The NPR Test
Marketing guru, Guy Kawasaki, often refers to the “NPR test” when curating and creating great content for social media. National Public Radio, a well-respected news outlet, provides free content for its readers. A few times a year, NPR will run a pledge drive to seek donations from its followers. The reason why the pledge drive has been successful is because NPR provides high quality content all year long—people feel obligated to give back.
Many aspects of being a REALTOR® aligns with the NPR test. In order to generate high quality leads, a REALTOR® needs to prove to his or her prospective clients that he or she is trustworthy and knowledgeable; this is like NPR providing free content. The “pledge drive” in real estate occurs when clients decides to use you as their agent. Successful REALTORS® are constantly in a pledge drive because their past clients are sharing what great experiences they had.
The “reshare test” is another important concept that Kawasaki preaches. When marketing through social media, great posts are ones that are liked, commented, and reshared. The goal is to post materials that are so valuable, engaging, and entertaining, that readers will want to share the content with their friends. The same can be applied to real estate sales. When you represent a buyer or seller, you want to make their experience as pleasant as possible. Your goal is to get the deal done, but that doesn’t mean you neglect your clients’ emotions.
Referrals are a lifeline to REALTORS®. In order to get referrals, you need to educate, engage, and bring value to your client’s home selling or purchasing process. When it’s all said-and-done, you want your clients to be so impressed, that they brag about you to all their friends.
Disclaimer: This is a personal blog. Ryan Oda (#RS-75450) is a licensed real estate salesperson with Benn Pacific Group, Inc (#RB-19423). The opinions expressed here represent my own and not those of Benn Pacific Group, Inc., its agents, and or its affiliates. My thoughts and opinions can change over time. This blog is intended to provide a semi-permanent snapshot of a selection of various thoughts and opinions that may not be the same, or even similar, to those I may hold today.
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