Photo by Jason Hook

“The media and our culture push us to build something for everyone, to sand off the edges and to invest in infrastructure toward scale. But it turns out that quality, magic and satisfaction can lie in the other direction. Not because we can’t get bigger, but because we’d rather be better.”

These are the wise words of marketing guru Seth Godin, as shared in his blog post, “The smallest viable audience.” As a brand that’s built its reputation on creating amazing magazines and experiences for a very small, select group of top-producing real estate agents, we couldn’t have put it any better than Mr. Godin.

Over the last decade, it’s become even more clear that narrowing our focus to the small but mighty group of elite performers in the local real estate space is what allows our free magazines and invite-only events to be hyper-relevant and highly appreciated.

We don’t create a single issue of Real Producers magazine with the intention of getting it in the hands of just anyone. Receiving Real Producers is a badge of honor that’s earned (not bought) and are built to be enjoyed by the market’s top producers and the best industry vendors who support them.

Seth Godin goes on to share in his blog post, “When you strip away the alternative mantra of ‘you can pick anyone, and we’re anyone,’ then you have to lean into the obligation of being the sort of provider that people would miss if you were gone.”

The stories and photos we share in our award-winning magazines cannot be found anywhere else. They are all about the agents and sponsors themselves – from stories of rising stars to the industry veterans we all know and admire. And Real Producers events are the only gatherings that bring these movers and shakers together to let loose and socialize. This is hyper-relevance at its best and the key to why our select group of agents (and the local vendors who work with them) would miss us if Real Producers didn’t exist.

Photo by Mohsin Manji w/ Florida Home Photo

The part of Seth’s blog that resonates with us most is when he explains that “specificity…sets the standard for producing work that people connect to and are changed by.” Connection has always been the word we’ve used to describe what we do. Real Producers not only connects the best of the best in real estate through storytelling, but also connects them with the local vendors they can trust with their business.

Seth ends his post with one simple question: “What could be better?”

If you ask us, the answer is nothing.