Matt Lionetti - Breaking the Mold
From selling sunglasses in the mall to selling million dollar homes with The Agency, Matt Lionetti has become an industry sensation by pushing the boundaries on real estate marketing.
Growing up in Toronto, Matt always had a passion for comedy and music. Matt ditched his job at Sunglass Hut (where he was a #1 salesman) and pursued his dreams in music where he played guitar in touring bands across the country. On the road, Matt started to take an interest in real estate sales after watching a few episodes of Million Dollar Listing.
“The industry really intrigued me, and I thought I had the personality to be successful.”
After six years, Matt decided it was time for a career change and got his real estate license. But, the first couple years were difficult as he tried to fit in a completely new industry. He wore clothes that he typically wouldn’t wear and marketed himself as someone he wasn’t. Quickly, Matt noticed he was losing his personality and knew he had to make a change.
“Everyone sounded the same and promoted their real estate business the same. Personal expression seemed to be non-existent in marketing. I said to myself, what can I do different? How will I stand out?”
Matt went to work rebranding himself and started posting comedy skits to promote his real estate business. He combined all of his passions in his marketing and leaned into his genuine personality. After making a few videos for his Instagram page, he knew it was going to be a success as the posts received overwhelming positive feedback.
“I started to say what everyone was thinking but was too afraid to say out loud.”
Matt’s hilarious videos made him stand out and attracted clients who wanted to work with someone they felt they already knew. As the skits started to become more and more popular, Matt continued to double down on his strategy and began posting funny music videos of popular songs to promote his listings and business. One of his most popular videos is Stan, a parody of the Eminem song where he portrays a desperate real estate agent who gets “ghosted” by a client.
Matt’s brilliant marketing caught the eyes of real estate celebrities including Ryan Serhant, Jordan Cohen, and The Broke Agent, who he has recently partnered with in producing the Over Ask Podcast. The podcast has gained tremendous popularity as the comedic duo hosts casual conversations with real estate titans including Maya Vander of Selling Sunset, Mauricio Umansky of The Agency, and Jason Pantana of Tom Ferry coaching. Not only has Matt’s content improved his real estate business, but it has recently landed him speaking roles at brokerages and conferences, including the Dippidi Deep Dive 2021 alongside Gary Vaynerchuck.