Trade leaders at Inman Join New York argued that social media and on-line movies are important instruments for at present’s actual property brokers, who want to seek out their voice and share their tales.
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Kim Rittberg has a easy message for brokers: “Content coverts to cash.”
Rittberg is a former journalist and broadcaster who now works as an actual property video coach. On Friday, she appeared on the Inman Join New York stage as a part of a string of classes on how brokers can construct their enterprise with social media.
The classes — which additionally featured eXp Chief Advertising and marketing Officer Wendy Forsythe — targeted on video manufacturing, social media, and the professionals and cons of going viral, amongst different issues. However the total takeaway was that brokers have to step up their social media methods in the event that they need to take their companies to the following degree.
Listed below are a number of the ideas the specialists shared:
Get previous the concern
Forsythe recalled a viral rap video that included her, eXp World Holdings CEO Glenn Sanford and eXp Realty CEO Leo Pareja. The video confirmed the trio dancing and rapping onstage and initially went viral amongst supporters and the video’s audience. Quickly, nevertheless, it crossed over right into a mainstream viewers — producing intense mockery. That didn’t really feel nice.
Forsythe stated the response was so intense that the corporate quickly pulled the video offline. However the lesson was greater and extra essential: Going viral helped Forsythe “get past the fear” that usually journeys brokers up and prevents them from sharing content material on-line.
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Don’t conceal from the digicam
Rittberg additionally spoke about concern, surveying the viewers at one level to seek out out who was comfy occurring digicam. Solely about half the palms within the crowd went up. But Rittberg agreed that pushing past concern is important for brokers who need to discover new shoppers and make more cash.
“Fear is holding you back from showing up on camera,” she argued.
Rittberg stated that concern takes many types, reminiscent of procrastination. However brokers who give in to concern are in the end “hiding from the camera,” which she stated quantities to “hiding from clients.”
“My agents realize this,” Rittberg added. “The ones who are not hiding are bringing clients right and left.”
EXp Chief Advertising and marketing Officer Wendy Forsythe at Inman Join New York on Friday. Credit score: AJ Canaria Inventive Companies
Don’t delegate your voice
Forsythe noticed that many profitable brokers prefer to outsource numerous duties, which is sensible. However she cautioned that relating to social media, brokers want an genuine voice — one thing they received’t have in the event that they assign another person to do their on-line content material.
“You cannot delegate your voice,” she suggested. “Don’t have somebody else do your social media for you. You need to be authentic to your voice. That is where your superpower as a brand comes from.”
Construct credibility
Throughout her presentation, Rittberg stated brokers have to current themselves as specialists of their subject.
For knowledgeable brokers with prolonged observe data, that might not be an issue. However for newer brokers with out as a lot standard experience, Rittberg suggested in search of different issues that show experience. These issues may embrace an agent’s “wins,” Rittberg stated, or their complete e-book of enterprise. However the level is for brokers to discover a solution to present shoppers that they’re educated.
“Even if you’ve only been in the business for a few years, there are different ways to show your credibility,” Rittberg concluded.
Share your story
Forsythe acknowledged that one factor tripping up some brokers is a perceived lack of something to submit on-line about. However she indicated that wanting carefully will reveal content material creation concepts. Brokers can submit, for instance, concerning the questions their shoppers elevate, the houses they get to preview, market reviews and extra.
Forsythe’s level was that brokers ought to “share your story” — no matter it might be. She added, “You have an endless list of things you have to do every day.” And people issues can flip into content material on social media.
Both approach, although, the takeaway from each Forsythe’s and Rittberg’s classes was that brokers have to lean into their on-line manufacturers.
“All of us have become content creators,” Forsythe stated. “We are in a world where it matters to build our brand, to build our business and utilize content to do that.”
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