Brit O’Donoghue: Social Media and Business Development

REE#150 AUDIO
Brit O’Donoghue: [00:00:00] educate yourself on stuff. Go to every teaching, every training
that you can become well versed in this area.
Know your contract in and out, and make sure that you are lining up with people that are
going up, because that's the only way for you to continue to swim up that path too.

Tracy Haye: one 50. I have a special guest, someone I admire and I know is very well
respected with everyone in the real estate community, especially here in Northeast Florida
and growing throughout [00:01:00] Florida. And we'll hear a little bit about that. And her
mission Daily goes beyond just marketing.
She provides great value to many of the real estate agents each day. She not only coordinates
training classes and conducts them as well as sharing her knowledge and experience. I wanna
welcome someone who I respect greatly and I think has a great influence here in northeast
Florida. Brit o' Donahue, with landmark title to the show.
Okay, thank you Brit. So it was episode 1 49. I had you and Kayla on. Yeah, so we're 101
episodes away. It's been whoa. Which probably have been about a year and a half now, I
think. Something like that. It's been, it's been a hot minute. Yeah. I got my try to keep this hat
on. This, it feels weird. Feels like summer.
But you've had some a little bit. I know you had a, you had a son graduate high school, right?
He did this past couple weeks. Yeah. And then you also had so I don't know if it was recent,
but your other son is, was just promoted the Marine Corps. Yeah.
Brit O’Donoghue: he was promoted to corporal. He lives in Okinawa.
When you see, he's my first. And so him leaving the nest, I was like, [00:02:00] oh my gosh,
Lord, I hope I did this right. And he has a beautiful life in Japan. He loves it. He's just
recently picked up beach volleyball. So that's his new hobby. And he's a corporal in the
Marine, so Rah. Mm-hmm. Very proud of him.
And then my second he just graduated from Bishop Kenny. He's going to U S F in the oh
cool. Fall and he's my entrepreneur. No military for him.
Tracy Haye: Oh, that's great. Now, how long, how long has your son been in the Marine
Corps now?
Brit O’Donoghue: So he went 20, 20, 20 as soon as he graduated. He's like 21 now. 22. 20.
He's 21. Mm-hmm. Mm-hmm. God

Tracy Haye: bless. Excellent. Now, and you, and you know, and, and one thing I I, if people
don't already know it, I, and you know, obviously people that follow you and know, you
know, that you're a single mom and you have you have several that's, you have a couple
other kids still in the nest, so to speak, Uhhuh there, because you do bond a lot with the you
know, I call the single moms group.
You, you do bond a lot with a lot of the agents that way and building your relationship part
of it. But one of the things [00:03:00] I had on here, you know, you book a pretty good
schedule. I do. How do you juggle that with, you know, because you're, although your kids
are not infants, they're in activities, they're doing this, they're doing that, and you're, you're
dealing with that as well as, you know, the, all the amazing things you're doing at Landmark.
Brit O’Donoghue: Yeah. Work life balance, who you know, when you have to provide for
your family, just kind of do what you have to do. Mm-hmm. Over the past couple years, I've
started to learn how to balance things a little bit more, I would say. With my job, I have an
awesome boss who's also a single parent, so he totally understands and respects that world.
Kids come first. So we just kind of evolve our schedule around that. They're heavily
involved in my work as well, which I love. My senior he act that just graduated, he's gonna
get his real estate license. So he loves this space. He goes and sits at some of the trainings, so
it's just [00:04:00] kind of merging all of them together.
Right. What you see is what you get. This is what I do 24 7, I
Tracy Haye: guess. Right, right. But I mean, have you not, you know, obviously well, if you
want to give him what's, what's his name? The one you're talking about going to Hayden.
Hayden, yeah. Hayden's watching you do it. You got some other younger ones in the nest,
but seeing their mom, I mean, really, I mean, I.
You, as I put it here, you're one of the, you are one of the most respected, but definitely one
of the most known. But what the value you provide and, you know, obviously they must
sense, you know, especially when you're doing your trainings or, or putting 'em on that
mom's, mom's running the show here. You know, they
Brit O’Donoghue: make fun of me.
Actually, there's nobody more humbling than twin 14 year old pre-teens who also have a
social media presence. Oh, they definitely keep you humble. No, I, I want my kids to feel
comfortable in their own skin. And I hope that what they see their mom does is an inspiration
that they can do whatever they want, right?
And they're [00:05:00] all different facets of my personality, so each one's different. My
daughter's recently done some public speaking and that's just anything to kind of push them
out there and show 'em what they can do. I hope that I'm a little bit of an influence in that
area over their

Tracy Haye: life. Well, the, one of the things I wanted to tap into a little bit was, you know,
how things have evolved.
You know, you've been at landmark a little over three years now, right? Yeah. And I can't
believe it. Yeah. And, you know, what was the initial vision? You know, I, I, you know, I'm
looking at your LinkedIn and I, you know, I see the word business development. Well, I
know a lot of business development people, but no one's maybe not had the platform that
David's obviously provided.
Yeah. Which I think you've created. I mean, I, I, you know, David's been you know, I put on
here, what's it like to work for David Heekin? Oh my gosh. But I mean, obviously he's a
visionary and he's like, you know, hey, yeah, that's like a good idea. Let's try it and see if it
works. Type of attitude, which is refreshing, right.
You know, and the ideas you're bringing, but from what you guys first, you know, [00:06:00]
when before you even got hired, what he was telling, like kind of what he wanted you to do
to what you're actually doing today, how that evolved over the last. 36 months.
Brit O’Donoghue: So that's crazy. All of it evolved around covid, everybody's life.
I think just went nuts though during Covid. Mm-hmm. At, before I came onto Landmark,
and I touched about this last time I worked for a hedge fund. And it was a private hedge fund
technology group and we funded front end financing for builders. And I worked in the
Atlanta market but lived here.
Mm-hmm. So you get very innovative online. Now landmark got me during the Covid
experience and when I first started they basically had outsource marketing and wanted to
bring it in and they needed a marketing department. At that time it was Nikki and David that
kind of had grew the company together and it was blowing up and then the real star state
market blew up and then it was just, here we go.
Taking that brand to the next level. What was a day in the life of the [00:07:00] closing
room? So we started with resurfacing the website and kind of what is title and showing that
story. And then all of that kind of involved in it evolved from then getting in, speaking with
our real estate professionals on when the world changed, we had to adapt and change with it.
Right? I mean, we were doing crazy closings outside and covid closings and people packing
up everything and leaving states and in our yard, or in our parking lot with like every animal
they owned. We've had all kinds of animals in closings. Making all these accommodations
and then just kind of staying ab, you know, in front of this.
And then it just kind of vol evolved into that customer service side because we were
growing, but we still wanted to have. Relationships with everybody. So we were able to take
and create small teams and we scaled it all the way down to where all of our agents had
somebody that they could work [00:08:00] with on the marketing side.

I saw a company out of Atlanta with my old job and they grew, they're the largest privately
owned mortgage company based out of Atlanta. Their spokesperson now because of their
marketing department is Kirby Smart. And they blew up just utilizing their marketing
platform to get builder business.
And so watching how that kind of happened was. Giving me kind of the same mindset with
Landmark on how we could take our marketing arm. We were great at processing, great at
customer service, great at the closing table. We also wanted to make sure that our marketing
department was at that same level and could provide value to all of our real estate agents.
And now it's just,
Tracy Haye: we'll talk about the training room in detail and what that's done, but obviously
his vision of the corporate office, did he have that really before you got there? Or just your,
you as you got there in growth? Cause it was, it's been about a year now, right? You've been
in that new building.
Brit O’Donoghue: Yeah, so [00:09:00] that was definitely a dream of his. Honestly, David is
such a high driving visionary. You just kind of have to just grab on and go with him. I work
the same way in some aspects and don't, and so we can definitely go down a rabbit hole
together. Mm-hmm. ADHD is not our friend, but it is. But yeah, that was a dream of his for a
long time.
And then when we got the building and kind of could see what they were making out of it, I
was like, okay, here we go. This is how we're gonna take it to the next level.
Tracy Haye: Because I mean, In your re return on investment, I'm sure you, you're David's
looking at this. I think it's a great idea. I would be surprised that it didn't, but I mean, have
you guys had a seen a true measure in, you know, the year now you've got the training room,
you're regularly using it, letting others use it, being the, the center of attention, so to speak.
You know, bringing people in and out of the building, you know, having his coffee bar and
those type of things that he told, talked to me about in his, in his [00:10:00] episode. Have
we seen, or you seen, have you seen that market? Yo Percentage. Let's say, what do we want,
what's the term? Like return on investigation, your return on invest, but your, your market
penetration, you know, based on the number, obviously, I'm sure you guys are always
measuring, oh, how many homes are closing in the area that obviously title's being done.
How, what percentage are we getting?
Brit O’Donoghue: Yeah. I mean, so obviously we have a business to run. Mm-hmm. And so
that's important. But at the same as aspect, education is huge too. Mm-hmm. So education is
definitely one of the pillars at Landmark. David loves to educate people. He gives his cell
phone out to everybody.

If you work with him, you know, you can call him twenty four seven. Just like any other of
the attorneys and staff members. We definitely are seeing where we get to bring everybody to
us. It's so awesome having events there because I get to see folks that I don't always get to
see because it's great to do networking events and happy hours.
I'm because of 75 hard definitely, but I'm a little over happy hours right now. And I like to
have that [00:11:00] one-on-one interaction. So it's nice to see folks using our realtor lounge.
For Zoom calls with out-of-state buyers. Right. It's nice to see that we can offer all different
aspects of training or allow brokerages to use our space to do educational stuff there.
Same with our LO partners and vendor partners. We can do breakfast Learns, lunch and
learns. We can have big events like we've done with Real Producers, our Breakfast of
Champions that started two years ago. Like it's one of my favorite events that we do. And so
I think that yes, it definitely helps on the business side because we are casting a bigger net to
bring people to us, but, and it allows for people that don't know anything about Landmark to
get to see us on a whole nother level.
We've got the foundation photos right there when you go in the training room, so people are
like, oh, what's Landmark Foundation? We get to talk a little bit more about our community
efforts. And then you get to see the staff. We're all one big jacked up family. We love each
other, so you see us cutting up.
It's just, it's such a great, [00:12:00] I mean, I guess it's kind of like the Google of title, which
I don't wanna make it seem like we're those big, grandiose company because we are small at
heart. But we just, we have a gym now, which I don't know if I want anybody to see me
freaking out
Tracy Haye: the gym. But I know that was one of his goals to have the Peloton in there and
then get, and then get the wrap.
That was what he wanted. He was like, yeah, oh yeah. Work out and then go get your wrap
and go back to
Brit O’Donoghue: your desk. I mean, honestly, I'll tell you like when he says he is going to
do something, he means it. And yeah, there's we have a couple Pelotons coming in. There's a
whole weight machine in there. Um mm-hmm.
And what are like one of those boxing things, which is good. Those punching bags. Bags
you, so if you're having a rough day on problem file, you can. SCO
Tracy Haye: out. Well, I, when he told me about it, I knew, I immediately was like, oh my
God, that is so, you know, brilliant. Not only for the people that are there, but when you're,
especially as a marketing person, when you're having to go to all these places and set up and,
you know, coordinate with, with their [00:13:00] staff and, you know, you're, you're never in.
You're never in your house. Right. It's a lot easier to entertain in your house when you're

Brit O’Donoghue: in your house. Yeah. And we've got like the technology, our IT guy,
shout out to Randy. He is the best. And so we've got speakers in the ceiling. We've got Zoom
capability. We've done a lot of stuff together there.
Mm-hmm. Mike set up TV screens and every, every time we do something there, we go back
and we take notes and our whole team talks about, okay, how could we have done this
better? What else do we need to provide? What are some other options? And since we got
this guy that like knows technology in and out we're able to do a lot of cool things.
Tracy Haye: When you, when you first got in there, imagine you had some immediate ideas,
you know, as far as, you know, trainings and so forth and stuff to do and getting feedback
from what you know, and then what you felt the agents needed because as you were
providing value to them, what are some of the things you've discovered in the last year that
you know, either just by.
[00:14:00] Hearing the agents talk or people coming to you directly going, oh my God, I
didn't even think of that. To add to our, our training schedule. Yeah. So, or
Brit O’Donoghue: event schedule. We recently did, so the last two days, which I was sad, I
had a miss cuz I was at our West Palm office. Mm-hmm. But we had a certified negotiations
expert come in.
He did an eight hour two day. CE course that was just about and I'm gonna get downloaded
on everything that happened. Mm-hmm. But you know, teaching agents that sales side of it,
because if you're in real estate, I always say you're in sales. Like it is what it is. Mm-hmm.
I'm not a salesperson. Yes, you are.
Mm-hmm. You're selling homes. And so just by, everyone just sells differently. Right. And I
mean, I don't like to be a salesperson. I'm not your vacuum go door to door person. I like to
have relationships. And then from there, if you wanna do business together, cool. Mm-hmm.
But. Anyways, so we've had that a lot of those classes, we've had a commercial lending come
up a lot.
People are very interested in the commercial side. So that's an area that we were like, oh,
[00:15:00] okay, this is something that we need to touch on. Mm-hmm. We have a 10 31
exchange class coming up. We've done that a couple times. People really like that. Just, you
know, there's an, so this
Tracy Haye: is this, so the CE credit was kind of something you probably, you didn't have
initially in
Brit O’Donoghue: visualized that much of like a like two day right.
Kind of type. Okay. So this is like where people are gonna come in almost like a seminar
type thing? Mm-hmm. Yeah. Like a workshop. Yeah. We were just doing two hour stuff you

know, and didn't. Really, like that's something I didn't know if somebody would sit through
that. Mm-hmm. And, you know, I, I have to stand up and walk around a lot.
So, and then, you know, some of these like panel style stuff that we've done and then
motivational speakers so we can kind of tailor to all the things. We don't want it to be boring
all the time. We wanna have hot topics, we wanna kind of change with what's going on with
the market. Stay fluid.
Social media obviously is my jam. So anything and everything that we can do to help our
agents in the world of social media, that's that's what I try to bring to the table. I, I,
Tracy Haye: [00:16:00] we're gonna flip into that in a minute, just to finish up as far, cause
I, I, I and I for the audience, the reason why I like to talk about the training room, cuz I think
that whole concept that you have there, it, it gives the agents another venue, right?
It's. I think it's neutral now. Some agents, you know, that was, this was kind of the feeling
like, yo, are you seeing agents that you didn't see before? Come in there. You know, I don't,
you know, I know you guys hopefully, maybe are, are somewhat trying to get a feel on, on
that. If you're bringing in people that maybe weren't working with you before type of thing,
or at least coming over and, and taking advantage of the value add.
What are some things that you haven't done yet that maybe you have some sort of vision or
are working on that you want to even do in the future utilizing that space?
Brit O’Donoghue: I don't want to tell you all my secrets. So, you know, we have some stuff
that's evolving right now. And the cool thing is that we can, not only do we [00:17:00] have
the space, but we have like, space inside of the space.
What I mean by that is all of those desks there, we can kind of play around with the room
however we want. So we might be doing some more interactive stuff cuz we can clear
everything out of that room. Mm-hmm. I mean, we've had and I think we're gonna plan
another one, like a self-defense class there.
I mean, we can hold some things that are out of the box. Social media wise, we're kind of
coming up with some ideas, maybe a more interactive reels class. When you're doing social
media with so many different demographics, everybody's skillset's a little bit different. Yes.
So you don't want to be so granular that every, you know, you're.
Some people are getting lost. So we try to do templated stuff just like we did with TikTok.
Mm-hmm. So we've got some ideas there. So I don't know. Sky's the limit right now. Yeah.
Tracy Haye: It, it, it really is. In, in turn. So in turning over to the, the social media part, and
I know that you, you like doing, I know you've been putting out a [00:18:00] lot of value, a
lot of education in that field, but like, you, you, you just said it, there's different people at
different levels.

Mm-hmm. And like, how do you really tell 'em this is for the beginner who's probably isn't
doing a reel right now, versus, you know, obviously someone who's already doing some reels
that might wanna pick up some tips and tricks. Right. You, you're like, how do I gauge that
class?
Cuz you obviously want. At least a reasonable number of people to show up. Right, right.
Brit O’Donoghue: Yeah. So I recently, the, the best is to get outside of your comfort zone.
And yes, I do know a lot of folks in northeast Florida. I've been working with them for a
while. Mm-hmm. And so recently I did a class.
Tuesday of this week in West Palm. Totally different vibe. So didn't really know what to take
in. We sold out at 55 people. And that was a good gauge for me because everybody's skillset
down there was different. You're dealing with high, high dollar real estate, so they invest a
lot of money into their marketing.
And a lot of [00:19:00] times probably dump that off on somebody that they use. Mm-hmm.
So I was trying to see like, okay, well I have no idea. Here we go. I start off the class with
just some stats because I think people need to see what this looks like and what areas
penetrate more online than other areas.
And some of that, I'll dial back a little bit and then I will. Skim over it, depending on, so I'll
ask a couple questions and I'll be like, oh, okay. Everybody is good here. You never know.
Cuz I try to keep the class interactive. Mm-hmm. People raise their hands if they have
questions, feel comfortable.
There's no stupid questions because somebody that is in that 45 to 55 age bracket might not
be well versed online or understand even what some of the terminology you use, but they've
been selling the heck out of some real estate. Right. So I'm trying to teach the two together.
They're old school sales, they went door knocking, they did this, they did that.
And I'm like, okay, well you can take all of that and put it into social media as well, and you
can [00:20:00] do it easy. Don't be so scared of it. Mm-hmm. So we'll just start there and
then we'll go right into the nitty gritty. I. Did chat g p t heavily this time. That is a wild
animal in itself. It's very it's a time saver, but it's not taking your job away from you.
And so, a lot of questions on that. And how do you
Tracy Haye: utilize that? How do you, how do you push? You ask someone, ask this. They
does, you know, cause obviously it's out there, you know, artificial intelligence as they, as
they told us that everyone's gonna start selling their houses online now, they're not really
talking about that now.
It's ai, it's gonna take over. Right. And how do you address that question?

Brit O’Donoghue: So, one thing that I we use chat, g p t live together. Mm-hmm. So I can
kind of show them how it works. And I had an agent that had a listing on Singer Island. It's
the very prominent area in West Palm. And I asked him if I could use it.
And so we typed in a listing description for it and it was pulling stuff and then he was like,
oh, okay, well it doesn't have that and it doesn't have that. And I'm like, exactly. So this is to
help with [00:21:00] your writer's block or help you come up with content. Cuz it can write
video scripts, it can do all these things, but it's a tool.
It doesn't take away your job. I had listened to a podcast and they were talking about the wild
world of chat, G P T and AI and how it was going to take over. And they was talking about
cnet, which is a popular website to get technology information. You may you know, follow
it. Mm-hmm. Online, it's kind of like buzzfeed for technology.
Anyways, they had AI write 70 different pa It's different topics on different ways to use
money and finance. Anyways, long story short, I was all wrong. They were talking about
different things when it comes to HELOCs, that's not your area. So when I talk to agents
about utilizing chat G P T, please do not go on to chat g p T and become a mortgage
professional or a doctor.
Instead get with your vendor partners that are skilled and knowledgeable in their space. They
do those day in and day out and pop a TV or [00:22:00] a camera right in front of 'em and do
your video reels with them. And that will give you social media content, s e o content, close
caption it, boom, you're done.
Mm-hmm. So there's, it's a powerful tool, but it's also, it's not bible. It's pulling data from
2020 and beyond, and if we know anything, looking at the real estate market, it has changed
dramatically from 2020 to now. Mm-hmm. So that's kind of how I kind of scare them a little
bit. Mm-hmm. Like, please reread this, you know?
Tracy Haye: Well, it, it takes a lot of the writer's cramp whatever you want. Yeah. You
know, if you want to create a really good template or your buyer seller's guide and Right.
Make it sound professional. Maybe you weren't an English major like me. Yeah. You can go
in there and, you know, write a paragraph and then tell it to rewrite it with and you want to
prompt it.
And all this stuff is, there's so much YouTube on this right now. Cause obviously a lot of the
YouTubers took advantage of it is from the educational piece to things. And there's
something every [00:23:00] day. You know, to go in and just, you tell it what you want to do
and it will do it. But yeah, you have to read it.
Brit O’Donoghue: Yeah. You can't just like copy and
Tracy Haye: paste. Yeah. I think I mentioned one time a couple months ago when I was
dabbling with it about, I was, I wanted to write a script for a short real about VA loans and it
wasn't up to date with what, right. The current VA stuff was, and, and it was not wasn't

worded correctly and I actually went, when I post it and real, I'm starting to reading go, no,
no, no.
And I had to delete the post, right, because it was incorrect. Now I will say I took it with the
new FHA rules and I told it, I prompted it, said FHAs changing their. Am I right and boom,
blah blah. And then actually wrote a paragraph and did a calculation example for me. I didn't
even ask it to do. Right.
You know, so it, because I prompted it right. I told it what I wanted and then it makes it look
good, you know, makes you look good, right? Yeah. Right. But yeah, I don't taking over real
estate, you know, I, I know think for the last decade that was thought Houser Kazillo was
[00:24:00] gonna buy a, was just gonna go through Zillow and buy a house online.
No, no, that's, that's, that's not, that's not gonna happen. I, I, I don't foresee it in the near
future. Too many as well as you guys know and title, every title's different, every loan's
different, every customer's different. And every house is different, correct. Yeah, different
address. I we, I jumped around here.
Do you ever sit back and, you know, cause I, I looked at your LinkedIn and it said three
years at Landmark, and I said, wow. And I look at, you know, the involvement that
Landmark do. I know some of the other titles are a company. I think the landmarks raised the
bar for a lot of the other title companies, especially in my opinion.
This is my opinion, this obviously no factual, especially some of the small lawyer offices
that want to do title as well. Mm-hmm. Because I have noticed like the sense of urgency and
responding, cuz when I get a contract and it says, you know, some small lawyer's office, I'm
like, oh God, I'm not gonna get the email back in 10 minutes.
Like William Lee would send me back. Right? [00:25:00] Yeah. But I've noticed all of a
sudden they, they're, they are being more responsive. Oddly enough. I, I don't know, I just,
just assuming that, you know, landmark's raising a title, but because you're, you're out there.
You're out there. Do you realize how well, I do you realize how much a you're re you're
respected by a lot of business people.
They tell me all the time. They think you're great. I appreciate that. I don't thank you. But
you're, you're as, as David has the way he runs his company, you are, you're obviously the,
the point person, face person really for a lot of it. And you're, you know, you're creating
waves, so to speak, in a positive
Brit O’Donoghue: way.
Yeah. I mean, honestly, like I'm humbled by you even saying any of that. Because what
David and the team has built, it makes my job easy in a lot of aspects because what you see
is what you get. Our core values are like ingrained and not like be over your head. It's just
like David says it all the time.

We meet once a quarter [00:26:00] as a collective group. All of the offices across Northeast
Florida, even some of our processors that work remotely, we all get together and we share
wins. We talk about some areas that we need some better coverage. We talk about what's
going on in the market. I mean, when it, things were looking a little bit bleak for a little, you
know, a while and maybe people were downsizing.
David had those conversations with his team. He's really good at being a servant leader, you
know? And so when you are the head of a company and you get everybody believing in that,
cuz I get asked that a lot about what's it, what is it like working with Heekin or. You know,
I'm like, I drank the Kool-Aid.
I did, like I'm all in. I understand what Landmark's mission is. Do we fall short? We're
human, we ask for grace. But I'm always listening to what our real estate professionals want
and we go back through the channels and say processing. I get to talk to our [00:27:00]
director of operations. This is some areas that I'm hearing, we talk it through.
When it comes to leadership side, closing room, I mean, we cook cookies every day so that
when you come in to close on your house, whether you're buying a new home or you're
selling it, and it's a win-win, eat way, you smell cookies. Everybody's smiling. We try to
make sure that if you want, you know, certain particular things in a room with you.
Like everything is thought through. It's, it's kind of like. You know, when you go to like a
really nice hotel, I don't want to put us as a really nice hotel, but you just know that the
standard is that I'm gonna have, I'm gonna be at relaxed and it's going to be the same no
matter if I'm in our Amelia Island office.
I'm in our Durban office, I'm in Financial Way, which is obviously our operations hub all the
way down to West Palm where Kelly is, our concierge. Closer down there, everything is the
same, and it's supposed to be at a level of excellence. And so that is internally with our staff
and [00:28:00] then externally on how we do business.
What,
Tracy Haye: what, one of the things I admired, I don't, and again, looking from the outside
The one thing I've noticed well, in the real estate industry in general, we talk about social,
there's people, like you said, down in West Palm, they've been basically basing off referrals.
They've been in the business, whatever.
They're killing it as far as anybody else is concerned. Right. Did they, did they really even do
need to do social media? You know, that, that kind of thing cuz but when you came, you
know, titles, titles, the back office, the, the lawyers are doing what they, and what they're
doing is, you know, maybe the technology has changed in what they're using, but what
they're actually doing is still the same they've been doing for years.
Now you're, but from the marketing standpoint in our industry did you feel when you, when
you got there and over the last three years, you really have like this blank. Portrait to, to do

whatever, you know Yeah. Canvas to do whatever you want on. Yeah. Because the, the
important thing, like I said, like building relationships, bringing in obviously getting, you
know, face to face and shaking [00:29:00] hands and that kind of thing.
There's no holds part, right? Yeah. Yeah.
Brit O’Donoghue: And honestly, as a creative, through and through, it's so nice to have that
blank canvas. Mm-hmm. Because we just start throwing stuff at the wall and seeing what
sticks, and then we're like, eh, we don't really wanna do that anymore. Or Let's do this, but
let's make it better the next time that we do it.
Yeah. I think marketing is key. I went to school for it. It's a science. You learn consumer
behavior patterns. You start understanding, I mean, the first, you know, six months to a year
for me, because I had never worked with a real estate agent before. I only worked with
builders and developers, which are two totally different things, real estate agent.
And so I had to study what is a real estate agent. And so I would sit in on a lot of calls or in
closing rooms or to try to get like, okay, this is what we're doing here. And then I realized
when I would sit down through, I mean, title is not sexy, and it's super detailed and it's super
important, and you are the last person [00:30:00] at the end of the day to make sure that
whatever this transaction look like, everybody's happy.
So you got to go in there with a smile on your face, relax, have good bedside manner. And on
our marketing side, we want to make sure that that carries over into all the other aspects of
real estate, including making sure our real estate partners have all the tools that they need.
[00:31:00]
Brit O’Donoghue: the,
Tracy Haye: from the, the marketing standpoint, you know, you, you go to school, you're,
you're meeting real estate agents, which, I can imagine, and correct me if I'm wrong, when
you're working with builders and developers, they're companies mm-hmm.
You're dealing with some levels of, of management and, you know, all numbers people,
they're Yeah. They're, and they're looking, Hey, how do we want, you know, whatever their
project they're doing and they, and how marketing is evolve when you're working with real
estate agents, you're working with thousands of small business owners.
Oh, yeah. It's, it's, they're making a lot of the decisions themselves. Right. They're not having
to go back to a board or whatever. Right. And, and obviously a lot of, some people do try to
recreate the wheels, the new things are evolved I guess where I wanted to go with the
question, I didn't want to make that statement, but where I wanted to go with the question is
with the marketing is marketing, but with the attention span, people, you know, social media
consistently changing, upgrading better, better, obviously they're trying to keep people on
their [00:32:00] platforms.

I mean, how are you staying in front of that? What are you, what are you doing because you
love, you love the social media and teaching it and, and, and helping others with it. What are
you doing to try to stay in front? Because it's like the tide going out, you can't stop it. It's
changing that quickly. Yeah.
Brit O’Donoghue: So, there's a lot to unpack there. So, first of all, when I look at the real
estate world, you've got big box brokerages mixed with personal branding. Mm-hmm. And
everybody's their own entrepreneur. I love entrepreneurs. Mm-hmm. And so you. For me to
keep a step above is, number one, I follow a lot, a lot of people and try to constantly stay in
the know of what's changing.
I've got myself and other people on my team Jess who is our marketing director, her and I are
always looking, okay. Canvas having a webinar. We need to sign up. Okay. One of our
underwriters is having a webinar on technology in the title space and what they're marketing
to realtors. We need to go on that.
So we try to stay in the know with information that's coming out. Because there [00:33:00] is
so much information coming out. I've started doing 75 hard. And so one of the things that
I've told myself in that is one self-help book, one educational book in my sphere for work.
Mm-hmm. One self-help because we all need a lot of self-help.
And then also just, I just, I gave up. When you are going to be in this world, especially of
social media, you just have to give up the thought process on trying to make it perfect. I just
showcase my, this is what you see is what you get. So that allows me to put a lot of content
out there. I put educational content out there.
I put personality content out there. I put what I'm doing in life content out there. Mm-hmm.
Because I wanna continue to have that. Human relationship interaction, but also, hey, I'm a
business professional and this is what I'm really good at, if you'd like to utilize me in this
area. And then also, but I think that we all could use some positivity online.
So I try to dabble between the three and when I do one-on-one, [00:34:00] you know,
consulting your conversations with real estate professionals, my first thing is why do you do
what you do? And if the, if it's just to make money, then okay, well that's what your
marketing's going to look like. Mm-hmm. And if it is to help people or because it's a passion
of mine, or I'm third or fourth generation in whatever it is, I always say that needs to be part
of your marketing story because that's the part that's if you are very passionate about your
job.
And that why resonates here. It's going to come out through all of the channels. And I think
because I'm so passionate about my job, And social media as a whole and people, I think it's
really people. Mm-hmm. It helps me stay in front of people because I put it out there, you
know? Right, right. I mean, consistency is key when it comes to having an online presence.

It's not like, oh, I did my one reel for the month, I'm good. Mm-hmm. No, you need to be
constantly putting out there what you have going on, why you're doing it, and how you can
help [00:35:00] people, because that's what they're looking for. What,
Tracy Haye: I'm gonna just throw this question out here. It's not on my script at all.
Okay. This is right out there. It's gonna be, but I, you, you may not be able to just spill it all
out at once, cuz it's gonna probably take some, some thought, but maybe you've thought
about this or maybe it's right on your, on the tip of your tongue in the, the perfect world.
Mm-hmm. What does that, I wanna say the average, you know, because we know there's are,
there are some people that are, although I don't think there's, I, I can't think of anyone right
now. And as much as I study the social media, cuz I'm, I'm putting out the reels and
everything from the show and I'm seeing whatever everyone else is doing.
I don't see anyone that I think is overdoing it. Mm-hmm. I do know who's consistent cuz I, I
see their stuff. I could, you know, if you ask me like, Hey, what's three agents that you
consistently see? I could probably, you know, rattle off six. But it doesn't go far beyond that.
Yeah. what is in your world that's not too much to where it's a burden to their, you know,
they're doing more of [00:36:00] that than actually meeting people and showing houses, but
yet there's others that obviously haven't even got out the gate yet, you know?
Mm-hmm. What is that kind of like perfect in your world, what everyone should be doing as
like a kind of a, a median.
Brit O’Donoghue: Okay. In social media. Yeah. I would say there's no perfect answer,
honestly. Mm-hmm. Because everybody is a little bit different and their boundaries are
different and that is okay.
Not everybody wants to put everything out on, about their life on social
Tracy Haye: media and there are some people is too much information. Yeah.
Brit O’Donoghue: And that's okay. Like I'm totally I, you know, I think when it stops, when
you stop having fun with it, I think that's where, so you can't be scared with it. And when
you can't stop having fun with it, those are the, that somewhere in the, in between those two
things, that's the perfect parameter because everybody's a little bit different.
I think that it's more so what your content looks like. That would be, instead of the amount of
time, they say three, they say six [00:37:00] times. You know, your stories are where you
humanize yourself. That behind the scenes of you? You know, I know of an agent that goes
and has to pick weeds sometimes and she'll do it around other properties near a listing that
she's trying to sell.
I'll be posting that stuff on social media cuz it's hilarious. Like, that is the day in the life of a
real estate agent. You know, so peppering in, I would not have constant just sold, you know,
signs or constant, you know. Of just those marketing pieces, you need to have like those

three in there, a little bit of that humanizing, you know, your solution based stuff, whether it's
with your vendor partners again, or, you know, talking about know your market and then talk
about ways to help, especially your buyers when it comes to specific loan packages or
programs that are out there that can help combat with whatever the problem is in the market
right now.
Mm-hmm. So make sure that you're a solution based person. And then what you do, why
[00:38:00] you're an expert at what you do. I think you have to pepper in all three, but as far
as like that, perfect. Everybody's a little bit different, so what it looks like for them is
different. All right. I'm
Tracy Haye: gonna press, I'm gonna press my opinion on you as a and rephrase it into a
question.
Okay. Because I know, I know, you know, I've had, I had Matt Manak on last week and we
were talking, we're working on some things, and I know you talked to him about, you know,
getting a real hands-on social media, like how to actually do a reel from start to finish type of
thing. Yeah. Or create a script and, and, and do that just to really get some people.
That's my next class. Get out of the gate. Mm-hmm. That, and so we, we've been, we've been
talking about that. But one thing I, I think is, in your opinion on this, I don't feel enough
agents are using YouTube enough from this standpoint. Cuz you just, you talked about you
used a word there a minute ago that rang with me.
And what I'm trying to say, you want to build this library. So in my opinion that someone
[00:39:00] Googles you a, there's a video that tells 'em about you. Maybe it's this podcast,
right. To get to know you. That's why I always tell the agents this is going to be out there.
Someone Googles you. This podcast is gonna come up about you.
Those little you see some of the top agents someone from South Florida that are consistently
using YouTube with their reels because it's like a library, right? Where the Instagram.
Facebook or TikTok gets buried. Someone doesn't go on there and say, how, you know, how
do you buy a, an investment property?
Mm-hmm. I mean, that's not, that's a, that's a YouTube question. Right. And what I'm find,
what I find in my opinion, there is very small percentage of agents that are, they've, they've
got some YouTube videos, most of 'em are years old, but they're not creating just those, those
simple things that we could sit down right here at the table and whip 10 things off, you know,
and, and have 10 short little minute, two minute videos on how, you know, what's the process
after you make an offer.
You know what, whatever, all the different things that break down the process, that is
knowledge. Or [00:40:00] as we know, some of our you know, Josh is using, there's some
other agents that are going around the neighborhoods. I'm starting to see some of that. Yeah.
They're doing that regularly. So when those neighborhoods are searched, boom, their videos
popping up.

Yeah.
Brit O’Donoghue: So I would say you know, just like anything else, find your niche when it
comes to this. You don't have to be in the beginning, especially if you are not consistent
online, get really good in one area. I feel like if you're not comfortable on camera and
education, maybe not, is you're kind of, just because you're new and maybe content Yeah.
That might not be the best platform for you. Mm-hmm. Right out the gate. I hear what you're
saying. I mean, honestly, if you can do video content creation 10 minutes long, then break it
down into a short and then put it on social media platforms, then you're on like 4, 5, 6
different outlets. However, not everybody's gonna do that.
Not everybody has a social media department or whatever that looks like. So I think I
[00:41:00] would utilize, some people are really good at Facebook. One of the things Megan
Farrell Nelson was talking about that, about her private Facebook groups and how they've
grown mm-hmm. Finding like-minded people in her community and then they just blew up.
So that might be some, somebody that's not as comfortable being on video all the time, but
can go in there and have a private section to have conversations where, you know, like we're
a military town. I was talking about this in West Palm. Trying to wrap their head around that.
Mm-hmm. You know, northeast Florida, there's a lot of military bases here.
You'll see some of these agents that are mil military relocation specialists. They've got
private groups to military families that move back and forth. So not only are they getting the
listings when they have to sell the home, they're working with their friends that refer them
here when they're buying the home.
That's kind of their niche. So if you are somebody that's really into aesthetically pleasing
images, Instagram [00:42:00] might be more for you. You can dabble in the video, have the
reels have, you know, a carousel of photos on there where you talk over, but you don't have
to have your face. I mean, you just have whatever you're comfortable with.
There's so many platforms right now. Mm-hmm. That you should really focus on that area
and let that become your niche and become really good at that, and then layer on it as you
become more and more comfortable. I think it's really just getting people to get outside of
their comfort zone and just start, start.
Tracy Haye: Well, yeah. We know that's, and I
Brit O’Donoghue: mean, there are some that are really good at it, but I mean, some of us
grew up with cell phones in our hands, and some of us grew up with no cell phones. I came
in between the two. I mean, I started social media and with MySpace
Tracy Haye: I would say that. So for those who. Yes. Grew up with cell phones watch air.

The, the, how Michael Jordan and Nike hooked up at That's a great movie. When you look at
the technology, the computers they had and the fact, yeah, they're using handsets. Yeah. So
yeah,
Brit O’Donoghue: my first cell phone was [00:43:00] like a box that flipped down and the
thing went all the way up and it was like
Tracy Haye: scary. The, the funny part in that movie is where he rents a car and goes to
Michael Jordan's house and talks to the parents.
Well, if the father, when they finally meet up at Nike to make a presentation, the father's
going, Hey man, you still got that car with the phone. That was like, you, they had the phone
in the car was, you know, you're real cool. Yeah, exactly.
Brit O’Donoghue: Now we're all cool. Thanks to the power of,
Tracy Haye: How, you know, I, I'm sure you, you see it out there actually.
I mean, here's the question that I actually, I put in. What are, you've been three years now,
you've been around and, and especially the last year when you're regularly behind around a, a
group of agents consistently every week. Mm-hmm. You know, you can only when you're
going out and doing one-offs or you know, maybe doing little things, you only see, so, but
now with the training room, you have people coming to you and you're also still going
outside and doing events.
So you're seeing a lot more people on a, on a weekly basis. So you accelerated that. What are
some of the [00:44:00] things that you are seeing between what you know are, are some of
the top producers versus some who are, I use the word struggling. And, you know, they,
maybe, maybe that's what, there are some people that are okay kind of doing it more or less
part-time.
They sell a half a dozen houses and they're, they're okay with, but there are some people that
are only selling a half a dozen houses that really would like to be doing, you know, 15, 20 or
more. You know, but they're struggling. Don't know where, what are you seeing as some of
the common you know, two or three things that you see difference between those?
Two groups of
Brit O’Donoghue: people. So I will say, I'm gonna use my son as a, as an example because
he wants to get his real estate license. And so as a mom that's not a real estate agent I want to
talk to him as a brand new agent. Or anybody else. Mm-hmm. Find a mentor. If you are
somebody that's been in the business and obvi, maybe you got in during COVID when a lot
of people did get, everybody was getting their license at the time.
Find a mentor, find somebody that you like, what they're [00:45:00] doing. Business wise,
I've met most everybody in the top 2% around here. They're all awesome. They're all sweet

as can be super humble individuals and they're aggressive and they're good at business. So
find somebody that you see that you know, inspires you and reach out to 'em because you can
reach out to 'em online, you know, and state.
Hey, I really like what you're doing. I love to chat with you for 30 minutes. Buy 'em a cup of
coffee and pick their brain because there's no better asset than somebody that's been doing
what you want to do. Mm-hmm. And has been doing it for a while and has been successful.
So that would be one of the things that I would tell my son is, you know, see who do your
research.
See who's been doing consistently the work, the numbers are showcasing, they're matching
online what they're doing on paper. You know what I'm saying? Because it's easy on the
internet to, I mean, I could drive a Ferrari, they're trying.
Tracy Haye: Yeah.
Brit O’Donoghue: But make sure that you know their words and [00:46:00] actions line up
and hey, if you're still faking it till you make it, good luck to you.
And then educate yourself. I mean, you, that's what you're in the world of educating your
buyers and sellers on why they should be doing what they're doing, on why they need to
listen to you as the expert in your field. So educate yourself on stuff. Go to every teaching,
every training that you can become well versed in this area.
Know your contract in and out, and make sure that you are lining up with people that are
going up, because that's the only way for you to continue to swim up that path too. Couple
things
Tracy Haye: from there. The simple one. Yeah. You, you've seen, you, you've seen the
networking of the agents. Within mm-hmm.
Themselves. Mm-hmm. Different brokerages, whatever. How important is it, you know, that
that agent, that's, that's just getting started. Twofold. One, those top producing agents, do
they, if you ask 'em, they'll, they will have coffee with you. Yeah. Mark down the one that
says no. Right. You know, and, and if one says no, it might be [00:47:00] because they're,
they just got something going on right now and call somebody else, but they'll sit down with
you and, and actually, you know, find out how they're doing their business.
But how important have you seen, not only from the, just doing business transactions with
each other as agents on either side, but just in their own personal business when they're
hanging out with other top agents, you know, S you know, stealing some tips and tricks from
'em. Maybe it's something they're doing, Hey, I started doing this and got more, but just, you
know, talking industry jargoning and just improving your business by hanging out with better
people.
Those are

Brit O’Donoghue: my favorite rooms to be in, honestly. Mm-hmm. Is those high level
masterminds where iron sharpening iron. Mm-hmm. Because when you get into a room full
of that, where people are openly sharing knowledge and expertise in what they've gone
through, Nobody, no two people are the same. So, I mean, they're not, in some aspects
reinventing the wheel.
They're just repackaging it differently because it's based on who they are and what their
business model is. So you get to see, [00:48:00] oh, in the, and not a lot of times you guys
are working with each other across the closing table. Mm-hmm. Why would you not want to,
you know, collaborate and see how you guys can get to, you know, have good
communication style and work together nicely?
So the Masterminds are definitely my favorite rooms to sit in. Mm-hmm. Because it's a lot of
very small. Smart, talented people sharing what's working for them and other people picking
it up and running with it and vice versa. Talking about nightmares from the closing table and
things that they've dealt with.
And you know, somebody else might be saying, oh, okay, well I was able to do that then you
pepper in. And that's why when we do stuff like that at our office, I like to have one of our
attorneys or experience closers there because then they can also add, you know, when we
were having appraisal gaps, you know, some of our attorneys could talk about, you know, the
appraisal gap addendum and how to correctly state that whatever's going on in the market
right now, you should be.
Continuously talking, because there could be somebody that's been in the industry 20, 30
[00:49:00] years that could say, Hey, because it is cyclical in some areas, I've seen this
before, when in back in right, 1998 or 2003, or you know, before the crash. After the crash,
you need to be in a room with people that are going to rise you to the next level.
Right?
Tracy Haye: Well, because I would you agree? You know, every agent find, you know, I talk
about a lot on the show with the agents is finding your little niche marketing what works for
you. Right? Maybe it's Instagram, maybe it's knocking on doors somewhere in between
there, right? You're gonna find something you like to do, but you don't know all the things
that you can do.
Right. And by sitting and talking to some of these people or you know, you know, we, we've
talked about panels in our opinions on panels before, but even you go to a panel, typically
the agents up there, Are actually, you know, chosen because they are successful mm-hmm. In
their own world. And obviously we'll draw people in, maybe the information actually with
the panel doesn't really do anything for you, but to actually go up and actually shake their
hand [00:50:00] and then when you message 'em or ask 'em right there, go, Hey, can we have
coffee?

Sometime the, you got 'em face to face, it's hard for them to like, you know, turn you down.
And it's a lot easier for 'em to say yes if you messes 'em later cuz they now know, you know,
hopefully you remember who you were.
Brit O’Donoghue: Right. Yeah. And yeah, when we, like Breakfast of Champions recently,
panelized, not one of those agents was even remotely the same.
Mm-hmm. I mean, we, we tried to pick very different Megan came up from Palm Coast, like
she's the queen in, in that, you know, city. We had Hailey who's very different, you know,
think Architectural Digest on her Instagram. I mean Swo, swoon worthy photos. Right. Mike
Rok, everybody's, you know, knows him. He's very prominent on social media.
And then my gosh, my wife Josh Anderson. Yes, Josh Roger. We were just talking
Tracy Haye: about, didn't forget Josh
Brit O’Donoghue: didn't forget you and his YouTube videos and stuff and you know, kind
of how he, how he does social media. Everybody's different. And I think that there's a lot to
learn because it's something for everyone.
Yeah. [00:51:00] And so you might not, you might not gravitate towards one agent and what
they're doing, but there's so many of 'em. Mm-hmm. You know, and you might like how
they're doing this, but you like how somebody else is doing that. And I would just pull from
all of it.
Tracy Haye: What is it you enjoy? I actually put, enjoy teaching social media, but really, I, I
think you really enjoy what you're, what you're doing. Mm-hmm. What, what are, what are
like, I mean, I I, I would imagine you enjoy getting up each day knowing what's out there.
What, what, what is it though to, to, if you can express, I kind of, I kind of think, I know, at
least I know why I would like it.
I think obviously having a, a great boss that allows you to, you know, express yourself or,
you know, your, your knowledge and, you know, he, obviously he doesn't shoot you down
too much, but No I imagine occasionally he must, must hold, have to say no,
Brit O’Donoghue: but it's okay. I'm really good at debating.
Tracy Haye: Well, what is it, you know, interacting with the agents obviously we've
landmark, giving you the platform.
What is, what is it that you, that really, you [00:52:00] know, motivates you and, and really
why you enjoy what you're doing?
Brit O’Donoghue: I really enjoy people like, I mean, honestly I love getting to have
one-on-one time with all of our agents and getting to learn them on a different level. I like
the relationship marketing aspect.

I think that that's a lost art form, but it's something that really has to be done in real estate
because you work with so many people. I love hearing their stories of how they became
there's so many, I mean, from teachers. To first responders to stay-at-home moms that
decided that they wanted to try something different.
Mm-hmm. You know, to classical composers you know, to folks that have sold this is, you
know, part two of their life. They've sold their big businesses and this is what they're doing.
Right. There's so many different personalities in our space and unique and talented in so
many areas. So [00:53:00] I love.
Of getting to know them more. And it helps because on the business side of it, I know what's
important to them. And so then I can make sure that when they're working with a team, that
we talk about them one-on-one and we say, this person's really big on communication. This
person just wants an attorney to do all of their stuff.
And they don't really, they just wanna know. It's good, it's handled. This person wants a very
bubbly person at the closing table with champagne and make their life happy. Mm-hmm.
This per, you know, so it helps on that right aspect as well. So my favorite part about my job
is getting just to know people and what they like and what they don't like.
Tracy Haye: Cuz I, I mean, I can imagine, you know, all those things you just added on
there, I didn't, you know, a little bit of common sense, but not obvious. Right. You know, like
you said to Some of the, you know, best businesses out there, they're paying attention. You
know, obviously the trends. Obviously technology sometimes tells what, you know, what are,
why are people, why are they in our phones?
Right. They wanna know what we're looking at so they can Right. Provide those services.
[00:54:00] And the fact that you are taking notes and, you know, if you do have some of
these people that are a little more eccentric from the standpoint, yeah, j just call me when it's
ready. Or Hey, yeah, I need to be called every other day.
I want,
Brit O’Donoghue: I need a no update. Update. Yeah. And there are people that like that.
And you know what? That's cool. Mm-hmm. Everybody's different. I am not the same as
somebody else. So we try to ma, I mean, we have a system that allows us to put notes in
there on that. I don't think that everybody understands how it, you know, with a business the,
that behind the scenes stuff because you just want the finished product.
Mm-hmm. But there's a lot of thought process that goes into that. And making sure that the
landmark name stays true to what we're all
Tracy Haye: about. Well, knowing from the lending side, Agents. Their loyalty is, you
know, not criticizing you guys. I don't want anyone those listening to you, Tracy, you're a
jerk.

But the reality is, the, the typical agent, their loyalty is very thin. If some one deal goes
south, it couldn't not be your problem. [00:55:00] They're, you know, and their customer, of
course, they don't know who to blame, right? Right. Some something, something went wrong
and I blamed you. Well, the bla the agent wants to blame whatever, you know, if it's the
lender, they're boom, they're off somewhere else.
There's no, but to build that longevity of loyalty, like, obviously anybody, you know, whether
you're a real estate agent or a title company, you wanna build that longevity by having the
champagne at closing, if that's what they like to do. Those little things add up. Yeah. The
agent might not be thinking that, but because you do that, you're, they're like, When, so when
something does go wrong, you're like, Ooh, do I wanna give up the champagne and closing?
You know, they, I can get, I can forget that, that, that, that, that happens and move on, you
know? Right. You're building that longer relationship because you are getting behind the
scenes and doing the little, you know, Disney World type stuff that's going on that we don't
even know that's
Brit O’Donoghue: going on. Yeah.
Yeah. I mean, it's important. You want your agent to look good mm-hmm. At the closing
table. And so that's what our job is, and all of our closers do a fantastic job of that.
[00:56:00] Mm-hmm. And, you know, to smile, to diffuse any situation, answer any of the
questions, and then I come in for any additional things that is needed to make sure that
everybody's happy.
And we just want everybody to leave. I mean, sometimes it can get tense. You know, always
at divorce couples or, you know, other things that happen that are sad, but for the most part
it's a happy thing. We take photos and, you know, we've got the keys and everybody's,
everybody's
Tracy Haye: happy, right? Well, I mean, the, the obvi, I've said this before, the, I, when I
know landmarks on it, I mean, I, I know there's, there's, if there was an issue.
99% of the time, I never even knew about it. You guys solved it. Right? And you, you went
on. Because calling me and telling me about it, I'd be like, okay, great. What are you gonna
do about it? Right. You know? And you guys just, you guys go and, and nip in the bud. And,
and everybody, everybody. Well you guys look at the professionals that you are.
There anything you want to add, [00:57:00] Brit, to our conversation here today? We hadn't
talked about. I know. You, you want, you have this book here that you're reading?
Brit O’Donoghue: Yes. So I brought this book, it's called The Practice. I started reading it a
while ago. Mm-hmm. And I guess it, I didn't retain anything, so I'm gonna read it again.
It's basically a. It goes into talking about yourself first as a creative, and then how it can be
peppered through every part of your life, including marketing. So it's a really good book. It's

called The Practice. I highly recommend it if you're a little stale right now, or, you know,
maybe sometimes the days in and out can get a little mundane.
Mm-hmm. Or you just need a little spark of creativity. I know that I need that little scenery
change, so, it's a good injection there. Have
Tracy Haye: you is there anything you've been to read or anything recently you'd
recommend to anyone?
Brit O’Donoghue: So I took these notes Recently that I wanted to share that I thought would
re be really [00:58:00] good when it comes to the top social media trends for 2023.
Okay. So, first is that they're stating that TikTok is going to take over the world. So, okay. V
you know, if you are on it It is the number one search engine it out, it surpassed
Tracy Haye: Google. I'm trying to figure that out. Explain to me TikTok as a search engine.
I do realize people go on there like they would on, you know, they do on YouTube.
Like, Hey, hey, I wanna fix
Brit O’Donoghue: this. They can do that. They can do it for so fixing stuff, cooking stuff,
trends, hacks. There's like, The light facts. I think it's just because of the fact that it's just
such short form th you know, video that, and it's just, they just mindlessly scroll through it all
the time.
I mean, I, because I've
Tracy Haye: never gone in there and actually searched. Maybe I should try that to see what
people are doing in using in that part. Just don't search
Brit O’Donoghue: up cat videos, because then it's gonna be in your algorithm.
Tracy Haye: And I do get the Yorkie videos on Instagram. I get them all the time.
Brit O’Donoghue: I [00:59:00] was gonna say, one thing that you had stated earlier is about
seeing the same agents over and over again online.
If you interact with this, and some people know this, some people don't. But if you interact
with the same people over and over again, it's going to pick up on Facebook and Instagram.
Oh, okay. You, Tracy really likes these people, so it's going to continue to show you content.
Make sure that if you are looking at agents either out of state or in other areas in Florida that
you like their social media influence and you want to copy it in your own way which is a
huge form of flattery.
So no shame in your game. Mm-hmm. Make sure that you are continuously liking and
commenting on their stuff so you keep seeing it because basically the algorithm picks up just

who you are. You know, so if you only talk to the same 10 people, you're probably only
gonna see the same
Tracy Haye: 10 people. Well then you probably wanna stretch it out, cuz obviously agents
are using it not to show to other agents.
They're hopefully showing to future clients mm-hmm. Or past clients and to stay top of mind
to make sure you're interacting with their[01:00:00] you know, things that they're posting.
Yes.
Brit O’Donoghue: Yeah. Yeah. The only new app that will really matter, they're believing in
2023, is be real. I know that it's very popular with youngsters.
It's that one photo a day. So that is a trend. You're gonna still have to make reels. I was
reading an article where reels from July to October of 2022, picked up 62%. And then Gary
V, if you don't follow Gary V, go follow him right now. Sorry for the cussing, but He talks a
lot about social media trends.
He's really good at marketing. He does a lot of TED Talks, blah, blah, blah. And one of the
things that he does talk about is that people have been sleeping on the Facebook reels. There
is a huge audience out in Facebook reels. People got obsessed over the Instagram ones and,
you know, taking the TikTok videos too, Instagram, but they weren't putting him on
Facebook.
And you can recommend, but you can also just upload 'em yourself. So if you're not utilizing
Facebook reels, please start utilizing Facebook reels. Mm-hmm. I'm
Tracy Haye: gonna make a
Brit O’Donoghue: statement on that. Go ahead. Clubhouse. Clubhouse is going to
[01:01:00] die in social audio will get more niche. Don't know what that was. Do you know
anyone still using Clubhouse?
I don't think so. So see, it's already dead. LinkedIn is going to become a lot more about jobs.
That's one thing that we're going to get heavily into. Don't know what that means? Yeah. Be
more
Tracy Haye: about why, why what
Brit O’Donoghue: is not about jobs don't. I mean, it's really. Already, I think it's going to
still continue to be that educational accolade type, you know, social market.
Mm-hmm. But who knows what they're, I mean, it's be, the social aspect is definitely picked
up on it. So

Tracy Haye: well, marketers are definitely using it. I mean, they're hitting me all the time,
you know, they see the thing they wanna do my video editing or whatever they're, they're
hitting me from that standpoint.
But I, again, I always saw LinkedIn. It's great for PR statements, you know, there's Matt, but
from United Wholesale, put something out there the other day. I'm like, why did you say
that? But he did. But, you know, it comes up. But from a, but yeah, I guess people are, well,
you know, when you, when you're, you're looking at wanting to [01:02:00] work.
Or, or find out who works for somebody at some level. I mean, I dig, I dig in to LinkedIn, I
know to see if I
Brit O’Donoghue: can find the path. You see me the first time I was on here, cuz I hadn't
looked at my, I mean I was at Landmark. I wasn't looking for a job. I hadn't really cleaned it
up in a while. Yeah. And I was like, oh yeah.
So LinkedIn, yeah, I mean LinkedIn is basically like, your online calling card when it comes
to like your business aspect and what you're good at and where you've been and longevity. If,
if you
Tracy Haye: want a one pager that tells everybody a little bit about you and where you've
been. I mean, that's LinkedIn.
Brit O’Donoghue: Gen Z is going to redefine, which it already has U G C, which is
user-generated content. More and more companies are seeing that personal branding by
somebody that's the regular Joe Schmo off the street is much more powerful than those big
box ones that they used to do with, you know, actors, models, blah, blah, blah.
So user generated content is going to continue to evolve and change, which is why. So
Tracy Haye: come on, dig into, yeah. Expand on that a little bit. I
Brit O’Donoghue: So, well, I, [01:03:00] I'm considered somebody that's a, that creates my
own content. I'm a digital creator. Mm-hmm. It gives me a lot more bells and whistles on
Facebook and Instagram to do it that way.
A lot more organic eyeballs. No, I haven't paid for the check mark. I refuse to do it out of
principle. How much do you have to pay for it? I've seen more people getting it. I think it's
like $14 a month or something. I'm just not doing it. No, not right now. No. I know that
there's like a hack thing, but also you can do the two factor authentication code.
I mean, like at that point you can tell if somebody, I did have somebody recently do a spam
account. It was so annoying. yeah, user generated content, that's what it is, is going to evolve
and change. But I mean like look at all your influencers and stuff like that. SEO s or social
SEO is going to replace hashtags.

So the era of hashtags are leaving. Make sure that you are using your close captioning on
your reels and any of your informative content. That's going to be your s e o. Social
commerce will continue to grow despite confusing signals from networks. This was my
favorite. You'll still have, or you're going to have to [01:04:00] start telling your millennial
coworkers to stop using gifts.
Gifts are old. I love a good gift in a million. Yeah, I'm not giving it up. Millennials till die.
Die. And then last is more and more billionaires. We'll continue to buy more social networks.
But really the things to take away from that is TikTok is not going to stop. I'm not the biggest
fan of TikTok. Probably because I have so many teenagers at home and I just don't want 'em
on it.
Mm-hmm. But I understand the power of it and I know how successful it has been for
agents. So if that is your wheelhouse, continue doing it. It's not going anywhere. Keep up
with the user generated content. Make sure that you are online. You don't wanna get lost
online. So keep putting your stuff out there.
Keep playing around, keep going to all of the classes that you can find out about it. Don't
stop. Because I feel like it's no different than, I think I said this the other day, like when you
remember when you first learned math in school, like you had to do algebra before you could
go to the next geometry.
Yeah. It's the same thing. If you stop and you don't start somewhere, you're going to get
[01:05:00] lost in the mix. Mm-hmm. And then you're gonna be paying somebody to do it
for you when a lot of it you could do yourself. There's a lot of power
Tracy Haye: in these things. Well, I, I would say this to that is, Hopefully you, you know,
you get going.
I had Kristen Maho on, I'm not sure we'll talk about it after the show, cuz I did talk to her
about possibly doing a, a webinar. Okay. And mentioned you yet you do, do come successful
from the standpoint that you do have a marketing team. You're creating, you're creating the
content cuz you want to be in the content.
Right. But then you're letting those people that like to sit behind the desk make it look good.
And then as Matt Mank and I were talking about the omnipresence. Yeah. I one of the things,
you know, we were talking about this, this, you know, Social media 1 0 1 reels, how to create
that reel. As, as the reels that come from the show.
They're, I post them on Facebook, I post them on Instagram and everything goes to YouTube.
Mm-hmm. So there, it, it's the same reel. Don't go to TikTok and then bring it over with the
TikTok cuz TikTok neatly puts their logo [01:06:00] on there. Yeah, yeah. They don't like
that people all, we just wanna tell everyone what I say, but it only takes a few seconds that to
do, cuz most people I think have Facebook and then something else.
Right. They're doing it. But I, I really do think. Everyone, which of

Brit O’Donoghue: you have Facebook? You should have Instagram, and you should have
the two cross sharing that's like boom, bam.
Tracy Haye: Done. It really, if you and anyone's still listening at this point, if you need help
in like YouTube, I can handle YouTube because it's really simple.
It doesn't really take much to post it as a short, there's only a few things you just wanna say
hashtag shorts. Yeah. But it generally, if it knows it's under a minute, it knows it's a short and
it already puts it there. And then what's really good about, I think YouTube is if you're
showing a house, like we know some of the agents like to do post on Instagram or whatever,
they're going through this house.
When you go to YouTube, put the neighborhood in your, you know, in the title. So if
someone three years from now is going, I wanna move into Beacon links. You were showing
a house in Beacon Lakes and you're gonna pop up, right. Type of thing. So you could take
that video and, and, and the word is [01:07:00] omnipresence, I guess, right?
Yeah. And, and cross it over to multiple platforms. Yeah. I was using TikTok, but I noticed,
you know, quickly went to 200 views and then it died. I don't know if it was, it was doing
much. I guess I could go back in there and just keep, you know, plugging it. But you know,
the amount of content that comes from the show, so Yeah.
Yeah,
Brit O’Donoghue: yeah. Just say consistent. That's really the biggest
Tracy Haye: a hundred percent. But I, I think the the other thing is you were saying too, is
you, you keep going. You're not, and there's so much knowledge out there, Brit and I will
never know all of it. No, that's, we try to at least stay.
Relevant. Relevant. Yeah, that's the word. Stay relevant in it somewhere, but you don't really
need to be mastered. And I'm gonna drop Kristen Maho again. I'm gonna share some of the
stuff with, with you after the show, cuz that's the way she built her market. It's much. Josh
Rogers does a microcosm of what she does.
Mm-hmm. And you know, when you average over a hundred homes a year, and now of
course she, she's a big funnel person going all around and speaking and coaching and her
brother runs the real estate [01:08:00] business. Steve's still the face, she still shoots those
videos, but that's what she does all day is cuz of course that she found a spot that she loves.
Yeah. You know, and being a digital marketing expert. So. Yeah. Yeah. Good stuff. Thanks
for coming on. Yeah, thank you. Appreciate you.
Brit O’Donoghue: And as always,