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In this blog post, we will explore the importance of systems and personal branding in the real estate industry with Makena Zannini & Jen Dillard, Makena Zannini is a business support expert and advisor with extensive experience in operations and finance for small to medium-sized businesses. She co-founded Brick by Brick Collective, a company that provides customized business support services, particularly for real estate professionals, while Jen Dillard is a seasoned real estate professional with over a decade of experience in various roles, including solo agent, team lead, and independent broker owner. Jen partnered with Makena to create Brick by Brick Collective, which offers tailored services to help real estate agents streamline their operations. Join us as they share their unique insights on the importance of systems and processes in enhancing business efficiency and profitability, and building personal brands and effective marketing strategies to enhance visibility and client engagement in the real estate market.

Identify Your Unique Value Proposition

To stand out in the real estate market, it’s crucial to define what makes you unique. Jen emphasizes, “I think that the first step is just really figuring out who are you? Who are you and why would somebody resonate with you?” This self-awareness allows you to showcase your personality and interests, which can help potential clients connect with you on a personal level. Instead of relying solely on generic posts, focus on sharing your story and what differentiates you from other agents. By doing so, you create a personal brand that resonates with your audience and builds trust.

Create Engaging Content Beyond Listings

Real estate agents often fall into the trap of posting only listings and sales, which can become monotonous. Jen points out, “A lot of real estate agents get in this habit of just posting credibility, which is just listed, just sold.” Instead, consider diversifying your content by sharing behind-the-scenes looks, personal stories, and market insights. For example, you could create a video introducing a new listing or share a story about a recent client experience. This approach not only keeps your audience engaged but also showcases your expertise and personality.

Utilize Systems for Content Management

Makena highlights the importance of having a structured approach to content creation: “I think really comes down to like the infrastructure.” By setting up systems, such as using Notion boards to plan your content, you can streamline the process and ensure consistency. This allows you to pre-plan posts while leaving room for flexibility, accommodating new listings or spontaneous ideas. Additionally, consider using voice notes to communicate your thoughts and ideas to your team, making it easier for them to create authentic content that reflects your voice. Implementing these systems can significantly reduce the chaos often associated with content management.

Leverage B-Roll and Authentic Footage

When preparing for a photo or video shoot, don’t overlook the value of B-roll footage. Jen suggests, “Have somebody at the shoot recording content behind the scenes of the photographer taking the photos of you.” This additional content can provide a more authentic glimpse into your work and personality, making your brand more relatable. Whether it’s capturing candid moments or showcasing your workspace, B-roll can enhance your storytelling and engage your audience. By incorporating this type of content, you can create a richer narrative around your brand.

Collaborate and Communicate with Your Team

Effective collaboration is key to executing your vision and maintaining authenticity in your content. Makena states, “I think the biggest part is how do you get the content out of your brain in a systematic way.” Establishing open lines of communication with your team can help ensure that your ideas are accurately represented in the content they create. Whether through regular check-ins, voice notes, or shared documents, fostering a collaborative environment allows for creativity while maintaining your brand’s voice. This partnership can lead to more effective content that resonates with your audience and drives engagement.

“When you’re able to show your availability, credibility, your authenticity, all of that consistently, then there’s a return in business.” – Jen Dillard