<![CDATA[The Playbook]]>Most agents don't have a business. They have a job that pays them only when they're the one doing the work.

The Playbook is where that changes. Hosted by Robert Cedeno, CEO of Cedeno Group, this show pulls back the curtain on what it actually takes to build a real estate business that runs on systems instead of hustle. Every week Robert and his team break down the plays that move the needle: social media that generates real leads instead of vanity likes, the market data that tells you what's coming before your competition sees it, the systems that let you scale past yourself, and the leverage that turns a solo agent into an operation.

No fluff. No motivational filler. Just the tactics, tools, and hard conversations that separate agents who survive from agents who build something.

If you're tired of chasing the next deal and ready to build the machine that brings deals to you, this is your playbook.

]]>https://linkinbio.transactions-d6e.workers.dev/?utm_source=ig&utm_medium=social&utm_content=link_in_bio&fbclid=PAZXh0bgNhZW0CMTEAc3J0YwZhcHBfaWQPOTM2NjE5NzQzMzkyNDU5AAGnDc10OrbXWqz9soNGVLEQNNLD4kA1mnuI1_sJZeFHxHqL2a7d9tir_hM4D6M_aem_ZHR_VXjpGsaYUIMf1P0PAwRiverside.fm (https://riverside.com)Thu, 15 Oct 2026 17:14:50 GMTMon, 13 Jul 2026 22:27:55 GMT60Robert Cedeno<p>Most agents don't have a business. They have a job that pays them only when they're the one doing the work.</p><p>The Playbook is where that changes. Hosted by Robert Cedeno, CEO of Cedeno Group, this show pulls back the curtain on what it actually takes to build a real estate business that runs on systems instead of hustle. Every week Robert and his team break down the plays that move the needle: social media that generates real leads instead of vanity likes, the market data that tells you what's coming before your competition sees it, the systems that let you scale past yourself, and the leverage that turns a solo agent into an operation.</p><p>No fluff. No motivational filler. Just the tactics, tools, and hard conversations that separate agents who survive from agents who build something.</p><p>If you're tired of chasing the next deal and ready to build the machine that brings deals to you, this is your playbook.</p>episodicRobert Cedenorobertcedeno52@gmail.comno<![CDATA[The 4% Listing Agent]]>Gabe Mendez charges 4 percent on the listing side and averages around $35,000 per listing check. In this episode of The Playbook, he opens his entire listing playbook, starting with the move most agents would never make: emailing the full presentation, marketing plan, and net sheet to the seller two days before the appointment.

The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Each episode shows real estate agents how to build a brand, generate leads on social media, and convert them into closed deals.

Gabe runs a team in San Diego with six admin staff and four sales agents. He has been in the business since 2012, coached with Tom Ferry, Mike Ferry, Brian Buffini, and David Keesey, and rebuilt his social media from buyer content to seller content in 2021.

What we cover:

  • Why listing agents get treated differently and how Gabe built a buyer base first, then made the switch
  • The content shift that cost him buyer leads in the short term and brought in listings long term
  • Seller keywords that attract listings: 1031 exchanges, contingent sales, HELOCs, refinances
  • Three pieces of content from a single listing before it ever hits the market
  • The five to seven pre-qualifying questions to ask a seller on the first call
  • Why he emails the entire pre-listing packet 48 hours in advance and the closing question he asks the day before
  • How to surface objections on the phone instead of getting ambushed at the kitchen table
  • Showing up early, knocking one minute before, reading the room, and the small habits that build real character

Great for real estate agents who want more listings, better presentations, and a business that runs on sellers instead of chasing buyers.

The Playbook. Hosted by Robert Cedeno, Southern California. Guest: Gabe Mendez.

]]>30dd264a-6069-4e28-b8d3-a0a5c7f7cb78Wed, 26 Aug 2026 20:44:50 GMT<p>Gabe Mendez charges 4 percent on the listing side and averages around $35,000 per listing check. In this episode of The Playbook, he opens his entire listing playbook, starting with the move most agents would never make: emailing the full presentation, marketing plan, and net sheet to the seller two days before the appointment.</p><p>The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Each episode shows real estate agents how to build a brand, generate leads on social media, and convert them into closed deals.</p><p>Gabe runs a team in San Diego with six admin staff and four sales agents. He has been in the business since 2012, coached with Tom Ferry, Mike Ferry, Brian Buffini, and David Keesey, and rebuilt his social media from buyer content to seller content in 2021.</p><p>What we cover:</p><ul><li>Why listing agents get treated differently and how Gabe built a buyer base first, then made the switch</li><li>The content shift that cost him buyer leads in the short term and brought in listings long term</li><li>Seller keywords that attract listings: 1031 exchanges, contingent sales, HELOCs, refinances</li><li>Three pieces of content from a single listing before it ever hits the market</li><li>The five to seven pre-qualifying questions to ask a seller on the first call</li><li>Why he emails the entire pre-listing packet 48 hours in advance and the closing question he asks the day before</li><li>How to surface objections on the phone instead of getting ambushed at the kitchen table</li><li>Showing up early, knocking one minute before, reading the room, and the small habits that build real character</li></ul><p>Great for real estate agents who want more listings, better presentations, and a business that runs on sellers instead of chasing buyers.</p><p>The Playbook. Hosted by Robert Cedeno, Southern California. Guest: Gabe Mendez.</p>no00:45:2114The 4% Listing Agentfull<![CDATA[Just Okay Will Make You Rich, Perfect Will Make You Broke]]>Jonathan Hernandez gets 95 percent of his business from social media. In this episode of The Playbook, he breaks down the mindset and the systems behind it, including the $15,000 coaching line that changed how he posts: just okay will make you rich, perfect will make you broke.

The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Each episode shows real estate agents how to generate leads on social media, build a personal brand, and convert views into closed deals.

Jonathan is a Marine Corps veteran, a father of five, and a top producing agent in the Menifee and Temecula area of Riverside County, California. He started on YouTube, shifted into short form video, and built a business where almost every client comes from content.

What we cover:

  • Real estate YouTube versus short form video and which one a new agent should start with
  • YouTube SEO for realtors, keyword research, and how Jonathan sounds like a local market expert without violating fair housing laws
  • How Jonathan got his first lead in 27 days of posting short form video
  • The content shift that took him from 18,000 to 28,000 followers in one month
  • Why he stopped chasing views and how a 3,000 view video can out earn a 4 million view video
  • Location and community content that attracts sellers, not just buyers, and how it moved his business to 40 percent listings
  • Jonathan's exact Instagram DM to appointment process: vague info, open ended question, five exchanges, phone number, Zoom consult, lender, in person meeting
  • Batching a month of real estate content in two mornings while raising five kids
  • Disclaimers, haters, and why being wrong online is not the risk agents think it is

Great for new real estate agents, part time realtors going full time, and anyone building a real estate YouTube channel or Instagram page in Southern California and beyond.

The Playbook. Hosted by Robert Cedeno, Southern California. Guest: Jonathan Hernandez.

]]>f3562e15-5cf0-40ef-b91d-6380d62b488cWed, 19 Aug 2026 14:00:00 GMT<p>Jonathan Hernandez gets 95 percent of his business from social media. In this episode of The Playbook, he breaks down the mindset and the systems behind it, including the $15,000 coaching line that changed how he posts: just okay will make you rich, perfect will make you broke.</p><p>The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Each episode shows real estate agents how to generate leads on social media, build a personal brand, and convert views into closed deals.</p><p>Jonathan is a Marine Corps veteran, a father of five, and a top producing agent in the Menifee and Temecula area of Riverside County, California. He started on YouTube, shifted into short form video, and built a business where almost every client comes from content.</p><p>What we cover:</p><ul><li>Real estate YouTube versus short form video and which one a new agent should start with</li><li>YouTube SEO for realtors, keyword research, and how Jonathan sounds like a local market expert without violating fair housing laws</li><li>How Jonathan got his first lead in 27 days of posting short form video</li><li>The content shift that took him from 18,000 to 28,000 followers in one month</li><li>Why he stopped chasing views and how a 3,000 view video can out earn a 4 million view video</li><li>Location and community content that attracts sellers, not just buyers, and how it moved his business to 40 percent listings</li><li>Jonathan's exact Instagram DM to appointment process: vague info, open ended question, five exchanges, phone number, Zoom consult, lender, in person meeting</li><li>Batching a month of real estate content in two mornings while raising five kids</li><li>Disclaimers, haters, and why being wrong online is not the risk agents think it is</li></ul><p>Great for new real estate agents, part time realtors going full time, and anyone building a real estate YouTube channel or Instagram page in Southern California and beyond.</p><p>The Playbook. Hosted by Robert Cedeno, Southern California. Guest: Jonathan Hernandez.</p>no00:42:5712Just Okay Will Make You Rich, Perfect Will Make You Brokefull<![CDATA[Stop Setting Meetings To Set Meetings]]>The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Every episode breaks down how real estate agents build a business through social media marketing, lead generation, and systems that actually convert.

In this episode, Robert sits down with Rich Pobre, a Marine Corps veteran and real estate team leader in Las Vegas, Nevada, who has done $30 million closed and pending in the first half of the year, roughly 60 to 70 transactions, with zero dollars spent on ads.

What we cover:

  • How to get real estate leads from Instagram, TikTok, and YouTube without paying for ads
  • Why he traded cold calling for home tour videos and what content leverage really means
  • The real estate KPIs he tracks weekly and the vanity metrics he ignores
  • Building a 90 day business plan instead of a yearly goal
  • The financial roadmap analysis every buyer client goes through
  • How to three way call a client straight to the lender and stop losing leads in follow up
  • The renter audit that fills your pipeline with people you already know
  • Identity, environment, and the mindset shift behind real estate team growth

Perfect for new real estate agents, solo realtors, and team leaders who want more listings, more buyer appointments, and a real estate business built on social media instead of ad spend.

The Playbook. Hosted by Robert Cedeno, Southern California.

]]>add90c1c-a388-4dcb-bb3a-0f4975117385Wed, 02 Sep 2026 15:00:00 GMT<p>The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Every episode breaks down how real estate agents build a business through social media marketing, lead generation, and systems that actually convert.</p><p></p><p>In this episode, Robert sits down with Rich Pobre, a Marine Corps veteran and real estate team leader in Las Vegas, Nevada, who has done $30 million closed and pending in the first half of the year, roughly 60 to 70 transactions, with zero dollars spent on ads.</p><p>What we cover:</p><ul><li>How to get real estate leads from Instagram, TikTok, and YouTube without paying for ads</li><li>Why he traded cold calling for home tour videos and what content leverage really means</li><li>The real estate KPIs he tracks weekly and the vanity metrics he ignores</li><li>Building a 90 day business plan instead of a yearly goal</li><li>The financial roadmap analysis every buyer client goes through</li><li>How to three way call a client straight to the lender and stop losing leads in follow up</li><li>The renter audit that fills your pipeline with people you already know</li><li>Identity, environment, and the mindset shift behind real estate team growth</li></ul><p>Perfect for new real estate agents, solo realtors, and team leaders who want more listings, more buyer appointments, and a real estate business built on social media instead of ad spend.</p><p></p><p>The Playbook. Hosted by Robert Cedeno, Southern California.</p>no00:26:0913Stop Setting Meetings To Set Meetingsfull<![CDATA[Build A Brand Nobody Can Take]]>The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Each episode shows real estate agents how to build a personal brand, generate leads on social media, and grow a team.

In this episode, Robert talks with Monica Singer of Singer Realty Group, a Los Angeles area real estate team leader and one of the biggest agent attractors at Realty of America with a downline of around 250 agents.

What we cover:

  • How to build a real estate personal brand before you have a team
  • Six months of door knocking and cold calling with zero closings, and why it saved her career
  • The $1.3 million Corona Del Mar condo that came from one raw, unedited open house video
  • Her daily Instagram DM strategy: 15 messages to agents, 15 to new followers, and the open ended question that sets appointments
  • Brand page versus home tour page and which one a new agent should build first
  • Real estate agent attraction, revenue share, and how she recruits without chasing
  • The truth about profitability, payroll, and the years of paycheck to paycheck behind the growth
  • How to know when you have outgrown your circle

Great for new realtors, stay at home parents entering real estate, agents building an Instagram or TikTok presence, and team leaders focused on recruiting and retention.

The Playbook. Hosted by Robert Cedeno, Southern California.

]]>21703e21-1786-4aa9-9e0f-fb7c914ca666Thu, 06 Aug 2026 15:05:41 GMT<p>The Playbook is a real estate podcast for realtors, filmed in Southern California with host Robert Cedeno of the Cedeno Group, serving Los Angeles, Orange County, and the Inland Empire. Each episode shows real estate agents how to build a personal brand, generate leads on social media, and grow a team.</p><p></p><p>In this episode, Robert talks with Monica Singer of Singer Realty Group, a Los Angeles area real estate team leader and one of the biggest agent attractors at Realty of America with a downline of around 250 agents.</p><p>What we cover:</p><ul><li>How to build a real estate personal brand before you have a team</li><li>Six months of door knocking and cold calling with zero closings, and why it saved her career</li><li>The $1.3 million Corona Del Mar condo that came from one raw, unedited open house video</li><li>Her daily Instagram DM strategy: 15 messages to agents, 15 to new followers, and the open ended question that sets appointments</li><li>Brand page versus home tour page and which one a new agent should build first</li><li>Real estate agent attraction, revenue share, and how she recruits without chasing</li><li>The truth about profitability, payroll, and the years of paycheck to paycheck behind the growth</li><li>How to know when you have outgrown your circle</li></ul><p>Great for new realtors, stay at home parents entering real estate, agents building an Instagram or TikTok presence, and team leaders focused on recruiting and retention.</p><p></p><p>The Playbook. Hosted by Robert Cedeno, Southern California.</p>no00:33:3311Build A Brand Nobody Can Takefull