In the competitive Southlake, TX real estate market, the traditional approach of cold calling and direct mail is losing its effectiveness. Buyers and sellers are now conducting their own research online before ever contacting an agent, making a strong media presence a critical component for success. Justin Nimergood, leader of the Top Gun Team at Epique Realty, has seen this shift firsthand and has made building a media presence a requirement for his agents, not just an optional extra.
Nimergood's own experience underscores the power of consistent online visibility. He recently received an inbound message from a former college roommate who, after seeing his social media content, decided to join the Top Gun Team. This wasn't a paid lead or a result of a cold call—it was the organic outcome of being visible and authentic online. “They don’t want to be sold to anymore,” Nimergood said. “The new consumer of real estate is well educated and well informed, and they will find you. They don’t want to be found; they want to find you.”
This shift means that marketing is no longer about interrupting potential clients, but about being findable when they are ready to make a decision. A media presence allows prospective clients to do their own due diligence, at their own pace, and by the time they reach out, they already trust the agent. This trust is invaluable and can significantly shorten the sales cycle.
One of the biggest misconceptions about building a media presence is that it requires flashy content or viral stunts. Nimergood is quick to dispel this notion: “You don’t need to be doing TikTok dances and jumping out from behind pot plants.” Instead, the key is to be consistent and educational. An agent who regularly shares useful, local information—like market trends or common buyer mistakes—builds more trust than one who tries to go viral once and disappears. This approach is also easier to maintain long-term, as it doesn't require heavy production.
For team leaders, a media presence serves a dual purpose. On the client side, it helps attract buyers and sellers who are already comfortable with the agent's philosophy before they ever meet. On the recruiting side, it provides a transparent look at the team's culture and leadership style, which can be more compelling than any slide deck. A recruit who sees a leader consistently adding value on camera gets a clear picture of what working with that leader would be like.
The most common objection to building a media presence is time. Many agents feel they are too busy closing deals to become part-time video editors. To address this, the Top Gun Team has developed its “Podcast in a Box” program, which handles the production, editing, and publishing, allowing agents to simply show up and talk about what they know. This support structure removes the barriers and makes it easier for agents to maintain a consistent presence.
As the real estate market continues to evolve, having a media presence is no longer a nice-to-have; it's a necessity for agents who want to compete in Southlake and across the Dallas-Fort Worth area. It's one of the clearest ways to be found by the buyers, sellers, and future teammates who are already searching. For more information on how the Top Gun Team structures this support, visit their About page.
