KGCI: Real Estate on Air - The Ultimate Real Estate Content Calendar: Build a Brand That Gets Clients

Starting point is 00:00:00 Built to close your week strong and start the next one smarter. Here's what you is from this week's Friday focus on KGCI Real Estate on Air. And that's the thing about this that's so frustrating with social media, with lead generation as a realtor in general. Like, you have to find your own way. For Sundays, to plan my week out. 90% of the time you have to be in the pictures and videos. What are we really selling?

Starting point is 00:00:22 Are we selling the house or are we selling ourselves and our services? This is KGCI Real Estate on Air Live. weekly deep dive into the strategies, trends, and tools, shaping the real estate industry, from market updates to actionable strategies and exclusive interviews with top agents. 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.

Starting point is 00:00:49 Here's Ian Wheatley. Hey, good morning. If your social media strategy is all about a post when you remember or your camera role that's just listing photos and some tacos, hate to break it to you. You are leaving relationships, referrals, and frankly, relevance on the table. And you might be thinking that you don't have time to post every day or you're no good on camera. You don't even really know what to say. Well, most agents think that content is simply about visibility, but the agents who win with content, they use it to attract, they use it to convert, and more importantly,

Starting point is 00:01:22 they use it to retain their tribe. And that starts with having a system. And this week on Real Estate on Air Live, if we are building the ultimate real estate content calendar featuring tips from GoGo Bethke, Tina Belvo, and Hallie McCrory. We're going to be walking through what content actually gets attention, how to align your personality with posts, and the tools and time blocks that make it all sustainable. But before we dive into that, we got a big news week this week. Let's check those housing headlines here on Real Estate on Air Live. Well, this could be a move that shakes up the real estate market. President Trump telling reporters outside of the White House that he,

Starting point is 00:02:02 His administration is thinking about eliminating capital gains taxes on the sale of a primary residence. Well, we're thinking about that, but would also unleash it just by lowering the interest rates. If the Fed would lower the rates, we wouldn't even have to do that. But we are thinking about no tax on capital gains on houses. Under the current law, married sellers are already exempt on up to $500,000 in gains for singles. That's $250,000. And why this matters is that if this is a proposal, if enacted, that could unleash a wave of seller activity, to put it lightly,

Starting point is 00:02:38 particularly for those homeowners who have been sitting on some big equity gains, but have delayed listing due to tax implications. We also have the Federal Reserve Officials meeting later today and tomorrow, and what, oh, what are they going to do? Well, well, most economists are expecting no change in short-term interest rates, but there is at least one Fed governor who is going to be urging an immediate rate cut. What does it mean to wait six weeks?

Starting point is 00:03:06 Is it that critical? And the answer is probably not. It could be, but it's also the reverse. Why wait till September if it's just six weeks? That's exactly the thing. It doesn't kind of matter. Just start thinking about do I want to wait and risk something happening? Governor Chris Waller making those comments to Bloomberg last week.

Starting point is 00:03:25 Meantime mortgage rates, they aren't directly tied to the Fed rates, but we have started seeing those mortgage interest rates starting to rise again in recent weeks, adding more pressure to affordability and a slowdown in buyer activity. So agents, we've been following this one for a while now. But watch for that announcement tomorrow. An unexpected move could actually move rates higher. Let's check your housing headlines here on real estate on air live. I'm Ian Wheatley. The ultimate real estate social media calendar. That is a thing of dreams. But fortunately, we have a dream team featuring Go-Go Bethke, Tina Belvo and Haley McCrory here this morning walking us through

Starting point is 00:04:11 on real estate on air live, what content actually gets attention, how to align your personality with posts, and the tools and time blocks that can make it sustainable for you. We start with Go-Go-Bethke, aka the queen of social media, on why agents fail at content and how you can start winning with just one simple shift to your mindset. Number one, people in average move every seven years. which means they could care less about the real estate market for six and a half years until they're on the market again. And then they start caring about the rates and about the property prices and price per square foot and all of those things. Until then, they could care less. So if all you do is just closed and just listed, you lost them in the six and a half years and they won't even remember your name when the seventh year comes around to call you because they need something.

Starting point is 00:04:57 You need to entertain them for the six and a half years, right? You need to allow them to get to know you. need to be a household name they need to know your name they need to know what you do where you do it and how they can get a hold of you so number one your profile needs to say who you are and what you do so mine says go goes real estate it's always been go goes real estate it's also says go go backie broker by ex-pbred by ex-pbri-p right so they know i'm a realtor second place what area do you cover so your profile should say you know realtor in the state of michigan right then you should have your contact button filled out so they don't have to go off of instagram to go over to

Starting point is 00:05:33 Google to remember your name to type it right to go on Google to two pages down to find your website to go to the contact with me page to go fill that out to get your phone number like you will lose them in the process so make it so simple they all they need to do is click a button and call you so if you have a business account or a creator account in any of these profiles you can fill out that bio where there has a contact with contact me button or well it has your phone number and email address that you can add in there so they are like click there

Starting point is 00:06:03 I think that is super important. You should also have one website that will show everything that you do, right? So I have a go-go-Gobethke.com. You're more than welcome all of you to go there and check it out everything than I do because you as a human can do all kinds of different things. So yes, I'm a licensed realtor. Yes, I have the Google Printer Podcast TV show radio show. Yes, I have the Go-Garam community. Yes, I have the Tinggo-Go-Go-Go organization. Yes, we do investments. Yes, I do retreats. Yes, I come and speak at your events. Yes, I attend your podcast. Like, there's a lot of things that you as an individual can do. So as you are growing in the industry, right, you need to start being able to add these things to your name. So if you don't own your name.com as a website,

Starting point is 00:06:45 you should own that. Now that we know why content matters, Tina Belovow helps you get clear on what you're actually willing to post and how to keep it aligned with your personality. I think you have to find your own way. And that's the thing about this that's so frustrating with social media, with lead generation as a realtor in general, like no formula that I use is going to translate exactly right to you. So you have to be willing to take action and try things. And if you want to post, you either need to like become open to sharing about yourself and your life to some degree or be willing to sort of create other content that's like less personal and gives you more privacy, but like going harder on like house content or like tours and or like building a presence

Starting point is 00:07:34 that's really about like your town. And I've just never been called to that that latter version. Like it's just been so much easier for me to be like, here I am. Here's my life. Like here's my dog. Here's my husband. These are my kids. I'm obsessed with them. Like people who know me on online know me. 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 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. Right. And then you have to start

Starting point is 00:08:15 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. I kept sharing. And also I love Facebook. So I feel so my advice is if you're listening to this, like, where do you like to spend time? The next evolution is all about visibility. GoGo dropping the 90% rule. And how showing your face is the fastest way to build trust. Okay, so as for content, I would recommend that 90% of the time you have to be in the pictures and videos. What are we really selling?

Starting point is 00:08:56 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? Yes. So at the end of the day, we are 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 same. 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 okay not only have to have brand recognition which is your name right

Starting point is 00:09:28 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 check that sounds at real estate 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 00:09:56 As for what type of content to create, I recommend the shorter, the better. All right. So let's get to the system. Tina laying out how a CRM, email, and social works like clockwork and how agents overcomplicate the calendar when they skip the sequence. I am a huge believer in having a CRM from day one and getting everyone, you know, there and then leveraging some kind of high quality email marketing, good email marketing. That's been a whole journey for me too. So that's like the cornerstone of my email marketing strategy

Starting point is 00:10:30 is I send this really awesome newsletter every month that people actually enjoy reading. They like text me and be like, include this next month. And it took me a long time to crack the code on email people actually want to read or at least don't unsubscribe from. So you've got to have a CRM, You've got to grow your database. You need to get people in there. And then having a thriving social media presence, figuring out whatever your flavor is of how you're going to do that and where. And then start, first, you need to build that a bit and then start to use that as a net.

Starting point is 00:11:02 Maybe run a giveaway where people click and fill out a form and give you all their contact info to maybe win like a high value item or landing pages, lead magnets people actually want. KVCorps is amazing. If you put a listing link from KVCorps on Facebook, if people go to the landing page and want to see more than three pictures, it'll auto pull out their personal email and cell phone from Facebook and be like, do you want to log in with these credentials? And then they just hit one button and then they're in your database. Like the KVCore listing links are so, so clutch. So you can do, you know, everything you need and like once or twice a month, use those links and just keep adding to your database. Now let's bring in some creative fire, Hallie McCrory showing us how food, yeah, we all need it.

Starting point is 00:11:50 Lifestyle and hyper-local content gets insane engagement and builds recognition that leads to leads. Highlighting other local businesses related to your market and then also like getting even more specific in that, highlighting local restaurants and like foodie type of deals because that's something almost everybody can relate to, right? We all like food in some different way or form of fashion, whether it's healthy, not healthy, you know, Chinese, Indian, pizza. I think every human likes food at this point. Yeah, so that's kind of my tactic.

Starting point is 00:12:32 And I think what a lot of other people are, you know, leaning towards is kind of going a direction of getting this broad audience related to food, because that's something that is always going viral on short form video, and then pulling them in with the caption or with your profile to show that you're a local expert in real estate, right? So it's almost like a pull-in little track there. Then she takes us behind the curtain. Her Sunday planning ritual and daily 45-minute content block is how she stays consistent and visible without ever burning out. Every week on Sunday, I go through my phone and clean out my photos and videos and organize those into albums.

Starting point is 00:13:18 So I can easily pull stuff up and say, what is like, you know, if I, if I don't have things planned out, what can I just quickly spit out on, on Instagram? I do try on Sundays to plan my week out of what I am posting. So I kind of know if I don't have content right now, I know I need to be like when I get, you know, dolled up to go do something. make time before to record a video. So I feel like I look good or whatever it might be. So that's kind of my tactic.

Starting point is 00:13:53 And I will say I leave, I have a 45 minute time block on my calendar every day. I move it around based on my schedule. I'm a big Google calendar person. But I leave 45 minutes in my day to go ahead and make that content. And that's worked out for me. And to close it, We go back to Tina, who gives us the perfect metaphor for your content strategy.

Starting point is 00:14:17 You don't need chaos. You need to have your cake and eat it too. And honestly, you got to stay a little boring. And I feel like in my mind, I always say it's like layers of the cake, right? There's like the cake is the database and the CRM. And then in my opinion, the next layer is almost always email. And then social media, your one channel, your one place. And it doesn't even need to be all of Facebook.

Starting point is 00:14:41 It could just be a group of, like moms or guys who like poker in Baltimore, like whatever. You know what I mean? And then that might actually be enough to have a thriving 20 or 30 unit a year solo agent business. Like you don't need more in a lot of cases. You might need more people in your database. And then it's like, okay, like what am I going to do about that?

Starting point is 00:15:05 So I think just moving into logical order, it's so easy to like buy shiny objects and want to like buy like internet leads and then like AI to come. convert and like all of that and like all of that is so cool. But generally that requires this like level of discipline and financial investment that is a little bit more like being like a machine, which I've had phases like that in my business. But at my core, I'm like a relationship person. So it's like how do I express that in my business? And I think it's those three things. Database, email, social media, repeat. It's boring. Stay bored. It's okay. Stay bored and save your energy and your money. And I realize that was a lot coming at you fast. Here were my top five takeaways for the

Starting point is 00:15:44 ultimate real estate content calendar that you can build. Your face at number one is your brand. If you're hiding behind templates, you're invisible. And GoGo said it perfectly when she said that you need to be in 90% of your content. Number two, write it once, post it three times. Tina's system is simple. CRM, newsletter, social. Repurpose. Don't reinvent everything. Number three, your content calendar should live in your phone. Haley organizes her camera roll by album every Sunday. It's a cleanup, batch, plan, and that's genius. Number four, content isn't just for marketing.

Starting point is 00:16:23 It's for memory. People don't always remember your open house, but they do remember your burrito review. Some local lifestyle content does build some emotional recall. And at number five, boring is beautiful. Tina closed with this gem. Stay bored, save your energy, and stop trying to be a content unicorn. Repetition builds trust, structure builds freedom. And if you're ready to take this to the next level, our free content calendar guide based on today's conversation is available now in the show notes of this podcast.

Starting point is 00:16:58 If you are listening live at real estate onair.fm or on that always free real estate on air mobile app for iPhone and Android, make sure that you check this out. as an Apple podcast, Spotify, or on that always free real estate on air, a mobile app. And no, I'm not going to be asking for your email. Sharing is caring. And I'm expecting you to do the same because if you've gotten some value on today's episode, don't keep it to yourself, share it with a teammate, save it for your Sunday planning. And join us this Friday for our Friday focus where we're going to be breaking down this exact system and showing you how to put this into action.

Starting point is 00:17:33 You can find that real estate onair.com or on that always free KGCI Real Estate on Air, mobile app for iPhone and Android. All right, misery loves company. And in real estate, let's just say that there's a lot of opportunity for company. This is real estate confessions made possible by you. Follow us on Facebook and Instagram. Drop us a DM of that moment this month that you wish you could have back or that silly thing you told your broker. These are your stories. But before we dive in, we do need 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. All confessions are shared in good humor and do not

Starting point is 00:18:13 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. Sent a thinking of you text to a buyer who ghosted me six months ago. They replied, new number. Who's this? Yeah, it was the same buyer. Ever have a client follow you to the next showing and get lost because your phone died? Nothing screams neighborhood expert like calling the client to get the GPS directions. I was trying to be authentic in a reel. Messed up, dropped an F-bomb, and did it over.

Starting point is 00:19:05 Forgot to edit it before publishing. It was my best reel of the year. waiting on a buyer at a house and dozed off in the car. Tried to play it off as intense doom scrolling when they knocked on the window. There's a reason that you take your shoes off when showing a house. Stepped in a big dog bomb walking in on the way in on a rainy day. Those little shoe covers saved the floor but ruined my loafers. Keep them coming. Search KGCI and Facebook and Instagram and DM us your real estate confession.

Starting point is 00:19:39 and tune in next week to hear your confession here on the air. Special thanks to the great Go-Go-Gobethky, the terrific Tina Belafo, and the Hercules and Hallie McCrory, and get our free content calendar guide in the show notes based on today's episode. I'm Ian Wheatley. This is Real Estate on Air Live. Be good.

KGCI: Real Estate on Air - The Ultimate Real Estate Content Calendar: Build a Brand That Gets Clients

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