Selfish vs. Service Marketing: A Game Changer for Real Estate Prospecting

As you learn more in our ongoing Passive Prospecting series, you'll soon start to notice that we hit a single nail on the head over and over: it's not about YOU.

In any industry - especially the real estate industry - capturing quality leads that turn into conversions is all about serving your prospects. The idea of service marketing may seem counterintuitive at first, as it sounds like you’ll be doing the opposite of what you want to do - market yourself and your services.

But here’s the thing: when it comes to marketing, if you make a selfish pitch, that’s all it will ever be - selfish. On the contrary, when you focus on providing value and genuine services to prospects, that’s what will bring them back for more.

Service marketing isn't only about introducing potential customers to a product or service; it's about connecting with those prospects so they become consistent clients. It's creating long-term relationships with your most valuable leads and staying connected with them.

So how can you make service marketing a competitive advantage in your real estate prospecting? Start by thinking of yourself as a partner, not just a salesperson. Let's talk about how.

The "Me" vs. "You" Approach in Marketing

Selfish Marketing: What's in it for Me?

Imagine you're scrolling through social media or browsing the web, and all you see are real estate ads screaming for attention:

• “Choose Me! I’m the MOST experienced agent in Texas!”
• "I have tons of experience—you won't find better!"
• "Check out my latest listings!"

These ads mainly focus on what the agent can gain—new clients and exposure. While this approach may work here and there, it's outdated and leaves potential clients feeling disinterested. Why? Because it's all about the agent, not the customer.

You get this because you are also a customer. You've seen hundreds, if not thousands, of ads like this. You know it's just a pitch, and you don't want to feel like you're being pitched at every turn. This is an example of selfish marketing—the focus is on the seller rather than the customer.

And while there may be a desperate customer who stumbles upon your ad and takes the bait, chances are this isn't a sustainable or profitable approach. At best, you'll gain one-time clients who didn't really want to work with you in the first place.

Service Marketing:  Solving Problems As A Partner

Put yourself in the shoes of most homebuyers, and you'll quickly see why service marketing is the way to go.

Service marketing puts the customer first and solves their problems. It focuses on providing value, knowledge, and support before expecting anything in return.

Think of yourself as a partner instead of just a salesperson and you’re already well on your way to success. Share helpful resources that provide value to your prospects and give them the impression that you’re on their side, not just trying to have them sign a contract.

At Living in Dallas, we offer tons of YouTube content that helps people get an idea of what life is like in the DFW area. We focus on showcasing different communities and neighborhoods from a local perspective, so people can make an informed decision when it comes to their next move.

Here's just a sampling of our content:

• Pros and Cons of Living in Dallas Texas - Moving to Dallas Texas
• The BEST Forney Texas Pros and Cons 2023 | Living in Forney Texas | Dallas Texas Real Estate
• 😬DON'T BUY NEW CONSTRUCTION ➡️(Without Doing This)⬅️| New Construction Homes in Dallas Texas

We offer real estate advice and answers to common questions, just like if a friend was giving you advice. Walking through homes, showcasing the local eats, interviewing locals—we're not just showing off our listings. We're providing helpful information to people who are interested in moving to the area.

And, of course, at the end of each video, we include a call-to-action, but it is when we've provided something useful first.

This is service marketing done right. We're connecting with our prospects and offering valuable information so they can make an informed decision. And this is just the start of what you can do to use service marketing as a competitive advantage in your real estate prospecting efforts.

Prospecting Success Through Service-Based Marketing on YouTube

One of the best platforms to leverage service marketing is YouTube, specifically by creating videos that focus on popular questions searched by dedicated users.

Creating valuable content on YouTube can help you showcase your expertise, personality, and trustworthiness to your target customers. Posting regularly keeps you engaged with your audience, generating leads while staying on top of customer needs and concerns.

Leveraging keywords in video titles and descriptions helps potential clients easily find your content and get their questions answered.

Best of all, it's FREE to upload videos to YouTube, making it an extremely cost-effective strategy. Your videos work for you around the clock, and you'll soon start to see the results of your hard work in the form of leads and conversions.

Tips for Creating Service-First Marketing Content for YouTube

If you are ready to make the shift from selfish to service, here are a few tips to get the most out of your efforts:

• • Focus on creating content that answers customers’ questions.
• • Showcase your unique value proposition—what differentiates you from other real estate agents?
• • Utilize keywords in titles and descriptions to increase visibility.
• • Leverage video recording and editing tools to increase production value.
• • Turn your long-form videos into short-form snippets and repurpose them on other social media channels.
• • Leverage call-to-action at the end of each video to drive leads.
• • Respond to comments and feedback from viewers.

At the end of the day, service-based marketing can help you stand out in a crowded market while building relationships with your prospects. Trying to make a sale without providing value is a fool’s errand, but when you shift your mindset to service-first marketing, the rewards are endless.

It's Time to Transform Your Real Estate Prospecting

Making the shift from selfish to service marketing is a powerful way to improve your real estate prospecting abilities. Become a go-to expert by offering helpful content through YouTube videos that answer your target customers' main questions and needs.

At Passive Prospecting, we know that you can turn your real estate business around with service-first marketing. If you can start creating authentic, helpful content, you'll be able to increase your lead conversions and generate more sales. And with a bit of creativity and hard work, you can easily stand out in the market and become a go-to real estate expert.

Want to learn more about the Passive Prospecting philosophy and how to apply it to your real estate business? Contact us today and start implementing these powerful strategies into your business.