People’s ability to smell a load of bull has never been higher. That’s why it’s important to make sure the real, repeat, real you comes through in your marketing.
You can’t sell yourself as a carefully constructed public-facing persona. It has to be you. Otherwise, cracks will appear in the persona as soon as people meet you in person, and they will feel swindled or lied to.
Those that convey their real personality in their marketing (particularly social media) make actual connections, and reap the benefits.
“Tactics can be great. And tools can save you time. But if you lose sight of this one simple principle, it’ll be all for naught: Social media at its core is social. It’s about real relationships with real people,” wrote Jackie Johnstone, Social Media Strategist and Entrepreneur.
“Businesses that anchor their social strategy on this golden rule have loyal audiences, bigger followings and more sales.”
Just like your mom told you on the first day of school, here’s our pitch on why you should always be yourself.
There is a Real Demand for Real Life
Look at our entertainment. The real world has never been more popular. Reality TV has created an entire generation of people who are now famous for being themselves. Duck Dynasty, Keeping Up with the Kardashians, and the Real Housewives of AnywhereYouLike are proof that we all love a backstage peek at anything.
There are successful shows about the interworkings of everything from pawn shops, to airport security.
Oh yeah, and all of those massively popular shows about real estate...
What You Do Fascinates People
This is why shows like House Hunters have exploded in popularity over the years. Because people want to see how much houses cost in another city, wonder if they could live in that home, and watch strangers complain about poor sightlines to the kitchen.
“But to the astonishment of rival networks, ‘House Hunters’ remains one of the most unlikely and unstoppable juggernauts on TV. The show last year aired a staggering 447 new episodes — far more than the typical 12-to-22-episode cable season — and helped HGTV become one of the most-watched cable networks in America,” wrote the Washington Post’s Drew Harwell.
People are always interested in real estate, in some form or another. They want to know how much houses cost in every neighborhood in the city. Is that going up or down? Should we have moved there?
A major hang-up in sharing more about yourself is often “nobody cares.” But believe us when we say they very much do.
People Still Want to Do Business With People
Letting your personality shine through your marketing humanizes you, and makes you more than a headshot. Even in this age of friendship requests and buying online, real estate is still very much a relationship-based transaction. People want to buy and sell from people.
Making them laugh, smile or think with a picture or post on your social feed instantly bookmarks you in their minds, and they will be far more likely to work with you, versus someone with more bland and impersonal marketing.
Being Someone Else is Exhausting, Expensive and Doomed to Fail
The second you begin building a brand that is reflective of what you think people want, instead of what you are, you have started to fail. To be blunt, people will see through it-- especially in real estate.
“Don’t make the mistake of giving your audience less credit than they deserve,” wrote small business blogger, James T Noble.
“They are far more informed, aware, socially connected – and empowered – crowd than ever before with high standards… and boy do they have attitude. This is THEIR area too, and they can sniff out a scam at 10 paces.”
So be real with yourself and your marketing. People want to know more about you. So let them, and you will create personal connections that really help your business. Every aspect of your overall brand will be stronger.
Now take a look at your printed materials. Does it show the real you? If not, click here and we can help you fix it.