Branding and advertising and marketing professional Katie Lance shared recommendations on how actual property brokers can stand out from a ‘sea of sameness’ at Inman Connect New York on Tuesday.
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Real property generally is a curler coaster. If your social media advertising and marketing is rather like everybody else’s, you’re setting your self as much as journey alongside them to the underside when the market turns.
But should you take steps to set your self above the pack, with an arsenal of content material that’s distinctive, private and well-made, you’re setting your self up for achievement in all markets, advertising and marketing and branding professional Katie Lance advised a gaggle of actual property professionals at Inman Connect New York on Tuesday.
“What occurs is, in case your advertising and marketing is in a sea of sameness it turns into this feast or famine state of affairs,” she mentioned. “And you begin over again on the backside” throughout downturns.
To spotlight the ocean of sameness, she used an instance of an iconic however borderline cliche picture that’s steadily shared on social media after trip.
Some folks like seeing an image of the blue ocean out of your latest journey to the tropics, however much more could be fascinated by seeing the abundance of lovely aquatic life just under the floor, she mentioned.
She mentioned brokers ought to get comfy with their our bodies and their voices. To get began, she mentioned, “executed is best than excellent.”
“But if you get to the purpose the place we get comfy being on digital camera, you get comfy with the way you look…there comes a degree if you suppose, ‘How may I be doing this higher?’” Lance mentioned.
One of the methods to get higher, she mentioned, is just by creating extra content material. People turn into comfy showing on digital camera over time.
Lance advised brokers to offer the viewers — nevertheless large or small that viewers could be — “extra of you.”
She inspired them to talk on to the digital camera, to rapidly get to the story they’re attempting to inform.
“It’s you. You’re speaking to at least one individual,” she mentioned. “There’s not a crowd of individuals watching your YouTube movies.”
She suggested the group to not speak as if they had been chatting with a gaggle, akin to by opening a brief social media video with “Hey guys!”
“More of you, and fewer of…’Hey everyone, I’m at Inman Connect,’” she mentioned. Instead, advising them to get proper into it by saying, “‘I’m at Inman Connect and I simply needed to hop on Instagram and share with you what I’m studying.’”
As at all times, she mentioned, search for methods to face out from the pack.
Rather than sharing an image of a flower on the primary day of spring, Lance recommended a video with brief clips of varied flowers within the backyard and music overlaid within the background.
“I don’t suppose there’s any shortcut to getting higher on digital camera. We’re all going to be a little bit bit completely different,” she mentioned. “The method you get higher at being on digital camera is you simply get on digital camera extra. Go by way of that awkward section of the way you look and the way you sound.”
“I had a superb buddy of mine a number of years in the past who lovingly advised me … ‘Katie, that’s the way you look, and that’s the way you sound, so that you’ve received to recover from it.’”
Email Taylor Anderson