Outsized Advantage

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Content and Lead Generation 

This business started off as a simple side hustle to my marketing job. 18 months later, it had grown into a LinkedIn Ghostwriting agency with over 20 active clients. But the workload, coupled with a lack of passion for the service I was providing, led me to burnout. In 2025, I re-aligned my business to focus on what I enjoyed most, working with a small pool of founders looking to implement a social media marketing funnel to help scale their service-based business fast.

Founder

Chris Donnelly Ltd

I managed the written content for Chris Donnelly’s personal brand.

My duties included:

A) Growing his accounts
B) Writing his email campaigns
C) Promoting his online services

Some of my biggest achievements during this time:

1. Growing his LinkedIn to 850,000 followers. 
2. Selling out his $5000 per person cohort twice.
3. Scaling his email list past the 150,000 subscriber mark.

Duties were handed over to his creative agency upon my departure.

Personal Brand Executive 

Social Advantage

I worked closely with the CEO to provide a high-quality lead generation and growth service to 25 + business owners using social media, email marketing and community building.

Social Media Manager

I help founders grow and monetise their personal brands

In early 2024, I started working for Chris Donnelly.

Together with the team, we launched and sold out his coaching cohort twice.
Whilst simultaneously growing his LinkedIn following by over 300,000.

This taught me how to:

- Create LinkedIn marketing funnels
- Write authentic high-performing content
- Combine them to generate loads of leads

I used this system to launch my own digital service:

- I booked 50 calls in 90 days
- My following grew past 20,000
- I hit £10k/month revenue in month 3

Now I help implement this system for other founders.
Who are looking to grow and monetise their personal brands

Take for example, my real estate client:

🔵 0 → 15,000 LinkedIn followers
🔵 Closed over $124,000 in transactions

My business coach, client:

🔵 10,000 → 20,000 followers
🔵 5 clients signed by the end of month 2. 

If you're ready to take the next step in scaling your business.

Book a call here with me here: https://calendly.com/blake-shq/outsized-advantage
(Or use the button at the top of my page/in my featured section)

The CRE Virtual Summit is live!

Lots of promotion and time went into this one.

The Massimo team really went hard behind the scenes too.

Feels great to have been a very small part of the biggest event in the history of the industry. 

Looking forward to seeing long time client Ron Koenigsberg, speak in 1 hour's time.

Who else is tuned in right now? 

 #MassimoGlobal

Blake Weston

Helping CRE brokers build their LinkedIn presence | Become the go-to broker in your niche | DM me “Broker” to learn more.

Ryan Serhant dominates residential real estate.

All because he chose the opposite path from his peers.

While every other residential broker ignored social.
He built an online presence that changed his life.

→ He showed his work
→ He built trust on a mass scale
→ He became the name people remembered

And that gap still exists in commercial real estate. 

There is no single broker who has taken over LinkedIn.
That means the benefits of the broker who will is 10x.

Take my client Ron Koenigsberg.

We started building his LinkedIn presence two years ago.
When we started he had zero following or presence. 

Now he speaks at the leading industry events.
The CRE Summit and Massimocon, to name a few.

He leads the way on LinkedIn with the strongest numbers in the space.

Because he took advantage of a gap most brokers still ignore.
The opportunity is there for anyone willing to take the risk.

My advice?

A) Start posting consistently 4-6 times per week
B) Spend 30 mins per day building your network

People will start to take notice.

And that’s where the opportunities begin.

In 2024 I thought i’d landed my “dream job”

- Flexible working hours
- Learning from industry leaders
- Working almost completely remotely
- Decent pay packet at the end on the month

But looking back I was absolutely miserable. 

- I was working 7 days per week 50+ hour weeks
- The day-to-day pressure was crushing me
- I sacrificed my personal life for work
- I was always detached and moody

When I decided to quit after 6 months everybody told me it was a bad idea.

To sacrifice such a great job to start a risky online business. 

Fast forward and it’s the best decision I’ve ever made:

1. I’ve out earned that pay-check every single month since leaving

I use to limit my earning potential because I thought I was too young. But since starting my own business i’ve learnt that your earning potential is whatever you want it to be. 

2. I’ve had complete freedom with my time and location

Flexible working is just the same thing as being a free range chicken, it’s only flexible to a certain extent. When you are your own boss you are truly free to work whenever and wherever you want.

3. I’m happier and more present than ever

Hearing the words “you are never present” was a low-point for me. No work is important enough for you to sacrifice the time you spend with your loved ones. Build a career that complements your lifestyle, not one that controls it.

I wish i’d seen a post like this one year ago.

Hopefully it helps someone in a similar positon!

Helping CRE brokers build their LinkedIn presence | Become the go-to broker in your niche | 50+ clients worked with

When I first met Ron Koenigsberg, he had ZERO LinkedIn presence.

Yesterday, he spoke at the world's biggest ever CRE event.

Almost 2 years ago, we posted for the first time:

- The posts started to gain attention and traction
- Traction led to many great podcast appearances
- Podcasts led to speaking on stage for the first time

Speaking on stage last year led to Ron earning a speaker slot at the Global CRE Summit.

Hosted by The Massimo Group and broadcast live from Vegas.

Not only that, but we have also:

- Grown his account past 20,000 followers
- Reached over 5,000,000 people through his content
- Made him the go-to broker in the Long Island commercial market

If you’re ready to transform your LinkedIn presence like this.

And become the go-to broker in your niche.

DM me the word “Broker” to learn more.

P.S Congrats Ron on your amazing speech! Who else tuned in?

Niching down my business never made any sense to me.

I assumed smaller target market meant less possible clients.

That was until things changed this year:

- Personal struggles meant I lost momentum
- I went from record months to a dry pipeline
- All of a sudden I was back to square one

Inbound leads seemed to dry up completely for me. 

That was until I decided to niche my services last month.

Since I made that decision:

- The most active pipeline i’ve had in 12 months
- Inbound leads are beginning to show up again
- On track towards record months in Q1

The biggest change i’ve noticed is with outreach.

I always struggled with outreach it never clicked.

Because I just messaged any old business owner.

But now i’m talking to a target market that:

- Have pain points and desires I truly understand
- And that I have a genuine interest in working with

Outreach is now my most effective tool.

The biggest takeaway for others?

Niching isn’t about shrinking your target market.

It’s about finally speaking to the people who need you most.

Don’t be afraid to give it a try.

90% of CRE brokers share a common goal:

To become the 'go-to broker' in their niche.

Getting there isn’t an easy task.
There are no shortcuts or hacks.

But there are tools that can speed up the process.

Your LinkedIn presence is one of those tools.

Here’s exactly how it helps:

1. You stay front of mind

Posting consistent and quality content is key.
It keeps you visible to your target audience.

When you post the right content frequently.
They begin to associate you with value.

So when it’s time to buy, sell, or invest, you’re the first name they think of.

2. You grow your network

Great content naturally builds an audience. 
But it's the outbound efforts that drive results. 

Think connection requests, comments and engagement. 
That’s how you expand your reach to specific audiences. 

Once you bring those individuals into your orbit.

It's only a matter of time before they reach out.

3. You build trust

A strong LinkedIn presence works like social proof.
People can see your expertise before you even speak to them.

And when new contacts look you up after meeting in person.
Your profile and content instantly reinforce your credibility.

It's an asset that 99% of your competition do not have.

So if you’re wondering how to get the edge.

And finally become the go-to broker in your market.

Start by building your LinkedIn presence.

You won’t regret it.

Most CRE brokers think LinkedIn just won't work for them.

Yet they could easily be reaching 100,000+ people per week. 

The truth is LinkedIn is the perfect place for becoming the go-to broker in your market.

To get started you need to STOP doing these things:

- Using Chat GPT to create your captions and images
- Posting randomly with no clear strategy
- Constantly asking for sales or clicks

These 3 mistakes are super common in the CRE industry.

Brokers lack time the time to learn how to create quality content.

But they understand the importance of LinkedIn and post anyway.

The result is content and a profile that struggle to gain any real traction.

If you want to start taking LinkedIn seriously.

Simply do this:

1. Post a minimum of 3 times per week
2. Provide value with almost every post
3. Respond to your comment section
4. Send daily connection requests

That’s the simplest way to get started.

And start seeing results.

Try it out.

I’ve built a business around my LinkedIn personal brand.

Yet my first post got 7 likes and 2 comments.

When I started, I had:

- Zero understanding of how to write content.
- Zero presence across all social media.
- Zero industry connections.

Fast forward a couple years of consistent(ish) posting:

- 25,000 followers (almost)
- £100,000+ generated through content
- Completely changed my career trajectory

The craziest part?

My first post was less than two years ago.

December 11th 2023 to be exact.

If I can go from marketing assistant to £100k+ by building my presence.

Imagine what an already established CRE broker could do.

2x, 5x even 10x their business?

The only way to find out is to start.

I’ve been working with Rod Santomassimo for 3 months.

In 90 days we have generated 503,847 post views.

Here’s exactly how we did it:

Rod owns the industry leading CRE coaching business.

He came to me because his account was underperforming. 

Despite posting on a daily basis…

- Content was random and lacked real strategy
- Engagement and impressions were inconsistent
- He was not positioned as the go-to person in his niche

That’s when I got to work on his LinkedIn account…

- Rebranded his account for better positioning
- Implemented a consistent and clear content strategy
- Began testing new styles of content to improve engagement

90 days later and we have…

- Generated 500,000+ post impressions
- Increased average post engagement by 98%
- Increased monthly new follower gain from 187 to 670

If you’re ready to transform your LinkedIn presence like this.

And become the go-to broker in your niche. 

DM me the word “Broker” to learn more.

One of the most common questions I hear from CRE brokers is…

What would I even talk about in my LinkedIn posts?

Truth is most people find their own lives uninteresting. 
No matter their level of success or cool life experiences. 

That’s because it’s too familiar to them.

But for other people that’s exactly what they are looking for.

A relatable individual with their own experiences and opinions.

Here’s the content strategy I use with my broker clients.
And what we talk about for each type of post:

1. Top of Funnel Posts (Personal Experiences) 

- Lessons from your journey in business
- Daily habits that are driving your growth
- Mindset shifts that changed the way you operate
- Behind-the-scenes routines that might help others too
- Challenges you’re navigating and how you plan to overcome them

2. Middle of Funnel Posts (Ideal Client Painpoints) 

- Common client frustrations
- Hidden risks or challenges they overlook
- How to overcome the fears they won’t admit
- How to achieve the desired outcomes they crave

3. Bottom of Funnel Posts (Case Studies/Social Proof)

- Case studies that show your wins
- Testimonials that build trust with others

The reality is you don’t have to be:

- The most interesting broker
- The most successful broker
- The most in-demand broker

To build a LinkedIn presence that works for you. 

You just have to be willing to share your experiences and knowledge.

Whilst your competition remain in the shadows.

Most brokers think you need viral content to grow a large following.

But growing a strong network is as simple as 10 minutes per day. 

Instead, try this:

- Turn up every day
- Use the sales navigator tool
- Send 30-40 connection requests
- Grow a steady following and stay niched

That’s the exact strategy I’m using for my clients.
Helping them grow by 500-1000 followers per month.

In this video, I’m breaking down exactly how to use Sales Navigator to:

A) Grow your LinkedIn presence
B) And reach more prospects in your niche

Watch the video for the full breakdown.

P.S Have a great Thanksgiving everyone!

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