BLOG POST BY SARAH MALCOLM, CHIEF DIGITAL STRATEGIST AT THE NEWS FUNNEL
Long gone are the days of aggressive marketing and advertising. The “buy now,” “for a limited time only,” and “you can only get it here” messages of yesteryear are no longer moving the needle for marketers as they have in the past. After decades of annoying ads, giant billboards, loud commercials, and aggressive sales people – consumers are burnt out! So, how can you set your CRE business apart?
Marketing has made a major shift from selling to people or pressuring them into working with you, to getting on their level so they feel you are the perfect fit for them and their business. The same is true for your commercial real estate company. Opening up your business and your own personal stories to your potential clients can build trust and admiration in others.
Developing Your Brand Story
Storytelling is the new marketing. People are looking for companies and products that tug on their heart strings. They want to find a common ground with the people they plan to give their money to. And developing a brand story will be a huge part of your marketing strategy.
How did your business get its start? Why did the founders come together to create your CRE firm? What values do you uphold? What problems were you hoping to solve for your clients? How are you unique and different from your competitors?
Sharing Personal Stories
Once your potential clients are familiar with your overall brand story, it’s important to continually engage them with personal stories from both the employees in your office and your interactions with clients. Perhaps one of your agents is passionate about their volunteer work at your community’s animal shelter. A great way to draw the attention of your animal-loving clients is to share a photo of that employee volunteering with their favorite pups and a short caption about their love for your community’s pets.
Another important element of sharing personal stories is those that come from interactions with your clients. It’s critical to ask permission of your clients before publicly sharing their stories with an online audience, but following that step it’s a great way to humanize your brand while also showcasing a testimonial from one of your clients.
For instance, let’s say you have a restauranteur opening a new restaurant in your city, and you helped them to find the perfect retail space for their establishment. Sharing a photo of you and your client sitting down to a meal in the newly opened restaurant, along with a story about the success of this up-and-coming hot spot would not only showcase the bond you have with your clients but your ability to contribute to their success.
Become a Storyteller
Whenever you’re working on your own marketing, always be thinking about how you can become a storyteller in your space. Whether it’s about you, the business, your clients and their success, or something wonderful that happened during a walk-through today – people want to build relationships online. Even people you’ve never met! So, it’s time for you to become a storyteller!
To read more #KeepingCRESocial posts, click here.
Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS. Can I get an AMEN!?
If you are interested in booking Sarah Malcolm as a speaker feel free to reach out directly at email@example.com.