My interview with Justin Himmelbaum
🎥 Click HERE to Watch the Interview
Social Media, ugh...
As a real estate agent, you know that being active on social media is crucial for growing your business. But let's be honest - most of us dread being "on" all the time, constantly creating content and trying to game the algorithms. It can feel like a never-ending treadmill of posting, boosting, and hoping for engagement.
That's why my recent conversation with real estate rockstar Justin Himmelbaum was so refreshing. Justin has cracked the code on using social media in a way that feels natural, authentic, and - dare I say it - fun! And the results speak for themselves. In just his third year in real estate, Justin sold an impressive 107 homes.
So what's his secret? It all comes down to one simple principle: put the "social" back in social media.
"People don't care how much you know until they know how much you care," Justin told me. Rather than constantly pushing listings and open houses, Justin focuses on genuine connection and providing value to his sphere.
He spends about 2 hours per day interacting with his network - leaving thoughtful comments on their posts, asking questions, and showing a genuine interest in their lives. It's the kind of personal touch that's hard to scale, but Justin believes it's the key to winning both mind share and market share.
"Social media is one of the easiest ways to connect with people and not have to at all talk to them when they don't want to be talked to," he explains. "When I'm in person, I would say - show of hands of how many people have ever posted on social media and hoped they got zero likes, zero shares, zero comments - Never. Everyone who posts is hoping that someone sees it and is at least inspired. They want someone to interact with that content."
So Justin makes it a point to be that person. He doesn't just scroll and like - he digs deeper, asking questions and making meaningful connections. And he doesn't limit this to just his real estate contacts. Justin follows a diverse group of engaging content creators on Instagram, using them as inspiration for his videos and posts.
"I follow a bunch of people who make fun content and do other viral things, not all realtors. And then I kind of see the ideas they have. And I try and replicate them in houses to make sure that it's something that's trending. Because that's how you get seen more is by trending stuff," he shares.
This philosophy is evident in some of Justin's most viral videos, like the one where he hilariously portrays a crash victim being wheeled into a bedroom. It's silly, it's fun, and it has nothing to do with real estate - but that's the point. By showcasing his personality and creating content that aligns with trending social media formats, Justin is building a connection with his audience that goes beyond just listings and sales.
"This stuff is fun. It creates that camaraderie between you and your database. And then it does show off the house enough that the seller won't go, 'You didn't even show my house'" he explains.
Of course, Justin doesn't just wing it. He has a systematic approach to his social media strategy, whether that’s engaging with clients, or planning new posts and videos. And he's constantly learning and evolving, drawing inspiration from others and experimenting with new ideas.
"I think the first part of it is what Carol Dweck, you know, so famously points out in her book Mindset, which is that you have to have a growth mindset. You have to believe that you don't know everything today. And anything can be learned, right?" Justin says.
That growth mindset is evident in everything Justin does, from his willingness to try new things on social media to his dedication to continuously improving his skills as an agent. And it's that combination of authenticity, consistency, and a commitment to constant learning that has helped Justin build such a powerful personal brand.
So if you're feeling stuck in the social media grind, take a page out of Justin's playbook. Focus on creating genuine connections, putting value before sales, and having fun with your content. The leads and listings will follow. After all, as Justin says, "if people just like you, they want to see you win."
Have a great day!
Philip
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