The “Ambassador” Strategy

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Hey – Nick here.

Today’s topic is likely one we’ll revisit many times. I’m passionate and opinionated when it comes to content.

As always, this is an actionable tip for busy real estate agents. Something you could take away and execute on this week.

Let’s dive in.

Estimated read time: 2m 54s

Actionable Tip: Make Better Social Media Content

If I have one more monthly stats post come across my Instagram that’s copy and pasted from the local real estate association, I’m going to barf.

I can almost guarantee the ROI on those posts are 0.

If you really want to stand out on social media, you need to show personality.

Here’s a strategy I’ve seen work with some successful agents in Canada and the States…

If I had to give it a name, I’d call this the “Ambassador Strategy.”

Become an Ambassador of Your City

As a real estate agent, you’re not just selling properties. You know this.

You’re selling something even more valuable to people.

You’re selling a lifestyle.

Whether it’s to people already living in your city, or outside of it.

By showcasing your intimate knowledge and genuine love for your city, you position yourself as a trusted and relatable source for new clients.

So here’s the kicker…

THE EASY PART: DO WHAT YOU LOVE

THE HARD PART: DOCUMENT IT

Example: I love hiking, biking, running, and just being outside. I also love going on dates with my wife.

An example of a type of post I could talk about might be: “what are the best trails are in my city?”, Or “which neighbourhoods have the best access?”.

And I could throw in data points in those videos too to cover important statistics.

Another type of post would be to talk about my favourite date spots in my city and showing some local love to our businesses here.

5 “Ambassador Strategy” Tips

1/ Highlight the Positives:

Share what makes your city special to you. Community events, beautiful parks, local businesses, cultural hotspots. Photos or videos, as long as they’re from you.

2/ Share Personal Experiences:

People connect with stories. Share your personal experiences and favourite spots around town. A go-to coffee shop, a favourite hiking trail, or a weekend market, let your audience see the city through your eyes.

3/ Address the Challenges Honestly:

This would be hard for some, but I think you’d get so much more respect. Authenticity builds trust. If there are challenges in your city, like a homelessness issue or traffic problems, don’t shy away from them. Discuss these topics with empathy and provide your perspective on how the community is addressing them.

4/ Engage with Local Events:

Attend and cover local events. From festivals to charity runs, showing up and documenting these events highlights your active involvement in the community.

5/ Interview Local Business Owners:

Feature interviews with local business owners and community leaders. This not only provides valuable content but also strengthens your network and supports local enterprises.

Honest-to-goodness, I believe this is the winning social strategy for real estate agents in 2024 and 2025.

It’s way more engaging and believable as genuine content.

If I were a betting man, I would put my money on this:

Far more people would rather spend their time watching someone doing something they love in a city they love than see another post about why they should care about interest rates.

But hey what do I know.

I hope this helps with your content.

Thanks for reading.

If you enjoyed this, please forward to a friend who you’d like to see win in real estate. It takes 10 seconds and makes a big difference. And if didn’t enjoy it, unsubscribe below.

See you next Sunday – Nick

P.S., if you need real-life examples of people using the “Ambassador Strategy” right now, go check out @the.real.brad.mccallum (Calgary), @johnryanwhistler (Whistler), and @kylehuckabee (Portland) on Instagram.

P.P.S., your goal for this week should be to document yourself just 1 time doing something you love in your city. Try it out.