Earlier this week, I read a story in Inman on consumer preferences for real estate agent.
The study was funded by Engel & Völkers, a international brokerage with offices across the United States, and was focused on millennial consumers. Though it applies to everyone because it is based on proven marketing principles.
Here’s what they found.
80% would consider hiring an “Influencer” as a real estate agent.
Now, I know what you are thinking. What exactly is an influencer and how do I become one? An Influencer is someone who has established credibility online and can persuade people to take action.
Don’t expect to start sharing on social media and become an influencer overnight. It takes a consistent effort and time to cultivate an audience.
Most importantly, it takes entertainment.
Engel & Völkers Americas President and CEO Anthony Hitt said, “While you have to have the neighborhood knowledge, you also have to have a niche or distinguishing factor that blends this knowledge with entertainment or aspirational value that will make you a center of influence.”
Entertaining capture peoples attention. With all the noise in the market today, this has never been more important. When you have their interest, then it’s time to share your take on the best way to navigate the market.
“Info-tainment” as some call it, stands out from all the boring marketing focused on promises and production. Most people don’t believe your claims and don’t care about your numbers.
They care about their own dreams, desires, fears and concerns. And how you can help them.
They are never going to hear your message, let alone take action, if you sound like every other agent in your market.
For the past three years, I’ve been encouraging you to be more entertaining in order to build a business that makes your phone ring. Last year, I wrote a book outlining my complete marketing system based on these principles.
It’s called Kill Cold Calls and it’s for everyone who hates annoying their clients and prospects with crappy marketing tactics.
You can get your copy here: