How agents can take part in the real estate-as-entertainment trend


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A trend in luxury real estate has emerged: before prospective buyers purchase real estate, they consume high-quality home and lifestyle content as entertainment, and leading agents rely on it.

Shelton Wilder

“Social media is my social proof,” says Shelton Wilder, a realtor at Sotheby’s International Realty – Brentwood Brokerage. “The driving force behind my business is referrals, and as a real estate professional, showing your online presence is imperative.”

Ro Habibi, Global Real Estate Portfolio Manager at Golden Gate Sotheby’s International Realty, is also at the forefront of this trend as it develops. “In 2012, I chose social media as a business strategy after seeing the Los Angeles Million Dollar Listing and the New York Million Dollar Listing. “I quickly realized that realtors are the new rock stars, and that will definitely be a mainstay of my ‘marketing content’ strategy.”

According to Habibi, the reason is simple: “As an ambassador, our main goal is to be known to as many people as possible around the world. “If they don’t know me, they will never do business with me.”

So, how can agents raise their game when real estate matters become entertainment? Here are six insights.

1. Create and curate content that is relevant to your audience

Hayden Moran-Golden Gate Sotheby’s International Realty

Ghost of Habibi

Habibi advises to strategically consider the needs and wants of the audience you want to work with. By sharing luxury and real estate content, advising on top travel destinations, fine dining, and high-end and high-stakes deals, she demonstrates an appreciation and understanding of her clients’ lifestyles. “Being authentic is the most important thing,” he said.

But once you’ve created your brand, it’s crucial to describe it in an interesting and inspiring way. “I’m a very creative person, so I always like to deal with current trends, but I like to add my own personal touch to them,” Wilder said. “Since 2017, I’ve been doing what I call Wild Wednesdays every week. Whether I’m giving designer advice at a kitchen and bath store or eating chocolate crickets, it’s important for my followers to see my personal moments. And over and over again. .”

2. Instagram keeps delivering

Shelton Wilder-Sotheby’s International Real Estate Brentwood Broker

For many viewers, Instagram remains the ultimate pastime, and for agents like Wilder and Habibi, it’s still a way to connect with like-minded people and businesses. “A young, successful YouTuber found me on Instagram and bought a house with me within weeks,” Wilder said. “The daughter of a previous client contacted me after seeing my posts on social media, and she hired me to prepare her home and list it. I’ve even helped other L.A. agents sell their homes, posted them on my bulletin board, and watched clients make offers as soon as they went on the market.”

Much is said about the value of maintaining a position on this platform. “I just did a $5.5 million deal on Instagram, and then the seller sent me a message about a $12 million house he owns and is selling next year,” Habibi said. “I asked him how he found me and what made him contact me rather than 6,000 other representatives in the city. He said he felt like he already knew me and my background based on my previous posts.”

3. Short form holds great promise

Antonia Bagoje-Golden Gate Sotheby’s International Realty

If you think TikTok for kids, think again. Short-form video is taking over the world, and TikTok may be the most obvious example, but many real estate professionals are embracing the platform, but it’s competing with other social media platforms like Instagram Reels and YouTube Shorts.

Habibi and Wilder both focus on YouTube Shorts, which allow agents to post high-quality, shareable videos in the style of TikTok and connect viewers to larger, longer-form content on their personal channels.

4. Podcasts are uplifting and entertaining

Shelton Wilder-Sotheby’s International Real Estate Brentwood Broker

Everyone has a favorite podcast these days. If agents have the time and resources to do one podcast or be a guest on an established podcast, this can be a great way to get in front of a new audience and showcase their market expertise.

5. Always embrace the wow factor

Because luxury properties are so special, the best real estate attractions show them off at their best. Invest in high-quality video and production value with things like drone tours that will take your audience’s breath away.

6. Look for inspiring influences

Hayden Moran-Golden Gate Sotheby’s International Realty

Learn from the leaders. Meet other professionals in real estate and related industries who are creating quality social content and borrow from their playbook. “I really like the time and effort Ryan Serhant put into the media — it’s well-crafted and well-executed,” Habibi said.

“Kelly Wearstler is an inspired designer who has worked on several high-end residential buildings in LA,” added Wilder. “I also think it’s important to follow friends and clients on social media. Having the opportunity to see what goes on in their work and daily lives keeps me motivated and never fails to make me smile.”

But never forget that you are your greatest asset. “Be the real you, talk about what you know and have fun,” Habibi said. “Help people have the life they want and realize that anything is possible.”

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