If you’ve been around Team Goché for a while, you know we’re all about keeping it real in real estate—no stuffy jargon, just straight talk and good vibes. But there’s a secret behind all those posts, blogs, and newsletters you see on our feed, and it’s our partnership with Numinous.
Recently, I hopped on Instagram Live with Prassede Kemp, the founder of Numinous and the strategic mind supporting my digital presence, to chat about how we keep our brand strong, true, and uniquely us. Here’s a peek behind the scenes of what it really takes to bring the Team Goché vibe to life online.
Why Personal Branding Matters (Even in Real Estate)
You know how people are always saying they want to be “authentic” online (social media or elsewhere)? Same. But figuring out what that means—especially when you’re in a people-centered business like real estate—can be tricky. For years, I worked on building and refining my voice, a very strong part of my branding, and Numinous has helped me maintain and amplify that from day one of our partnership.
For us, it’s not just about filling a feed; it’s about creating connections. “There’s a misconception that running a business means you need to be everywhere online,” Prassede shared in our live chat. “Our goal with Team Goché is to make sure you have a presence that feels sustainable, genuine, and in tune with who you are.”
Prassède and I work closely to make sure my branding reflects me—a mix of personality (my lifestyle, my politics—I don’t shy away from much!), straight talk, and a little Portland weirdness. For nearly a decade, I built my brand from the ground up, making it more than just selling houses. Now, with Numinous by my side, we’ve elevated that vision even further, sharing the stories, the process, and the heart behind each listing. As Prassède says, “Lauren’s brand isn’t just real estate; it’s a community, a lifestyle, and a connection.
Team Gochè’s Monthly Marketing Routine — Our Secret’s Revealed!
So, how do we actually pull it off? My team—Daisy and Maria—handle the essential behind-the-scenes work, keeping the business organized and running smoothly so I can focus on what I do best. I’m laying it all out—here’s the core of my digital marketing routine.
Each month, we have a routine. I sit down for an Instagram live (where I almost never come prepared, by the way) with a different local business. Usually in real estate, but sometimes just someone I think is an outstanding community member! One month, it’s a lender; the next, it might be the owner of a tuna company (IYKYK), one month a marketing maven like Prassède herself.
Once we’re done chatting, her team turns our conversation into a blog for my website, so it’s not just hanging out there on the grid—it’s part of a bigger story. I’ll give the draft a quick pass to make sure it sounds like me (and maybe add a few extra curse words), then up it goes for the world to see. We aim to post two blogs a month right now, and the other tends to be on a subject that is core to my business or answers questions that I commonly get asked by clients.
It’s not just IG Lives, either. Numinous helps us with newsletters, blogs, and social media that align with our goals, taking what I’ve already built, enhancing it, and lifting some of the marketing burden off my shoulders so I can concentrate on helping as many people as possible achieve housing security. Their support keeps our digital presence active and our web traffic steady, all while allowing me to stay focused on what truly matters (and keep my sanity).
One thing I’m especially grateful for is how Numinous helps me manage seasonal burnout. As a realtor, real estate happens in fits and starts and I’m often running on fumes. Numinous understands this cycle and proactively manages our pace with what we call our “seasonal burnout plan.” It’s designed to adjust our social media and content flow so I can stay connected with my audience—without overextending myself.
Their approach is anything but one-size-fits-all; it’s incredibly personalized and human. They ensure our unique voice comes through clearly, creating content that’s authentic, engaging, and aligned with what resonates with my clients. Their focus is on no-fluff, personality-driven content that feels like an extension of our real-life team. Most importantly, they prioritize my wellness and goals as a business owner. In their philosophy, I’m a business owner first—not an influencer or a content creator. My marketing should work for me, not the other way around.
Having Numinous by my side through both busy and burnout seasons makes all the difference. Consistent marketing is something most business owners rarely have the capacity to manage on their own, but Numinous steps in to keep everything running smoothly. They get that my goal isn’t just to post content but to build a sustainable, meaningful presence. To me, Numinous isn’t just a marketing partner; they’re a trusted ally, ensuring my marketing truly serves me, every step of the way.
Ready to see what we’re all about? Follow us on Instagram @laurengoche, Daisy (aka @housewitchpdx) and Maria (aka @hanhstayshome) and watch for our latest projects, listings, and a few more Instagram Lives. Because when it comes to real estate and social media, we’re just getting started.
Lessons from Hiring a Digital Marketing Team
If you’re a business owner wondering if you should get marketing help, here’s the truth: yes, it’s amazing, but it’s a process. Here are a few things I’ve learned along the way:
1. Give it Time: Finding your brand voice and tone isn’t a quick fix. The Numinous team and I went through a few drafts, lots of edits, and a couple of “no, I would never say that” moments. Now? They pretty much nail it every time.
2. Be Ready to Communicate: Think of this as a relationship. You’ve got to be ready to give feedback and have clear ideas of what feels right (or wrong) for you. Numinous gets my vibe now, but that didn’t happen without a lot of back-and-forth.
3. Consistency Really Is Key: For me, one of the biggest game-changers has been consistent posting, even if it sometimes feels repetitive. Repeating my key messages on Instagram, email, and my blog keeps me connected to my audience and lets potential clients get to know me before we even talk. That consistency has resulted in big increases in my overall business, especially during seasons where my colleagues report business slowing down.
As Prassede explained, “Branding is about more than attracting people—it’s about attracting the right people.” When people reach out after reading our content, they already know what they’re in for, which makes for a smoother, more meaningful client relationship for all.
Keeping Up With The Algorithm — NOT Your Job
Social media can feel like a game where the rules keep changing. Every platform has its own “rules,” and if you want to stay visible, you’re supposed to play along. But here’s the deal—for me, it’s not about beating the algorithm. It’s about showing up consistently because that’s what builds trust with my community and clients.
Over the years, Numinous has helped us build a library of evergreen content—blogs that answer client questions, break down what they can expect, and let our expertise shine. As Prassède says, “We’re educating people before they even pick up the phone.” Now, I get calls from clients who already know what we’re about, and they’re ready to get right to work. Some even tell me they’ve read EVERY single blog before reaching out, which means they already feel connected to our brand and values.
This approach has shifted things big-time. People come in informed, aligned, and ready, which means less time on the basics and more time doing what we do best. It’s not just about staying visible; it’s about creating real connections with clients who trust us from the start.
The Bottom Line
For Team Goché, working with Numinous isn’t just about having extra help; it’s about building a digital presence that feels like us—bold, genuine, and grounded. From blogs and newsletters to Instagram posts, every piece of content is crafted to reflect our brand.
I personally manage most of my Instagram, bringing my own voice, personality, and everyday insights directly to my followers. Numinous supports this by helping shape the overall strategy and stepping in for key educational posts, ensuring that everything we share is not only consistent but impactful. This partnership allows me to stay true to myself while giving our audience the thoughtful, well-rounded content they’ve come to expect.
If you’re looking for marketing help, find a team that understands your vision and can grow with you. For us, this partnership has been a game-changer—not just in sales but in creativity, connection, and clarity. It’s a journey, and I wouldn’t want to take it with anyone else.
