Mindfulness.

Agents don’t know they need it, they aren’t looking for it, and when they’re made aware of it, they don’t immediately see its potential.

Aaron Hendon sells mindfulness training.(on top of running his brokerage, speaking, podcasting and Substack-ing.)

Here’s how Aaron puts his content in front of agents who aren’t looking for it.

Non-Obvious Insights from our Conversation:

Meet Agents Where They Are

“So how do I position this so that it’s in their way? So it’s where they are, right? That’s our job as marketers is to put our product where the people already are looking, right? Not to get people to change how they look at it. We have to change our thing so that it looks like what they want. As long as it also delivers the promise, it can look like whatever you want it to look like. It’s not a bait and switch if you actually deliver on the thing in the first place, right?” - Aaron Hendon

Aaron creates content that starts with an urgent problem agents relate to…and ties it to mindfulness.

That’s something any expert or coach or speaker can do.

Start with where agents are, offer a solution to an urgent problem they’re dealing with, but the solution is a small, tactical piece of your full methodology.

When that tactic works, it proves that your content is worth coming back to, and starts that slippery slide we all hope for - where the right people binge our content.

Want support to create your best content…consistently?

Check out our Done-for-You Content Production & Strategy. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

Put Your Content in a Different, More Urgent Category

AH: “So the way I’ve started to position this is it is a performance enhancer. And that is what they’re looking for. They’re looking for a way to perform better…And the metaphor I use to demonstrate that mindfulness and meditation…increases performance in a way that people can hear it is…Phil Jackson, AKA the Zen master….There is no human being on the planet more competitive than Michael Jordan. But Phil Jackson had him meditating. Phil Jackson has 11 rings. You wanna think meditation is soft and woo-woo, knock yourself out. But it is a performance enhancer. There’s not a professional sports team in the world now that doesn’t have a mindfulness coach, doesn’t have someone to handle mindset. So I have to reposition what I do to get it out of the wellness space and into that.”

For the right agents, that puts mindfulness into a category they already care about, a category they probably already spend money on. So instead of trying to create new demand and new spending from scratch, he can tap into existing demand and redirect existing spending.

And how do you find those categories that agents already care about and spend money on?

Use AI, YouTube and Keyword Research to Uncover Insights into Agent Language

AH: “There’s AI tools for this. What are the keywords, all that stuff. And you can run this through Claude or Perplexity or anything you want. This is what I think AI is great at. Not so much creative stuff, but analytical stuff. Say [to the AI], ‘Here’s my offer. What are the components of this that people are looking for? How do they speak about it?’ If you have reviews of your product, which I do, I took all my Google reviews of my class and I put it through, added it to AI.”

I’ll dive into some specifics next week. For now just note that there are a bunch of ways to do this kind of research, but effort definitely matters.

I’ve come across research lately showing that AI queries perceived as low-effort or low-cognition (read: lazy), get allocated less computer power by the AI tools. In other words, Ask AI lazy questions, AI gives you lazy answers.

One of the quirks of the AI models we have right now is they can confidently deliver accurate-looking reports, analysis and recommendations…based on inaccurate data. AI sometimes skims, takes shortcuts and makes stuff up. Never assume AI has done the work properly unless you spot check at every stage.

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

Or Hit Reply and tell me what you’re seeing

Steal This:

Aaron has been on 50 podcasts in 4 months thanks to a tool called PodPitch.

It’s an AI-powered podcast pitching system, Aaron says it’s about $300/mo but was well worth it and their customer support and AI learning have both been excellent.

Couple caveats to keep in mind: Aaron’s targeting podcasts in AND outside real estate, so if you’re just looking to get on real estate podcasts, those numbers would be tough to match. Also time is of the essence, as AI tools have no moat, everyone can send the same kind of pitch emails. When everyone sends the same pitch emails, they lose their effectiveness.

Quick Links & Resources

Aaron’s website

Aaron’s story

Mindful CEO Podcast

Mindful CEO on Substack

It was so cool to have Aaron on after meeting years ago through Real Estate Uncensored! He took on a big challenge of selling mindfulness to agents, but he’s got the strategy right.

Now the challenge is to keep meeting agents where they are and offering mindfulness as the performance enhancer it is. If you’re looking for a great guest to share that perspective, reach out and I’ll make an intro!

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your message - So you’re excited to create content, and you have a ‘signature talk’ you can take to stages and guest interviews.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

Humans are empathetic, so we assume other people are like us. Feel like we feel. Think like we think. It’s probably the most human assumption to make.

When we market our business, everything we do and say is built on that assumption.

The conversation with Angela shined a giant spotlight on that assumption.

So much of what she shared may sound counterintuitive to leaders. But when she’s on stage at a real estate event or speaking to a brokerage, I guarantee you a huge percentage of those agents are thinking, “FINALLY, a leader who understands me!”

Lately I’ve been doing some work on better understanding my personality and behavior, from Enneagram to Human Design. Super interesting, and in some ways, scary accurate. And that work uncovered some fundamental mismatches in my wiring, and the wiring of the coaches, speakers and authors I serve. Mismatches that create friction.

Which led to this takeaway: Great marketing starts when we step outside ourselves.

When we market and sell to people who are wired differently, we’re going to have some massive blind spots. I have them, so I’m documenting this for myself as much as for other leaders.

Here are three practical ways we can step outside ourselves and market to people who are wired differently.

Set Aside Our Own Ego…Temporarily

Ego is part of the drive to teach, train and lead. Without it, no one would speak on stage or do a podcast interview. I’d be running a different business.

So I’m all in on having a healthy ego.

Just not when we’re crafting our marketing strategy.

Prospects have their own ego…their own story about their identity, their successes and failures, their strengths and weaknesses.

If we don’t understand that story, what’s the foundation of our marketing? Our own story.

I hear it when I speak to coaches and leaders.

Agents need…Agents should…Agents have to…

It all starts from their own story.

Agents have their own story…what they need, what they should be doing, and what they have to do. Especially when it comes to the things they buy, the leaders they follow, the brokerages they gravitate towards.

By setting aside our own ego, we open ourselves up to their story.

Want support to create your best content…consistently?

Check out our Done-for-You Content Production & Strategy. We turn raw footage into professional YouTube videos, podcasts and email newsletters.

So you get visibility and authority, without more complexity, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

Question Our Assumptions

When we craft our marketing, we do it from a set of assumptions. What if many of those assumptions are wrong?

Angela pointed out that leaders and agents all use the word support… but mean completely different things.

When it comes to assumptions, that’s just the tip of the iceberg.

A couple months ago I stumbled onto a fascinating book on ‘power phrases for selling to entrepreneurs.’ [show screenshot]

The book pointed out that most marketing to entrepreneurs is around ‘growth.’ But in actual research with entrepreneurs, the word ‘growth’ didn’t resonate.

Growth has connotations of busy-ness, higher risk, higher demands on time and energy. All clashing with the drive for freedom…the real reason they became entrepreneurs.

When we question our assumptions, we open ourselves up to a deeper, more accurate understanding. We give ourselves a chance to see our prospects as they really are, not how we want them to be.

And that allows us to…

Meet People Where They Are

I grew up in church, my dad was a youth pastor when I was young, he planted two churches before I was age 10, and I helped him plant another at age 21.

He’s a deep thinker, and he wanted to share that deep thinking from the pulpit. That drew in people who were starving for that. It worked for him, as he drew in people who wanted the exact thing he was wired to give them.

But he never figured out how to draw in people who are wired differently. So his churches grew organically, mostly by word of mouth.

When it comes to marketing, meeting people where they are can take different forms

* Marketing on the platforms they’re actually on…so they don’t have to go somewhere else to find us

* Changing our phrasing to be more supportive and positive…so they don’t feel shamed or preached at

* Catering to their actual buyer journeys…so they don’t have to change their decision-making process to buy from us

It’s all about dealing with reality on reality’s terms. Meeting people where they are and inviting them to take steps toward us, rather than trying to get them to come to us on our terms.

And if we really commit to meeting people where they are, that approach doesn’t stop there. We might even build products and services around their actual behavior and decisions…so they don’t have to change to get results.

Hope that sparks some new ideas.

Appreciate you taking the time to read or listen, and talk soon!

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your message - So you’re excited to create content, and you have a ‘signature talk’ you can take to stages and guest interviews.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

So we know that 80% of agents aren’t wired like the top performers.

And since coaches, team leaders and broker owners come from the ranks of top performers, there’s a major disconnect between how leaders are wired, and how agents are wired.

But once we understand the psychology, what does real support look like? Here are the…

Non-Obvious Insights from our Conversation:

Help Agents Craft a Lead Gen Strategy Rooted in Their Identity

Angela’s experience as an agent and mother, joining a local homeschool moms group, changed how she looked at traditional lead gen advice.

AKT: “They [moms] were using me themselves and referring me to everybody that they knew. I didn’t have to pick up the phone and make another cold call…I just stumbled into this lead generation gold mine… by being more of who I am and less of who I’m not, and now business just falls in my lap.”

That experience also shaped her leadership and coaching:

AKT: “When I started coaching, I would tell that story, and I would help agents start to figure out what is their thing. Guess what? It worked!”

“That’s where I start with my agents. It’s helping them with identity work. Who am I? Who are my people? What do I love to do? Because right in there is your business. Right in there. Now, I call that your Heartprint.”

Help Agents Reverse the ‘Normal’ Emotional Flow of Their Day

Angela points out that most agents start out with an emotion when they wake up in the morning, and then the day ‘kind of drizzles off from there.’

The industry hands every agent the same set of tools; make a vision board, replace negative thoughts with positive, be more disciplined. And for top performers, that can work (for a while).

But that approach doesn’t match how the 80% of agents are wired. So it fails.

Angela contends that leaders and coaches could take a different approach: Give agents a different set of tools to handle the uncomfortable feelings and nervous system triggers that come up in an average day.

AKT: “…we’re addressing the emotions that come up for them as triggers…their nervous system responses. So now, we’re actually addressing all of it, and reversing their natural flow. We start with the Heartprint, and then we go backwards.”

When agents get handed the same set of tools, simply because they work for top performers, they feel unsupported. And when 80% of your agents feel unsupported, retention becomes a major issue.

This Will Make or Break Your Agent Retention

Angela makes a strong case that brokerages and teams are consistently bleeding agents by tailoring their support to the very people who need it least.

AKT: “If you’re focused on the top 20%…they’re gonna do it regardless. They’re the high Ds, the high Is. Those are the people that are the top producers. They consistently produce. They’re like machines.”

“The reason the majority of agents leave, they say is support. Well, guess what? They go to the next brokerage and the [brokerage] does the same thing. And they don’t feel the support there either. So they keep hopping from brokerage to brokerage until they find somewhere where they do feel supported…leave the industry completely…Or they just stay at the last brokerage…produce inconsistently, and shame themselves as they’re doing it. They continue to believe that they are the problem, and they’re just not good enough, and they never will be…”

This changes everything I love about real estate…turning an amazing opportunity for freedom and unlimited income, into an impersonal machine that shames people for who they are, shames them for not producing, and then shames them if they leave.

And I know you…the leaders and coaches of this industry. That is absolutely NOT your heart or intention.

So I hope if you’re reading (or listening), you’ll take this episode in the spirit in which it’s intended: As an opportunity to reframe how you see the ‘average agent.’

Instead of seeing 80% of agents as perennial under-performers who take more time and energy than they give back in profit…see them as people who need a different set of tools to unlock their potential.

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

Or Hit Reply and tell me what you’re seeing…who’s doing a great job retaining that 80% of agents who are wired differently from the top performers?

Ask This:

Does any of my coaching, training or leadership approach start with an understanding of the agent’s identity? If not, take it as an opportunity.

Create different tools, classes and internal training. Find that agent who does 20-30 deals a year off referrals from their kids playing sports, give them a platform to teach agents who are wired the same way.

For the ‘other 80%’ of agents, that has a much bigger impact than hearing from the listing agent who hits the phones 3 hours every morning.

Quick Links & Resources

Rooted Agent Method - Angela’s online, courses and resources

Angela’s Story

Once again, massive thanks to Angela for sharing and I hope the message resonates with leaders and coaches. I could just as easily have been one of those bouncing around, shaming myself and thinking I’m the problem.

Instead, I was one of the fortunate ones. The right mentors and the right books shifted my perspective. I was able to overcome a bunch of head trash and nervous system triggers from childhood, and build a successful business around how I’m wired.

If you can help agents do the same, you’ll change a lot of lives.

Talk soon,

Matt

Agency Founder & Author of MicroFamous

PS When you’re ready, my agency provides…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your message - So you’re excited to create content, and you have a ‘signature talk’ you can take to stages and guest interviews.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

What if your core assumption about agents was wrong for 80% of them?

What if everything you assume about their mindset, motivations, and behavior was more of a mirror on YOU than an actual understanding of agent psychology?

Think that might affect your ability to lead, market and sell to agents, and ultimately, have the kind of positive impact you want to make in this business?

That’s the topic for today’s guest, Angela Kristen Taylor. She’s a veteran of a variety of coaching and leadership roles in real estate, and today runs Rooted Agent Method, which you’ll hear more about in Part 2.

Let’s jump in..

Non-Obvious Insights from our Conversation:

Most Agents Aren’t Driven by Money…They’re Driven by a Nervous-System Need for “Home” and Freedom

“They have a subconscious desire to help people find home in the way that they did not have, but they saw other people have. They know it’s possible. They want it for themselves. They have been unable to create it, and they want to help others find it. Because in helping others find it, maybe they’ll be able to find it and keep it for themselves.

Freedom is [not] being under somebody’s thumb, right? This is where that motivation comes from. When you’re under somebody’s thumb your whole life, somebody telling you who you are, what you’re about, and, and that everything that you believe about yourself is either wrong or not okay…you want to escape that.”

Given my background as a pastor’s kid, I can totally relate.

Freedom is my #1 value. Not because I had a bad childhood (in many ways, it was perfect for how I’m wired). But I was still under someone’s thumb, even someone loving and well-intentioned.

Traditional Lead Gen Methods Trigger Fear & Shame for Most Agents

AKT: When an agent has to pick up the phone and make a call to a stranger, could’ve been a warm lead- still a stranger, right?

They’re gonna go back to that experience where they had to ask someone in authority for something, a boss, a parent or a teacher, somebody in authority that they had to reach out to and ask for something, and they got yelled at, they got talked down to, they got shamed....Whatever the case, there was something there that told them, “I’m not allowed to do this. It’s not safe to do this.” Their body creates this record in their nervous system that says, “This is not safe.” Every single lead generation activity taught in real estate activates that record.”

Want support to create your best content…consistently?

Check out our Done-for-You Content Production & Strategy. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

Toxic Positivity Doesn’t Get Stalled Agents into Action

AKT: “Toxic positivity. Let’s make a vision board. Let’s just get our mindset right. That doesn’t fix a stalled out nervous system. When agents take a class, and get, “How much money do you wanna make? And let’s backtrack that to how many calls you need to make to get to that amount of money…” Agents don’t care about money. So they check out. They show up inconsistently, ‘cause they don’t know what’s wrong. But when they have heard their entire lives that they are the problem, they’ve been conditioned to believe it.”

Absolutely brutal, and I know because I experienced and pushed through it anyway. It massively sucked. I got RedX, I made the Expired calls, I won the listing appointments…for a while.

Until the cognitive dissonance caught up, and I burned out on being something I wasn’t.

But isn’t this all just a mindset problem?

Here’s Angela’s take.

AKT: “This is not about mindset, and that’s another problem that we have in the industry right now…When we understand agent psychology, we change all of our language. We change our tactics. We change how we motivate agents.”

That’s it for Part 1 of my conversation with Angela Kristen Taylor.

In Part 2, we get much more practical. Angela walks through:

* how to help agents build a business and lead-gen strategy around their identity

* how leaders and coaches can design frameworks that work for the silent majority of agents

* what real support and retention look like when you actually understand agent psychology.

So if you felt called out or challenged by anything in today’s episode, good. Stick around for Part 2. Angela walks us through what to do differently.

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

Or Hit Reply and tell me what you’re seeing with the silent majority of agents. I’m always open to another perspective, and I’m happy to feature opposing views!

Ask This:

Think about YOUR personality type…the motivations that drove you into real estate…and then to higher levels of success.

Does your personality type and behavior match the majority of agents?

If not, you have just held up the mirror to yourself. Odds are, you have a very different internal wiring than the majority of agents you’re leading, marketing to, and trying to impact.

Quick Links & Resources

Rooted Agent Method - Angela’s online, courses and resources

Angela’s Story

Massive thanks to Angela for coming on! I love deep conversations that dig into the real cause-and-effect relationships that are often glossed over. She’s spent years in the coaching trenches helping agents become more successful, and sees the aftermath of all the hyped-up conferences, sales meetings, brokerage churn, and industry changes that are rocking agents’ world right now. The better you understand agents’ internal wiring, the better you can serve and impact them.

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your message - So you’re excited to create content, and you have a ‘signature talk’ you can take to stages and guest interviews.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

Note: This is the first installment in Micro‑Shifts That Unlock Real Audience Growth, featuring stories from real coaches, speakers and authors, the deeper principle at work, and one micro-shift you can make today to unlock the audience growth your content deserves.

When I saw an ex-YouTube employee admit that YouTube didn’t provide a growth playbook for the Partner Program, that was a lightbulb moment.

Her entire role in the Partner Program was to look at channels that were getting some traction and help them get serious growth.

You’d think YouTube hands her a playbook of best practices on day one. Nope.

YouTube taught her to build a custom growth playbook for each channel.

That hit me because the thought leadership space is full of people copying our heroes. We’re trying to podcast like Mel Robbins, run events like Tony Robbins, while creating content like Alex Hormozi. Sometimes all at once.

We look at the stuff they’re doing now…after millions of views and truckloads of books sold…and copying their tactics. While mostly ignoring how they broke out of obscurity, all the risky, unproven tactics they tried along the way, and how wildly different each of their paths were.

So let’s look at a couple examples of thought leaders who didn’t copy anyone else’s tactics, but used the same underlying process.

Story: Pat Scopelliti

Pat was a well-known, specialized coach in the recruiting space. Along the way he created some of the most powerful material on goal-setting and success I’ve ever seen.

I met Pat as a podcast guest back in 2015. In the years before he passed, he became an incredible friend and probably my favorite mentor since my own father.

In the 90s, Management Recruiters Intl was the KW of recruiting, and Pat became a fixture in that franchise network. At one point Pat coached both the #1 and #2 MRI recruiters at the same time (despite a fierce rivalry). His work grew their revenue and profits by millions each year.He rode the growth of MRI and the recruiting industry.

But dig into his story, and it turns out Pat stumbled onto recruiting through a random cold call. In the late 80s, he signed up a single recruiter to his business coaching practice, had some success and learned more about the industry. Based on limited data, he decided to double down.

In the process of working with recruiters, he wrote The Switch - a short manifesto on goal setting and success. The Switch put his signature framework on paper, in an accessible format that helped his clients get better results. The Switch also made it easier for his clients to share his content, creating word-of-mouth.

Through trial and error, he found that speaking at industry events also worked well. He was recommended publicly by clients, MRI leadership and their top franchisees, and prospects approached him at events and after.

None of those tactics were on Pat’s radar when he started. The entire recruiting industry wasn’t on Pat’s radar. But Pat was a data guy, obsessed with metrics. He dug into his own data, saw what worked, and doubled down on it.

Story: Rod Santomassimo

Rod built the #1 coaching firm in commercial real estate. 400 active clients. 40 staff coaches.

Today he runs high dollar, in-person events that often result in 30% of the room signing up for coaching. Generating millions in coaching contracts.

But he didn’t start with high-dollar live events. His first big break was an interview-style book.

He wrote the book when he was a new coach working out of a spare bedroom. Coaching in that space was so rare that when he interviewed top producers, not only did they not know him…they didn’t even know what a coach did.

Coaching was new. Writing an interview-style book was new. Rod tried it anyway.“That book became a bestseller for the commercial brokerage space. Within three years, I was the #1 coach everyone knew about because of the book.” - Rod Santomassimo

Then he doubled down, writing more books.

Books built the initial audience, Rod capitalized on that by running live events, which kept growing til they became the foundation of his sales and marketing.

All from trying stuff, watching what worked for him, and doubling down.

Micro-Shift: Copy the Process. Not the Tactic.

It’s so tempting to copy the tactics of our heroes because In many areas of life and business, it works.

Copy Alex Hormozi’s workouts and meal plans, and you’ll get jacked.

Copy what he’s doing on YouTube right now…and all bets are off. Maybe it works, maybe it doesn’t.

What’s the difference? The environment.

With health and fitness, your body is the environment. Cause-and-effect is direct, proven, and crystal clear. More workouts + fewer calories = More muscle and less fat.

In thought leadership, it’s completely different.

Cause-and-effect isn’t clear. Tactics that work for one coach can fall flat for another.

Algorithms have added even more uncertainty, creating winner-take-all dynamics.

For example: When everyone chases the same broad audience…everyone’s message gets watered down.

All the interesting, uncommon, quirky or controversial edges get sanded down. Everyone’s content starts to look and sound and feel eerily similar.

Algorithms respond by finding a winner…and giving the winner 90% of the visibility.

On YouTube, once the algorithm finds a channel that consistently has a slight edge in the right metrics, that channel gets the majority of impressions. All other channels get throttled in the algorithm. Less visibility, less influence, less impact.

But there’s no winner-take-all in health and fitness. When you copy Hormozi’s workout and meal plans and get jacked, there’s no algorithm that gives the rest of us love handles and cankles.

That’s why this micro-shift is so critical. There are just some areas where copying tactics doesn’t work. Thought leadership is one of those areas.

So instead of copying the tactics of your heroes, copy the underlying process.

Going back to the ex-YouTube employee…that’s what she learned in the Partner Program. Don’t copy tactics, copy the process.

* Try a bunch of stuff

* Dig into the data

* Find something that shows promise

* Tweak and improve til it works

Then double down.

Talk soon,

Matt

Agency Founder & Author of MicroFamous

PS Want to double down on content that’s already worked for you?

If you’re like our clients, you’ve already done guest interviews. Maybe more than a few.

Audiences respond, you get leads and you get sales. You know your message resonates and the format works for you.

But you probably also saw the ceiling on guest interviews. You don’t control the message, and you can’t find enough good shows to get booked on.

You need your own show.Your own audience.Your own message.

That’s where we can help. You record raw video. We turn that into professional YouTube videos, podcasts, newsletters and social posts. We dig into the data, find what’s working, help you tweak til it works even better, and double down. All with zero overwhelm, guaranteed.

See how we do it at GetMicroFamous.com and schedule your Free Brainstorm Call. A free 15-minute Zoom where we brainstorm on your show idea and see how it stacks up with our Winning Formula Checklist.

If the brainstorm gets you excited about launching a show, we’ll share what it’s like to have all the production handled. So you can focus on what you do best…delivering your message. That’s GetMicroFamous.com.

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

Fatigue just hit a 5 year high in search interest (per Google Trends).That’s the environment we’re in.

And Mark sees it all over real estate, too.

‘I’m seeing a lot of fear in agents….a lot of agents…have been leaning on…Zillow or Facebook leads or YLOPO…And they’re seeing those leads decrease a little more, every month, every quarter. And so there’s this fear out there because agents don’t know how to generate the business.”- Mark Peebles

Leading an indie brokerage of 140 agents gives Mark serious insight on agent psychology. Speaking around the country, talking to agents at events, and hosting his podcast gives him the 30,000 ft view, too.

So just sell them the tools and tactics to generate leads and they’ll be fine, right?Not so fast…

Agents Aren’t Taking the Business Seriously

MP: “We’re seeing professionalism in the industry…go the opposite direction. Agents are not investing in their own education, and a lot treat it like a hobby.”

If you’re creating educational content to get in front of agents, this isn’t great news. If agents respond to fear and fatigue with inaction, that’s fewer agents finding your content or buying your course.

How is Mark responding?

Lead with Vision & Purpose, Not Tactics

PM: “I try to bring in that it’s about more than just your business, right?

“I have a program, it’s called the Ultimate Success Framework. It’s an online course that I put out. We spend the whole first section of the course talking about ‘What is your personal vision and what’s your purpose?’ “

The course is based on how Mark leads his brokerage agents, and reflects Mark’s personal experience with fatigue and burnout:

PM: “I learned years ago…around 2018, 2019, where I started seeing a counselor. I found…that I had really become a workaholic, a lot of which was fear-based. I had a fear of not having enough business, of not performing at the level that I knew I could perform. And I had become so fatigued. It was affecting my relationships. It was affecting my marriage. And through a really powerful process, I came out on the other side realizing that there’s nothing more important than my marriage, there’s nothing more important than my kids.”

By leading with vision, Mark connects the tactics to the bigger picture, an aspirational vision that sparks energy rather than drains it.

Want support to create your best content…consistently?

Check out our Done-for-You Content Production & Strategy. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

Use AI Tools to Create the Time & Energy for MORE Human Interaction

PM: “AI has made my life so much better, honestly. I sit with AI up all day and have conversations with it….But here’s the thing. I think more and more what I’m seeing is people truly desire human interaction…And so give me all the AI in the world as a tool, it will never replace the relationships that we have.”

Some agents are looking to use AI avatars in their marketing - to put AI between themselves and their prospects. Mark is leading his agents to do the opposite.

I couldn’t agree more. Producing video shows in other industries gives me insight into how the broader culture is responding to AI. In some industries the feedback is very visible online (reddit forums, LinkedIn, etc).

Right now we’re seeing the first major wave of backlash against AI.

Especially when AI is used to directly interact with prospects in the sales or marketing process. People don’t like receiving AI avatar videos, reading AI-written emails, or getting AI-generated DMs or comments on their posts.

Focusing on the human side takes agents’ focus off themselves, their fears and fatigue.And that’s not just good mindset and mental health.That’s good marketing strategy, too.

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

Ask This:

Are you meeting agents where they are…in mindset AND the topics they’re searching for?

Speaking to the topics agents care about…in the exact words they’re using…is critical. Get that right, and agents watch your content, show up to your speaking session, or click on your program or your book.

Once they do, whether they stick around or buy is based on how you make them feel.

Tie the topics they’re searching for, in their exact words, to content that speaks to their bigger vision and sparks a burst of positive energy. That’s a powerful recipe for engaging content that creates sales.

Quick Links & Resources

Mark’s website

Mark’s podcast & YouTube channel (Check out Mark’s YouTube studio setup!)

Mark’s background & speaking topics

NavX Realty - Mark’s brokerage

Mark exudes energy and positivity, so I can see why agents flock to his brokerage. Massive thank you to Mark for being generous with his time and featuring me on his show as well. He’s a great podcast guest and speaker, so if you want a personal introduction, just reach out!

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

I recorded an audio version of the newsletter with additional comments. If you like having audio (even without guests), let me know!

AI has cut Tim Ferriss’ book sales 80% from 2022.

He shared the numbers in a blog post this week.

But in that post, he has this amazing line:

“I’d rather write books for 10,000 people than make short-form video clips for 10,000,000..” Tim Ferriss

But he hit on something many coaches, speakers and authors struggle with.

Messaging Drift - The tendency of content to drift away from the core topics, the core beliefs and opinions, and ultimately, away from the target audience.

Tim knows exactly who his 10,000 are. Do you?

That’s where AI can either be helpful or harmful, because you can use AI…

Haphazardly - creating unfocused content that keeps you invisibleIntentionally - creating laser-focused content that is easy to categorize, consume, and push

Let’s dive into those three concepts - Categorize, Consume, and Push.

Algorithms Push Content that is Easy to Categorize.

That seems to be one of the consensus takeaways from Google’s landmark 2016 paper: Deep Neural Networks for YouTube Recommendations (and further research).

YouTube’s algorithm works like this:

* A viewer spends above-average time watching a video

* The algorithm reaches for similar videos to recommend. Same category, similar concept, format, length, topic, etc.

* Similar videos that add value get recommended first

But the algorithm doesn’t really have a real-world understanding of every video.

It doesn’t have:

* Deep industry context

* Coaching experience

* Access to real time conversations in Facebook groups

It has to rely on your titles, thumbnails, descriptions and metadata.

So content that is very focused is easier to categorize and gets pushed more.

Jefferson Fisher is a great example. 6 million Instagram followers.

ONE theme, ONE format, ONE location (sitting in his vehicle).Laser-focused content. Easy to categorize, consume and push.

But in 10 years of working with coaches, speakers and authors…How many truly choose a niche and create focused content?Easy to categorize, consume and push?

Very few. Because…

‘Hard-to-Categorize’ Content is EASIER to Create

And I don’t mean that in a lazy way.

When smart, curious people follow their muse…Without a 30,000 foot view of their content…The result is messaging drift.

Content for 3+ different types of prospects, on a wide variety of topics, in a bunch of formats.

The algorithm can’t easily categorize the ideal viewer…Can’t confidently predict how viewers will consume the content…Can’t predict what will happen when it pushes the content…

So it doesn’t.

And using AI tools in the content production process doesn’t automatically fix this.

Recent studies show that AI has its own ‘drift’ problems…drifting toward the same writing style, promoting the same ideas, recommending the same business strategies. And ultimately, serving its own goal of keeping people using the tools.

But after the conversation with Matthew Rathbun I realized that…

AI Can Make It EASIER To Create Focused Content

IF you set it up properly.

You set up your initial brand documents, codifying who YOU are, the impact you want to make, the kind of content you want to create. How you deliver transformation for clients or attendees, the key beliefs and opinions you want to infuse in all your content.

Then you set up an AI messaging strategist that reviews all your content, hunting for anything that drifts off course.

* Hooks and headlines that sound like everyone else

* Topics that draw the wrong audience

* Guests who don’t fit your target audience

* Phrases that aren’t authentic to you

* Content that isn’t easy to categorize

* Session titles that don’t fit your speaker niche

Setting that system up starts with knowing WHO your 10,000 people are.

Once that decision is made, you can structure AI to push back, give you the 30,000 foot view, and alert you when your content starts to drift.

Algorithms Aren’t Going Away

Algorithms create fast-growth stories. Those stories grab attention.Everyone flocks to the platform with the most attention, trying to be the next fast-growth story.

So if you’re going to use those platforms, give the algorithm what it wants.

Create focused content that’s easy to categorize, consume and push. And use AI to keep you from drifting off course.

Ask This:

If I could ONLY serve one kind of agent, who is it?If there are 10,000 of them, fantastic! That’s all you need to make 7 figures as a thought leader.

Quick Links & Resources

Tim Ferriss - Has AI Already Killed ‘How-To’ Non-Fiction?

Google paper - Deep Neural Networks for YouTube Recommendations

YouTube official article - On YouTube’s Recommendation System

If you know a coach, speaker or author with interesting opinions and insights to share, reach out. I’m always looking for good guests!

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how my team and I can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

Yes, AI breeds inauthenticity.

And yes, there are still amazing use cases for AI.

This is one of the most impactful I’ve ever seen.

Here’s how Matthew put it:

“I wanted to create a system to make things in my voice. Not violating anybody else’s IP, but built on concepts that had landed earlier.” - Matthew Rathbun

He built an AI operating system to codify his voice, capture everything he says, create first drafts from that library, then have an AI Board of Directors critique the output and feed those learnings back into the system.

Here’s how each step feeds into the next to create the flywheel.

Codify His Voice & Vision.

He worked with AI to document everything that made him HIM - his voice, key concepts, design aesthetic, and language bank.

MR: “All of this started with me walking around my backyard…telling AI, ‘I’m a national speaker or international speaker….this is my vibe…now interview me so you can be the best PR agent and content developer possible.’ Took about an hour and a half. She kept asking me questions. I kept answering. I just would blather on for a while. And then she made it a succinct part of her (AI) memory.”

That forms the foundation layer, the single source of truth.

Critical for AI to take on specialized roles and truly refine your intellectual property.

Capture Past & Current Intellectual Property.

Matthew started with the stuff we all have - live sessions, YouTube videos, webinars, guest interviews, 300+ pieces of content. He got everything transcribed and added to his AI tool (Claude in this case).

He started using the HiDock AI voice recorder to capture live sessions in real time.

MR: “I was teaching this webinar two years ago and I said something particularly clever or something that agents really gravitated towards…I want to capture those moments.”

He can braindump from just about anywhere. He once turned an idea for a class into a ‘killer outline’ in one car ride, just by talking to his custom-built Claude Skill.

Those first steps created a living body of work. Well-documented, continuously updated. Which feeds into the next steps.

Want to create a body of work that builds an audience?

Check out our Done-for-You Content Production & Strategy. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

Create Different Roles for Different Goals

Matthew developed specialized roles within his AI Board of Directors, such as an Instructor Skill to help develop his classes. One of his AI skills ensures that his class content aligns with adult learning principles.

You can do the same for your business and how your brain works.

Here are some options for specialized AI roles:

* AI Search Strategist - Ensures that your content hits specific keywords and suggests ways to optimize your content for AI recommendations

* IP Strategist - Looks for opportunities to capitalize on your IP with books, joint ventures, collaborations, licensing deals and certifications.

* Messaging Strategist - Ensures that all language in your content is consistent with your brand voice and reinforces your key concepts.

Specializing roles is critical to getting good AI output because AI tools have limitations (context windows and memory). The more focused each role can be, the more effective an AI Board of Directors can be as a complete system.

Build First Drafts That Are 75% to Done.

Using specialized AI roles like his Instructor Skill, Matthew can start with an idea, move into storyboarding and outlining content, then to building full course outlines and branded Canva slide decks. All in a fraction of the time.

MR: Now I can go tell her (AI), build out the slides or create it. And using the skill I created [with] my colors, fonts and logos, the final product from AI is 75% of the work.”

Refine the Output.

He then adds his own taste and judgment, working with specialized AI roles built to push back. His AI Board of Directors adds critical feedback and helps expose biases, blind spots, missing calls-to-action, misaligned language and much more

MR: “The [AI} Board of Directors said, ‘There’s two things in all the transcripts you’ve given us that you don’t do well. One is, you don’t have an inspirational closing. A tagline that makes them feel good about the [session content]. And the second thing [missing is] reinforcing with an action.’”

As a result, Matthew made key changes to improve the last few minutes of his sessions. Lacy Schuldt (who books speakers) pointed out that the last few minutes of a session are often what speakers are most remembered for.

For Matthew, his AI Board of Directors has helped him produce content that’s more…

* Clear and well-structured

* Compelling to his core audience

* Consistent and connected across platforms and formats

All in a fraction of the time.

Next week I’ll share how an AI Board of Directors could be extended to solve another problem lurking in the background…messaging drift.

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

Or Hit Reply and tell me what you’re seeing! Anyone else have an AI Board of Directors? Or a unique use for AI tools that’s making a big impact for them?

Steal This:

Matthew also uses ‘negative prompts’ to improve AI outputs:

“I’m very careful to say, ‘Make sure the content we’re creating doesn’t conflict or sound close to any other speaker, author…’ I want to make sure my content doesn’t violate anybody else’s IP or come close to it.”

Quick Links & Resources

Matthew’s Website

Resources page

About Matthew

Thanks to Matthew for coming back AGAIN so shortly after the BEATS conference. He’s a great speaker and an even better human, so if you’re looking to connect, I’m happy to make an introduction.

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

What if AI tools are having a negative compound effect?

AI makes one email better, one listing description better, one social post better. But when it all compounds…everything sounds the same. So no one stands out anymore.

After reviewing speaker submissions for NAR, and watching agents who are AI power-users, that’s the effect she’s seeing.

Paula has a broad view of AI’s effect as a…

* Speaker at real estate events nationwide

* Owner of a real estate school

* Former state association president

So we had a blast talking about what she’s seeing. Here are the….

Non-Obvious Insights from our Conversation:

Many New Agents Think AI Makes Real Estate EASY

“There’s two camps right now. People are either terrified [AI is] going to replace them completely, or people think that it’s absolutely amazing and it’s going to make their jobs super easy…because no real estate problems happen when you use AI, right? It’s fabulous.” - Paula Monthofer

For anyone training new agents, that has to be concerning. The last thing you want are agents coming in thinking the business is easy.

Many Speakers Submissions Contain Identical Language & Promises of ROI

PM: “So many of them were obviously written by the same AI program….same exact rhetoric, you know, ‘[My sessions is] going to increase your business by 15%’ or whatever the percent was…Everybody had the same percentage because everybody’s AI gave them the same ideas.”

This pitfall can sneak up on you, especially in areas where every coach, speaker or author is looking for an edge. A way to stand out.

AI might give you a really amazing suggestion.

But if your competitors all get the same suggestion, where’s the competitive advantage…where’s the edge?

Want to create content that gives you a real edge in the market?

Check out our Done-for-You Content Production & Strategy. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

If Words were Ice Cream, AI Makes Everything High Quality Vanilla

PM: “It’s better if you really like vanilla…if you like vanilla, this is like the creamiest most French vanilla ever. But if you wanted to try some lobster ice cream sometime, that is not happening.”

I love that analogy. AI can make something better …but it makes that thing better in the exact same way…for everyone.

In the agent world, she’s seeing listing descriptions, emails, marketing emails, all starting to have the same vanilla voice. She’s seeing it in the thought leadership world, too.

“The big thing is, especially as someone who’s been speaking in leadership for so long, about authenticity. It’s just this discord. It’s this disharmony with being authentic. It is synthesized. That doesn’t make it horrible. That doesn’t make it evil. That doesn’t make it awful. But it certainly doesn’t make it authentic.”

When you see a lot of AI-influenced output all in one place, you see the negative compounding effect.

* LinkedIn posts

* Podcast pitch emails

* Speaker submissions

* Amazon ‘best-seller’ books

When you review a steady stream of that content, the overall effect is just…sameness.

The flip side of all this sameness is that unique voices can stand out even more.

The question is, How do you use AI without drifting into sameness? More to come on that.

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

Or Hit Reply and tell me what you’re seeing

Ask This:

When AI gives you a suggestion, a tactic or a strategy, ask yourself, “Is this authentic and unique to ME…or could other experts and leaders do the same thing?”

If your competitors can do it, AI may have already suggested it.Nullifying the edge.

Quick Links & Resources

Paula’s speaking website

Paula’s Bio

Connect on Instagram

Massive thanks to Paula for having such a fun and authentic chat! She just showed up 100% herself, I think many thought leaders could take a page from her book. If you’re looking for a guest who can speak to all levels of real estate with passion and energy, I’m happy to make an introduction!

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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

I got the chance to chat with Lacy at the BEATS conference and wanted to have a deeper conversation on what she’s seeing from running her speaker bureau, Elevated Events & Education.

Let’s start with a couple bits of insider info.

Lacy spends her days working with the Education Directors and committee members putting together events. Here’s what she’s picking up…

* Event organizers are being influenced or overruled by volunteer committee members with strong opinions on speakers and topics

* A speaker bureau’s most powerful move for its speakers isn’t pushing one speaker at a time…it’s being brought in to help plan the event

That’s where Lacy loves to get involved, structuring the flow of an event, plugging in her roster of speakers. She’s able to fill in a piece many speakers miss… ensuring their style, tone and content fits the timeslot. Making their speaking session more effective for both speaker and audience.

Now let’s get into the non-obvious insights…

Agents SAY They Want More Tactical Content…The Reality is More Complicated

“We’re in a big shift [where] the challenges are agents not having clarity of where they’re going with their business, how to move forward. How do they overcome the barrage of industry news that’s out there? So [the challenge is] getting agents to be really clear.” - Lacy Schuldt

I take this as a symptom of the uncertainty we all feel. Lacy gave some more context on the topics that Ed Directors ask her for:

* The role of the agent

* How to better articulate agents’ value to consumers

* Business development (sales and marketing)

“Some of the hot ticket items we’re hearing about still is AI, but I’ll tell you that there’s a shift away from that…Another big one is like they want tangible takeaways, no more fluff. What do [agents] do? What do they go home and implement? Those are the things that I’m asked for the most.”

Lacy pointed out that while agents always say they want tactical content, it often falls flat because…

Many Speakers Are Missing the Bigger Picture

“When [agents] have a scarcity mindset, they don’t know how to take those tactical things cause they’re going to take them like a fire hose and [think they’re] going to implement everything.”

Lacy pointed out that as an industry, we need to take mental health a lot more seriously. Here’s one way she’s addressing it in her work with event organizers:

“The first question I always ask is, ‘Tell me about your members and what they’re feeling right now’ ... People are going to remember a small amount of the information they’re told or they’re taught, but what they aren’t going to forget is how they felt.”

If your session isn’t ‘in tune’ with the emotional state of that group of agents, your session will fall flat. You might even tick them off. (Just look at the recent commencement speeches where any mention of AI drew rounds of ‘Boos’).

The same insight applies at a bigger level, to all the content you create…videos, podcasts, email newsletters, social posts, etc.

If you want better results from ALL the content you create, start by understanding how agents are feeling right now.

Want support to create your best content…consistently?

Check out our Done-for-You Content Production & Strategy. From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors. We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

Visit GetMicroFamous.com to learn more and schedule your Free Brainstorm Call.

The Speaker Slot That Gets the Least Attention Might Be the Most Important

“I talk about this with my speakers…that last 10 minutes, you have the opportunity to leave them in a very positive place. Give them a sense of hope because without hope we have nothing….People are going to remember a small amount of the information that they’re told or they’re taught, but what they aren’t going to forget is how they felt.”

This is well-established science called the Peak-End Rule.

We don’t judge experiences on the average or total sum of every moment. We remember how we felt at two points…

* the most intense moment (the Peak)

* The End

(check out Daniel Kahneman and Barbara Fredrickson’s work for more on this).

So the last speaker slot of an event rarely gets the attention it deserves, as does the actual closing minutes of the event. While you can’t control the closing minutes of the event, you can certainly control the closing minutes of your own session.

Leaving agents in a positive emotional state at the end of your session will massively impact your speaker ratings and feedback. Considering how many bookings come from word-of-mouth among event organizers, a tweak to your session endings might generate several new opportunities a year.

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

Lacy also shared more nuts-and-bolts advice for:

* building relationships with event organizers

* how to better package your sessions to get more bookings

* what needs to be built before working with a speaker bureau

Ask This:

Are you giving agents a firehose of tactical content, trying to stuff as much ‘value’ as possible into your sessions or content?

I’ve done it myself, and I see others making the same mistake early in their thought leadership journey. The sooner you focus on emotional impact, the better.

You’ll start looking for stories, examples, exercises, games and themes. Elements that create emotional impact beyond the information you share. And that’s what the audience will remember.

Quick Links & Resources

Lacy’s speaker bureau - Elevated Events & Education

About Lacy

Lacy’s Speaker Roster

I had a blast chatting with Lacy at the BEATS event and in this conversation, her first podcast interview ever! She’s a great person to know in this industry, so reach out if you want a personal intro.

Talk soon,

-Matt

Agency Founder & Author of MicroFamous

PS Here’s how we can help…

Done-for-You Content Production & Strategy - We turn raw video into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.

From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.

We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.

Then we launch your flagship video show - supported by podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.

Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.

So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.

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