Creating and Using Content to Increase Followers with Laura Stewart, Co-Founder of FTGU Media

·26 min·2 clips

How does a former nutrition student become a media company co-founder helping real estate agents dominate with content?

Jeffrey Hayzlett opens the episode by stating content is essential for every business leader. He introduces guest Laura Stewart, co-founder of FTGU Media and director of sales and marketing for a top Canadian real estate firm. Stewart shares her unconventional career path from a nutrition degree to real estate and media. She recounts how in 2018, her real estate firm started a podcast to educate their database, which by episode 12 began attracting other agents. This demand led to the creation of FTGU Media, offering content services to competitors. Stewart defends this approach, citing Canadian stats that only 2% of people try to sell their own homes, so educating the 98% builds trust and referral business. She describes how sending educational videos to clients before meetings streamlines sales, as clients arrive informed and ready to decide. Hayzlett and Stewart discuss the necessity for all professionals, from dry cleaners to real estate agents, to generate content and establish expertise. Stewart notes real estate agents often adopt new marketing tools quickly but can be reluctant to share trade secrets. She identifies perfectionism and fear of judgment as the biggest mistakes beginners make, advising humility and consistent practice. Stewart argues content is a branding tool that requires at least a year of commitment to see traction, not a quick fix for inbound leads. She emphasizes that engagement metrics like saves and shares matter more than follower counts. Stewart recommends showcasing personal interests beyond one's profession to increase engagement. She advocates for vulnerability in content, such as sharing learning journeys or mistakes, to build trust. The discussion touches on using podcasts as a content hub, clipping segments for social media. Stewart addresses handling negative comments with compassion rather than confrontation. Her key advice is consistency, citing that many podcasts fail before ten months. Hayzlett concludes by reinforcing that consistency in quality and output leads to long-term business success.

As heard by us

A grounded conversation about using steady, phone-first content to stay visible before customers are ready to act.

Content comes through here as a practical growth tool for business leaders and real estate agents, with Laura Stewart framing it as a way to warm up a relationship before a meeting ever starts.

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Why you'd press play

You want content that keeps you top of mind before a client is ready to buy or sell.

Read the full recommendation in PlayNext →

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