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Speaking at the REB Innovation Summit, Robbo Roper shared how using a mixture of content types, as well as four simple tools, has helped him to grow his personal brand and build his business.
Roper, who began his foray into social media four years ago by posting just one video a day, has since grown his online persona of “Robbo the Aussie mortgage guy” to over 1.6 million followers across Facebook, Instagram, TikTok, and Snapchat.
Within six months, Roper had established an online personal brand with over 10,000 followers across all platforms and was generating about 30 leads per week through his social media presence.
With just four simple tools, Roper said that agents have everything they need to begin building a significant online brand, without the need for investment in expensive equipment.
Roper said there are four main tools agents can use to “supercharge” their content marketing: a phone, camera app, an editing tool, and a scheduling software.
He said that some of his most successful pieces of content were created using nothing other than his phone.
Roper said that agents who are agonizing over not having specialised equipment like microphones or high-end cameras are “just making excuses”.
“As archaic as it sounds, your phone has everything you need to create content,” Roper said.
Additionally, Roper said that agents should build up a “bank” of videos in their camera app, not strictly relevant to the video, that could then be used as a backdrop to create content.
“If you want to make it a little bit more personal, you can use a video of a landscape or a holiday you have been on,” Roper said.
“The trick is how you provide value using text to your ideal customer.”
One example of this type of content that Roper has created has gone on to receive 7 million views across all platforms.
Roper said that he now has “endless” 30 second videos sitting in his camera roll waiting to be repurposed for this type of content.
A tip Roper has is to edit the video to be shorter than it takes to read the content, as the video will then loop, increasing the watch rate and generating more views as algorithms push it to a wider audience.
“This will maximise your content engagement,” Roper said.
Roper said that agents can use editing software to create entertaining “meme” content that showcases a sense of humour within a real estate context.
According to Roper, this kind of content can be turned around in a matter of minutes and can generate a large number of views if it reaches the right audience.
Additionally, while not needed when starting out, Roper said that a scheduling system can help to ensure a consistent flow of content is being published once agents become more comfortable producing and releasing videos.
Evergreen content
According to Roper, one of the easiest forms of content to create to generate engagement with an audience is evergreen content.
“Evergreen content is going to be a lifesaver when you literally have no time at all to create content.”
Roper said the key to creating evergreen content is to keep the tips vague and avoid introducing an element of time.
“A piece of content is evergreen if you can post it at different times and it is still going to be relevant.
“Give as much value as possible, but give it in a really general way.”
He said that using screenshots of positive customer testimonials and posting them to trending sounds is a great way for agents to push engagement while also building trust through their online brand.
Additionally, Roper said that evergreen content should be aimed towards the demographic of your customers.
“It’s important to understand that how you educate your clients will determine the type of leads that you generate.
“If you are only educating in a particular way, those are the only types of leads you’re ever going to get.”
Roper said that while evergreen content would always be valuable to have, it is important to also produce content that is timely and relevant right now.
“It’s great to still have content that’s focused in the moment.”
Additionally, Roper said that agents need to provide value 10 times more than they ask for business, but when they do, do so explicitly.
“Tell your viewer exactly what they need to do to get in contact with you,” Roper concluded.
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