Ep. 163: How to Build an Audience and Create Social Proof with Seth Ferguson

Seth Ferguson leverages social media, podcasting, and cable tv to create awareness for his real estate business. Seth is a real estate agent turned investor based in the Toronto area. Seth is the host of the Purchase to Profits podcast, as well as a local cable TV show. In this episode, we talk about his transition from real estate agent to investor, getting comfortable in front of a camera and the importance of building an audience.

Partner: The Real Estate Syndication Podcast hosted by Whitney Sewell

Key Insights

While pursuing being a hockey referee, Seth became a residential agent to provide more consistent income
With commission sales, money comes in and goes out but he did not have income-producing assets
Focused on a suburb of Toronto, because real estate is hyper-local, and he knew the area well
The shift from broker to investor required a mindset change to see real estate as a wealth-building tool, not a quick sale
Learned to make money by leveraging banks and existing assets
Key to being comfortable in front of the camera - just do it, and don’t worry about being comfortable
Simply doing it is more important than being perfect
What social proof are you creating? How do you differentiate yourself? What will people find when they google you?
Started creating memes on IG and has a popular one of “Pablo Escobar” from the Netflix Series “Narcos”
Leverages social media to help drive awareness for his podcast and other content
Hired a social media agency to help him drive awareness and engagement
Focus on engaging with the right followers, not just driving a large audience