Since we started Beacon a few months ago, one thing has become obvious: sellers are increasingly skeptical, and even the best agents are under a microscope.
You need a marketing and communication edge.
So, we built this weekly newsletter to give you just that.
B.I.T.S. by Beacon is where we filter content from 1000s of top creators in marketing, real estate, and communication into four useful insights every week.
Here is what is in the first-ever edition…
🏆 [B]est in Class: Kelsie Blevins’ “Under Contract Day One” Viral Reel
💡 [I]deas That Work: High-Status vs Low-Status Phrases
📈 [T]raffic & Attention: Chicago’s Most-Viewed Listing
🔔 [S]eller Signals: Sellers are Looking for Proof
🏆 [B]EST IN CLASS
This is Way Better than a Typical “Just Sold” Instagram Reel
In the past 12 months, Kelsie Blevins has nearly doubled her Instagram followers, adding 25,500+ while generating 2.2M reach, 9.4M impressions, and nearly 200,000 engagements, organically.
She is the definition of a must-follow and is constantly cranking out innovative ideas.
One of her most recent Reels has 100K views in the first four days.
Between the video edit and the hook “This was supposed to be a listing video, but…” the post set itself apart from a standard listing Reel.
Why it blew up
Kelsie’s video worked in part because it wasn’t what her audience expected. It broke the pattern just enough to earn attention.
Plus, it was purposely built for the platform (IG) and format (vertical video).
That’s the opportunity. Safe content blends in. Small risks stand out.
Here’s how to apply her approach to your next piece of content:
Take the risk your audience isn’t expecting. Try a format, hook, or edit that’s slightly outside your usual style, especially when the moment calls for it.
Use the caption to show the work. Pricing choices, prep decisions, timing, demand signals. This is the context future sellers actually care about.
Tie the result back to decisions. Don’t just share what happened. Explain what led to it. Show the sweat, not just the sweet.
Keep it simple. You don’t need a perfect script or a viral outcome. Interesting and timely stories beat polished pitches.
The goal is to earn attention with the format and build trust with the explanation.
Make sure you follow Kelsie for a steady stream of best-in-class content.
🧠[I]DEAS THAT WORK
“Please let me know” is Killing your Authority
Most agents obsess over what they say in seller updates.
Very few think about how they end them.
But that final line does more than close an email; it quietly signals your role in the relationship.
Are you the expert guiding the process… or the assistant waiting for instructions?
According to communication expert Mark Satterfield, that’s where most agents unintentionally give away authority.
How you end an email matters more than most agents realize.
Low-Status Phrases
Ending a seller update with a low-status sign-off like:
“Just wanted to follow up.”
“Please let me know.”
“Hope to hear from you soon.”
“I’m here if you need me.”
“I’m available whenever you need me.”
“Let me know if you have any questions.”
…positions you as an order taker instead of the authority.
High-Status Phrases
Moving forward, swap those endings for high-status sign-offs that lead with context:
“This should give you some helpful context.”
“This clarifies what’s actually happening in your market.”
“Sharing this because it directly impacts what your home could sell for today.”
“This explains why some homes are sitting longer than others.”
“Sharing this because it puts our current situation into perspective.”
“This should give you a sense for buyer demand right now.”
“Sharing this so you can see what’s behind the rise in expired listings.”
These lines work best at the end of weekly updates, check-ins, and market explanations. They reduce back-and-forth, increase trust, and reinforce that you’re watching the market for them.
This isn’t about sounding polished.
It’s about sounding in charge.
The best communication with your seller doesn’t ask for validation…it provides clarity.
And clarity is what keeps them confident, patient, and loyal when their transaction gets challenging.
📈[T]RAFFIC & ATTENTION
This Gold Coast Mansion Exploded on Zillow (Here’s Why)
Chicago’s most-viewed listing on Zillow (16,860 views) sits prominently on the Gold Coast.
The Thompson House at 915 N. Dearborn Street is listed for $18.5M.
It spans over 13,000 square feet, features six bedrooms and seven bathrooms, and holds landmark status.
What the data is telling us
Listings with a clear identity get more attention.
Homes that give people something to react to, history, craftsmanship, scale, or a sense of place, hold attention longer and get shared more often.
Shares = Views = Saves = Showings
This home carries a story buyers can immediately recognize. Architectural legacy. A specific neighborhood moment. Details that feel intentional instead of generic.
How you can capitalize with a “regular” listing
This isn’t about price point. Or listing a landmark.
It’s about framing.
Lead with the defining feature that gives the home character.
Add context that explains why the home looks and lives the way it does.
Call out details people might miss without guidance.
If your listing isn’t historic, lean into things in the area that are.
Listings that have a compelling story don’t just go viral on Zillow; they stay top of mind longer and get sent to a friend of a friend who might be the right buyer.
🔔[S]ELLER SIGNALS
Reddit Shouldn’t Be Answering Your Seller’s Questions
Sellers are skeptical right now, carrying a “what have you done for me lately?” vibe.
They’re watching the market closely, noticing what other homes are doing, and evaluating whether their experience lines up with what they think should be happening.
When communication thins out, that skepticism turns inward.
They start asking themselves (and Reddit) questions, like:
Is this normal?
Is my agent actually on top of this?
Am I being impatient? Am I being ignored?
Do I have a right to be upset?
This is where smart agents get ahead of the problem.
Don’t wait for doubt to surface. Get ahead of it. Here’s how:
1. Over-explain what “normal” looks like in this market. How long will it take to sell? How many showings are likely? What will a typical offer look like? How many open house attendees is normal?
2. Walk them through what you’re watching week to week. Comps during a listing presentation stand for comparables. But after they list, it stands for competition. Update them on their home and those buyers will be shopping theirs against.
3. Set expectations for what happens next so there’s no guessing. Be crystal clear on how frequently you will be proactively providing updates and what they will include. Literally, list out the reason you will reach out to them because of (like a showing request or an offer).
Smart agents anticipate objections, then address them early.
The Takeaway
Sellers stay calm when they can see the work. Pricing choices. Prep steps. What buyers are doing. When it’s visible, trust stays intact.
When sellers understand why decisions are made and what you’re watching, trust compounds.
Proactive updates keep conversations productive. Regular updates keep small questions from turning into big problems.
Confidence Creates Advocates
When sellers understand what’s happening and why, confidence follows. Confident sellers become your strongest advocates and referral sources.
💡by Beacon
Portfolio: Proof You’re Great At Your Job. All in One Place.
We’re about to launch a new feature at Beacon that might be the world’s best marketing asset for listing agents.
Portfolio.
A stunning collection of your performance for all potential sellers to see.
Think about it: When you hire a photographer, you don’t read their résumé. You look at their pictures. Ditto when you hire a landscaping company.
But in real estate, sellers get stats instead. Homes sold. Total volume. Years licensed. Accolades and certifications earned.
Boring…
Portfolio by Beacon changes that.
It shows the actual work behind your listings, your marketing, your exposure, your showings, your open houses, your pricing decisions, your behind-the-scenes hustle, and how your results compare to the market.
Every Beacon you create feeds into it.
All the data. All the activity. All in one place.
The payoff is huge. Now you can walk into a listing appointment and show, not tell.
Portfolio launches before the end of the month for all Beacon customers.
Thanks for reading the entire first edition of B.I.T.S. by Beacon.
We’ll see you next Wednesday.
- Chris Smith and Jimmy Mackin
P.S. On Monday, we’re hosting a masterclass on the 15 Advanced AI Tools Every Agent Must Use Right Now.
This was our best and most attended class last year and deserved an encore.