How to Serve Your Local Community at Scale & Grow Your Real Estate Business

In this episode, Brain Weiss from TheFacesOf.com joins Zach Hammer to talk about why it is crucial for Real Estate agents to serve their local communities if they want to grow their Real Estate business. This is such a powerful concept that helps Real Estate agents market effectively—long term!

Here is a quick rundown on everything we talked about today:

How did Brian Weiss get involved with TheFacesOf.com ?

Brian Weiss is the VP of Sales for a marketing company called Veugeler Design Group based just outside of Atlanta, Georgia.

Now, along his journey, Brian Weiss came across a Real Estate Agent who has had a lot of success in Gainesville, GA with a project called The Faces Of Hall County and realized that there should be somebody doing this in every community in the country.

This Real Estate Agent, named Brad, had a lot of success with community engagement. Brad sort of became ‘Mr. Gainesville’, as a result of this project. And so, Brad visited Brian’s office with an idea.

“How do we find a way to have a Real Estate agent partner in every community in the country that serves their community? How do we have incredible success in becoming a highly visible, very influential, unofficial mayor of their community?”

As Brad was sharing his story, Brian thought,

“Wow, this is really great. I would like to be a partner in this.”

So both entrepreneurs spent the last three and a half years ebbing and flowing, through trial and error, to figure out the easiest way to productize what Brad has been doing. And deliver it in a way that would be easy for a Real Estate agent to implement and execute.

“This is definitely one of the most rewarding things I’ve ever been a part of. And it’s making a real impact in different communities.” Brian added.

What is the inspiration behind TheFacesOf concept?

It does not matter where you are. Real Estate agents are always competing for market share nonstop. Two very important things happened to Brad during this journey.

One, he connected with someone at the local high school who asked him about bringing in a high school intern to learn about small business and marketing. Brad agreed despite not yet having a project to delegate.

Two, he had just finished reading a book called “The Go-Giver” by Bob Burg . That story is about how to build a world of abundance by serving others without keeping score. It speaks so much about how they operate TheFacesOf .

Brian continued, “So, Brad used the framework in that book to create a project for that high school marketing intern. That project was called The Faces Of Hall County .

“The motivation was to be more visible and to create influence.”

Brad decided to go out and try to tell the story of Gainesville, GA through its citizens — one smiling face at a time.

Brian recalls, “He went out to collect those interviews, their high-res pictures, and put it on our website. Brad shared two stories a week on social media as a way of introducing the people of the community to each other.

“This website became a time capsule that represents the story of Gainesville, GA. So if anybody wants to know what it would look like to live in Gainesville, they can visit Brad’s website and listen to what its people are saying — what they love about it, where they came from, what their favorite places are.

“That project gave him permission to go out into the community, sit down, and have coffee with virtually anybody. And everybody spent a couple of minutes giving them attention, which is a big premise from the book. How do we serve others?”

If one can play a role in giving other people attention, that connection created with them is meaningful. It is real.

Through this project, Brad wanted to go out and give others attention, recognize them, and celebrate them for the role they played in making Gainesville, GA a special place.

Brian shares, “It was 2015 when Brad started this project, his Facebook Page had about 100 followers. Brad’s website had about 600 monthly visitors and his digital presence back then was relatively weak.

“I met him in 2018 — three years into the project. And his website traffic grew to 8,000 visits a month. His social media grew to 3,000 followers. In 2015, he did $25M in production and now in 2021, his team did $52M.

“And that is how they enjoyed massive growth without Zillow, or ‘Just Listed’, or ‘Just Sold’. Brad simply poured himself into his local community. And as a consequence, he has become a sort of Mr. Gainesville. That made him influential enough in the community that a large number of people want to work with him when they have challenges with Real Estate.”

Halo Marketing: two-fold direct networking opportunities in your local community

Next, I asked Brian about the benefits of networking directly with the people in the community. By shining the light on somebody else—and this is especially true with businesses—there is a natural inclination on their side to shine that light back to their community.

I call that, ‘Halo Marketing’. You get the opportunity to have people spread your message on your behalf at no cost. We talked about how often Brian sees this happening in TheFacesOf .

Brain said, “That is a kind of molecular growth. We highlight a person in the community and their entire Facebook circle ignites to see them being celebrated.”

He went on to add, “The community thinks of that individual in a positive way—so people follow Brad on social media so they can continue to see him celebrate others in the community.

“We provide a way for people to nominate others so they may get emotionally involved and co-author the story. Everybody gets positive value delivered in layers.

“Through storytelling, we begin to weave connections. It has been remarkable to see the impact an entire community has—when people put their arms around a single project like TheFacesOf .”

And Brian Weiss is absolutely right. There is great significance in simply giving your time in a way that is completely selfless with the intent of establishing why your local community is a special place to be.

Other topics we covered on the show:

  • What makes TheFacesOf strategy so effective? [00:24:17]
  • Then, we identify what it takes to start running a locally-focused & community-driven site like TheFacesOf . [00:32:00]
  • Now, we understand what is needed for this strategy to run. But after the site is built and social media is leveraged to drive traffic into the site, how do we actually implement these strategies? How do we go about interviewing people from the local community to celebrate their stories? [00:44:23]
  • Next, we discuss key ideas on how interviews are conducted in line with TheFacesOf strategy. [00:50:00]

…and more valuable topics covered! Be sure to listen to the whole episode!

Ready to Get Started with The Faces Of or Still Have Some Questions?

Support the Real Estate Growth Hackers show and tell them we sent you by using this link to check out The Faces Of & connect with Brian: RealEstateGrowthHackers.com/go/TheFacesOf

Connect with Brian Weiss:

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Also, Brian Weiss mentioned this book on the show. You can find that on:

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Zach Hammer

Zach Hammer is the co-founder of Real Estate Growth Hackers. Over the last 36 months Zach and his team have managed ad budgets well over $100,000, generated over 25,000 real estate leads, and helped create over $50,000,0000 in business revenue for their clients. Zach is also a highly sought after speaker and consultant whose work has impacted some of the top Real Estate teams and brokerages across the country.

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Get instant access to our Ultimate Collection of 769 Marketing Ideas for Your Real Estate Business.

769 Marketing Ideas to Grow Your Real Estate Business

Enter Your Best Email Below To Tell Us Where To Send Your Access To The Ultimate Collection Of Real Estate Marketing Ideas And Future Updates

*We Hate Spam. Your Privacy Is Protected.

Real Estate Growth Hackers Founder

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Zach Hammer

Zach Hammer is the co-founder of Real Estate Growth Hackers. Over the last 36 months Zach and his team have managed ad budgets well over $100,000, generated over 25,000 real estate leads, and helped create over $50,000,0000 in business revenue for their clients. Zach is also a highly sought after speaker and consultant whose work has impacted some of the top Real Estate teams and brokerages across the country.

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