Suneet: There’s a reason why all the top coaches and trainers out there like Tom Ferry are telling you to work on building your brand, and it’s going to work in every market regardless. Today we’re going to speak with Keri Shull, one of the top agents in the country and what she’s doing to build her brand and crush it in her business.
SA: You hear me say it. You hear all these people say it, “Content, content, content.” But Keri does it a little bit better at another level. She has a strategy behind the content she creates. So Keri, tell me how that works.
Kerri: Well, I hear it from agents all over the country. They try and execute on a social strategy, and they’re frustrated because they feel like where’s the actual ROI.
SA: Yes.
KS: So I was looking at it, and for a while, I was really focusing my social on, “I want to talk to buyers. I want to talk to sellers,” and the problem with that is then you’re only getting in front of such a small percentage of the population, right?
SA: Yes.
KS: So what I realized is, “Okay, I want to engage with a broad audience. I want to as Gary View would say, ‘be the mayor of my town,’ but I also want an ROI on my effort.” So I started focusing on, “Okay, I want to engage with the masses, but then I want to hook the people who are looking to buy or sell now by really focusing on what their challenges are and providing that content in addition to everything I was doing.” And that’s what really started to propel our success.
SA: Wow. Boom, that was amazing. So you’re creating content not to generate leads but to build an audience.
KS: It’s exactly what we’re trying to do. I would say that building an audience of people who know, like, and trust you is absolutely critical. And once you’ve done that, by the time you’re meeting with them, it’s not even a question. So I’ll give you an example. I met someone at an open house over 10 years ago, over 10 years ago. And last year I went on social media, and I just said, “Hey ladies, I am doing this women’s event. I want to help inspire those of you that are moms that are trying to figure out how to have work-life balance.” I just sent an invitation out to my audience, and this lady that I met 10 years ago at an open house saw it. She came. We hit it off at the event. She was like, “I was almost embarrassed to come, but I’ve been following you on social media.”
SA: Love that.
KS: And so next thing you know, I just got a text from her a few days ago, and we’re selling her 1.5 million dollar home. We didn’t have to go and present against a bunch of other agents. She already knew me, liked me, and trusted me from being in my audience, and so it was a natural fit to sell her house.
SA: That was awesome. Thanks for your time my friend.
SA: So stop chasing transactions and start chasing relationships. Doing a video is one of the easiest ways to do it. That’s exactly what Carrie does, and that’s why she’s crushing it. I really hope you liked today’s episode of The Hustling Agent. If you did like it, share it, follow us on YouTube, Facebook, and Instagram. And we’ll see you next time on The Hustling Agent.
