This platform is about the non-obvious, the subversive, the counterintuitive stuff.

That’s where Jess really stands out.

We’re talking…

* screenshotting troll comments and sharing them openly

* posting on IG for years without selling anything

* breaking the model of “accountability” coaching

She also runs ListingsLab from a small Caribbean island.

Is she the Bond villain of real estate coaching?

Too generous and fun to be a villain…

But she just might be the next model of real estate coaching.

She sells systems and permission. Not butt-kicking accountability.

She’s raw, irreverent, and unapologetic.

In everything from her content to coaching.

All underpinned by deep thinking and unorthodox strategy.

Let’s get into it...

Non-Obvious Insights from our Conversation:

Buy a Dinosaur Puppet. Talk to the Puppet.

“The opposite of love online isn’t hate, it’s indifference…So I’m not trying to be clickbaity. I’m not trying to rage bait or anything like that. I’m just constantly forming my own opinions about why we do the things that we do, backed up with data.”

Ok so the dinosaur puppet…Jess bought it specifically to “conversate with on my Instagram in terms of dinosaur real estate agents.”

With almost 90k followers, she knows it will rub some people the wrong way, but that’s the point. By creating a strategic enemy…and quickly alienating agents who don’t like her style…Jess magnetically attracts those who will.

This is where many leaders will miss the boat on “authenticity.”

It’s not about using more slang in your marketing copy, or sharing your hobbies or interests on Insta. Sure, that’s better than stodgy corporate content.

But the next model of coaching pushes that much further.

Be so radically authentic that you quickly and gladly alienate the wrong agents.

To the right agents, that’s magnetic.

Turn Internet Trolls into Permission Content.

“Cold traffic is a nasty place on the internet, right? But I think the comments are hilarious. So I do my version of Mean Tweets... I screenshot all of them. I send them to my friends…There’s an element of permission [agents] are looking for. We’re all getting trolled... If I’m really transparent about it and we can have a laugh over it…maybe it’s not such a big deal.”

If you’ve ever coached agents on creating content…you know the frustration.

But what if every missed deadline, every unposted video, are just outer signs of an inner fear of being visible?

Traditional “butt-kicking accountability” coaching doesn’t have a great solution for that.

By showing that Jess doesn’t care about trolling comments, she gives agents permission to not care, either. Even to share their troll comments and laugh together.

That’s a very different approach.

Show Up & Serve…Long Before You Ask for the Sale.

“Now I have this untapped audience on Instagram that I’m starting to pull business from. And I’m finding that... because I haven’t sold so heavily to them, they’re a lot more open to being sold to at this point.“

While selling heavily on other platforms, Jess showed up on Instagram for years. No pitching, just being herself and sharing content.

I would tell any leader to do the same…with one caveat.

You need the right kind of offer.

Leaders are telling me they’re hearing lots of exhaustion, hesitation and self-doubt. Agents have seen so much fake urgency, artificial scarcity, and exaggerated promises. They’re doubting everyone, even themselves and their own decision making.

So whether the offer is implementation, customization, or just more access…

Agents need a plausible, structural reason to believe your offer is 10x more valuable than the content you give away. That value must be baked into the structure of the offer itself.

Want Attention? Stop Watering Yourself Down.

When asked what topics were getting her traction with agents…

“Just say the things you’re afraid to say... say the things that you think, and then you vanilla down before you spit them out.”

I’ve asked many leaders that question. No one gave an answer quite so blunt and insightful.

It’s not easy to cut through the noise online. I talked about that in MicroFamous, which came out 5 years ago.

My solution was to use content to deliver an idea so compelling, so startling, so arresting and attention-grabbing, that once prospects encounter it, they can never unhear it. They must learn more. And I still believe that’s the best approach for MY kind of clients.

Jess is running her own version of that playbook.

Sharing bold and polarizing opinions…formed from deep thinking and daily coaching…delivered in her unique style.

The Next Model of Real Estate Coach

Based on my conversations with Jess and others who fit the same model, they…

* Stay raw, authentic and unapologetic…even in the face of online trolls

* Turn off agents they don’t want to coach…gladly and immediately

* Show up and serve agents…long before asking for the sale

* Take a strong stand…often calling out a “strategic enemy”

* Say the things they really believe in…even when it’s risky

* Give permission…not just butt-kicking accountability

At the very least, it’s a great example of the kind of marketing that’s working right now.

But I’d be OK if that becomes the dominant model of real estate coach.

Want to go deeper? Click on the audio file above for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify.

Hit Reply and tell me what you’re seeing.

Know another coach who fits this model? I’d love to talk to them.

Steal This:

Find something that you stand against.

Could be a person, a group of people, even an idea.Go on Amazon, and buy a puppet or plush toy that represents it.It’s a light-hearted exercise to find your strategic enemy.

You might even use it in your content!

Quick Links & Resources

ListingsLab

Jess’ story (powerful)

Connect with Jess on Insta

There’s more in the conversation I didn’t have room for, including Jess’ plans for her new AI product (in launch at time of recording). So check out the full audio, and make sure you’re connected to Jess on Instagram if you’re not already!

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Want to reach your best prospects with mastermind-style content like this?

Click here to check out our Done-for-You Content service.

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