Most brokers talk to everyone and end up resonating with no one.
If one reel is about fixed vs variable, the next about reverse mortgages, and the next about refinances, people get confused fast.
About 70% of your content should be built for one avatar. That’s how authority is created.
When you focus on one group, content becomes easier, clearer, and more consistent.
One broker I know went all-in on business-for-self content and suddenly referral partners started sending deals without being asked.
He thought narrowing his focus would limit him.
It did the opposite.
Clarity attracts the right people and opens doors you didn’t expect.
