In this 213th episode of my MMPT pep talk, I will build on last week's episode to continue to show you how you can use the phrase "People Hire Who They Know, Like and Trust" to segment your marketing efforts as you attempt to build your personal brand on social media profiles and other platforms. This week we go over why people hire who they like. As it relates to marketing and your personal brand, "LIKE" will equate to the client wanting to "LIKE" the broker/advisor they choose to assist them with their real estate needs. Not only does the client need to be reassured that the broker "KNOWS" the market but to "LIKE" them, they need to see the broker "living" authentically in the market they serve.
To authentically showcase yourself living in your market as a real estate broker, you can use various strategies to connect with your potential clients. Here’s how you can do it:
- Share Personal Experiences:
- Share personal anecdotes and stories about your life in the neighborhood. Talk about your favorite local spots, experiences, and what you love about the area.
- Local Community Involvement:
- Actively participate in community events, local charities, or volunteer work. Document your involvement and share it on social media or your website.
- Personal Blog or Vlog:
- Start a blog or vlog where you document your daily life in the neighborhood. Share insights, events, and local discoveries.
- Live Video Tours:
- Host live video tours of your own home or neighborhood, giving viewers a genuine look at your everyday life.
- Local Events:
- Attend local events, share your experiences, and encourage community participation.
- Regularly have client events, coffees, dinners, lunches in your market.
- Neighborhood Interviews:
- Interview local residents, business owners, and community leaders to create a sense of connection and understanding.
- Local Recommendations:
- Provide personal recommendations for restaurants, shops, services, and activities in the neighborhood based on your own experiences.
- Personal Stories on Social Media:
- Share regular updates and stories on platforms like Instagram and Facebook, offering a behind-the-scenes look at your life in the community.
- Local Social Media Groups:
- Join or create local social media groups or pages where you can engage with residents and discuss neighborhood-related topics. Be the go-to expert on those pages.
- Showcase Your Spouse/Partner/Significant Other/Family and Your Family Pet
- Yes, how you live your life in your market with the people and furry friends you love is one of the most powerful draws for consumers.
Pro Tip #1: Be authentic. The best marketing doesn't feel like marketing. As Gary Vaynerchuk says, "You can't close on every post. You will get tuned out. Give consistent value around about you and your experiences.” Be you. I've seen agents get hired because the client was from the same state or part of the country or they were both dog lovers. (Watch more here: https://www.youtube.com/watch?v=eupzopG0Prk)
Pro Tip #2: Adam Grant suggests that you need to think about personal branding not as self- promotion but as "idea promotion.” Someone out there needs you and you need to put the "idea" in their mind that you are the solution.
Pro Tip #3: You can be the best broker in your market but if no one knows it, it doesn't matter. It's like the tree in the forest that falls. If no one was there to see it, did it really happen? If you want the phone to ring, the emails to come in, the DM's to hit your social profiles, you have to make it happen.
Pro Tip #4: Adding value through living in your market is not "selling.” Adding value attracts your "ideal client.” As a reminder, your future clients are buying lifestyle first and the house second. Show them lifestyle by being their guide book.
My hope for this MMPT was to make the point that by consistently demonstrating your personal connection to your market, your neighborhood and its community, you’ll build trust and credibility as a real estate broker. Authenticity is key, as it helps potential clients relate to you and view you as a trustworthy "guide.”
Now that your client understands that you "KNOW" your market and has decided that they "LIKE" you because you have proven authentically that you know how to live in the market, I’ll discuss in my next MMPT how you can prove to the market that a potential client can "TRUST" you.
