Better Know Your Audience With Content
As an estate agent, it is likely you have a good idea of who your audience is. Even if you haven’t formally detailed who you try to reach and who you provide services for, you will likely have a person or household in mind with everything you do.
If you don’t have this, stop whatever you are doing, and make sure you have a customer or client in mind. It is one of the most important things in business, and if you’re an estate agent working with no fixed idea of who your clients are, you are merely guessing at what you should do.
However, just because you have a clear idea of who your audience is doesn’t mean you know what they want.
It takes time to get to know people, and what they want from you. On the surface, things are simple. Your client wants you to sell their home, to let their property or to find them a new home. Virtually all estate agents are the same.
However, if that is the basic premise of every relationship between agents and clients, why are there so many estate agents? There is considerable competition in the housing market.
How do you differentiate yourself?
Customers can differentiate on price, location, an expected standard of service, personality, speed of service, and many other factors.
There will be many people, families and households who choose an agent because they like the way they engage others, and present themselves. Your social media content speaks for you in the same way a flyer, a billboard, an advert or even a short conversation does.
At first, estate agents should try to create and share content which speaks for them, and which showcases what they offer. However, to achieve success, you need to speak to and for your audience, and provide people with what they want to see and hear.
What content gets most interaction and engagement?
When you produce content, you get a feel for what your audience wants to hear. If you share a post which talks about house prices in the local area and then you share a post which offers advice on presenting a home, look at the engagement.
If more people share, like and comment on the post which talks about house prices, people are looking for information. As an agent, you have information at your fingertips which helps people make a decision. If you find this sort of content is the style which encourages people to interact with you, it’s the content your audience wants to see.
You should look to present more of this content, and be seen as an agent with their finger on the local pulse.
Alternatively, in the examples stated, if people are more interested in practical tips and guidance, this should form the basis of your social content approach.
Both of these topics are important, but if your audience is looking for certain information, it makes sense for you to create more of these posts, as it provides your audience with what matters to them. In turn, you become the estate agent who matters to them.
If the content you create isn’t connecting with your audience, you need to try a different sort of content. If you try various approaches, and nothing connects with your audience, you might have the wrong audience!
What is working for you right now?
When it comes to social media content for estate agents, some things work and some things don’t. There are certain approaches which work more often, but any “expert” who tells you that one approach is always successful is telling you lies.
So many factors influence what drives connectivity, and this is why you must pay attention to how your content performs.
You should review your social activity regularly, because this ensures you react and respond to comments and requests. More importantly, you will develop an understanding for what people like to see, and what helps your audience.
This feedback should be the platform for the content you make in greater numbers and on a more regular basis.
If you are an estate agent looking to win instructions and gain new clients, you need to know your audience, and what they want from you. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.
If you want to learn how content helps you get to know your audience and ultimately, sell homes in a challenging time, contact us today.