How Premier Home Team Turned an Operations Lead Into the Owner of an In-House Content Engine in Nine Months

Premier Home Team’s Endless Customers Journey

Robin Martin has been a real estate agent since 2019 and started Premier Home Team in 2020. Today the team includes about 15 agents and six full-time administrators serving Philadelphia and the surrounding area.

The business was growing, but marketing didn’t have a home.

As Robin put it:

“It was everyone’s job, which meant it was no one’s job.”

Robin also wanted to balance where the team’s business came from, rather than relying so heavily on outside lead sources. Then he heard Marcus Sheridan speak about how quickly AI was changing the way buyers research and decide.

He described it as a turning point:

“I kind of had a light bulb moment that we were relatively ill equipped for the future as it was coming.”

He decided to implement the Endless Customers System™ with coaching and accountability from IMPACT, and to give marketing a dedicated owner inside the business.

Finding the right owner

Instead of hiring an outside AI or marketing specialist, Robin looked inside his own team. Tori Salman had been with Premier since November 2020, starting as Robin’s assistant and eventually running the operations side of the business.

She already understood the team’s agents, its clients, and how the business actually worked. Robin made the investment more manageable by shifting some of Tori’s existing responsibilities to other staff and redirecting budget from other kinds of marketing.

Tori admitted her first reaction was that it sounded like a lot of work. But she was also excited to build something that could bring in more business for the team’s agents.

How they implemented

With coaching from IMPACT’s Allison Belles and Mandy York, Premier Home Team:

• Gave marketing a clear owner, with Tori leading content as head of marketing alongside her operations responsibilities.

• Started with assignment selling, building a suite of articles and videos agents can share with buyers and sellers, then moving into The Big 5™ topics, especially pricing.

• Turned agents into subject matter experts, interviewing them on the questions clients actually ask so every article reflects the team’s real experience.

• Built an AI-assisted workflow using Claude, Google Workspace, Notion, and SEMrush that handles keyword research, interview scheduling, first drafts, and video scripts, with a human checkpoint at every major step.

• Brought video into the same system, so the team’s videographer and video editor can see every piece of content from ideation to publishing.

Results

In roughly nine months, Robin and Tori described a team that now runs marketing very differently:

• A real owner for marketing: what used to be no one’s job now has a dedicated leader, clear priorities, and KPIs.

• An in-house content engine: Tori went from using AI as a search engine to running an end-to-end workflow that moves topics from idea to published article and video.

• Content in the team’s own voice: every piece starts with an interview with one of Premier’s agents, and Tori edits every draft before it goes out.

• More capacity: Tori often moves three or four topics through scheduling in a single focused block, freeing time for website improvements, search visibility work, and operations.

• Full visibility for the whole team: Robin, the videographer, and the video editor can all see where every piece of content stands.

Robin described the difference that visibility makes:

“Everyone can see where everything is, from ideation all the way to publishing.”

Why coaching mattered

Before working with IMPACT, Robin said marketing wasn’t something the team had KPIs for or handled in a professional manner. Coaching gave the work structure, priorities, and someone to learn from.

Tori described what that support has looked like:

“Everyone’s been so supportive and really just guiding us step by step. It’s made it a lot easier than it would have been if we were trying to do it on our own, for sure.”

Her AI workflow grew directly out of a coaching session. Tori had started using AI to help draft articles. When she brought that to a session with her coach, Mandy York, they mapped out where else AI could help. Tori took those ideas and built far more than they had planned.

What’s next

Premier Home Team is still early in its journey, and its plan forward is clear:

• Keep publishing answers to the questions buyers and sellers ask, especially around pricing

• Keep expanding the workflow as AI capabilities change

• Keep bringing more agents into video and assignment selling

• Eventually bring on a dedicated content owner so Tori can focus on the system itself

Tori’s advice for other teams:

“Take the leap and give it a try. But stay really present and involved.”

Want results like this in your business?

If marketing is everyone’s job in your business, which means it’s no one’s, Premier Home Team’s story shows you don’t need to hire an outside expert to get started. You need the right owner, a system they can run, and the coaching to keep it moving.

Curious where your business stands today? Take the free Instant Diagnostic to see how buyers and AI see you, or schedule time to talk with our team about what the Endless Customers Coaching Program could look like for you.