Consistency Vs. Personality in Real Estate Crowdfunding
By Adam Gower Ph.D.
Some marketers will swear that you need personality and relatable personal content to do well on social media. Others will say it’s better to stick with a highly polished, consistent corporate image. Who’s right, especially in the context of real estate investment?
The Connection of Personality
A major argument for posting with a personality as the core theme of your marketing for example the company CEO or found, is that you’re putting up content that connects directly with people. When people feel connected to a company or a brand because they relate to the personality of a figurehead, it can be easier for them to transition into investors instead of remaining passive prospects.
There is some weight to this argument. It’s an effective strategy that many brands have been successfully putting into practice. However, it’s not always prudent and doesn’t fit every brand voice well. In fields like real estate investment where a high level of trust is needed before any money changes hands, is relatable social media content based on the personality of one person necessarily the best use of your time and effort?
Building Trust through Consistency
On the opposite end of the spectrum, some companies are going for a more traditional approach and skipping the personalized, relatable posts. By opting for a most composed, corporate image, the idea is to instill a sense of confidence with your target audience and a feeling of brand consistency. If your social media is full of personality, but your website and guest post content have a corporate voice, you’re spreading an inconsistent image.
When trust is necessary for your business model to work, consistency always works in your favor. You can benefit from a consistent brand voice across the board. It will add to your professionalism and create a sense of trustworthiness and genuine. Even if you have a lot of different teams and many customer-facing sides online, you need to all be moving in the same direction and using the same voice throughout your communications.
A more polished image makes sense for this goal, as it’s easier to keep that up through varied content types and across different teams. You can still present yourself in a unique way to differentiate from other brands, but with an overall corporate image.
Emphasize Your Core Message
Trust is a long game. It’s a big deal in our industry to build trust before you approach investors with any kind of proposal. Your content needs to be seen by people 10+ times before they’re even likely to remember your brand. What happens if every time they interact with your content, your message and brand voice feel different than the last time? You won’t be as memorable.
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Everything you put out into the web should be telling the same story. Your core message should never change across platforms. The exact words don’t need to be the same, as long as they’re all speaking to the same overall message. Sending mixed messages confuses people. It’s easier to get people on board faster if you can present the image of being fully aware of who you are, what you do, and why you have investment options that are worth considering
Make sure that there’s no complexity in your core message. Keep it simple, and easy to understand by everyone – both inside your company and out. You can only present a united, consistent front if everyone involved is on the same page.
Consistency is hard to achieve. The results are often fantastic, but it can be immensely difficult to get all your employees on the same page and keep them there. Remember that at the end of the day, investors aren’t paying attention to how much effort you’re putting in, they’re only seeing what you’re putting out into the world. If you’re presenting yourself inconsistently, that shows.
Every investor is a different person with their own preferences. The biggest takeaway for your own company is to prioritize building trust. How you build trust will vary based on your target audience, your core message, and your brand voice.
You can make a consistent corporate voice work, or you can focus on keeping things personal. Make a mix of both if you prefer, as long as it’s all working together to build a positive, trustworthy image that investors appreciate.
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