Read time: 5 mins. This week we are going to look at how to build a real estate personal brand with great video and content.
Real estate investors are 3-5 years behind realtors when it comes to good videos and creating great content.
If you want to be an influencer or even have an impact on your market, you need to create content. It is also important to create micro-content from your macro content so you can save time and that enables you to be omnipresent online.
It’s not easy.
When it Comes to Video and Content,
Real Estate Investors are 3-5 Years Behind Realtors
But doing it has its rewards.
We talk about why branding is important for real estate business owners and professionals and how personally branding yourself with content can help you control how you are perceived by others.
But in working with dozens of agents and other real estate-related professionals Laura observes they face a number of challenges:
- Overthink things and seek perfection.
- Struggle with what to say.
- Fail to be consistent.
- Expect overnight success.
They either never get started, lack impact or give up way too early.
Here is a solution;
Get Started and Improve as You Go
All too often I see or hear people say they will get started once the space in their office is set up. Or the right equipment has arrived, or they find a videographer.
You already have all you need in your pocket. Your phone.
But even with that simple realization they are still not doing anything because they think it has to be perfect.
We have all grown influenced either by the professionalism of CBC or CNN or watching the millions of followers build for the Kardashians or some other pseudo-celebrity.
The bottom line is that they all started in the same place as you. Got started. Learned and improved.
Don’t Try to Create. Chronicle or Curate Your Personal Brand Journey
All too often we feel we have to be some kind of creative genius.
Then we get frustrated when no amazing ideas come up. We become frustrated and either do not do anything or post mediocre, not thought-through content because we feel we have to post something.
Instead, sit down at the end of each day and reflect on what has happened and what part of it could be useful for someone else to know. That’s chronicling and it’s how huge content producers like Gary Vaynerchuk work.
Alternatively, gather the learnings and wisdom of others and curate it for your audience. Use trusted sources and resist the temptation to repurpose other people’s content.
Your audience is busy and they do not have time to go find this information so you are helping them and they will notice and appreciate it over time.
3 tools to easily curate content;
- Google alerts – set up searches for the main topics and have them delivered to you daily or weekly – https://www.google.com/alerts
- Newsletters – sign up for the ones focused on your main topic areas. There are even curated newsletters that can save you time.
- Pocket – rather than emailing web links to yourself or bookmarking pages use this app or web browser add-on to save the interesting things you see and read later. https://getpocket.com/en/
Small Steps With Your Personal Brand Every Day Compound Over Time
When we embark on something new we are all excited. We dive in and the first few days and weeks fly by as we enjoy it and it’s all new and fresh.
But then reality sets in you get busy and you don’t do things as often. There is always tomorrow.
Do not feel it all has to be 100 mph from day 1.
Small improvements every day will have a much greater and lasting effect.
Start with only ONE social media channel.
Choose the one where the people you are trying to reach hang out most often.
Not sure what that is? Ask
Spend the time to get really, really comfortable and good on one channel before you try to take on a second.
Block time off each week in your calendar to think about content ideas and sketch out what you are going to do for the next week.
Then block 15 minutes a day to post that content.
Personal Brand Overnight Success is Measured in Years
Stop chasing the viral video or post. This is like being featured in a big media publication. You think the phone is going to ring off the hook but it doesn’t.
As Laura mentions, the success of your content and building of your personal brand is going to be measured in months and years not hours and days.
You might initially hear crickets as if no one is listening or reading your content. Stick with the long-term plan and stay focused on your target audience and the content.
Your personal brand allows you to be authentic and attract the right type of connections. In fact, realtors like Matt Leonetti have found they can use their content as a pre-qualifier because his humour is not for everyone.
Matt’s content comes up top on Page 1 of Google.
People who do reach out for a zoom call or a meeting are doing so because they have already got to know, like and to an extent, trust Matt because of his content.
As we discuss in the podcast when it comes to video and content creation real estate investors are 3-5 years behind realtors. There is a lot of opportunity for real estate investors to brand themselves online to attract joint venture partners for example and much more.
Be one of the early ones and gain a competitive advantage. Start now.
More on using video – Building Your Personal Brand With Dramatic Storytelling – https://paulcopcutt.com/episode52/
Get in touch with Laura
Follow on TikTok https://www.tiktok.com/@laurastewartto
From the Ground Up Media https://www.ftgumedia.com/
When you’re ready here is how I can help you;
Work with me and my team on defining and growing your personal brand and building your business.
Let’s set up an initial call to discuss what that might look like https://bookme.name/paulcopcutt/bb