Building Trust or Chasing Clicks?

2 Serious Questions Every Realtor Needs to Answer in 2024..

1. Is all press good press for your real estate business?

2.  Are you looking to gain engagement and popularity on the internet, or are you focused on building a brand that generates high-quality opportunities?   

● Why Do I Ask?

Much of what I'm seeing from realtors on social media seems focused on getting clicks and comments above all else. Just this week, I saw an agent using the "hawk tuah" video to talk about rates (if you don't know what that is, just google it). Another was dressed as a 1950s gangster, shooting fake money out of a money gun to brag about how much commission they earned for doing so little work.... Nice optics as the NAR lawsuit kicks off 🙄

These are flagrant, but on a smaller scale I see this type of cheap click content from realtors every day.

● Here's the Deal

If your goal is to build a serious brand that dominates your market, it's time to start taking seriously the idea that your potential clients will see your content before the listing or buyer consultation. Does your online brand convey what you pitch at the appointment? Your social media, email campaigns, and advertising are all extensions of you - the person trying to help more sellers and buyers and asking for their business.

Conversely, if your goal is to increase engagement with other realtors, entertain strangers who will never use your services, and make people laugh, then creating trendy content might make sense. However, I highly doubt this will fall way short of building a brand that serious clients respect and trust.

● My Experience Building My Business

Each year, I aimed to increase my price point, help more buyers and sellers, and inch closer to becoming the top agent in my market. Given that I was in my 20s and 30s while many of my clients were twice my age, I sometimes felt the need to overcompensate. But I quickly realized that achieving my goals required building a brand that commands respect and trust from serious people. Dancing around someone's listing or playing dress-up wasn't going to do that.

● My Take

Not all trends are worth following. My advice to anyone grappling with their approach to branding and marketing is to observe the top producers in your market and emulate what they convey. In nearly all cases, you'll find a combination of respect, confidence, and experience. The old saying "If you want what they have, do what they do" comes to mind. Building a reputable brand requires a strategic approach, focusing on long-term success over short-term popularity.