Hey,
Real Estate Legends has passed 3 year old. The best part of this for me has been watching how agents actually build in real time.
I've known Wilson for years. He started going hard in content only a few years ago.
He runs a $200M team and sold $24M from content last year. He's on pace for $40M next year.
He's not the MOST creative guy. He's not an ultra luxury agent.
He's just gone 2+ years posting consistently without caring about followers or views.
Here are the numbers he cares about instead.
P.S. It’s cool to see the podcast episodes keep getting better. Check out the most recent ones with Malte (CEO of Luxury Presence) and Aaron (#1 luxury agent in LA).
— Andrew
STEP 1: GRADE THE OUTPUT, NOT THE RESULT
Output is the only thing you control. So output is the only thing you grade.
Wilson’s number is 20 to 21 shorts and 2 long-form videos a week. Miss it and he calls it a failure. Doesn’t matter what the leads did.
How he hits it:
1 session. 2 to 3 hours. All 22 pieces.
He runs the camera himself. Nobody to wait on.
He started at 7 a week, not 22. The bar moved as his capacity moved.
The 7-11-4 rule, out of Google’s Zero Moment of Truth research, says a buyer needs roughly 7 hours with your content, across 11 touchpoints, in 4 different places, before they trust you enough to act.
That’s the number for things people buy every week. A house is a once-a-decade decision. The curve runs longer.
Do this today: pick your weekly number. Make it one you’d hit on your worst week.
STEP 2: YOUR TASTE IS UNRELIABLE. TEST INSTEAD.
Here’s what strangers say when they recognize him in public:
“You make me feel proud that I live here.”
Not “I saw your listing.” Proud to live here.
People in his market hand over half a paycheck to live in that zip code. His content tells them it was worth it. That’s the whole product.
Do this today: write 5 buckets. List 10 ideas across them. Don’t rank them. Film all 10.
STEP 3: YOU HAVEN’T EARNED THE RIGHT TO ASK YET
This one is going to bother people.
Wilson won’t take a content question from an agent who hasn’t published 50 short-form pieces. That includes him.
He’s honest about the front end too. The first 10,000 followers are harder than 10,000 to 50,000. Nobody buys from you at 400 followers. You don’t look credible yet. They’re watching.
Do this today: count your published shorts. Under 50? That’s your only project.
STEP 4: THE VIDEOGRAPHER PAYS FOR HIMSELF BEFORE HE SHOOTS A REEL
Agents skip hiring media because they file it under marketing. That’s wrong
50% (or more) of that person’s week is listing shoots you’re already outsourcing to somebody else. The content is what’s left over.
Wilson ran the math on camera:
Videographer/editor salary in his market: $75,000 to $80,000
Half the time is listing production, already in the budget
20% goes to filming his agents, call it $20,000 of the salary
Remote editor: $20,000 to $30,000
Whole media program: about $40,000 a year
Those are Bay Area salaries. Yours are probably lower. The math runs the same direction either way.
Now compare it to what’s already leaving the building. Marketing runs 9 to 15% of revenue for most teams. At a $2.5 to $3 million run rate, that’s $200,000 to $300,000 out the door.
“Maybe instead of having a second fancy car for the weekend, invest in a media team.”
6 years running for him now. Bookable Fridays, four 90-minute slots, 16 agent shoots a month.
Do this today: pull last year’s marketing spend. Put $40,000 next to it. Decide whether budget is really the problem.
STEP 5: YOU CHOOSE WHO CALLS YOU
Wilson launched a second brand, Curated by Own, built only around $3 million-plus properties:
Walk million-dollar condos, you become the condo guy.
Walk $3 million homes, you become the $3 million guy.
Talk about restaurants, restaurants call you.
“The cool thing is you get to choose.”
It’s already true for him. His leads from social come in above his own listing average, in a service area he picked for low competition rather than money.
FYI he’s been doing this far before Curated. The original brand he matches his demographic and psychographic to himself, and shared content that matched him.
Do this today: name the client you want more of. Pull up your last 10 posts. If a stranger saw only those, would they call you for that client?
WANT THE FULL STRATEGY?
Search $40M Real Estate Content Genius: How to Get Your First 10K Followers on YouTube or your favorite podcast app to watch the complete episode now!
