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Creating killer real estate content, engaging your audience and building your profile.

In the most recent session of my 'MASTERMIND. With Sherrie' program, we had the privilege of hosting Maz Farrelly, a killer content producer.

Maz boasts an impressive TV career, having played a vital role in numerous award-winning shows, including the controversial years of Big Brother, Dancing With The Stars, The X Factor, The Celebrity Apprentice, The Farmer Wants A Wife, and is one of the creators of the long-running current affairs show, Q&A on the ABC.

Her experience made her the perfect speaker for our 'MASTERMIND. with Sherrie' participants, where she discussed the art of crafting captivating stories, generating buzz around yourself, and building a celebrity profile.

During the session, Maz shared several valuable lessons with us:

Define your identity:

Take the time to understand who you are. This includes considering who you wish to influence and who your target audience is. Determine the desired actions you want your audience to take and strategise how to make it happen. The goal of your content is to figure out how to get them to do what you want them to do!

It's not about you, it's about them:

Make it a priority to get to know and understand your audience. Consider the type of story you want to convey to them. For instance, if you're in the real estate industry, think about the horror story that captivates your audience. Pay attention to the challenges they face and actively listen to what they have to say then create content around it.

How to get people to talk about you when you’re not in the room.

Generating word-of-mouth buzz is free advertising. Cultivate a rockstar reputation in your industry by employing these tactics:

- Craft a captivating Netflix ad for yourself. This is an elevator pitch that intrigues your audience and leaves them wanting more. If you nail this your audience will want to stay with you and hear more.

- Every action you take should communicate a clear message: "Buy me!"

- First impressions count – you are telling the world who you are, so dressing well and making strong first impressions is crucial.

Conduct a "boring audit":

Ensure that your content is intentional and memorable. Avoid being bland or creating white noise. If it’s white noise, it’s still boring!

Examine your elevator pitch, property descriptions, and the words you commonly use. Beware of generic phrases like "will not last," "motivated seller," or "priced to sell."

Deliver sticky information:

Strive to leave a lasting impact on your audience. Ask yourself if people can recall what you said after you've left the room.

Share sticky information that resonates with the people who matter to you. For example, in the context of property, emphasise unique features such as an incredible neighbourhood that organises a Christmas party or proximity to the best coffee shop in town, rather than simply describing the kitchen or bathroom.


It's not my job to be interested; it's your job to be interesting. The responsibility lies with you to capture and maintain the attention of others.

Maz shared SO much more information with the group and I can’t wait to see how the changes impact their business when they start rolling out their new strategies!

If you're interested in joining the intake list for the next season, you can find more information and register your interest here.

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