See if Your Profile Passes Craig Ballantyne’s ‘VPS’ Test
“Everything in life is easier when you are more famous,” Craig Ballantyne said at the HyperFast Sales Summit 2019. “If the fight is between you and the most famous real estate agent in your town, you’re going to lose that battle a lot of the time.”
The good news is, you can become the most famous real estate agent in your market by simply being the best version of yourself “in public” via Instagram and other social media.
How do you be the “best version of yourself,” though? One way is to see whether your Instagram profile passes Craig Ballantyne’s criteria for Instagram content: is it Valuable, Purposeful, and Shareable?
Run everything you post to Instagram through this filter.
Is it valuable?
The first question you should ask about Instagram content is: “Is this post valuable to my target audience?”
People are scrolling rapidly down their timelines. They’re not going to speed right past your post unless it’s valuable to them in some obvious way.
A badly-lit photo of the burrito you ate at Chipotle last night: Probably not so valuable to your audience.
Does your profile describe what you do in specific, blunt terms?
One way Craig suggests to make posts valuable is to add text. Craig adds text that supports his audience’s goals, like “7 Lame Excuses Stopping You From 7-Figures.”
Is it purposeful?
Does your content move the prospect a little closer to doing business with you?
Craig likes to say he doesn’t use social media; instead he uses business media. He doesn’t consume. Craig’s Instagram account follows 9 people. One is his mom and one is his dog, and neither of them posts often.
“I’m not there to let other people’s stuff cause me anxiety and envy… I use it to build my business.”
Make sure your profile picture looks like someone your prospects would want to do business with. Use a picture of yourself on your profile, not your logo. People aren’t on Instagram because they want to connect with corporations and companies. They want to connect with people.
Does your profile tell a prospect what to do next if they want to do business with you? Do your highlighted stories create curiosity?
Video accelerates the “Know, love, trust” factor, so post more video!
Don’t be afraid to share some strategic personal details to help prospects get to know, love, and trust you. Craig knows that 5% of the population suffers severe anxiety, so he sometimes shares stories of his own experiences with clinical anxiety. Some percentage of people will know, love, and trust him more because he selectively shares that.
Are you sharing strategic personal details about yourself that a portion of your audience can relate to?
At the end of his highlighted stories, Craig always gives people a code word that they can message him with to start a conversation. For example, he’ll say “DM me with the word ‘Millionaire’ if you want to be my next millionaire student. As a real estate agent, you might tell prospects to DM you the word “condo” if they’re looking to buy or sell a condo. Or you might ask them to DM you the words “forever home” if they’re looking for a home to can raise their kids in.
One very natural way to create purposeful content is to pull out your phone and create a testimonial with a client. While the video’s recording, ask them these questions:
- Before we started working together, what were you struggling with?
- Of all the agents here in [your market], what made you want to work with us?
- What was the result of us working together?
- Who would you recommend us to?
Finally, don’t expect viewers to remember what you do or how to get in touch with you. Craig has clients who’ve done business with him for 8 months and still think his name is Greg. You can’t assume anything. Never forget to tell people bluntly what you do, and never forget to tell them exactly how to get in touch with you.
Is it shareable?
Every post you make must be shareable, because that’s how you grow a social media following.
Instagram rewards posts that are shared. Not how many likes, not how many comments… but how many people share it.
Always remind people to share your content with someone who needs the information and the value it contains.
You don’t have to go it alone!
Craig has one final message for you, in case you’re feeling overwhelmed by all the technical knowledge needed to run a professional Instagram account.
OTHER PEOPLE DO THIS STUFF.
Hire someone who can do it better than you can. Craig hires a 21-year-old woman who gets his Instagram profile more attention than he ever could… for $19 an hour.
Don’t miss the next HyperFast Sales Summit — tickets are on sale now at a deep discount! Past guests include Ryan Serhant, Grant Cardone, Billy Gene Shaw, and more. Click here to get a great deal on tickets to HyperFast Sales Summit 2020.