In 2019, there is no shortage of practicing real estate agents, doing the same thing, and running their business (online and offline) in the same way. The competition is fierce, and it is becoming more and more difficult, as a Realtor, to stand out in a significant and distinct way.
So, how do you stand out from this sea of agents and get noticed?
I think the great Gary Vee* said it best when he stated: Agents need to learn to think like a media company.
What does that mean to me and how should it inspire you to conduct your business?
Well, to begin, if you aren’t already, you need to start taking full advantage of social media and using it as a tool to grow your business and build your online brand. Start documenting your life (as much as you’re comfortable with). Who knew that your ‘mundane’ day-to-day activities can actually be great (easy!) content that will help get people interested in your brand!
Social media gives you a platform to put out as much content, on as many channels, in as many mediums as you like! Instead of constantly just pushing sales (something we’re all too used to in the Real Estate business), you can use social media as a way to educate, entertain and speak to your clients.
Did you know as of 2019, social media usership is at an all-time high?
With over 2-billion Facebook users, 1-billion Instagram users, 1.5-billion users on YouTube and 562-million users on LinkedIn, your potential to reach out to new clients is infinite. Showcasing what makes you different from other agents, what makes you interesting and knowledgeable, not just as a Relator, but as a person, is what is going to attract people to you and will eventually get people invested in your brand.
Once you are up and running on social media, there are a few things that you should be avoiding.
Firstly, you do not want to just talk about what you’re selling. I repeat, DO NOT JUST POST ABOUT WHAT YOU’RE SELLING. The key here is to let your followers and potential clients get to know the real YOU. Let your content centre around you and let it showcase all sides of your personality, not just work.
The only way you’re going to be seen as relatable (to people who aren’t agents) is to focus your content on subjects outside of your job. Use social media to talk about your interests: What are you reading? What podcasts are you listening to? How do you spend your Saturdays? Talking about your interests and hobbies outside of work is how you are going to connect with your followers, and how you’re going to reach and relate to potential clients. This is how you can organically grow your following and build an authentic and genuine relationship with your audience. Your followers will begin to become invested in you and your journey.
PEOPLE WILL HIRE YOU IF THEY KNOW, LIKE, AND TRUST YOU (the K.L.T. factor)
Getting personal with your content is going to help get you noticed, and will get people to follow you, because they become invested in YOU. And guess what? When these people are looking for a real estate agent? They’re probably going to think of you first!
Remember, social media is a long-term investment in your business — You cannot expect that it will immediately convert to sales. Posting on social media and spending time on developing your online marketing in general needs to be practiced as a “brand building exercise” and cannot be expected to yield sales right away. Building your brand and gaining recognition takes time and you must keep at it before it starts to really stick. And it will…Eventually…
The key to brand building is that you need to keep consistently and regularly working at it. It may not seem much at first, but you got to keep working at it. Before you know it, you’ll start to see your hard work pay off, and your distinct personal brand will begin to grow, develop and eventually, flourish.
*Side note: I’ve been recently following American Entrepreneur and digital and social media expert, Gary Vaynerchuk, and I’ve found that he speaks a lot about the importance of building personal brand and investing your time and energy into developing a strong online presence. Reading his articles about how he has found success has really reinforced my belief in the importance of building a personal brand online not just for every small and large business, but especially for Realtors.
Have you read my latest blog post about Mastering the Art of Building an Online Brand?