Knowing Your Audience with Josh Culler

December 29, 2021 melissa Real Estate Comments Off on Knowing Your Audience with Josh Culler

Knowing Your Audience with Josh Culler

How do you exactly present your content online? Do you need fancy equipment and lighting gear? Are editors and a whole marketing team required? Not necessarily! Josh Culler, president of Culler Media and marketing extraordinaire, lets us know that we don’t have anything to be afraid of! It’s all about providing what your audience wants and HOW they might want to see it.

The points below are from the nineteenth episode of the Real Estate JAM, where Josh talks about how he got into marketing, what content marketing is all about, how to get started, and building a brand. If you want the full experience, tune in to the full episode on YouTube, Spotify, or Apple Podcasts!


 

Who’s Your Audience?

When making content, it’s always supposed to cater to the people you serve. They’re the ones looking at the things you put out, so it’ll be great to show them what they want.

It’s easy to say that, but what does “what they want” mean?

Take this example from Josh. If you’re shooting a video about what to do with a pre-foreclosure, go to a house that looks like it’s from the ’60s. (Preferably with brick walls.) Film the video in front of that house (with permission, of course). Why go through all that hassle? The thought process behind that is establishing familiarity with your audience. The people who’d likely want to know about how to do a pre-foreclosure are familiar with houses from the ’60s! If you shoot a video with a regular background (your home office, maybe), it’ll be a bit neutral compared to how Josh suggested.

Here’s another example. Postcards – do you love or hate them? Investors do send them out to prospects in hopes of creating a relationship with them. If someone makes them Apple-esque – clean looking, elegant, and stylish, then send it to people, it wouldn’t have that much of an effect on the type of people that would receive them. It’s older people who’d be happy to get a postcard! For young people, they would likely throw postcards away as soon as they see them. So, what would they want? Josh says that a “mom and pop” look would be better-suited for postcards. They’d feel right at home with a dated look. It sounds bad, but don’t we feel safe with mom’s cooking, even if they’re not a professional chef?

In the same way, real estate investors targeting this older demographic might want to put their ads on the radio instead of Spotify. If you don’t know what Spotify is, then that just proves that you should put the ad on the radio!

 

The Fancy Stuff

You don’t need the fancy stuff unless you’re serving “fancy” people. Josh says that he shot videos for an investor who gets over 600 deals a month. You would think that they’ve got the dough for all this expensive equipment, right? Well, yes, but Josh only used a DSLR camera and a $30 Amazon microphone to film those videos! In your case, you might not even need the DSLR. Josh just had it by happenstance! Your phone should be enough.

 

How Often Should You Put Things Out?

You will never put out enough content. Period. To help you understand, we’ll explain how algorithms work on social media platforms.

If someone gets value out of your content, they’re going to engage with it. They’ll probably like it and even follow you. For example, if they’re educated on what they’re supposed to do regarding their pre-foreclosure or how they can get out of being an accidental landlord, the platform would keep showing them your content because that’s what it thinks they like!

Let’s try to work it out the other way around. If someone ignores your content, they’re not going to like it. They’re not going to follow you. They’re not going to engage. The platform then won’t push your stuff to them because it thinks there’s no value in it for them! They’re not going to stay longer on their phones if they keep forcing uninteresting stuff on them.

So how does this circle back to how often you should put content out? The more you put them out, the more your audience (who like seeing your stuff online) clicks and enjoys your content. The stronger your audience engagement is, the stronger your brand is going to be. And with that comes more people wanting to do business with you!

 

Want to learn more? You can listen to the full episode on YouTube, Spotify, or Apple Podcasts!

 

Outline of the Episode:

  • [01:34] Being exposed to the real estate industry at a young age. He was there at the dawn of wholesaling! How did his marketing background come along?
  • [05:04] Staring to work with the big names in the industry. It’s all in getting out of your zone and taking care of your network!
  • [07:06] Delivering the expectations of your clients. Did you know Josh doesn’t do contracts?
  • [08:02] What does it take to produce 1000 pieces of content per week?
  • [09:31] How do you know if you’re at the point to start paying for mentorship? For Josh, it’s all a matter of accountability.
  • [13:37] Getting involved with Inner Circle.
  • [16:43] How do you get started with content marketing? What is content marketing in the first place?
  • [23:18] Building a brand. Know your target demographic! How often should you be posting stuff on social media?

 

Resources:

 

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