In this episode, Katie chats with Amy Cotney, a top-producing agent from Auburn, Alabama, known for choosing authenticity over aesthetic in every part of her business. With 800,000 TikTok followers and over 60,000 fans on Instagram, Amy has built a loyal following by showing up consistently, embracing who she is, and leaning into content that connects through humor and heart. Forget cookie-cutter real estate branding—Amy proves that when you’re yourself, you’ll attract the right people and grow a thriving business in the process.
How Amy Built Her Business with Video and Social Media
When Amy entered real estate in a town where everyone already knew a realtor, she knew she had to stand out. So, she embraced video and started building her presence on social media. Her unique content, often more entertainment than real estate, helped her quickly rise into the top 25 out of 780 local agents. From the beginning, Amy focused on showing up consistently and choosing authenticity over trying to look perfect.
The Power of Entertaining Content
During COVID, Amy began creating TikToks—just for fun at first. One viral video later, and everything changed. Her playful, unscripted videos with her husband, often showing real life rather than real estate, struck a chord with viewers. Whether she’s dancing in the kitchen or delivering a hilarious real estate truth, Amy proves that entertaining content builds deep connections and opens doors to new opportunities.
Letting Your Personality Lead
Amy emphasizes that her brand works because it’s real. She doesn’t chase trends or try to appeal to everyone. Instead, she leans into her personality, uses bold outfits to grab attention, and focuses on staying ahead of the curve with her content. Her tribe knows exactly what they’re getting—and that trust turns into clients. Amy reminds us that your vibe attracts your tribe, and it’s okay if not everyone is your ideal client.
Leads, Referrals, and Real Results
Most of Amy’s business now comes from social media, including agent-to-agent referrals. Her high-energy, colorful brand attracts buyers and sellers who want a fun, creative, and trustworthy agent. She also uses Instagram to stay top of mind with her audience, adding subtle real estate touches to personal posts that showcase her lifestyle and keep her business front and center.
How to Get Comfortable on Camera
For agents who feel unsure about video, Amy offers clear advice: stop taking yourself so seriously. She believes too many people hold themselves back by worrying what others will think. Start small. You don’t have to be perfect or even be on camera at first—just show up consistently and find ways to bring value. As Amy says, authenticity over aesthetic always wins, especially with younger generations who crave realness and transparency.
Bonus Tips: Creating a Real Estate Brand That Sticks
Amy encourages agents to brand themselves intentionally. Your clients need to know who you are and why they should trust you. Be visible, be relatable, and be consistent. Whether you’re creating 15-second videos or writing a heartfelt Instagram caption, your goal is to stay top of mind and make real connections. Remember: being known is better than being perfect.
Connect with Amy Cotney
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Instagram: @sweethome.auburnal
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TikTok: @amybartoncotney
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Website: www.sweethomeauburnal.com
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Email: amybcotney@gmail.com
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