Become Uncopyable
3 Keys to Rare & Valuable Content
In a speaker-only mastermind at the BEATS event, one keynote speaker shared this bit of inside info:
“The keynote speaking game is very saturated, with lots of competition. Lots of speakers sound the same and tell similar stories. Event organizers do NOT like this environment.”
If that’s how the event organizers feel, how do you think agents feel?
Real estate has no shortage of coaches, trainers, courses, programs and books. Agents are bombarded by ads on every platform before they’re even licensed.
So let’s look at examples and non-obvious insights from recent guests on how to make your content stand out.
Get Hyper-Specific.
This is the most direct path, but there’s also an odd side effect.
Coaches like Lars Hedenborg and Jeff Cohn stood out by creating hyper-specific content for team leaders.
Coaches and leaders like Karen Cooper, Jess Lenouvel and Alisia Krastel each serve women in real estate, but their messaging is different and specific.
“I built this brand around ‘Real Mother Hustler.’ So I was coaching moms that were building their business. They already knew how to lead generate, but they just needed to figure things out and have a life [where] they could actually go to their kid’s soccer game and still make $200-300,000 a year. That’s who I targeted. And I was very specific. It took me about 90 days to get my first coaching client from that. And that is the only person I spoke to.” — Alisia Krastel
Here’s the odd side effect: Sometimes going hyper-specific uncovers a much bigger opportunity.
I just spent time with Marki Lemons Ryhal (a longtime client) at the BEATS conference.
She’s become more outspoken around menopause and how AI tools helped her not only maintain, but actually increase her productivity and income. That’s hyper-specific.
But that also uncovered a bigger opportunity…speaking and developing courses for high-performing women outside of real estate.
She’s not the only one. Brian Buffini got really specific about referrals, which unlocked the opportunity to speak and coach outside real estate. Michael Maher’s book 7 Levels of Communication did the same for him.
The Lab Coat Agents group was initially hyper-focused on online lead conversion. Tristan Ahumada’s experience building that community drew attention and interview requests. That revealed the bigger opportunity to speak and consult on community building in and outside real estate.
In other words, the key to your next big move might be hiding in a very unlikely place.
Now let’s get into some tactical adjustments to your content.
Weave Teaching into Authentic Stories.
“When I just go straight into strategy and I don’t set up the story of who I am... there’s no relation. So you kind of have to provide the proof upfront... And these are the exact strategies that I used. Not ‘here’s the exact strategies that you should do.’ It’s ‘here’s everything I’ve done.’ When I kind of flipped that script a little bit — ‘this is just what I do, take it’ — it was so much better than ‘Here’s how you should post.’” — Eric Simon
We all know what it’s like on social media right now. Every other post is an ad for a lead gen tool, app, software, or coaching program.
Taken altogether, the message agents get is, “Look at all these things you should be doing but you’re NOT…what’s the matter with you?”
My bet is that agents are burned out on being lectured to, and are looking to avoid it.
When you weave teaching into real, authentic stories, the entire offer of your content changes.
Your content offers a spark of inspiration, encouragement, and real human connection.
Not just another 19 tactics to add to their To Do list…which they already feel guilty for not finishing.
And you can really drive those stories home when you…
Develop & Share Proprietary Data.
“We’re at a lot of regurgitation of a lot of the same thing, and so in order to cut through that, I think it’s all about telling authentic stories and having real original data, the things that AI couldn’t have got, and sharing those in meaningful ways.” — Brandon Doyle
Every expert or thought leader has assets:
Data hiding in existing resources
Ability to do original research at some level
Rod Santomassimo runs the #1 coaching firm in commercial real estate, with data from 1000’s of coaching clients. By comparing client outcomes to industry benchmarks, his team uncovered a powerful claim they can infuse into all their marketing campaigns.
“Our clients out-earn their peers by 7X every year.” - Rod Santomassimo
Alisia Krastel didn’t have years of coaching data, so she did some original research.
“I had 50 hours of interviews with people that I wanted to watch my channel so I could get their words. I did a spreadsheet of all the answers. Same exact questions. I highlighted the commonalities.” — Alisia Krastel
As a result, her content compels agents to reach out and ask, “When can you start coaching me?”
Sean Soderstrom (Courted.io) shared how all their cold outreach is based on sharing proprietary data generated by their own tool. Super powerful stuff.
Here are some options for original data:
Polls
Surveys
Sales or opt-in data
Structured interviews
Social media engagement data
Cohort analysis from coaching clients
Database of “Before and After” agent case studies
Aggregating and synthesizing other people’s research
Even screenshots are proprietary data. Eric Simon described how he shifted his speaking style to include more real-life examples.
“Show proof over promise. You show the actual engagement of the post. You circle, ‘Hey, this got 500 shares.’ And from the 500 shares, I go into my DMs and you can see 30 messages from clients about this.” — Eric Simon
Original data and research makes your content more rare and valuable, while also building trust.
The next time you catch yourself asking, “How do I get more eyes and ears on my content?”
Try flipping that around and asking, “How can I make my content more rare and valuable?”
Small mindset shift, but it might unlock some new and interesting ideas.
-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 ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.
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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.