Big Mistake When Making Content

10 Apr 2023

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Short advice to agents and lenders on content strategy: avoid making jokes at clients' expense and prioritize 'infotainment' — useful, engaging information — to build trust and increase reach. Teaching valuable information consistently outperforms attempts to go viral with humor that may alienate buyers and sellers.

You have to kind of pick between jokes and going viral or infotainment. A lot of agents and lenders will make jokes about the industry or make jokes at a client's expense. I would urge you to stop doing that because it's a turn off to the clientele. A joke that maybe all of us would get here, maybe the consumer thinks is a turn off, you know. So the thing that always works is infotainment information and think about the information that how you want to be perceived by buyers and sellers. The main thing that you can do to get more reach is to teach something good. Information wins all the time.