Provide Ongoing Value

Published: March 5, 2019

This blog was written by guest writer, Katelyn S.:

In today’s world, standing out among the crowd is not as easy as it once was. With the abundance of unlimited, and sometimes free, resources, most anyone has access to whatever it is he or she is looking for at the touch of a button. Whether you are trying to create a promo video for your company, run an online ad about your services, or create marketing campaigns for your ideal target market, remember that every other business owner out there is doing the exact same thing.

Furthermore, as consumers, we are constantly being bombarded with ads on our Facebook newsfeeds, or targeted commercials on our go-to music apps. In fact, most of the time — and I think you can agree — we scroll right past these ads or we pay $9.99 per month to never hear a commercial again! It has merely become ‘noise’. However, have you ever found yourself scrolling through your Facebook and then pausing to watch that 30-second step-by-step tutorial about how to make ‘Game Day Guacamole’?! I bet you are guilty of watching at least one or two of these recipe tutorial videos.

So what does ‘Game Day Guacamole’ have to do with standing out among your competitors?! Rather than focusing on marketing campaigns and paid advertising as your sole form of engaging with potential clients, try providing them with education or knowledge. Focus on providing ongoing value to your current, and potential, clients/customers. As an individual or small business owner, your competitive advantage is your knowledge — recognize it and share it with others.

Perhaps you host free workshops and invite potential clients to learn how to build their websites. Maybe you ‘go live’ and talk about current trends in the market, or you film short videos about how-to braid your hair. You could put together a ‘Things to Remember When Buying a Car’ checklist and send it out to your entire database or post it on your social media feeds.

If you provide enough value and attract enough engagement, people will look to you for advice, help, and maybe even to use your services. By doing this, you will form a unique bond, as well as build trust and loyalty, with your current and prospective clients.

Coach’s Tip

If you follow Gary Vee, then you know that one of his greatest areas of focus, particularly when describing how to build a successful brand via social media outlets, is “providing value”.  Gary believes all content you create must be valuable as you really should be acting like a media company. Further, he contends that we should stop trying to convert customers. Instead, we should deliver so much value (through our content and other methods) that people come to us rather than us having to pursue them.  

So what does that mean to us, as real estate team leaders? How are you providing so much value to your prospects, database, etc. that they call you instead of you having to prospect them? What are you delivering, over and over and over again, to the point where the consumer cannot help but use your team for their next transaction?  

One area I believe we need to focus is on the state of housing market. I believe the public is relatively ill informed about the housing market, primarily because the traditional news outlets only want to publicize housing news that draws eyeballs (i.e. trends showing larger inclines or declines, etc.). You can become a hyperlocal expert (think local neighborhood/community), the economist of choice, and/or the guy/girl with all of the “hot, off market” deals.  

Pick your niche, and then dominate it. Be to the go to source. Provide massive value and ask for nothing in return. Do it over a period of time, trigger the RAS (see next week’s blog!), and generate customers for life. To learn more about this concept, check out Crushing It! by Gary Vaynerchuk (click here)

– Brian Gubernick

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