Anytime an agent gets an appointment from a cold call, it’s like walking into a war zone. They don’t know you, like you or trust you, so they aren’t exactly warm and fuzzy when you go and meet them…unless they’ve already viewed a ton of your content online. Having a YouTube channel can take people from not knowing who you are to rolling out the red carpet for you. It warms the lead up before you even meet them, and when it comes to signing a listing agreement - it’s nothing more than a formality. Chris Igoe’s YouTube channel has become a solid source of business, but that took weeks of figuring it out, understanding the algorithm and months upon months of consistency for it to pay off. Today, he shares his journey into real estate, discovering his superpower and how he is making YouTube work massively well for him. Quotes The great thing about this industry is you can just copy someone and get results to a varying degree. The problem is it might not be the best result for you. -Kevin Kauffman The best thing anyone can do in any industry they’re in is build up their brand on YouTube. -Chris Igoe There were people having success and generating leads through YouTube, if they could do it, I can do it. -Chris Igoe If someone was going to hire me through a cold call, they would probably Google me and I wanted them to know I was real. -Chris Igoe Many of the things that used to work on YouTube have been obsolete for a very long time. The only thing that matters is pleasing its audience. -Chris Igoe Key Points  Good mentor vs. great mentor The great thing about this industry is you can copy someone and get results but that is a double-edged sword because that might not be the best  for you. Good mentors will show you how they did it and create a path to follow. Great mentors will take time to ask questions, and find out whether the activities line up with who you are as a person. Find your superpower and double downThe advice new agents get is to blindly follow whatever model works. The truth is: whether you choose cold calling, social media or referrals, all the models work, but everyone has their own unique superpower. The key is figuring out what that is, playing to your strengths and consistently hammering at it until you have success. When Chris realized that cold calling was his superpower, he went from making $25k in his first year to millions in volume. Warm up the lead before you meet When you get an appointment off a cold call, you’re going into a war zone. They don’t know, like or trust you and they are getting hounded by other agents. Before you even show up to their door, they will Google you so having a deep catalog of content on YouTube starts the process of warming them up. What works on YouTube Many of the things that used to work on YouTube have been obsolete for a very long time. The only thing that matters is pleasing its audience. We have to understand our ideal viewer/customer and get really specific so we can craft and create that right-fit content.  The metrics don’t matter When you’re creating YouTube content, it’s really easy to get caught up in the vanity metrics - how many views, likes, subscribes and shares you’re getting. If you’re doing YouTube to get more leads and transactions, the vanity metrics don’t matter. What counts is how many leads this is generating, and how it’s leading to more buyers and sellers. Guest InfoChris is a real estate professional, investor, and retired stockbroker providing current housing market analysis with financial and economic market commentary. He empowers people with the truth to make the best decisions for themselves, their families and the financial bottom line.Subscribe to Chris’ YouTube channel. CTA​​Please leave us a review at https://ratethispodcast.com/nla