Jonathan Mitchell
The headline
Since the optimization sprint started on August 15, both channels have been narrowing onto the audience that actually matters to the business: investors and San Diego homeowners in the United States.
- LinkedIn impressions are up 407% and engagement is up 600% over the last two weeks compared to the two weeks prior.
- YouTube’s international noise (Philippines, Iran, and other off-target markets) has dropped out of the new-subscriber mix — 63% of new subs are now US-based.
- LinkedIn is now reaching real estate and construction professionals concentrated in Los Angeles, San Diego, and the Bay Area.
- The new Skip the Lines LinkedIn newsletter has picked up 860 subscribers across three editions.
YouTube
@skipthelinespod · Aug 15–31, 2026Top performing videos this period
New subscribers by country tracked markets
Of 49 net-new subscribers, 31 (63%) are attributed to the US. The remaining 18 fall below YouTube’s per-country reporting threshold rather than being concentrated in any single market — a sharp change from the previously US-Philippines-Iran-mixed pattern.
- Views and subscriber growth skewed heavily international
- Meaningful traffic from the Philippines, Iran, and other markets outside the investor/homeowner target
- Generic descriptions, tags, and boilerplate not optimized for a US audience
- Channel banner and metadata unaligned with the San Diego investor positioning
Reflects prior-period reporting; this export doesn’t include a pre-Aug 15 geography breakdown for a direct side-by-side.
- 0 tracked new subscribers from AU, BR, CA, DE, GB, ID, IN, KR, MX, PH, or ZA — the previously-visible off-target countries have fallen out of the top list entirely
- US is the clear plurality of new subscribers at 63%
- Descriptions, tags, and default boilerplate cleaned up and rewritten for US search intent
- Channel banner updated; 1–2 episodes/week now being repurposed into shorts and clips
Where we’re pushing next
Current subscriber geography validates the US pivot. Next targeting layer: California (already leading via San Diego), then New York, Florida, and Texas — all three already show up as engaged pockets on LinkedIn and are natural expansion markets for investor/JV content.
Episodes repurposed this cycle
- ▸Sitting on Cash? It’s Cannibalizing Your Fund. Here’s Why.
- ▸The Real Difference Between Top Agents and Everyone Else
- ▸From Door Knocking to Multi-Million Dollar Deals — Melissa’s Real Estate Story
Part of the 1–2 episodes/week repurposing cadence into shorts and social clips.
Compares the Aug 19–Sep 1 window above against the preceding two weeks, per prior-period reporting.
Daily impressions vs. engagements
Follower & content geography
Blue = who follows Jonathan · Gold = who actually engages with his posts. San Diego over-indexes on engagement relative to follow — the content is resonating with the exact local audience it’s built for.
Top posts this period
Newsletter
Skip the Lines · LinkedIn3 editions published so far. Nearly the entire subscriber base (858 of 860) was added in just the past 14 days — this is a brand-new, fast-building list.
Past 14 days
Growth was concentrated around the mid-window editions (roughly Aug 23–27), consistent with a publish-day subscribe spike rather than steady organic drift. Good sign for edition-day promotion on LinkedIn and in the podcast CTA.
Content calendar
Managed in AsanaSocial media calendar
Every piece we publish across YouTube, LinkedIn, and the newsletter is planned and tracked on a single shared calendar, so nothing goes out ad hoc and every format is pulling its weight toward brand outreach and recall.
Format mix
- ▸Long-form videos — episode depth for search and authority
- ▸Shorts — daily reach and discovery
- ▸Infographics — data-first credibility, easy to save and share
- ▸Carousels — swipeable storytelling for LinkedIn and Instagram
- ▸Newsletter editions — owned-channel depth and inbox recall
Deliberately mixed so the audience meets Jonathan in whatever format they engage with most — repetition across formats is what builds recall.
Next steps
Requested from Jonathan
- Book professionally shot headshots for the personal brand site and profile refresh.Jonathan
- Shoot video content per the content plan.Jonathan
- Secure a domain for the personal brand site — proposing something in the direction of jonathanmitchellre.com.Jonathan
- Grant Delegate Access to vikram.jethwani@marcom18.com so we can manage the new site and continue the buildout.Jonathan
From BrandMastery360
- Continue cleaning descriptions, tags, and boilerplate across the back catalog for US search intent.Us
- Keep repurposing 1–2 episodes/week into shorts and social clips.Us
- Build out the personal brand website once domain and delegate access are confirmed.Us
- Layer New York, Florida, and Texas targeting into the content and hashtag strategy.Us