Social media has become one of the most powerful tools for growing a business, especially in industries like real estate. Meet Robert Cedeno, the founder of Cedeno Realty Team, who turned his knack for social media into a $93M real estate powerhouse. In this post, we’ll explore how Robert started from scratch, his journey to mastering platforms like Instagram, and the actionable takeaways every entrepreneur or realtor can apply to their own social strategy.
The Humble Beginnings: From Forklift Driver to Social Media Visionary
Robert’s story is one of transformation. Before diving into real estate, he was a forklift driver selling car parts on the side. But he always knew in his heart that social media would be “the next big thing.” Armed with this belief and an innate comfort in front of the camera, Robert decided to go all in, leaving his forklift days behind and stepping into the world of real estate.
“Once I felt like I could actually monetize [social media], I was like, okay, we have something here,” Robert recalls. His innovative mindset and willingness to embrace video content set him apart in an industry where many were still relying on traditional methods to connect with clients.
The Claim to Fame: Innovative Home Tours
Robert’s social media journey began with home tours—simple yet effective videos showcasing properties in the most authentic way. While home tours are everywhere now, Robert was ahead of the curve, starting his journey back in 2019 when Instagram Stories emerged.
Using his phone and a gimbal, he created fast-paced, engaging home tours, breaking them down into 15-second Story segments. When Instagram launched Reels, Robert repurposed these videos, and they took off, gathering thousands of views, followers, and most importantly, leads.
“The best thing that came out of it wasn’t just the followers or likes—it was the leads,” Robert shares. These leads quickly turned into clients, forcing him to scale his business and grow his team to handle the demand.
Building Systems for Success: From DMs to CRM
In the early days, Robert personally handled every lead, replying to DMs at 4 AM and juggling conversations while building his business. But as the inquiries grew, he realized the need for systems. Today, Robert’s team uses virtual assistants (VAs) and automated campaigns to manage leads and nurture relationships effectively.
DM Engagement: Robert emphasizes that DMs remain their strongest source of leads. By engaging authentically and providing immediate value, he ensures potential clients feel connected.
IDX Website: A simple link in his Instagram bio allows users to browse homes, capturing their contact information for follow-up.
CRM Campaigns: Leads are categorized and funneled into tailored campaigns, ensuring no one falls through the cracks.
“It’s not just about getting leads; it’s about having the skills and systems to convert them,” Robert explains. His team has grown from closing 17 deals in 2021 to an impressive 150 transactions in 2023, even in a challenging market.
Adaptation and Innovation: Standing Out in a Crowded Market
With everyone jumping on the social media bandwagon, standing out requires creativity and strategy. For Robert, this means staying ahead of trends, providing value, and differentiating his content.
Shorter Videos: Robert has shifted to creating 8-15 second home tours, aligning with audience preferences for bite-sized content.
Talking Videos: Unlike many realtors who stick to faceless home tours, Robert frequently appears in videos, speaking with conviction and offering valuable insights.
Value Above Vanity: “It’s not about me or my car. It’s about providing value to the consumer,” Robert shares, emphasizing the importance of authentic, client-focused content.
He also leverages multiple Instagram pages tailored to specific niches, such as new builds and Spanish-speaking audiences, ensuring targeted and impactful messaging.
Actionable Tips for Realtors and Entrepreneurs
Want to replicate Robert’s success? Here’s how you can get started:
Commit to Social Media: Decide if social media is the right strategy for you and go all in—no half-hearted efforts!
Start Small: Begin by posting three times a week, then gradually increase your frequency to build consistency and confidence.
Test and Adapt: Not every strategy will work. Experiment with different types of content and measure results to see what resonates with your audience.
Include Calls-to-Action: Every post should encourage viewers to take a specific action, whether it’s booking a call, visiting your website, or sending a DM.
Focus on Value: Always prioritize content that educates, informs, or inspires your audience over shallow metrics like likes and followers.
Conclusion: Transforming Real Estate Through Social Media
Robert Cedeno’s journey from forklift driver to a $93M real estate business is a testament to the power of persistence, innovation, and strategic use of social media. By embracing trends, staying authentic, and building systems, he has not only grown his own business but also empowered other real estate professionals to do the same.
Are you ready to take your social media game to the next level? Start small, stay consistent, and never stop learning. As Robert says, “You have to go through the suck to get to where you need to be.” What’s one thing you’ll implement from his strategies? Let us know in the comments!
For more insights, connect with Robert on Instagram at @RobertBearCedeno.
Ready to transform your business? The time to start is now!
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