How To Create Shareable Content

2. How To Create Shareable Content

3. You’re a full-commission salesperson, and I know you understand the power of connecting with your clients. So, I’m not here to share basic information you can find with a simple Google search. You might be wondering, of all the things related to marketing, why write a whole book about personalization? Well, it started with the pandemic. I think for the first time in a while, the human desire for self preservation and our innate self-centered way of thinking took center stage. As a seasoned marketer, I viewed the whole thing as a world-wide case study on how to market a product and gain ifluence – the importance of wearing masks, getting the vaccine, etc. – to different groups of people influenced by so many different outlets, cultures and experiences. It was impossible to send one message and have it be accepted by everyone – even in the relatively small country of the United States. Understanding the truth that people most often only make decisions because they deem it beneficial to them should make it easier to create a customer-centric marketing plan. Whether you’re the United States government or a local real estate agent. So how do you use people’s obsession with themselves to your advantage? You give them what they want. You make them feel smart, empowered and in control. You give them the information they need in order to make an informed decision, and you position yourself to be the last person they have contact with before taking the leap.

4. This isn’t always about being number one on Google. That doesn’t by itself get you more listings. People have always done business with folks they know, like and trust. But, with the advent of the internet, “know” doesn’t have to mean y’all went to high school together. Trust is built overtime, and the only way to do that is to be consistent over time. This e-book is not a get rich quick scheme, and it’s not a guide on how to easily get new listings. I am offering a few proven strategies for getting in front of prospective clients using the power of personalization and hard consistent work. What you do with their attention is entirely up to you. First thing I’ll address is content marketing. What is content marketing? Better yet, how can real estate agents use content marketing to get new leads? If you’ve been paying attention, you would have noticed that everyone is getting their information from a bunch of different places now. It is information overload. That means your buyer is a bit more educated, and quite possibly miseducated. Make it your personal mission to speak directly to your ideal client every day online. It is a bit more time consuming but eventually your content will do the marketing for you, and you’ll get found easier and by more people because you have more information out there than your competitors. There is a huge caveat here, though. The content has to be valuable content. Only your prospect can dictate what is good or useful. So, let them dictate what you write about and the freebies you give away. Do a survey of previous clients or even family members/friends who’ve recently sold or purchased a house. Get an idea of what was important to them. Questions they have or may still have. Offer this information to your online community, and be as generous as possible. Not just with lists from your MLS database, but with inside knowledge about the home selling process that might make them more open to the idea of selling their home.

5. Be a cheerful giver. I mentioned at the beginning of this e-book that people still make decisions based on people they know, like and trust. However, those terms mean different things now that digital marketing is such a powerful force. You need to become consistent with offering good, relevant information to your prospects or you’ll lose to your competition. You can no longer depend on “but they know me” as a guarantee that you’ll get anyone’s business. There is no silver bullet, and we suggest trying a couple of strategies at a time. Give it time to season, before trying anything new. Too many agents are buying unnecessary software, paying for services they don’t use and stressing about vanity metrics (like follower count). Start small, and build on the things that gain traction. We often hear about the downsides of being selfish. But, as humans we can’t help it. We’re self-centered. Reading that probably made you cringe, but it is true. As a salesperson, you have to recognize that truth and act accordingly. Personalize your outreach, personalize your customer experience and I promise you, you’ll see the difference.

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