ï»żSimple Content Creation: Chris Clarkeâs Career Pivot (0:00)
Brad Eather: Hello and welcome to the Selling's Creative Podcast, a podcast exploring creativity's role in salesâfrom motivation, process, and ideas to people development and success. I'm your host, Brad Eather, a digital communication sales consultant helping sales teams and leaders develop digital sales strategies that open LinkedIn as a sales development channel.
Today, I have the pleasure of being joined by Chris Clarke, a business owner and one of Sydney's most trusted buyers' agents. I've been following Chris for about four years now, and the one thing you'll notice if you follow him is his no-frills approach to content, which I'm really interested in exploring today. Chris has built a business off the back of his content. More than that, it has allowed him to completely pivot from a career of over 10 years in recruitment into a well-known name in a completely different industry. If you want to learn about the processes that go into creating simple, effective sales content, fitting it in around your daily tasks, and leveraging it for good old-fashioned business development, this episode is for you.
Welcome, Chris.
Chris Clarke: Thank you. It's interesting when you hear that back. It's all true, but it feels weird. Thank you very much for having me, I really appreciate the opportunity.
What is a Buyers Agent? Real Estate Market Secrets (1:19)
Brad Eather: No problems at all. Listen, until I came across your content, I'd never really heard of a buyers' agent. From following you, I'm going to give you my definition of what I think a buyers' agent is and see how accurate it is.
A buyers' agent is essentially an expert in a local real estate market. That means you understand the supply and demand of the area, you're familiar with the available facilities, and you've got the tools of the trade to do the basics like building inspections. You have relationships with other stakeholders involved in the purchasing process, and you're engaged to work on behalf of potential buyers to understand their needs, facilitate inspections, and ultimately deliver a successful property purchase that meets their requirements. How's that for a definition?
Chris Clarke: I probably couldn't have said it much better myself. Very articulate, I'll give you credit there. That covers it perfectly. There is obviously more to it, but those are the core steps we take as local experts: understanding our client's brief, doing the heavy lifting, educating them along the way, and the biggest thingâdelivering on their brief and sometimes their dreams.
Brad Eather: Absolutely. And I'll tell you what, I didn't Google this definition at all, and I have never been in the market for a buyers' agent in my life. My understanding is purely based on your content. I wanted to highlight that because it shows the power of delivering a consistent message online over a prolonged period of time. I follow you on LinkedIn, but I know you're on several other socials.
Chris Clarke: It's interesting that you mentioned the "no-frills" approach. My stuff is definitely no-frills. Some of it is edited together, but it's very much on the spur of the moment. I always try to include an educational piece or flavor to it, so even if someone doesn't use my services, they still get something out of it.
Finding Creativity: The Drama of Being a Comedian (3:33)
Brad Eather: We're going to get into that in a little bit. First, something I hear from salespeople all the time is, "Our role is not the creative role; our job is to go out, have conversations, and deliver a sale." The purpose of this podcast is to explore creativity in selling. I want to look back at your adolescence and explore some of the creative activities you did as a young person that might have started the journey to where you are today.
Chris Clarke: I appreciate that. I'm probably not a creative person in terms of traditional art or painting, but I've always been comfortable standing up and speaking in front of peopleâor if not entirely comfortable, I always pushed myself in those areas. I did drama all the way through to high school and was part of a few stage performances.
I remember taking up the school assembly a few times to run a two- or three-minute skit with a friend of mine. We rehashed and bastardized material from shows like Good News Week back in the day, just trying to make it fun and light. The core element was always curiosity: what can grab attention, what can be a hook to start things off and lead people on a journey through that performance, whether itâs 30 seconds or three minutes. If you're going to watch something, whether it's TV, YouTube, or theater, you need to be able to enjoy it and have a smile on your face.
Brad Eather: Is it true that before you landed in recruitment, you wanted to be a comedian?
Chris Clarke: Yeah, there wereâand still areâaspects of that. I still have that dream. I have written five minutes of material that I've rehashed multiple times. It's weird to say now, but I've never been brave enough to go to an open mic night where you just get up and do your piece. I've gotten close, but Iâve never quite had the balls to follow through. But I think I have some natural comedic bones that I've built on over time.
Overcoming Imposter Syndrome in a New Career (6:30)
Brad Eather: What stopped you from getting up on stage? The last time we spoke, we had a brief discussion about the idea of imposter syndrome.
Chris Clarke: Yeah, a little bit of imposter syndrome. Even when I transitioned careers from recruitment to a buyers' agent, there was this feeling when going to property inspections of, "How can I introduce myself as a buyers' agent?" On day one, you don't have clients and you're just starting out.
Itâs similar to standing up and saying you're a comedian when you've never performed before. If I were to do stand-up comedy, it would probably focus on home truths and self-reflection. That requires being vulnerable. In the content I produce, I mention my family and certain scenarios, but I don't always share what I'm internally thinking. So there's an element of imposter syndrome there, combined with the nervousness of opening myself up to being judged.
Brad Eather: When it comes to content, we have the liberty of choosing what we present. Itâs not like a live situation, so you can select the elements of who you are that you show to the world. You can be authentic, but that doesn't mean you're giving absolutely everything away.
Chris Clarke: During my first year or so, I thought I had to keep things to myself and just sprinkle a few things out there without giving away the "secret sauce." But through mentorship and reflection, I realized I should just give it all away. When you demonstrate all the moving partsâfrom the initial client brief to discussions with real estate agents, solicitors, brokers, and inspectionsâno one can easily replicate it all themselves anyway.
Most of my content is on the fly. If I get a good idea, I just pull out my phone and record for 30 seconds or a minute, regardless of what's going on in the background. It's authentic and real. Some things are more thought out, but for the most part, it's spontaneous.
Transitioning From Recruitment to Real Estate (9:16)
Brad Eather: Take me back to your 10 years in recruitment, working your way up. How did you fall into becoming a buyers' agent?
Chris Clarke: A couple of things. Ten years is a long time, and I was ready for a career change. I wanted to leave the big corporate environment, run my own business, and be my own boss, even though I knew it would be hard.
The other factor was my brother, Simonâshout out to him, I'm sure he'll listen to this at some point. He had been a buyers' agent in Brisbane for a few years. At the time, I was talking to a lot of people about what I should do next, and many suggested recruitment coaching or business coaching. When my brother suggested buyers' agency, I loved property, but that imposter syndrome kicked in again. However, he didn't just say I could do it; he truly believed I would excel at it. There's nothing better than someone you trust telling you they believe you'll be above average. Once that seed was planted, there was no stopping me.
Building a Personal Brand in Public (10:53)
Brad Eather: You left recruitment, changed your life trajectory, and decided to become a buyers' agent. At what point did you decide that content was going to be part of that process?
Chris Clarke: Day oneâeven before day one. One of my early taglines was "Diary of a Buyers Agent," which I used heavily in the first year or two. The idea wasn't to announce that it was my first day, but to invite people along on the journey. I used it as a tool to build a client base, but also to be vulnerable and share the process. Itâs encouraging for people going through their own career or life transformations to see someone actually going through the journey, rather than just seeing a polished, finished product at the end without knowing how they got there.
How COVID Sparked the Confidence to Create (11:54)
Brad Eather: Itâs very much a case of building in public. I want to take you back one step further to something we discussed during our prep interview: the COVID-19 lockdowns, when you were still in recruitment and running your sales meetings.
Chris Clarke: That ties in nicely. We used to meet in person at the office, but when COVID hit, everything stopped and transitioned to Zoom and Teams. Our Friday catch-ups included 80 to 130 people. The first few weeks they tried to do it live, but the connection would cut in and out. Eventually, leadership asked us to pre-record our updates covering our team's weekâthe good, the bad, and the ugly.
If you look at my content now, it's eerily similar to those early videos. My current content is just a more rounded version of what started back then. I had some fun with it; I did Anchorman skits and on-the-fly videos walking around the streets, just explaining what we were up to for the week.
The feedback I received was incredibly positive and encouraging. People found it genuinely engaging. A lot of other end-of-week wraps consisted of people just reading a script, whereas I tried to add more color to it. That gave me the confidence that this format could work for a broader audience. When I started my own business, I knew LinkedIn was the platform to use because, as a recruiter, it was the tool I knew best. I had to learn platforms like Instagram later, but LinkedIn was always number one.
How to Grow a Business with Video Content (14:14)
Brad Eather: I wanted to highlight that because everyone experienced COVID, and many people inadvertently leveled up their skills in front of a camera. It's a perfect example of how an existing skillset can be translated to a broader audience.
Let me ask you a direct question: Do you think your business would be as successful as it is today without content?
Chris Clarke: No. If I had no content, I don't know where I'd be. Content is an incredibly powerful channel for my business. I've had people reach out to me out of the blue to help them buy properties.
Where it was particularly powerful in the first two years was with mortgage brokers. I connected with a lot of them on LinkedIn. There's an old adage: âTop of mind, not a pest.â Because they saw my content every day, a broker I had met a year prior and only spoken to a couple of times would suddenly reach out and say, "Hey Chris, Iâve got a buyer looking in the area you mentioned, can you help?" When I asked what made them think of me, theyâd say, "I just see your stuff all the time."
Being on the ground and meeting people face-to-face was still critical, but as a one-man bandâI only have one assistantâyou can't manually stay in touch with everyone as much as you'd like. Content is a powerful tool to bridge that gap.
Why No-Frills Video Production Beats Written Posts (18:30)
Brad Eather: Walk me through your strategy at the beginning. You were developing relationships with mortgage brokers to generate referral business, correct?
Chris Clarke: Exactly. Mortgage brokers have clients with pre-approvals, and sometimes a client goes through multiple pre-approvals without ever buying. A mortgage broker doesn't get paid until the client actually purchases a property, so it's a very natural partnership for us. However, many brokers have had bad experiences with buyers' agents in the past, or they already have established relationships, or they simply don't fully understand what we do.
My process involved getting out to meet them face-to-face over a coffee to share how I could solve their clients' pain points. Afterward, my content would reinforce that meeting by addressing practical real estate questions: "Have you heard of a 66W form to wave a cooling-off period?" or "How do you avoid getting gazumped?" A broker seeing that thinks, "My client just went through that exact issue, that's a really valid point."
Brad Eather: There is so much that goes into buying a property. If you don't have the right checks and balances, that's where things go wrong and where expertise comes in handy, because you're spending a lot of money.
Chris Clarke: Some first-time buyers get lucky and buy the first property they see, but most miss out on the first three or four for a variety of reasons. Those are typically the people who engage a buyers' agent, because they've experienced the pain point, realized how much there is to learn, and feel like they can't get ahead on their own.
Brad Eather: When making content, we choose specific formats for a reason. You focus heavily on video content rather than just written posts. Why did you choose video, and what is your approach to creating it?
Chris Clarke: In the early days, I tried everythingâwritten posts, pictures, and videos. Over time, I found that audience recall for video was significantly higher. People are highly likely to watch at least the first five seconds. It builds a stronger connection to you as a person because they see your face and think, "Oh yeah, I remember that guy."
Additionally, I network with a lot of other buyers' agents who look at my videos and say, "I could never do that, I'm camera shy." I saw video as a distinct point of difference.
The way I leverage it is by tailoring topics to specific segments. I have a diverse following, including many current and former recruiters. I might create a video addressed to the general public that uses a recruitment analogy: "Have you had issues finding a career with the right location and salary? What if you found a property with the right location and budget?" Then, I utilize a powerful LinkedIn feature that many people overlook: I send that post directly as a personalized message to specific contacts.
I'll message someone and say, "Hey Brad, itâs been a few months since we last spoke. I just posted this thought and thought you might enjoy or get a laugh out of it." I can map specific pieces of content to finance, construction, healthcare, or recruitment contacts. I might tag 50 contacts and personally message each of them. The response rate and recall from doing that is about ten times higher than just posting publicly and waiting. Ultimately, it generates real business.
Where Content Sits in the Sales Process (21:19)
Brad Eather: This is the exact reason we're talking about creativity in sales. A lot of people see content creation and instantly categorize it as marketing. But what you and I are doing is leveraging simple contentânot major video productions or advertisements, but small tidbits of useful information delivered directly to people. The illusion on LinkedIn is that you just post something, sit back, and wait, but reality doesn't work that way.
You did this exact thing to me today. You sent me a LinkedIn message pointing out that I didn't have videos highlighted on my page, and you included a 45-second video showing me exactly how to fix it. I watched it and implemented it straight away. The impact of that is huge. I learned something new, and my perception of you grew because you weren't pitching me an invoice; you just provided value upfront. That elevates you in my mind, making me much more likely to use your services or refer you to others.
Social media platforms are part of the sales cycle, specifically the relationship-building stage. You haven't moved into the formal sales funnel yet; you're developing a relationship to become a trusted advisor, which eventually converts into clients.
Chris Clarke: In the first year or two, my content was aimed at nurturing relationships with people I already knew and elevating myself in their minds. My expectations weren't to instantly convert cold audiences who didn't know me. I knew that through repetition and consistency, I would eventually break through to wider circles. You and I hadn't spoken directly until recently, but you had been watching my content for a long time. That's a perfect example of how it works over a long period.
Fitting Simple Content Creation Around Daily Tasks (24:38)
Brad Eather: Letâs talk about process, because there is often hesitancy around video creation. People view content as a time-consuming distraction when their schedules are already full. How do you manage your process?
Chris Clarke: My approach is threefold. First, when the mood strikes, just do it. People say they don't have time, but if you're a buyers' agent or in any mobile role, walking away from a client meeting back to your car provides the perfect window for a 30-second or one-minute recap video. Capture it in the moment.
Second, I block out dedicated time in my diary to plan and script larger pieces because I genuinely find it fun.
Third, I'm highly aware of social media fatigue. Every two to four weeks, I tend to fall out of love with social media and need to disconnect. To manage this, I batch-prepare and schedule posts in advance. This allows me to take time back for myself while maintaining absolute consistency online so that nobody notices a gap.
The Purpose of Content Outside of Direct Messaging (26:25)
Brad Eather: Something I like to do is reflect on a recent customer conversation or think about how I could handle a situation better, and use that time to synthesize my ideas into a post. Do you use content for self-reflection as well?
Chris Clarke: Absolutely. Itâs a great way to pause and reflect. Even when my content looks completely spontaneous, the idea has usually been mulling over in my head. I'll analyze why a client hesitated at a specific point and figure out how to explain that clearly to an audience.
Some of the most valuable posts I do for my own development are the ones I record immediately after a property auction, regardless of whether I win or lose. Auctions can be wildâsometimes I'm the only bidder, other times there are 13 competing bids, families around, and different auctioneers with distinct styles. Pausing to reflect allows me to cement those lessons in my head. When I face that same auctioneer next time, I've already consolidated my strategy.
For example, at a recent auction, I paused for a moment to ensure I was completely clear on my numbers. The auctioneer called out, "Chris isn't sure of his numbers, heâs paused at the gate." Afterward, I told him privately that I didn't appreciate the comment because it intentionally put me on the back foot. Moving forward, whenever I work an auction with him, Iâll remind him beforehand: "If it looks like I'm pausing, just give me a brief moment."
Brad Eather: That auction dynamic is incredibly interesting, especially when you have an ongoing professional relationship with the auctioneers. The average everyday buyer showing up to an auction doesn't have that familiarity.
Chris Clarke: Every three months, I make an effort to take a different local auctioneer out for lunch or coffee. I ask them what they like and dislike seeing at auctions, or what the worst auction they've ever participated in was. It provides incredible insights and builds a warmth and familiarity. When you step into an auction with them, that relationship gives you a level of comfort that a first-time buyer simply can't compete with. Does it directly guarantee a win? Money talks at the end of the day, but it absolutely helps to a degree.
Using Content to Improve Your Sales Conversations (29:57)
Brad Eather: It creates a continuous internal feedback loop. By taking the time to synthesize and articulate your ideas for content, you build a repository of insights in your back pocket. When you face a new scenario or a tough client objection down the road, you can recall and answer it instantly. The benefit goes well beyond just the outward intent of creating marketing material.
Chris Clarke: It completely goes beyond just content; itâs ongoing professional education for myself. I might go to auctions several weekends in a row, or I might not attend one for three months. Three months is a long time for me, but because I have these documented reflection points, I don't have to overthink things when I step back out there. I review my process, know exactly what to do on the day, and feel completely comfortable.
What a Consistent Content Strategy Actually Means (31:34)
Brad Eather: This leads directly to a note I made from our previous conversation regarding reflection and consistency. You mentioned: "Once you are completely sick of your tagline, it is only just beginning to be recognized by your clients." Letâs talk about consistency and what turning up online week in and week out actually looks like.
Chris Clarke: In my first year, consistency meant a minimum of one post every Tuesday. Today, consistency means posting Monday through Friday, and occasionally on weekends. My target has evolved, but my rule is to never post more than once a day on my main feed.
At the exact point where you feel bored, frustrated, or like you are constantly repeating yourself, your audience is actually just starting to notice you. I have probably explained the exact same 30-second real estate concept a dozen different ways over time. The core message is identical, but I keep it fresh by tying it to changing market conditions, summer, or winter.
Maintaining that consistent approach is imperative. In sales, if you take your foot off the pedal with business development, it might not hurt you the next day, but you will absolutely feel the pain a month or two down the line. Content functions the exact same way.
Quantity Over Time: How Consistency Builds Quality (34:11)
Brad Eather: That parallel is spot on. If you're doing a hardcore business development role and take a week off, your sales figures for that specific month might look fine, but two months later they drop because of that gap. You transitioned from one post a week to five or six.
There is a constant debate around quantity versus quality. Take us back to the beginningâwhat was your very first post like?
Chris Clarke: I think my very first post was an educational piece trying to explain that buyers' agents hold the exact same real estate licenses as selling agents, and that we can work collaboratively with them. Iâm sure it was rigid, stiff, and far from perfect, but it still carried a useful, educational message.
Now, I operate with clear content pillars in mind across the week. Two posts are strictly educational, one is a hero success story about a client purchase, and two are real-life examples from the fieldâlike inspecting a property, identifying a major fault, and explaining why we walked away. Having fixed pillars builds long-term familiarity with your audience.
Regarding the quantity versus quality debate, itâs a balancing act. High production quality isn't the priority. The posts where I've hired a professional videographer, written a strict script, and polished the production usually only get about 10% to 20% more views. Those polished videos are excellent to host on your website or send directly to a prospective client as a formal introduction, but for generating day-to-day engagement and eyes on your brand, raw, authentic content performs much better. Your production values might drop, but the quality of the underlying message remains high.
For a business of my size with just two people, one post a day is the right quantity. If we grew to a team of five or six, the volume would look different because you'd have multiple voices contributing.
Brad Eather: Exactly. From day one to today, the practice and quantity over time naturally create quality. You reach a point where your content pillars direct your messaging, and that clear message is where the true quality liesâwithout requiring expensive videography. Would you agree?
Chris Clarke: Absolutely. It helps to have people around you to sense-check your ideas and keep you comfortable. Thatâs where my pillar framework originally came fromâconversations with people suggesting I mix up my topics. But consistent, daily quantity is key if you want to use social media as a genuine pipeline generation tool.
Defining Creativity in Business Development (39:00)
Brad Eather: For the final question, I'm going to throw a bit of a curveball. Given your business journey and your experience with content, what is your personal definition of creativity?
Chris Clarke: You've put me on the back foot there! From my perspective, creativity means having ideas that carry an element of charisma and punchinessâthat "hook" mentality to grab people's attention. For example, Iâll create side-by-side memes comparing what a buyer sees versus what a buyers' agent sees. It's about finding engaging ways to deliver a message.
Key Takeaways for Your Content Strategy (40:00)
Brad Eather: Thatâs a great definition. To quickly summarize our conversation: one of the reasons I wanted to speak with you is because you aren't an abstract "LinkedIn influencer." You are a real business owner running a highly successful company by delivering practical content.
I hope everyone now clearly understands what a buyers' agent does, and knows that Chris Clarke is the person to contact in Sydney for property advice. But the broader takeaways are that you can easily turn small elements within your normal workday into moments of content creation. It is adaptable to any industry; you just need to define your core pillars. Itâs a step-by-step process. Your personal journey took four years, but it successfully pivoted you from recruitment into an established name in real estate.
Is there anything else you'd like to add?
Chris Clarke: I'll reiterate the importance of consistency. If you are on day one of a new business, consistency doesn't mean forcing yourself to post four times a day. When I started, I committed to every single Tuesday, no matter what, and evolved it from there. Make a manageable deal with yourself and stick to it.
If you want to view LinkedIn as a sales funnel, just have a crack and don't be scared. Too many people are terrified of taking short videos of themselves. You will make a thousand mistakes along the way. You asked me what my very first video was, and I honestly canât even remember itâIâd have to go back and lookâbut I'm incredibly happy with where the content sits today.
Where to Connect with Chris Clarke (42:20)
Brad Eather: Where is the best place for people to find you if they're interested in your services?
Chris Clarke: clarkebuyersagents.com is a great place to start, or you can connect with me directly on LinkedIn. I'm across Instagram, Facebook, and TikTok as well, and my mobile number is easily accessible online. I always welcome an open discussion. Thereâs never any pressure or expectation that you have to become a client. Iâm more than happy to have a 15-to-30-minute chat to look over someoneâs property scenario. Youâll always get a few practical nuggets to take away, and if it makes sense for us to work together, great; if not, thatâs great too.
Brad Eather: Iâve noticed that professionals who focus heavily on educational content are usually the least pushy salespeople. Their entire philosophy is built on a foundation of giving first.
Chris Clarke: Exactly, because we approach it as educators. You provide the education, and business naturally follows over time. If you place immense pressure on every single interaction to convert into a transaction, you will quickly burn yourself out and end up disappointed. Approach it with a giving mentality. There is immense power in referrals. You might have an insightful conversation with someone who doesn't end up needing your services, but a month later at a barbecue, theyâll tell a friend, "Hey, you should really talk to Brad."
Brad Eather: Absolutely. It's been fantastic having you on the podcast, Chris.
Chris Clarke: Absolute pleasure, Brad. Thank you for the opportunity to connect and chat. I look forward to more conversations in the future.
Brad Eather: Thanks, Chris.
