Do you have a HUB? Do you know how to market to it? No this isn’t some new real estate designation you just gotta have, a HUB is a common destination for people to come together. I grew up in Syracuse New York, I spent the better part of my life there, leaving when I was 22. When I was in high school the place to see and be be seen was at my boy Sammy’s house. Sammy always had the best parties, it didn’t matter if you were a freshman or a senior, if you were at Sammy’s you were alright. Sammy’s house was the kind of place where city kids (like us) and kids from the suburbs all got along.
At Sammy’s everyone came together to discuss the latest and greatest. Who is dating who, who is BFF’s this week and who had a falling out. If you wanted to know what was going on in the Cuse’ Sammy’s house was the best place to find out. I can’t tell you how many people I met at Sammy’s house. Even today, when I go back to Syracuse, I will talk to someone that say’s “I know you from somewhere……did you go to X high school? No, did you go to X college? No, I know…..I met you at Sammy’s!” It was an immediate conversation starter that could last for hours. Sammy’s house was my HUB.
MyTitleGuy's HUB
Every real estate professional-every business-needs a HUB. A place where you and your target audience (your ideal client/customer) can come together. A place where you can engage and be engaged by your peeps. Today, my HUB is my website. I use my facebook fan page, Twitter, YouTube etc to get my target audience-my ideal client to my blog/website my HUB. The main idea of a HUB is to gain people’s trust and respect by building relationships and providing real value. A place of my own where I can introduce my brand-MyTitleGuy-ask questions and get answers. Here is the thing about a HUB- (back to Sammy’s house), If when I went to Sammy’s, I was constantly hit up by people that wanted to sell me something I probably wouldn’t have come back. If at Sammy’s I was constantly told what I need to do, I probably wouldn’t have come back. If at Sammy’s everyone spoke at me or only about themselves, with out asking me how I was doing, what was new in my life, I probably wouldn’t have come back. One thing I learned was building relationships and marketing does not always have to happen at the same time-or in the same place. If the only time you communicate with your peeps is to sell something, you have missed the boat. Yet, this is what I see all the time on most real estate professionals online HUB.
“New Listing!”
“Check out this 3 bedroom beauty!”
“Beat The Bank!”
“Why I Am The Best Real Estate Agent In The World!”
“I Sell More Homes Than Anyone”
Talking only about yourself or why you are so “great” is one of the fastest ways to be ignored, un-friended, unsubscribed or un-followed. Call me crazy but all your communications with your peeps doesn’t always have to be about what you sell or do. Jamming your product or service pitch down people’s throats doesn’t really serve anyone, not even yourself. We’ve all seen people that hang out on a social network just because they want to sell something……..most people can smell when it’s all about them (I know I can). People do business with people, so be one-a person that is. People like to know that you have the same problems and challenges that they have. Don’t be afraid to talk about your life, your day, your challenges and your wins.
When I first shifted from outbound to inbound marketing, I made the mistake of talking about my title company, why I was a better fit for a real estate professional. To some, I came off as a “typical salesperson”. It wasn’t until I started getting “sticky” with people, talking about me (not the way you think), making funny videos with my son, that things really took off. I started getting comments about my son, Alejandro or “Hondro” for short. I started getting contacted from real estate agents, other title representatives, attorneys and title companies throughout the country. I built relationships and these relationships naturally led to more business.
You can talk about your expertise without bragging. If people believe you can help them or of they see that you are an authority in your field and are able to solve some of their problems, they will naturally come to you. Inbound marketing is about attracting people to your HUB like a magnet using notably different, unique, keyword rich content (blog posts, videos, pictures, audio) that is helpful to your customers, prospects, community and peeps. In case you were wondering, “Peeps” is short for People. 
Later Peeps!
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