The Media Day SOP

You don’t have a content problem. You have a systems problem. Marketing says “look at our company.” Media says “come experience our company.” You already know that — the hard part is that somebody in your brokerage has to make all of it.

Here’s how ours gets made. Every Thursday. Without anybody being chased.

Almost every brokerage carries some version of the same three. Answer these honestly and you’ll find yours.

1. Participation — how do you get people to create?

   You’ve asked your agents for content. Maybe you’ve begged. That’s not a content strategy, it’s a content chase — your whole output depends on busy people being free at exactly the same moment.

   Ask → If a listing doesn’t get filmed this week, does anything in your calendar actually break?

   If nothing breaks, you don’t have a system. You have a hope.

2. Consistency — how do you keep creating every week?

   You’re not inconsistent because your people lack discipline. You’re inconsistent because every week starts from zero, and consistency can’t depend on everybody waking up inspired.

   Ask → Could your team tell me what happens on Wednesday, without asking you?

   If the answer lives in your head, you’re not running a system. You are the system.

3. Capacity — how do you create enough without burning people out?

   Solve the first two and the answer still becomes more: film more, post more, hire more. But more content just becomes more weight when every script and every edit comes back through one desk.

   Ask → What decision did your team make last Thursday that they’ll make again this Thursday?

   Every repeated decision is weight, and you’re paying for it every single week.

You don’t need three solutions. You need one system, built in the right order.

What the first SOP built wasn’t a video. It was a week that remembered itself so our people didn’t have to.

1. Everybody films every property

   Each agent records their own intro and outro on every listing. The b-roll stays the same for every version — that’s what makes the editing fast. Every agent posts their own cut to their own pages, so a seller gets the whole brokerage’s audience, not one agent’s. The main page collaborates only with the listing agent.

   Done when → three properties, one Thursday, and every agent leaves with something to post.

2. If you submit a listing, you stay all day

   Not just for your own. Media Day is a group format; everyone’s presence is what makes it move. Agents who show up every week, stay the full session and support the others get priority for the next one.

   Done when → nobody asks “can I just come for mine?” twice.

3. Ten-second intros, and a green room

   No “Welcome to 1234 Jerry Street.” Be camera-ready when your name is called. Only the filming agent and the media team near the camera; everyone else waits out of earshot. In our first version: three listings a Thursday, fifteen agents max, the higher-priced homes first — and no listing pushed back more than two weeks in a row.

   Done when → a property takes less time to film than it takes to drive to.

Your version one won’t be perfect. Ours wasn’t. Run anything enough times and the friction shows up: properties ran long, quality swung, and we made the same decisions over and over. So we asked the question that fixes it — what can we decide once, so we don’t have to decide it again next Thursday? We answered it three ways. Steal all three.

1. Put a clock on it

   One hero propertya week — the highest price, the best story, the full collaboration — forty-five minutes, maximum. Two lightning properties, twenty-five minutes each. Every reel under three minutes to film. Anything that needs setups, multiple scenes or a skit gets its own day, not this one.

   Boundaries create speed.

2. Move the work to whoever it’s easy for

   We were making every agent write their own scripts — so we stopped. They bring the knowledge and the personality. The media team builds the hooks, the talking points, the pacing and the posting order. Wednesday became prep with the media team instead of homework.

   Standardize the repeatable, so your people can focus on the human.

3. Decide the defaults once

   A weekly theme picked by the media team (lifestyle week, fast-hook week, storytelling, personality, cinematic, first-time buyer). The posting order: listing agent first, then stagger. Who owns what: two creative directors, named. Business casual on camera, out of respect for the sellers. And a bulletin board in the office — media days attended, reels filmed, reels posted — with a dinner, a coffee and some swag for the top three each month.

   That’s not adding rules. That’s removing decisions.

Neither did we. You don’t design the system. You pick the day, and the system builds around it.

1. A phone. One agent, one property, the same day every week. That is a Media Day. Start here.
2. A college student from the film or communications department, one day a week. They want the reps; you want the day held.
3. A dedicated media person— when the volume tells you to, not before.

Casper and Sheridan combined. One media lead. No agency.

Those aren’t there to impress you. They’re what a system produces once it runs. Algorithms change, platforms change, markets change — those numbers could look completely different next year. The percentages are the evidence. The system is the asset.

We didn’t even keep our own first version. The power isn’t in copying somebody’s system. It’s in building one you can improve. So take the questions instead, and write your answers here.