Ok — maybe the perfect word isn’t “smarter,” but either way you put it, the mental capacity of today’s consumer has devolved. Why the misanthropy you ask?
According to the National Center for Biotechnology, the attention span of the average consumer took 2nd place to a goldfish — yes, that’s right a goldfish!
Rebekah Radice recently shared some startling statistics in her article 3 Steps to Being Unforgetable on Social Media:
Sally Hogshead, author of “Fascinate,” says that marketers have 9 seconds to gain their audiences attention.
A recent study by the National Center for Biotechnology, says the average attention spam of consumers is 8 seconds.
This is 4 seconds less than it was in the year 2000
It is also one second less than a goldfish.
So, what does Nemo (pretending he’s a goldfish) have to do with marketing?
Nemo teaches us that you’ll probably find your most loyal customers inside an aquarium.
Secondly, the statistics prove that now is the time to be more generous, more knowledgable and more creative than ever before!
The average consumer is self-focused, impatient and less tolerant of things that don’t immediately meet their needs. They want, what they want, when they want it, and if you don’t give it to them– someone else will!
Simply blasting your message for the masses to see isn’t enough, and it isn’t effective. Sharing a message that people actually want to hear makes all the difference!
What Not to Do in Real Estate Advertising
If we apply this to real estate agents and luxury Realtors, now is NOT the time to focus an online marketing strategy around open houses, and how many properties you sold last quarter.
As a real estate agent, your target audience is primarily potential home buyers and sellers, so you want to address things that speak directly to their needs. This may include information about local schools, walkability, crime rate, nearby natural attractions, etc.
Don’t get left behind, but start saying something that matters. You are the local expert, so identifying the needs of potential home buyers and sellers should be easier than you think.
Ask yourself, “what are the questions I get asked on a daily basis? What are the same conversations I have with customers over and over again? What are the things that make my community unique? What things do I love most about my neighborhood?”
Those questions are the very topics you want to address when brainstorming ideas for an online strategy.
Creating a Schedule
For those agents and luxury Realtors who are already on social media, I applaud you for taking the first step!
Unfortunately, it’s no longer enough to be online. The battle for attention is increasing everyday, and affective real estate advertising requires agents to be strategic, proactive, smart and consistent to make a name for themselves in the online space.
Half the battle is identifying different topics to talk about, and the other half is actually getting it done!
This is where an editorial calendar can come in handy. Choosing the topics beforehand and solidifying specifics deadlines is one great way to keep yourself accountable.
It also takes out the constant stress of having to fish for new content. Scheduling an editorial calendar is super easy and doesn’t have to be that complicated. Below you will find a mock editorial calendar which gives examples of topics and deadlines.
January 1: Your Real Estate Forecast for the Year
January 15: Ways to Conserve Energy During Winter
February 1: Best Restaurants for Couples
February 15: Best Weekend Getaways
March 1: Tax Deductions for Homeowners
March 15: Fun Community Events
April 1: Spring Cleaning (home maintenance)
April 15: Tips to Go Green
May 1: Client FAQ
May 15: Client Interview
June 1: Local Market Update
June 15: Moving Tips
July 1: Fun things to do for 4th of July
July 15: Homeowners Insurance
August 1: Info/stats About Schools
August 15: Back to School
September 1: Fun Community Events
September 15: Interview a Lender
October 1: Pest Control
October 15: Highlight School Music or Sports Program
November 1: Holiday Decorating Tips
November 15: Charitable Community Groups, Events
December 1: Best places for Holiday Shopping
December 15: Client Appreciation Event
Now you’re off to a great start! You’ve identified your audience, you’ve selected the topics, you’ve created an editorial calendar– now all you need to do is start writing!
Ever struggle with writer’s block? I have too! Check out the blog post “How to Write a Real Estate Blog Post, and starting improving your writing chops today!
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