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To date, building a real estate brand has been all about traditional marketing – bus bench ads, mailers, office window listings, door hangers, networking events, and more.
So it’s no wonder why real estate agents are getting on social media and becoming walking, talking billboards for their businesses. Their focus is obviously on making money and building their business when it should be on building their real estate brand.
Before you check out on me…let me tell you a story (one I am sure you can relate to in some way).
A few years ago, I received an invite from a new friend that I had recently met just a couple of weeks prior. I was really excited about getting to learn more about this person and hopefully becoming closer friends. So I get all jazzed up, drink a quick espresso before I leave the house, and head over to the party. I ring the doorbell and the hostess greets me with a quick hug and a brochure. I quickly realized I was at a business pitch disguised as a social event!
Well, that’s what constantly selling on social media is like.
People are coming to your page to learn more about you, not what you offer.
Suppose your ideal client lands on your social media page and they aren’t ready to buy or sell and your profile feed is only about listings and other marketing messages. In that case, they are more likely to exit off of your page without so much as a like and almost certainly without following.
A real estate business is just an organization that is marketing a service. But your real estate brand is the compelling story, visual imagery, and engaging personality of your business.
Your real estate brand is what connects with your audience and leaves a lasting impact with your clients.
This article is going to explain how your brand builds trust, creates connection and ultimately leads to conversion… all without selling! And just in case you are considering not reading this article, remember “Everyone has a personal brand, whether you want one or not” Peter Gasca, Founder of GascaCo,LLC.
With social media, you are able to interact with your real estate target audience and control your image and voice – providing you with a unique opportunity to build trust. When you focus on building a brand and not a business, you begin to focus on posting genuine, authentic, and personal content.
Allowing your audience to see you beyond your real estate nametag and as a real person with real interests, struggles, and aspirations. When someone follows you they are giving you permission to show up in their social life.
They are showing you that they trust you enough not to spam the heck out of them with marketing posts. 92% of people on social media trust individuals over businesses; this is due heavily to the human interaction component.
People want to be in a relationship with other people, and building trust is the first step in establishing a relationship. Given that real estate is a relational business, it is a step that we cannot afford to skip.
? Still haven’t narrowed down your target audience? Learn 5 Ways Having a Real Estate Niche Grows Your Business
One of the key components of real estate branding is establishing your brand story. A brand story is what people know and believe about your brand, based on the message your brand sends. It is the complete picture drawn by the feelings, facts, and interpretations people make about your brand.
A brand story is not just some content on your website or an open house flyer. It’s reflected in the photos you post, the captions you write, and even the clients you work with.
If you want to build a brand that creates a connection with your followers, start with your story. Your brand story could simply be five things that make you and your business uniquely different (or just uniquely YOU).
The little stories that you find yourself sharing with people over and over again at networking events and dinner parties. “People want to believe that a really awesome person who is similar to them (or someone they aspire to be) is behind these brands” Madeline Popelka, Digital Marketing Expert and Founder of Digi.
? Not quite sure how to start connecting with your followers on social media? Here are 5 ways to help you learn How To Be More Social On Social Media.
When a brand is focused on genuinely sharing their story with their target audience and consistently serving their followers with valuable information, something magical happens. Your followers actually become open to you marketing to them.
In a way they even welcome it, because they have come to know you, connect with you, and would love an opportunity to work with you personally.
And even if they aren’t ready for your real estate service when you go to sell, you will remain top of mind whenever they are ready because they are connecting with you on a personal level on a regular basis.
You have become more than just a business to them, you are someone they know, like, and trust…if only on social media. And once you have successfully established this rapport, you have also significantly increased your chances of one day converting that fan to a client.
A strong brand sets you apart from your competitors and allows you to connect with your target audience in a unique and memorable way. Your real estate brand goes beyond the services you provide to your clients and focuses on the lasting experience you create.
So to recap, the 3 main benefits of building a real estate brand for social media success:
Editor’s note: This article was created by Kary Perry, Agent at eXp Realty. Information deemed reliable but is subject to change.
At Building Better Agents, we are dedicated to helping agents build successful real estate careers. We help agents develop a plan, build a database, and work smarter to uncover the keys to success as a real estate agent. All without cold calling, door knocking, and chasing expired listings. Building Better Agents Leaders Kerry Lucasse and Kary Perry are proud to be agents with eXp Realty.
For more information, please contact us today!
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