Stand Out from Other Real Estate Agents in Your Market
It doesn’t matter where you are in your real estate business, your number one priority is to seek the attention and provide value to buyers and sellers.
The key to getting the attention of prospects online is by being clear about who you’re trying to reach.
Creating one-size-fits-all marketing content is a common, yet dangerous trap that many agents fall into.
Relatability and empathy lie at the core of getting the attention.
Relevancy leads to trust
Do you want to know the fastest way to lose the attention of a potential client?
The fastest way to lose your audience’s attention is by making them feel like you aren’t the best person to help them.
It doesn’t matter if it’s real estate or selling software, understanding your audience will lead to growing and sustaining trust with your audience.
Let’s look at a common marketing mistake agents make when marketing to buyers.
Let’s say that you are sending out an email for first-time homebuyers, for example.
You recently went to a broker luncheon for a sending an email about a new subdivision going up with homes in the $600k- $900k range. Although your intentions were right with trying to keep your prospective buyers aware of new construction in the area, you risk alienating your first-time-homebuyers.
The same is true if you’re sending an email about a community in the lower $200Ks for luxury home buyers.
Everything you do online, whether it is an email, social media post, or Facebook Ad, needs to be created with a specific audience in mind.
The more relevant the message feels to the person on the receiving the more business you’ll generate.
Give your audience a reason to remember you
Do yourself a favor… observe the tactics and tone that 90% of the other agents use and do not do it.
If you poll everyone you meet and ask them how many Real Estate Agents they know, they’ll say they know at least two.
If you want to stand out in your market then you need to be able to answer the following question in a straightforward and compelling way.
“Why should I choose you?”
Consider the challenges that your buyers and sellers face when choosing an agent and leverage your strengths as an agent to help them overcome those issues.
Also, don’t be afraid to ask your current and past clients what they like about you the most? Is it your market knowledge? Your ability to negotiate and get the best deals? Your people skills?
Sidenote: Check out this week’s LinkedIn Blog In A Minute about How to help your real estate listing stand out. Blog In A Minute is our exclusive LinkedIn blog where we discuss topics every other week that are helpful for growing your brand online.
Be a resource that your audience can turn to
Your wealth and knowledge about real estate and your market are the two things that agents tend to leverage the least when it comes to their digital presence.
We’ve done a lot of Google searches in some of the largest and smallest real estate markets across the country, and most agents either share content which lacks substance or tend not share anything helpful at all.
The best thing that you can do online is to create or share information that answers your audience’s questions in a manner that is clear and succinct.
There is a TON of “wiggle room” and the opportunity to set you apart from 90% of the agents out there just by being a resource to your audience.
What types of content should you create?
Here are different types of content you can to add value and streamline your ability to attract and gain new clients:
- Blogs – What are insights that you can share from your experiences working with other clients that are forever relevant? Take a second and write down a list of things that you’ve learned through going through smooth and rough transactions. Blogs are fantastic ways to recycle that knowledge.
- Instastories on Instagram
- Vlogs or a video series – Great way to stand out from other agents just posting pictures of their listings and open houses. See blogs.
- Visual images
- Pinterest boards
Today’s Takeaway: If you are ever in doubt as far as the type of content you should be creating you need to consider the following two things:
- Answer questions or common concerns the audience you serve have (i.e. Things to do to prepare to sell a home, how to survive a multiple offer situation, the difference between pre-qualification and pre-approvals, etc.)
- Make sure the content you’re sharing provides a clear solution to their problems. As long as you’re creating content that eliminates confusion and gives clarity about the real estate process you’re on the right track.