if they say rent, then we have another email that we send out that's, hey, sorry, we don't do, you know, we can't really help with rentals. Here are some resources for you to try to be helpful, you know, not their fault, you know, that's, hey, sorry. We don't do. You know, we can't really help with rentals. You know, that's not their fault, you know, that's.

They don't know that, but maybe we can be helpful. And yeah, then, then, you know, it auto-populates the Zoom call. I, like, add agents onto those Zoom calls. I also can ask budget in there, so which has been helpful. Depending on, you know, there are certain agents who I would be a little more inclined to give big budget clients, you know. So that's been, that's been nice to have to be able to filter out accordingly. But yeah. And then I think is that, that's kind of.

what you're thinking back end? Yeah, definitely, definitely. Because very similar to how I do it. My call to action in my videos is if you want more, if you are, if you know that you're, if you know, I learned this too late. If you know that you're moving to Tucson, Arizona, book a call using the link below. And that just goes straight to the Calumly. I can no longer be at every single one. So I just add like you do. I add someone else to the Calumly. It's recorded on my end. So if client says, you know, there was, if there's ever any issue or if it's a good thing, you know, like I have the Cal & Lee's recorded or the Zoom calls rather recorded. If it's somebody with the higher budget, I'll add our luxury specialists in Tucson.

So look, I kind of pick and choose who do I think is going to be the best fit. And so far, so good. But so like my call to action throughout my videos is book a call using the link below. Book a call using the link below. Yeah, people still text me. People still. I hope they don't email me if they have. I'm sure they have. I don't see it.

Oh, God, at least email. You'll never get a response. I'm in there sometimes. Yeah. But I'm curious as to what your calendar questions are. Because I have the budget on there with a little radio buttons up this to this or, you know, a million plus, 200 to 350. You know, what's the address of the house that you're selling if you're selling as well? Do you really have an agent?

But yeah, I'm curious to see what your questions are. I think you have more than me. I only, I think I have budget. Yeah, budget where they're coming from, phone number, name, stuff like that. And yeah, and I'm not, I like the idea, actually, now that you're talking about. I like the idea of adding a few more, you know, the do you have a house to sell, stuff like that. But I don't know, I guess kind of my thought is always, we're going to talk about that anyway, but in the Zoom call, but maybe it could cut down on the length of, I do long Zoom calls

people do. They're pretty freaking long. And, you know, I don't know. It's I, I, I believe. How long are we talking? Hour and a half. Oh, wow. Okay. Holy shit. Yeah. Yeah. Pretty, pretty consistently. Yeah. And I think it helped with client retention because it's, and it's also, keep in mind, it's probably my biggest injection into that relationship, right? So it's, let me just be really helpful for an hour and a half and really get these people. on track and then I think the success rate is higher. I'm sure there are agents on my team who can very successfully do the same thing. But there's a weird, you know, I think even with all the language that I've included, I think people can still have a little bit of a bait and switch feel

where they thought they're going to work with me and then now they're just like working with Steve and they're like, I mean, I guess I've seen them a few times, which by the way, side note, if you have agents on your team who are going to help people, I believe in putting them in your videos. And I think then they become a character on your video. If you're like the, I'm very much like the workhorse and I put, I do most of the videos as far as me being in it. I do have a B-roll guy, Paul. And if I just want to get a video done, I just do it alone. Like, yeah, I'm just like, let me just go out there and get this video shot. Or if it's really complicated, like having to schedule with somebody else is, is like too frustrating. And, but there are a lot of videos. And,

where I'm like, cool, I can have these agents join me. They're on the channel. And then we also do a podcast where we interview past clients. And so that has, yeah, and that's been, when people are really serious about movement, it seems like they watch the podcast. When people are dabbling, they watch the main channel. And, and yeah. And so then whatever agent helped the client that we're chatting with, they will be on the podcast with me.

So like on the host, they'll be my co-host for that particular episode. And yeah, it sort of, again, creates the care, makes them a character within the team, within the channel, within the content. But then also the podcast is a pretty cool hour long review of us, you know, even though we're not just so hard we do, you know, but these people are on a podcast with us. We probably did a pretty good job for them. That is brilliant. And an interesting thing, again, sort of built into the. brand is we've tried to make it fun as fun as possible as fun as like a podcast about relocation could possibly be and and now people who are helping are will say things like I want I want to be on

the podcast and so it's become like this you know this other thing to add on of yeah we will not only help you you get to hang out with the people that you've been like watching for a long time and we're not good we're not just good at what we do but then you can have like this like cool thing at the end of it. And yeah, I don't know. It's been cool. And another side benefit of the podcast is that then you have to reach out to clients and say, hey, could you be on this?

And we've gotten listings out of it where they're like, hey, actually, we're moving back. Or now we're moving. You know, I had a guy who like within a year of living here was like, I got to move to Reno for a job. And it was like, oh, okay. So then we sold his house, you know. And but it's just like another little like way to very organically be in contact with people. I have a bit of a, I don't know, I really have a hard time with what I think are like the very cheesy.

To me, you know, contact points, you know, the, oh, just checking in. I was in the neighborhood. I thought I'd say hi. I have a really hard time with that. It doesn't feel natural to me. But this really does. It feels, hey, here's this thing. We think it's helpful to other people.

Would you be interested? And then I think people are much more down. And then, yeah, even if they're not down for the podcast, they might have a house to sell or a friend who wants our help or something like that. That is so cool. I'm glad that you mentioned that. Okay, so that answers the first part of that, like the behind the scenes, what does it look like for the start of the sales funnel?

With the expansion in other cities, how did that start? And what does that look like now? Yeah, so the probably, I don't know, two years ago, maybe a little bit more than that at this point, I just saw how well what I was doing was working. And I kind of had all these really great systems in place. And I thought, let me see if I can do this in another market. And so I went to Denver, was the first one I went to. And I didn't know exactly how I would pull it off. I think after some consideration, I realized basically all I needed was like a referral partner who was.

interested in being on the videos a little bit and who was good and and frankly who would want to be like part of a team even though it's not like a very official team you know it's like a lot of my referral partners are i think all of them actually now are not at my same brokerage i'm trying to i'm trying to change that but yeah they're like at different parent companies you know and so but it doesn't matter. The most annoying part is like tracking down the money. It's a little bit, you know, different. But the, I don't really care, you know, about about that. The, if they're, if they do a good job and take care of the people and also kind of have a vibe that works with mine to where people, it's not like a real, you know, hand off to somebody who's just not at all their

seed, you know, that would be, I would feel pretty weird about that. So it's been, it's been interesting. It's definitely a bit of a challenge to, to keep good people in on that, right, to where, and to also manage it, because you're not really managing it, right? You're, they're, they're not technically on my team necessarily. And so I, and I also don't even know, I'm not licensed in those states, but it's a pretty beautiful. thing, though, to not have to be licensed, to not have to have an office, to just be able to go out there, which is what we do, basically, maybe two, three, maybe four times a year, we'll go out to those markets for a week or 10 days or something like that and just get after it and just

shoot a ton of videos. In 10 days, we can probably do 20 videos, which is then five months of content if we're doing once once a week. And, you know, it's pretty exhausting. It costs a lot of money to get out there. But then my costs are relatively low. Like once after that, it's okay, I have an editor, you know, who helps me edit everything. I have multiple people sort of editing and all that. So I have sort of the crew in the background who can help me with all of the assets once

they're done. And I have my dude Paul who does B-roll for me, which. which was actually why I hired Paul, because I was like, I need, if I can be out there less often and get more done, that would be really great. And so I found a person, I was thinking I would just hire somebody to do B-roll in each one of those markets. But then after looking at it, I hired him and you're like, well, let's try this out. I think we were like, let's give this six months and see how this works. And now he's worked for me for a couple of years. But it's, yeah, the sort of creating that content machine to where like we go out and we just get after it.

And then we don't have to necessarily think about it too much for a while. And then I also don't have to be like away from home or away from my Minnesota team for like forever. You know, because there's that the Minnesota team is much more like normal team. It's a much more like standard setup where like you have an office and we have agents who show up. and, you know, and all that. But the other ones are just different. So, okay, so you chose other cities, whether you are, well, I guess did you choose these other cities because you liked the city or you already had a referral partner that

you trusted there? Because I like the city. And I didn't know anybody. Yeah. Okay, cool. So you go out, you scope out some cool agents. Brokerage agnostic doesn't matter where as long as they match your vibe, which all together goes back to your brand.

So you get clients coming in. Are you in, is it the same type of funnel? Like the call in the county link below or whatever it is. And then you're not in that count or you're not in that Zoom call, right? The initial one? Correct. Are you in the group chat? No.

Okay. Yeah. Yeah. Okay. And then so you connect the two. They meet with someone. That's where you use a lot of we. Like we will help you out.

and then boom, they book a call with Jake, and then Jake takes something about the whole transaction. And so on the back end, you're kind of just checking in, be like, hey, how are things going with the client? Yeah, pretty much. Yeah. And that's been an interesting, you know, I'm sure that my lack of oversight has lost me some money,

but it's why I don't have the time necessarily to super oversee it. So it's more of a more of a try this and see how it works. And if it doesn't, then move on to maybe somebody else. or some slightly different, you know, method or something like that. And yeah, I think the one thing that actually I should do, like from an operation standpoint, the one thing that is sort of like on my list is to oversee or to say this is make like sort of make a franchise out of the process, right, to be like, if you are going to help these clients, this is how this goes.

This is what the Zoom call looks like, you know? And then this is what we do from there. And this is like what I expect out of you. Rather than just here's a client, you want to take them, do your thing. I think if I can make it to where it's like they have to, maybe I'll have to, but hey, this works and this is why we do it this way. That's, I think that it's probably the next step for me with with those things. And it's something that I've been sort of actually working out with my like newer YouTube

channel is actually making videos that are like they face the whole world but they're like usable for the agents on my team i so i'm i'm in such a similar position i mean you know because i've been doing that same thing but in tucson and now i no longer live in tucson so like we're we're in the same boat i love it have you heard of jackson wilkie yes okay yeah so similar kind of similar to what he did as well like where he started out out in oregon or somewhere and like now he has channels everywhere. I don't know how he does it on the back end. We should probably get him on the podcast. But yeah, that's so interesting. So, okay, splits. When you, being that you have you and your, your crew, you're flying out to Denver, you're, for 10 days, you're making 20 videos that last like

months. What does this, I mean, you put a lot of upwork, upfront work into it. What does a split look like with the referring agents? Yeah, it's the same thing as what I do for my, my local agents, which is if I give them a lead, it's 50-50. Because, you know, I'm a believer, the hardest part is getting the client. And so if, and not only that, but like my financial input to get the client is much higher than theirs. It's even higher than theirs to get the client to the finish line most of the time, you know. I understand gas and time and time and all that, but like mine's gas and time and flight and hotel, you know, or Airbnb or whatever. But yeah, the 50-50, with the referral partners, they keep 100% of their own clients,

you know, of their own, there's no split with like their own clients. I would, something that I'm sort of trying to work toward is creating more of these expansion style teams where they are true teams because I'm at Real Broker now, which is now, like kind of a national thing so I can actually have. I have now a guy from Colorado on my team technically. And that's a really nice thing that I didn't have at my previous brokerage. So to sort of be able to create more expansion teams that operate that way, where I have all these systems and I'll basically either I'll show up and do it and that'll be the split or you do it.

And I'll tell you exactly how to do it. and I have all the backend for editing and SEO and thumbnails and stuff like that. And that would probably be, if we don't ever go to the market, like if I started one in Tucson and it was an agent who just wanted to do all their own things, that split would look a little. It would look different because if I never have to go to Tucson, it's, that's not fair, right? Then my expenses are lower, but you can still benefit from like the systems that I have in place. And like the talent, frankly, like the talent that I've acquired over time for from, from other people, you know, other creatives who help me with editing and stuff like that, because that's hard to do.

It's hard to find. Definitely, definitely. And it's also hard to find somebody that even if you refer to another city, that's going to remain consistent with following up on the videos, you know? Okay. What does the future look like for you? You know, what does five years look like? Yeah, that really good question, something I think about a lot.

I think about, I would love to do, I'd love to be much more like national, right? And I'm like, I'm in a bit of a spot where I'm like, cool, I have these markets, they work. But I'd love for it to be almost completely national, you know, and I've even dabbled with the idea. I have not actually put anything out, but of then trying to create like a parent to everything that I'm doing, which is, which would be. a national brand. So like I've welcomed to Tennessee, I've welcome to Denver, but maybe like welcome to the US or something like that, where it's like helping international relocation. But I think the build out for that

to actually be helpful will be insane. You know, so I would need a much bigger network, but I think it could be done. You know, and then and then it would be interesting. I don't know what it would look like. Would I be making videos for that channel? Would I would all of the teams would agents from all of these teams be making videos for that? I'm not totally sure what that would look like

but that's kind of pie in the sky you know if I can shoot really, really high. Which we're excited to see. Thank you. We'll be standing by watching your every move. Thank you. Allie, were you going to say something?

Yeah, but I forgot because now I'm focused on watching Jesse's every move. That's cool. Yeah. I remember what I was going to say. Yes, please. I feel like there are always going to be agents that just the actual process of just giving a client.

And I love the process of like from beginning of the client that first call driving them like and the actual in the weeds of what it is to be a real estate agent. And then there are other agents in the business that are more so like how do I just the prospecting, you know, the lead generating. And I feel like that's where the. the three of us are. And so like we work hand in hand. There's not there's no one that's better. You find the right people to take them like to the finish line to take the client to the finish line. And it's like the perfect the perfect partnership. You know, like I don't like driving. So I don't like opening doors.

I don't even like looking at houses. You know, like I get a lot of agents that come that that are interested in being an agent. They're like, hey, I really want to be an agent. I'm like, awesome. Why? They're like, well, I really love looking at houses. And I'm like, that is maybe 2% of what you're going to be doing. You know, like at that point, maybe go into architecture or something else. But that's what a lot of people, of course, TV, mainstream media, that's what they show. Oh, looking at houses, real estate Asian is going to be up your alley. And no, that's so far from the truth.

Wow. Okay, I kind of just want to rant on a rant there. I want to head to the wrap up questions. What is, but also making it a little bit more back to like branding and like, YouTube and Jesse Lynch. What is, where do you get your resources from, your inspiration from? I'm adding this completely out of the cuff. I suppose I would say a lot of it's, a lot of its YouTube, a lot of its audio books,

a lot of its podcasts. And also so much of my brand is trying to just be genuine and sort of like make it to where there is no, there's no personality bait and switch to where when somebody reaches out, they're like, oh, you're the same guy. as you are on YouTube. And most people say that. They're like, oh, cool. You are the same guy, you know?

And I'm like, well, yeah, it'd be much harder to, like, pretend all the time and then have to pretend when I'm with a client. And maybe I'm like a slightly more, like, enthusiastic version of myself on YouTube because it would be weird if I was, like, super, super chill all the time, I think, you know, on a YouTube video, which I'm a pretty chill dude. or if I was like real spacey, you know, or like flighty or like thinking about too many things. Well, that wouldn't work on YouTube.

That is how I am. I'm thinking about a thousand things all the time and I get caught in my head, but that wouldn't work on YouTube. So it's, I'm a version of myself, a really authentic version of myself that works really well on YouTube.

But then, so then as far as influences, a lot of its YouTube, I watch a lot of like filmmaker YouTube, and that's been something that I've watched for a long time. Like the Casey Nystads of the world, Peter McKinnon, Maddie Hapoya, Becky and Chris, whatever, stuff like that.

And then I think I'm also like a big podcast fan, like comedy podcasts. I listen to a lot of that. I don't know how much that influences me other than there are certain phrases that I probably say now that I didn't say before I started listening to podcasts. And then I do listen to a good bit of people like Gary V on YouTube where they're just people who are.

are sort of at the forefront, doing stuff at a really high level. And sometimes what I watch from Gary B is, I'm not even like listening to what he's saying. I'm like understanding like the production of how he's putting things together. Like I'm looking at it from like from like behind the camera. And I'm like, all right, like this isn't that complicated of a video, but it works. You know, like why does this video work?

And and that. And then I don't know, a lot of a lot of audio books, different, different marketing books. there's one called, let's say it's called, oh, it's called Zag, I think. It's by a guy named Marty Newmire. He's a really good author on branding. And anything that he's written, I think, is really, really interesting. And some of it's sort of story-based, where I'm telling you a story about a guy who's building a company and struggling with branding and all that stuff. And so it's a little more listenable, I think, or readable, if you will, than if it was just like, these

are the pillars of branding. You know, I think that can get a little bit boring. But yeah, I'm listening to a 34 hour long audio book on. On Jesus Christ. Yeah. Yeah. Jandi Rockefeller. And it's, it's been interesting, you know, just to hear really, really early stages of his life. And I'm not that far in, but I'm super, super interested. But it's just so long. It's, it has to be, you know, over time. And yeah. But I I don't know. I'm just always trying to to pay attention to the people who are doing things similar to me, even if it's different industry entirely and doing it at a high level. Yeah, I would say I started my YouTube channel to help real estate agents. And a lot of it, there's not really that much real estate content out there that is how I would like it to be. It's not, it's, it's very different than the stuff that I would actually watch. like real estate brain or like entertainment brain and I'm kind of like can it be both. I think maybe Ryan Sarehan is like a good example of a dude on YouTube who's doing entertainment and also sort of

like agent education in a somewhat compelling way, whether or not he's like a perfect model for what I'm doing. It's like he's doing that in a way that not too many people are. But yeah. Totally. Okay. Jesse, what events are you going to? to in the next 12 months. That's a good question. What events am I going to? I don't know if I'm going to any real estate events currently. Let's not say I won't. I don't know. A lot of my, a lot of my next 12 months is sort of focused on when am I going to those markets. And then if I'm going on vacation, I can't, I don't know if I'm going to, I don't know if there's any event that I have on my schedule right now. Vacation is a good event, especially since you are the hardest working

real estate agent and team leader and all the things. So take a vacation, Darcy. But before you do, let people know how we, as an Allie and I, and the listeners, can help you in your business. I suppose a great one would be a few things that I am really hoping to do and sort of growing my business are add those expansion teams. So any agent who's in a market who is very, who wants to do YouTube, who likes the idea of it, but also maybe feels it's super daunting because it is and wants to know that what they're

doing is the right things. I'd love to start expansion team and sort of talk with people about what that would look like, you know, and how we can support them in that. That would be huge. And then of course, like, if you have a referral in any of those markets, we'd be happy to take care of them. And everybody who I'm working with is our killers. They're really, really good. And it's taken a while to arrive at that, but I have really good people that I'm working with. I love that. The 30 seconds. Yeah. The 30 seconds thing helps me because I'm like, this is going to take me like 31 seconds. I don't have the time for it. Yeah. All right. Awesome. Jesse, thank you so much for coming on the show. Listeners, again, you can find the golden nugget

on the agent goldmine.com. Reach out to Jesse if you're interested in YouTube and partners. up with someone who is who loves lead generating and you love closing so reach out to jesse jessie thank you so much and be a bro and share this show sweet thanks y'all very very good to talk with you and yeah we can grab copy or something really