I love the comedian Micky Flanagan.
There are three main reasons I’m a fan.
1 - Like me, he doesn’t speak propah. He says ‘fings’ not ‘things’.
2 - His comic descriptions of growing up in a working-class London family are scarily accurate. His line: “My dad thought he was helping out around the house if he closed a cupboard door” could’ve been describing my old man.
3 - Micky understands the importance of the ‘long run-up.’
And my estate agent amigos, here’s the ‘fing’ that applies to you.
Micky talks about taking the long run-up approach in winning his wife’s permission for a lads’ night out.
He’s implying (rightly in my experience) that you can’t simply go ‘alright love, I’m off out with the boys tonight.’
He highlights how you need to take your time, turn on the charm over weeks/months, go out of your way to be helpful and then when the moment is right, you raise the subject of requesting a night on the tiles.
It’s the same with estate agency content marketing.
Asking for an instruction in your first blog/vlog/email campaign/newspaper advert is mental.
Expecting one is even crazier.
A massive decision like selling a home takes time to reach, so your content approach should be that of the ‘long run-up’.
Marketing isn’t an event; it’s a consistent process, and in most cases, you are looking to gain attention. Then trust. Then action.
Turn on the charm consistently (at least weekly) with helpful blogs, vlogs, and social media shares.
Run helpful, interesting, and trustworthy articles that solve problems and answer questions, and you’ll start getting noticed locally for the right reasons.
And due to your consistency and visibility when the time is right, you’ll be in the running when valuations are being requested and instructions up for grabs.
It’s at that point a long run-up proves worth the wait.
And you start being asked for ‘fings’ like property advice, guidance, AND valuations.
Thanks for reading, and here’s to your next instruction.