Meet the CREators: Jon Schultz


By Sarah Malcolm, COO of The Content Funnel

Our Meet the CREators series focuses on individuals in the commercial real estate space crushing social media and blogging. They are leaders not necessarily because of the number of likes, although their work often has a loyal following. To truly be a CREator means delivering consistent, creative content that dominates their niche.

Jonathan Schultz is a leading content creator who wears many hats. He’s the co-founder and Managing Principal of Onyx Equities, a real estate investor, an influencer, and a public speaker. With so many roles, you’d expect a diversified social presence. Perhaps fragmentation of accounts or a range of content styles and types. However, Schultz excels at delivering a consistent, unique style that unifies what he does. How?

#1. Visual Style

At a glance, you’ll notice the color choice. The imagery is black-and-white photography with yellow text overlay. The contrast pops. But if that doesn’t catch your eye, a second look at the featured images will.

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You might ask, “What could a floating whale possibly have to do with commercial real estate?” Well, Schultz’s image choices, while funny or poignant, are strangely relevant to what he writes. For reference, see the accompanying titles in canary yellow.

The second note about his visual style is its consistency. You know you’re on Jon Schultz’s work when you see it. The visual style carries through from Instagram to his Twitter profile image to his website. And why reinvent the wheel? The blog headers are reused on Instagram. He’s saving time and building a firm brand look.

#3. The Language

Headlines are a huge reason why people click-through to your content. Schultz is a master crafter. Some titles are quirky. See:

Even when his titles are fun or thought-provoking, they’re always clear on the content.

That’s how you sell your readers. Deliver clarity on content, and if possible, add a twist.

#3. The Topics

We talk in business a lot about finding your niche or servicing your niche. Schultz’s content falls generally into two categories. As a real estate investor, naturally, he’s going to share content about the space. Specifically, Schultz is a CRE tech influencer. Follow his Twitter to see thought-provoking content on the CRE tech space.

The goal with social content is to provide value to your audience. We talk a lot about using content as a way to lift others up. A second of Jon’s themes if around improvement on a personal level and in the physical spaces around us. His ideas on pushing your boundaries are inspiring and thoughtful. See “Riding the Flow & 4 Other Ways to Make Great Things Happen” or this Tweet about entrepreneurs struggling with anxiety.

See more from Jon Schultz

We recommend checking out and subscribing to Jonathan’s blog for the latest content. He offers resources helpful to CRE professionals at all stage of their careers. You can follow his Instagram StreetSchultz or on Twitter.

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Lauren LealComment