Learn the secret of connection to enhance your image and grow your business.
Connections with your ideal clients are an important part of growing your real estate business. Unfortunately, the majority of agents are going about the connection process all wrong. If you’re not sure how to effectively connect with those you want to work with, you’ll have a more difficult time engaging them and staying top-of-mind so they will select you when the time comes for them to buy or sell real estate. Here are how most agents are making mistakes when it comes to connection—and what you can do to set yourself apart.
Common Connection Mistakes
Are you missing the boat when it comes to connecting with your target market? There are numerous common mistakes realtors make when attempting to connect, including:
- Focusing on their accomplishments. Some realtors believe the way to get new clients is to tell them about their years of experience, hundreds of closed deals, and specialized designations. However, this can often come across as bragging and pushes potential clients away instead of bringing them closer.
- Pushing their listings. Take a look at your recent blog or social media posts. Are they all listings, open houses, or information on properties you are representing? If so, you are only appealing to a very small section of your target audience–those who are actively looking for property to buy—and missing the chance to connect with the rest of your contacts. Here are some tips for what types of posts to use in your social media strategy.
- Talking too much about their competitive advantage. Yes, you need to have a USP (unique selling proposition) that makes you different from other agents. However, talking about it too much on your social media, website, or in networking groups is a surefire way to turn others off. Mention of your USP should be subtle and built into an overall content strategy that is centered on helping your clients.
The Right Way to Connect
So if talking about yourself and your credentials and promoting open houses and listings are the wrong way to connect, what is the right way? To put it simply, your content needs to revolve around how you can help your ideal client instead of about yourself or your agency. When you switch to a consumer-centric method, you show that you truly care about those you work with and give them helpful information that leads to engagement. Here are some tips to creating consumer-centric content:
- Find out what their pain points are. What issues are your ideal clients facing? Are they wondering if they should relocate to a coastal town now that they are empty nesters? Trying to find a way to come up with a down payment for their first home? Confused about the best remodeling projects to plan before they list their home? Once you discover the issues they experience, you can create blog and social media posts and other pieces of content to address those concerns and be a resource.
- Focus on giving value. When you constantly promote yourself or your listings, you are not giving value to your ideal clients. Instead, you are asking for their business (a.k.a. selling.) Keep the 80/20 rule in mind when posting to social media or creating other content: 80% of your content should be helpful, educational, or humorous while only 20% should be about your agency or listings.
- Become known as an authority. When you develop a reputation as the go-to person on a certain subject, you instantly give value and gain the trust of those you want to work with. Focus on creating content that revolves around neighborhood events, trends in the local or national market, or what to expect from mortgage interest rates in the next six months. You will find that your ideal clients start to turn to you for information, keeping you top-of-mind when the time comes for them to buy or sell real estate.
Ways to Connect with Marketing
Now that you know how to connect with your ideal clients, it’s time to develop client-centric marketing strategies. Here are some ideas:
- Use your social media. The more you can post helpful, informative content on your social media pages, the more you will become known as a trustworthy resource. Shoot for the 80/20 rule with all your social media posts. If you run ads on Facebook or Instagram, let those be your “asks” and make sure your other posts avoid any salesy tactics. Learn more about how often you should post on social media.
- Connect with your database. Successful agents have robust databases with at least 1000 names. Once you’ve developed a strong database, connect with those on it through regular newsletters and individual emails to recognize them on special days, invite them to events, or just remind them you’re there for them when needed. Remember to keep your communication helpful rather than soliciting business.
- Speak at local events and groups. If you consistently develop content that is helpful to your target market, you’ll be a sought-after speaker at local events, networking groups, and industry associations. Take advantage of every opportunity you can to speak to strengthen your brand and reputation as an industry authority.
- Use social proof. Social proof is the phenomenon where others want to mimic the actions of their peers or those they trust. When it comes to real estate, those in your target market want to use realtors their friends or trusted industry pros recommend. To harness the power of social proof, ask past clients and referral partners to write online reviews and record video testimonials for your agency. When others tout your virtues rather than you doing it yourself, you indirectly connect with your ideal client and more easily earn their business.
Work With Us
Growing your real estate business is all about making strong connections with your ideal client and others in your community. Need help creating content that leads to engagement? Reach out to the experts at Luxury Presence for help on your marketing plan today.