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Tuesday, 20 August 2019
Agent Resource Center
This Old House - Do-it-Yourself

Connect with Intention

Written by Posted On Sunday, 11 August 2019 05:25

What if you experienced an EPIC response from your marketing message? You know, just a boatload of prospects contacting you to serve their real estate needs? Are you rolling your eyes right now saying that’s just not possible?

Well, I’m here to tell you it is possible. But it takes intentional connection

Instead of sending out standard mailings, posting information that gets little or no response, or spending too much money on lead generation platforms that show a meager return on the investment…intentional connection is the communication transformation you need.

Being heard in a noisy and fractured marketplace is more challenging than ever before! Our 24/7 connectivity has led to sensory overload, and people are tired of being marketed to. But if you are looking for strategies that guarantee a huge response and high visibility that help you to connect and convert more prospects to profits, then you need to accelerate the impact of your marketing from ho-hum to intentional!

The good news is transforming your marketing doesn’t require fancy platforms, lots of money or hiring a creative team. What it does take is focus on delivering messaging that resonates with what the consumer will find engaging, not what the industry dictates. This strategy isn’t revolutionary, but critical to getting, retaining, and engaging the attention of your target market.

Here are a few tips to power up your visibility to make you shine in your marketplace.

Think RELEVANCE.

What really interests your community is information about THEM! Of course, it is important and even interesting to learn what is happening in THE marketplace, but to snag their attention, shoot for hyper-local versus global details. We now know that today’s savvy consumer can get whatever they want by searching the internet, but when you deliver interesting and specific information that is pertinent to their area, community or specific neighborhood, you are more likely to grab their attention to begin building your brand as their local resource.

Specialize.

Expertise is the key to connection, especially for the younger generation of buyers and sellers. They’ve learned to get specifically what they want when they want it. In order to respond to that need, a savvy agent focuses on specificities like geographic farming, or age demographics. This strategy of “narrowcasting” versus “broadcasting” your messaging helps to monitor and measure which of the many communication and marketing channels is working to get the attention and engagement of your target market. One of our most successful agents is laser focused on marketing and messaging to the seniors in her area. By marketing directly to a specific market segment, she focuses her marketing messaging to the value of trading their big home for a single level home, thus leveraging the services for both the buyers and sellers in this vertical. Her marketing includes deploying both traditional and online marketing messaging specifically designed to target this segment of her marketplace and it is working like gangbusters.

Coordinate the messaging with Congruency.

Think “purposeful posting” when it comes to social media. Many agents use social media, but aren’t getting the results. Just posting is better than not, but when you deploy a strategy of consistency you propel yourself ahead of the industry standard. For example, if your goal is becoming the “celebrity authority” in a specific geographic area, be prepared to cover all channels of messaging. Create a lifestyle video for your YouTube channel, cover local events with video and photos. Post regularly on Facebook and Instagram to be present where your “tribe” may get their information. Integrate this same messaging as the local resource and expert with traditional market updates, interesting facts, and upcoming events. Offer a reason for commentary that promotes conversation for higher engagement.

Marketing requires messaging that is highly relevant, engaging and valuable. If you want to boost your brand and visibility, start connecting with intention and value to be the rock star of your marketplace.

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Terri Murphy

Terri Murphy, Communication engagement specialist, author, speaker, consultant, and Master Coach with Workman Success.  She is the author of 5 books, TedTalk speaker and co-radio host on KWAMtheVoice.com. Contact: TerriMurphy.com or Email: Terri@TerriMurphy.com

https://terrimurphy.com

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