For the kickoff episode of the HyperFast Agent Podcast, we met with Gary Vee in a private meeting to ask his best advice for real estate agents.
Here are 4 takeaways from that meeting.
- Why your REAL competitor is the local paper
- How to know when it’s time to change strategies
- How to create 30+ pieces of content from a single keynote
- Generate leads like it’s senior year in high school
Here’s Gary Vee’s advice for real estate marketing.
1. Why your REAL competitor is the local paper
Your real competitor isn’t another agent – it’s the local news publication.
Create video content covering the kinds of topics your local paper writes about.
Shoot and edit video about your town or neighborhood: its attractions, its schools, its businesses, the best pizza joints, etc. Post it on Facebook and buy ads broadcasting it to people in your town.
The goal of this content is to allow people to know, like, and trust you before you ever approach them directly for business. It’s a branding play. As Gary puts it: Believe in the romance and the courtship of business.
Our real estate team took Gary’s advice on this and ran with it. Here’s an example of the local video content we publish:
This is part of Gary’s “Be the Mayor of Your Town” strategy, where you produce content and take out ads like you’re running for mayor.
2. How to know when it’s time to change strategies
The rate of change in how people consume media has accelerated, so real estate marketing methods are no longer “set it and forget it” for decades at a time. Maintaining your edge over time means constantly adopting new and emerging forms of media in your marketing mix.
So how do you know when it’s time to change strategies?
According to Gary, you know it by being involved in your own marketing, putting in repetitions, and getting to know over time what’s working and what isn’t.
When you do something hundreds and thousands of times, you develop an intuition for when conditions are changing and you need to change strategies at that time. It’s accumulated experience; the same way a skier knows when the snow is good, or the way Gary developed wine knowledge from tasting wine for years.
Our team reallocated resources from direct mail, radio, and other traditional methods – even though some of those methods were still working for us – and invested them in Facebook advertising and other digital media instead.
This requires taking the time to get good at Facebook ads, but the increase in ROI is more than worth the learning curve.
Here’s the good news: You can spend a truly tiny bit of money on your first few Facebook ads and learn by doing. Unlike print runs, which often have high minimum spending requirements, you can create a Facebook ad and test it for $25. You can afford to experiment, get dirt under your fingernails, and learn.
3. How to create 30+ pieces of content from a single keynote
Gary has posted a slide deck called 86 Pages of Insanity: The Gary Vee Content Model.
Actually, this slide deck is a very sane and well-explained guide to how Gary’s team turns just one original piece of long-form content from Gary into 30+ pieces of shorter-form content for every social media platform.
We’ve implemented this approach for our real estate team and for the HyperFast brand. This has been more challenging than you might expect, because you need your team to be able to determine what interests your audience and hone in on the 15-second clip that’s meaningful.
4. Generate leads like it’s senior year in high school
Want to be the realtor in your area? Throw the party.
The kid who hosts the party when his parents leave for the weekend becomes more popular during senior year in high school, right?
As a real estate agent and a local figure, you should throw the party.
This is another way that the “Running for Mayor” approach also pays off, because by being in touch with local businesses, attractions, and activities, you also put yourself in a position to host events that you know your community will love.
Our team hosts a regular schedule of local events – we host a Fall Festival with fun activities and live music; we host a holiday party each year; we regularly host first-time home buyer seminars, and we recently took over 1,000 of our former clients to see the Nationals in Washington, DC.
So how will you compete (or partner with) your local paper?
How will you implement new media into your marketing mix?
How will you get more mileage out of the content you produce?
What events will you host for the communities you serve?
Brand yourself as the neighborhood expert, build an audience of thousands, and dominate your market with our “Be the Mayor” course on HyperFast Academy! These are the same strategies we learned from top digital marketers like Gary Vee and Billy Gene. Learn more here: https://www.hyperfastacademy.com/courses/bethemayor