How “Perfect” Does Your Real Estate Marketing Need to Be?
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Over the years, the pressure to appear a certain way online has only increased. And right now, when we’re all leading less than perfect lives, it can even be discouraging or overwhelming.
You might feel like you don’t measure up to another agent’s picture-perfect Instagram or feel like your videos will never stand out next to the glossy music video-style home tour you saw the other day. But when it truly comes down to our marketing, are we too hard on ourselves?
How “perfect” does your real estate marketing need to be?
In today’s fast-paced digital world, it’s easy to feel overwhelmed by the pressure to showcase a picture-perfect marketing presence. You might scroll through social media and see agents with glossy, music video-style home tours or flawless Instagram feeds, and it can be discouraging. Are you guilty of comparing your marketing efforts to someone else’s polished image? If you’ve ever felt like your marketing just doesn’t measure up, you’re not alone. It’s time to take a step back and reevaluate what really matters in your marketing strategy.
The Perfectionism Trap
Let’s be honest: battling perfectionism is something many of us experience, especially in the competitive world of real estate. You may find yourself hesitating to post that video because your hair isn’t “just right,” or putting off creating Facebook ads because the process seems too complicated. The constant desire for perfection can lead to frustration, causing you to push off essential marketing tasks that could help you connect with potential clients.
You’re not alone if you’ve felt stuck in the whirlwind of overwhelm, constantly comparing yourself to others in your market. “Look at how they’re already doing it so much better,” you might think. But here's the kicker: the focus should be on serving your audience, not on achieving an unattainable standard of perfection.
What Is Your Marketing Really About?
At the heart of effective real estate marketing lies one crucial question: How does your marketing help the people you want to serve? Your marketing should reflect your brand while speaking directly to your ideal customers. When we align our marketing with our goals and the needs of our clients, we shift the focus from ourselves to the people we are trying to reach.
In a recent episode of the Ideas for Real Estate podcast, I discussed how critical it is to narrow down our marketing goals. The first step is to ask yourself two important questions:
Does this marketing reflect my brand in a way I’m comfortable with?
Is it going to engage and resonate with my ideal customer?
By focusing on these two aspects, we can find a balance between representing ourselves authentically and delivering value to our audience.
The Simple Formula for Effective Marketing
When grappling with perfectionism, it's essential to remember that your marketing is not just about aesthetics or technical details. It's about creating connections and providing solutions to your clients' problems. As I mentioned in the podcast, there's a straightforward formula to help you assess whether your marketing is ready for the world:
Reflect Yourself: Your marketing should represent you authentically, even if it’s not the idealized version you might envision. It’s about showing up as you are while still striving for improvement.
Engage Your Audience: More importantly, it should connect with your audience and address their needs. Are you answering their questions? Are you providing value?
Finding that intersection—where your marketing reflects who you are while also speaking to the needs of your clients—is where the magic happens. This approach not only alleviates the burden of perfectionism but also empowers you to take action.
Letting Go of Perfection
One of the most freeing realizations is that no marketing effort will ever be “perfect.” There’s always room for improvement. That Facebook ad? It could always be a little better. That listing description you wrote? A professional writer might craft it more beautifully, but does it convey your unique voice and knowledge?
The truth is, the goal of your marketing isn’t to achieve perfection. It’s about making a genuine connection with the people you want to serve. It’s about showing them your value, your expertise, and your dedication to helping them through the often daunting process of buying or selling a home.
Your Marketing is Your Empowerment Tool
Think about it: your real estate marketing isn’t just a means to generate leads or make sales; it’s an opportunity to empower yourself and your clients. Every time you share a post, write a blog, or shoot a video, you’re taking a step toward building relationships. You’re providing guidance and support, which are crucial elements in the real estate industry.
When clients are looking to buy or sell their homes, they’re not necessarily concerned with the perfect graphic or the slickest video. They want someone who is approachable, knowledgeable, and ready to help them navigate the complex world of real estate. Your clients need you to be present and engaged, not paralyzed by fear of imperfection.
Embracing the Risk of Imperfection
If perfectionism is holding you back, I’m giving you permission to let go of that mindset. Consider the worst-case scenario of putting out a piece of marketing that doesn't meet your expectations. Maybe it doesn’t yield the results you hoped for. Perhaps you later delete it because you think it wasn’t good enough. But what’s the best that could happen?
Let’s reframe that question. By sharing that social media post, writing that blog, or creating that video, you could connect with a potential client who needs your help. You might engage an audience member who resonates with your message and decides to reach out. That’s a powerful outcome, isn’t it?
Shifting Your Mindset
As you navigate your marketing efforts, keep that mindset shift in your back pocket. Instead of allowing perfectionism to stifle your creativity, think about the potential impact of your work. What if your marketing efforts lead to a new connection, a new client, or even a new referral?
When you focus on the possibilities rather than the potential pitfalls, you’ll find the courage to put yourself out there and share your expertise with the world. Remember: your marketing is not just a means to an end; it’s a valuable tool for helping you serve others.
The Bigger Picture
Every day, you help people make one of the most significant decisions of their lives—buying or selling their homes. That’s no small feat! The guidance, support, and expertise you offer are what your clients truly care about. So, when you find yourself getting caught up in perfectionism, remind yourself of the bigger picture.
Your marketing efforts are not just about you; they’re about the service you provide and the lives you impact. It’s about showing up as your authentic self and being a trusted resource for those navigating the real estate landscape.
UP NEXT:
I’m Heather Colby, host of the “Ideas for Real Estate Podcast.”
If you like what you read here today, I’d encourage you to take a listen to the episodes. :
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!