4 Ways to Bring Value to Your Audience

Sometimes real estate agents get a bad rap for being like used car salesmen. They are always selling & seem desperate. People want to connect with you as a friend. You wouldn’t want to go to a dinner with a friend & they talk about work the whole time would you? It’s the same thing with marketing.

It’s always important to bring value to your audience & clients. This is even more important during uncertain times. You want them to trust you & see you as a resource. You want them to like you so when they are ready to buy a house or their friend is selling their’s, you’ll be top of mind. Here are 4 ways you can bring value to your audience and clients, especially during these time where people are unsure of what the future holds.

1. What can they learn from you?     

Can you teach new homebuyers about what they need to do before they are able to buy a house? Or maybe you can teach your audience about what the current interest rates are. The top 5 mistakes made by new homebuyers. The 3 things everyone should know about buying a house to fix & flip. Whatever you specialize in, there is a wealth of knowledge your ideal audience could learn from you.

When I was buying my house back in 2017, I was clueless. Having someone walk me through the process was a lifesaver & allowed me to buy with confidence. You want to be that resource. Creating videos, blog posts, instagram stories around this will help potential clients get more confident & are more likely to choose you when they are ready to buy or sell their home.  

2. What can they emotionally connect with? 

Harvard professor Gerald Zaltman in his book “How Customers Think: Essential Insights into the Mind of Market” says that 95 percent of our purchase decision making is subconscious. Which means basic emotion is the driver of almost all of what we buy & why. Tapping into your audiences emotions will help you connect with them on a personal level. They are more likely to buy a house from you or allow you to sell their home is they are emotionally connected to you or what you post.

Instead of posting about a house you just sold, tell the story of the new homeowners. Can your audience relate to their story? Maybe the married couple just had a baby so they need an upgrade. Can other soon-to-be parents relate to this & the problem you solved for them? Of course. Pictures of houses can be emotional too. I know when I see a beautiful bathroom with a huge tub, I think about the luxurious bubble baths I could be taking in it. I see a huge closet & I think about all the clothes I’d have to buy to fill it & how happy that would make me. It’s an emotional decision, so think about that when you are posting or sharing information. What can your audience emotionally connect to?

3. What can entertain them?     

“Marketing is no longer about the stuff you make, but the stories you tell” – Seth Godin.

In times that are hard, being entertained is even more important. People want to escape & not think about current events 24/7. What can you entertain them with that will get them excited?

Maybe it’s a game where you give away a prize. Or you & your team do a fun dance. You can go live at a neighborhood event or festival in your town showing them around. The ideas are endless & they don’t have to be complicated. It can be as simple as you talking to a local restaurant owner about what she loves in your town.  It could be funny things your kids or pets do (i.e. have you seen my stories of my dog Paxton lately? He’s content gold just living out his life). Find ways to entertain.

4. What knowledge do you have that would help them in uncertain times?

What can you help them with? What value could you bring especially in uncertain times? Number 4 could really be any of 1 – 3, but I added it to make you think even more about learning, emotionally connecting, & entertaining in the context of the current pandemic landscape. People are scared & not sure if now is the time to buy a house or make any big purchases. You being honest & informative during this time will ensure you have a customer for life. It’s not always just about selling houses. It’s how we all connect to each other & come together as a community in hard times. Think about what would comfort you or questions you’d have during this time. Maybe you’d just want to a friend to listen to or something funny to watch.

Times of uncertainty it’s even more important to bring value & enrich the lives of those around us. Think about what you can give first, & I bet you’ll be surprised how your business will thrive too.

“Marketing is telling a story about your value that resonates enough with people that they want to give you money.” – Seth Godin

Do you agree? How are you going to bring value to your clients? Leave in the comments below!