The video advises real estate professionals to build authority by sharing multiple personal dimensions (e.g., faith, fitness, family, finances, and real estate) so most content is relatable and not directly about property. The speaker warns against becoming a "me monster" who only posts listings and instead recommends authentic anecdotes (missed workouts, chaotic mornings) plus occasional direct calls to action (example given: ianhomeval.com). An anecdote references the speaker's wife writing a book called "Picture Perfect" to illustrate people often hide imperfections.
Build authority through authenticity. If you have five dimensions to who you are, say it's faith, my fitness, my family, financial matters, and then real estate. So there are five things you could talk about, and four have nothing to do with real estate. So they're just getting to know you and what you stand for, and you become this attractive character. And then every once in a while, you're going to have a direct, like, man, this was a tough closing. We got through it. This issue came up. And hey, if you're in a position where you're wondering what's going on in the market, go to ianhomeval.com so that's a direct call to action versus the other. Things are more like, I did this. I failed to get my workout in today. Do you struggle? Like, sort of more relatable topics, but you also don't want to become a me monster. Everything is about you. Like, just listed, just sold. Nobody cares about any of that stuff. You're better off taking a picture of your latte and, like, your laptop and you're at a coffee shop. Put in something like, this morning was a complete crap show. I barely made it to sit down for a minute to grab a cup of coffee before I got to get into negotiating this deal, my wife actually wrote a book, literally, called Picture Perfect. And it was that everything. Everyone wants to appear like they've got it all together, and very few people do.
