If you are going to proclaim yourself as an expert in a particular niche of your marketplace, make sure that you have your bona fides.  Bona fides means you have a strong track record of listing or selling properties in that community.  A mere market report is not a demonstration of expertise.  Just parroting statistics is like singing karaoke.  It is imitation.

Prior to opening our own commercial real estate firm, our then broker put up billboards, with this quote: “We know every square foot on the Westside! (Los Angeles).  It was true; every agent in that office that specialized in office leasing stayed up to date with that inventory. 

We know several realtors in Santa Barbara who know the history of every home in their chosen niche.  When these experts write a market report, it is with authority based on firsthand experience.  They have either sold the homes themselves or they have shown the properties to prospective clients.   It is anything but Karaoke!  Their content and commentary is original, because of their interpretation of the facts.

With an avalanche of content marketers claiming to be experts on any given subject, it is hard for consumers to distinguish the real experts from the karaoke reporters. If you are going to publish a marketing report as a content marketing strategy, be sure your material reflects your unique point of view.

Is your content marketing original or karaoke?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace. 


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