I struggled dramatically for the first four or five years of my career. In hindsight, it was because I was following someone else’s playbook.
I didn’t like it. It didn’t feel good. It was all chasing. No attraction whatsoever. Just scripts, cold calls, and door knocking. Because I hated it, it wasn’t working for me.
So, out of necessity (because I was basically starving to death), I Googled:
“How to get real estate leads.”
The results taught me about attraction marketing—specifically blogging, writing articles and getting stuff to rank in Google’s search results.
It was a total paradigm shift. I thought, “That’s fantastic! I don’t have to call people and convince anyone of anything. I just create content, and they’ll come to me!”
I didn’t have a clue how to do any of it at the time, but I liked the concept. So, I dove in—right into the deep end.
What Is Attraction Marketing?
Attraction marketing is exactly what it sounds like. Getting people to seek you out and hire you.
HubSpot describes attraction marketing as a type of inbound marketing that provides valuable information about a product or service to show consumers why they need it rather than trying to convince them they do. It’s all about getting consumers to a place where they make their minds up for themselves… and using you to help them.
As an attraction marketer, you’re educating your audience about something important to them; something that they’re already interested in and searching for info about.
You’re establishing yourself as an authority on that something. You just taught them something. So naturally, you stick in their minds as someone who probably has the answers to other questions they have.
I like the term “attraction marketing,” because it emphasizes the difference between this type of marketing and the one that involves going after people—i.e., chasing them.
The power of Attraction Marketing
Within a few months, attraction marketing changed my real estate business. I had people organically finding a really crappy YouTube video, then finding my website, calling me, and saying, “Hey, we need to buy a house. You’re our guy.”
I was used to competing with four other agents and going to interview for it. But they were like, “No. We’re hiring you. What’s the first step?”
It showed pretty quickly that attraction marketing, for me, was the way to go. So, I dove deep into it and learned social media, paid advertising, and all the different ways to make content. And I loved it!
Pretty soon, I realized I’m a marketer who sells homes and a content creator that sells homes. And I got really f*cking good at it.
Then I started sharing what I was doing with other agents. And they started to eat it up, too.
A podcast was something I’d always wanted to do. And at that point, I’d been a content creator for a few years, constantly learning and looking for ways to improve my content, and expand the audience for it.
If you’re already creating video content for social media, podcasting isn’t a huge step away from that. Yes, you need decent recording and editing tools for audio and video (if you plan on posting your podcast episodes on YouTube).
Also, remember that every podcast episode is a source of multiple video or audio clips you can share on social media. And with Instagram’s latest batch of updates, you can post simultaneously to both Instagram and Facebook, saving you time (because, well, you still have to be a real estate agent!).
Are you an agent who wants to start a podcast?
If you’d like to start a podcast of your own, but don’t know what kind of podcast to create, the following tips can help you narrow down your options:
- What podcasts do you enjoy listening to?
- What is it about those podcasts that you like?
- What are your biggest challenges as a real estate professional?
- Would you rather create content for consumers locally, or other agents?
- What have you learned as an agent that could help your audience?
- What will your ideal audience keep coming back for, over and over again?
You don’t need a podcast or a social media channel for every passion or interest. It’s okay if one channel shows more than one aspect of yourself. Just make sure it’s something your audience would find helpful or interesting, and you show off your personality in there too.
And get started as soon as you can. Your first videos don’t have to sound like you’ve been doing this for years. In fact, if you mess up, lose your train of thought or get tongue-tied… they’ll be relatable! Do what you can with what you have. Then build on it as you learn.
How many people will you attract this week?