As a real estate professional, you likely have a lot on your plate. From juggling the day-to-day responsibilities of home showings, open houses and client inquiries to managing your personal life, it can be overwhelming, to say the least.

You’re constantly on the move, ensuring every detail is perfect, every client is satisfied and no opportunity is missed. Amid all this hustle, finding time to dedicate to social media can seem impossible.

Work smarter, not harder, by repurposing content across all platforms

Social media, however, is a critical component of your marketing strategy. It’s where your dream clients discover you, where you build your brand and where you can showcase listings and your expertise. But when creating content, engaging with followers and staying up-to-date with fleeting trends feel like just another mountain to climb, it’s easy to push social media marketing to the bottom of your to-do list.

If this sounds familiar, it’s time to work smarter, not harder, by finding clever ways to maximize your social media marketing efforts without sacrificing quality or consistency. The answer is simple: repurpose your content across all platforms. Today, we’re sharing our agency-approved tips for repurposing your content quickly and effectively, saving you time and energy. 

1. Turn blog posts into social media posts

Blog posts are a goldmine for content. If you’ve spent time writing detailed, informative blog posts, don’t let them sit idle on your website! Instead, break them down into bite-sized social media posts or repackage them on LinkedIn. 

For example, a “5 Tips for First-Time Home Buyers” blog post can be transformed into a five-part Instagram carousel or a series of tweets. This not only maximizes the value of your blog content but also keeps your social media feed active and informative. Additionally, you can repurpose your blog posts on LinkedIn to extend your reach further. A new headline, bullet points and updated image can make your older content feel fresh and new. 

2. Create video snippets from long-form videos

A well-shot long-form video can be repurposed into Reels, TikToks or YouTube Shorts. For example, if you’ve filmed a video tour of a property or an in-depth discussion on market trends, you can extract shorter clips highlighting key points. 

These snippets are perfect for engaging your audience on platforms where short-form content thrives. Additionally, shorter videos are more likely to be shared, increasing your reach and attracting new followers.

3. Share email content on social media

Your email newsletters are another untapped resource for social media content. If you’ve crafted an insightful email update for your subscribers, don’t hesitate to share it on your social platforms. This strategy not only saves you time but also promotes your email list, driving more traffic to your primary communication channel and increasing your database of leads.

You can post snippets of your email and a call-to-action inviting followers to subscribe to your list for more exclusive insights. For example, you might pull out a key statistic or an interesting takeaway from an email, and turn it into a visually appealing social media post. Pair it with a compelling call-to-action like, “Want more exclusive insights? Subscribe to our newsletter for the updates!” 

4. Bring your audience behind-the-scenes content

People love getting a peek behind the curtain! Sharing behind-the-scenes content humanizes your brand and builds a stronger connection with your audience. Whether it’s a day-in-the-life of a real estate agent, a sneak peek of an upcoming listing or a glimpse of your team at work, this type of content is both engaging and easy to create. Behind-the-scenes posts give potential clients a taste of what it’s like to work with you, fostering trust and familiarity.

For example, you can document a day-in-the-life of a real estate agent by sharing short clips on Instagram Stories, from your morning coffee to showing homes and meeting clients. You can also host a Facebook Live video tour of your office, introducing your team and giving a real-time look at your work environment. Additionally, you can write a LinkedIn article titled “Behind the Scenes: A Day in the Life of a Real Estate Agent,” detailing your daily routine and the challenges you face. 

5. Repurpose testimonials

Client testimonials are powerful marketing tools that build trust and credibility with potential clients. Instead of limiting them to your website, you can also share them on social media. Create visually appealing posts featuring quotes from happy clients, or have past clients film short video testimonials. Highlighting positive feedback on social media can reassure potential clients and encourage them to reach out to you.

By repurposing your content, you can maintain a consistent and engaging social media presence without the constant pressure of creating new material from scratch. Implement these strategies to streamline your marketing efforts, and watch as your online presence grows with minimal added effort.

Working smarter, not harder, will allow you to focus on what you do best: helping your clients find their dream homes!

“I know what I should be doing – but I’m not doing it.”

That’s a familiar refrain that I hear over and over again. Constantly putting things off and then getting stressed about the work not being done is a hamster wheel of doom that many REALTORS® get stuck on — unable to get off, get ahead and get organized.

Most people think that to stop procrastinating they need better discipline, clearer goals or better time management skills. And yes, those are all necessary and valuable. They work – once you’ve stopped putting off the work itself. Is it the chicken or the egg?

Three main root causes drive procrastination. Once you can identify the one (or three) that are affecting you, you can build a game plan to fix the issue forever. There’s live training for you HERE if you’d like to dig deep into how to stop stalling.

Reason #1: You have a “WHO” problem (not a “HOW” issue)

If the work you have to do is stuff you truly and viscerally hate, and you keep putting it off, you have a “who” problem. You can ask yourself a thousand times how you’re going to get it done but make no progress whatsoever.

I personally hate detailed work. I am re-releasing my book, The Dragon and the GOAT, and my editor asked me to make a series of changes. They were nit-picky and small and I put it off for three months until I risked missing the deadline entirely. Then I had to do it or blow a deal.

I loved writing the book – I just hated editing it. Looking back, I could have pawned that work off on someone else and they’d have done it in an afternoon. Instead, I thought I was the one who had to do it and dragged myself through shame and guilt instead.

In Dr. Benjamin Hardy and Dan Sullivan’s book, Who Not How, we are challenged to ask different questions than simply, “How am I going to get this done?” Instead of “How … ?” you ask, “WHO can help me do this?” or “WHO knows how to do this better than me?”

Sullivan went on to say, “If you spend too much time working on your weaknesses, all you end up with is a lot of strong weaknesses.” To suffer through work you suck at is unproductive at best, and destructive at worst.

Where you spend your time should be on things that you’re great at, and get rid of the rest. Know your limit – play within it!

Reason #2: You’re (unknowingly) making an emotional decision

Think of the last time you wanted to or knew you should be doing some sort of work or task, but when you sat down to get it done you aborted and did something else (typically something fun, satisfying or mundane).

Now, slow down time. You had the desire to do the work. You felt bad that it wasn’t done yet. But there was a split second where you made a lightning-fast emotional decision NOT to do the work.

Ray Dalio, founder of a trillion-dollar hedge fund, credits being emotionally resilient and regulated for his success. This means that he is well aware of how he feels about the work he does and can control those emotions – keeping his cool, staying clear and focused and, ultimately, getting the work done.

As adults, we have terrible awareness of our emotional swings. This causes us to be reactive, frozen or diverting our energies anywhere but towards the work at hand. The solution is simple, but not easy: learn to develop more complex language and descriptions for how you feel.

Check out the Emotion Wheels that you find online (any Google search will do). Teach yourself how to name the feelings you have before you get to work. This way, when the emotions surge and you’re enticed to take a hard right and avoid the work, you’ll hold the line instead, take a deep breath and get it done!

Reason #3: You’re experiencing self-sabotaging thoughts and identities

Want to guarantee that you’ll never break the procrastination habit? Call yourself a “procrastinator.” How you define yourself is what you believe, and we can only act upon what we think and feel.

Think you’re more productive when you do things at the last minute? You’re not. Your brain goes into panic mode and you do not do your best work – not by a long shot. Sure, you’ll get the work done, but at a great cost emotionally, energetically and productively.

The identities that you give yourself direct your attention, focus and what you ultimately see in the world. Say you’re a procrastinator, and you’ll find exactly zero solutions to your problem.

Instead, call yourself a “top producer”, and your brain will fire in a very different way. You may have to work at it and it won’t be an exact science (certainly not at first), but the more you relate to the “top producer” identity than being a “procrastinator” the more you’ll find the solutions to your problems simply show up. They’ve always been there — you just didn’t see them.

Our brains are finely tuned engines, but we have to prime them for optimal performance. By asking yourself “who” not “how” and regulating emotions, thoughts and identities, your entire world grows calmer, your intentions increase and your business becomes more predictable, profitable and fulfilling.

To learn more about how to stop this procrastination nightmare, join me in a class where I share strategies like these and walk you through exactly how to stop the stall forever.

Unfortunately, that doesn’t scale very well and the industry is moving way too fast to be running a one-person show.

Entrepreneurs have mastered their time

The most important decision you make as an entrepreneur is to determine the price of your time. Your time is the only limited resource. There’s no way to get more of it — you only have 24 hours in a day, and 7 days a week. How you spend these hours plays a significant role in how fast and how efficiently your business develops.

From quickly understanding what’s working and how to prioritize your money-making activities, to learning to make quick decisions, turn down everything that’s not serving your goal and block off all the noise and distractions, your time becomes your highest commodity.

Agents that end up scaling beyond solo-entrepreneurship learn fast how to multiply their efforts, delegate and leverage someone else’s knowledge and skills to get back time — time that they never wasted but appreciate and spend well in places that allow them to raise the bar even higher.

The first-hire challenge: Blind spots

If you’re an agent at a certain level in your business where your transaction system is on speed dial, you can’t close one more transaction without burnout and you’ve maximized your time, you’re most likely ready for the next step: your first hire!

But here’s the challenge.

Many agents are building their businesses from the ground up and making financial decisions through their current economic models. This doesn’t scale very well because they don’t understand all the layers that will eventually hit.

Many agents can’t anticipate much, and that’s the beauty of learning from others who have been where you want to go: it helps you see around all those corners and blind spots.

Unfortunately, I didn’t have that when I started and I ended up making a lot of mistakes over the last 15 years. So, get yourself educated before starting the expansion journey, as you’ll end up building a house of cards.

Where to start? Hint: Not with an assistant

Most agents would think that the first hire should be an assistant. And I get it — after all, it solidifies that now you are running a true business, you’ve got someone on your payroll who’s finally servicing you. And after years of servicing others, it’s nice to have someone servicing you!

Sorry to burst your bubble, but I strongly believe that an assistant should not be your first hire. Here’s why.

Hiring an assistant in the real estate business is a challenging task, as you are looking at a medium to low salary range. This type of job has high turnover, so chances are that you will search for a long period before you find someone steady.

You may also spend time training your assistant only to find that they leave a couple of months later. At this salary, most people are not willing to work flexible hours and you may end up covering a lot of assistant duties outside of working hours, not to mention that many tasks you would like to delegate require a real estate license.

Although the idea and the benefit of having an assistant is to free up time that you will then spend on money-making activities, keep in mind that your assistant salary is leaving your bank account on day one.

I’ve seen many agents hire an assistant for jobs that should be covered by a TC (transaction coordinator) on a contract basis, VA (virtual assistant) or delivery and task companies.

Get an inside sales agent

Here’s the reality: you can’t afford to hire an assistant as your first hire. You’re going to work more just to pay their salary, and a year later you’re going to go back to your old routine.

Instead, here’s how to think about your first hire: ask yourself, “Who can I hire that will make me money from day one?”

The answer? An ISA (inside sales agent). This should be your first hire.

If you’re a successful agent, you most likely prospect for two to three hours a day to maximize your time. Now, imagine hiring someone who will spend 8 hours a day prospecting for you. 

That’s roughly three times more time spent on booking your appointments. Your ISA’s work will not only pay for their salary but will in time enable you to hire your first buyer’s agent and, ultimately, your assistant.

But productivity is always under attack. Our phones drag our attention away, beeping and bonging, notifications cascading in a constant flow. The endless scroll in social media drags us down a rabbit hole of kitten videos and people doing things that clearly indicate they have a lot of free time on their hands.

In a world that demands our attention nearly every second of the day, it’s no wonder we hit overwhelm by 10 a.m. In Stolen Focus by Johann Hari, a professor explains that if we have spent long enough being interrupted by external elements in our daily lives, we will start to interrupt ourselves — even when there are no distractions around us.

About half of my clients claim to have ADHD. Some of them do. Most of them don’t. They have a focus problem. They have allowed the notification nightmare to train their brains to be jumpy and unfocused, so it feels like ADHD. 

But could devices be the only culprit?

“This state of hypervigilance creates a death trap for real estate businesses.”

If a mind is always on high alert for danger, it stops thinking of the little things like making follow-up calls, posting on social media or getting listing paperwork done. If you’re terrified of running out of money, particularly if that was something that haunted you from your past, that’s all your brain will track, or the lack thereof. It becomes an all-consuming focus, with every ounce of energy directed at getting as far away from the threat of financial ruin as possible. This only makes matters worse since avoiding work exacerbates the problem, speeding up the cycle of doom.

This state of hypervigilance creates a death trap for real estate businesses. There are a thousand things on the go at any given time, and having them organized and systematized means that your business grows and thrives. Without that attention, you become inconsistent, drop the ball at key moments, or self-sabotage your work (i.e., you don’t make that call you know you have to make and then feel shame when you lose the deal). 

“You need to meet the root cause of what’s creating that distress in your life head-on, and through processing it, addressing it and healing from it, you’ll find your world clears up considerably.”

The more you stay in this state, the harder it is to emerge from it. In some cases, you don’t need medication to help you focus. You need to meet the root cause of what’s creating that distress in your life head-on, and through processing it, addressing it and healing from it, you’ll find your world clears up considerably. 

I have found in my work that when my clients are all over the place and clearly in distress, starting with productivity tools like time blocking or creating systems won’t work. It’s not the root of the problem behaviour, so it’s like plugging a geyser the size of a football with your finger.

So, what do we do? The good news is that research is being done to help us clear our minds and find our ability to think without fear or anxiety. Here’s a simple process you can follow to figure out the root of your own lack of progress, productivity or consistency. And while simple, it’s not easy. Be ready to commit to the outcome, no matter how much your brain resists your efforts. 

Change the environment  

Hypervigilance stems from a constant state of looking out for danger. What in your world causes you stress? Are you always checking your bank account? Or stalking people online, comparing yourself to their results (and finding yourself falling behind)? Reduce the triggers that drive the stressors as much as possible. Cut people out of your life. Unfollow people who trigger your negativity or stress. 

If you’re dragging yourself away with notifications, go into your settings and turn them off. Check only at certain times of the day. You can do that as often as you wish, but give yourself a break. Train yourself back to being the one in control of where your attention goes — not your phone. 

Ask yourself, “What can I do about this?”

Being in control alleviates anxiety and worry. You can’t worry when you’re actively working. No matter your situation, there’s always something you can do about it. Once you’ve begun to eliminate the stressors in your world, add things like meditation, yoga, going for walks or the gym. Physically processing emotions allows your brain and body to clear them, leaving you with a greater sense of purpose and energy. 

If you’re winging your way through the day, bring some order to it at a level you can manage. If you can’t do follow-ups for an hour, do it for 15 minutes. Start small. I call it “little chunking” — breaking big scary things into manageable pieces to the point where you can say, “I can do this.” 

Get help

Sometimes, what drives us is deep — and extra help from professionals who know the ins and outs of our brains need to be called in. You can’t see what you can’t see, but someone else might be able to and will walk you carefully back to a path of strength, power and calm. 

If money is your stress, get a bookkeeper or accountant to work out a plan with you. Start working towards freedom from the pain, not hiding from it.

A productive life is one full of progress, accomplishments and joy. We all deserve to have more of all those things in our lives. Start with taking a good, hard look at what’s really going on and begin to bring your mind back under your control. 

Your business — now and in the future — will thrive because you took the time to care.