How to Create Great Content to Attract Real Estate Investors
By Adam Gower Ph.D.
Creating effective social media content for a real estate investment company looks much the same as creating content for any other industry; the only thing that varies is the information itself.
Alot goes into content creation. But it’s something anyone can do at any skill or experience level. Tailor your efforts to match your ability and keep these tips in mind. Your prospects will be glad you did and you’ll convert them into investors before you know it.
Choose the Right Medium
Content can only be great in the right context. You have to choose the type of content and the format that makes the most sense for you at that time. Long-form blog posts are inappropriate for addressing simple issues while 30-second videos are probably not right when you want to go more in depth into complex topics. For every topic and goal, you need to get the right content medium.
Focus on your audience, your message, your goal, your value proposition, and your investment value proposition.
If you don’t have the right team to make a certain type of content work for you, don’t do it. Choose the content that will work best to accomplish your goals, reach your audience, and send the right message while speaking in a voice that’s consistent with your overall positioning. If you like writing, write, if you are comfortable on camera, record from your webcam, if you don’t like to do either then record a conversation with one of your business partners, transcribe the conversation and then edit it for a ‘written’ blog or article – or just write it yourself.
Most importantly, be true to yourself and your own personal style. This is the best way to get your voice heard and your message delivered. (😊).
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Define Your Social Media Objective
What’s the point of all your content? Content isn’t just there to fill out your account and look good. All your content has to be working together to accomplish your overall goal. You need to have a unified objective for your social media accounts, and yet this can be flexible and can change as your objectives move from capital raising to development and back to capital raising.
Having a set objective for your social media accounts makes it easier for you to create content that works well together. You don’t want to produce a stream of random content that all points in different directions and presents an uncoordinated voice. Unify your message and create a more cohesive strategy that guides all of your content posting.
Present Your Best Face
Who is the best person to represent your company? The face of your company doesn’t have to be the CEO if that person isn’t the right one for the job. Some people don’t do as well in positions of high visibility and publicity, or they don’t have a good presence in video content. Whatever the issue is, if it can’t be easily sorted out then you need to choose a different person – maybe a co-founder, or investor relations person. Even your head of marketing may be a great figurehead for the company.
Confront Imposter Syndrome
We all can feel out of place online. If you are the only suitable person in your organization who can represent your company being uncomfortable presenting yourself can be a challenge of trying to do anything on social media. As much as “fake it ‘til you make it” and presenting a polished profile can pay off, these are both huge contributors to imposter syndrome, that feeling of not being successful enough, smart enough, experienced enough, etc. to offer any real value for others.
Imposter syndrome makes you feel like you have nothing to contribute to the conversation, regardless if it’s true or not, or that, even if you do have something to contribute, that you’ll be seen as being a fraud. The problem is that you’re comparing yourself or your company to other successful people and brands you see on social media. But remember this: Everyone on social media is an imposter. No one and no company is as successful as they look online; everyone and every company is putting on their best possible appearance and so, naturally, everyone looks great!
Social media helps companies and people curate their lives and edit out the mistakes or failures, posting only success stories and content that shows them in a positive light. Who wouldn’t look successful? Whatever you have to offer probably doesn’t look impressive when you think about it in comparison to everything else you see on social media. That doesn’t mean you don’t belong in the mix.
Recognize that you have a place and your achievements matter. Acknowledge that social media produces the appearance of success more often than actual success. Social media is a tool to help you get what you want for your business and to grow in the right direction. Use it as this, make content that adds value to your audience, and you’ll connect with your audience by being authentic.
Let Audience Value Be the Driver
Social media content shouldn’t be about what you’re going to get out of it. If you’re only focusing on the value you’ll get from content you post – for example only posting content when you’re raising money – it’s going to be hard to get good results. You must offer value to your audience above all else with the content itself. That said, even though providing value is the priority on each piece of content, it should all be educational and hyper focused on your own value proposition.
People won’t continue interacting with your social media accounts and consuming content if they aren’t getting something out of it – the WIIFM factor – What’s In It For Me?For long-term success, make sure you’re considering your audience first and making content that adds value to them.
Content makes or breaks your social media marketing efforts. Improve your chances at a successful social media presence by working to create relevant, valuable, consistent content that fits well into your investment strategy, unique positioning, and overall value proposition. Follow these guidelines and you’re likely to have more success attracting prospective investors, engaging them in a dialogue, and converting them when the time comes to raise capital for a deal.
Copyright 2019 - ADAM GOWER PH.D. - All Rights Reserved