Have you thought about what your “thing” is for marketing?
In other words, what makes your brand recognizable? What’s your niche? When people hear your name or see your content, what immediately comes to mind? What sets you apart and makes you memorable?
What do I mean by “thing”?
What message do you want to be consistent with? What is your value proposition?
Alyssa Curnutt’s “thing” is dominating hyper-local content, covering everything happening in Spokane—new restaurants, shops, and developments. If something’s happening in Spokane, she’s on it.
Matt Lionetti’s “thing” is being hilarious—creating funny skits and mixing in storytelling with his listing videos.
Byron Lazine’s “thing” is being direct—no BS—while articulating the latest real estate news for agents in a way they can easily understand.
The Red Suit Realtor’s “thing” is literally wearing a red suit.
Paige Steckling’s “thing” is having the best hooks and listing videos in the game.
My “thing” is being funny and acting like I know about marketing.
Do I think you have to have a “thing?” No, but it certainly helps if people can identify and associate your content with something specific. You can’t be everything to everyone. If you try, your marketing becomes forgettable.
Finding Your “Thing”
Yesterday on The Walk Thru, we had former Compass CMO Matt Spangler on the podcast. It was one of the best episodes of the year. He’s worked with thousands of agents and broke down exactly what works for agents in marketing and what does not.
Before the episode, I watched one of his videos and then asked him how agents can find their thing.
This is the video I watched:
Here was his response:
The best way to find “your thing” is to reverse-engineer your business. Look at your deal flow: where your business is coming from and who your most consistent client avatar is. This will naturally guide your content and help you discover “your thing” because it’s directly tied to who is working with you the most.
For example, if a large percentage of your deals come from young, first-time homebuyers in a particular neighborhood, you should start creating content geared toward them. Where do the young, first-time homebuyers shop, eat, and hang out?
He also said something that really stood out:
“The main differentiator between successful and unsuccessful agents is that the successful ones had a system.”
The same goes for content. If you wake up every morning and try to figure out what to post on the spot, it’s going to be a lot harder than if you have a structured posting plan or content buckets to guide you.
If you want to watch the full episode with the former Compass CMO, check it out below.
