One of the best tests for content is to ask yourself:
“Would I actually want to see the thing I just posted?”
If the answer is no, that will answer 90% of the questions you have about why something isn’t getting any engagement.
The agents who win the most attention are the ones creating something that people want to be a part of.
That’s why I think FOMO is the most underrated marketing strategy in real estate.
People don’t just buy homes because of square footage. They don’t join teams because of commission splits. And they don’t follow people because they posted another Canva graphic with three tips.
They follow momentum.
Stop Posting What You Think You Should Post
Last week, I spoke at one of Jason Cassity’s masterminds, and a team leader asked me what she should post to recruit other agents.
Should it be the number of agents on her team? Agent-to-agent education? Testimonials from team members?
I responded by asking her a follow-up question:
“Is that something you would actually want to see? When you’re in between appointments or finally sitting down on the couch after a long day, are you looking to learn? Are you looking at a screenshot of a tiny testimonial about why someone has such a great team? Do you care that a team is growing?”
Of course you don’t.
Neither do other agents when they’re scrolling.
This isn’t to say you should never post that kind of content, but I explained that the best content is usually the stuff you would actually want to consume.
The Best Recruiting Content Doesn’t Feel Like Recruiting
For team leaders, I think the best “recruiting content” is action.
What I mean by that is you’re actively selling. I see you in front of houses. I see you in the community. I see events. I see you out and about. I see excitement. I see action. I see the culture and fun nature of your team.
Two great examples are Ryan Serhant and Shannon Gillette.
Ryan Serhant is always on the move. He’s showing $100 million properties, hosting huge mixers, collaborating with his brokerage page, and constantly putting himself in situations where you can feel the energy through the screen.
Shannon Gillette is another great example.
She approaches a lot of her content like news announcements, and it immediately captures attention.
View this post on Instagram
She does a fantastic job documenting the people, the events, and what it actually feels like to be part of her team.
How much better is this than a traditional Canva graphic with numbers?
View this post on Instagram
FOMO Is the Most Underrated Marketing Strategy in Real Estate
Ask yourself, what gets someone to join something?
The answer is almost always FOMO.
Whether it’s an event, a team, or even a new listing, people are drawn to momentum. They’re drawn to energy. They want to feel like they’re missing out on something exciting.
That’s what great recruiting content does. It doesn’t tell people your team is great.
It shows them.
Want to Create More Momentum Around Your Business?
Speaking of FOMO, Shannon Gillette is one of our speakers at BAM Camp: Team Leaders, our in-person event in Scottsdale on September 22-23.
We’re down to just three VIP tickets, and the event is already over halfway sold.
If you’re looking to grow your team, we’d love to see you there.
