Content Engineering: Why Random Social Media Posts Are Killing Your Conversion

0:00Welcome to the Real Estate Survival Guide, the show that teaches realtors how to create a thriving real estate business. If you are posting consistently on social media but you feel like nothing is really happening, I want to encourage you guys with something you do not need motivation, you don't need to do more, you need better engineering of your content and today I'm going to explain the difference between posting content and designing content that actually converts and pulls in your avatar. On Monday's YouTube video we talked about why most realtors post content that doesn't convert. They're active, visible, consistent but there is absolutely no strategy. Today I want to take it a step further because consistency without engineering guiding them on a path is just noise.

1:00So what's the difference John? We don't get it. We're going to walk through it. Posting versus engineering, right? Engineering you kind of think it's like mapping it all out. Posting is reactive, it's a lot like sometimes on my Monday call I say you guys are playing defense on social media. Posting just to post is reactive, it's like playing defense. Intentionally you're drawing up the play, you know, so maybe you're like, oh, I need to go 80 yards and about who knows five to 15 plays to score touchdown, you're mapping out all of those plays. Posting says I should just post something today just to get something out there. Engineering says what is this piece of content designed to do, right? What's that call to action? With no purpose, just fill space engineering really moves people down the path you want to take them on and that difference changes everything. Just like we talked about two weeks ago here on the podcast and I said you're one call

2:03to action. One is come back Friday for the interview with Louis Galt and I led you during the entire podcast episode down the path of hey, you need to do this. If you want to learn more, okay, go learn from Louis on Friday and that is the difference. When content is engineered, it has three clear parts, okay, a hook that earns attention, a middle that creates clarity and an ending that directs action, okay? So let me, let me say it again, the beginning is the hook that grabs the attention. The middle is kind of explaining the story better, creating some clarity and then the end is the CTA, the call to action, directing action. Most agents focus on the middle, right? They explain, educate share tips and some of that's good, but they ignore the hook to

3:04get people in and they completely box the ending and it falls flat, okay? The hook, you know, I actually, I'll be honest with you guys for a while, I did not believe this. I didn't believe the hook was important because I'm like, no, if I'm storytelling and caring about people at the end of the day, the hook is almost the most important. It really is because am I caring about people and serving them and all those things, yes. But if I don't have a great hook to pull them in, no one is even going to hear that story and it falls flat. You know, the first 15 to 30 seconds determines whether someone will stay or scroll. The first 15 seconds of these podcast episodes or YouTube videos, like, and I do it sometimes, I'm opening with hey guys, welcome back guys, that's four seconds that I'm killing. Nobody cares about hey guys, welcome back. And the funny thing is new people find my podcasts and YouTube channel every day.

4:07So how am I saying, hey guys, welcome back. I really should talk to the new people. If I say, hey guys, welcome back, I've lost you, right? So engineering content starts with outcomes and I've been trying to do this better. If you're struggling with this, here's what's really happening. Mike Sharr does this all the time on his YouTube channel. That's intentional and intentional gets attention and then retention, okay? And you have to have a great closing, most realtors end their content week because they're just like, you just need to post this, right? That is not going to get you the success that you want. It's not engineering content ends with one move, one next step, one outcome, clarity, okay? Clarity converts. Most agents blame everyone around them. When I was on, I was talking to an agent today and all they did was complain and moan about everybody else.

5:09Everyone's out to get me this, that and the other, no, take personal responsibility, okay? Don't blame the algorithm. Don't blame anyone but yourself. The algorithm does not reward randomness. When your content is engineered, it performs better and better because it's designed to hold attention, not because you game the system, but because you respected the viewer. So here's what engineering, your content really does. It shifts you from just some other realtor posting random crap to someone who understands marketing and really can teach people, you know, why they should buy or sell with you, why they should do this, why they should buy now as opposed to waiting for rates to drops, right? You become the authority. And when you are the authority, you build trust and trust creates opportunities, which turns into deals. So that's why this Friday episode is so important on the YouTube channel.

6:11So I want you guys to come back for that episode. We will talk with Mike Sherard about what posting on social media and consistency on social media looks like. Mike just doesn't post random stuff. He engineers everything. His thumbnails, his hooks, his retention, one called action, clear funnels. He's built a massive brand to intentional design, taking you down an exact path Mike wants to take you on, right? He's built a massive brand through this, not random activity, right, all about the blueprint and mapping out and engineering that blueprint, okay? Now what you guys understand, something I really do, you can do this, anyone can do this. But if you get stressed when someone gives you like five or six different ideas or tasks,

7:12why are you with your content, giving people 500 calls to action, okay? So again, like a few weeks ago, here's your one next step. Watch Friday's interview with Mike Sherard. Learn more about how content can completely change your life if you map it out properly. And if you want your content to actually move people and your social media to produce opportunity, which leads to deals, then the video with Mike on Friday will be a game changer for your business. So that is your one next step. I appreciate you guys so much for listening. Thanks for being on this journey with me. I look forward to seeing you for our amazing interview with Mike Sherard over on the YouTube channel on Friday. Don't miss it. I will see you guys there. Thanks for listening. Talk to you guys soon. Thanks for listening to the Real Estate Survival Guide. If you enjoyed this episode, we would appreciate it if you'd leave us a review on iTunes. It helps others discover the show. Thank you so much.

8:13And we will see you on the next episode.