Unconventional Approach on How to Grow Your RE Brand
In my conversation with Greg Fleischaker, who is a Louisville based real estate agent, he explained the unconventional ways he is able to grow his network and following via grassroots marketing, which resulted in getting his brokerage to the number one spot in Louisville. How did he do it? By following his best real estate advice ever, which is that when you are creating content, take baby steps and keep at it day after day.
As a content strategist, Greg has seen many different types of marketing strategies, and the method that he landed on to expand his business was podcasting. Greg is the host of a twice a week podcast show that interviews real estate and business professionals in his area, as well as creates episodes for some of his brokerage’s larger listings. However, the podcast isn’t the only marketing method that sets Greg apart from other agents in the area, but rather, how he goes the extra mile by creating 14 separate websites dedicated to a different neighborhood in Louisville.
Once Greg records a podcast, he will post the final product to his main website. But then, he will create a summary of the podcast in blog post form, and then post this summary to the applicable smaller niche websites. For example, Greg recently interviewed a local business in Butchertown, an area in Louisville. After finalizing the podcast, he posted it to his brokerage’s main website, which is standard operating procedure for every podcast. Then, he wrote up a summary of the podcast, and posted that to one of his 14 niche websites that is all about Butchertown.
Similarly, Greg follows the exact same process with Facebook. He has created a number of different Facebook pages for several different areas, and any content that is remotely related to a specific area will get republished on that niche’s Facebook page. Therefore, following the previous example, Greg published the summary on the Butchertown Facebook page as well.
By following this hyper focused, local approach, it has allowed Greg to create a much larger following than he would have gotten otherwise. This process makes people in the local markets feel like he is being sensitive and attentive to their small little group, which they greatly appreciate, and he isn’t being a nuisance by publishing 5 posts a day on his personal page and flooding his followers. Greg spaces out the content so that he finds the happy medium by not drowning people with content, while still making them feel the love from him on a consistent basis.
What is also great about this strategy is that it is not as time consuming as you would think. Greg typically makes updates to each of the niche websites twice a month. Taking 30 minutes to publish a 300-word post by pulling some stats and writing a summary, is not that onerous if it is something that you are committed to doing. 14 hours a month isn’t that bad, especially when you are putting out 28 pieces of unique content!
Finally, when creating content of any kind, whether it is a podcast, blog, or something else, you must commit to the process, taking baby steps each and every single day. This is not a short-term game and will not result in a quick win. You will not see results for quite a while. Then, you will get a nibble…but then that nibble will go away. Don’t get discouraged because shortly after that nibble goes away, if you are patient and continue pushing forward, you will be rewarded with a wave of massive successes! So, if you are the one that creates quality content consistently over the long-term, you are going to blow everyone else away.
Always remember to take it one step at a time, little by little because after awhile, you’ll have created a HUGE foundation to launch from and the results will start pouring in!