Two weeks ago, I spent two straight days filming with people operating at the highest level of real estate content. The kind of creators most agents look at online and assume they’ve cracked some secret code.
They post consistently. Their videos perform. Their brands feel polished and intentional. From the outside, it’s easy to think confidence came first and results followed.
But after spending real time behind the scenes with them, the biggest thing I learned had nothing to do with lighting, editing, or camera settings.
It was how they think about content, and how seriously they treat it as part of their business.
The Insecurity Never Fully Goes Away (And That’s Normal)
One of the most surprising things about filming with Eric Simon, aka The Broke Agent, and hyperlocal queen Alyssa Curnutt was how similar we all are behind the scenes.
Here’s what that looked like:
- Multiple takes.
- Rewatching clips.
- Asking “Should I do that again?”
- Wondering if something will actually land.
At the highest levels, people are still thinking critically about their work. They’re not immune to doubt. They just don’t allow doubt to slow production.
Most agents wait to feel confident before posting. But confidence doesn’t grow when you’re holding back in draft mode. And working with Eric and Alyssa really drove that home.
High-level creators post while still questioning it, then let the market decide.
High-Level Content Starts Before The Camera Ever Turns On
The part most agents never see is the work that happens before filming.
- We had multiple Zoom calls before we ever met in person.
- We shared a live Google Doc.
- We wrote, refined, cut, rewrote, and pressure-tested ideas together.
When we were finally in the same place, our job was to capture, not brainstorm.
At a high level, ideation and execution are two separate jobs. Yes, you collaborate on ideas. That’s where they get sharper. But you don’t want to show up to a filming day starting from zero.
What really makes content work is the planning that happens beforehand. When you’ve already done the thinking, filming becomes simple and focused instead of rushed or random.
The Best Creators Start With The End In Mind
Another thing that stood out was how often the final piece of content was being considered before the camera even turned on.
Not just “let’s film something.”
More like:
- Is this text based?
- Is this mixed media?
- Is this educational?
- Is this conversation driven?
- Where does this live when it’s done?
Most agents hit record and hope something usable comes out. The highest level creators reverse engineer the outcome, then film intentionally toward that outcome.
If Marketing Is A Lead Source, You Can’t Treat It Like A Task
This was probably the clearest business lesson.
For some teams, marketing is brand awareness. For others, it is a primary lead source.
If video and digital marketing are a real lead source for your business, you can’t treat posting like something you check off a list. You have to treat it like something you are building.
Evolving. Testing. Tinkering with. Improving over time. That’s the process.
This isn’t criticism of agents posting once a day or a few times a week. But if you expect one type of marketing action to consistently produce business, it usually requires a much higher level of commitment to that action.
That was very clear filming with high-level creators. Content was something they were actively developing, not just trying to “get it done.”
Their commitment to the process is what keeps them growing as content creators.
The Part Agents Don’t Want To Hear: Belief Drives Execution
Real marketing pillars only work if you actually believe in them enough to inconvenience yourself.
Case in point, Alyssa flew from Washington for two full days of filming because she believes content directly drives her business.
I blocked two days knowing I would need client coverage. I organized in advance so my phone wouldn’t constantly pull me out of filming. We drove to San Diego to collaborate with other agents because we believe collaboration and content compound.
Meanwhile, many agents won’t drive across town to film a local business feature.
The gap usually isn’t talent. It’s not budget, either. Or equipment. It’s belief in the process.
If You Only Change One Thing This Week
Increase volume. Lower perfection.
Most agents are trying to build one perfect piece of content. The better strategy is to test ideas faster, get feedback faster, and use that feedback to refine faster.
You don’t need one perfect post. You need patterns to learn from.
And patterns only show up when you produce enough to see what’s actually working.
The Reality Most Agents Need To Hear
Content gets easier after you start. Confidence comes after volume. Clarity comes after feedback. Not before.
Filming with Eric and Alyssa showed me people who learned how to move forward while uncertainty is still there.
And for most agents, that’s the unlock.
