Jeff Cohn first came on the scene as the founder of Nebraska’s #1 selling residential team, which scaled from 80 to 580 deals/year in only 4 years.
Since then Jeff has co-founded a variety of adjacent businesses, including title, insurance, phone prospecting, property management and property investment ventures.
The Challenge
In the early days, Jeff wanted to focus on building one brand: Elite Real Estate Systems, his coaching/consulting company.
Here’s what Jeff has to say about his experience with our agency.
“Matt and his system has helped me capitalize on my guest interviews, built my personal brand from scratch and directly contributed to over 7 figures in revenue.“
The Expertise & The Message
Jeff’s initial goal was to keep up the momentum from a handful of podcast appearances by creating his own platform and building his own audience.
The temptation for any show host is to go broad. Leave no potential listener out.
We’ve found that nothing sinks a new show faster than going broad and general.
So we pushed Jeff to RUN the other direction…Go where his expertise was valued. Go deep on topics only team leaders and their staff care about.
We focused on 2 types of episodes:
- High-level mastermind sessions: Candid conversations between Jeff and fellow team leaders talking about the challenges they were facing
- Niche conversations: A rotation of Jeff’s key staff talking to their counterparts at other teams (Ops leaders, integrators, agent coaches, etc).
Each conversation was HYPER focused on the real estate team niche, and proudly repelled everyone else.
And it worked.
The Results
The Team Building Podcast hit #8 on iTunes in Management & Marketing category when it launched. We leveraged the show into appearances on more podcasts and virtual summits. This directly led to Jeff’s first speaking invitation to a packed room at the Real Estate Success Rocks conference, and many more invites after that.
Jeff tried two tactics to promote the launch that turned out to be very effective:
- Asking podcasters in his network to promote the launch. As a result, thousands of people were reached through their networks, leading to more views and downloads in the first couple weeks of the show.
- 4,000 DM’s – Jeff had his overseas VA log into his Facebook account and send semi-personalized messages.
Below is a DM template you can use, inspired by Jeff’s original.
We still provide this to every client we work with!
Hey NAME!
Could you do me a quick favor?
Our new show, ____________, launches today.
Could you take a minute to download an episode and follow the show?
Here’s the link – ournewpodcast.com
Or pull it up in your Apple Podcasts and Spotify app.
More downloads and reviews means more people finding the show.
Appreciate it and hope you enjoy!
Your Name
————
Early Wins: Building trust & Making Sales Easier
Before the show, Jeff offered a Team Building Workshop for $2k.
Team leaders could fly into Omaha, spend the day with Jeff and his staff, and walk away with all of his templates and systems.
Jeff used to spend hours a week in text and DMs, building trust, answering questions, and following up. All to create one $2k sale.
The show flipped that dynamic.
Team leaders started to go directly from the show to a sign up page, book their own travel, and show up at Jeff’s office.
5 to 10 team leaders at a time, at a new price of $3k. No calls or DMs from Jeff needed.
The show completely solved the trust problem. Prospects nurtured themselves.
Ultimate Outcome: The Dominant Show in a Lucrative Niche
Back in 2015 and 16, we knew the real estate team niche was growing.
There was buzz and excitement…
Collaboration and cooperation…
Even in a fiercely competitive industry.
But who could predict that real estate teams…and then team expansion…would be one of the biggest trends ever to hit real estate?
Team GCI, production and headcount became the new status symbols.
And the Team Building Podcast dominated that niche.
10-20k downloads a month in a niche of *maybe* 10k agents.
The show also directly and indirectly generated…
- 7+ figures in revenue – Team Building Workshops and virtual group coaching
- Speaking invitations – Including live Team Building Workshops in Ottawa, Canada and Long Beach, CA, as well as sharing the stage at large real estate events with speakers like Rock Thomas
- Enhanced relationship with vendors – The #1 CRM for teams promoted Jeff to their clients/prospects and put him on stage at their annual event
- Attendees to the Team Building Summit – One occasion stands out: We were in the audience of ~200 team leader and staff when a speaker asked from stage, “Who is here because of the Team Building Podcast?” 70% of the hands in the room shot up.
- Joint venture opportunities– Jeff has been featured in multiple high-end education products with built in revshare
- Free software, special offers and incentives – Offers included everything from free or early access to software, to sweetheart offers to move his team to new brokerages. The dollar value of these incentives and offers alone is easily 6 figures. Probably 7 figures over the years.
There were a few valuable lessons from our work with Jeff.
- The best show to launch is…the show your right-fit clients are searching for…sifting through other shows for….starving for...and can’t find
- The best show hosts are… leaders who get featured as guest experts on shows. Invites to be a guest expert means you’re doing something cool enough that people want to shine a spotlight on you.
- The best content for affluent, successful entrepreneurs is…detailed content about problems only the affluent and successful have. Zero catering to beginners or strugglers.
But the big one that eventually made its way into our book, MicroFamous, is this…
Most battles for show growth are won or lost before the show even launches.
Focus on a lucrative niche first.
Go broad and general later.
Want to launch a show that creates life-changing results?
Schedule your free Brainstorm Call today.