7 Reasons To Provide Quality Content To Your Buyers & Sellers

“Communication is not just about proving a point with scientific rigor. It’s also about convincing your audience and getting them to relate to the point you’re trying to make.” – Harvard Business Review

The amount of information available to buyers and sellers can be overwhelming. If you’ve been wondering how to stand out from the crowd, there’s good news.

The secret is simpler than you may think.

What separates a great agent from an average agent is the quality of information they share.

Here are seven reasons to always provide the highest quality of content

1.) It helps the consumer make confident decisions.

“You don’t market at people, or even to people…We market for them.” – Seth Godin

You need to show that you are here to help families feel confident whether they are buying or selling a home.

The best way to do that is by answering their questions about both the market and the process. You do that by providing intelligent and meaningful content.

Make sure you have a daily education plan for yourself that includes reading relevant industry blogs, articles, websites and news sources. When your clients see you speak with confidence regarding the latest data or trends, they will feel confident regarding your recommendations… and their decision to work with you.

2.) It helps you build trust.

“The point is to make yourself useful and valuable. To build credibility; to build trust…” – Guy Kawasaki

At this time in history, trust may be the most valuable commodity a business has.

You don’t build trust by having the mindset of just converting leads. You build trust with the mindset that you are here to help families.

After all, people can tell if you care more about yourself… or more about converting leads… than you do about them.

3.) It shows you are an industry expert.

“Without data, you’re just another person with an opinion.” – W. Edwards Deming, American Statistician, Professor and Management Consultant

If you want someone to ‘like and trust’ you, you must be able to back up your statements with facts and figures.

That’s why your content should always be based on actual data from a reliable source.

This is key in becoming an authority and trusted resource for your clients.

4.) It helps you be convincing.

“It’s not about having the dots. It’s about CONNECTING the dots!” – Seth Godin

It is not enough just to share points of data with your customers. You must take the next step and bring insights to the numbers.

Help buyers and sellers understand what the data means to them and their families.

There’s an old saying… “People don’t care about how much you know until they know how much you care.”

Having the ability to paint the full picture for them can help with common questions, objections, and debunking myths.

People are less likely to question someone when they are confident the person they are talking to knows what they are talking about.

5.) It doesn’t make you look self-absorbed.

“It’s called a blog, not a brag.” – Marcus Sheridan, Sales Lion

Having industry designations or specialized areas of expertise that can help clients are great achievements.

However, there’s a difference between bragging about your accomplishments and explaining how your certifications or education can help your clients.

Don’t just tell people what you’ve achieved. Show them how it will benefit them.

6.) It affords you the opportunity to inform, not inflame.

“Facts are the only good antidote to emotion.” – Anonymous

Whether you are setting a price on a new listing with a seller or explaining why an appraisal came in ‘short’ to a buyer, emotions become part of the equation.

The only way to lessen the emotions of the negotiations is to bring the conversation back to the logic of the situation.

The only way to do that is to bring in the facts that underlie the situation.

7.) It’s much more effective than cherry pie recipes.

“Frivolous content will sink as the gems of true insight continue to rise.” – Marc Davison, 1000Watt

For too many years, our industry has depended on frivolous content such as chocolate chip cookie recipes or music trivia.

We have to stop being lazy and start sharing content that proves we know what is happening in the housing market and why it is happening.

After all, we are applying for the job of “Top Listing Agent” or “Top Buyers Agent,” not Top Chef or for a spot on Jeopardy.

Bottom Line

Digital Brick, a top-ranked marketing company, said it best:

“Your goal is to have your customers see you as an asset. You want them to view you and your business as an industry leader or expert. You do this with the content you share and post.”


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