Hey {{first_name | there}},
Paige has 100,000 followers and closed over $67 million last year in Utah.
Ask her how many of those clients came from social media: fewer than you'd guess.
This week:
Why the video's real job is the listing appointment, not the DMs
The 6 things 1 video does at once
How a listing video becomes a buyer database
The 10/10 rule for price drops
I've interviewed 33 agents this year from $30M to $3B/YR, and 1 thing I've noticed among the best is they treat themselves like athletes. Sleep, nutrition, movement & health.
Personally I think it's the #1 thing we can do. So here's what changed everything for me the last year:
Caring more about my sleep routine than morning routine. Aka going to sleep at 9 or 10pm. Not eating too late. No TV in the bedroom. Tracking with Whoop & 8sleep.
Sleep consistency, daily. Everything else is second.
If you're in the arena, here's to you for chasing your moonshot.
— Andrew
STEP 1: The video legitimizes you. It doesn't prospect for you.
Paige started at Keller Williams doing the call blocks, she hated it. When she left her team she asked one question: what's the way to get in front of the most people at once without dialing?
The first video was a Ross-from-Friends voiceover, It got to 20,000 views, comments called agents the scum of the earth.
Her reaction:
13 years later, here's what the platform actually does for her business:
A referral hears her name, checks her page, and walks in already trusting her
Half her followers are Utah. The other half are top agents nationwide who show her listings to their buyers
Since passing 100K, direct inbound went down. People assume she's too busy or only takes big listings ("I'll take a $300,000 condo")
The deal still comes from someone who knows her, the video is why they don't shop her against anyone else.
What you should do today: Stop measuring your content by leads in the DMs. Measure it by how many appointments you walk into pre-sold.
STEP 2: One good video does six jobs at once
A lot of agents think the listing video exists to make the agent look cool. Paige sold a house off one: a granddaughter saw it on TikTok, sent it to her grandpa, and he bought it.
One well-produced video, same day it posts:
Proves to the current seller their home is being marketed
Shows future sellers what their home will look like
Pulls buyers for that house
Reminds her of a buyer on the fence for a different house, so she sends it
Works as PR for her
Reaches the agents who sell her listings better than anyone
She doesn't do billboards or mailers. "All of the marketing money I spend is on my listing, but that in turn is marketing myself, too."
What you should do today: Before the next shoot, pick which of the six jobs this video is for and build one moment in the script for each.
STEP 3: Treat the video like an ad, then capture what it creates
She scrolls with intention and saves everything into albums: listing video ideas, reels to make, conference reels. When she has nothing, Salt Cinema builds the concept with her. Every listing video is scripted.
Then the part most agents skip.
One listing sat for a year with another agent. Paige relisted it with an AC/DC "Back in Black" video. Three million views. A line at the open house. Sold the first weekend.
The views were the input. The system is what caught them:
Run the video as an ad to people who searched similar homes in that area
→ viewer comments a keyword
→ ManyChat sends the full property site
→ Google sign-on captures their info
→ lead lands in Lofty tagged by price range, timeframe, and area
That database is thousands deep now, she remarkets every new listing to it. She shows it in every listing presentation.
When another agent pitches 1% commission, her answer is that they don't have this.
What you should do today: Decide what you'll spend to market the next listing, then make sure every comment has a path into your CRM. Attention with no capture is just attention.
STEP 4: The pricing rule that makes the price drop the market's decision
Start with a disciplined list price. Give the seller market value, then show them what an aspirational number really is:
Every price is an invitation.
Then the 10/10 rule. Ten days with no showings, or ten showings with no offers, is the trigger.
Walk into that call with data. Marketing spent. Views on the video. Showings.
She calls it a price improvement. New ads run at the new number, email goes to the database, and everyone who showed the home gets a call.
One of her agents watched her run this call last month and said she'd been trying to get the same seller to drop for weeks.
What you should do today: Set your own trigger, 10 and 10 or whatever fits your market, and tell the seller the number before you list. The conversation is already agreed to when you need it.
THE CLOSE
The one thing: the listing video isn't where Paige's clients come from. It's why the clients who were already coming pick her, and why the ones who did get a system, not a post.
Her worst spend in 13 years was buying leads. "It's so much better just to go in on the people that already know, like, and trust you."
Search $67M Instagram Realtor: How to make listing videos that actually work on YouTube or your favorite podcast app to watch the complete episode now!
-Andrew
