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Jumpstart Your Real Estate Brokerage With Content

By Sarah Layton

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Jumpstart Your Real Estate Brokerage With Content

One thing that all new real estate brokers and small brokers have in common is that they need more leads and more agents.

Being able to scale your brokerage from both a logistical and financial standpoint is easier said than done.

I won’t say that accomplishing your goals of growing your real estate brokerage are easy, but I will say that it doesn’t have to be as hard as you are probably making it on yourself.

The most important thing that you need to do is automate as much as you can and wash your hands of tasks that don’t actually require them.

In today’s post, I want to show you how strategic real estate content can help you attract quality real estate agent, retain them, and train them for you.

It’s Time To Stop Selling Real Estate

First things first, I need you to stop selling houses.

I get it! You need the commissions from those sales to be able to afford your brokerage right?

Wrong.

The time that you are spending sitting in open houses, driving clients around, and overseeing inspections is all time that should be spent managing and growing your team.

This is why you feel like despite running like a chicken with its head cut-off, there’s always more to do.

This is why you feel like you don’t have any of that work-life balance stuff that everyone talks about.

And despite the fact that you think you need this money, this is why you always feel like money is an issue.

If you are ever going to do this for real, you’re going to have to stop acting like a real estate agent and start acting like the leader of a badass real estate brokerage mmmmmkay?

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What Type Of Real Estate Agents Do You Want To Attract?

Now that we have gotten that out of the way, we can move on to the good stuff…

Since recruiting is a primary function of your job as a broker. Recruiting just any ‘ol agents that are willing to sign on the dotted line; that’s how you go bankrupt...or crazy whichever comes first.

You need to decide what type of real estate agents you want to attract.

I’m not new at this so I know what you’re thinking “I want the ones that close a lot of deals, Sarah.” No shit.

That’s like saying “My niche is luxury listings.” That’s not how this works.

I want you to sit down and think seriously about a profile of the type of producing agents that you want on your team.

When it comes to recruiting, you will waste a ton of time by trying to advertise if you don’t know niche down.

Set some standards for the type of people, personalities, morals, etc. that you want to welcome to consume the resources that you are providing.

Just because someone closes $10 million a year, does not necessarily mean that they are someone you want on your team. I promise.

Your mission here is to build a team of like-minded individuals that know how to do what they do well, prefer the convenience of a brokerage like the one you have and are motivated to move in the same direction that you are trying to lead them. Creating a profile of your ideal real estate agent will save you time, money, energy, and sanity.

Once you have that profile together, everything is going to start to fall into place.

What Do Those Agents Want Most In A Brokerage?

The next pivotal question that you need to force on yourself is what do the type of agents you want on your team want from a real estate brokerage.

Put yourself in their shoes. If you were them, what would you want?

What would your goals be?

What would drive you up the wall?

What would make you want to switch brokerages?

What would earn your loyalty?

It is essential that you dive deep and brainstorm answers to these types of questions until you know what makes them tick just as well as you know yourself.

Being able to understand your target in this way will make all of your marketing, conversations, content seem practically effortless.

Because you see, once you know what someone wants, and more importantly, what they fear, you can control them with uncomfortable ease.

By the way, the answer to the proverbial “sell me this pen” is to reply with “what are you looking for in a pen?”. Same concept.

Automate Your Recruiting, Lead Generation, And Training

Now comes the fun part; at least for me anyways.

As you now hold the keys to what makes your target real estate agents tick, it is time to create the content that will recruit them for you, lead generate for all of you, and train them to do everything they already know how to do even better.

Obviously, these are going to be very different in context, but always the same in their nature. However, the only way that you will be successful in generating this content is to ensure the content is always in their best interest; not yours!

As for the recruiting content you need to create it all around topics that interest your target real estate agents. Topics on training, lead generation, what to look for in a brokerage, etc..

Lead generation is all about tapping into the goals and problems of your local real estate market’s buyers and sellers. Make sure that you keep everything hyperlocal and even though it is important to post the content on your social media and various other platforms like YouTube, Pinterest, your podcast, and your Alexa Skill; it must all be placed on your website first and foremost.

In terms of the training content, it needs to also be relevant to the type of brokerage you are trying to run. For example, if you want to run a forward-thinking tech-savvy brokerage that appeals to the largest demographic (Millennials) you need to create training materials on things like Alexa and social media; not cold-calling. Ya feel me?

It Starts With Your Comfort Zone

The three main pillars of content are written, audio, and video.

Yes, you need them all. No, you don’t have to do it all yourself.

If you are like most of my clients, you hate to write but are at least somewhat comfortable talking into your phone to record a podcast or video. Therefore, my suggestion to you would be to outsource the writing of the content to someone like me, then create an audio and video version of the same content.

Bonus Tip: Your videos can be cut into many smaller pieces which can then be used for Instagram Stories, Facebook Stories, and Snapchat. One video could keep your feed full for weeks!

Watch Real Estate Revolution Episode 14: Interview With Agent Mastermind Leader Scott Hudspeth

Ultimately, I understand that this is probably going to feel somewhat uncomfortable as you are just starting out.

Here’s the harsh truth: the market doesn’t care that you’re uncomfortable.

It doesn’t care that you’re scared or self-conscious, or that you’re having a bad hair day.

This is how business is done and won now. You can either get over all of that shit or watch your competitors win. By the by, watching them win will be much more uncomfortable. I pinky-swear promise that one.

Let’s Review

Step one: stop selling real estate

Step two: decide who your ideal real estate agents are

Step three: figure out what those agents want and fear

Step four: create altruistic content that accomplishes your recruiting, lead gen, and training

That’s all there is to it. It may sound like a lot of work, but those four steps (especially numbers 1-3) will simplify everything for you in ways you could have never imagined.

Need Help With The Content Part?

That’s what I am here for! Whether you just have some questions about how all of this works or you are ready to make strategic content work for you to jumpstart your brokerage, I would love to hear from you.

Feel free to shoot me an email, or book a consultation with me here. Please, don’t forget to subscribe to my blog to get more actionable tips, tricks, and hardcore honesty about how to leverage content into the real estate business you have always dreamed of.