WELCOME

Hello from Las Vegas, where I have been shaken AND stirred. Oh, my stars and stripes, The Wizard of Oz at the Sphere was like nothing I have ever experienced before! What I find interesting is that because this version was so perfect, I could see how purists thought it lost a bit of the charm from its original imperfection. Like, the yellow brick road was too goldenrod-colored. There were moments when it was dizzying, overwhelming, even a little disorienting. However, in this case, incorporating four of the five senses is what made it feel so real to the audience, and coupling the effects with a message that was already iconic made it unforgettable.

That brings me to what I want to talk about today: authenticity in your content. Just like Oz wasn’t about the special effects, your business isn’t about slick perfection. It’s about the heart, the story, and the trust you build when you show people who you really are.

So grab your little dog, too, because today we’re diving into how authenticity is the true magic in your content.

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THE REALITY OF REAL ESTATE

So, yes, mortgage rates are dropping, and that is good news. We’re seeing some of the lowest levels in almost a year. That said, the drops are modest, and we’re still seeing rates that are far higher than the 3-4% levels we were seeing a few years ago.

Is this going to be enough to induce clients who have delayed buying? That remains to be seen.

Here’s what I suspect:

glenndabaker

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STORYTIME WITH GLENNDA

You Are Your Content Template

I need to tell y’all about Sunday night. I was in Las Vegas at the Sphere, sitting shoulder to shoulder with thousands of people, watching The Wizard of Oz. For me, Oz isn’t just a movie. It’s an enormous piece of who I am and where I come from. Every single year between Thanksgiving and Christmas, my mother and I would curl up on the couch and watch it together on Channel 17. That was our tradition. Sitting there in that gigantic theater, watching Glinda the Good Witch float down in her crown of stars, I felt her presence right there with me, and I wept.

The Sphere is spectacular. I discovered that a few weeks ago at the Backstreet Boys. Those flying monkeys weren’t just on the screen, oh, no. They were flying over our damn heads! Leaves swirled through the air, and the tornado whipped our hair. The yellow brick road wasn’t just yellow—it was Day-Glo goldenrod, just saturated in so much color. At one point, we could smell the orchard because they piped in scent. Oh, my stars and stripes, I loved it all, but here’s what hit me: the experience was almost too perfect. So crisp, so shiny, so polished that it lost a little of the charm of the original. That homemade, authentic magic got airbrushed out by technology.

Now that I think of it, isn’t that exactly what’s happening in our world right now when it comes to our content?

Agents call me all the time saying, “Glennda, I love your videos. Can I just put my face on your content and call it a day?” I have to say it plain and loud: absolutely not, because that’s not building your brand. That’s not who you are. If y’all were to just cut and paste your face onto my content, you’re doing yourself a disservice because it’s making you a knock-off. Knock-offs are disposable. AI, templates, copy-and-paste captions—they’re certainly shiny, and they make you look flawless. But is that the essence of who you are?

Spoiler alert: perfectly polished isn’t personal.

When your content is generic and impersonal, you’re replaceable. The consumer wants a real human being. Show others that you’re a living, breathing person with a voice, a story, and even a little imperfection. That’s the secret. Double down on who you are.

Think about Dorothy; she followed the yellow brick road, which was the one path that was hers to walk. Think about your life and your business: what’s your equivalent of the yellow brick road? What’s the thread that connects everything you do? For me, it’s stars. Loving stars was so organic, starting with my childhood when my mother told me, “If you’re a star, dress like one.” That’s why I use them everywhere to express part of my brand, especially in my content. At the Sphere, when I realized Glinda’s crown was made entirely of stars, I had to laugh because I saw my own origin story.

I want y’all to consider what that subliminal thread is in your life and business. Maybe it’s music. Maybe it’s sports. Maybe it’s your love of history or gardening or your faith. Whatever it is, that’s where the magic lives. That’s where people connect. Too many agents put their real estate in a box, entirely separate from who they are and what they love. It’s just a constant stream of “just-listed,” “just-sold,” and “market updates.” Y’all, that content is Millennial gray paint. Anybody can do Millennial gray. (And everybody has.)

What people want is you. They want to know how your life inspires your business and how your business inspires your life. Did you help Bobby and Susie sell their house because you knew the neighborhood inside out? Did you talk a nervous first-time buyer through their jitters with compassion? Did your negotiation skills save your seller fifty grand? That’s the story you should tell in your content because it’s only yours.

And outside of real estate, what drives you? Do you play pickleball? Do you sing in the church choir? Do your grandkids make you laugh until you cry? Share that, too. Otherwise, you’re asking people to connect with just one little piece of you. Nobody is one-dimensional. When you only talk about real estate, it’s like saying “once upon a time” and “happily ever after” but leaving out the whole story in the middle. The middle, that messy human middle, is what people fall in love with, and it’s unique to you.

Along these same lines, agents believe they need to cast a wide net with their content. But when you throw a wide net, you only catch what’s floating on the surface. Instead, go deeper. Ask yourself: why did your seller pick you for that listing? Why did your buyer trust you with their family’s biggest investment? What was the connection? Because I promise you, there was one. And the more you lean into those connections and share them in your content, the less replaceable you become.

Never forget: a house is more than drywall and shingles. (In fact, you could say there’s no place like home.) Home is where people live, breathe, and treasure what matters most—their family, their memories, their pets, their faith, their quirky Glinda the Good Witch collection. (Just me?) Once something crosses the threshold into your home, it’s personal. If you want to sell homes, you have to show up as personal, too.

At the Sphere, the effects blew me away and literally mussed my hair. Yes, I dove to grab the flying leaves and the falling apples. But what wrecked me—what made me feel my mother sitting beside me—wasn’t the perfect pixels. Instead, it was the story, the connection, the heart. The same goes for your business. This is not about being flawless; instead, it’s about creating something that’s unforgettable because it’s you.

So remember, you don’t need to copy anybody else’s script. You already have the power, and you’ve had it all along.

(Now go figure out what your equivalent of pulling a rat out of the ceiling is.)

@glenndabaker

Real estate isn’t all about sunsets and stilettos… In the real world some agents do whatever it takes to get the deal done. On this day I … See more

GLENNDA’S GURU

Welcome, Seamus Nally!

I could not be happier to introduce Seamus Nally! He’s not just the CEO of TurboTenant. Oh, no. He’s the visionary who turned it into the all-in-one platform for landlords who want to manage their properties with ease and confidence. Seamus cut his teeth in product management, so he knows how to build things that actually work, and more importantly, he knows how to build powerhouse teams that make magic happen and that is key!

When he joined TurboTenant back in 2020, he came in hot as Chief Product Officer and COO, and by 2021, he was running the whole show as CEO. He has not slowed down since. With properties of his own in Upstate New York and Colorado, Seamus isn’t just leading from the boardroom. He’s with us in the trenches and he gets what landlords need. He’s a trailblazer, plain and simple, and under his leadership, TurboTenant has become the gold standard for self-managing landlords everywhere, so I am delighted to introduce y’all to him today!

Thanks so much, Seamus!

GLENNDAISM

Today’s Words of Wisdom

GLENNDA BAKER & ASSOCIATES

The Royal We

If you’ve ever wanted to live like royalty, this new listing at 107 Crown Lane in Woodstock, GA, delivers! This farmhouse stunner mixes timeless charm with all the modern comforts, from hand-scraped hardwoods to a marble-topped kitchen island flowing right into the fireside family room.

Step outside and you’ve got porches made for goblets of mead (or cups of sweet tea; your call), a sparkling moat—I mean pool—made for parties, and even storage fit for a horse-drawn carriage! Meticulously maintained and move-in ready, this home truly reigns supreme.