When it comes to managing real estate your marketing strategy, and all of the pieces within it, it’s sometimes easy to forget that you’re marketing to actual people; and that those people have real needs, real wants, and real values.
It’s easy to get caught up in metrics of who clicked this, who downloaded that, and who engaged with the other, but good, authentic marketing goes beyond that.
Generally speaking, marketing is all about connecting with your audience and building trust with them. To be successful in marketing, your audience must trust you, your brand, and your business; and a lot of big brands go a long way to work toward making their audience trust them.
★ Want to learn more about building trust and authenticity with your audience? Have a look at these posts:
- The Steps to Building a Trustworthy Personal Real Estate Brand
- Why Every Agent Should Have Their Own, Personal Brand
- Planning an End-to-End Brand Experience for Your Real Estate Business
With everything going on in the world over the last couple of years, building trust is more important than ever, as people seem to be more skeptical than ever about brands, businesses, and their intentions.
That’s where authenticity comes in. Without a doubt, the absolute best way to build trust with your audience is to be authentic with them. When done correctly, authenticity helps your audience connect with you, believe in your, and ultimately, trust you.
Authenticity in marketing is rooted in honesty. Meaning, for you to truly be authentic with your audience, and win them over, honesty goes a long way.
For example, most real estate agents will always have marketing messaging that says that “right now is a great time to buy or sell a home”; but what if it wasn’t a good time to do either? And, what if you told the person who inquired exactly that?
It may seem a bit crazy to give up business (and not everyone can, or would, do this of course), but if someone is truly looking for the best time to buy or a sell a home, and and agent told them, right now isn’t a good time, but you’ll follow up with them when it is; and then once you did follow up, they waited just a little longer to sell their home, and the market agreed with them, and they sold their home for 5% more money than they would’ve, imagine how happy they’d be, and:
- how many people they’d recommend you to,
- how much they’d advocate for you and your brand,
- how much they’d trust you,
- and as a result, how many more people you’d work in the future because of it.
And of course, there’s many more ways to be authentic and build trust with your audience through your marketing strategy, whether that’s through your messaging, your charitable commitments, or many other things; the key is to make sure that you actually believe in the marketing messaging you’re putting out there, or it won’t feel or be authentic.
★ Want to learn more about our own strategy for empowering agents to make better real estate marketing decisions? Have a look at this post called: How We Work to Empower Clients and Not-Yet-Clients Alike.
Being authentic in your real estate marketing works because it makes people like you; and people will always make a decision to work with someone they like and connect with over someone they don’t.
Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.
