I’ve seen a lot of real estate marketing that seems sophisticated but doesn’t move at all. Great lighting, perfect editing, same script, same result.
Then, when we look at something outside of our industry, it becomes clear how small our marketing thinking is.
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Spencer Pratt’s Los Angeles mayoral campaign is a good example. Regardless of what you think about politics, what he’s doing from a marketing standpoint is worth studying because he’s covering local races and drawing national attention to them.
Real estate agents need to pay attention, not because they need to talk about politics, but because the mechanics of attention, positioning, and momentum are exactly the same in lead generation.
5 Lessons from Spencer Pratt’s Marketing Masterclass
Lesson 1: Take a big topic and make it hyperlocal
He takes an issue that people are already concerned about nationally and translates it into what it means to people living in Los Angeles. That’s movement.
In the real estate industry, agents often do the opposite. They only talk about local statistics, local listings, local market updates and have nothing to do with what people are already worried about or interested in.
If you want to reach, connect your local content to the larger conversations people are already having, then bring it back to the street level. Interest rates are the same nationwide. Affordability is nationwide. Inventory is domestic. Consumer trust is national. Your job is to explain what a zip code means and what someone should do with that information.
This allows your content to feel relevant without sounding like other agents reading the same market script.
Lesson 2: Clarity requires contrast, not boring neutrality
He has a clear opponent and a clear contrast. In the world of politics, he often appears as a villain.
In real estate, there is no need to attack other agents. Let’s be honest, this usually looks bad and can quickly lead to compliance and professionalism issues.
But stories need villains. That means a clear problem to help people overcome.
The culprits include uncertainty, bad information, online quotes, low inventory, high payments, bidding wars, surprise inspections, or overpriced listings that are left unattended and become obsolete. Giving your villain a name helps your audience understand your purpose immediately, making your content more vivid.
Cause always outweighs general value.
Lesson 3: Stop marketing to everyone. choose an avatar
If you look at his content, you can tell he has a specific person in mind. He speaks to specific voters using references and language that resonate with that group.
Agents miss this all the time. They market themselves to sellers and buyers as if they were one giant mass of humans. And you wonder why your content gets polite likes but no real conversations.
If you want better results, choose an avatar for each campaign.
First-time buyers who keep losing offers. Elevate buyers who need a plan to buy and sell without disruption. Downsizers who fear timing. Investors who care about cash flow and regulations. A seller chasing the highest price in a depressed market.
When your avatar is clear, your content is automatically created and the right people feel seen, which improves the quality of your leads.
Lesson 4: When you go off script, you blend in with your surroundings.
He is not following a standard political strategy. The style and pace are different, and the content is not similar to other campaign ads.
That’s the lesson most agents need right now. If your marketing is similar to the industry template, you will get the results of the industry template.
Everyone has seen the same talking head market updates. Everyone has seen the same walkthrough. We’ve all seen the same graphic just listed. Those formats aren’t bad. They’re just saturated.
Opportunity is missed. Your content needs to be professional, but it also needs to feel personal to you. Real estate rewards pattern breakers because attention is diverted away from the safest options. Go to the most distinctive option.
Lesson 5: Speed is important, AI is the lever
The last part is speed. His campaigns move quickly, react quickly, and keep the conversation going in real time. The real benefit of AI here is not in replacing jobs, but in reducing the time from idea to execution.
Most agents use AI like a shortcut to avoid thinking. Therefore, generic content is generated.
A better way to use it is this. Think and research, then use AI to speed up production. Turn notes into drafts, turn long videos into short clips, turn one idea into 10 variations, create captions and outlines faster, and stay consistent without burning out.
Speed is not strategy, but speed amplifies strategy.
What should agents take away from this without thinking politically?
This isn’t about copying campaigns or talking about politics on your business page. It’s about learning how to attract attention.
Make big topics local, clearly define problems, choose authentic avatars, stop copying industry templates, and use AI to act quickly without losing your voice.
Attention is a skill, not a platform hack
Real estate agents like to blame algorithms when their marketing is flat. But the algorithm is usually not the real problem.
The real problem is that the message has no contrast, no avatar, no urgency.
If you study what works outside of real estate, you’ll start to see patterns. Attention follows clarity, relevance, and differentiation. Building these three will make lead generation easier because you’re not competing on volume. You are competing for meaning.
Josh Ries is a real estate agent and lead generation consultant. You can connect with him on TikTok and Instagram.
