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.
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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.
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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
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…
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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.
