In this episode of The Million Dollar Playbook, Sharran dives headlong into the chaotic world of modern media to unveil how we can take advantage of turbulent news cycles and trending topics to improve our connection with clients, and our reputation as professionals. Listen to learn how Sharran has mastered the art of the Hook and Redirect to amplify his resonance amongst his clients and build a highly desirable brand that is rooted in both industry and cultural relevance.
3 Key Points
- Tap other professionals for advice to share with your clients—they’re return the favor in-kind and it will help you become a well-known “specialist”.
- If you can only take away ONE thing from this episode, take away #4—The Hook and Redirect.
- People LOVE curated, high-quality content that is relevant to them and their interests.
Show Notes
- 00:30 – How many people see something on the internet they “like” and then share it?
- 01:06 – The news cycle is stealing the press and the eyeballs
- 01:19 – Sharing news demonstrates that you’re switched-on and informed
- 01:40 – It’s a great branding strategy
- 02:15 – Don’t just share—do it by design with intention
- 03:15 — #1: The Personal Touch
- 03:29 – The real estate industry forces us to market
- 04:00 – The 1 to 1 mentality does not happen if we want to have personal touch
- 04:28 – Your personal touch should cater to the top 15 people in your customer index
- 05:08 – Clients like knowing that you’re informed and that you’re thinking of them
- 05:29 – If you want to facilitate a response, put the client in a soft response position
- 07:08 — #2: The Expert Opinion
- 07:20 – When the news cycle rolls on a particular topic, seek out one of your clients or confidants who is an advisor on said topic
- 07:53 – Ask them from content to “share with your clients”
- 08:20 – They’re pre-vetting the content and situation for you!
- 10:40 – People LOVE IT when you curate information for them
- 10:50 – Who is the expert that I already know, who I can tap for insights on the subject that I can share with my farm
- 12:10 – Publically recognize other professionals for their expertise and they’ll return the favor
- 12:36 — #3: Curated Content
- 13:20 – We have access to a TON of information, but NOT a ton of intelligence…that’s what makes the content curator so valuable
- 14:24 – Seek out long-form content
- 14:35 – The way to go DEEP in a client relationship is through curated, long-form content that is in their area of personal interest
- 18:17 — #4: The Hook and Redirect
- 18:41 – Draw out three columns—News, Hook, and Redirect
- 19:41 – The Redirect is everything you have access to
- 20:00 – Listings, Pendings, Sold, MLS Buyer Drip, Properties Coming Soon, Investor Deals, Open Houses, etc.
- 21:44 – News—Let’s put down any item that’s happening in the news, and see if there’s a way to take something that’s in the News and Hook It into the Redirect
- 22:23 – Sharran samples a News, Hook, and Redirect
- 26:10 – Recapping the 4 ways to use the News Cycle to your Advantage
- 27:35 – Call from Peter
- 27:51 – Create folders for Sharran’s articles, Tom Perry’s videos, etc.
- 28:50 – Two tools Sharran uses
- 29:03 – Pocket
- 29:09 – InstaPaper
- 07:20 – When the news cycle rolls on a particular topic, seek out one of your clients or confidants who is an advisor on said topic
- 01:19 – Sharing news demonstrates that you’re switched-on and informed
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Show Notes provided by Mallard Creatives