Producing half of her enterprise on Instagram, North Carolina-based agent Emily McAllister focuses on creating native content material that gives worth to her ultimate consumer teams. Jimmy Burgess sits down along with her to search out out precisely how she does it.
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Success on social media isn’t simply concerning the variety of views. It’s about specializing in and offering content material that particular viewers need and want. Emily McAllister, out of Greenville, North Carolina, is producing over 50 p.c of her enterprise by producing native content material that focuses on purposefully offering worth to her ultimate consumer teams.
Over her 8-year profession, McAllister has seen her enterprise evolve from conventional enterprise progress methods to extra trendy social media-focused advertising. She by accident discovered herself having success on TikTok, however despite the fact that she was receiving quite a lot of engagement and constructing model consciousness, she didn’t have management over the kind of viewers she was constructing, and it wasn’t translating to the expansion in her enterprise she desired.
This led her to shift from the get-as-many-eyes-on-the-content TikTok technique to a extra purposeful content material technique on Instagram, focusing geographically and demographically on purposeful content material for her ultimate shoppers.
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These modifications have resulted in a thriving enterprise that permits her to share her ardour for the Greenville space in a means that’s persistently attracting increasingly more enterprise.
Her content material combine consists of roughly 35 p.c native actual property content material and 65 p.c community-focused content material. Her Instagram web page is one which brokers can make the most of as a mannequin to construct a neighborhood viewers for themselves. The next are just a few particular examples of what’s working for her proper now.
Twist on a traditional residence tour video
Many brokers do a video walk-through or short-form video highlighting their itemizing. McAllister added a twist to unlock a selected group of potential consumers for her itemizing. The change she made was not simply to focus on the house however to get very particular in her concentrating on of move-up consumers.
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“I started this video with a callout to a very specific audience. I started with a close-up view of me standing in front of a gorgeous ‘buy-up’ home, then as I spoke, I panned the camera back for a full view of the home,” McAllister stated. She begins all of her movies with just a few totally different taglines, and on this video, after the tagline, she stated, “If you bought a starter home in Pitt County prior to the year 2020, this message is for you because you can buy a house like this with a mortgage payment of just under $2,000 with the equity you more than likely have in your current house.”
She stated most of the native individuals won’t remark within the feedback part as a consequence of fear about different individuals “knowing their business,” however many direct message her for particulars. She additionally stated changing the reel to an Instagram story with a hyperlink to the small print has been the best means one of these content material has generated leads for her.
“Although the public engagement may not appear as high on this type of reel, the specific targeting has elevated this to one of the best types of videos I’ve produced for speaking directly to a specific prospect. My early success on TikTok was both a blessing and a curse. It taught me to chase likes and engagement even if they weren’t growing a specific audience that would be beneficial. I’m now more focused on how specific posts capture the attention of specific people I can help,” McAllister stated.
Native restaurant specials video
One other giant a part of constructing her private model on Instagram has been her hyperlocal content material for Greenville. By sharing particulars about native companies, she helps them acquire publicity for his or her corporations, however she additionally units herself aside as a useful resource for all issues Greenville. A latest reel that carried out nicely was the place she highlighted 5 native restaurant specials for every weekday evening.
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She began the video by saying, “Here’s five Greenville weekday specials in 30 seconds.” Then she shot fast clips of herself in every location having fun with the particular. She stated the companies beloved it, and she or he added all of them as collaborators on the submit, which expanded their audiences. This reel generated over 1,000 likes and over 500 shares.
Individual-on-the-street movies (distinctive itemizing promotion technique)
“Person on the Street” movies are a format that late-night hosts first made common. This format performs at a excessive stage on social media as nicely. It entails asking random individuals on the road a query with a prize usually related if the right reply is given.
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McAllister utilized this format not too long ago and promoted her new itemizing by taking part in a sport she known as “The Listing Price is Right.” She provided a $100 reward card to the one that guessed the closest to the checklist value with out going over the worth. This format is participating, and the thought of not figuring out what may occur or what somebody may say creates an interesting video and further promotion for the itemizing.
Meet me at native occasions
McAllister stated one of many largest “aha” moments she had was realizing native success on social media isn’t nearly social media presence, nevertheless it additionally entails neighborhood presence. One of many methods she has linked her social media along with her neighborhood presence is thru selling native occasions.
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She is going to spotlight an upcoming occasion and let individuals know that she can be there. This creates conversations with individuals who attended the occasion and discovered about it by her Instagram video. This has additionally led to occasion coordinators and native companies asking her to attend and promote their occasions or grand openings. These movies proceed to create engagement along with her area people and potential shoppers. She additionally shoots movies whereas attending the occasion to make her content material extra private as nicely.
If you wish to flip your Instagram web page right into a business-generating platform in 2025, concentrate on native, purposeful content material. In the event you’re searching for an instance of somebody who’s doing this nicely, try Emily McAllister on her Instagram web page.
Jimmy Burgess is an actual property agent and nationwide workforce builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seaside markets. Join with him on Instagram and LinkedIn.
