This episode, we sat down with Prassede Kemp, M.A., founder of Numinous Creative, a company focused on helping business owners (and more notably real estate agents) harness the power of social media, digital marketing, branding and content creation to help their business grow.
Check out Prassede’s Company Numinous Creative for assistance with social media marketing and management, branding, and content creation.
The relationship between real estate agents and their social media platforms can potentially be a complicated one. With the majority of the agent’s day being spent giving their clients the best and most memorable experience while commuting from location to location and writing contracts, this leaves little time left for self promotion. In addition, someone with no experience in social media planning, this task can be daunting as it asks the person to be a proficient copywriter, photographer, and content creator. Even if the skillset is there, it doesn’t mean they will enjoy it or find the time! This is where companies like Numinous Creative step in. Their involvement is dependent on where the specific social media needs lie, and what role the agent would like to play. To help you get started, we’ve covered a few topics that will greatly help anyone on the brand building journey.
To start, before creating any type of content, identify who your audience is and what demographic they fall in line with. As Prassede so aptly put it, “It’s necessary to niche down.” As you start out as a new agent, it’s easy to want to try and reach every person that comes across your page. Over time you will find that it is impossible to serve everyone when finding and using your voice. Inevitably along the way, you will need to let some people go as hard as that may be. Identify your perfect client, label their interests and behaviors, and tailor your content accordingly. Identifying who you do not want to work with will help guide your brand as well. Many of these realizations come with time and plenty of experience with various clients. Newer agents may have a tougher time knowing their exact audience right off the bat, though as they continue on it will become easier and easier.
Next is finding your voice. This can be tricky as it has the potential to be vulnerable and awkward getting started. It is no secret there is a specific kind of pressure that comes along with posting among those who seem to have a natural knack for this kind of thing. One way to start would be to decide what level of professionalism you want to carry through your brand. As new real estate professionals get into the business, there is a stigma around professionalism and how one represents themselves. Though, if you think back to our first point of deciding who your audience is, you should be able to determine what kind of person that audience would like to work with and project that energy through your brand. The goal here is to get to a place where you say what you want to say in the way you want to say it without second guessing.
“A brand is an experience and it is yours to design.”
The final step we will be discussing is patience and consistency. As you shape how your brand is represented by the colors, content, and voice that you choose - consistency is absolutely key. Social media success is a long game. It takes time to build relationships and trust with your audience as they get to know you, especially if you’re starting from bare bones. As your channel evolves, some experimentation in the types of content is necessary to find what performs well, and with that unfortunately will come posts that underperform. Analyzing what works and what doesn’t is just another step towards a successful channel. So far, TikTok has been stated to be the easiest platform to go viral on, though it’s also important to note that the fame is extremely fleeting. Identifying your audience, building your voice, and bringing a level of authenticity is a great place to start your journey!
Listen to our full episode here!