The death of the influencer
And what it means for content creation moving forward
An update!
I am pausing paid subscription for this newsletter for the time being. Enjoy the free content that I am still aiming to get out once a week but it could be less than that.
Welcome to Exposed Brick DC Pulse, a weekly newsletter for real estate professionals in the DMV looking to build their brand on social media.
I have a confession.
I have been spending a lot of time on TikTok lately. There is something about it that feels so fresh compared to Instagram. There is an authenticity on TikTok that just doesn’t translate to Instagram. It feels like the most random content goes viral on TikTok and the same content flops on Instagram. This craving for authenticity has spurred a conversation around the relevance of influencers.
Most people are over influencers. Why? Because their content isn’t relatable. Between the pricey gift guides and overall unrealistic lifestyles, people aren’t enjoying following them. Instead, people want to consume content they can relate to.
I have found this shift especially challenging as a real estate content creator because frankly, nothing feels more unrealistic than real estate right now.
So if you work in a luxury space, what can you do to shift your content to make it more authentic and relatable?
Here are some ideas:
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Highs and lows: I was talking to a real estate professional who works in marketing. She was saying that they are still getting a lot of interest in properties at the top of the market and the bottom of the market. It’s the in between that has been the challenge. This makes complete sense because it goes back to the concept of relatability. Highlighting products or services at a low price point still feels accessible so people are interested. The most luxurious products, though not at all relatable, are still getting attention because, I think, people still enjoy browsing that type of product because there are no misconceptions about relatability. It is purely fun. Spend some time identifying content you can create at both ends of the spectrum.
What about the middle? The majority of products or offerings, probably fall in the middle. For example, how do you effectively market a condo for $750k? This middle space is tough because the property feels out of reach but probably also isn’t opulent enough to garner a ton of attention. Rather than your standard house tour, there needs to be another angle. Here are some ideas:
Use this opportunity to teach your audience something (i.e. how you could make the property more affordable by leveraging certain programs)
Use this opportunity to tell your audience something about yourself while walking though the space.
Use this opportunity to share something about the neighborhood (i.e. history or hot spots.)
Three Listings that Will Spark Engagement
2130 Cathedral Ave NW: A piece or art or an eyesore? I think most people will say piece of art. Between the architecture, the long history of being on and off the market, and the famed architect behind it all, there are endless things to discuss and share with your audience.
3323 Sherman Ave NW: I really need someone to talk about if this house is worth buying. It seems like a complete disaster. And for almost $600k, is there really an opportunity here?
222 33rd St NE: I have to admit that I don’t think I have ever been to the Lily Ponds neighborhood but it continues to pop up on my radar. It seems like this little water-adjacent neighborhood is brimming with opportunity.
Quick Shares
A few quick posts and thought starters to get you thinking and your audience engaging:
The 5 “D’s” of real estate.
How much you need to make to afford the average home.
White House designs by different architects.
DC neighborhood shade.
A home with color on Capitol Hill.
Video Trend to Try
The “My boyfriend has two girlfriends” trend can be applied to any niche. Simply show two extremes in your industry (i.e. old house vs new house, empty house vs staged house, cookie-cutter design vs a professional refresh). Reel link // audio link.
Tell me, what do you want to hear about next week? Email me at exposedbrickdc@gmail.com.