As I write this blog, I’m finding it hard to focus. There are a lot of temptations out there, and sweet distraction is only ever a few clicks away. We have computers in our pocket with a nearly infinite supply of content on them. Billion-dollar corporations curate that content and engineer the delivery of it to be seamlessly addictive.
With all this available content, how does a real estate agent stand out in a world where the attention economy is saturated with so many options?
It might seem impossible to get eyes on anything you post when you’re at the mercy of advanced algorithms and competing against Hollywood-quality productions. But these entities are not necessarily working against us.
Real estate agents should leverage social media platforms and focus on micro-communities.
If you specialize in helping first-time homebuyers, then it makes sense to leverage an app like Snapchat or Instagram, because that’s where your young demographic will be.
If you deal with luxury buyers, then you need to be seen on the right lifestyle sites. Nearly every wealthy community has some kind of print publication that advertises the goings on about town.
If you are looking to target baby boomers, then you should contribute to your local newspaper’s website and Facebook page. Many of the papers across the country have a REALTOR® that regularly weighs in on the market. If your paper doesn’t have that kind of commentator, why shouldn’t it be you?
Apply a who, what, where, when, why, analysis of your audience.
If you focus on being a community expert, and get even just a few likes on everything you post, one of those people is going to regard you as the go-to agent for that particular community.
When people start reading your content before they make weekend plans, or one of your blogs has a positive impact on a neighbor, those kinds of occurrences are priceless. Focus on providing perfect content for a small ground instead of good content for a huge group.
Never feel as though you need to compete against the net’s greatest bloggers and grandest content studios. All you have to do is focus on delighting the people that matter most to your business, and those are the people in your community.