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Read time: ~10 minutes

Welcome back.

In this edition, you’ll learn how to break category patterns to stand out, our new favorite app for creating more engaging social video content, and the current and future state of buying leads from real estate portals.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

In this, and every, edition you can expect…

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and to get at least 1% better at generating more of the right type of leads.

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Stop Blending In: Here’s How to Break the Pattern and Start Getting More of the Clients You Want

Walk into a networking event, scroll through agent profiles online, or flip through local real estate mailers, and you might feel a sense of déjà vu. Professional headshots, descriptions touting "exceptional service" and "local expertise," and marketing materials that, while well-intentioned, often look remarkably similar.

In a crowded market where prospective buyers and sellers are bombarded with options, blending in is the fastest way to become invisible. Just like products on a grocery store shelf fighting for attention, real estate agents often struggle to stand out from the competition.

But what if the key to attracting more leads isn't just being "better," but being different?

This isn't about reinventing the wheel, but about a strategic approach to differentiation that can make your brand instantly recognizable and deeply appealing to the right clients. It's about studying the "wall of sameness" in real estate marketing and deliberately choosing to break the pattern. As marketing expert Marty Neumeier puts it in his book ZAG: The #1 Strategy of High-Performance Brands, "When everybody zigs, zag."

Let's explore why this counterintuitive strategy works and how you can apply it to your real estate business to generate more buyer and seller leads.

The Problem: A Sea of Sameness

Consider the typical real estate agent's online presence or marketing materials:

• Similar Headshots: Often a standard, professionally posed shot, sometimes indistinguishable from others in the same brokerage or market.

• Generic Messaging: Phrases like "dedicated to client success," "expert negotiator," "your dream home awaits" are ubiquitous but lack specific appeal.

• Standard Listing Presentations: While polished, many follow a very similar structure and visual style.

• Undifferentiated Target Audience: Many agents claim to serve "everyone" or "buyers and sellers" without focusing on a specific niche or client type.

• Predictable Marketing Channels: Relying solely on Zillow leads, standard social media posts, or traditional mailers without a unique twist.

When everything looks and sounds alike, clients default to comparing based on superficial factors like commission rates or simply choosing the agent they happened to meet first. Your unique value and personality get lost in the noise.

The Solution: Strategic Pattern-Breaking

The goal isn't to be weird for the sake of being weird. It's about identifying the prevailing patterns in how agents market themselves and choosing one or more significant areas to do something different, something that feels authentic to you and resonates with the clients you want to attract.

Think about successful brands that broke patterns in their industries:

• Graza Olive Oil: Instead of traditional glass bottles and rustic imagery, they used bright, functional squeeze bottles that felt modern and user-friendly.

• Liquid Death: Ignored the "pure and serene" water branding and opted for edgy, heavy-metal inspired aluminum cans.

These brands didn't just change their packaging; they fundamentally changed how they presented themselves and who they appealed to, resulting in massive growth.

How can this apply to your real estate business?

• Beyond the Headshot: Could your primary profile photo or branding imagery be less formal and more personality-driven? Could it incorporate an element tied to your niche (e.g., you specialize in equestrian properties, and your photo subtly reflects this)?

• Niche Specialization: Instead of being a generalist, could you deeply focus on a hyper-specific niche (e.g., relocating tech professionals in a specific neighborhood, first-time homebuyers who are teachers, sellers of historic craftsman homes)? This allows you to tailor your messaging and become the undeniable expert for that group.

• Unconventional Marketing: Could your listing videos be short, cinematic stories about living in the home/neighborhood, rather than just walk-throughs? Could you create hyper-local content for a platform your competitors aren't using (e.g., a niche podcast about local history, a TikTok series reviewing neighborhood coffee shops)?

• Distinct Client Experience: Could you offer a unique service guarantee, a proprietary technology for clients, or a strikingly different communication style (e.g., personalized video market updates, a unique welcome package)?

The key is to look at what clients expect from a real estate agent's brand and marketing, identify the common threads, and deliberately deviate in a way that highlights your authentic value and attracts your ideal client.

Your Real Estate Pattern-Breaking Action Plan

Ready to stop blending in and start standing out? Here’s a tactical framework:

1. Conduct Your Agent Audit: Spend time researching your local competitors. Look at their websites, social media profiles, online portal presence (Zillow, Realtor.com), recent mailers, and even attend a few open houses (as an observer!). Note the common elements: What do their headshots look like? What language do they use in their bios and marketing? What kind of properties do they feature? What marketing channels are they most active on? What's the overall feeling or aesthetic of their brand?

2. Identify the Prevailing Patterns: Based on your audit, list the 2-3 strongest "zigs" or common approaches in your market. Are most agents presenting a very corporate image? Are their listing descriptions dry and feature-focused? Do they all seem to target a broad, undifferentiated market? These are your opportunities for differentiation.

3. Design Your Authentic "Zag": Choose one or perhaps two key patterns to break initially. Brainstorm ways you can be genuinely different in that area.

   • If the pattern is formal branding: Maybe your branding embraces more color and playful illustrations.

   • If the pattern is generic messaging: Focus your website and social media copy on storytelling and highlighting the unique lifestyle properties offer in your target area.

   • If the pattern is broad targeting: Deeply define your ideal client niche and tailor all your messaging and marketing efforts specifically to them. Become the "go-to agent for [specific type of client] in [specific area]".

   • If the pattern is standard listing photos: Hire a photographer who specializes in a more artistic or lifestyle approach, or focus on capturing unique details or neighborhood vignettes alongside standard shots.

   Crucially, your "zag" must feel authentic to you and your business goals. It should highlight your unique strengths and personality.

4. Implement, Commit, and Communicate: Once you've chosen your "zag," implement it consistently across all your marketing touchpoints – your website, social media, email signature, listing presentations, open houses, even how you answer the phone. Don't just change your headshot; ensure your language, visuals, and overall approach reinforce your unique difference. Explain why you're different to potential clients – this isn't just style, it's part of the unique value and experience you offer.

Why Difference Drives Leads

Breaking the pattern works because it cuts through the noise. When a potential client encounters your brand, it feels fresh and memorable compared to the competition.

• Attracts Attention: Your difference makes you stand out in a crowded feed or mailbox.

• Increases Memorability: People remember what's different. This makes them more likely to recall your name when they need an agent or refer you to someone who does.

• Attracts Your Ideal Client: By being different, you naturally repel clients who aren't a good fit for your style or niche, while strongly attracting those who resonate with your unique approach. This leads to higher quality, more motivated leads.

• Generates Buzz: Authentic difference gets noticed, potentially leading to organic social sharing, word-of-mouth referrals, and even local media attention – amplifying your reach without additional ad spend.

In a market where seeming "better" is subjective and often hard to prove upfront, being different is a clear, visible advantage. It positions you not just as another option, but as a unique solution for a specific client or type of property.

The Bottom Line

You don't need to mimic the most successful agent in your market. You need to identify what makes everyone look the same and find your authentic way to be different. This strategic "zag" can transform your visibility, attract your ideal clients, and significantly boost your buyer and seller lead generation in a competitive landscape.

What pattern could you break in your real estate business starting today?

Benefits for Real Estate Agents

Edits offers a range of advantages tailored to the needs of real estate agents and brokers:​

✔️ Property Showcases: Create virtual tours and highlight reels of listings, providing potential buyers with immersive viewing experiences.

✔️ Market Updates: Share timely market insights and neighborhood overviews to establish authority and keep your audience informed.

✔️ Client Testimonials: Produce compelling testimonial videos that build trust and credibility with prospective clients.

✔️ Social Media Content: Generate engaging content for platforms like Instagram and Facebook, enhancing your online presence and reach.

How to Get Started with Edits

1. Download the App: Install Edits from the App Store or Google Play Store.

2. Sign In: Log in using your Instagram account to access all features.

3. Create a Project: Start a new video project by capturing footage directly within the app or importing existing clips.

4. Edit Your Video: Utilize the editing tools to trim clips, add effects, insert captions, and optimize audio.

5. Export and Share: Export your finished video in high quality without watermarks and share it directly to Instagram, Facebook, or other platforms.

Why Edits is a Game-Changer for Real Estate Marketing

By consolidating powerful editing tools into a single, user-friendly app, Edits simplifies the video creation process for real estate professionals. Its integration with Instagram and Facebook ensures that your content reaches your audience effectively, while features like AI enhancements and performance analytics help you produce high-quality, engaging videos that drive results.​

Ready to enhance your real estate marketing with professional-grade videos?

Download Edits today and start creating content that captivates and converts.

The Current Sentiment and Future Outlook of Purchasing Real Estate Portal Leads

A recent Inman Intel survey reveals that nearly 70% of agents who previously purchased leads from real estate portals like Zillow, Realtor.com, and Homes.com are no longer doing so. The primary reasons cited are the "time and money" required to achieve maximum return on investment.

The article highlights that while a significant portion of consumers begin their home search online, leading to high visitor numbers on these portals, many agents feel this doesn't translate to a consistent flow of high-intent buyers. Some agents have even filed lawsuits questioning the quality of leads provided.

Impact on Realtors and Lead Generation

This trend directly impacts Realtors' lead generation strategies by signaling a potential shift away from relying heavily on purchased portal leads. Agents who have built their business around this method may need to re-evaluate their approach. While some successful agents still utilize portal leads effectively as a volume game requiring significant investment and robust follow-up systems, the survey suggests a growing number of agents are finding the cost and effort outweigh the benefits. This necessitates exploring and strengthening alternative lead generation channels.

Actionable Strategies for Realtors

Given the waning perceived value in purchasing portal leads, Realtors can implement the following strategies:

1. Diversify Lead Generation Sources: Instead of solely relying on purchased leads, focus on a mix of strategies including organic search engine optimization (SEO), social media marketing, content creation (blogging, videos), networking, and cultivating your Sphere of Influence (SOI).

2. Enhance Lead Nurturing Systems: For any leads generated, whether paid or organic, implement a robust and timely follow-up system. Focus on building relationships and providing value over time, as not all leads are ready to act immediately.

3. Focus on Hyper-Local Expertise and Community Building: Position yourself as the go-to expert in a specific neighborhood or niche. Engage in local community events, understand market trends at a micro-level, and provide valuable insights that attract clients looking for specialized knowledge, rather than just relying on broad portal searches.

By adapting their strategies to reduce dependence on potentially low-ROI portal leads and investing in diversified, relationship-based lead generation, Realtors can build a more sustainable and predictable business.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA