As the Head of Partnerships at Follow Up Boss, Ricardo Buenas knows exactly what the agents who are thriving in today's market are doing right.
And most importantly, what the rest of us are doing wrong.
In our recent /RealEstate episode, we sat down with him and asked if he could break down his very best advice for us. After all, it's a tough market—if you're thriving, there has to be some big, magical secret you're keeping to yourself, right?
According to Ricardo, this secret has very little to do with getting more listings and a lot more to do with leveraging the listings we already have. And in this article, we're going to break down exactly how.
“Every listing should be seen as a launchpad,” he says. “You’re not just selling a home. You’re building brand equity, relationships, and future deals.”
So let's lay out the step-by-step marketing flywheel approach that Ricardo believes is driving success in today's market, with real-world tips you can implement immediately.
If you'd rather watch or listen to our full conversation with Ricardo, check out our recent /RealEstate episode on YouTube, Spotify, or Apple Podcasts.
Before you even think about buyers, open houses, or showings, Ricardo believes you should be guided by an overarching mindset:
Ask yourself:
“What if the way I marketed this listing could generate $100,000 more in future commissions?”
You read that right. And this is supported by the data, too.
Nowadays, agents are generating much more business from the same number of transactions as they once did. So it's not all about generating more, but about marketing what you have better.
If you knew this for a fact, how would you market your listing?
Would you just toss the property on the MLS and pray that it sells fast, somehow?
Of course not. You’d go all-in on strategy, storytelling, and visibility.
“A listing is your best megaphone,” Ricardo explains. It's the starting point that should trigger a whole number of activities, rather than the sole thing you do to sell a property.
Here are the core assets you should create as soon as you have a new listing to maximize its visibility:
✔ Yard signs (plural, where allowed)
✔ Just-listed postcards
✔ Door-knocking campaigns
✔ Facebook Lead Ads
(Ricardo recommends these for every listing—and by the way, Real Geeks are lead ad experts with options to fit any budget)
✔ Listing video walkthroughs or Reels
✔ “Coming soon” and “Just listed” posts on IG & FB
✔ Email campaigns to your database
“You want to be seen everywhere—online and offline,” Ricardo says. “That presence builds trust and makes your brand top of mind.”
Ricardo emphasized the importance of storytelling to differentiate your listing from the sea of swipeable sameness online.
“Are you telling a story? Or are you just putting another house on the MLS?”
Use these ideas to make the listing resonate:
1. Create a behind-the-scenes video showing what makes the home unique.
2. Avoid lazy descriptions — Don’t just list features, paint a picture.
Instead of saying '12' x 24' backyard pool,' say something like, 'Picture yourself firing up the grill and cooling off in the pool as summer heats up.'
3. Use the StoryBrand framework: the buyer's the hero, and you're the helpful guide helping the hero get to the dream outcome (the property).
Here's a practical example:
Instead of: “3BD/2BA in Costa Mesa with backyard”
Try: “An entertainer’s dream—host backyard barbecues under the string lights and let the dog run free in a fully enclosed yard.”This emotional resonance is what sets top-performing agents apart.
“Every listing is a reason to meet more neighbors,” Ricardo said.
Use the listing as a reason to make contact:
1. Door-knock 10–20 homes around the listing
2. Use the listing to provide value: “Hey, we just listed this 3BD on Main Street—do you know anyone thinking about moving?”
3. Include CTA cards: “Curious what your home is worth? Visit: [custom domain]”
Ricardo cites agent Ray Fernandez, who runs a three-pronged strategy for every listing:
✔ Direct mail campaign with listing info + social proof
✔ Door-knocking the surrounding homes
✔ Facebook ads retargeting website visitors
“It’s rinse and repeat. And it works.” he adds.
Too many agents miss the moment to capture glowing reviews from happy clients.
Ricardo recommends:
✔ Sending a drip email requesting the testimonial right after closing
✔ Including sample language to make it easy
Example email:
"To help you, here are some things past clients have said:
‘Ricardo knew the Costa Mesa market like the back of his hand.’
‘Chris was incredibly responsive—we were first-time buyers and he made it easy.’
Use what applies or write something of your own.”
You don't need to be shy about asking for reviews. Most of the time, people are happy to help—they just don't know what to write.
Make it extremely easy for them by (a) asking them right away, as soon as your work together is finished, and (b) telling them exactly what to write (or at least, giving them some examples and ideas).
The mistake most agents make? They close and move on. Ricardo's challenge:
“What are you doing to follow up? Most agents ghost their own clients after closing.”
Do we need to tell you the statistics again? In 2022, the typical NAR member earned 27% of their business from repeat clients and customers.
That's more than one every four transactions coming from past clients. Are you behaving as if that were the case?
· Monthly newsletters or market reports
· Personalized check-ins at 3, 6, and 12 months
· Referral-specific campaigns: “Do you know anyone buying or selling this summer?”
Tools like those within the Real Geeks platform allow you to automate follow-up but still make it feel personal.
Many agents get paralyzed by decision fatigue when it comes to automation tools. Ricardo's advice:
“We overthink the tech. Don’t focus on the platform—focus on the copy and the flow. That’s what moves people.”
Use ChatGPT to draft:
· Drip campaigns
· Lead follow-up emails
· Scripts for videos and ads
Just make sure to layer in your voice and avoid generic fluff. As Ricardo warned:
“It’s easy to produce AI slop. But if you give ChatGPT the thought and the tone, it can shorten your writing time dramatically.”
Our advice? The sandwich approach.
Start with your own ideas. Then give them to ChatGPT or your favorite AI tool to elaborate. And then come back to it again to polish it with your personal branding and voice.
This is the ultimate referral driver: go above and beyond in ways that feel personal.
Ricardo recommends services like Client Giant, which automate gifting during escrow and after close (moving boxes, dinners, cleaners, etc.).
“Clients were like, ‘I’ll never refer anyone else.’ That was insane."
But was it, though? How many times has a business surprised you with a gift after you purchased from them? Chances are, not many.
These small details (and sometimes, they can even be as simple as a thoughtful gift card) make all the difference when it comes to your clients, or even your red-hot leads, feeling like you care.
These experiences create fans—not just satisfied customers.
Treat each listing like the start of a new marketing campaign, not just a transaction. Ricardo said it best:
“Are you checking a marketing box? Or are you making a connection?”
By using your listings to connect, differentiate, and delight, you’re not just closing deals—you’re creating momentum.
And if there's something we could all use a bit more of right now is momentum.
To watch or listen to our full conversation with Ricardo, check out our recent /RealEstate episode on YouTube, Spotify, or Apple Podcasts.