The Infographic Epidemic in the Real Estate Industry

There's currently an infographic epidemic going on in the real estate industry.

I see nothing but:

• Just Listed & Just Sold posts
• "Ready to buy, sell, or invest? Give me a call" flyers
• Market stats
• Seasonal catchphrases like "Spring into your new home this April"

Most of these posts get close to zero engagement.

The Flawed Advice from Social Media Gurus

So here's the social media advice that most gurus give:

They'll tell you to do market research and get clear on your target demographic.

Why This Doesn't Work

• You waste time looking at generic reports to figure out all the demographics.
• Then not have a clue about what to do with the information.
• Most reports like the NAR Profile of Home Buyers and Sellers show stats nationwide.
  • But real estate varies by state, county, city, and neighborhood.
• First-time home buyers have different motives than vacation home buyers.
• On the seller side:
  • People downsizing have different motives than sellers upsizing into a bigger home.
• So comparing nationwide stats to your specific audience may not apply.

Now don't get me wrong, doing market research is invaluable to your business.

This is just the wrong way to go about it.

Here's What I Would Do

1. Get Clear on the Specific Type of Client You Want to Attract

   • If it's home buyers, what kind are they?
     • First-timers?
     • Second-timers?
     • Vacation home buyers?
     • Veterans?
     • Investors?

2. Do Market Research

   • Pick up the phone and call someone who represents the type of client you want to attract.

3. Ask These 5 Questions

   • What are your current struggles/frustrations/concerns with ________?
   • Do you have any fears/worries about ________?
   • What are you currently doing to __________?
   • In an ideal world, what does it look like when you __________?
   • If I could give you a magic wand, what would you need to get you from where you are to where you'd like to be?

4. Write Down Their Responses Exactly as They Say

   • Do not paraphrase.

5. Find Someone Else and Repeat Step 3

Why This Works

• Information can get diluted or misconstrued the further away it gets from the source.
• By going directly to the person you'd like to help, you can hear how they speak and the words they use.
• When you create content, it'll resonate more because you're speaking their language.
• When you explain someone's problems better than they can and use their language:
  • You instantly become the subject-matter expert.

Building Massive Rapport Through Personalized Solutions

The second reason why this strategy is so powerful is that you get to build massive rapport.

Let's say I call Sally. Sally tells me that ChatGPT sounds robotic and she wants it to sound more like her.

Then I follow up and say:

"Hey, I created a free guide showing step-by-step how to make ChatGPT sound less robotic. Want it?"

I Accomplish a Few Things:

• I build a ton of rapport because I showed that I remembered and created something to solve her specific problem.
• I reached out twice. More touches = more top-of-mind awareness.
• I build reciprocity because I gifted her something of value.
• I can turn the free guide into a lead magnet, then offer it to everyone like Sally to fill up my email list with my target audience.
• I offer the lead magnet to cold leads so they warm up and become more likely to become clients.

The Power of Direct Market Research

To wrap up, market research is super important.

Calling people is inconvenient and harder to scale than reading reports.

Which is why most people won't do it—and why you're going to get ahead of them.

If you found this valuable, let me know down below.

And I'll see you next week!