REAL SOUTH AGENTS

Jamie Knight interviews Scottsdale real estate agent and team leader Shay Noonan about building a business through social media, earning consumer and agent referrals, and using AI to make client materials clearer and more valuable. Shay shares why she is balancing polished luxury listing videos with spontaneous, opinion-led content, and how her team uses Claude to produce concise pricing analyses and weekly seller reports.

Follow Shay on Instagram: https://www.instagram.com/heyshaynoonan/?hl=en

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

Shay moved from hairstyling into real estate after getting licensed to handle her family’s transactions; her salon network became an early source of business.

She says committing to social media about five years ago was one of the best decisions for her business, after earlier hesitation about starting video and YouTube.

Shay describes a shift from Canva graphics and trend-led dancing videos to professional talking-head content, then toward a mix of polished listing videos and informal direct-to-camera posts.

Her opinion-led Instagram content included restaurant and neighborhood rankings and design topics; she reports growing from a 10,000-follower goal to roughly 26,000-27,000 followers.

She says Instagram has been a stronger lead source than YouTube for her, with about $15 million in personal production on track from Instagram and many prospects contacting her by DM.

Shay notes that her inbound social-media leads include older buyers and sellers, often with little or no prior visible engagement, as well as referrals from agents following her content.

She argues that real estate agents can build public understanding and trust by sharing the work behind transactions, including deal challenges and inspection negotiations, instead of only posting just-closed graphics.

Shay uses Claude and Claude Design to create branded, easy-to-read, one-page pricing analyses and listing materials, and says a prepared analysis can take about 10 minutes.

Her team’s weekly seller reports track listing and marketing performance, including portal views, video views, and Google ads; she discusses moving from manual Canva work and Beacon toward Claude-based reports.

Her advice to discouraged agents: identify a differentiating move that feels scary, commit to it, and do it.

Chapters

00:00 Meet Shay Noonan, Scottsdale agent and team leader

02:14 How a hairstylist’s network launched her real estate business

03:18 The video opportunity Shay wishes she had taken sooner

05:01 From Canva posts to paid, professional video

07:08 Instagram growth, opinion-led content, and the 60-day challenge

10:33 Why luxury listing videos still matter as content trends change

13:12 Instagram DMs, unexpected leads, and agent referrals

18:23 Attention, brand trust, and showing the real work of an agent

24:22 Using Claude for one-page pricing analyses and client materials

28:07 Weekly seller reports: tracking marketing and automating the work

31:06 Shay’s advice for agents who feel discouraged

The REPLAY of November's REAL SOUTH AGENTS Monthly Mastermind call. We host these calls live on Zoom, where we invite a past guest of our podcast to do a deep dive into what they do well, This month we hosted Lindsey Reed, one of my best friends in the business and my office mate, here in Lafayette, Louisiana. Lindsey is a veteran in the business, and has consistently closed over 70 plus deals per year! She shares her thoughts around Listings, promotions, and after listing process! I know that you are gonna dig it! Be sure to connect with Lindsey on other platforms, check out the links below.

Follow Lindsey on Instagram: https://www.instagram.com/lindseyreed24

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

Jamie Knight interviews Daytona Beach, Florida agent Stacey Mathews-Johnson, known as Stacy MJ, about rebuilding her life through long-term recovery and growing a real estate business from a difficult start in 2020 to a projected $25 million in production. Stacey shares practical guidance on consistent prospecting, pipeline discipline, authentic and hyperlocal social media, and staying in the business through hard markets.

Follow Stacey on Instagram: https://www.instagram.com/staceymj__

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

Key Topics

Stacey describes long-term recovery, surviving serious health crises including two open-heart surgeries, and rebuilding her life one day at a time.

She entered real estate in 2020 after losing her job, made nearly $7 million in her first year, and says she expects to exceed $25 million in a challenging market.

Her business principles are exceptional care, continuous learning, adding value, and doing the extra work, including calling the agent on the other side of a deal.

She treats real estate as a compound-interest business: call her database, invite at least three people a week to coffee or lunch, and keep relationships growing over time.

Monday office time, an updated pipeline, and regular follow-up help her stay consistent through unpredictable business cycles.

Stacey says social media is her primary lead source and recommends an approximate 80% personal, 20% real estate content mix, posted consistently and authentically.

She prioritizes local relevance over viral reach, sharing local restaurants, businesses, vendors, and everyday life to become a familiar community connector.

Her social strategy includes about an hour a day of intentional engagement, responding to messages, and using Stories to build relationships and spot warm leads.

She encourages agents to keep learning, attend trainings, do open houses, study the local MLS, and seek opportunities to help busy agents and teams.

Her encouragement to struggling agents: stay consistent, keep doing the work, and remember that one phone call can change everything.

Chapters

00:00 Meet Daytona Beach agent Stacey Mathews-Johnson

01:12 Recovery, survival, and rebuilding a life

02:38 Starting real estate in 2020 and reaching nearly $7M

04:42 Value, exceptional care, and doing the extra work

06:36 Calling agents, nurturing your database, and compounding relationships

09:13 Weekly structure, Monday office time, and pipeline discipline

12:16 An authentic social media strategy that generates leads

14:04 Why personal stories and daily engagement build trust

17:17 Stories, feed posts, and hyperlocal reach

20:28 Rebuilding social media around local people, not the masses

21:33 Staying resilient and continually increasing your value

24:18 Seek out learning, open houses, and hands-on opportunities

28:19 Show the work and keep going until the breakthrough

Justin Ford shares his inspiring journey from a troubled youth to a successful real estate agent and coach. He discusses prospecting, overcoming fear of rejection, and building a thriving real estate business in a competitive market.

Follow Justin on Instagram: https://www.instagram.com/theofficialjustinford

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

Keywords

real estate, prospecting, phone skills, rejection, sales, coaching, success story, lead generation, mindset, real estate tips

Key Topics

Justin Ford's personal story and overcoming adversity

The importance of prospecting and phone skills in real estate

Overcoming fear of rejection and limiting beliefs

Daily routines and discipline for real estate success

Effective scripts and objection handling techniques

Using technology like dialers and CRMs for prospecting

Mindset shifts for real estate agents

The role of mindset and confidence in sales

Strategies for working with expired listings and FISBOs

Encouragement for struggling agents to persist

Chapters

00:00 Introduction and guest background

00:26 Justin Ford's personal story and connection to Louisiana

01:07 Justin's early aspirations and teenage struggles

02:01 Justin's journey into sales and telemarketing

05:24 Getting into mortgage and real estate during market crashes

07:21 Joining a prospecting-based real estate team

08:16 First 90 days of intensive prospecting training

09:39 Justin's goal to sell 100 homes in his first year

10:43 Lessons learned from prospecting and overcoming fear

12:36 Key skills: objection handling and consistency

13:30 Treating real estate like a job with routine

14:36 Prospecting times and strategies

16:00 Using dialers and CRMs effectively

16:53 Sample script for expired listings

20:22 Offering value and solutions to clients

23:23 Addressing common objections and concerns

24:04 Overcoming fear of rejection and limiting beliefs

28:53 Encouragement for struggling agents

30:29 The importance of conversations in real estate

31:24 Final advice: decision and discipline

In this episode, Courtney Benson shares her inspiring journey through cancer, social media growth, and how vulnerability and authenticity can build trust and business. Jamie Knight explores how sharing personal stories can transform your real estate career and life.

Follow Courtney on Instagram: https://www.instagram.com/courtneybensonrealtordfw/?hl=en

Follow Courtney's Cancer Journey: https://www.instagram.com/justagirlwithcancer/?hl=en

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

Key Topics

Courtney Benson's cancer journey and social media growth

The importance of authenticity and vulnerability in business

Building trust with clients through personal stories

Overcoming fear of sharing personal struggles

The impact of social media followers and celebrity connections

Balancing personal health challenges with professional success

Sound Bites

"I refuse to let it get me down"

"Share your whole journey, because it's your humanity"

"People don't think about you, they think about themselves"

Chapters

00:00 Introduction and Courtney's background

01:26 Courtney shares her cancer diagnosis and mindset

02:29 Turning adversity into a positive journey

03:39 Starting and growing her social media channels

06:28 Sharing her head-shaving and cancer story authentically

07:54 Building a new brand around her cancer journey

09:46 Celebrity followers and social proof

11:31 The importance of confidence and authenticity

13:20 Handling negativity and online comments

15:11 The power of vulnerability and trust in business

17:59 Balancing real estate success with personal challenges

20:30 How her social media presence has generated business

22:25 Supporting her family financially during health struggles

25:14 The importance of being genuine and real in social media

30:49 The impact of sharing love and gratitude

32:36 Encouragement for attendees at Rise and beyond

In this episode, Jamie Knight sits down with Eric Larkin from the Space Coast of Florida, Eric shares how he's leveraging AI, local news content, YouTube, and social media to grow his real estate business on the Space Coast. Discover actionable strategies for creating engaging content, building inbound leads, and adapting to market changes.

Connect with Eric on Instagram: https://www.instagram.com/cocoabeachinsider/

Check Out Eric on Facebook: https://www.facebook.com/eric.larkin.264294/

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

Takeaways

AI tools like HeyGen and ChatGPT streamline content creation, saving time and effort.

Consistent posting of local news and home tours significantly increases engagement and inbound inquiries.

Building a personal brand on YouTube attracts high-intent buyers and expands market reach.

Leveraging QR codes and direct calls-to-action in videos boosts lead conversions.

The growth of the space industry directly influences real estate demand and market dynamics.

Key Topics

AI content creation with HeyGen and ChatGPT

Building a social media presence through local news

Using home tours to generate inbound leads

The impact of SpaceX and space industry growth on real estate

Strategies for consistent content posting and audience engagement

Chapters

00:00 Introduction and guest background

01:11 Eric's journey into real estate and early career

02:25 Pivot from cold calling to content marketing

04:33 Using YouTube and blogging to generate leads

05:53 Adopting local news style content with AI tools

07:57 Streamlining content creation with HeyGen and ChatGPT

09:38 Growth and results from consistent local news videos

11:35 Overcoming health challenges with AI automation

12:57 Using social media to build brand presence

15:06 Integrating home tours into social media strategy

17:05 The power of home tours on TikTok and Instagram

20:17 Expanding reach with YouTube for relocation buyers

22:20 Using QR codes and direct outreach for leads

25:06 The impact of space industry growth on real estate

28:36 How SpaceX and the space industry influence local markets

32:34 Advice for struggling agents and staying motivated

What happens when you stop chasing the next transaction and start building real relationships?

In this episode of the REAL SOUTH AGENTS podcast, Jamie Knight sits down with Kristen Cantrell, founder of Hello Culture and Moms in Real Estate, a community that has grown to more than 46,000 women in the real estate industry.

Connect with Kristen on Instagram: https://www.instagram.com/heykristencantrell

Join Moms In Real Estate on Facebook: https://www.facebook.com/groups/therealmomsofrealestate

Moms In Real Estate Website: https://heymire.com/

Moms In Real Estate Podcast: https://open.spotify.com/show/3wHVmMnuoVSfk2Nksor7eF?si=e5d5ac1ca7b142e3&nd=1&dlsi=e154255f1d6242c9

Kristen's Website: https://heykristencantrell.com/

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

Kristen shares how a simple desire to bring people together turned into multiple thriving communities across the U.S. and Canada. She breaks down how consistency, providing value, creating genuine connections, and showing up without always expecting something in return helped her build a powerful network inside and outside of real estate.

We talk about why so many real estate agents feel lonely, what actually makes a community work, how to grow a Facebook group without filling it with self-promotion, and why Kristen believes relationships built over years can eventually open doors you never expected.

If you're a Realtor looking to grow your network, build a community, meet more people, or simply surround yourself with the right people, this conversation is for you.

Chapters

00:00 Introduction to Kristen Cantrell and her community journey

02:03 The origin of Hello Culture and its mission

03:55 Building authentic connections in real estate

05:55 Evolving from local community to a franchise model

08:05 How virtual and in-person events fuel growth

10:09 The importance of consistency and value in community building

12:07 The story behind Moms in Real Estate and its growth

13:55 Strategies for growing a Facebook community from 2,000 to 46,000

15:54 Managing community engagement and moderation

17:57 The impact of community on personal and professional life

20:01 The franchise model and supporting community leaders

21:52 The role of abundance mindset in success

24:03 Lessons learned and advice for aspiring community builders

26:58 The importance of showing up and depositing value

28:54 Encouragement for struggling agents and entrepreneurs

32:11 Final thoughts and connecting with Kristen

The replay of October's REAL SOUTH AGENTS Monthly Mastermind call with Amanda Lass, Top Denham Springs/Baton Rouge Agent. Amanda has had MASSIVE success by posting consistently on Facebook. She breaks down her simple strategy with us on the call. What to post? When to post? Frequency?

Connect with Amanda Lass on Facebook: https://www.facebook.com/amanda.a.lass

Connect with Amanda Lass: 📱 Instagram: https://www.instagram.com/amanda_lass_realtor/

Hop on a call with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

In this episode, Jamie Knight sits down with Summer Hudson. Summer shares her journey from social work to real estate, how she leveraged TikTok for home tours, and strategies for authentic branding and lead generation in real estate.

Connect with Summer on Instagram: https://www.instagram.com/findalottolove

Check Out Summer on TikTok: https://www.tiktok.com/@findalottolove

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN

Key Topics

Summer Hudson's transition from social work to real estate

Leveraging TikTok for home tours and lead generation

The importance of showing up as yourself on social media

Using social media algorithms to attract your tribe

Creating engaging and informative real estate content

Building a seamless lead funnel with CRM and automation

The power of authentic storytelling in real estate marketing

Takeaways

Show up as yourself to attract your tribe and leverage the algorithm.

Use social media to share your passion and build genuine connections.

Create content that provides value and information, not just sales pitches.

Use your platform to tell stories about the homes and community, not just listings.

Authentic, imperfect content builds trust and humanizes your brand.

Chapters

00:00 Introduction to Summer Hudson and her journey

01:09 From social work to real estate in Indianapolis

02:36 The rise of social media and TikTok for real estate

04:04 How TikTok home tours exploded her business

05:26 Training other agents like Roland Osage and Matt Pachulo

07:16 The importance of showing up as yourself on social media

Using the algorithm to attract your ideal clients

Branding through authentic content and passions

Creating valuable, informational content for buyers and sellers

Avoiding salesy videos and focusing on connection

The power of storytelling and excitement in videos

Building a lead funnel with CRM and automation

Encouragement for real estate agents in a tough market

Closing thoughts and connection with the audience

What if the phone calls you’ve been avoiding could become some of the most valuable conversations in your real estate business?

On this episode of REAL SOUTH AGENTS, Jamie Knight sits down with Tana Crefassi, a commercial and residential real estate agent in Lafayette, Louisiana, to talk about warm calls, real estate prospecting, building confidence, and creating new business through purposeful conversations.

Connect with Tanna on Instagram: https://www.instagram.com/tannaguidry/

Connect with Jamie: www.Calendly.com/JamieKnight

Follow The POD On Instagram: https://www.Instagram.com/REALSOUTHAGENTS

Follow The POD On YouTube: www.YouTube.com/@REALSOUTHAGENTS

How REAL Looks In Louisiana: https://youtu.be/x8N8qJB9ES8?si=EujYhrH6YDKVsPDN.

Tana built her career differently than many Realtors. Before going out on her own, she spent years learning alongside an experienced commercial real estate mentor and getting firsthand experience with industrial properties, land sales, retail, and office transactions. She credits much of her confidence and success today to that early mentorship and experience.

But one of the biggest drivers of Tana’s business has been something almost every real estate agent can do: pick up the phone and start conversations.

Instead of randomly cold calling property owners and asking if they want to sell, Tana explains how she creates a reason for every call. She researches surrounding property owners, identifies potential buyers, looks for connections, and approaches prospects with an actual opportunity or useful information. Her goal is to turn a traditional cold call into a warm, purposeful conversation.

Tana says this approach has helped her sell properties, generate additional listings, and substantially grow her business. She describes how one listing can lead to conversations with surrounding property owners—and those conversations can create entirely new opportunities.

Jamie and Tana also break down actual real estate prospecting scripts agents can use. They discuss what to say when calling around a new listing or open house, why asking “How are you?” can create unnecessary resistance on a cold call, how to quickly establish why you're calling, and why leading with something of value can change the entire conversation.

If you're a Realtor struggling to generate leads, get more listings, build confidence on the phone, or create consistent real estate business, this conversation offers a practical approach to prospecting that works in both commercial and residential real estate.

We cover real estate cold calling, warm calling, Realtor prospecting, real estate lead generation, listing prospecting, phone scripts for Realtors, circle prospecting, commercial real estate prospecting, residential real estate leads, time blocking, CRM follow-up, Realtor confidence, getting more listings, and how successful real estate agents create new business through conversations.