Whenever you are creating content, you should always consider who your target audience is. Who exactly do you want to reach?
As a real estate agent, your audience could include current clients, new leads, buyers, sellers, investors, or even other real estate agents. From there, you can narrow it down even further. For example, if you want to attract luxury buyers, you should post property tours of high-end listings and content about upscale stores, restaurants, and clubs. You won’t attract wealthy investors if all of your content consists of memes about struggling to open lock boxes at apartment buildings. Trust me, I learned this the hard way.
It’s rare to find a post that appeals to multiple audiences, but this Reel from Shane Burgman does just that. It resonates with clients of all price ranges, leads, locals, people outside his market, and even other real estate agents.
Before I continue, watch it here:
Breaking Down the Reel
The video is titled “How to Stand Out as a Buyer’s Agent,” both in the caption and as a visual hook on the video itself.
His opening line is perfect: “Anytime you are showing property, put it in your calendar and invite your client.” This is a clean, natural hook that immediately captures the attention of other buyer’s agents and actual buyers.
He then details his process of scheduling the showing, how he labels the calendar invite, and what he includes in the description. As he mentions in the video, this demonstrates his organization and prioritization of the client’s time. It also shows structure and process, which gives his clients confidence in how seriously he takes everything.
By re-emphasizing the video content in his caption, it allows viewers to read along while watching.
Why This Reel Works for All Audiences
Imagine being a buyer and seeing this video. You’d probably think to yourself, “Wow, this guy is dialed in. I want him to help me find a place.”
Now, imagine being a potential seller. You’d likely think, “Wow, this guy has a great process just for scheduling home viewings. I bet his systems for actually listing a house are amazing. Plus, he’s great on camera and would probably create an amazing listing video.”
Next, imagine being another agent. You’d likely think, “Wow, that’s a great idea. I should implement this and follow him for more valuable tips.”
Finally, imagine being a buyer with another agent who isn’t Shane. You’d likely think, “Wow, this guy does so much more than my agent. My agent SUCKS.”
As Shane mentioned on this week’s Walk Thru podcast, this video also attracts buyers who are unhappy with their current agent. Most agents just schedule appointments with a text and hope everyone shows up. This video shows there is so much more to it. If your agent is just meeting you at properties and opening doors, you might start to question why you are working with them.
AGENT TAKEAWAY
I hope Shane’s video inspires you to create similar content. If you have a unique system or something special in your real estate business that you’re proud of, post about it! Whether it’s your listing presentation, buyer consultation, or how you prepare for showings, it’s an excellent way to attract people naturally.
For more tips from Shane, watch this week’s Walk Thru episode where we covered how real estate agents can get more shares on their content, summer post ideas, and much much more.
Hell of an episode this week.
Oh, and make sure you are registered for next week’s BAM BBQ, our free virtual event for real estate agents with five amazing speakers. Over 3,000 agents have already signed up. Don’t miss it.
