Purpose of this call: Understand their goals, pain points, and what ROI means to them before you ever mention a package. This call should feel like a consultation — you're doing them a favor by taking the time. Target 15–20 minutes max. Pricing only comes at the very end if the call is going well, and only after you've connected what you do to what they said they need.
Before the call
10 min prior
Pre-call research checklist
Showing up informed earns immediate trust and makes every question land harder.
Check these before dialing
Pull their Instagram — how often are they posting, what's the content mix, how do they look on camera?
Check their Zillow profile — what's their sales volume, how many active listings, what price points?
Note one specific thing you saw that you can reference in the first 60 seconds of the call.
Under $3M volume = start with listing shoots, not the retainer. $3M–$10M = core retainer target. $10M+ = go premium, don't undercharge.
"How long have you been in real estate, and what market are you mostly working in right now?"
Opens them up. Every agent loves talking about their market. Listen for where their business actually lives.
Follow-up directions
"Are you mostly listings, buyers, or a mix right now?"
"What part of the market have you been seeing the most activity in lately?"
"Is there a specific area or price point you've been trying to grow?"
"I pulled up your page before this call — I noticed [specific thing you saw]. How has that been going for you?"
Immediate proof you did your homework. Creates trust before a single selling point is mentioned.
Follow-up directions
"Did that come from a referral or did someone find you online?"
"Do you feel like your online presence is actually reflecting how active you are right now?"
Vision — where they want to go
Core discovery
"If you had exactly the online presence you wanted — what does that look like? What would people say about you when they landed on your page?"
This is the brand identity pull. Their answer tells you how to position everything, what tone to write in, and what they'll respond to emotionally in the pitch.
Follow-up directions
"Is there an agent — local or national — whose brand you look at and think, that's the energy I want?"
"What's the feeling you want someone to have before they ever meet you in person?"
"Do you want to come across as the luxury expert, the hyperlocal specialist, the no-BS guide — or something else?"
"Who do you want to become known as online?"
"Who is your ideal client — the person you do your best work with and genuinely enjoy working with?"
Determines every content angle. Their ideal client should be the implied audience in every video we make for them.
Follow-up directions
"What does that client care about most when it comes to buying or selling?"
"Are you trying to attract more buyers, sellers, or investor-type clients right now?"
"Is there a specific niche — VA buyers, move-up sellers, new construction, second homes — you've been wanting to go deeper in?"
"What type of listing do you want more of?"
Pain points — what's not working
After vision
"When you think about your current content or online presence — what frustrates you most about how it reflects who you actually are?"
Surfaces the emotional problem. Agents don't buy content — they buy confidence, leverage, and the feeling that their work is being seen. Sit in the discomfort with them here.
Follow-up directions
"Is it more that you're not posting consistently, or that when you do it doesn't feel like you?"
"Have you ever had a potential client mention they looked you up before reaching out — and what do you think they found?"
"Do you ever lose listing appointments to agents with weaker track records but a stronger online presence?"
"What's your current process for creating content — are you doing it yourself, working with someone, or basically not doing it right now?"
Surfaces objections before they become objections. Also tells you if they've been burned before — which means you need to show, not tell.
Follow-up directions
"What's been the biggest friction point with that process?"
"Have you tried working with anyone on content before — what went wrong or didn't stick?"
"What made you reach out now versus six months ago?"
ROI — define success on their terms
Critical — do not skip this
"What would a real return on investment look like to you — not just likes or followers, but an actual business result that would make this feel worth it?"
They close themselves when they answer this. Once they say the number out loud, the math on your pricing becomes obvious without you ever doing it for them.
Follow-up directions
"Is it winning more listing appointments? Buyers reaching out to you instead of the other way around?"
"Would even one extra listing in the next 90 days from your content pay for six months of working together?"
"How many opportunities do you think you're leaving on the table right now because people aren't seeing you the way they should?"
"On a scale of one to ten — how confident are you that someone could pull up your online presence right now and immediately feel like you're the right agent for them, before you ever speak?"
Makes the gap between where they are and where they want to be concrete and visible — to them, not you. The discomfort they feel answering this is what closes deals.
Follow-up directions
"What would make that a ten?"
"If a seller Googled you tonight before your listing appointment tomorrow morning — what would they find?"
On-camera comfort
If personal branding content is on the table
"How do you feel about being on camera — does it come naturally or is that something you've been avoiding?"
Sets expectations for shoot day. Tells you how much coaching they'll need and what tone to write toward — high energy vs. calm authority vs. approachable and real.
Follow-up directions
"Have you done video content before? What felt off about it?"
"How do you want to come across — polished and professional, approachable and real, authoritative, energetic?"
"Who do you want to show up as on camera — someone people feel like they already know, or someone who commands the room?"
This is not a sales call. They've already signed. This call exists to pull the raw material for scripting. Record it on Otter.ai or Gemini. The transcript summary goes directly into the client's custom scripting GPT. A good strategy call means you arrive at the shoot with scripts they can actually deliver — which cuts a 3-hour shoot down to under 90 minutes. Pull up their Instagram live on screen before you dial.
Business pulse — what's changed
First 5 min
"Since we last talked, has anything shifted — new farm area, a niche you're leaning into, deals you're proud of, anything you want to build into this month's content?"
Follow-up directions
"Any listings coming up we should work around for timing or backdrop?"
"Any wins from the last 30 days — deals closed, listings won — we should be leveraging for credibility content?"
"Anything you said you wanted to do last month that we haven't done yet?"
Content audit — look at their page together
Live on the call
"Looking at your Instagram right now — what are you most proud of, and what makes you cringe when you look at it?"
Agents are more honest about their content when you're looking at it together in real time. This surfaces what they actually want to move away from and toward.
Follow-up directions
"Does your grid right now feel like it represents where you're trying to go, or where you've been?"
"If a seller pulled this up tonight before your appointment tomorrow, what's the one thing you'd want to change?"
"What's getting engagement and what's landing flat — do you have a sense of why?"
Content direction — this month's focus
Core of the call
"For this month's videos — what's the one thing you really want people to walk away knowing, thinking, or feeling about you?"
The humble brag hook lives inside this answer. The best hooks come directly out of what they say here — don't invent angles, pull them.
Follow-up directions
"Is there a story from a recent deal, a client interaction, or a market moment you've been sitting on that you haven't told yet?"
"What would your best clients say about working with you that you'd never say about yourself?"
"What's a result you've gotten recently that you're proud of but haven't talked about publicly?"
"What does your typical week look like right now — what are you doing that most agents in your market aren't doing?"
Agents are sitting on better content material than they realize. This pulls the differentiation they haven't figured out how to say yet.
Follow-up directions
"Is there a process, a strategy, or a way you work with clients that genuinely sets you apart?"
"What's something you know about this market that surprises most people when you tell them?"
"What do your clients thank you for that you wouldn't have expected?"
"Who are we trying to reach this month — buyers in a specific area, sellers at a certain price point, referral sources, other agents?"
Follow-up directions
"Is there a price range or property type you're actively trying to build more of right now?"
"Are there specific communities or neighborhoods you want to be more associated with?"
"Are you going after a specific buyer profile — VA, first-time, investor, move-up?"
Shoot day logistics
Lock this down on the call
"For locations — are there places in [market] that feel like you, that you'd be proud to be seen in front of?"
Follow-up directions
"Are you comfortable outdoors or do you want a more controlled environment for at least one video?"
"Any listings or properties coming up we could use as a backdrop for one of the shoots?"
"Cap it at 2–3 locations max. Anything more kills the day."
Script-feeding questions — get them talking naturally
Record every word
"Walk me through how you'd normally introduce yourself to someone who's never heard of you. What do you usually say?"
Their natural answer becomes the hook formula. Do not script without this. The way they talk in this moment is what the script should sound like.
"What's a belief or opinion you have about the [market] market right now that most agents aren't saying out loud?"
Controversial but informed takes drive the highest engagement. Agents who have visible opinions build followings faster than agents who play it safe.
Follow-up directions
"Would you be willing to say that on camera? That's exactly the kind of thing that builds a following."
"What do you think buyers and sellers are getting wrong about the market right now?"
"If you had to explain what you do in one sentence — not your title, but what you actually do for people — what would you say?"
Pulls their authentic value proposition, not their rehearsed elevator pitch. There's always a gap between the two. The authentic version is what goes in the script.
The rule: rapport first, value second, pricing last. Never open with what you offer. Open by understanding what they need. Discovery should feel like a conversation they're glad they had before they even know what we charge. Pricing only surfaces at the end — and only after you've made the gap between what they have and what they need feel real to them.
Pre-call research
Check their Instagram, Zillow, and Google. Know their listing volume, posting frequency, and find one specific thing you can reference in the first 60 seconds. This one move separates you from every other vendor who's ever called them.
Warm open — not transactional
Reference something specific before asking anything about your services. Make it about them first.
Hey [name], I pulled up your page before this call — saw that listing you just closed in [area]. Did that one come in through a referral or did someone find you online?
Discovery — listen more than you talk
Run through the core discovery questions. Your job here is to listen and take notes, not pitch. The goal is to understand their goals, pain, and what ROI means to them specifically. Every word they say is material for the pitch that follows.
Bridge — repeat back what you heard
Summarize their situation back to them before you say a word about what you do. This is where trust solidifies. It proves you actually listened.
So what I'm hearing is — you've got a strong track record, you're doing the work, but right now if someone Googled you before a listing appointment, they're probably not seeing that. And that gap is costing you opportunities you're not even aware of. Is that right?
Introduce the offer — in their language
Don't pitch a package name. Describe what it does using their words back at them. Frame it around the outcome they said they wanted.
What we do for agents in your situation is build you a consistent, on-brand content presence so that when that seller looks you up tonight before your appointment tomorrow, they see someone who looks like the obvious choice. We handle strategy, scripting, the shoot, and the edit — you just show up.
One social proof story — not a list
Pick one client story that mirrors their situation. Specific result, specific context. Don't rattle off a client roster — one relevant story does more than ten names.
We work with an agent in [similar market] — solid business, basically invisible online. Six months in, they're consistently winning listing appointments against agents with bigger teams because the seller has already seen their content and already trusts them before they walk in the door.
The math reframe — let them do the math
This is the most important step. Before you say a single price, anchor them to the value of one deal. Let them state the number out loud. After they do, your pricing feels small.
Before I go over the investment — if this helped you win even one extra listing appointment in the next 90 days that you might have lost to someone with a stronger online presence, what would that one deal be worth to you in commission?
Let them answer. Sit in the silence. Their number is now the frame for everything that follows.
Present pricing — confidently, simply, no apology
State what's included and what it costs. No hedging, no feature dumping, no sorry-this-might-seem-like-a-lot. The three-month commitment is the default entry point — not month-to-month.
The content creator program — four videos a month, strategy call, scripting, one shoot day, full edit — runs [price] a month on a three-month commitment. Most clients see real traction by month two. Want to lock in next month's shoot date?
Listing funnel fallback — one-time to retainer path
For agents not ready to commit, offer the single shoot with a built-in conversion path. Don't drop price — add a bridge.
If you want to start with a single shoot and get a feel for how we work, we can do that — and if you decide to move to monthly content within 30 days, we apply the shoot cost toward the program. Most agents who work with us once come back.
Recording and transcript setup
Every strategy call gets recorded. No exceptions.
The transcript is raw material for scripting. A strategy call you didn't record is a strategy call you have to redo.
How to set it up
Use Otter.ai (paid) or Gemini to auto-transcribe every Google Meet or phone call.
After the call, Otter generates a summary — copy that summary and paste it into the client's custom scripting GPT.
The GPT will pick up their vocabulary, their speaking pace, the things they care about, and the way they naturally phrase ideas. Scripts built from this need far fewer revisions because the language already sounds like them.
Label each transcript by client name and date. Store in the client folder.
Scripting GPT — baseline prompt
Build a custom GPT per client. Feed it once, use it every month.
What you train it on: (1) Otter transcript from discovery + strategy calls, (2) their Instagram bio and top performing posts, (3) their Zillow description, (4) their stated brand goals in their own words. From that point, every script sounds like them, not a template.
Baseline scripting prompt
Write a 30–45 second personal branding video script for [agent name], a real estate agent in [market]. Include: (1) a humble brag hook that opens with a result or stat, (2) a value statement tied directly to [their stated goal from the strategy call], (3) a credibility point that doesn't feel like bragging, (4) a clear call to action to DM or call. The tone should be [their tone — confident/approachable/authoritative] — sound like them, not like a press release. Base the language on these notes from our strategy call:
[paste Otter.ai summary here]
The four content pillars — build every script around these
Trust
Are they showing up as a real person? Do they feel human or like a billboard? Trust is built through specificity — real stories, real numbers, real moments.
Value
Does the viewer learn something or get something useful from this video? Give them a reason to follow. Evergreen tips, market insight, process transparency.
Credibility
Numbers, results, recognition. Not bragging — humble bragging. "I'm 27 and just closed $17M in volume this year." Let the result speak. Don't over-explain it.
Entertainment
Is it watchable? Does the hook stop the scroll in 3 seconds? Movement, energy, a specific visual setup. Average watch time should beat 10 seconds on a 30-sec reel.
Qualifying agents before you call
| Zillow sales volume |
What to pitch |
Approach |
| Under $3M/year |
Single listing shoot or one-time personal branding video |
Don't pitch the retainer upfront. Let the work earn it. Use the 30-day conversion path. |
| $3M – $10M/year |
Content creator program (3-month entry) |
Core target. Active enough to need content, hungry enough to invest in differentiation. |
| $10M+/year |
Premium retainer — scripting, shooting, posting strategy, full turnkey |
Don't undercharge here. Agents at this level want everything handled. Price accordingly. |
Policies — set these in onboarding, not on the call
Cancellations
Within 24 hours of shoot: rebooking fee applies or deposit is forfeited. This is a revenue protection issue at volume — don't waive it casually.
Reschedules
Free with 48+ hours notice. Under 48 hours = treated as a cancellation. Include this in the onboarding email so it's never a surprise.
Revisions
First two rounds included in all packages. Anything beyond that is billed at a flat rate. Make this policy clear before the first shoot — not after the third revision request.
Retainer commitments
3-month minimum. Auto-renews monthly after that unless 30-day written notice is given. The 3-month floor is non-negotiable — it's the minimum time needed to show real traction.
Send the script 7–10 days before shoot day
Giving them time to read, sit with it, and request revisions before they're standing in front of a camera. Scripts delivered the day before = awkward delivery = longer shoot = lower quality output.
Shoot day flow
Arrive, set up, then spend the first 30–45 minutes walking through all scripts with the agent before picking up the camera.
Break each script into sections: hook, talking point one, talking point two, talking point three, CTA. Go through it section by section, not all at once.
High-five or acknowledge every successful take. Sounds basic — it works. Agents who feel confident on camera deliver better footage.
Shoot 50mm. Keep the agent's head on the top third rule. Head-track in post so every clip has consistent framing.
Add foreground elements whenever possible. Shoot with movement — never static walking in a straight line.
Offer additional talking points at the shoot in case they want options. Build scripts to be dummy-proof — short, broken up, one sentence per thought.
Video turnaround
72 hours from shoot day for personal branding reels. Listing videos same — communicate any delays proactively, not reactively.
Photo turnaround
24 hours. Agents list on tight timelines — this is non-negotiable. If it slips, they notice and they tell other agents.
On retainer growth: Once you have 10 clients on monthly content plus your regular listing volume, you're likely looking at $35k–$40k/month. The ceiling only comes from editorial throughput — which is why the 2:1 editor-to-videographer ratio matters. For every shooter on the team, there need to be two editors in the queue. That's the fulcrum. Quality drops when that ratio flips.