“I would rather be in the business of attracting business versus chasing leads,” says Katie Lance, social media expert and CEO of Katie Lance Consulting.
“That’s what marketing is: staying in front of your audience so when they have the need for your service, they choose you unconditionally, unquestionably,” says Scott Stratten, best-selling author and co-founder of UnMarketing.
Lance and Stratten joined RE/MAX CCO Nick Bailey on “Good Morning RE/MAX” to highlight why authenticity, storytelling and thoughtfulness are the keys to marketing at any time, but especially now. Both are scheduled to speak at the all-virtual RE/MAX BOC in August.
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Lance cautions that in uncertain times, it’s important to be respectful, strategic and able to think things through before you type. It’s also smart to take attention off your accomplishments and instead give credit to others.
“When we can shine the light on someone else, whether it’s someone in our community or our clients and our prospects … there’s a lot of power in that,” Lance says. “When we can lead – whether it’s through a Facebook Live, or through video content we do – where it’s not just, ‘Hey, look at me, I sold another house.’ When we pull out those stories, people lean in.”
Stratten agrees, explaining that community is a verb.
“Community isn’t something we slap on a website or on a business card or in a slogan. Community is an action,” he says. “It’s what we do.”
To that end, he says real estate agents should maintain a focus on others, rather than themselves and their business.
“When you’re good at things, you tell people. But when you’re great, they tell others for you,” Stratten says.
“I really believe when you are your authentic self, you have no competition.”
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Written by Katharine Davis
