In the game of Real Estate, why on earth would we need to be a celebrity, or would we want to be one? Well, there is definitely no need; however, there are strong arguments for why you would want to be one, and I do not mean star in some sort of weird Real Estate movie. You must look at the qualities and the benefits you gain from being a celebrity, and how it relates to business.
Let’s address what it means to be a celebrity and then look at what you could do if you had that position or status. So, if you are a celebrity, you have a large following, a history of success, you gain instant credibility, you are in the media whether it be good or bad, and you are in a position of influence. More importantly, you turn your popularity into profits in the future, again and again. These are great things, however, how does it relate to being a Real Estate Agent or business?
Well, the answer is, it does not really. What relates is most of these celebrities end up making more money from selling products than they did from making movies. What I am trying to say here is that you can turn your following into a business that will make you money. That is proven time and time again by influencers on Instagram who get paid by big companies, to promote their products to their audience because they know they have credibility in that space and their audience is likely to take action and buy.
As a Real Estate Business, you get a chance to take a significant stake in a person’s number one asset—their property, by the way of charging a commission in the amount of around 3%. This makes you a stakeholder. What they are looking for are all the things a celebrity brings to the table, and the biggest is a large audience and strong credibility. Real Estate in Australia is always a major topic of conversation, whether at a barbeque or over beers with friends, and when the time comes to make the move, the consumer wants the best or who at least appears to have the most credibility and trust.
Are you considering building your celebrity status yet?
I think you should, and by that, I do not mean throwing yourself into a pool in a property video, which I did. I have seen others do many other odd things that do not make them the trusted, credible property source in their local area. I mean, building out great content that is of value to all people living in your local area where your goal is to have anyone who moves or buys a property for investment, uses your services.
What content should you shoot to gain an audience who is engaged with your existing content?
Well, ask yourself what would you be interested in seeing if you were thinking of selling or looking to invest in the areas that you operate.
If you are thinking of selling, you would be obviously interested in the things that come to your mind straight away, like “what are property prices doing?”. This is a fundamental piece of information you cannot go wrong with, but you may want to consider it from a different level. What if you were thinking of coming to the market? You may think well, “How long is this realistically going to take?” and “Is there anything I can do to speed up the process?”.
e.g. What homes have you sold faster for more, and why?
Do you have any stories of the before and the after of the campaign?
It is easy to say you are the best and just show the results. However, if you think as a celebrity, does it make great viewing? The answer is probably NO!
If you are trying to attract more landlords, then why are you not giving a video update of properties that you have that will make a solid investment, and why? There are projects happening constantly in your area that may change the scope of people wanting to live in the area. Get them excited. It may be as simple as a new bus route or a pub that has just opened. These things make the area more appealing for tenants to want to live there and landlords to have a steady cash flow.
Get excited about content as a part of your Real Estate Business, particularly video, which has the highest captive audience. I find it interesting to follow trends and growth in sectors and the one that stands out the most is the Netflix model. No ads, low fees, and a great user experience. There are many businesses taking advantage of this model and replicating it. Personally, I subscribe to Netflix, Spotify, UFC, and there is more I probably forgot about or to switch off the $9 per month. There is everything from Magic, Yoga, and more, however, there is nothing in Real Estate.
I thought maybe there is some opportunity in this space, plus, I also want to be a celebrity in my space. However, there is no real medium to easily do so, so I created my own. At first, it was really to promote our own content. However, I see it being more than that in the future. I see it as a place for us Real Estate Lovers to share our content and stories to one audience who also loves real estate, with no ads and low fees! Build your own channel, build your stories, and become a celebrity.
If you got this far down, well congrats, as you got to the level where great value content turned to shameless promotion. Check out the content there. You will not be disappointed with what you may take away and I’d be surprised if there was nothing there that got you excited. If you want to know more about it, just feel free to reach out. Have a great day, stay safe. Signing off.