Hey everyone, Damian here from Master of One Marketing. Today, I want to dive into a topic that’s essential for any realtor looking to carve out a niche in the competitive real estate market. At our consulting firm, we often work with realtors who are determined to become the top name in their area. But here’s the reality check: you’re not going to outshine the bigger firms. REMAX, Keller Williams, and the like have a stronghold on the market, and their visibility on platforms like Zillow is virtually guaranteed. So, how do you stand out in such a crowded space? The answer lies in focusing on your personal brand and how you present yourself.
The Challenges of Competing with the Big Names
Let’s face it: when potential buyers start their home search, they’re likely heading straight to Zillow or similar platforms. The big names in real estate—REMAX, Keller Williams, and others—dominate these search results. As an individual realtor, trying to outrank these giants on such platforms can feel like an uphill battle, one that you might not win.
On top of that, running ads in the real estate sector presents its own set of challenges. Due to equal opportunity housing laws, your ads can’t target specific demographics based on income or credit score without appearing discriminatory. This restricts how you can market yourself directly, making it even more crucial to develop a strong personal brand that resonates with a broad audience.
The Power of Personal Branding
So, what can you do? Focus on building a personal brand that sets you apart from the competition. I have a friend who’s a fantastic realtor, and she excels at blending realty content with her everyday life on social media. She highlights the vibrant community and fun activities in her area, which naturally draws potential buyers. If someone is considering moving to her area and follows her page, they’ll see all the great things they can do once they move there. This approach not only keeps her content engaging but also positions her as an expert on the local area.
The key takeaway here is to ensure that your social media presence aligns with your brand. If you prefer to keep your personal life separate, create a dedicated realtor page where you can showcase the best aspects of the areas you serve. This allows you to engage with your audience in a professional yet personal manner, highlighting what makes each community unique.
Leveraging IDX Programs with a Strategic Twist
Many realtors use IDX (Internet Data Exchange) programs that automatically pull in property listings to their websites. While this can be useful, the content generated by these programs is short-lived. Once a property is sold, the listing becomes irrelevant, which can limit the long-term value of your site’s content. Given that most people sign long-term mortgages and won’t be in the market again for many years, this content doesn’t offer lasting engagement.
This is where a shift in strategy can make a difference. Instead of relying solely on IDX content, create reusable, evergreen content that focuses on the community rather than just the property. For example, if you’re selling homes in a family-friendly neighborhood, write blog posts about the local schools, parks, or nearby attractions like coffee shops and gyms. This type of content not only has a longer shelf life but also demonstrates your genuine interest in helping your clients find a place where they can build a life, not just buy a house.
SEO Success Through Individualized Content
Many realtors aim to dominate SEO by appearing at the top of property listings. However, this approach often leads to frustration, especially when competing against larger firms. Instead, consider focusing on content that highlights your personal expertise and the unique aspects of the areas you serve.
Start by creating a blog where you discuss various facets of the communities you work in. Write about local events, the best schools, hidden gems, and anything else that would appeal to someone considering a move to that area. The house itself often isn’t the primary selling point—it’s the lifestyle that comes with it. When people search for homes, they’re also looking for a sense of community, a place where they can see themselves living for the next 15 to 30 years.
By shifting your focus from the properties to the surrounding area, you create content that is not only useful but also more likely to rank well in search engines. For example, a blog post about the top-rated schools in a particular neighborhood or a video tour of the local parks can attract more long-term traffic than a simple property listing ever could.
Integrating Video Content for a Personal Touch
Speaking of videos, they are a powerful tool for realtors. Videos allow you to showcase your personality and build a connection with potential clients in a way that text alone cannot. For instance, I advised my friend to create videos during her visits to her favorite local spots. Instead of just listing the amenities of a property, she could film herself at a nearby coffee shop, talking about why she loves the place and how it’s just around the corner from a fantastic property she’s selling.
Imagine this: you’re about to show a property, but before you arrive, you stop by a popular local café. You record a quick video saying, “Hey everyone, I’m on my way to show a beautiful home just a few blocks away from this awesome coffee shop. They make the best pumpkin spice latte in town—definitely worth a visit if you’re in the area!” Not only does this make your content more engaging, but it also highlights the community’s charm, which can be a significant selling point for potential buyers.
Building Long-Term Relationships Through Content
One of the most overlooked aspects of realty is the importance of building long-term relationships with clients. After someone buys a home, you might not interact with them regularly, but staying on their radar is crucial for referrals and repeat business. This is where your content can continue to play a role.
For instance, every year, the realtor who sold us our house sends a message, hoping we’ll recommend them to others. While this is a common practice, imagine if instead, they had sent a link to a blog post they wrote about maintaining a home, tips for gardening, or even a video tour of a new restaurant in town. Content like this adds value to the relationship and keeps you top of mind when your clients or their friends are in the market again.
Humanizing Your Sales Approach
At the end of the day, realtors are salespeople, but that doesn’t mean you have to come across as one. The human element often gets lost in the rush to close deals, but in realty, you have a unique opportunity to connect with people on a personal level. This is where your personality can shine.
Take the time to understand your clients’ needs and interests, and reflect that in your content. Whether it’s through blog posts, videos, or social media updates, make sure you’re not just selling a house but offering insights into the lifestyle that comes with it. When people see that you genuinely care about their well-being and happiness, they’re more likely to trust you with one of the biggest decisions of their lives.
The Final Takeaway: Content is King
Realty is a challenging market, but by focusing on content that resonates with your audience, you can build a brand that stands out from the competition. Most realtors on Instagram or other platforms post generic photos of properties with simple captions. But here’s the truth: anyone who’s ever bought a home will tell you that the photos don’t matter until they see the place in person. What they care about is the area—the neighbors, the amenities, the lifestyle.
So, if you’re a realtor looking to stand out, grab your phone and start showcasing the neighborhoods you serve. Walk through the local parks, visit the nearby schools, and highlight the unique features of the community. Show potential buyers what it’s like to live there, not just what it’s like to own the house. This approach will not only build your brand but also establish you as the go-to realtor in your area.
That’s all for today. Make sure to check back next week when I’ll be diving into another important topic in realty. Until then, keep creating, keep sharing, and watch your brand grow.