During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Mike Cuevas, a former realtor who is now a content creation and marketing expert. Mike shares why content is the future of marketing, why it’s important to build an authentic brand, and how to define your video strategy. This episode will give you a new perspective on how content leads to conversions. Episode Highlights:  Mike is no longer selling real estate. He sold from 2002-2019. He never sold through prospecting. He has always focused on content creation. In 2002 he started compiling a list of people he knew and then started a direct mail campaign to farm them. This helped him generate business. Mike speaks to the importance of being memorable regardless of which marketing strategies you’re using. He rebranded three times in his career. When he felt burned out on selling homes, he shifted to marketing. Mike speaks to the importance of feeling confident and excited about what you do. Authenticity is all about finding who you naturally connect with. Mike tells us about the "dude" aspect of who he is that has carried across his various brands. Nobody hires you for what you do, they hire you for how you do it. When you ask how to build a better relationship, the answer is to stay in better communication. Everyone has a brand. Your brand is your spitting image. The seller will hire the person they relate with more. Building your own brand is a recession-proof business model. Build your brand by communicating consistently to the same audience over time through various channels. The only thing that keeps your name at the front is consistent communication. When we create media, it's about reminding our network that we're in real estate. The difference between being a salesperson and a business owner is how you view your database. The first thing Mike does with clients is to help them figure out a video strategy. Ask if you want to create a community or talk about real estate as you plan your video strategy. You don't have to talk about real estate in your videos. Your branding will remind them that you are in real estate. You're the digital mayor of your town. Become the real estate expert.   Video gives you authority. There's no magic formula for social media other than engaging and consistently posting. Video combines tone, body language, and authenticity. It is an incredibly effective way to communicate. Find your content pillars and then it will become easy to talk on camera. One of Mike's services, Flip This Agent, is a complete rebranding service. Mike’s company scripts, edits, and distributes your videos for you.  Content is the future of marketing. Many people will hire a videographer to create videos but don't give them the story or create an end goal. Videographers need guidance. While you can implement these strategies yourself, Jeff is finding that many people prefer to hire a service. Mike describes his virtual presentation service. You can leverage education-based content to attract leads. People go to your website to see if they like you. For this reason, Mike has a video on every page of his site. In the eyes of the public, the realtor who has more content is better qualified. 3 Key Points: Creating content allows you to build and maintain relationships through regular communication.  Video is an extremely effective way to communicate. When you create video content, you give yourself authority.  Your content does not have to be about real estate to remind people that you are in real estate.   Resources Mentioned: LCA Marketing Center: LCAmarketingcenter.com Lab Coat Agents: LabCoatAgents.com Real Estate Marketing Dude website, YouTube, Instagram, podcast Connect with Lab Coat Agents: Lab Coat Agents on Facebook Lab Coat Agents on Twitter Lab Coat Agents on Instagram Lab Coat Agents Facebook Group