Chapter 4: Positioning Yourself as an Expired Expert Expireds want to know that the real estate agent they choose the SECOND time (ahem) is a true expert in the niche of working with expireds. You’ve already taken the first step by reading this guide. What else can you do to prove to your community and the expired leads you are targeting that you are the best person for the delicate job of selling their home? When it comes to expireds, it’s critical that we speak their language and cater to them versus just telling them what they need. Create content that shows your expertise. In today’s environment, where “content is king,” you’ll need to create content that proves you know what you’re talking about. ❏ Make videos and post them. Want more views on social media, including Twitter, Facebook and Instagram? Create a video. Videos earn views even if they aren’t done professionally — an entertaining and candid video can still attract social attention! YouTube has really changed the landscape for search engine optimization, as well as how people find you online. That said, when you have videos, you’re sometimes able to rank even above paid ads. Furthermore, a video creates rapport because it shows your face and your personality. Videos don’t have to be long, either; three to five minutes is plenty. Keep them simple, keep them to the point, keep them intriguing, and they will be watched by many people. ❏ Guest post on other blogs and websites. Find out who needs content (and that’s everyone) and provide quality content for other websites and blogs. This is a great way to expand your views from beyond your own blog, website and social media accounts. Don’t forget to share, by the way, on your own platforms whenever you’re a guest blogger. ❏ Keep up with your own blog. Yes, it’s fun to post in new and exciting places, but if you neglect your own blog, you won’t earn any credibility. Interested leads are definitely going to trail back to your own website. Don’t let it be barren when they do.
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