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Transcript

How are you using social media to market your brand? · The Real Estate Agent Playbook

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  what's up agents we are in a position where
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  unique value proposition is talked about often
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  and I wanna talk about
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  developing a brand on social media
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  versus just getting clients
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  and collecting clients on social media
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  this is the utmost importance and granted
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  I think that if you develop a strong brand
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  using your social media
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  the clients and the referrals will follow
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  so stay tuned
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  we're gonna talk about this as kind of a concept
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  and we're gonna dive deep
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  what's up guys Jeremy Kane Real Estate Agent Playbook
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  helping you win
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  every single day at the game of real estate
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  while you're here
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  throw me a like comment and if you feel so inclined
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  subscribe I put videos out like this
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  that are more common sense based
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  and dive deep into certain strategies
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  that I use to absolutely crush the real estate game
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  because that's what I want for you
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  we're also on the podcast
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  to share this with your favorite real estate agent
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  and let's get rolling so first and foremost
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  we must talk about this brand
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  and when we talk about brand
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  we talk about the logos we talk about all the you know
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  catchphrases and things like that
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  a brand needs to start with your story
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  that goes down to your personality and who you are
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  and if you can begin to tell your story
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  whether it's an origin story
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  or why you're doing what you're doing
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  and connect on with the clients on that level
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  your brand will take an entirely different route
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  granted we still need the logos and the fancy colors
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  and all the things that kind of go along with it
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  but your
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  personal brand is something that we can absolutely
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  revolutionize our businesses with
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  because at the end of the day
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  no matter what broker you hang your license under
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  people choose every single day to work with their agent
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  based on personality burst on
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  you know based on referrals
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  based on that piece and so
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  if you can carry that brand forward
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  and begin telling your story through your brand
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  people identify it with it much sooner
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  and this will help explode your real state business
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  so that's the first thing I wanna really dive into
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  is just making sure that we understand
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  that a brand is so much more than a
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  you know color combination and scheme and a logo
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  so once we have those things
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  then we can really dive into the
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  you know visualization
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  and the recognition that comes into being a brand
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  you start to have similar color schemes
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  your flyers all look the same
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  you have you know
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  gear and all the things you have
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  the park benches and the billboards and all that stuff
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  but when we really step back
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  social media is an absolutely free resource
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  to help people really understand and tell the story
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  it's really hard to tell a story on a billboard
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  going 60 miles an hour by that
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  so
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  social media is a way for people to connect with you
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  and so in a way you're always on brand
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  when you're hanging out with your friends
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  when you're hanging out with your family
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  everything about you
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  that you can post on your social media
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  as basically a personal blog
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  or a personal rendition
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  a personal billboard of social media that's digital
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  that's constantly recurring
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  allows you and is a tool that can't be overlooked
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  when building the brand so
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  we must first identify the stories
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  and identify how we wanna be recognized
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  and then we need to take that to social media
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  and ultimately live by that brand
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  and as we move forward
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  your brand needs to be more about you
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  versus luxury brand that you
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  you know aspire to be
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  if you're not luxury and you don't fit the part
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  don't worry about it build a brand based on who you are
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  because regardless of what your fancy logo looks like
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  or what your brand
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  or what story you're trying to tell on social media
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  the true story will come out
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  while you're putting out content
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  and you're connecting with your avatars
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  via social media but what a better place to do that
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  what an opportunity to build a brand
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  have you know
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  your resources and have everything all in one place
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  for people to really get to know you right
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  we talk all the time on this channel about modern
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  you know
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  agents and talking about video and all those things
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  that's all part of the brand
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  that you're passing forward
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  and everything that you do on your socials
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  should lead back to your brand
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  and who it
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  who you are and what it would be like to work with you
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  and it doesn't always have to mention that
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  people will pull that from
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  you know real estate
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  content being intertwined within there
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  and all of the things
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  and we're such an impressionable world right
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  everything is based on impressions
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  and we can now track on our
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  you know professional personal Facebook pages
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  um impressions and clicks and all those things
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  so make sure that you start with your brand
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  and you're consistent along the way
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  because we've all seen it
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  where somebody's in a suit when they're selling houses
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  and you know
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  they're never in a suit any other time
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  we wanna be have that consistent brand
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  continue to flow across all channels
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  and this is a massive opportunity to use social media
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  with a plan and a strategy
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  but it needs to start with a foundation of you
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  understanding your story understanding your brand
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  and understanding who you would like to connect with
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  and how you would like to connect with those people
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  and how you would be recognized
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  with that target Avatar
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  so we get a ton of questions about okay
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  well great Jeremy
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  let's talk about brand what do I post on social media
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  right what do I post on social
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  media is absolutely not what we're looking for
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  because that's almost like it's an advertisement right
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  you can do paid ads you can do all of that
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  that's when we can talk about
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  add copy and all the things
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  what you need to post on social media is your story
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  and your personality so show some things
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  and if you're camera shy
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  doesn't always have to be facing you right
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  what are you doing went to the park today
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  went to this restaurant today
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  just getting involved in the community and showing that
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  eventually
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  you'll be able to turn that camera around and do that
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  so just share your story talk about your story
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  you talk about how you got there
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  what you enjoy doing about your business
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  when you have successes when you have failures
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  all the things
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  you want to make sure that that's part of your story
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  when you have something unique that you're doing
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  in the real estate world
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  going to the parade of homes tour
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  all of these things can be shared through your stories
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  on Facebook and Instagram
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  and TikTok and all the things
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  but also a personal story
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  a post can be part of your personal story
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  you can talk about why you're in the industry
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  who you are
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  you can talk about a lot of different things
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  with the camera not always
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  you know focus 100% on your face
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  now your face will help convert that and
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  you know will help push along the process
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  because people are comfortable right
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  I've never met people
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  and they feel like they've known me for years
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  because they watch my videos a few times
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  and so that's huge too but don't let that be a barrier
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  don't let with being on camera
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  talking straight to the camera
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  going from there be the only thing right
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  you can have went to lunch with this person
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  whatever I'm going to this farmer's market
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  I you know
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  went to this ladies night
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  I went to this you know
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  whatever it is
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  and you can absolutely grow your story and your brand
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  through what you're posting on social media
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  without being super personal right
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  and you know
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  exactly where you're being and all of those things
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  and also one thing that I like to tell people is
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  grab content while you're in the moment
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  we also wanna live in the moment
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  but you can post it the next day
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  no one's gonna know no one's gonna be like
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  you weren't at Margaritaville at 6 p
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  m I was there and you weren't there
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  and that's when you post it
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  no one's gonna care no one's gonna do that
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  but you're just helping build that brand
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  and build your story next
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  we wanna showcase our client experiences
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  we wanna talk about hurdles and problems
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  and things that you helped people solve
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  while you're in the conversation
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  this is absolutely key to what is going on
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  and absolutely what needs to happen
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  and so it doesn't have to be your client
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  if they're not comfortable
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  but talking about the situation
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  you can tell the story omen names and whatever
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  but you can talk about these hurdles
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  and even if it's the slightest hurdle right
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  like your client says to you
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  oh man I was so scared and so nervous
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  you know about going to start to look at houses
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  you know but you made it so clear because you did X
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  y Z
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  we'll share that in a way
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  whether it's a post whether they write a testimonial
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  or you just talk about it in a story
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  be like
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  this is what I do to help people and go from there
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  so that's absolutely huge
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  is to document your clients experience
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  and what it's like put the viewer or the follower
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  in the shoes of what it's like to work with you next
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  we have so much valuable content that we could put out
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  based on education our changing markets
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  our changing world
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  the beauty is the market is never the same day to day
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  so you always have something to talk about
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  if you're engaged and you understand what's going on
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  your business partners can help with that
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  and all the things
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  so provide valuable educational content
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  and if you're focusing on a moving target
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  like the market
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  you're always gonna have new things to talk about
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  and so that is of utmost importance
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  don't just put out dumb TikTok dancing videos
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  some that works for some never work for me
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  but if you can put out that content
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  you're starting to build your brand
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  or starting to build your story
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  I do not go to an appointment
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  a listing appointment
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  or buyers appointment without someone mentioning hey
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  I was watching your video hey
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  you know Johnny sent me your video on the market
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  wow that
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  you know it seems like you really know what's going on
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  people always mention my social media and my video
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  and my post when I'm meeting with them
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  so just putting it out there being
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  you know omnipresent with your your opportunities
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  you know to create content is absolutely the key
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  and then finally engage with your audience
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  how you engage right
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  we're not just putting content out to get clicks
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  and likes and impressions
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  we wanna build those relationships
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  we wanna get into the DMS
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  we want people
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  to feel inspired and comfortable talking to us
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  and that starts with how we respond to people publicly
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  when they you know
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  engage with our posts
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  so make sure that you are engaging with all of that
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  I think with the big social media push
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  everyone's like oh
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  I don't know what to push post
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  I don't know what to do I don't
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  and we don't think of the opportunity to engage
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  with our avatars based on their content
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  and based on how they react to yours
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  so make sure that you are engaging
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  and that becomes part of your brand
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  Jeremy's always responding
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  Jeremy's always there
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  it's not a robot posting all of his stuff
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  he's actually you know
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  adding to the value of his content with his engagement
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  and his responses to whatever we're doing
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  and then at the end of the day
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  you have to be consistent
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  this is probably the most important part of your brand
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  if it's up and down
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  and luxury this and super lacks the next day and
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  you know talking about apartments this day
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  and commercial real estate this day and
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  you know first time home buyers this day
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  if you're not consistent the audience gets confused
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  and if your target Avatar is not dialed in
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  you're actually you know
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  talking to a million different people
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  and people don't engage as well right
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  we wanna be consistent
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  we wanna show up because that's how the brand
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  that's how that logo that's how that gets consistent
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  and becomes more and more widely recognized
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  so as we grow
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  we can absolutely look to other things like AI
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  to help create content right
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  a lot of my content starts with my ideas
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  I put down my main talking points and I'm like
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  help me you know
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  drive some of these points home
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  and and I use Tragedy PT to really dial that in
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  so have a content strategy to build content
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  and go from there and then be able to produce content
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  right batch content so that
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  you know when you're in the zone
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  and your lighting's right
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  and all your camera's right and your mic's right
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  be in the zone so that you can
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  knock out a few things of content at once
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  and then have a posting schedule
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  but as a posting schedule
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  you need to be available
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  so if people are commenting and doing that
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  you have the ability to respond
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  and it's a lot right
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  I had a video hit 23,000 views on Facebook
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  and I responded to every single comment
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  well
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  what that did was continue to push that post out now
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  and has over 500 comments
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  because I commented on almost every single one of
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  everybody else's comments
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  besides the mean ones and you can't let the haters hate
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  but you continue to engage with those people
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  and talk to them and be a resource and
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  and build that brand
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  so that you are not the annoying little person that
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  you know always gets his feelings hurt
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  when someone says something negative
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  have a conversation use that opportunity to engage
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  and as you go you're scheduling tool helps
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  but you must be available to respond to those comments
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  for sure and then we measure what gets managed
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  we continue to look at that
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  remember we're consistent across the brand
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  people become more recognizable
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  because we're consistent
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  and then we're seeing what people are doing
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  what do people like
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  create more stuff that the people like oh
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  this video flopped what was it about
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  well maybe let's not talk about that anymore
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  or maybe
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  I need to deliver that message a little better
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  so definitely be a critic of yourself
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  look at what's working and go from there
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  and if we can do that
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  and we can build this brand and be consistent
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  that goes so much further than
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  you know
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  constantly showing my under contracts and solds
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  and all of the things
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  I'm providing an educational platform all in one place
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  a personal brand billboard
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  that you know exactly what it's like to work with me
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  you can see what the reviews are
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  you can see what other people are engaging
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  like you can see some success of homes
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  I'm selling or listing or whatever
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  and you can make that decision to hit that DM button
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  reach out to me and so that's exactly what I wanna do
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  but if I'm not consistent
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  the algorithm will bury me
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  I'll only be seen by my mom and my wife
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  and all those people that's not what we want
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  we have to build the consistent brand
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  so that we can be omnipresent
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  so we can grow our real estate business
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  and if you have these impressions
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  and you have all of these things
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  think about that next listing appointment you go to
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  when it's weird and people don't wanna pay buyers
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  agents and all the things
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  you say hey
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  this is my system this is how it works
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  this is how many impressions I'm getting on you know
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  this listing video and this is what I'm doing
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  and this is my social media brand
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  you're not embarrassed to go to your
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  send them to your Facebook page
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  because you haven't posted in 3 years
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  and you're ready to go and so
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  that becomes a value because people see that
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  you are doing things a little bit differently
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  you can still do the consistent stuff
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  you can still do the old school stuff
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  but if I can say hey
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  look at my Facebook page
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  this is how many views I get on my personal page
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  my business page uh
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  and look at this last real estate post I posted
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  just listed
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  and I got 9,000 impressions just on that just listed
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  driving people to my website
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  sending people the listing details
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  and that absolutely
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  push that forward to more people than just the MLS
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  so you can turn this around
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  once you have consistency and proof of concept
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  that will really help people take off