The best content evokes emotion. It should be your goal to make your followers feel something when they watch your videos or read your posts.
For The Broke Agent, my goal is to make real estate agents feel joy and amusement through humor and laughter. Although sometimes, it just makes people feel pain and misery…
For real estate agents, your goals are more broad. You want to make consumers feel comfort, curiosity, trust, urgency, belonging, inspiration, joy, and excitement. Just pulled those out of my ass, but it sounds right.
The Mistake Most Agents Are Making
Today, I want to focus on joy and excitement because I believe these two emotions are often ignored in our industry’s content. Agents seem to mostly focus on informing, fear-mongering, promoting, and selling.
“The average days on market are rising! Now is the time to buy! Wait until rates go down, all hell will break loose! Sold 10% over ask! No inventory! 15 offers in 15 days! I was just named Top 100 social media agents in Denver by some irrelevant magazine that I definitely didn’t pay for!”
Boring, scary, and self-serving. Not too fun for the consumer or for the agent posting I bet.
In order for your audience to feel joy and excitement, YOU have to feel joy and excitement with your content.
The Solution: Hype-Beast Mode
Ok, that’s the set up. Now is the part where I offer you the solution: hyper-local content where you are the advocate and HYPE-BEAST of your hometown. Note, this is NOT THE DIGITAL MAYOR. We don’t use that phrase anymore. This is much more fun.
Let’s use Alyssa Curnutt as a case study.
How to Create Hyper-Local Content
Look at this recent post she did about a potential Top Golf going in. Watch it, and then keep reading.
First, great hook: “This one doesn’t even need a catchy intro because the news is enough. We may finally be getting a Top Golf in Spokane.”
Then, she goes into the details with a voiceover and b-roll about the potential location and the hurdles the city would have to overcome to get a Top Golf. She informs and talks about the climate-controlled bays and describes what Top Golf actually is. Finally, she finishes with a perfect call to action: “Share this video with a friend who would be pumped to see a Top Golf in Spokane.”
The formula is simple:
- Start with a hook
- Inform with B-Roll
- End with a powerful CTA
Just look at the comments:
Seems self-explanatory, but we’ve seen enough market update videos from agents where they look like they are hostages on their own feed. If you aren’t enjoying creating the content, the audience won’t enjoy watching it.
If I was an agent, I would scroll through Alyssa’s page for inspiration and replicate this sort of content in your market. Spark a little joy, smile in your videos and bring a little excitement to the feed. I bet it will improve your engagement and help you stand out from all the agents talking about interest rates.
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