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DreamNation Real Estate Episode 23 – Katie Lance: How To Build Your Business Through Social Channels

A lot of surveys done this year has proven that novel coronavirus dramatically changed people’s purchase and online content behavior. According to most of these studies, the online content consumption around the world has doubled: proving a surge in content consumption yet a fall in spending or purchase. It is indeed a challenge to you as a real-estate entrepreneur who maybe is just starting out putting up quality content online to help your real-estate business grow in this pandemic times. Listen to Katie Lance, our guest in this podcast, as she motives us how to take the leap of faith during transitional period, as well as teach us the value of being real and authentic (original) in giving out content to people. You’ll be comforted that it is indeed a struggle at start, but with all things – it just takes time and practice in utilizing the methods available to you now – but fully rewarding when you stay true and authentic while giving valuable content to people online. Let’s talk briefly about her background which will gives us a new level of inspiration these times.

. Katie Lance lives in San Francisco Bay area with her husband and 2 sons. She has never been a realtor at start, but worked really closed with lots of them when she did work for a small real-estate brokerage in San Francisco Bay area.  She did lots of marketing, sales and branding during that time. She even became a social media director at Inman News (a Wall-Street Journal for the real-estate industry). For her, the entrepreneurial bug didn’t come naturally. Along with her progress and accomplishments in InMan News came a point where she realized that she doesn’t want to just work for one company anymore, but to serve more people, serve different brands – with certain flexibility in handling work as well as the life inside a family. After going through the process of thinking about and figuring out what she wanted to do, she took the leap of faith by leaving the company and started her own company along with her loving husband.

As a resilient worker, and a firm believer in her ideas and conviction, she immediately started working for her own company – having tons of business even just from word of mouth and hustling around. She even got the chance of being a consultant to her previous company that she’s working with. Her husband even left his corporate job to work full-time with her and kept motivating her. They endured through the challenge of starting off without a website where they can generate leads and help build their email database quicker. She admits that, as an entrepreneur she says yes to many things, but along with her husband, she learnt and figured things out in their own company. Today? As a founder of the #GetSocialSmart Academy, she and her husband has taught tens of thousands of professionals about the latest tools and strategies in social media, mobile and technology. She’s also the author of the Amazon Best-Seller #GetSocialSmart book. Even up to this date, she and her husband has been actively helping agents and brokers to get smarter about social media. In this podcast, Katie shared her experiences, struggles and successes, as well as up-to-date effective tips in business and the value in starting out authentic, in hope that you, our dear tribe, will also be able to jump start your business or your own company in this through an online world with heavily-saturated content. So, sit back, dig in, and take notes as Katie shares her humble beginnings and successes to us.


Here’s What You Missed:


  • Treat your work or your workplace as your own
  • Being Confident in Your Idea and the Value You Can Bring
  • Authentic Content Maker versus Curated Content Maker
  • The benefits of starting out with an effective website and building email lists
  • Lead Magnets: Strategies and Tips that can bring value to your business

How To Build Your Business Through Social Channels ?


Knowledge Nuggets:

[03:38] just being a part of one of the biggest moments in other people’s lives – like times when most people are buying and selling a house when getting married or having kids – is really exciting

[4:53] “…back when I first started working with realtors, I just never really realized the heart of a realtor, and how most of them are all independent contractors; how hard they work and how many multiple hats they’re wearing. That was such a great experience to work side-by-side with so many different types of realtors…”

[6:30] I feel like I’ve always had that entrepreneurial attitude. I feel like wherever I’ve worked, I’ve always treated it as if it was my own business.

[7:06] “…it was through the process of thinking about what’s my next step; do I want to work with for another company?” After doing some soul search, and figuring out what it is I wanted to do, I just came to the realization that I don’t want to just work for one company. I would love the opportunity to work with a lot of different brands, lots of different people. Serve more people, but being able to have some flexibility in life and work.

[8:45] “…I may not be the smartest person in the room, but I can outwork people. I’m just going to work harder” I’m going to do whatever I gotta do. Roll up my sleeves, and hustle, make it happen.

[9:07] I just had an idea, and I was confident in what I was good at; confident in the value that I could bring.

[9:27] Sometimes, especially as entrepreneurs, you have to say Yes to a lot of things and figure it out as you… I think it’s just part of the process, part of the journey.

[10:29] A lot of people think that being a real-life speaker is the same as getting on camera and doing virtual speaking. In virtual class, there might be hundred people watching, but you cant see their faces, or their body language.

[11:18] just like anything, it takes time and practice over and over again. i.e., getting comfortable with speaking in real-life crowd or online / virtual class.

[11:54] Just start with where you’re at. If you have a computer, webcam, or a smartphone device – that’s all you need. You can always buy more fancy equipment as you go.

[13:13] what really makes people stand out is when you can create your own content. A lot of people especially agents and entrepreneurs still curating content. But the benefit of putting out information that’s in your voice that has your own opinion, your own expertise – you’re building your own brand authority. You are putting your stake in the ground, and putting your opinion out there.

[14:00] start with something you’re really passionate about. Asks questions that can help you brainstorm questions like: Who do you want to work with? Who do you want to attract? What’s your brand all about? Start to make a list or notes of things or topics of conversation that came up with people you’ve talked to or called to?

[18:18] Do a self-audit and Google yourself up. Don’t be a secret agent, make it easier for people to find you. Did you update your photo? Contact information? Is the verbiage about you correct? Perhaps you need time to clean up some digital breadcrumbs you’ve left on the internet of the years.

[20:00] I encourage people to update their profile, make sure they’ve got their latest wherever they’re working, or doing. Not just list of job titles, but include how you got into the industry? Do you have some designations? What’s your story? Pick the platform on where your people are.

[24:12] when it comes to social media, I really believe that social media is rented ground. We don’t own it. It’s a great place to connect with people, to get exposure, and to build relationships to attract business.

[24:27] There’s a lot of value in creating assets that you own that go with you wherever you go, which is why I talk a lot about creating your own content.  Another thing that you own is your email list, your database. Regardless of the amount to start, just do it now even if you start with as low as 10 contacts. A good place to start with email marketing for free – is MailChimp.

[26:15] Treat people who opt in into your email list a lot of respect. It’s really important that you deliver value. Through email list you get to see what people are clicking on, what they are more interested in, and what content would be more relevant to what you know. You really need to be intentional with what you’re doing. Not for spamming in people mails, nor as buying lists, but you gotta be real. You gotta show up, you gotta give really good information while being authentic.

[27:45] I’m a huge believer in lead magnets. It’s one of the best ways I think you can build your email lists and connections. A lead magnet is usually a piece of valuable content given for free to people who gives their name and email address to you.

[30:08] You can feel a little daunting, but when you really just start to put pen to paper, it’s amazing about how much we all know. I think a lot of times we don’t give ourselves enough credit about just how much knowledge we have about these things. It comes down to what you know and putting that together.

[32:57] “…not just having a website for the sake of having a website. But having one to generate leads, and help build your email database.”

[33:44] There’s also the flip side of everything happens for a reason, and , maybe certain things just had to happen the way they did for me to be where I am today too.


Important Reads and Links:


Recommended readings:

#GetSocialSmart: How to Hone Your Social Media Strategy by Katie Lance


Katie Lance Website:                 https://katielance.com/

Katie Lance Instagram:              https://www.instagram.com/katielance/?hl=en

Katie Lance Facebook:              https://www.facebook.com/KatieLanceConsulting/

Katie Lance Twitter:                   https://twitter.com/katielance

Katie Lance YouTube:                https://www.youtube.com/user/KatieLanceConsulting

Katie Lance LinkedIn:                 https://www.linkedin.com/in/katielance/




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