How to Become the “Digital Mayor” of Your Town

What does it actually mean to become the “digital mayor” of your town?

In a recent episode of The Video Lab Show, I sat down with Albert, founder of Move to Sioux Falls, to talk about how he’s using video content to grow his real estate business and build real influence in the community. And here’s the thing—he’s not doing it with flashy production or gimmicks.

He’s doing it with consistency, strategy, and a genuine love for Sioux Falls.

Below are some of the biggest takeaways from our conversation.

Lead with Education, Not Ego

Albert didn’t get into video to show off homes.

He got into video because he realized there was a gap in real estate education. Buyers and sellers often get one meeting with an agent and are expected to make major financial decisions after that. So instead of just pitching listings, Albert started creating content that walks people through the process.

He’s even publishing a 100-page book to help first-time buyers, sellers, and investors understand what they’re stepping into.

The lesson? If you want trust, start by teaching. When you become the go-to educational resource in your niche, people don’t just see you—they rely on you.

“Zig Where Everyone Else Zags”

This was Albert’s mic-drop moment.

While other agents focused on traditional home tours and templated marketing from their brokerage, he chose a different lane. Instead of only showcasing properties, he highlights stories, businesses, schools, parks, and people within the community.

He asks a simple question:
Why would someone want to live here?

By focusing on the bigger picture—the culture, the community, the experience—he positioned himself as more than an agent. He became a guide.

If you’re creating content in a crowded space, look for the angle others are ignoring.

Master One Platform First

Albert didn’t try to dominate every platform at once.

He started with Instagram. He studied it. Tested it. Broke it. Learned it. He paid attention to trending audio, captions, hashtags, and platform nuances before expanding outward.

He also built a simple but powerful system: a monthly spreadsheet. Every post is mapped out by day, category, caption, and even trending audio. Early on, he used ChatGPT for rough drafts, then refined the messaging to match his voice.

The takeaway? Don’t chase every platform. Get good at one. Build momentum there. Then expand.

Track What Actually Matters

Views are nice. But saves and shares? That’s where the gold is.

Albert watches those metrics closely. If a post gets quick saves or shares, he knows it has traction. He also looks at follower vs. non-follower data to see if his content is reaching new audiences.

It’s not about going viral. It’s about being consistently visible in your market.

As he said, people regularly tell him, “I see you everywhere.”

That didn’t happen by accident.

Learn the Craft Before You Outsource It

One of the most practical pieces of advice Albert gave:
Don’t hire someone to run your content until you understand how it works yourself.

Editing takes time. Shooting takes time. Testing ideas takes time. He learned this firsthand before bringing on help.

When you understand the process, you can lead it better. And you won’t waste money outsourcing something you don’t fully grasp.

Final Thought: Just Start

Albert didn’t wait until it was perfect.

His early videos weren’t polished. But they were consistent. Over time, confidence grew. Systems improved. Content got sharper.

If you’re thinking about creating video for your business, here’s the simple takeaway:

Pick a platform. Teach what you know. Be consistent. And don’t be afraid to take a slightly different path than everyone else.

That’s how you become the digital mayor of your town.