Dear Realtors, it’s time to upgrade from those tired “sold” and “new listing” social media posts. There’s no shame in a synchronized dance number that ends with someone falling down.
Reels and TikTok seem a little daunting for those over the age of 25, but Denton Realtor Chauncey Pham with The Phamily Realty Group says it’s time for real estate professionals to step into the future, and she’s willing to train them.
“I’m a real estate investor, coach, mentor, trainer, and national team leader, and I’ve built my entire business using social media,” Pham says in a promotional Facebook reel over the song “I’ve Got The Power” by Snap! “I am here to teach you everything that I know.”
Pham is offering a “social media extravaganza” from 10 a.m. to 7 p.m. Saturday, April 30, in the North Dallas Galleria area. Just 30 spots are available. Book your spot for $750.
Great Content, Low Overhead
“You see a lot of creators out renting big mansions and shooting large batches of content,” Pham explained, noting that it costs about $500 just to rent a suitable location. Then you have to rent equipment and hire photographers, editors, videographers, makeup artists, and other professionals. “For years, I have been trying to teach them how to do this right, and they don’t always listen. I saw a content house and I thought it would be really cool if I could do this training for Realtors in a setting other than Zoom.”
Participants will walk away with Reels, peer interviews, videos, lifestyle candids, professional photos, and “a large batch of content,” Pham said. They will be assigned tasks to execute on-site and hear from professional speakers. They’ll also be served two meals and spirits, and get to make some professional contacts to lean on for future projects.
“Everyone is on social media right now,” Pham said. “Houses are selling when you put a sign in the yard. This is a way to sell yourself. DFW has 30,000 licensed Realtors. How do you stand out from the crowd? The best way to do that is by leveraging social media. We’re behind a lot of other industries. I want to teach people how to put a strategy behind what they do.”
From a quick look at Pham’s TikTok page, it’s evident that she uses humor to draw in her audience, but she also provides educational tips through series such as “Real Estate Myth Busting.” She shows herself viewing someone else’s “educational” spot and says simply, “Don’t do that.”
The no-nonsense approach permeates through Pham’s social media accounts — and her conversation.
“How did I learn [how to be a social media expert]? Common sense,” she said. “I looked at social media as a tool that would expose me to an audience. If I can make content entertaining, engaging, and educational, then I can make virtual friends around the world.”
No Generation Gap on Social
She doesn’t really buy into the excuse that the ever-changing media is too challenging or not for the middle-aged.
“It’s technology,” she said. “The only thing constant about it is evolution. People get set in their ways instead of trying to learn more about it. It’s just laziness. I mean, we figured out Myspace. Then we figured out Facebook. Now we have to figure out TikTok.”
The trial and error of playing around with a new social media platform is part of the beauty, and it attracts followers, Pham explained.
“That’s what makes you relatable,” she said. “The biggest issue with real estate agents is that they want to be perfect. There is power in vulnerability. They want you to make fun of yourself. If we share those vulnerabilities with the consumer, they’re more drawn to us.”
Posting cringe-worthy “sold” and “new listing” pictures is tone-deaf, Pham added.
“We’re living through an economy where some of us are doing very well and others are not,” she said. “It’s very cringe-y for Realtors to share nothing but their successes and things that are not difficult. Focus more on solving people’s problems.”
Becoming proficient in new technology starts with the mindset that “we get to do this, rather than it’s something we’ve got to do,” Pham said. “Issues with confidence and ego, that’s because you’re selfish. All you’re thinking about is how you look and how you feel. Maybe there’s a sector of your audience, and this is the only way you get to reach them.”
Empowering others to succeed is Pham’s business model — and she’s not concerned that she might be creating stiffer competition for herself.
“I am never concerned with competition,” Pham said. “I come from an abundance mindset. There’s more than enough opportunity out here for everyone. I love the process. If I create some competition, that just makes me better.”
