I’ve been hearing a lot of objections when it comes to showing up on social media, email, newsletters, video, etc.  The number one objection I get is, “I tried it for awhile, but no one responded / liked / commented.”

The problem with using “engagement” as your main metric, is that it’s simply a vanity number.  It’s not relevant to your number of sales.

In fact, 90% of social media users are lurkers.  They never actually like, heart or comment on your posts.  Nor will they ever.  That doesn’t mean they’re not listening.  It doesn’t mean they’re not reading.  It doesn’t mean they won’t contact you to sign a contract.  They’re just silent.

Participation follows the 90-9-1 rule.

  • 90% of users are lurkers (i.e., read or observe, but don’t contribute).
  • 9% of users contribute from time to time.
  • 1% of users participate a lot and account for most contributions.

Unfortunately, the 1% of people that like or share your content aren’t likely to convert into clients.

On average, lurkers are more likely to convert 10-to-1.

If you’re using “no one liked my content” as a reason to not make content, you might want to rethink your strategy.

One thing we’re plagued by in tracking our content’s effectiveness is…

Dark Social.

It’s not as scary as it sounds.

This is when someone shares your video, email, newsletter, social media post, etc. with someone privately via email, phone, text, chat, etc.

It’s called “dark social” because it’s not easily tracked.

The best we can do is go to:

Google Analytics -> Reports -> Acquisition Overview and check out “Direct”.

Sure, someone may have typed your URL directly into the browser, but it’s likely a larger percentage of “Direct users” were sent the URL somehow.

If you’re thinking of dusting off the old content production, I.E. blog, newsletter, YouTube, Facebook, Twitter…no wait…X?

Remember that silence does NOT mean no one is paying attention.

When you’re looking at your engagement,

Track BOTH -> Organic Social + Direct traffic in Google Analytics when you’re measuring content’s effectiveness.

It’ll give you a better idea of what is happening with your engagement behind the scenes.


If you’re ready to integrate content development into your lead generation, I’m ready to super charge your lead gen efforts with a website built like a sales funnel.

Anyone can create a beautiful website, slap buttons on it and call it “lead generating.”


I’m the only one offering the Ultimate CRE Sales Funnel Masterclass to give you strategies on how to drive traffic to your website, create lead magnets that work, and nurture your leads so you can bring in more sales.

A website without the ability to be used as a sales funnel is just costume jewelry.  It might sparkle a bit, but it’s not worth much.

Without a sales funnel, you won’t get long lasting results, period.

If you agree with me, let’s get started!  Schedule a call or zoom.

I’m out to take the “broke” out of commercial real estate brokerage.

I want to start with you.

You ready?  Schedule a call or zoom.