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What’s one of the greatest misconceptions about marketing? It’s the idea that the louder you shout, the better. But in today’s world, effective marketing is about help, not hype. While spreading your message to customers is important, the real key to success is the type of content that you’re creating, sharing, etc.?

Jay Baer, one of the nation’s leading social media experts and author of Youtility: Why Smart Marketing is About Help Not Hype, visited Dominion’s parent company, to share his content marketing expertise and tips on how to build a stronger social media following.

Youtility is the concept of creating marketing that’s so useful, people would pay for it. While this concept can be applied to any industry, it can be especially useful to real estate professionals for creating and implementing a strong marketing strategy. Baer highlighted three aspects of  the Youtility concept during his exciting presentation: Self-Serve Information, Radical Transparency and Real-Time Relevancy.  We have broken topics into a three part blog series, in this edition we will be discussing how to incorporate Self-Serve Information into your marketing strategy.

According to Baer, the concept of instant access to information has skyrocketed in recent years, and this trend of self-serve information is quickly becoming the “status quo” for the real estate industry. Baer states in his book,“We’ve always tried to build loyalty with people, and we can no longer rely on that technique. Now, we must build loyalty with information.”Consumers don’t just want access to quick information, they crave it. And continuous innovations in mobile technology are only fueling this fire. Consumers are doing their homework before choosing a real estate professional, which is why having your information readily available has never been so important. Here’s how you can make it happen:

The first and perhaps most important thing to remember is that all of your websites should be mobile friendly. Sixty-seven percent of consumers are more likely to purchase a product or service from a mobile-friendly site (hubspot), so be sure to use a responsive design website platform to provide the optimum user experience.

Once you’ve created a mobile-friendly website, start building trust with consumers by creating and sharing valuable contentBlog posts, videos and other types of content are great for building trust, something that Baer believes is far more important. Create a blog and write a few articles that provide answers to the most commonly asked questions about the home buying process, even if it doesn’t always promote your company. Put yourself in their shoes and think about what kind of content you would like to find if you had the same problem. If you are always honest and continue to provide information that is truly valuable to consumers, they will keep coming back for more.

Just about any licensed agent can sell a home; however Baer stresses worrying less about selling and more about teaching. You’re more likely to build strong, long-term rapport with clients by positioning yourself as a resource, rather than simply getting their home off the market or helping them into their next one.

After establishing yourself as a viable source for information over and over again, why wouldn’t they come to you once they’re ready to buy or sell a home? Once you’ve provided a few incredibly helpful information snacks, now you’ll be able to sell your services as a full-course meal. To help real

Has this left you wanting the full scoop on Jay BaerYouTility and responsive design? For your chance to win a free copy of Youtility, share your most creative content marketing strategies with us on Facebook and Twitter or comment on this blog below. Are you using responsive design to format your website? If not, then you could be missing out on valuable business opportunities. Read more about Fusion,’s most recent addition to the  Homes Connect Marketing Platform, as it allows visitors to seamlessly view content across all devices.