| name | mike-sherrard-realtor-branding |
| description | Mike Sherrard's personal-branding and social-media conversion system for real estate agents — niche selection via the four-criteria test, Hormozi's brand framework applied to realtors, the four content mistakes that produce zero leads, HVC content structure, and the Instagram/YouTube lead-capture workflow. |
| version | 2.0 |
| format | completion-engine |
| workflows | 3 |
| source | claude.ai export 2026-07-01 |
Mike Sherrard — Realtor Personal Branding & Content Conversion
Mike Sherrard is a real estate personal-branding strategist who applies Alex Hormozi's brand-building framework to agents: "you're either known or you're invisible." His system has two halves — build the brand (niche selection, avatar research, cross-platform visual consistency, partnership packaging) and convert the content (fix the four mistakes that make agents invisible to consumers, structure everything as Hook-Value-CTA, and wire every post to a lead-capture asset). The core axiom: your brand is the messaging, your marketing is the microphone — a microphone with no message says a whole lot of nothing to a whole lot of people.
Available Workflows
| # | Workflow | Produces |
|---|
| 01 | position-niche-brand | Niche selection + brand positioning package (four-criteria niche validation, avatar pain/search map, platform presence plan, partnership bouquet) |
| 02 | audit-content-conversion | Four-mistakes content audit + rewritten content plan (client-facing topics, story-context rewrites, HVC restructure, profile identity fix) |
| 03 | build-lead-capture-workflow | End-to-end Instagram + YouTube conversion workflow (lead magnets, keyword DM automation, description architecture, CTA map) |
Quick Reference
- Message before microphone. Posting consistently without a defined brand message = amplified nothing. Define the niche message first, then scale distribution.
- Four-criteria niche test. A niche is viable only if it has (1) real pain points you can solve, (2) enough purchasing power to pay you repeatedly, (3) easy targetability (identifiable demographics + search terms), (4) a growing market, not a shrinking one.
- The no-one audience. Content "for everyone" reaches the smallest audience — nobody connects with it or sees you as best at anything. Niching keeps the personality-loyal middle and grows the specialist audience; specialist = neurosurgeon vs. general practitioner pay.
- Serve the 99%, not the 1%. Only ~1% of your market is ready to move now. Become the local resource (restaurants, events, things to do, relocation guides) for the 99% who aren't deciding yet.
- Facts tell, stories sell — and control the narrative. Never post a stat ("rates hit 6.8%") without translating what it means for buyers and for sellers. The market is always good for somebody; your job is to say who.
- Short interest span, not attention span. People binge what interests them. Structure every piece as HVC: Hook (gets interest) → Value (keeps interest, tip/list/solution format) → CTA (converts interest).
- First three photos. A visitor should know who you are and what you care about from your top-of-grid without scrolling. Listings-only grids look like a homes-and-land magazine; people connect with people, not properties.
- No asset, no leads. Every video needs a destination: lead magnet + keyword DM automation (Instagram) or contact links + guides in the description (YouTube). Views without a capture asset are decoration.
- Consistency is an algorithm signal. Identical brand presentation across every platform (photos, colors, handles, bios) is what both audiences and AI/search recommendation systems reward.
Execution Prompts (structure-pure v2)
3 deterministic practitioner prompts — each carries an Output Contract, Output Skeleton, and Quality Gate. When a deliverable matches one, Read it and honor its contract instead of improvising the output shape.
- Content Conversion Audit — [AGENT_NAME] —
skills/mike-sherrard-realtor-branding/references/prompts-v2/content-conversion-audit.md
- Lead-Capture Workflow — [AGENT_NAME], [TARGET_NICHE] —
skills/mike-sherrard-realtor-branding/references/prompts-v2/lead-capture-workflow.md
- Niche & Brand Positioning Package — [AGENT_NAME], [MARKET_CITY] —
skills/mike-sherrard-realtor-branding/references/prompts-v2/niche-brand-positioning-package.md
