In this episode of The Luxury Presence Podcast, we sit down with Jose Prats, a top LA agent, Director of Character Homes at Christie's International Real Estate, and a social media powerhouse who built his business on authenticity and a passion for architecture.
Jose shares how he went from nearly pursuing aerospace engineering to flipping homes, carving out a unique niche around LA's historic character properties, and turning that into a brand that now drives 80% of his business through social media. We dive into:
How Jose built his "character home" niche and why your brand should start with what you love
Why most of his business now comes from Instagram, TikTok, and YouTube, without running ads
How he uses video to create emotion, attract offers before the MLS, and turn followers into real clients
The secret to keeping content authentic, and why he avoids the overly polished look
How he uses AI for everything from writing captions to organizing offer emails, and why it is changing the way he does business
Whether you are a new agent trying to stand out or an established producer looking to capture more leads online, Jose's insights on niching down, staying consistent, and embracing new technology will give you a clear playbook to grow your brand.
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