Are You Losing the Battle of Obscurity? (Part 3)

If you were to look up the definition of obscurity, you’d find that it is the state of being unknown, inconspicuous, or unimportant.

If you were to define it within a sales context, “obscurity” would mean:

1. Your prospects don’t know you
2. Your prospects met you and forgot about you when it was time to buy.

If you find yourself falling into the 2nd category of obscurity, than you are probably unaware of the client buying/selling process.

Take a look at the Buyer’s & Seller’s Target below.

The target represents the percentage of prospects that will fall into specific timelines of purchasing.

When advertising on Facebook, Instagram, or LinkedIn it’s important to understand that buying or selling a home is not an event — it’s a process. You must pique the attention of your ideal customer while they are in the research phase with valuable content, and follow them throughout their journey while providing yet more content. Your job as a real estate agent is to help them along their journey, and you’ll inevitably become their expert go-to when the time is right. After all, 2019 is about building a relationship with your consumers through paid marketing.

Step 3 of How to Position Yourself

If you haven’t yet taken the time to figure out who your ideal client is, and what makes you different from all of the other agents, then give those links a click.

In this article we’re going to break down how you can reach into your ideal client’s world with your ads & marketing by creating content that they actually want to know about.

The Branding Cell

At first glance, you’re probably thinking “why am I looking at another target?”.

The answer: because this cell is going to help you to figure out “the how” of creating compelling content.

Sharing posts about color schemes for painting bedrooms, for example, can be helpful…but it is only one small aspect of content that your prospect might want to know about. You can do better, and we’re going to show you how.

Here’s How it Works

1. The first “tier” of branding and content creation is referred to as Direct Branding.

Within this section you want any content that you produce to be tied directly to your own brand. Whether you’re a broker or an agent within a brokerage that has to generate their own marketing, you want to have a clearly defined brand.

This could include specific name call-outs, icon mentions, taglines, and slogans.

Here’s an example

2. The second “tier” of branding and content creation is referred to as Product & Category Mentions.

Think of this circle on the branding cell as your secondary approach to appealing to your ideal client.

To give you an example, as an agent you are always looking for ways to guide your clients through the home buying & selling process so that they can have the best experience possible working with you. You most likely have a power team of affiliates that you refer them to; mortgage specialists, home inspectors, insurance agents, etc.

All of these professions compliment yours and are very relevant to your client — this is what you would consider writing content on, in order to educate your prospects.

3. The third “tier” of branding and content creation is referred to as Theme/Image Terms.

The outermost circle on the branding cell is all about the intrinsic value that your brand is trying to portray. It’s a bit more abstract, a bit more “6 degrees of separation”, and appeals more to the lifestyle that your ideal client is trying to achieve.

For example, if you are a boutique agent or brokerage looking to attract high-end clients, then perhaps you would create content that appeals to premium vacation spots, or how to reduce your taxes so that you aren’t taxed in the highest category.

If you’re on the other end of the spectrum, and you’re a discount brokerage, then you might create content that is geared towards saving money for your children’s college tuition.

Use Our Work

Here is a quick sheet that we’ve created that will help you create that amazing content that will help you to WIN THE BATTLE OF OBSCURITY.

PS: Let me know what you thought of the post, and if you have any questions.

Trevor MacCalder

”I believe that it’s within a culture of positive interaction and meaningful relationships that great things inevitably happen.”