Are you looking to elevate your real estate marketing strategy so that leads and clients flow your way consistently?
There’s one simple mindset shift you can make that will drastically change the trajectory of your business.
Because let’s be real…you can read all the marketing books and binge all of the podcasts you want. But if you don’t have the right perspective when it comes to real estate marketing, your strategy will always fall flat.
So let’s get right into it!
Jab, jab, jab, right hook
If you know me well, you most likely know that I’m not the biggest Gary Vee fan all of the time (I’m not about that hustle culture!)
But there is one philosophy he often talks about that I think is particularly helpful for shifting your mindset around your real estate marketing strategy.
And that’s the idea of jab, jab, jab, right hook.
Vaynerchuck wrote a book about this concept back in 2013, but the principles remain extremely relevant to this day.
In jab, jab, jab, right hook, the jabs are every instance you provide value to your ideal clients. This includes the valuable content you put out, the appreciation you show your people, and the kind gestures you do for your community.
The right hook, on the other hand, is the ask.
It may be:
- Asking for a sale
- Asking for a referral
- Asking for registration on an ad
What jab, jab, jab, right hook stands for is essentially give, give, give, then ask.
You have to earn the right to ask for the sale.
Timing is everything
If you want to implement jab, jab, jab, right hook in your real estate business, timing is key.
Getting jabs and right hooks lined up actually requires a deep understanding of your audience.
You want minimal friction as people go through your marketing funnels. It should all feel incredibly natural!
The worst thing is when people can recognize that the right hook, the ask, is coming and so they duck to avoid it. We all hate being sold to. No one likes the feeling of being just another lead in someone’s funnel.
This is why it’s so important that our marketing feels generous and customer-centric.
Advertising cycles are getting longer
As consumers get more intelligent, the longer the sales cycles become.
Across all industries, it’s taking longer for customers to purchase. The buyer’s journey is expanding.
While there still might be some industries where ‘quick hits’ are the norm, and people purchase straight away, they’re becoming few and far between.
As consumers are bombarded with more and more ads, they’re becoming more and more cynical.
This is why your marketing requires more finesse than ever before. You’ve got to put in some extra effort to romance your customers!
Shift to a give-first mentality
The changing advertising industry teaches us where we need to shift our real estate marketing strategy.
Gary Vee wrote Jab, Jab, Jab, Right Hook nearly a decade ago, and since then advertising has become far more saturated.
Because of this, you can’t always expect your right hook, your ask, to land.
This isn’t some kind of formula.
It’s not about posting three authority posts on social media and then a promo post, and expecting the sales to flood in.
It’s so much more than that.
It’s about completely shifting your mindset to a give-first mentality.
If you’re just throwing jabs because you’re ticking off boxes in order to ask for the sale, the strategy is never going to work.
Prioritize relationships above all else
Have you ever heard the quote, life gives to the giver and takes from the taker?
Because THAT is what this mindset shift is all about.
You need to focus more on what you can do for your audience than what they can do for you.
When you give and give and give, then the ask is always going to be more successful.
But winning a sale can’t be your primary motivation.
The relationships you have with your clients and potential clients are the most important thing.
Think about it like this:
No one wants to hang out with that friend who only calls when they need something.
They want to hang out with the friend who’s always organizing events for the group, who’s generous and thoughtful, and who’s always there to lend a listening ear.
Be THAT friend for your audience, and watch your real estate marketing strategy soar.
Create true value (not just value for the sake of value)
When you’re focusing on creating value for your audience, you need to be intentional.
It’s not about creating value for the sake of value. It’s about creating targeted value that will help your ideal clients make significant strides in their life.
What’s the most valuable thing I can do or give my audience today?What do they really, truly need to hear from me?
What piece of wisdom or value can I give them that will help them get closer to where they want to be?
This is super important when it comes to crafting your marketing funnel, too.
How can I make the experience of going through my funnel as enjoyable as possible?
How can I make sure that I’m giving far more than I’m asking?
How can I make sure I’m fostering a relationship and building trust over time?
When you ask yourself these important questions, your funnel is going to feel a lot more smooth, and your real estate marketing strategy will yield greater results than ever before.
As an agent, YOU have the opportunity to be a part of the exciting, changing real estate marketing world.
Traditionally, real estate marketing has felt sleazy. It’s been billboards with someone’s face on it saying “Give me a call!”…there’s zero value. There’s zero connection. It’s more about asking rather than giving.
But you can now be a part of a new wave of agents who prioritizes relationships – and builds their business with a give-first mentality.
It all starts with shifting your mindset and reflecting on how you’re currently marketing your real estate business.
Is your current real estate marketing strategy focused heavily on sales? Or is it more focused on being of service to your potential clients?
If you answered the latter, fantastic.
And if you answered yes to the first option, it might be time to take a second look at your real estate marketing strategy.
Do you want to keep learning about building relationships at scale with your ideal clients so you can grow to seven figures? I’ll teach you how in The Listings Lab Guide. Download it for free here.