How to Create Content That Actually Gets Engagement (Social Currency Strategy for Real Estate)

When you're talking to your sphere of influence and you're communicating a message through social media, email, newsletters, email marketing, and physical mail…

What is that message? And do people really like the message?

That's a really interesting question. We can measure that. We can measure it with email newsletters like Constant Contact or MailChimp, based on what they call the click-through rate—how many people are clicking on the topic so they like it and want to read it or dig into it.

And then deeper than that, we can see how long people are on your social media. If they engage, how long they're sticking on that, if they're watching your video for 10 seconds or 20 seconds, getting all the way through it. So that's what we call stickiness with the content.

To make your content more sticky and have a higher click-through, let me give you an idea. And that is to give people social currency.

What is social currency?

That means you're going to give somebody something that they can repeat to someone else. Because people like to feel smart. They like to feel like they got a piece of information that they can repeat to their friends at work, their family, their coworkers, their neighbors. They know something. They have a little bit of an expert-level knowledge of some topic.

It's exactly what we do when we watch the news. We talk to people and say, “hey, I just watched the news, I heard this study, read something online—hey, I just heard this, that and the other.”

Social currency.

How can you do this? I want you to be on the watch for little factoids that are interesting. I'm going to give you one right now that I stumbled across today, which is really impressive.

We’ve been watching the homeownership rate with young people go down and down. It’s been in the doldrums because of affordability. But the good news is now it's climbing back up.

We hit a number which is impressive—34% of the homebuyers in the first quarter were first-time homebuyers. It's incredible, and it's the highest in five years. That's pent-up demand, people wanting to get back in the market. 34% of purchases were with a first-time homebuyer.

That's exciting for me because I want to see that homeownership rate improve. The average homeowner is now 40 years old, which is crazy. We want to get that back down. We want people in their 20s buying homes again. And the way you do that is by encouraging homeownership.

So that's one little factoid, but I want you to find facts and numbers, studies that are interesting.

Let me give you one more. Are you ready? What's the number one reason why a home sale fails mid-transaction? What's the number one reason?

70% of the time, it's an inspection. They get an inspection, it comes back, it's got repairs, they can't negotiate the repairs.

And so that's a whole conversation. You can have a whole video around just that topic. My take on that is, let's encourage pre-inspections with sellers so they remove that possible failure point off the table. That's a whole video you can put out.

But again, another factoid. How can we do this? An effective way to… so be on the watch for this so that immediately when you see the one, you can take it and run with it and think to yourself, there's some social currency I could put out in the world.

If you want more ideas, strategies, concepts, tools, techniques, check out our The Path Performance Coaching Platform here. It's only $1 for your first month.

We're going to give you hundreds of lead generation strategies, 750 downloads in the system that's growing all the time, social media assets, three live coaching sessions every single week.

And again, it's only $1 for your first month.

What do you have to lose? Absolutely nothing (except for a dollar!)

So we'd love to see you over there soon. Have a great day. Good selling.