While most luxury real estate marketing professionals are still reeling from the downturn in the market and working harder than ever just to keep up, some are seeing the enormous opportunity that the new era of the internet has to offer and they are starting to reach for the gold ring. Yes, there is a gold rush out there. But, what may not be obvious is what the new gold looks like and how to find it.
The new gold is all about identifying an uncontested niche in your marketplace where you can add extraordinary value; then staking your claim to ownership of that new market space. It is about cashing in on who you are, what you are most passionate about and leveraging the new media tools to reach and connect with your ideal clients in a focused manner.
What Is the Catch?
You need to know who you are, what you stand for, what you are passionate about what you can do better than anyone else in your marketplace. You need to discover you unique voice. Only then will the new media tools make any sense to you in terms of their potential to tap the gold reserve that awaits you. The tools are meaningless otherwise. Only when you become "follow-worthy" will you attract and retain your audience, and also convert that audience into cash flow.
You Must Discover Your Golden Voice
The blog is a great example of a new media tool that is useless without knowing your unique voice. Luxury real estate agents have been hearing, for a couple years, that they need to blog. They have been promised that Google will magically send traffic to their sites if they just spew "content". Never mind that the content that they are writing about or the stories they are reporting are of any interest to a target market. Forget the idea of original content. After mindlessly regurgitating other people's information, most agents abandon their blogs within 60 days concluding that it was a waste of time and was of little value in terms of generating immediate leads, let alone transactions.
What an awesome tool the blog is for those who have discovered their unique "golden" voice, a voice that is "follow-worthy"! Blogs offer anyone the opportunity to become a syndicated columnist because followers can subscribe to their "column", keep up on the latest installments and also engage in discussion with the author and other followers. Plus, it is virtually free! So, is the help you can get from your silent marketing partner, Google. Google wants to help create a perfect match between you and your potential audience, your ideal potential clients because they sell more ads when users experience better search results.
Right now, there is an abundance of unexploited marketing niches right under your nose, where you can become the undisputed market leader. But, you will not perceive these untapped "gold mines" if you do not know your own mind. You first need to discover your own golden voice.
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