No Broke Months For Salespeople - 11 Social Media Post Secrets Every Agent Should Know (with Bryon Ellington)

Episode Date: October 21, 2025

What you’ll learn in this episode:● The 11 types of social media posts that attract clients● How to build “parasocial relationships” that create instant trust● Why your followers don’t care how you look — only what you share● Simple ways to turn community posts into powerful lead magnets● The #1 daily habit that determines your success in real estate👉 Don’t miss out! Sign up here:https://link.cpi-crm.com/widget/form/bJZ4NbRp6ZpSVgGoNb4j?notrack=truehttps://link.cpi-crm.com/widget/form/bJZ4NbRp6ZpSVgGoNb4j?notrack=truehttps://link.cpi-crm.com/widget/form/bJZ4NbRp6ZpSVgGoNb4j?notrack=true To find out more about Dan Rochon and the CPI Community, you can check these links:Website: No Broke MonthsPodcast: No Broke Months for Salespeople PodcastInstagram: @donrochonxFacebook: Dan RochonLinkedIn: Dan RochonTeach to Sell Preorder: Teach to Sell: Why Top Performers Never Sell – And What They Do Instead

You're listening to No Broke Months for Salespeople Podcast. In this episode of the No Broke Months for Salespeople podcast, Dan Rochon sits down with Brian Ellington, the chief learning officer at EXP Realty to uncover the 11 different types of social media posts that help real estate agents attract clients and build credibility online. From area guides to success diaries, Brian breaks down exactly how agents. can turn content into closings, even if they're not comfortable on camera. Welcome to the No Broke Months for Salespeople podcast, the ultimate destination for salespeople, business people, and entrepreneur.

As you immerse yourself in this show, you'll discover the secrets to unlocking consistent and predictable income. We reveal the new way to persuade human behavior by mastering the art of the teach-to-sell method. Get ready to transform your approach and achieve unparalleled success. My name is Dan Roshan. I'm the host of the No Broke Months podcast, which is a show for real estate agents to help you have No Broke Months. Thanks for joining me. Enjoy the show.

My name is Dan Roshan. Today, I'm so freaking excited. Brian Ellington, who is the chief learning officer at E.X. We'll be joining me today. And he and I are going to be talking about the 11 different types of social media post. And a little bit about Brian, he has been with multiple brokerages in leadership roles. And he is so well sought out and sought after that EXP created his own role for him and is a brand new role of Chief Learning Officer.

So I want to at some point ask him about that. And, you know, how do you create your own role within a company like that? But today we're going to be talking about 11 different types of social media posts. So if you want to know how to be able to get clients through your social media, this is the episode for you, Brian. Welcome. Well, thanks for having me, man. I appreciate it. It's my pleasure. It's my pleasure. So I want to dive into, you know, to learning more about you, you know,

throughout the conversation. But before we do, so let's jump right into the social media post. Let's get the topic du jour. Let's put the, what's front load it. And then that will give people in a, A reason to stay tuned because if you don't know Brian, you should know Brian, and we've got a lot to learn for Brian. So Brian, talk to us first about social media posts, 11 different types, and what are they? And let's dive into that if we could.

Yeah, yeah, yeah. So we're in the middle right now of building an entire lead generation training program, and we're calling it lead mastering. And anytime my team goes and builds training classes, they go out and they interview the very best, if the best, at that particular. topic, right? And so, for example, when we are doing open houses, we're going out and we're interviewing people like Renee Funk, Sean Getty, Joe Turco, like just monsters who were just killing it with open houses. So we went out and we started interviewing all these agents across the various social media platforms, YouTube included, even though it's a little bit different. It still is social media. But Instagram, TikTok, Facebook. And what was interesting, and again, these are our

icon level agents doing a significant amount of their production from these social media platforms. But most of them were only doing somewhere between three to five different types of social media posts. Like the most recognizable would be like a home tour, right? Or a market report. But what was interesting is every once in a while you meet one who was doing something that nobody else was doing. I'll share one that's a really good one actually.

And so when we were done with it all, we saw there was about 11 different types of posts. There's probably more, by the way. But so we're teaching agents, you know, when you sit down to do social media, the three big complaints that agents have, don't like the way that I look, I don't like the way that I sound, and I don't know what to say. So this will help you with the what to say piece of it, right? Good luck with the looks and the way you sound. You know what, man, here I am.

Nobody out there has any excuse, right? But look, here's the reality of it, is there's this, there's this phrase, parisocial relationship, parasycial relationship. And you know this inherently when you see one of your favorite celebrities, right? You want to rush right up and start quoting some of their songs or their TV shows or whatever, because you've got a relationship with them in your mind. They are like, who in the world are you? And with all of these social media agents that we interviewed, all of them to a T said that when they show up to appointments, the people are acting like they already know them. There's no credibility issue for newer agents because those people think, oh my gosh, you're doing tons of deals because they see it online. So it must be true.

And they act like they already know you like you. And it is basically a come list me or come represent me kind of appointment. So if you can get over your fixation with how you look, what I always tell trainers, by the way, people who get up on stage and have nerves and stage right, they don't care what you look like. They don't care what you look like. They care how good your information is. That's it. If your information is good, go look at some of the people that you follow. I mean, are you voting for them for like a Mr. Universe or a Mrs. Universe contest? Probably not. But you're there because they give you great information. So take the same kind of grace for your. yourself on now. All right. I say it like if I can jump in real quick. So I say it like this, if you're, if you're concerned about the way you look on video or if you want to do 17 takes to make sure that it gets it perfect, just consider when you went to Starbucks this morning and you got that Vente Americano, do you think that the barista actually looked at you and be like, I don't know, Brian didn't say that correctly, right? So in other words, when you're on video,

it is no different than you're interacting with everybody else throughout your life and you sell them if ever judge yourself based off of my goodness i didn't say that i didn't give that coffee order the right way so just understand that video is no different than just real life and if you don't like yourself on video then maybe you know maybe that's an opportunity for you right because that's who you are and you're a beautiful person whoever's listening to this so be your beautiful self sorry for over talking there bryan well said well said well I mean, that's exactly right. That's exactly right. Okay, so I'll go through the 11 really quickly. Let's do it. Go back here and I'll clarify. So first, area overviews, area overview, second, social proof. Third, market

reports, home tours, my listings, different from home tours, and we'll talk about that, my listings, buyer tips, seller tips, personal, I'll talk about that, relevant news, attraction, and success diary. Those are the 11. So let's kind of go through these one by one. And I'm going to start with area overviews. And I'm going to give you not only how to do these, but I'll give you a great cheat on this that will help you in other ways with your lead generation. Okay, so area overviews, you'll see this a lot on YouTube, for example, and I'll give you some examples of this along the way so you can go see this live in an action. Picasso said, good artist borrow, great artist steal, go steal from these people.

They're amazing. They have great ideas. Just make them your own in your local market. One is Levi Lachshik. He has a channel called Living in Dallas on YouTube, Living in Dallas, so you can go check this out. So area overviews could be a lot of different things. They could be best restaurants, festivals. Like I'm in Southwest Austin, there's a little town over that has literally 400 festivals per year called Fredericksburg, right? So, I mean, there's content galore there just for that. Concert venues, outdoor activities, parks, dog parks, all that type of

stuff. And here's your audience on this. It's out-of-town buyers. Okay? So think like an out-of-town buyer. What would they want to know about the area? And don't feel like you always have to be positive, right? One of the things, when you look at some of the agents who are doing this, you'll see the five best areas to live in Southwest Austin,

and the five areas you don't want to live in in Southwest Austin and why. Sometimes those negative headlines, those negative titles of your videos are going to capture their attention in ways of positive ones wouldn't. And so with these five areas type thing, right? Yeah, yeah, yeah, yeah. And there's some really great examples in our research, but go check out Levi's. He does a really good job with this. And here's the cheat, okay?

So when you're doing this, right, the five best restaurants, the five best service providers are five best landscapers. If you're on Facebook and have a bunch of community groups or even on next door, here's what you can do. You can go in these groups and just ask the question. question. You know, what's your favorite restaurants in Southwest Austin? By the way, as as Dan replies to my post, I'm going to then publicly acknowledge him. Awesome. Thanks so much. Then I'm going to privately DM. Hey, thanks so much for participating with the post. I really love that. You said via 313. Do you like the Detroit style or the bar style? Which do you get? Right. And then we're going to have a conversation and we're going to build rapport. And now you're

going to become part of my sphere of influence. And by the way, as we're going and we're doing this for a lot of different topics, we're going to take all those great inputs and wisdom. We're going to combine it into an area guide, right? The buyer's guide to Southwest Austin. Now we've got a call to action. Now we've got a lead magnet that we can refer to in our videos to say, hey, if you want to know more about Austin, just drop a comment below for my mini chat or you know reach out to me for my free area overview guide and now we can attach a squeeze page to my CRM we can attach it to my mini chat on insta and by the way you can do these across all the platforms this can be short form or long form however you like okay so that

way you've got something now to get them to reach out to you and want to engage with you more than just engaging with the video so that's the area over overview so then what's next Social proof. Social proof. And this is going to be different from one we're going to talk about later on. So Aaron DeVello, great agent that we interviewed, he talked about Donald Miller's story brand 2.0. When we talk about social proof, and here social proof is referring to us posting about

the success stories of our clients, right, is a way of saying, hey, I, the agent, am good. I help people overcome their challenges. is. So social proof, two things about it. One is what Donald Miller refers to as the hero and the guide. You want to be the guide. And think of it like this. Have you ever gone out on a date or a double date with a couple or a person who just, they're the hero of every single story that they tell? They're the world's greatest, blah, blah, blah. Yuck, right? Don't be that person, right? So when we talk about the stories of our clients succeeding, we're going to talk

about the challenges our clients-based and how we worked together, I is their guide, them as the hero, to overcome that. The second thing is Joe Stump talked about the 88 areas of turbulence. Joe Stump was an old trainer in the industry, very well-known and very successful, but in his day. He said there's 88 areas of a transaction where it can go wrong, right? And you've probably lived 88 of those if you've been in the business for very long. What he said was... I probably live 117 of the 88, I'm sure. Yeah, yeah, I may have invented 89, to be honest of you. But what he said was when those types of things go wrong, our natural instinct is wrong. And what he said is our natural instinct is just to smooth everything over and don't let anybody know that there was a problem

because we're afraid the transaction will fall apart. Wrong, he said. What he said was instead, call up your client and say, Mr. or Mrs. Beyer or Mr. Mr. Seller, here's what happened. Don't worry. I've already fixed it, but let me tell you what occurred. And what he said was you're creating this story, right? Your client's going to go to that cocktail party after the transaction, right? What do you want them to say about you? When somebody says, how is your home sale? How is your home purchase?

If they go, fine, how does that help you? How does that help you in your business? However, if they go, oh my God, it seemed like the entire universe was conspiring against us, but my agent every single time was blocking like a hockey goalie, man, that's what you want people to be able to talk about. So with social proof, make sure that you're taking those moments, right, in the transactions that go awry and then tell that story in a way that your client is the hero. You're just there as the guide who helped.

Okay, third, market reports. Now, for these, again, we're looking at sellers locally, right? So we're going to do our market report for the neighborhood. And obviously, look, think about like your MLL. less stats, you know, sales and pendings and all that other stuff. Yes, but think about showing data. How does that relate? What's going on with the local infrastructure projects, shopping centers coming and going? How is that impacting things? This isn't just us giving the data. It's us giving the interpretation that people need in order to make decisions. So pull from a variety of

different resources for those market reports and let people know what's going on, how that's going to impact them and then what they should do as a result of it. And usually people doing these market reports, by the way, are doing them monthly, right? As the new numbers come out, A-BOR, which is where I live in Austin, that's our Board of Realtors, they do a tremendous job of putting out great numbers, graphs. So check with your MLS if you're not sure whether or not they do that. If they don't talk to your escrow people, title people often have great stuff for this as well so that you don't have to sit there and use Microsoft Excel to build graphs and stupid things

like that, right? You've got better things to do. And let me jump in on this. So a key, a key phrase for that would be what that means to you is. And so when you're when you're delivering the economics of the marketplace, it's not just that the original list price to the sole price is 99.7%. It is that the original list price to the sole price is 99.7%. And what that means to you, Mr. Bayer, is that we're going to have to I'm pretty aggressive in regards to our offer. What that means to you, Mr. Seller, is that if we're on the market for more than the average of 22 days, then the market is giving us feedback that perhaps we have to look at either the condition or the price, and we certainly can't change

the location, but those are the three things that sell a property, and so this is what that means to you. And so it's really tying that gap of the information and then how that relates to your prospect of your client. Yeah. Think about it like this. It's like your operative. It's like your opportunity to convince that would be seller of what it takes to get sold in this market before you ever get to the kitchen table. You've already planted those arguments in their head. They already understand what the market is saying, what to do about it. All right. So really quickly, home tours and my listing. So home tours will be going out to builders or other EXP agents, for example, and marketing their properties. Builders really like it when you do this. And it also

gives you that opportunity to know what inventory is coming up on market. So as you're working with buyers, you can say, and I also happen to have a list of homes that are not on the MLS that I can show you as well. So if you're meeting somebody in an open house or something like that, you've got that in your back pocket. My listings, very similar to home tours, but now we're going to show off how good of a sales agent we are for the sell side of the business, right? So might be drones, videography, might be twilight videography, those kinds of special

special things that you would do for your own listing to make it stand out. Buyer tip and seller tips, listen, your sent folder for your email is full of your next buyer tips and seller tips. Just get out there, talk to them about what they don't know and what they do know, but what they don't understand how that impacts them, right? And then also, too, making sure that you're having these kinds of conversations that you want to position to create urgency with your buyer, for example, if you're in a buyer's market, via these types of videos because buyers will think I've got all the time in the world

unless we're talking about the right property which they don't right so make sure that we bring that kind of urgency to the buyers and for the sellers again this is our opportunity to align their expectations about days on market about sales price about bidding wars and that kind of thing personal the only thing I'm going to say about that is not too personal right G rating, please. And this is where, too, some agents ask, well, should I have a personal page or a personal Instagram account versus a business one? Here's the reality.

Think of it like this. If you were pitching a show to Netflix, right? And you told Netflix, hey, here's my first episode. Here's my first episode. Now, my next episode, I don't know, maybe three months, maybe six months. I'm not sure yet. Netflix is not going to pick up that show. Neither, by the way, is the Instagram algorithm.

or the TikTok algorithm, right? If you're posting infrequently, they don't care about you. If you're posting every day, they're more likely to push you up. And so the reason I say that is because if you are going to post personal, I'd say post it on your main account because that gives you more posting stuff. Plus, it lets your client see who you are as a human being. Again, you're a person. Yeah, yeah, yeah, yeah, exactly that.

But G rating, right? And think like this. Your vibe attracts your tribe. letting people know who you are is cool because those people that you don't want to work with, they may just self-select out, which is cool. That's not necessarily a bad thing. Okay, relevant news. And a good example of this is no award on TikTok. No award Sarasota, Florida is his handle on TikTok. So here's what he does. He green screens like local legislation passing, infrastructure projects coming. And he purposefully creates engagement by asking

questions, like, what do you think? Now, some of this he stays neutral on, right? You don't want and get sucked into political debates and things like that. But that kind of engagement in your posts by others is really good for your juice on those platforms, for them pushing you well beyond your subscribers to everybody else. So Hallie McCroy, for example, I think when we talked, she had something like 5,000 subscribers, but she had like 180,000 views on her stuff, right? Because she's getting engagement and it's pushing her beyond that. Go check out how Noah does it. Noah Ward, Sarasota, Florida.

Amazing, really smart, and you'll see some of his green screens, click on those. Number 10 is attraction. So if you're a successful agent, you've solved some of the challenges that age in space. Share about it online. Adelaide Garsad does this. Aaron Novello does this. Calvin Wong does this. There's a lot of top attractors who do this and really have built themselves very nice revenue

share just by being out loud about solving some of the challenges that they've had and attracting other agents. Tina Call, by the way, is a really good example. She uses a stand store in her Instagram. So if you go to Tina Call, C-A-U-L, you'll see her stand store. And she's offering all these things like buyer consultation tips and strategies, listing consultation tips and strategies as free lead magnets. So when you're watching some of her videos, she'll go, you know, click on my bio and click on my stand store. for my free downloads. Well, she's got a database of 700 agents for her attraction from that. So think about how you can offer things out there to people to get them to engage with you further.

All right. Last one. And this I got from my friend Bell Tunstall. She's with the Redux group in the DMV area. So remember I mentioned posting regularly is really important, but you know, you get you get riders block and you're not sure what to say. Well, keep in mind with Instagram in particular, you have these things called stories, which are really good for getting the algorithm to push you beyond your subscribers. Well, here's what Bell does. Think about all the points of a transaction, right? Going on a buyer consultation, when on the buyer consultation, you know, got the buyer representation, you know, got the buyer representation agreement signed, going on tour, going under contract, going to the inspection, all those points, right? Well, Bell's making all of those points into stories.

on her Instagram account. And what it looks like is every one transaction that she's doing, she's doing a bunch of transactions is what it looks like to people. No, she's not misleading them in any way, but she's just posting on all the moments. And she's not saying with this buyer or that buyer. By the way, for example, when she goes to post about an inspection, she posts before the inspection, not after because God knows what can go wrong there, right? But it's just a moment. So I saw one the other day that she did, which was a final walkthrough on one of her properties that she was selling right and all she did she didn't even she wasn't even in frame by the way those of you who are not liking this she wasn't in frame she literally just grabbed her phone

walked through the property and then put a caption on it that said last walk through for this cutie out on you know one two three Smith Street that's it that's it how simple is that it takes her like five minutes to to do the post total and you can do that for every single part of the transaction. All right, man, there you go. The 11. Thank you for sharing those actual tips. I know we're running against a hard stop here, but I just have about two or three questions, just lightning fire. So you've been in the real estate world for a long, long time. What has been in a high level, the highest level? So what is one thing that you would say you would give advice to a new agent, a season agent, a top producer? So I guess that's three-part

question. Your habits are going to control your outcome, period. That's it. And if you don't have daily habits, if you find yourself going, oh, I'll do, especially around lead generation, this is an area where a lot of us feel like we don't like it. And so any excuse that we can to allow ourselves, and listen to my language, allow ourselves not to do it, that's the excuse we're going to use. And then we say things like, I ran out of time. No, we didn't run out of time. We just didn't make the time around that sacred, right? And there is so much of our business that you don't have to do well in order to be successful. And I know everybody listening to this knows at least one highly successful real estate agent that we would be worried that if that person were in

a brown paper bag because we don't think that person could get out by themselves, right? But the thing of it is, what that person has done is mastered the discipline of whatever lead generation methodology that they are after. So whatever that is for you, master that and make sure that you have built daily habits around it. And again, we've been interviewing like open house agents, Fisbo agents, all of them have disciplines around it, right? The open house agents that we're interviewing aren't doing an open house whenever. If they don't have a listening to do an open house, they're calling other agents and sitting their homes open. This guy, Payson Robertson that we interviewed did 100 open houses in 100 days for crying out loud.

I mean, that's the kind of discipline, and that's, maybe that's a little on steroids, but that kind of regularity of habit around it. I love it, Brian. Thank you for your time and for being so generous with us today and sharing the insights of all your amazing research. And I wish that you have continued success and your leadership. And for the audience, thank you for your time. I wish that you have the best day of your life.

Be grateful, make good choices, go help somebody. And as Brian Elminton says, you're happy. habits will define your outcome. God bless you. This is Dan Roshan, host of No Broke Months. Do you want consistent and predictable income with no broke months? My new book, Teach to Sell, Why Top Performers Never Sell, and what they do instead, is being published early 2006 by Simon & Schuster. You can pre-order now at www.com and unlock over $10,000 of free bonus change.

Don't wait, go to www.teachasellbook.com and grab your copy today. That's teach to sellbook.com. Hey there, no broke months listener. I've got some exciting news. We just passed 375,000 downloads for the No Broke Months podcast, and I cannot have done it without you. I am beyond grateful for every single listener who tunes in daily. takes action and shares this journey with me. Now, with you and I, let's take it a step further.

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even more salespeople who need this until the next episode have the best favorite life be grateful make good choices go help someone and share the show with a friend god bless you