If every social media post starts with you, Roxanne Hale writes, your audience of potential leads may never figure out what\u2019s in it for them<\/p>\n
I have noticed something happening in real estate marketing<\/a>. We have become the main character. Scroll through social media for approximately 14 seconds, and you\u2019ll see what I mean<\/p>\n And there is absolutely nothing wrong with telling people who you are, celebrating an accomplishment or showing some personality. People want to know the human being they\u2019re hiring<\/p>\n But eventually, we have to ask a slightly uncomfortable question:Why should they care?<\/p>\n Not whywecare. Why shouldtheycare? That distinction is Marketing 101, and I think our industry sometimes skips that class<\/p>\n Most real estate agents aren\u2019t classically trained marketers. We learned contracts, negotiations, prospecting, pricing and how to smile calmly while an inspector says the words \u201cpossible structural movement.\u201d<\/p>\n Marketing? A lot of us learned that by watching other real estate agents. And therein lies the problem. An agent sees another agent make a Reel. It looks polished. She appears successful. Maybe she\u2019s walking dramatically through a $3 million house while pointing at words floating above her head<\/p>\n So another agent does it<\/p>\n Then another<\/p>\n Before long, we\u2019re all pointing at floating words. But somewhere along the way, nobody stopped to ask whether a consumer actually cared about the original post \u2014 or whether it generated a single piece of business. We have somehow turned other real estate agents into our focus group<\/p>\n That\u2019s not a marketing strategy<\/p>\n One of the simplest marketing principles I\u2019ve learned is this:Don\u2019t just tell people why. Tell them why in terms of them<\/p>\n \u201cI have 20 years of experience\u201d is information<\/p>\n \u201cI\u2019ve spent 20 years watching real estate transactions go sideways, so I know where to look for problems before you write the offer\u201d is a benefit<\/p>\n Same experience. Completely different message<\/p>\n \u201cI toured five new-construction communities this week.\u201dCool<\/p>\n \u201cI toured five new-construction communities this week, and here are three builder incentives buyers are overlooking right now.\u201dNow you\u2019ve given me a reason to listen.\u00a0<\/p>\n Or consider the award post<\/p>\n \u201cI am incredibly honored to receive this award.\u201dThat\u2019s perfectly fine. You worked hard. Celebrate it. But what if you went one step further?<\/p>\n \u201cThis award represents 42 families who trusted us with a move this year, and those transactions taught me three things sellers need to know about today\u2019s market.\u201dNow the accomplishment isn\u2019t just about you. You\u2019ve translated it into something useful for the person reading it. That\u2019s marketing<\/p>\n This is where I think agents get frustrated. They\u2019ll tell me, \u201cI\u2019ve been posting consistently and social media just doesn\u2019t work for me.\u201d<\/p>\n Maybe<\/p>\n Or maybe you\u2019ve been consistently posting things nobody has a reason to respond to. Posting isn\u2019t a marketing strategy any more than owning a treadmill is a fitness program<\/p>\n You can create three Reels a day, seven days a week and still never give someone a compelling reason to hire you. Because visibility and relevance aren\u2019t the same thing<\/p>\n A consumer isn\u2019t scrolling Instagram hoping to discover what their local Realtor had for lunch between appointments. They\u2019re thinking about themselves<\/p>\n That\u2019s the movie playing intheirhead<\/p>\n Good marketing figures out how your expertise gets a role inthatmovie instead of constantly asking them to watch yours<\/p>\n None of this means your marketing needs to become a beige educational brochure. Please don\u2019t do that either. Be funny. Be weird. Tell stories. Show your dog. Take people behind the scenes. Celebrate the closing. Show the ridiculous thing you found during a showing<\/p>\n Personality matters tremendously in a business where people are choosing a human being to guide<\/a> them through an expensive, stressful and deeply personal transaction<\/p>\n \u201cLook at me\u201d isn\u2019t automatically bad marketing<\/p>\n \u201cLook at me for no particular reason\u201d usually is<\/p>\n There should be something on the other side for the audience: information, entertainment, reassurance, curiosity, perspective or a reason to take action<\/p>\n Your personality gets their attention. Your relevance gives them a reason to stay. And your expertise gives them a reason to eventually call you<\/p>\n So, before you spend another hour making a Reel, designing a Canva graphic or trying to remember the password to your TikTok account, stop and ask:<\/p>\n Those three questions will fix an astonishing amount of bad marketing<\/p>\n And if your answers are:<\/p>\n Maybe don\u2019t hit publish just yet<\/p>\n Roxanne Hale is the associate broker of the Art House Team, Brokered by RealtySouth\u00a0in Birmingham, Alabama. Get connected on\u00a0Facebook\u00a0or\u00a0YouTube<\/p>\n At Inman, we believe in you, the real estate professional \n En rapport:<\/strong> \n Rejoindre Justfine Infotech<\/strong> and build real digital skills<\/a> in AI, automation, web development, digital marketing, office productivity, e-commerce, freelancing and cybersecurity.<\/p>\n Programmes disponibles :<\/strong> WhatsApp :<\/strong>\n
We learn marketing from other agents<\/b><\/h2>\n
Tell them why \u2014 in terms of them<\/b><\/h2>\n
Visibility isn\u2019t the same thing as marketing<\/b><\/h2>\n
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You can still be the personality<\/b><\/h2>\n
3 questions before you hit publish<\/b><\/h2>\n
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