In this episode of The Luxury Presence Podcast, we sit down with Jose Prats, a top LA agent, Director of Character Homes at Christie's International Real Estate, and a social media powerhouse who built his business on authenticity and a passion for architecture.

Jose shares how he went from nearly pursuing aerospace engineering to flipping homes, carving out a unique niche around LA's historic character properties, and turning that into a brand that now drives 80% of his business through social media. We dive into:

• How Jose built his "character home" niche and why your brand should start with what you love
• Why most of his business now comes from Instagram, TikTok, and YouTube, without running ads
• How he uses video to create emotion, attract offers before the MLS, and turn followers into real clients
• The secret to keeping content authentic, and why he avoids the overly polished look
• How he uses AI for everything from writing captions to organizing offer emails, and why it is changing the way he does business

Whether you are a new agent trying to stand out or an established producer looking to capture more leads online, Jose's insights on niching down, staying consistent, and embracing new technology will give you a clear playbook to grow your brand.

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Jose Prats: https://joseprats.com/