When creating your marketing, do you take the time to make sure it is unique to you and your brand? Do you ensure you’re speaking to the audience you want to target and that your marketing resonates with them?

Marketing experts say if all you offer are generic market updates that don’t include your unique perspective, chances are your marketing is too vanilla and you need to change it up. Afterall, how memorable will you be if your marketing could come from any REALTOR®?

Three California REALTORS® shared their tips on keeping their marketing fresh and how they share their unique perspectives.

#MikeOpensDoors

According to recent data, Facebook Stories has over 500 million daily active users and is predicted to rise even more this year, making this feature a valuable marketing resource for your brand. That’s precisely why REALTOR® Mike Jeppson with HomeSmart Professionals in La Quinta has found success implementing Facebook Stories into his overall social media strategy.

“Specifically focusing on the Stories feature, I post consistently 4+ days per week, and demonstrate my unique perspectives by just showing my daily activities,” says Jeppson. “My go-to is posting photos of the front door of homes I am showing with the tag #mikeopensdoors.”

“My Story views have increased significantly over the past 12 months with the average post receiving roughly 350 viewers,” adds Jeppson.

Jeppson also says he’s seen great results. “I’ve had three closings and four referrals as a direct result of posting to my Stories regularly and using my personalized hashtag.”

Right People, Right Results

You can’t be everything to everyone, so finding your target audience and knowing the type of content they care about is key. For REALTORS® Taunee English and Janine Gershon, founders of LA- based By The N$mbers Lionesses, they found their audience by concentrating on life’s four D’s: Divorce, Death, Disasters, Disability and Downsizing.

Having this unique focus led English and Gershon to create a video series called “Women of Influence,” where they chat with female attorneys, accountants, financial advisors, corporate trustees and the like about the four D’s.

“We use the series as a way to schedule virtual appointments with other trusted real estate advisors such as attorneys, accountants, financial advisors, and the like,” says English. “We send them Starbucks gift cards and invite them to join us for coffee to talk about working together as a collective team. We focus on how we can collaborate to create and implement the right strategies to help maximize the values of our clients’ real estate assets.”

#1 Agent in the World (According to My Mother)

For many REALTORS® the idea of purchasing a billboard to declare their mother thinks they’re the best REALTOR® in the world would seem ludicrous. But for La Habra-based REALTOR® Ray Fernandez the idea was a stroke of genius.

“Most agents see a billboard and think they can’t do it because it’s going to cost too much money. But I saw the opportunity to lease a junior billboard – roughly 10’x16’ – in my local market area and was pleasantly surprised at the cost,” says Fernandez. “I agreed to lease it for one year and see how it went. Well, that was back in 2012 and I still have that billboard space, although I have changed the content of it several times.”

“It’s now been nearly 10 years and to this day people will run into me at the grocery store and say I need to put up my ‘Mom’ billboard again. So, it’s been very successful for me and my brand. Now, every time it comes up for renewal, I’m leasing it for two- and three-year periods to make sure I don’t lose it.”

Fernandez admits that it was risky but that it’s definitely been a valuable investment of his marketing dollars.