Ralph DiBugnara
Ralph DiBugnara is President of Home Qualified, a digital resource for the buyers, sellers and realtors driving today’s millennial market.

What we have learned from past major disruptions in the market is that where there is recession, there is opportunity. But we have never been through a market downturn with the social media options we have today. Just as we would invest in the markets, how we advance our own personal businesses and brands once this is over will depend on the quality of what we invest in it with our message. These are three strategies I believe real estate professionals should focus on to help us advance our future business.

1. Have a unique value proposition that encourages and does not scare others. 

What are your personal strengths? For instance, have you lived, owned property or worked through a recession already, like 2008, and what were the positives of your experience? Brand yourself by sharing that and how your recovery created income or growth in certain ways. This doesn’t have to be personal experience; it can be based on family, your company or what you witnessed in the area you are known for currently.

Do your research, and tell the stories of success and growth. By spreading information of negativity, you will turn off an already panicked network and audience of people who are seeing your content. Once this crisis is over, that will be the message you are remembered for, rather than the merit of your work. It is OK to report factual data, but theories will only leave your message open to great interpretation.

2. Be consistent and effective in what you are posting.

More people are watching than ever before because almost everyone is home with less to do. How can you educate during this time of a still market? You should still be posting consistently, so have a strategy. If you are a good source of ever-changing trends right now, your audience will look to you when the narrative starts to change. Read, read and read more. Set up your news apps to feed you information about what is happening in the market, and then report that back in your own words. Do not cause panic, but focus on the positive possibilities you are seeing or investment or growth opportunities that are coming.

3. Research, recreate and freshen up your pages.

“I want to post more, but who has the time?” This is what most people often say is their biggest issue. Identify what your best platform is as far as where your audience engages most. Whether it is Instagram, Facebook, LinkedIn or Twitter, something you are using is a better platform than the others for you. Once you identify that one, your other platforms should all match — same profile picture, same message. If you have a message that is working, then use it. Don’t confuse people. When they see you, they should always see the same message so it becomes consistent in their minds and they look to you for what you are specializing in.

Create a strategy to post at least three times a week now and once you are back to being busy again. Now is the time to create strategies while you have time and, in doing so, set up systems to make sure you maintain them once we are back to business as usual.