KGCI: Real Estate on Air - Personal Branding: Become the Real Estate Agent Everyone Knows

Starting point is 00:00:00 You guys, Erica, call it authentic. We call it honest. People who know me online, they know the real me. You will learn and become competent by being consistent, and you will become confident by being competent and consistent. This is KGCI Real Estate on Air Live, your weekly deep dive into the strategies, trends, and tools, shaping the real estate industry,

Starting point is 00:00:26 from market updates to actionable strategies and exclusive interviews with top 80s. We are here to unlock your full potential and help you thrive. Thousands of agents trust KGCI every week. Now it's your turn. Let's go live. Here's Ian Wheatley. Hey, good morning.

Starting point is 00:00:43 Well, in a crowded market, the agents who win aren't just good at real estate. They're the ones who know everyone, right? But with so many platforms, so much noise and so little time, how do you build a brand that actually breaks through? Too many agents often waste energy chasing trends or copying others only to stay invisible in their own community. That's why this week on Real Estate on air live, I am unpacking what it really takes to build a personal brand that makes you unforgettable. From the social strategy and story-based marketing to the small daily moves that earn trust and drive referrals, I've pulled in a big team of top-producing agents and social media influencers,

Starting point is 00:01:23 including Go-Go Bethke, Tina Belvo and Sarah DeLansig, who shared that it's not about being viral. It's about being honest and consistent in whatever you do. And that's coming up in less than five minutes. Plus, what happens when the government proposes slashing housing support by 30% while mortgage demand spikes double digits overnight? You might be thinking, how does this actually impact me as a working agent? Well, let's find out now. It's time for housing headlines on real estate on air live. So the Trump administration is proposing in its 2026 budget for a nearly 30% cut to HUD,

Starting point is 00:01:59 dropping from a $72 billion budget this year to $43 billion next year. And at a recent House subcommittee hearing, Housing Secretary Scott Turner defended the proposal. We cannot keep running the same plays that are causing Americans to lose. It's time to run new plays and get a new playbook. And this budget, the president's fiscal year, 2026, is indeed that new playbook. But the reaction, primarily from Democratic lawmakers, far from supportive Congresswoman Bonnie in Coleman in New Jersey fired back calling the proposal devastating. I don't think you're refocusing.

Starting point is 00:02:34 I think you're devastating. And this is a ludicrous proposal. Well, Representative Mike Quigley of Illinois was even more blunt. No reform measures are going to be able to allow us to cut HUD by 50% and not have our most vulnerable people on the street. Needless to say, I'll be keeping an eye on how this budget fight unfolds and what it could mean for housing assistance programs going into 2026. But, you know, when funding programs like HUD get gutted

Starting point is 00:03:05 and lending standards shift in real time, it will absolutely impact our clients, especially those first-time homebuyers or those renters right on the edge of home ownership. And I know that I've been sharing a little bit more urgency this week with my clients looking to take advantage of some of those HUD-supported programs. There's also good news on the mortgage front. After three weeks of decline, mortgage demand bounced back

Starting point is 00:03:27 in a big way. Overall, mortgage applications rose 12.5% last week, marking the highest level in over a month with purchase applications jumping 10% for the week, now up 20% year over year, and refinance activity climbing 16% week over week. That's a 28% gain from this time last year. And that is a lot of numbers from the Mortgage Bankers Association there, who also had another report that shows that mortgage credit availability. That's how easy it is to qualify, just hit its high. highest level in almost three years. So agents, what does this mean for us? It means that buyers have woken back up and lenders are loosening the grip. And with purchase applications of 20% year over year and mortgage credit availability at a three year high, this is a big cue in a big way

Starting point is 00:04:14 to reengage cold leads, refresh pre-approvals, and check in with those fensiters who may now qualify. Also, if you are not actively talking with your lender partners this week, you're probably missing a big opportunity to ride the wave before rates or inventory, go shifting on us again. And that's to check to your housing headlines on real estate on air live. I'm Ian Wheatley. Branding isn't your logo. Branding isn't your headshot. Branding is what people feel when they hear your name. It's what they say about you when you're not around. Today I'm bringing you some real stories from top producing agents who became known not by chasing followers, but by showing up with consistency, confidence, and personality. And if you've ever wondered how to build a brand that

Starting point is 00:05:06 actually sticks, you're going to want to stick around. These voices are proof that it's not about being loud. It's about being you everywhere you are. First up, we chat with Tina Belvo. She didn't wait for a perfect brand package or social media strategy. She started out with what she had, a Facebook profile. And over time, that small decision turned into something powerful. A trusted presence rooted in real stories and real service. Here's how she found her voice, built her community, and started showing up consistently. People who know me online know me.

Starting point is 00:05:41 They know the real me. Like, there's certain things I don't share. But like for me, that was a path that made sense. So I think part of what I tell people with figuring out, like, their social media voice is like there's this mix of like you have to get real with yourself of like, what am I willing to do? Because I don't create a social media plan where you know. that you're never going to share or that you're never, you know what I mean, about yourself.

Starting point is 00:06:03 Right. And then you have to start pushing the edge of what you're comfortable with and just put yourself out there a little more and a little more. And I think that's what I did organically. And it was not like easy. I'm sure it was bumpy. I probably can't remember half of what was hard about it. But I just kept going.

Starting point is 00:06:18 I kept sharing. And also I love Facebook. Like I and it's, we'll talk about Instagram in a minute, but that's like the platform where actually I love it less and less. less, but like it's a place now where I have such like such a, like I feel like it's changed a lot even just in the last few months. But like, that's where all my real connections are, people who actually know me and I know them and we've probably met, whereas Instagram is so much more of like a persona. So I feel so my advice is if you're listening to this, like where do you like to

Starting point is 00:06:49 spend time? Like people will come to me and be like, I need to start Instagram. And I'm like, yeah, like, but I went on your Facebook and you've like hundreds of friends in your town. Like, don't sleep on that unless you just hate it there and don't want to log in and look around, in which case, fine, like find somewhere else. But it's just like self-assess a little bit, and you'll start to see threads of what could make sense for you to just start pushing yourself and being more strategic and more consistent, more honest. Next, we turn to Go-Go Bethke, known across the real estate industry is the queen of social media. But Go-Go-Go didn't build her brand with polish. She built it with honesty. She shows up, speaks her mind,

Starting point is 00:07:28 and she magnetizes the people who relate. And here's how she became the agent her audience couldn't forget. I'm going to open it right up with, why do you think social media is a powerful tool for real estate agents? Oh my gosh, because everybody and their mother and their grandmother is on there, right? So you can reach people, right? Like you can get an audience, you can create like your own little reality show. You can take them as far or as not far into your life that you feel.

Starting point is 00:07:58 comfortable with, right? And also, most importantly, because over time, you earn people's trust, right? And when you earn their trust, they will do business with you no matter what. So I don't have to negotiate my commissions. I don't have to convince and back people to work with me. Like, they're little. You're like, hey, go, go, do you have a baby? So we need a bigger house. Do you think you could help us? I know you're so busy. Like, literally they raise their hand and they're like beg me to work with them. Right. So it's just a different experience. You also get to cultivate your people. right versus having worked with some random person that the zillos of the world sent you that you have nothing in common with them right so what happens when it comes to social media when you put your

Starting point is 00:08:37 content out there and your content might be like let me share a couple things about me so it helps you understand of who your people are who my people are so for example i'm a foreigner i'm hungarian from Romania i speak multiple languages so i have a whole audience of people who follow me because they're also immigrants right so we have that in common i'm a mom of two boys right so now i have all the moms of two boys, we have that in common. I have a furry daughter and her name is Charlie and she's a bulldog. So now I get people who have bulldogs and they love bulldogs and I love bulldogs. So now we have that incoming, right? I could continue and now I live in Florida, but I used to live in Michigan. So I have, you know, the Michigan people and now I have the Florida people.

Starting point is 00:09:15 And now these people can come on the journey with me, right? So you don't have to like be in a certain phase of your life. Like people that said, then I was friends with when our kids were in kindergarten and together. I can still be in their world, even though I'm not in their vicinity. I don't live in Michigan anymore, right? But we have known each other all the time. I can still be and stay in front of them no matter where my life takes me. So think of it as your social media, is that your audience. And you get to build it without borders. So you can have followers from India. You can have followers from Kentucky. There's no location tied to it. And especially if you're an agent with the brokerage like AXP, where we get to do agent attraction, where agents can join us, no matter where

Starting point is 00:09:54 they are located, having a platform where you have no location. Now, personal branding isn't just about posting online. It's also about how you show up offline. And Sarah DeLansig explains how follow-up done with heart and humility keeps Sir Brand alive in her sphere. And spoiler, it's not about newsletters. It's all about being real. Yeah, so you've got to keep it casual and relational, like no matter what, right?

Starting point is 00:10:22 I prefer video texting with that because then you can actually like, hey, you know, hey, Ian, it's Sarah. It's been a while. Just want to see what you're up to. And then whatever the reason is that you're reaching out. Like, hey, I actually sold a home in your area and I just was thinking of you and just want to see what you're up to you, right? So that's kind of how I would recommend it.

Starting point is 00:10:46 When you're doing sphere of influence stuff, you should absolutely be the one following up. If you know these people and they're a part of your life, make a video, take some time. They'll feel appreciated. And especially if like whatever your reason is to follow up with them, then make it so that that's like kind of buried in it. It's not your forefront. And if you really care about these people, then you shouldn't just be trying to get them to work with you anyway.

Starting point is 00:11:12 Right. Right. I have a conversation. And then that naturally like people that are good people are naturally going to ask you about your career. One of the things you can also do is, like, ask them, hey, what are you doing for work nowadays? And then they're automatically going to feel obligated to ask you back what you do. And then you could bring it up if they don't already know that you're in real estate, right?

Starting point is 00:11:30 Got it. Now, what's the balance between personal and professional type of a conversation in that SOI follow-up? Well, I mean, it depends on your relationship with the person, right? Are you guys hanging out every weekend? Or are you, is it a sphere of influence? you sold them a home before, but you don't invite these people to your birthday party, right? Like that just depends on that, which all of this stuff is kind of like, you know, you just kind of got to gauge, like what makes sense? Obviously, you're not going to, you know, throw shade on

Starting point is 00:12:05 something and, you know, that nobody knows what you're talking about. So you got to, you got to have the conversations that makes sense for the person that you're talking to. Remember when Tina Belovost said that it was her Facebook profile that started at all? Well, it was over time her presence grew, and then she started leaning into Instagram. And she didn't just gain followers. She built credibility that opened new doors. Yeah. And I love what you said about, like, being known where you go.

Starting point is 00:12:31 And that has happened for me. I didn't set out for that, but it brings me so much credibility and so much opportunity to be known in the spaces that people know me locally and also, like, on the agent stage and things that I've done. And I think Instagram is a place where, it really helped me expand on exactly that. And I think in 2019 or early 2020, I was sitting at like 2,000 followers, mostly people I knew and like whatever, just some random people that followed me over that time. And my Instagram had been like okay at that point, but there wasn't like a real growth strategy.

Starting point is 00:13:07 So basically I made a decision that I wanted to increase my follower count. You can't be unforgettable if nobody sees your face. Now go go, Go, Befki makes it clear that if you want people to choose you, they must recognize you, and here's how she makes sure that they recognize her. Okay, so as for content, I would recommend that 90% of the time

Starting point is 00:13:29 you have to be in the pictures and videos. Okay. Because what are we really selling? Are we selling the house, or are we selling ourselves and our services? Because can that house be sold by, I don't know, 2.4 other million realtors?

Starting point is 00:13:45 Yes. So the end of the you're selling go-go and go-go services right so I'm selling I want you to pick me as your realtor I know you can pick 40,000 other ones in the state of Michigan but I want you to pick me in order for that to be a me you have to be in the pictures and the videos right not only have to have brand recognition which is your name right you also have to have face recognition so when you go into the grocery store when you go to a concert when you go to I don't know bonfire at your best friend's house and the people are like aren't you go-go-chuk that sales of real estate?

Starting point is 00:14:18 Yes, I did my job. You know my name, you know what I do. So that means now you can Google me. Okay, so you have to be in the pictures and in the videos because in the end of the day, you don't sell houses. You sell yourself and your services. Okay. So that.

Starting point is 00:14:34 As for what type of content to create, I recommend the shorter. So how do you keep that brand alive even when life gets messy? Well, Tina used Facebook groups to stay connected with her past clients and farm areas. building digital spaces that felt like a community, not ads. I look for the wave and I ride it. Or sometimes I strong arm my way to solve a problem. So the client group was a strong arm because COVID happened. I was just rebooting my team after going through the worst,

Starting point is 00:15:03 kind of most tumultuous period of my career at that point. And I was rebooting my business. I was re-engaging a database that I had not been in touch with because I'd spent four years in brokerage leadership instead. And I had this great plan to like do all the things. I was going to have like a relaunch party, this, that. And then COVID happened. And then I was like, oh my God, like what am I going to do?

Starting point is 00:15:23 What am I going to do? And then it hit me like, I want to start a Facebook group for my clients because I do love hang. And groups are where it's at. Like anyone listening to this, if you're a mom, you know like mom's groups on Facebook. They're amazing. Like the info, the level of information and resources that we share with each other is so cool. So like I have such an appreciation for that.

Starting point is 00:15:43 the power of groups because they're like a whole different setting. They're not performative. They're like actual connection, resource sharing, information sharing. So I was like, all right, I'm going to launch a Facebook group from my past clients and like my advocates and the people that support me a lot. I had a lot of concerns. Is it going to work? Is it not? And I launched it and it was really impactful. And it's still there. It's not like the same focus for me at this point because it's been years and we're back to like having appreciation events and seeing people. but it's there. And I have clients that post in there every month. They're always looking for contractor referrals. And it's this like great spot where they can reach me and feel a connection

Starting point is 00:16:24 to me. But I'm not individually calling them or being like, hey, do you need anything? Which is like such a good idea. But I am at a point in my career where I am too busy for that. Like I am obsessed with figuring out how to get people to come to me. And then I can respond to whatever they need. And that also gives me a lot of purpose to be like a hub for people. So the group is like a way of it's like a funnel, but not in the way we think of marketing funnels. Like for me, it's like like a real magnet. And having people understand that like the connections and knowledge that I have is

Starting point is 00:16:58 incredibly valuable. And for them to perceive that like staying in relationship with me being loyal to me, referring me affords them the opportunity to have access to a lot of knowledge and people that you just wouldn't have without that. I obviously feel very passionate about this. So that's, that's my client group. And then at the same time, I had started a geographic focus group in 2015 when I was really going hard with traditional farming in my area. And then it sat dormant with 200 people for five years. And then COVID happened and the group just started growing. I didn't even notice at first. I had like unfollowed my own group because like it was empty. It was completely dormant. And I noticed it was

Starting point is 00:17:40 growing and I was like busy getting my other group off the ground. And I'm really a big believer in like I get a project to where I feel like maybe it's not done, but like I need to finish this before I start that. And like that takes discipline, but I've learned the hard way that it needs to be that way. So once my client group was at a point where I felt like, all right, like I've got this in hand. I'm in maintenance mode. I started to pay more attention to my digital group, my geographic group. And now we have 10,000 members. It's brought me. probably $15 million in closings over the last four years, which is like awesome. It's not like life changing for my team, but it's all in my niche.

Starting point is 00:18:21 It's all at a great price point. It's all part of the overall brand growth and where I want to be and what I want to be known for. I'm like the unofficial mayor of my little like, it's like a zip code. It's so funny. It's not even a town. It's just this area that like did not have a Facebook group and didn't really have a brand. as an area.

Starting point is 00:18:41 Okay. And it's an incredibly valuable group. So I do all these different creative things in there to collect contact info and build my email list and grow my database. I run giveaways. I have all kinds of posts that I do. I have two people who moderate it for me as volunteers. Like it is a system.

Starting point is 00:19:01 So yeah, I have a whole course on how to build a group like mine. Yeah. How does one take that course, Tina Bala? I mean, you can go to Tina Belavow.com and find all of my courses. So I call it like generate your dream leads with a digital geographic farm, a little bit of a mouthful. But that's exactly what it is. And there's so much upside.

Starting point is 00:19:28 Like you can build a Facebook group from anywhere. You can schedule your posts two months out at a time. It's so leveraged. Yeah. And it's, nothing's easy. but it's way easier than a lot of other things I've done at other phases in my career to lead generate and network. Now, Sarah takes us even deeper into the power of follow-up, especially with cold and slow-to-convert leads. Why does it matter? Because when they're finally ready to move, they remember the one person who never disappear.

Starting point is 00:19:58 Trying to make sure that they got whatever they requested. Instead of just being like, can I help you, you know, do you have, you know, just jumping right in and acting like they're ready to buy or sell, right? that's that's my approach but also giving them that option where you're like that's playing with fire like saying hey you can say stop when they feel like they're in control of the situation they tend to not ask to be get taken out of it because they kind of like the reminder okay you know what I'm not ready now but this person's going to call me again in a week or again in a month and then I'm going to be you know and then maybe I'll be ready then they kind of like the reminder and I think that's what happened with the lady that I brought up. So giving them some kind of sense of control,

Starting point is 00:20:42 but also giving them a no like and trust factor where you sound authentic. You don't sound like someone that they don't want to work with, you know. I think that's why it's crucial for me and my business, why I'm in the United States and I hire here and I make calls here and I have my license. And so I understand the amount that it takes to convert a lead. I understand the money and time and effort and energy that it takes to convert a lead. Now, what's one of the biggest brand killers? It's often fear of judgment. And Gogh lays it down for us.

Starting point is 00:21:20 She's not performing for likes. She's showing up for her people. And if you've ever worried about what your neighbor might think of your content, this is the mindset reset you need to hear. You guys, Erica call it authentic. We call it honest. Honest. I say it as I see it there's no sugar coating I'm not here to lie to you like don't

Starting point is 00:21:44 ask how the genes look on you because I'm going to tell you the truth if they look great they look great if they don't I'm going to tell you they don't maybe you should switch out of them right so being from Eastern Europe you're very like you're just raised like this like when you meet Eastern Europeans we're all like this like oh my gosh you guys are so blunt yeah they call it blunt in America because you guys are used to pretty much lying to each other than sugar coding things because you don't want to hurt their feelings but it's still the truth. You still think it, you just don't say it.

Starting point is 00:22:12 That's the only difference. So I pretty much say what I think. Yeah. My husband always is like, how the heck do you even have friends? Because I'm honest, they always know where we stand, but I'm also the type of person is that if you need a half a kidney and I'm a match of a front row, right? So it is a personality trait and also, so since we're talking about this, I think it is, and since you talk about social media marketing, I think I'm very solid in my being.

Starting point is 00:22:44 I know who I am. I know what I bring to the table. And I know who are my people. And if somebody doesn't need to be a part of my life, I caught them out faster that they can say, I'm sorry. I don't care about people's opinion. People's opinion doesn't, I can deposit it into my bank account. I can't send my kids to college on it. I can't buy my retirement home on somebody else's opinion.

Starting point is 00:23:05 So their opinion does not matter. it doesn't affect me whatsoever. So when you get to that point in your mind, then you create content, not because, oh, I wonder what Susie, the neighbor is going to say. I don't care what Susie the neighbor's going to say. She's living her life, I'm living mine. So when you get to that point, you don't care.

Starting point is 00:23:24 You just create content. And finally, a reminder from Sarah the ISA that consistency creates competence, and competence creates confidence. Branding isn't something you master over now, night. It's something you earn by showing up again, again, and again. So, yeah, I would say consistency is the most crucial part of follow-up. And you will learn and become competent by being consistent,

Starting point is 00:23:54 and you will become confident by being competent and consistent, if that makes sense. So whether you're building your brand online in your community or both, remember this. You don't need to be viral. You just need to be visible. You don't need to be perfect. You simply need to be present. So show up, share something real, and become the agent that everyone knows. Now, this conversation has been all strategies so far. But what are the tactics? What could you implement into your business today to improve your personal branding

Starting point is 00:24:25 and become the real estate agent that everybody knows? Well, I've got five of them for you. At number one, show your face consistently. That is a direct callback to Go Go, Bethke, because the reality is people don't remember logos, they remember faces. whether it's that selfie style video, client photo, or a story post, be sure you're putting your face in your feed regularly. So you're recognizable in real life and online.

Starting point is 00:24:48 Number two, Rome wasn't built in a day. Neither will your social media marketing. So pick one platform and go deep. Because as Tina pointed out, she built her whole early brand, just using her personal Facebook profile. So you don't need to be everywhere. You just need to be somewhere consistently. Pick one platform where your sphere already.

Starting point is 00:25:07 spends time and post stories, updates, and life moments there often. Start with where you're most comfortable. Number three, create a Facebook group that adds value. This was Tina's playbook. Start a private group for your past clients or your neighborhood. Post local tips, contractor recommendations, giveaways or community events. It's a soft touch way to stay relevant without being salesy. Number four, be authentically you, not what you think you should be. I think go, go, go, drove this home clearly, but the reality is you don't need to dance or point it bubbles if that's not your vibe. Find your style, whether it's funny, educational, honest, whatever it is. Just own it. And don't dilute your brand by trying to be something that pleases everyone. And at number five,

Starting point is 00:25:57 the most important in my mind is staying consistent even when you don't see those results right away. Sarah said it best that you become confident by being competent and you become competent by being consistent. So keep posting, keep following up, keep showing up. Branding takes time, but the agents who stay visible are the ones that get the call when it matters. And before we wrap up, don't forget that this week's Friday focus is diving deep into personal branding with extended clips and tactical insights from Go Go Bethke and Tina Belvo, as well as some insights from Ricky Caruth and Holly Kitchens and many of those other social media real estate influencers you see on Instagram and here streaming right here on KGCI Real Estate on air. So if you're ready to become the agent everyone knows, make sure you're tuning in Friday or catching the full conversation on demand. Just search KGCI wherever you're listening to podcasts and be sure to subscribe.

Starting point is 00:26:58 to remind us that real estate isn't simply strategy. It's also chaos, caffeine, and that occasional toilet surprise. It's time for real estate confessions. No names, no judgment, just the things that you whisper over to us on Instagram, Facebook, what you send us messages about, and what you laugh about in that group chat. But before we dive in, we have to get one thing straight. Real estate confessions features stories from the wild world of real estate. Names and details may have been changed to protect the innocent, and occasionally the not-so-innocent.

Starting point is 00:27:38 All confessions are shared in good humor and do not reflect the opinions of KGCI Real Estate on air, its hosts, or affiliates. No agent's licenses were harmed in the making of this segment. Enjoy responsibly. All right, it's time for real estate confessions, because in real estate, truth is. stranger than fiction. I had snacks at an open house. A kid dropped a slice of cheddar behind the couch. A week later, the seller messages me.

Starting point is 00:28:11 We've had mice. They seem to love the living room. Yeah, they also love dairy. Showed a home at dusk. The lockbox rattled itself open. I stepped back. My client said, cool. I love that it's haunted.

Starting point is 00:28:27 I wrote an offer three hours later. Some people really want a story with their square footage. I brought snacks and water to an inspection. The inspector looked at me, smiled, and said, thanks, Mom. I'm 34. He's 42. I have not emotionally recovered. I tried to make the place smell luxury, bought an expensive diffuser, forgot it in the sun. The whole place smelled like burnt oranges and betrayal.

Starting point is 00:28:52 Feedback said, lovely home, weird scent. Are they hiding something? I always remind sellers. Don't use the toilet out. after we clean for photos. This seller didn't listen. First photo on the listing had an open lid and a surprise. The photographer never noticed.

Starting point is 00:29:12 Neither did I, until after it hit Zillow. Have a real estate confession of your own? Go follow us on Facebook and Instagram search KGCI, then drop us a DM. I promise you we'll keep your story anonymous and tune in next week because more than likely you'll be winding up right here on real estate confessions, on real estate on air live.

Starting point is 00:29:36 And that's going to do it for this episode of Real Estate on air live. I'm Ian Wheatley. If today helped sharpen your skills, gave you a laugh, don't keep it to yourself. Share the podcast, subscribe wherever you listen, and most importantly, download the KGCI, Real Estate on Air, mobile app for iPhone and Android for 24-7 agent-focused information, bonus material, and the live broadcast straight to your phone.

Starting point is 00:29:57 I'm Ian Wheatley. Thanks for spending some time with us on KGCI, Real Estate on Air. Now go build that brand.

KGCI: Real Estate on Air - Personal Branding: Become the Real Estate Agent Everyone Knows

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