Harnessing Personality Types for Effective Communication

During this episode of the Lab Coat Agents Podcast, hosts Tristan Ahumada and Nick Baldwin speak with Brendan Kane, a social media master. He has built a social media presence for a plethora of celebrities, including the likes of Taylor Swift and Michael Strahan. With his books One Million Followers and Hook Point he is able to show everyone how to build their social media following to heights they never thought possible! Episode Highlights:  Brendan has amassed over 2.5M followers.  Coming up with new and fresh content can be a pain point for real estate agents. Real estate agents aren’t just competing with each other, they are competing with Lebron James for attention. Most people make the mistake of doing too much or too little when creating content to capture people’s attention. Quotes related to your specific vertical are great ways to grab users’ attention. There are so many different parts of a video that go into making it successful, but video has a higher ceiling than a picture. Quotes help get people to stop in their feed and bring the audience into your world. Most people lose because they aren’t winning those first 3 seconds that pull people into the rest of the story. On social media, real estate agents are competing with every piece of content out there, not just other agents. Agents are hesitant to put content out because of a fear of failure or losing money. Each listing presents an opportunity for an agent to test a different variable each time and ultimately, an opportunity to learn which ones work. Dark posts make it so your posts aren’t going directly to your live feed, meaning you can test multiple pieces of content at the same time. Brendan directs his followers to read his new book, Hook Point, first when trying to build a large social media audience. The more that the budget in the daily ad set is increased, the more is paid for the auction, so it costs more to reach the same amount of people. The way that agents contextualize their content, how they perceive the world, is where most agents fail. There are 6 different ways that people can perceive the world, and each person has their base perspective. Brendan sees the world from a logical standpoint but uses multiple perspectives to portray the world in front of him to others. Pixar is able to pull everybody into its movies by including every personality type. An agent’s ability to perceive the world through the eyes of their clients will determine how successful they are in selling houses. The first pillar when defining a hook point is getting them to stop in the first 3 seconds. The second pillar of a hook point is using a story to keep that attention once you have grabbed it. The third pillar of a hook point is authenticity, and this will determine if anyone believes what you are putting out there. Brendan focuses on providing the most value that he can in whatever form possible. Take the hook point of a specific property, such as the backyard, basement, etc., and promote that to the buyer and those around them. Your cost in the auction will drop if you can get people to organically engage with your content. Different platforms are centered around different concepts and means to grow. Instagram stories took over the main feature that Snapchat was able to offer. Getting reach in the algorithms, distribution of content, and ads are the three ways that agents can use to grow their Instagram audience. 3 Key Points: Quotes can be utilized as an effective tool to grab an audience’s attention, helping people relate to the content that you are putting out. Thinker, Persister, Harmoniser, Imaginer, Rebel, and Promoter are the 6 personality types according to PCM. Each social media platform presents a different opportunity to provide value and whatever platform you choose should be based on your end-goal. Resources Mentioned: Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram) Brendan Kane (website, Instagram, Facebook, LinkedIn) One Million Followers (Website, Book) Hook Point (Masterclass, book)  Chime (sponsor) StreetText (sponsor)