CREview Ep. 32
Commercial Real Estate Content Creation ft. Eddie Gonzalez
Josh and Dylan interview broker Eddie Gonzalez, known for unscripted 'Tub Talk' videos, on how authenticity builds trust that converts into real leads.
Key Takeaways
Unscripted, authentic content builds deeper trust than polished, produced content—viewers who follow Eddie already know his personality before ever speaking with him.
The assumption that CRE audiences aren't on platforms like TikTok is often wrong—Eddie's story of a 70-year-old doctor finding him there is a striking counterexample.
Consistent short, low-effort content, filmed and edited quickly on a phone, is more sustainable than occasional, heavily-produced videos.
Green screen features letting creators react to local news articles can drive strong engagement by inviting audience opinions and discussion.
Content shouldn't be posted about active, unlisted deals—Eddie shares a cautionary story about losing a deal after posting about a property still under negotiation.
Frequently Asked Questions
Yes, often more than expected; broker Eddie Gonzalez shares a story of a 70-year-old medical building owner who found and followed him specifically on TikTok, directly contradicting the common assumption that CRE audiences aren't on short-form platforms.
Yes, unscripted, authentic content tends to build deeper trust than polished, produced content, since viewers feel like they already know the broker's personality before ever speaking with them directly.
Often just a couple of minutes per video once a consistent system is in place, based on one broker's experience filming and editing content directly on a phone.
No, posting about active, unlisted deals carries real risk; one broker lost a deal to a competitor who saw a post about a property still under negotiation.
An unscripted video series filmed by broker Eddie Gonzalez from his bathtub, discussing the Phoenix commercial real estate market in an authentic format.
It started as a dare from a friend, initially posted just to Instagram Stories before moving to the main feed once people started engaging with it.
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