In this 212th episode of my MMPT pep talk, I will show you how you can use the phrase "People Hire Who They Know, Like and Trust" to segment your marketing efforts primarily as you are attempting to build your personal brand on social media profiles. Over the coming weeks, we will discuss this important phrase while I break it down into 3 sections over 3 MMPTs. This week we will go over why people hire who they know. As it relates to marketing and your personal brand, "KNOW" will equate to the client wanting to "KNOW" the market you serve.
People want to hire someone that is knowledgeable about the market where they are interested in buying. If they are a seller, they want to know that you can properly sell the hyper local market/neighborhood that they've come to love. Both buyers and sellers need a market/neighborhood expert. Today's buyers are buying lifestyle first, house second.
Providing a mix of informative, engaging, and visually appealing content can help potential buyers get a well-rounded view of the neighborhood, making it easier for them to envision themselves living there. Tailoring your content to the specific interests and needs of your target audience is key to effective neighborhood marketing.
People interested in a neighborhood want to see content that provides them with a comprehensive understanding of the area. Here are some types of content that people find valuable:
- High-Quality Photos and Videos:
- Visual content showcasing the neighborhood’s streets, parks, homes, and landmarks.
- Aerial drone footage for an overview of the area.
- Create video market tours that are "evergreen.” These work beautifully in second home/resort markets.
- Neighborhood Highlights:
- Detailed descriptions of local amenities, parks, schools, and community centers.
- Information on nearby shopping, dining, and entertainment options.
- Market Data:
- Real estate market statistics, such as median home prices, average days on the market, and trends in property values.
- Local Schools:
- Provide resources with ratings, reviews, and information about schools in the area.
- Provide resources with data on school districts, class sizes, and extracurricular activities.
- Refer a trusted school consultant.
- Commute Information:
- Details about transportation options, including proximity to highways, public transit, and commuting times to major job centers.
- Lifestyle and Culture:
- Content that portrays the local culture and lifestyle, including cultural festivals, events, and community activities.
- Testimonials and Reviews:
- Stories and reviews from current residents and recent homebuyers sharing their experiences in the neighborhood.
- Historical Background:
- Insights into the neighborhood’s history, significant landmarks, and any unique historical characteristics.
- Local Events and Activities:
- Updates on upcoming events, festivals, and recreational activities in the area.
- Resident and Business Owner Interviews and Community Updates:
- Interviews with current residents, showcasing their perspectives and experiences living in the neighborhood.
- Profiles of local businesses, highlighting their services, products, and contributions to the community.
- Regular updates on neighborhood news, developments, and any future plans or improvements.
Pro tip 1: When your potential buyer visits your market, after following your content, they should feel like they already know it. Do your current buyers need to be fully educated when you meet them? Do your current marketing and social media efforts portray "lifestyle"?
Pro tip 2: Visualize your buyers and their needs. Answer their questions before they are asked.
To provide value and collect a fee worthy of your experience, you should actively participate in your market, your neighborhood and your community. Buyers can find vast amounts of information on the details, but they crave an insider’s look and experience on how that market, neighborhood and community 'lives.”
Your market, your neighborhood and your community are massive parts of your personal brand. You must know them inside and out.
