We are living in the “Information Age,” and to stand out from our competition, you must learn to win the game of delivering great information to the marketplace.
For realtors, the name of the game is: Get people to know you, like you, trust you, and become aware of what you do for a living. Then, as long as you stay in touch frequently, your business will grow.
The internet and technology continue to change how this mission is accomplished, so you must always be adapting to the changes to continue to thrive.
Today’s consumer can search homes, get information, see photos, and much more without our help. No longer is the realtor essential in the home search process; well, at least that perception can be the consumer’s sentiment. So we must ask about which things can be really difficult to find information. What are things important to the consumer that can’t be found on Zillow or other major online search sites? Spend some time on those sites, and you will quickly find out.
If you can deliver the hard-to-find information consumers are looking for, you become valuable. And if consumers continue reading/watching your content, they will get to know you, like you, trust you, and become aware of what you do for a living. And when they are ready to buy or sell real estate, the chances of their choosing you greatly increase.
The cool part is that this strategy is essentially free. Let’s break down a few things to give you some ideas.
What and How To Create Content To Become The Information Portal In Your Market:
First, let’s break down the “How.”
#1: Get a camera that shoots good video (an iPhone or any new cell phone will work). I am sure you already have a cell phone, so this should not cost you any additional money.
#2: Have a website with a blog feature, and which is connected to a CRM/database. I am sure you already have one, as it is essential to have in the time that we are in, so again, should not cost you any additional money.
#3: Set up a YouTube channel. YouTube is 100% FREE.
#4: Have a Facebook account. Facebook is 100% FREE.
Now let’s break down the “What.”
#1: Create a weekly video in which you interview a local business owner. Make the interview about the business owner and not your business. Discuss what the business does, how long they have been open, do a tour of the facility, etc. Keep it under five minutes.
#2: Create videos of local parks, amenities, schools. Anything nice about your area and would attract people to want to live there.
#3: Create videos of local subdivisions/communities.
#4: Create videos of all new build developments.
#5: Create videos of all your listings and any nice homes that you see/preview.
#6: Create a monthly video market update about your local real estate market.
Now that you have all this great content, what do you do with it?
#1: Upload the videos to YouTube and make them public. Make your channel in your name, with your photo, and make sure to put in a great description.
#2: Embed the YouTube video into your website blog, so now you have a video blog, AKA “Vlog”, then do a written blog about the video you created.
#3: Mass email your blog link to your database as soon as you release your blog (weekly is a good timeframe).
#4: Share your blog on your Facebook page, as well as any other pages or social media accounts you have.
#5: Create a local area Facebook group: Example “Living In XYZ City, State”... Make it a group, not a page, and allow anyone to join. Post each blog in there (again weekly is good).
Yes, this is a lot of work, but work which is well worth it. Think about it this way: As a realtor, you are applying for a job to work for buyers and sellers. When you apply for a job today, what is the first thing the potential employer does after reading your resume? They search for you online and on social media. YouTube is the number two search engine on the planet. And YouTube is owned by Google, which happens to be the number one search site on the planet. Google will drive consumers to your YouTube channel to watch your content, and embedding a YouTube video on your blog is one of the quickest ways to build up SEO (Search Engine Optimization = getting your website to pull up organically on searches without having to buy ads on Google).
In addition to the points in the above paragraph, at minimum you are delivering great content to your database (valuable on its own merit), which then drives your leads back to your website. With Facebook, you are building a local community of people who live in your area and are building connections and allowing potential clients to get to know you, like you, trust you, and become aware of what you do for a living.
As with anything new you take on, this shift in action does come with a bit of a learning curve, but eventually you can can accomplish all of the above in about five hours out of your week. You will meet all the local business owners, builders, school principals, etc. Not bad people to have good relationships with, and you will become “The Information Portal In Your Market”.
Thanks for reading!
Joshua Smith, Realtor/Mentor/Entrepreneur
-Voted 30th Top Realtor in America by The Wall Street Journal
-Over 5,000 Homes Sold & Currently Selling More Than 1 Home Daily