Massimo Forte 19.05.2022

Does your business reflect your content and your authenticity?

Is communicating products, i.e. real estate, the best way to boost your real estate business? Or can we be more empathetic and creative to attract more contacts by combining Product Marketing with Content Marketing with its own personality?

Many Agents focus solely and exclusively on Product Marketing, i.e., the strategy for publicising the properties they attract. 

They work with the seller client by promoting the relevance of their service and their commitment to developing strategies to promote the property with a single objective: attracting potential buyer clients to close the transaction.  

If Agents are really good, they base their promotion on assertive decision-support actions: a good ACM (Comparative Market Analysis); a correct target definition; the creation of original ideas adapted to find interested potential clients; an optimised choice of channels to capture the largest number of leads, are basic actions that allow any Agent the opportunities they need to increase the probability of transacting each one of their properties in the shortest amount of time. 

Product Marketing bases its essence on information

Product Marketing bases its essence on information, on giving potential buyer clients the surgical, effective, and necessary content to capture their attention and meet the goal of leading them to the action of contacting the Agent, so that the latter may then have the opportunity to develop a relationship dialogue that allows them to assess whether the interested party is in fact a potential lead, deciding from here on to proceed to a second phase of visiting the property to close the deal.

Product Marketing is based on images

Product marketing is based on images and we know that a picture is worth a thousand words, but not only that, so that the image can involve, we have to resort to the art of applying the right words, for the right people:

  • Using short and specific descriptions helps the potential customer to decide and make a more assertive contact; 
  • Appeal to curiosity, by not revealing everything about the product and using the right CTA (Call to Action), triggers a desire to discover more;
  • Working on novelty attracts and stimulates curiosity, for example, "Soon we will disclose the most convenient solution to be able to buy your home... Register to find out more";
  • Working on scarcity or specificity when the offer is reduced or when the property is unique, helps develop a sense of urgency and desire;
  • Working on solving the prospect's problem quickly is an excellent ally of Product Marketing, for example: "Did you know that you can buy your house with us on the very first visit? Find out how we finance it here".

 

Does your business reflect your content and your authenticity?

They have quickly realised that Content Marketing is also essential to awaken the specific interests of each target, after all, people need support and information to decide and I'm not just talking about the decision to buy the property, but also the decision of confidence that you are making the right choice. 

In this process, the Agent is the key figure. You can help to decide in a safe way about the area, the surroundings, the price, the typology, the characteristics, and much more that can influence the decision of the client using facts about the market, experiences of past transactions, lifestyles, surroundings, and everything about what could impact the feeling of the potential client to decide with confidence.

Content Marketing has to be associated with a well-defined communication and positioning strategy

You have to understand who you are talking to, what story you are going to tell, you have to know how to think as your target thinks, know what they want to see, hear and feel through your communication, but above all, it has to be coherent, assertive and consistent. Content Marketing aims to give relevant information to specific people for free. With Content Marketing you work on medium and long-term leads.

You can give information according to your specialisation (area of activity, segment, or type of property), or you can meet their preferences, needs, purposes, lifestyles, or aspirations:

  • Relevant information can be used to drive the person to action by arousing a need, for example: "Did you know that today you can buy a new house and pay a lower mortgage than your income?
  • Cause-effect can be another way to communicate content: "If you really need to sell your house, you will need... I can help you prepare your sale, for the right amount in the time you need";
  • Reciprocity is something very human when used in the right way, it can lead to a good start of communication and of course, of relationship: "I'd like to buy another house, but first you need to sell yours? I have helped many people to move, I can explain to you how you can sell and buy totally free and without any commitment, contact me...".



Guided virtual visit

Content Marketing is reinforced and amplified through your Branding, that is, through the way you want people to see your brand and through the way they actually see you.

Branding is worked through your personality, identity, creativity, presence, interaction and proximity, and is then assessed through your awareness and reputation levels. These are the results that dictate whether the relationship with your audience is successful and whether your Personal Marketing is following the right strategy.

Personal Marketing is an essential area for any estate agent

Sometimes confused with branding, because it also works in the medium and long term, Personal Marketing is an essential area for any estate agent, because to achieve good levels of trust and credibility, it is not enough to write or share relevant content, people will want to know who is in fact the professional behind the story that tells, the results, the information, the advice. 

The big challenge will be to resist the temptation to want to be a copy and even to copy, be authentic.

Being creative and having the ability to master the art of the right amount of sharing your personal and professional life in an authentic way, making yourself known to your community and to potential clients who are part of your area of expertise or specialisation is your goal.

People need to know who you are, what you do, what you like, what you recommend and this way they will be able to identify with you and create a relationship in which they feel they are part of your life because they are able to interact with the content you communicate and social networks are the primary means that allow you to create this proximity and active participation with your community, but you must also ensure consistency and presence offline, live and in colour in your geographical area (local) or demographic (groups).

Does your business reflect your content and your authenticity?

 

In conclusion

For any Real Estate Agent, the goal of Content Marketing should go far beyond capturing leads. You must ensure a consistent and relevant presence, you must convey trust, you must uphold credibility and you must work every day with the goal of generating referrals and recommendations through powerful testimonials that prove in reality, the professional and person you are. 

It is therefore understandable the need to combine Product Marketing with Content Marketing in a personalised and authentic way in order to be effective, creative, and empathetic in the difficult mission of attracting more contacts, generating leads, and triggering recommendations.

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Massimo Forte

Living in Lisbon and working in Portugal, Spain, and Italy, Massimo Forte is first and foremost an Italian from Milan who is passionate about real estate, a business that he considers to be human focused.

In brief

What is Product Marketing?

Many Agents focus solely and exclusively on Product Marketing, i.e., the strategy for publicising the properties they attract. They work with the seller client by promoting the relevance of their service and their commitment to developing strategies to promote the property with a single objective: attracting potential buyer clients to close the transaction.  

What is the purpose of content marketing?

Content Marketing aims to give relevant information to specific people for free.

What is the purpose of personal marketing?

Being creative and having the ability to master the art of the right amount of sharing your personal and professional life in an authentic way, making yourself known to your community and to potential clients who are part of your area of expertise or specialisation is your goal.