Google yourself. We dare you.
What do you find? Is the information about you good? Bad? Can you even find anything?
Real estate content marketing allows you to build your personal brand as an agent. In today’s age, when everyone is doing their research on agents online before giving them a call, it is vital that:
1) you are found online and;
2) you make a good first impression.
The vast majority of people choose who will be their real estate agent based on what they see. If you aren’t showing up online, or what you are putting out there isn’t something that grabs people’s attention, you are losing out before you even start.
Real estate content marketing: It's all about building your personal brand.
Real estate content marketing has a lot to do about sharing your personal brand. So what is a personal brand, and how do you get a good one? There are a few definitions to what a personal brand represents. Jeff Bezos, founder of amazon.com says it is what people say about you when you are not in the room. A more formal definition from Adwerx is “the perception customers have about that product, service, or in this case – real estate agent”. We quite like Seth Godin’s definition, which describes a personal brand as ‘the set of expectations, memories, stories and relationships that, taken together, account for a customer’s decision to choose one product or service over another”.
A true personal brand is natural and not fabricated, but can be developed. Just as many of us strive to be a better person today than we were last week or last year, so too can you work on strengthening and building your brand as it grows over time (this is where content marketing plays a major role). And with many of Australia’s top agents attributing their success to their personal brand, if you are not working on developing your personal brand – you should.
What can a strong personal brand do for me?
Some top agents are spending $50,000 to $60,000 a year on personal branding. While you may not spend that much, this fact shows that top agents feel that investing in real estate content marketing to develop their personal branding is an essential component to success.
So what can a strong personal brand do for you? The agent with the strongest personal brand in your area will be the must trusted, and be seen as the obvious choice for a successful purchase or sale. By being the most obvious choice, your will find that you are attracting opportunities rather than needing to seek them out. Working on your personal branding also helps you find clarity, comfort and confidence in your sales and marketing approach. The more powerful your brand and influence, the more you will benefit from word of mouth and the better chance you will have at attracting your ideal client. Basically, a strong personal brand is the key to growing your reputation and business.
So how do you develop your personal brand?
Have a deep and meaningful conversation with yourself
The first step to developing a strong personal brand is to work out and make clear who you are. You may want to ask yourself questions like:
- What are my strengths?
- What are my beliefs and values?
- Is there a part of the market that I think I can own? (identify a niche)
- Do I have a unique value proposition (what makes you different/better from the competition?)
The important part of this step is to be honest. Yes, you can develop your strengths, but you will not be able to fake your beliefs and values. Not for very long anyway. You will be far better off and far more successful if you choose to be authentic.
Do some research
Now is the time to do some research and analysis on your competitors and on your ideal clients. Look at competitor’s websites, articles, and advertising. What content marketing tools are they using? Where? What kind of videos do they have? Who are they speaking to? And what makes you different/better than them? Analyse your ideal client. Who are they, what do they do, what kind of properties are they have, what do they like/dislike? By getting to know your ideal client, you are in a better position to know how best to communicate with them.
Build your reputation through real estate content marketing
Next you need to work out what real estate content marketing tools you will use. How will you communicate to your clients that you are the expert in your niche? An agent profile is a strong marketing tool that can help you show potential clients who you are. You can also use an agent profile to show why and how you are different from the competition. Agent profiles can come in video form, in written form (like the ones on realestate.com.au) or a combination of both. Have you chosen to specialise in a certain area? Send out market updates in the form of emails and/or video. This will demonstrate to your database that you know the demands of the local area. The key here is to show people why you are the expert. Awards, sales records and raving testimonials are powerful tools for building credibility.
Be one with the people
Communicate and engage. Find ways to network with your current and desired database. Get involved in your local community and join conversations that of interest of them. Show that you care about your community. Create valuable content (see our next point). Share your content on your website, blog, in your newsletter and on your social media platforms. If you do not have a website or if you do not have professional social media pages – get them now!
Solve your client’s Rubik’s Cube
The key to quality content marketing is to be valuable. What problems are your ideal clients likely facing? Most likely they may be facing problems related to buying or selling a home. Maybe they want tips on how to dress their house for an open home. Connect with your current and desired database and offer solutions to increase engagement and remain front of mind.
People miscommunicate. It happens all the time. When you miscommunicate in your brand messaging however this can mean trouble. Therefore it is wise to seek feedback from peers and the community to make sure they are picking up what you are putting down (so to speak).
Developing a great personal brand is not easy. If it was, everyone would be doing it. The above list is by no means something you can tick off in a day or a week. Personal brand development is a long term commitment. It requires an ongoing focus and an investment in quality content marketing. Content marketing is not a case of researching your competition once and remaining satisfied with the result. Neither is it sending out a single market update. You must repeat and continue to build on each of these steps in order to create an effective, long lasting brand.
For more information on how we can help you develop your personal brand through real estate content marketing, please CONTACT US.