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Want to be a Real Estate influencer?

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Want to be a Real Estate influencer? Incorporate These Three Principles Into Your Digital Marketing Strategy

I recently came across an article on persuasion and selling that features Robert Cialdini, the man who wrote the book on influence. In it, he describes 6 principles that factor into how influential a person is: reciprocity, commitment, social proof, authority, liking, and scarcity.

Because so much of your success is going to depend on the influence you have in your community and client base, I want to share how you can embrace three of these principles in your digital marketing efforts.

SOCIAL PROOF

When your future clients look you up online, they want to see what other people — your former clients — think of you. They’re looking for social proof. The easiest way to get it is through requesting online reviews.

I know asking for reviews can be uncomfortable, but it’s something you should get in the habit of doing regularly. Here’s how I recommend going about it:

First, choose the platform you want to aggregate reviews on (Zillow, Facebook, Google, etc.). Then look at your database and begin sending emails to ALL of the happiest clients you’ve worked with in the past 12 months. Each week, choose 5–10 clients from that list and send them a personal note requesting a review.

Finally, make sure that asking for reviews is a part of your strategy moving forward. I personally ask for reviews in every “congrats!” call I have with a client.

AUTHORITY

To be seen as an authority in your area, you need to put yourself out there in front of your potential clients. An easy way to do that is to create content and use platforms like Instagram, YouTube, and Facebook Live to share informational videos or host trainings.

To build up content on these platforms, begin recording videos. These can cover anything from a two-minute tip on home staging to a four-part video series on repairing credit. Think about what you can share that will positively affect your clients.

A more timely recommendation I have is for you to consistently educate clients on the current Las Vegas market and what it means that we currently have low inventory levels; this will position you as up-to-date and knowledgeable, a key in having influence.

LIKING

To get someone to like you, you’ll need to find common ground. This can be anything from having the same taste in music to discovering both of your kids play soccer. Remember, people work with people they know, LIKE, and trust!

Once you find common ground, use this as an opportunity to surprise and delight old clients who are great referrers as well as newer clients in your pipeline. Like Teddy Roosevelt said, “People don’t care how much you know until they know how much you care.”

Focus on these three principles when planning your digital marketing strategy and see how quickly your influence grows.

Questions? Thoughts? Drop me a line anytime at brian [at] LVraintree.com. I love hearing from you!

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