I have been thinking about authenticity lately, not just in the real estate business, but in the current world, we inhabit. Here are some questions I have been asking myself, as I sit down at my computer each day, that may resonate with you:
* Why am I writing to this person or group of people today?
* How do I convey to the recipients of my communication that I’m simply trying to add value to their life and/or business?
* If I want something from the people I am reaching out to, am I giving value in excess of what I am asking of them?
* Do I have a relationship that is strong enough to make this ask?
* Do these people like, trust, and depend on me yet?
These are all questions we may ask ourselves when we are in a new relationship or friendship in our personal life. I notice, however, in business, especially when a lot of communication is now virtual, the relationship-building can sometimes get skipped over in order to “get down to business,” when in truth, it is more important than ever.
In the real estate business, people in our networks will come and go, sometimes due to our perceived lack of time to reach out. There are natural ebbs and flows and that is to be expected. Demanding authenticity from ourselves when writing or calling on clients, especially when we get busy and don’t feel like we have time to connect, can be challenging.
I found the current articles below to be helpful to me this week, as I ask the most important question of all: Am I being as authentic as I can with every interaction today both personally and professionally? I know one thing for sure, if the answer is no, it will impact my bottom line and so much more!
As Thoreau so eloquently wrote, “We are constantly invited to be who we are,” but the real question is, are we accepting the invitation?
Authenticity in Real Estate News
1. The Real You
If you don’t have a lot of time every week to connect with your audience, social media is a good alternative to quasi-connect with them. If that’s your path, Forbes has a few suggestions for you: Relate to your audience, build your content around real stories, and build relationships.
Three Steps Real Estate Agents Can Take To Create Authentic And Compelling Content
2. Authenticity and Numbers
The Content Marketing Institute doesn’t mention authenticity once in this next article. It only speaks to the value of an audience. These are the people who will gather to listen to what you have to say. If you and your brand are not authentic, they probably won’t hang around very long.
How to Measure the Value of Your Subscribers
3. Let’s Face It
Video is here to stay. Some of us are comfortable in front of a camera, some are not. Video is the most shared type of content right now. I don’t think that’s going to change anytime soon. You may want to consider adding or adapting it to fit your current real estate marketing. If you can tell your story authentically, you will crush it. From Realty Biz News:
5 Quick Ways to Start a Digital Real Estate Marketing Campaign
4. Tell Your Story
Don’t know where to start? Social Media Examiner posted an article this week that suggests several ways you can use “visual content to tell stories that engage your audience.” According to Forrester Research, a one minute video is worth 1.8 million words. Crazy right?
How to Use Visual Storytelling in Your Marketing: 5 Ways
5. Live Your Story
Rounding out this week’s news is a relevant Inman article written by Brian Buffini in August 2020. Brian writes, “anyone can have a pretty website and consistent social media presence, but if the story your brand tells on those platforms is inauthentic, it’s not going to resonate.”
Real estate marketing: 5 tips for telling an authentic brand story
