Why 98% of Real Estate Agents will Fail

Top selling real estate agents have one thing in common; they are highly visible and extremely recognizable. In the past, top agents accomplished this by putting their faces on billboards and park benches. The instant recognition this type of visibility brought made it easy to attract listings. While this is still mostly the case, today we live in a digital world where customers look for that sort of visibility online, and not on their commute to work. So, how do you, as a new or seasoned agent, get this level of visibility, especially if you do not have the budget to put up billboard ads? The answer is to become a media company. Here’s the breakdown of how and why to do this.

Why become a media company?

In today’s digital world, users are spending tons of time on digital media platforms like social media, Google, YouTube, and others. What they consume every day on these media is digital content. This content is created by, you got it, media companies. Because of this high rate of consumption, the media companies that publish the best quality content win. As an agent, this is the same reason you need to become a media company. The reality is, most agents will not take this step. That means that when you do, you will be right there at the top with all the other media companies generating quality content and gaining massive market visibility.

How to become a media company

What is the basic thing all media companies do? They publish content. To become a media company, you also need to put together a strategy of how to publish content. This starts with understanding who your audience is and where they are in the digital universe. Are they on Facebook or are they better reachable via email? Do they respond to text content or are they more responsive to video content? These questions will help you understand what sort of media company you should become. Once you have figured out the how of becoming a media company, the next step is execution. Execution is everything so pay extra attention to this step.

Putting it all together

As a media company, the most important task you should focus on is connecting with your audience. It’s not about hard selling or publishing an endless amount of generic content. The best media companies in the world know it’s all about connecting with an audience and providing them with content that evokes an emotional response from them. As an agent, you want to create content that does the same thing. You want to focus your efforts on crafting narratives around the homes you sell. For instance, provide an audiovisual narrative of the history of a home you have listed. Or, take your audience on a journey through the neighborhood you represent, helping them connect emotionally with the properties you are selling as well as with you as a human-responsive agent.

Conclusion

Choosing to become a media company is no small task. It will require tremendous follow-through to get the sort of momentum that gets you noticed. You will also have to go beyond your comfort zone to either stand in front of a camera or get a podcast going. The great thing about persevering through the initial discomfort is that over time, you will get the hang of it and your audience will grow to the point where you form a bond that makes it easier to communicate with them. Just keep in mind that as you decide to become a media company, 98% of your peers will not take the step. That metric should get you excited to get started.