So the topic for this conversation really came up because we have this private group supporting real estate professionals with the right strategies to grow their business and with great real estate web design. We’re constantly asking members, what are they struggling with and one thing that just keeps reappearing constantly is how real estate agents should be marketing themselves.
One in five members that enter our private group really asked this question of how they should be better marketing themselves. And I wanted to break down a very, very simple strategy for you to help and navigate this process of self-promotion, self-branding, and marketing.
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Common Self Marketing Mistakes
Before I get into it, I just want to point out a couple of things that I usually see real estate agents get wrong about marketing themselves, and it really boils down into three main categories.
Category number one is really talking or posting about your listings or open houses. These types of posts usually don’t work because if you’re not talking to anyone specifically, then it’s not really going to be productive.
Category number two is talking about your market or market reports. I can’t stress this enough. I have a bunch of real estate agents in my network and whenever I see a market report, I immediately look at engagement. I would say it’s like the kryptonite for leads and conversions.
Category number three is posting about generic content that has little value to your business. I see a lot of agents posting that really just does not move the needle in terms of their personal brand or their marketing.
Now, the reason I bring this up is that a lot of agents haven’t identified who exactly they’re talking to. There’s a big difference between your sphere and your audience, and if you’re in real estate and you’re really trying to move this needle, you need to stop talking to your sphere and start talking to your audience.
3 Steps To Marketing Yourself As A Real Estate Agent
When it comes to marketing yourself or creating social media content to help market yourself, I’ve really broken this down as easily as possible for you to execute. And it’s really just three main steps.
Step number 1. It’s all about your avatar.
Russell Brunson of Click Funnels talks about digging three levels. We want to dig three levels deep into our avatar because inevitably what we’re trying to find out is the true motivator for the reason they’re looking for help. So think of it this way – ask why three times.
The moral of this is to try to dig deep to really find what is truly motivating your avatar to want to conduct a real estate transaction. Maybe it could be buying their first home or moving to a bigger home, finding out what truly is that motivator.
The big thing here is you really need to dig deep. You need to peel apart the onion of your avatar because, through the process of pulling apart the onion, you’re going to find some gems, some unique pieces of content that most of the agents or realtors in your community are not talking about.
You want to find those gems, what’s really pushing them to make that next step in a real estate transaction.
Step Number 2. Craft the Plan.
Once you find your avatar’s deep-rooted issues or problems that are motivating them to do a real estate transaction. It would be now your job is to find solutions to these problems.
By the way quick side note here, psychologists have a term it’s called pathways thinking, which essentially means your ability to find or create many workable paths to a given outcome. Now, I say this because you’ll find after talking to your avatar, there might be more than one.
Think about all the different ways to solve their problem and create plans for those solutions to said problem.
Step number 3. Create Content Around Solving Your Avatar’s Problem
Create content to talk about the solutions to said problems. The goal is you want to start spreading the good news about all of the solutions that you’ve identified based on your avatar’s problem.
You can do this by creating Facebook posts, email blasts, Instagram reels, YouTube videos, and any other platform that can get the message out there. Get the message out there about you solving your avatar problems and what will end up happening is that all of the avatars that you may not know personally will likely see this information.
By constantly providing value and solutions to their problems, it will indoctrinate them into your process and into your way of thinking. And then from there, the more they consume, the more it will build trust within them. And then over time, they’re going to likely reach out and then inquire about potentially working with you.
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This is a super simple strategy, but you would be surprised how effective the strategy works. You’d be surprised at how many realtors do not actually do this. Nothing fancy, no crazy CRM. . No special apps for creating content, no talk about Canva and making these fancy pictures. It’s very, very simple, identify an avatar, figure out their problems, find out solutions or create solutions to those problems and then promote those solutions.
Looking for more real estate marketing strategies? Join our free Square 1 Facebook Group today. If you need help building out your real estate website, we’re just a call away! We’re experts so feel free to reach out to us and we’ll be more than happy to help you out.