Latest / The Real Estate Agent Playbook / Creating content that converts leads!

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Creating content that converts leads! · The Real Estate Agent Playbook

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  Grab that C M O Chief Marketing officer hat and we need to talk.
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  Are you the person that has always just been, I am on social media.
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  It's kind of out there and passive.
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  And now you feel like that's not enough.
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  You feel like that's not converting like it used to.
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  There's all these creators out there.
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  Well, here's a tip for you.
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  In today's episode, we're gonna talk about delivering a message to your ideal avatar
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  and how my process went from just creating random content to delivering dynamic,
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  actionable content to the right person.
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  So stay tuned for that.
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  Super excited for it.
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  What's up, guys?
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  Jeremy Cain Real Estate Agent Playbook.
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  I have a free sphere of influence builder linked below.
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  You can join that school community and be a part of that.
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  It's just exactly how I built my sphere of influence and how I continue to crush.
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  And use social media in the, in the ways that are important and
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  connecting with people in order to build a, a successful business.
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  So check that out.
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  As always, like, comment, subscribe.
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  If you're listening on the podcast, we're trying to grow that community.
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  So please share the episode with your favorite real estate agent.
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  I would love to connect with you and them anytime.
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  Okay, so let's talk about the ideal avatar.
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  And this is something that everybody kind of talks about.
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  It's mentioned at trainings, and so we kind of have that.
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  But I think developing a persona in person to deliver content to will
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  help you move the needle forward.
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  If you show me someone who struggles with content, you're probably
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  showing me someone who struggles to be direct and communicate with
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  their target audience effectively.
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  And so I took a step back and I said, okay, what is my target audience?
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  Who is this ideal avatar?
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  And I actually brought life to that.
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  I have, you know, a picture right here when I'm developing content, okay?
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  This is who I'm delivering the content to, puts me in that mindset, and I'm able
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  to deliver that content in a way that speaks to them on their level, mirroring
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  them, and they'll talk about that too.
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  But if you have that, that mindset and stepping back and having someone
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  that you're actually speaking to, right, because so far it's just
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  me, the camera and the microphone right now, a couple lights, right?
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  I don't think any, any object in this room is gonna buy or sell real estate,
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  which is the ultimate goal for creating content as a real estate agent at least.
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  And so, I need to bring life to that so that I am not just speaking to the camera.
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  Because the camera is not gonna convert into sales.
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  So what I do, obviously, if you need help creating your I Ideal avatar, check
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  out this video right here that I created that kind of goes through, you know,
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  breaking it down and how to do it however.
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  If we're, you know, sitting here and trying to bring it to content,
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  that's a next level and that's what we're gonna talk about.
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  So let's go.
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  So in collecting, you know, an idea of what your avatar is going to be drawn
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  to, or, you know, engage with, which is key in social media, we have two options.
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  You can ask your avatar that you've created, but unless you're on Jim Henson
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  level with animation and technology, I don't think they're gonna say much back.
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  The next option, and really the only option is, so say maybe you
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  just sold a home to a family and your ideal avatar is a family.
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  Ask them.
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  Ask them what they do for fun.
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  Ask them what their lifestyle looks like.
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  Ask them, you know, what questions they have about the real estate market
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  when they're seeing stuff in content, even if they didn't buy a house.
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  Maybe you know, you have a best friend that's a family and say, Hey, I'm
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  working on developing some content.
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  What kind of stuff would you like to see?
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  Okay, so what's your favorite restaurant?
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  What's the favorite thing the kids like to do on the weekend?
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  So you're building a list of ideas and then you can go back in and you
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  can do business spotlights and you can do, you know, educational videos
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  on caring for your house and you can.
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  You know, do all the things.
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  Maybe installing a play set, right?
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  A family is your thing, we'll just kind of roll with it.
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  And so you're developing buckets for your content, but it's directly
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  from your ideal audience, right?
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  And then you're speaking to that ideal audience as you go.
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  And, and so that really changed my entire content.
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  Cause I didn't just have to come up here, you know, and free flow
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  and brainstorm all kinds of things.
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  I had the ability.
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  To say, okay, I'm delivering content to this, right, this person.
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  And you know, you can draw it out, you can find it on the internet,
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  you can have a picture of it.
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  And then when you're sitting there, you're actually having the conversation
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  and delivering valuable content to them speaking their language.
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  And that's where it kind of takes off.
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  And people say, well, Jeremy, you know what happens if I don't really want
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  to just niche down to one audience?
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  You don't have to, but when delivering content, you want.
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  All of the people in that target audience to, to relate.
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  And most people will relate.
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  We're, we're all different, but we're all the same, you know, at the end of the day.
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  So if you're, you're looking for families and stuff like that, they'll relate.
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  They'll relate to, you know, the new amusement park that's
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  in town, they'll relate to.
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  The kid-friendly restaurant and so on.
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  But there's also, you know, subcultures that could, you know, buy in.
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  I always say, you know, if my target avatars, you know, a, a single
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  professional that lives downtown, you know, maybe I'm doing rooftop, best
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  rooftop bars to go to in Denver, right.
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  As, as a suburban dad, family guy.
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  I'm still gonna relate to that cause I like to go out and have a beer
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  on the patio every once in a while.
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  And so that's where, you know, you can kind of mix and match.
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  And it doesn't mean that that's the only person you serve, it's just
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  that's how you develop content and then you kind of get the outer,
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  outer interest to come in as well.
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  And that's when your business really expands.
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  Next, we must understand that our avatar changes, right?
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  We can't just continue to create the same and same and same.
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  And people say, well, that's, you know, families, whatever,
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  but they evolve, right?
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  The same thing that my kids like to do at five and seven in six months, maybe that's
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  pretty wide range, but if they, if they like to do that now in five years, it's
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  gonna be a whole different story, right?
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  We're gonna be talking about sports complexes, maybe leagues.
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  And, and things like that and, you know, traveling teams and all of that.
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  So you need to adjust and just have your avatar be a dynamic character who,
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  you know, you're constantly updating and constantly, you know, changing
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  because there's gonna be things that happen in the world that change kind
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  of what their, their interests are.
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  What.
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  They need to hear at the time.
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  And so as you're developing content, your avatar needs to develop along with
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  you, which sounds obvious, but a lot of people get stuck because it is a static
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  image sitting in front of you that you know we're, that's never changing.
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  That's our client avatar.
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  That's it.
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  For instance, like if you're a real estate agent and you're just marketing
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  the first time home buyers, you're just delivering content to first time
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  home buyers will those first time home buyers have the ability first.
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  Sure.
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  Have a great experience.
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  You know, driving home content, they share your content with a
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  friend that's referrals as you go.
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  But those first time home buyers will eventually buy a move up
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  home, and that's two transactions.
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  And probably their move up home isn't their dream home or forever home.
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  And so they're gonna move up through the cycle.
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  So your content needs to develop along with them so that you know,
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  we're getting to the point because you're gonna deliver a very different
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  message to first time home buyers than you would to move up buyers and.
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  And so if you can kind of have that dynamic and have that
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  created, then it's absolutely key.
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  And as a real estate agent to, you know, the market and we, we deal
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  with a lot of dynamic information.
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  So always, constantly be changing that avatar, moving
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  them through the progression.
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  As you serve, it's really easy if you're in the same lifeboat as your avatar,
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  cuz you're seeing those changes, right?
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  Think about, watch your content from a non-biased opinion and just say,
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  okay, does that relate to me still?
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  If it does, great.
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  If not, change it and, and go from there.
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  So, I'm sure you have a ton of ideas and you know everything.
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  The biggest thing I do is write everything down.
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  When it comes up in my phone, I just have a notes app that's called content, and
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  I'm listening to a podcast and I hear an idea, boom, I'm just gonna write it.
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  Is it for my real estate agents or is it for my my client YouTube
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  channel on on the other channel.
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  You know, I, I kind of organize it and then I come back and when I'm sitting at
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  my desk right here creating content, I have a, an, an image of my ideal avatar,
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  you know, for whatever channel it's for.
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  And I'm writing it down, or I'm typing it up in Trello or what, however I do that.
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  And so, That's super important is to brainstorm your
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  ideas, get it down on paper.
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  Sometimes I don't have my phone with me, and I have all these great ideas.
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  Yesterday I was taking a walk and I was like, oh, what are
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  all those ideas I just had?
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  I need to go back and listen to that same podcast, which is
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  not the best use of my time.
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  I know.
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  But that's how it goes.
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  So jot it down right away.
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  Otherwise you'll forget it.
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  Come back to it and then develop an outline or a script.
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  I'm not a huge script guy.
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  , With your ideal avatar in mind where you have a little more time to detail it out.
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  So I hope that helps.
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  I hope that gets you off of the snide, so to speak, creating content.
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  And if you feel a little bit, you know, down and aren't understanding, you know,
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  you don't have a clear vision of what content you should create, I think that
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  this exercise will help you so much and incredibly move your content forward
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  and hopefully help it convert again.
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  Light, comment, subscribe if you're interested.
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  We are over on podcast, so if you need audio only, please check that out.
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  Share it with your favorite real estate agent, growing that
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  community every single day.
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  Have a good one and go win today.
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  Bye-bye.