Highlights:* Trevor's law to real estate transition, utilizing legal and business skills during the Great Recession.* Mental health struggles in law school and exploring real estate opportunities in Mexico.* Incremental goal setting for continuous business improvement.* Developing a focused YouTube strategy and dispelling virality misconceptions.* Leveraging news coverage for content credibility and social media repurposing.* Importance of aligning PR representative with brand values and media relationships.* Prioritizing trending topics for effective media coverage.* Understanding emerging trends and costs of PR engagement for effective strategies.* Industry knowledge and confidence's importance for real estate agents.* Effective communication's significance with quality and integrity, especially in PR.