25,000 agents in Phoenix alone. Dominate that market and your podcast is automatically among the top in the country. Same for newsletter or YouTube channel.

So that’s what Lance Billingsley is doing. As VP of Agent Development at Navi Title (AZ’s fastest growing title co), he’s out talking to agents every day.

He wanted to build a show around the mindset of the top 13% of agents.

But he’s starting hyper-local. And it’s working.

Non-Obvious Insights from our Conversation:

Create “Pick Up Your Head” content

“Agents do nothing but keep their heads down. They work with their heads down, they work in their market, they’re stressed about rates, inventory, rules. The good ones pick their heads up every once in a while, look around and go, ‘Oh, that’s what I need to pivot to!”

Create content about the 30,000 foot view, throw in the right guest and fast pacing, and you have a winning formula to get agents to pick up their heads.

Your best podcast guest might not be the big name

“Arizona is such a niche unicorn market that people just want to hear from local people in their market…that they see their signs or they see their names.”

Bonus if you can find that local agent who cranks out big numbers without big talk. Tap into the natural mystery and intrigue they’ve built up in your market.

Email + Partnerships Move the Needle…Not Social Media Alone

Lance partnered with WeSERV, the Phoenix-area REALTOR association, to sponsor and promote the podcast, as well as the Arizona School of Real Estate & Business.

These kinds of partnerships - title or mortgage company paired with local association - are potential golds mine for all brands involved.

The association gets content that’s way more engaging than they could produce on their own. The title/mortgage company gets credibility and reach to every agent in that association. Win win.

Want to go deeper? Click on the audio file above to listen to the full chat, also available on Apple Podcasts and Spotify.

Or Hit Reply and tell me what you’re seeing in your marketing

Are big name guests or partners failing to move the needle for you?

There are hidden reasons for that.

Steal This:

Get hyper-targeted. Create a limited series of content that ONLY appeals to your best prospect.

AI enables mass personalization. So agents are about to expect more personalization in the ways brands and leaders market to them. Get ahead of that trend with small experiments to find what grabs attention.

Quick Links & Resources

13% Podcast on YouTube

13% Podcast on Apple

Navi Title

Connect with Lance on LinkedIn

Big THANK YOU to Lance for pulling back the curtain on the strategy and tactics behind his show.

If you don’t know him, fix that! Reach out to connect with him.

He’s one of the most forward thinking people you’ll meet in the title space.

-Matt

CEO - MicroFamous Author - MicroFamous

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This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com