The Challenge

Broker and investor Tom Cafarella came to us in 2018 with an idea: He wanted to help real estate agents become investors. Tom knew from experience that many homeowners were better off selling to an investor, and agents were already in the homes having those conversations. 

Tom wasn’t well known outside of Boston, and hadn’t given many interviews, so he had little nationwide authority or name recognition with agents. The real estate space is also very saturated with shows. But Tom had a key ingredient of a great expert brand…a unique insight.

The Expertise & The Message

Tom had developed the unique insight that it’s often easier to generate leads when marketing to homeowners as an investor than as an agent. Tom exploited that insight to build two successful businesses, a brokerage that operated parallel to his investing company, one of the largest in New England. He wanted to help agents do the same thing at an individual level.

We dived into the show launch process and helped create the Agent Investor brand around that Clear & Compelling Idea – “Agents: You’re talking to homeowners every day, why not turn those conversations into wealth-building opportunities for yourself?”

The Content Strategy

We designed the content strategy to mix conversations with agents who were also active investors, alongside ‘solo’ themed episodes sharing strategy and tactics. 

Tom delivered many of these as webinars, which we then repackaged as show episodes. With the right structure, blending webinars and video shows together can be a very powerful strategy. Another client used this strategy to get 2,000 email opt-ins for his very first episode.

Tom consistently published the show for years, and the growth of the show, webinars and email marketing led to group coaching and packed in-person events.

The show helped grow the email list XXX over the X years, supporting sales of his programs and events, and created ‘pre-sold clients.’ As Tom points out in his video, “I had somebody come into my office yesterday…they already knew everything about me, everything about my company… they were already sold on working with me without me even speaking one word to them.” 

Launching a Bigger Offer

In recent years the Agent Investor brand evolved to include an Agent Partner Program. Agents can refer deals directly to his investing company and get a split of the final sale profits. Often agents make double the commission they would have made if they had listed and sold the home as an agent. This creates a consistent stream of inbound leads Tom didn’t have to spend $1,000s on direct mail or phone follow up to generate.

Tom is no-frills guy who keeps busy running multiple companies with a young family at home, so he does an eclectic mix of content with very basic tools and setup. His mainstay is livestreams into his Facebook Group and he recently added raw teaching videos shot on his smartphone.

We turn all that content into video and audio episodes, along with repurposing content from past episodes, to ensure that when Tom gets busier, content still goes out to his audience. That helps keep the show sustainable.

The Results – Authority, Audience Growth, & Deal Flow

• Authority – Tom is now a recognized authority in both the real estate agent and investing spaces, with the community and live events to back it up
• Pre-Sold Clients – People come to Tom already knowing everything about his content and his program, ready to go without him having to sell them.
• Audience – His show gets 1,000s of downloads and views a month, mostly on podcast apps where agents can listen while going about their day 
• Packed events full of energetic attendees ready to learn
• Body of Work – Tom has years of teaching material on multiple platforms, easily enough to write an entire series of books if he chose to. That kind of content library makes it easier to create group programs. He’s never starting anything from scratch.
• Email list growth – The show helped the email list grow XXX over X years
• Sales – The show helped fill his coaching programs and live events.
• Consistent deal flow from agents all over New England looking for deals they can send to Tom’s investing company. Deals that Tom didn’t have to spend $1,000s in direct mail or phone follow up to generate.

As Tom said in his video, working with us on his show has been a ‘no-brainer.’ 

“ I don’t have to think about it…I just record the video.They cut it, they make it look good and professional, and that’s all the stuff that I’m bad at.  I can never imagine trying to host on my own after working with his team.”

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