Content doesn’t close deals—conversion does. In this post, Cody calls out the content-first hype that’s flooding the real estate world and breaks down why sales strategy—not social media—is what actually builds a business. If you’re tired of posting with no ROI, this is the reality check you need (plus a free training that shows you what to do instead).
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Vikram Deol and I were at an event earlier this year...
The usual buzz: grow your business with social media, content is king, yada yada.
On stage?
A guy preaching the gospel of:
“Just start a YouTube channel"
"Just post more."
"Just build your brand.”
"Just provide value."
But here’s the kicker...
At lunch, I sat across from that same speaker.
I asked him one simple question:
“How many deals have you actually done from your content?”
His answer?
Started with a stutter, "well"....
Zero...
BUT lots of convos.
Not one.
Not a dime.
Not a closed deal.
Lots of convos, no closed deals.
Been doing it for 12 months.
Let that sink in.
We’re out here following advice from people who haven’t even used their own advice to grow a business.
Telling us to drop everything and just post content.
They’re experts at content… but not at converting that content into cash.
Can content work?
Absolutely...
But without conversion there is no business.
Wanna know something even worse?
Even the successful ones — the ones who have closed deals — won’t tell you the truth:
- It takes 6, 12, sometimes 18+ months to close deals from inbound leads... They're all just telling you to post content, but not one is telling you, "Hey you also need to dm people and start conversations".
- Posting every day? It doesn’t mean squat if you don’t know how to convert.
- Out of 10 DMs, they may book one appointment — and that’s if your profile, message, and offer are all dialed in.
See my friend Ed Stulak is the first person I have heard that has actually showed agents how to connect with people in the DM's to close more deals at our TRIS Summit in May. So kudos to you my friend for telling people to do content BUT also learn how to close deals.
What is the real problem?
This industry is being told it has a leads problem.
But the reality is that it has a SALES and CONVERSION problem.
For example, my client David Brownell told me yesterday that he had a Youtube lead that others on his team were struggling converting. He took over the leads and within a couple days he had one listing under contract and sold. Let that sink in.
But the gurus keep telling you to just post more.
More reels.
More videos.
More “value.”
It’s like pouring more water into a leaky bucket.
Let me put it this way:
Posting more content hoping people will magically fall into your lap is like…
Trying to win a championship by showing up to every practice, but never learning how to play the damn game.
It’s madness.
Yes, you have to show up.
Yes, content plays a role.
But if you don’t have a strategy…
if you don’t have a business plan…
If you don’t have sales skills…
You will not win.
Period.I recorded a video walking my clients step-by-step through the exact business plan they’re using to double their income in 12 months.
But let me be straight with you:
If you watch this, you’re going to have to do the work.
You can keep following the content and YouTube gurus…Or you can follow a plan that’s helped:
Molly Mekus
Jan Michael
Daniel Rude
Kim Marchena
Ryan Markowitz…and many more build the skills to win — no matter the platform, no matter the market.
Your call:
Keep praying to the gods of Instagram and drop $10k on a YouTube course
OR
Learn the strategy that actually builds a business and bank account.
If you want the free training, just click HERE
Cody & Vikram
Founders of Sheridan St. & TRIS
Hosts of The RE Agent Podcast
What could be better than a knowledgeable, lively group of people who have a passion for what they do and are good at it, too? We have put together an extraordinary team of innovative, committed members who put client success first.
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