Trade leaders at Inman Join New York argued that social media and on-line movies are important instruments for at the moment’s actual property brokers, who want to search 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 periods on how brokers can construct their enterprise with social media.
The periods — which additionally featured eXp Chief Advertising Officer Wendy Forsythe — centered on video manufacturing, social media, and the professionals and cons of going viral, amongst different issues. However the general takeaway was that brokers must step up their social media methods in the event that they need to take their companies to the subsequent degree.
Listed here are a number of the suggestions the consultants 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 target market. Quickly, nonetheless, it crossed over right into a mainstream viewers — producing intense mockery. That didn’t really feel nice.
Forsythe mentioned the response was so intense that the corporate briefly pulled the video offline. However the lesson was greater and extra necessary: 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 cover from the digital camera
Rittberg additionally spoke about concern, surveying the viewers at one level to search out out who was comfy occurring digital camera. Solely about half the arms within the crowd went up. But Rittberg agreed that pushing past concern is important for brokers who need to discover new purchasers and make more cash.
“Fear is holding you back from showing up on camera,” she argued.
Rittberg mentioned that concern takes many types, equivalent to procrastination. However brokers who give in to concern are in the end “hiding from the camera,” which she mentioned 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 Officer Wendy Forsythe at Inman Join New York on Friday. Credit score: AJ Canaria Artistic Companies
Don’t delegate your voice
Forsythe noticed that many profitable brokers prefer to outsource varied duties, which is smart. However she cautioned that in terms of social media, brokers want an genuine voice — one thing they gained’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 mentioned brokers must current themselves as consultants of their discipline.
For knowledgeable brokers with prolonged observe information, that is probably not an issue. However for newer brokers with out as a lot standard experience, Rittberg suggested in search of different issues that reveal experience. These issues may embody an agent’s “wins,” Rittberg mentioned, or their complete ebook of enterprise. However the level is for brokers to discover a technique to present purchasers 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 intently will reveal content material creation concepts. Brokers can submit, for instance, in regards to the questions their purchasers increase, the properties they get to preview, market studies and extra.
Forsythe’s level was that brokers ought to “share your story” — no matter it could 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 means, although, the takeaway from each Forsythe’s and Rittberg’s periods was that brokers must lean into their on-line manufacturers.
“All of us have become content creators,” Forsythe mentioned. “We are in a world where it matters to build our brand, to build our business and utilize content to do that.”
