Listen to this episode to learn how Herman has become a master of getting into the media to promote his personal brand. If you have interest in getting multi-media promotion, check out this episode to see how he does it.
Agent: Herman Chan
Market: San Franciso Bay area
Steal His Ideas:
- Get in the media to get exposure
- Show your expertise with video
- Utilize your personality so people see and connect with the “real” you
- Use humor to help reduce the stress of the home buying/selling process
- Have a “voice.” Share your own personal point of view and don’t worry about saying “the wrong thing”
“Give people what they can’t Google.”
Herman is a master of using video, PR, social media, and other tools to showcase his expertise and “voice” of real estate. He feels that giving his personal opinion through these channels gives him an edge of your traditional sites like Zillow and Trulia. He doesn’t compete with them on giving home stats. He competes by beating them with something they can never have: his vision, personality, and expertise. These are things that potential clients can’t just Google and find elsewhere.
People are overwhelmed with data. So, he edits things down for people to easily comprehend and utilize. He transforms typical “home stats” into something interesting, educational, and short and simple.
He says it’s important to downplay your weaknesses and highlight your strengths. This helps you stand out. For him, he utilizes his strengths of personality, skill, and tech ability to be as many places online as possible.
By being online, potential prospects have a much easier time to vet you out. The typical prospect wants to know that they’re in good hands with you before they commit to working with you and these media outlets help Herman’s buyers and sellers get to know him before they even meet him.
Aside from being online, Herman has scored multiple television appearances on local news, on HGTV, and other major networks. Simply by starting small with his own local videos, he was found by producers and was invited to be on these other programs. And, when you do land these gigs, make sure your clients and prospects know about it!
What’s the worst marketing you’ve done that others should avoid: Don’t be someone you’re not. Let your personality shine. This is what attracts clients to you and it will be what sets you apart and gives people confidence that you’re a “real” person and can be trusted.
What keeps you motivated: Talking to people and the interaction with clients.
You’ve got 30 days and $1000, what do you do: Focus online; start a website, get social media going, and start broadcasting your opinion and expertise. Social media is pretty much free so you don’t even have to spend much money.
How You Can Do What He’s Done
You can start with a simple 30-second video you do right on your phone. Send it to Youtube and any other social media you do as well as your website. Talk about staging or your opinion on what’s going on in the market. Beyond that, think about the questions that people ask you and answer them on individual videos.
“Everyone has 5 minutes a day that they can shoot something.” Herman feels that everyone has easy access to do this type of video marketing.
Even if you’re not going to do a ton of videos, at least do one video that gives people an idea of who you are. Put it on your website on the homepage so people can easily see it.
Herman’s “opinion” site: Habitat For Hermanity
Herman’s “real estate” site: Luxe Tech Home