I know many influencers who hold very little real world influence, and many influential people who can move mountains in the ecosystems they touch.
Yet both agents and consumers tend to gravitate towards views and followers as a signal of competence over results.
How is that possible?
It’s because the world has begun to worship virality over competence.
Consumers are choosing agents based on view and follow counts versus skill and aptitude.
Agents are modelling each other’s videos faster than they can output them. The reality is sometimes the quality outweighs the quantity by a LOT.
Yet there are agents who are incredibly skilled who have mastered the art of getting millions of eyeballs, going viral and amplifying the fact that they ARE great at what they do.
So how do you conquer both?
Simple.
You document the journey, not script it. Let me explain.
Most agents think they need to craft the perfect hook, hire the best videographer and take whole days out of their schedule to “create content.” When they go down this path they end up sacrificing valuable time in the actual work which gives them market knowledge and hones their skills at what they should actually be doing.
There are three things every agent should be doing no matter what stage of business they are in.
Learn the Market. Prospecting. Marketing.
The opportunities from those actions then become the clients, work and contracts.
Learning the market gives you information to share with prospects. Sharing information with prospects gives you a read on what questions the market may have. If you document yourself learning the market and prospecting into words, pictures and video, that becomes your marketing. Speaking directly to the consumers and clients you are trying to reach.
This could be as simple as writing a monthly newsletter breaking down what you learned that month in the market and how it affects your asset class and clients.
Then, after you write the newsletter, it could be you jumping on your Instagram stories to share two or three insights from it. Stories are great because they disappear in 24 hours and allow you to practice getting comfortable on camera.
You can then take those two or three insights and write a quick post on Facebook or LinkedIn.
You now see how easy the process is if you document versus try and create brand new pieces of content daily.
That’s how the best actually do it.
The one thing I will point out that can be problematic with my suggestions is jumping around to multiple platforms immediately.
You walk before you run.
I would much rather suggest you spend time getting consistent on ONE platform and get results before moving on to cross-platform posting. Many people who do this at a high level have teams repurposing their content from their pillar platform to the others.
So I ask you the question.
Would you rather be an influencer or influential?
Short term vanity or long term success?
If you choose the latter, pick one platform and start sharing your journey.
Show me your expertise, don’t “create” it.
Find me and tag me for support. I want to see you win.
SOURCE Justin Konikow, Prime Real Estate Brokerage
To learn more, visit PRIME REAL ESTATE BROKERAGE
