If you study the most influential people, they often share a common trait: they all have an “enemy.” Just like Martin Luther King Jr., who fought against injustice, pinpointing an enemy in your marketing can be a game-changer.

Identifying something you stand against helps unite your audience. The more you talk about this “enemy,” the more your audience gets fired up. Their energy and excitement rally behind your cause, leading to increased engagement on Instagram.

My “enemy” is the lack of vulnerability and authenticity in our industry, where social media often feels like a highlight reel. I openly share my struggles online for three main reasons:

  • Building Trust: Being transparent builds trust, a must-have in any relationship.
  • Refreshing Authenticity: In an industry where authenticity is scarce, my approach stands out.
  • Relatability: We all face challenges, and my openness makes me relatable to followers who are navigating their real estate careers.

So, how can you incorporate this “enemy” concept into your real estate marketing? Here are five ideas (with video hooks) to get started.

Misleading Real Estate Information

Share a personal story of falling victim to inaccurate information during a property purchase. This will emphasize your commitment to accuracy and reliability for your clients.

Hook idea for video:

“I felt totally scammed when I bought my first house!” 

Consider using this audio.

Complex Real Estate Jargon

Recall feeling overwhelmed by industry jargon during a transaction. Your realization that this jargon can hinder clients’ understanding motivates you to simplify communication to make sure everyone involved understands the process and feels comfortable. 

Hook idea for video: 

“I was so overwhelmed when I bought my first house.”

Consider using this audio.

Lack of Personalized Service

Reflect on feeling like just another client, receiving a one-size-fits-all approach from your real estate agent. This experience could inspire you to provide tailored, personalized services to meet unique client needs.

Hook idea for video:

“You’re more than a client to me.” 

Consider using this audio.

Inadequate Support for First-Time Homebuyers

Share your challenges as a first-time homebuyer, feeling overwhelmed and uncertain throughout the process. This personal experience could drive you to specialize in assisting first-time buyers, offering guidance and support to ease their journey.

Hook idea for video:

“I had the worst experience buying my first home.”

Consider using this audio.

First-time buyers getting priced out of the market

Consider showcasing various grants available for first-time homebuyers in your area, such as the VHDA grant programs available in Virginia. Check with local lenders for different programs in your region, and create informative content explaining these grants.

Hook idea for video:

“Would you believe me if I told you that the government PAID my buyer $2,300 to purchase a home?”

Consider using this audio.

To truly connect with your clients, it’s important to align this ‘enemy’ with a personal experience. When your “enemy” is born from a genuine encounter or challenge you’ve faced, it carries an authentic weight that resonates with your audience. Your personal experience becomes the bridge that connects you with your clients on a deeper level. It says, ‘I’ve been where you are, and I understand your journey.’ This alignment transforms your marketing from a mere sales pitch to a relatable, empathetic message that not only captures attention but also builds trust.