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— by Pat Hiban

3 Tips for Mastering the Marketing Hustle

Have you heard of John Henry?

This guy’s entrepreneurial journey is truly inspiring. Considering the fact that he’s only 26 years old, he’s accomplished a heck of a lot.

Currently, he owns two multifamily properties and a private equity fund worth $25 million. On top of that, he’s starring in Viceland’s new docu-series, Hustle. Like NBC’s Shark Tank, it gives struggling small-business owners the chance to get some awesome advice in addition to HUGE opportunities for growth.

I just released my podcast interview with John, and let me say this: he drops some value bombs that have the potential to blow your real estate business up!

For a quick overview of John’s tips for real estate professionals, read on. For more details and additional advice on entrepreneurship, listen to episode 758 of the Real Estate Rockstars podcast with John Henry.


1. Produce More Content

99 percent of agents aren’t producing enough content to capture the interest of today’s digitally driven consumers. Putting more content out there is the key to getting more eyes on your business.

How much content should the average agent produce in order to ensure that their brand gets the attention it needs to bring in a massive amount of new business?

Well, according to John, agents should be pushing out three-to-four pieces of content per day.

But this doesn’t mean that you have to spend endless hours producing content.

Scheduling a healthy spread of posts to platforms like Facebook and Instagram to supplement time-intensive pieces like videos and blogs can be an effective strategy, and it’s not one that will leave you feeling burned out.

As your business and its marketing budget grows, it’s perfectly fine to hire others to handle the bulk of your content creation tasks.

2. Go Super Specific

John’s a big believer in the saying “there are riches in niches.” Trying to check all of the boxes with generalized marketing materials isn’t a sustainable strategy, and it’s not effective.

Hone in on what you’re passionate about in this industry. Let that passion fuel your content creation and marketing efforts. Potential clients will sense your authenticity and will want to work with you.

Instead of building your brand around something generic, like the idea that you know homes, become an expert in a specific market segment.

For example, if you really love working with first-time home buyers, why not try focusing your marketing efforts on them specifically?

Not only will your target audience be more likely to engage with a message that speaks directly to them, but you’ll also generate more business from clients who you truly love working with.

3. Leverage LinkedIn

LinkedIn has grown massively as a platform for professionals, and it’s absolutely one of the best places to expand your influence as a real estate expert.

The more top-of-funnel content you post on LinkedIn, the more brand awareness you’ll build. Not only will this boost your professional image, it’ll generate more leads and more opportunities for business growth.

In addition to sharing the content you create on LinkedIn, it’s a good idea to audit your profile every now and then to fix mistakes and make improvements. Here are a few of the most common LinkedIn mistakes along with easy fixes for each:

 

  • Not Including a Summary – Your LinkedIn profile summary should sell visitors on you and your services. Be sure to include one on your profile with information on the services you offer, what makes you unique, and why you’re worth hiring.
  • Not Optimizing Your Profile – Unless you make an active effort to optimize with industry- and location-specific keywords, you’ll have a hard time getting the right eyes on your LinkedIn profile. Work keywords into your profile so that it’s more likely to pop up when people search for real estate services in your market.
  • Omitting Contact Details – Too many people leave too few contact details on their LinkedIn profile. Leave potential clients multiple ways to reach you, ideally by both phone and email. Also, if you haven’t looked at your LinkedIn contact details in some time, it’s a good idea to check them for accuracy.

Bonus: John’s Thesis on Real Estate Investing

As a real estate agent, why wouldn’t you leverage your expertise to make a few well-placed property investments of your own?

If you aren’t actively investing in property already, or if you’re keen on experimenting with a new strategy, you might be interested to learn how John decided on the site of his first major real estate investment: Allentown, Pennsylvania.

Why, when living and working in New York City, wouldn’t John invest in something a little closer to home?

For starters, Allentown is the fastest-growing city in Pennsylvania and already has the infrastructure needed to support additional growth.

Plus, it’s in line with John’s thesis on real estate investing, which is this:

Most major cities in the United States are too costly for the average American to live in, and properties are too expensive for the average investor to turn a reasonable, timely profit or to generate positive cash flow.

So, instead of buying investment properties in cities like San Francisco or Los Angeles, buy in neighboring cities that are still affordable and predicted to grow.

With Allentown less than two hours away from New York City, it was the perfect place for John to buy. For $675,000, less than the average apartment costs in New York City, John was able to buy a total of 10 units.

Have Questions for John?

Do you have questions for John Henry on real estate, investing, or entrepreneurship?

You’ll find links to his social-media profiles in the podcast show notes. John makes an active effort to respond to all messages personally, so don’t hesitate to reach out!

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