In customer intensive industries like real estate, building great relationships are the key to growing a strong business and a way of standing out from your competitors.
According to digital marketing megastar, Gary Vaynerchuk,
“Relationships are leverage. If you give value to someone else first, you have leverage”.
Vaynerchuk has famously played the long game on social media networks like Facebook, Instagram, and LinkedIn, recommending a focus on using these networks to tell stories about your business and your brand.
With inbound leads from homeowners wanting to sell their homes and investors looking for property management solutions being critical for business growth, many real estate agencies focus on lead generation as a core marketing activity.
In digital, as in life, timing is everything.
After running thousands of homeowner and investor campaigns, we have learned that real estate agents are rarely able to generate high-quality leads with a short-term 1-month digital campaign.
The key reason is that their target audience may not know who they are, what they stand for, and what value they can provide. All agents want to generate leads, but not all invest in the long term value game.
We recommend playing the long game and giving value.
What is giving value
In the context of marketing, “giving value” refers to when a business provides content and expects nothing in return. It can be what separates you from everyone else. In other words, the more value your business can offer the client, the more likely they will choose you over your competitors.
Great content that is relevant and unique is paramount—especially when combined with compelling offers and incentives. In doing this, you can accomplish three things:
- Build trust with the client.
- Develop brand awareness.
- Most importantly, you grow and generate leads.
What does giving value look like
In real estate, there are numerous ways you can give value: suburb reports, advice on selling, recent sale results, trends in the area, livability reports to name just a few.
By going above and beyond what is expected, you strengthen your relationship with your target audience. The importance of giving value is well recognised in other industries as well—Coca-Cola’s widely successful “Share a Coke” campaign is a great example.
Started in 2014, the soft drink company replaced its logo on 20-ounce bottles with 250 of the most common American names. This personalised their product, as consumers were encouraged to find bottles with names they connected with and give them to a friend or family member.
It gave the consumer more value by making them feel more connected to the product, and by extension, the brand.
Start giving value now
Ultimately, when looking at delivering value, businesses need to ensure that what they are offering is relevant to the interests of their target audience. As the author, life coach, and philanthropist Tony Robbins says,
“If you add the value, you will become the brand. Find a way to add more value than anyone else does”.
So how do you give value in your real estate marketing?
- Focus on answering the questions your customer and prospects are asking your team. Distribute the answers in blog posts, social posts, webinars, and emails. Create a content marketing strategy that helps you distribute your amazing content.
- Be generous with sharing your content. Don’t hide it behind lead forms. Give it away freely and expect nothing in return. This will build your brand.
- Listen to what your customers are saying on social channels. Don’t limit yourself to your own channels but get involved in community and neighbourhood Facebook Pages. Again, be generous with the information you share. Give and ask for nothing in return.
If you would like help creating a multi-channel content strategy that builds your brand and generates leads get in touch with our team.