For Brandon Blankenship, real estate marketing doesn’t always start with a listing.
As a Realtor with Keller Williams Premiere Properties in Wheaton, Blankenship has found another way to connect with potential clients: showcasing the communities where they live. Through his media company, Living Chicago Suburbs, he shares local news, development updates, restaurants and other happenings across the suburbs.
The idea came from what Blankenship saw as a gap in how the communities where he lived were being covered. He realized he could highlight the area he loves while also helping grow his real estate business.
When creating content for Living Chicago Suburbs’ Instagram account, Blankenship leans into that strategy, saying any positive local news is worth sharing, whether in a post or video.
He follows an informal 80/20 rule, keeping real estate content to an occasional presence on Living Chicago Suburbs while directing people who want real estate information to his personal Instagram.
Blankenship said that the biggest misconception that agents have about marketing is that they must make it about themselves 24/7, when it should really be about the consumer.
“In an age where real estate is only relevant when someone is actually transacting, we need to be able to cast a bigger funnel and talk to the masses,” he noted. “Most importantly, just continuing to be your unique self, as that is your highest value proposition that no one can replicate.”
His advice to other agents looking to become more visible in their local community is to find a favorite coffee shop or restaurant and start developing a relationship with the owner or manager, potentially leading to a collaboration.
Behind the scenes, Blankenship estimates he spends one to two hours a week personally creating content for Living Chicago Suburbs, although his personal Instagram requires considerably more time.
Creating the content is a shared effort between Blankenship and his team. He notes that building the media company is another full-time job alongside running his real estate team.
He stays informed by following local village Instagram accounts and setting up news alerts, keeping an eye on developments throughout the communities he serves.
“The biggest compliment I have ever gotten from meeting a client from social media was, ‘I am glad that you are the same person you are online as you are in person,’” he said. “For me, a lot of my clients know what I do, especially if they are inquiring for the first time. I feel my digital footprint speaks for itself, and the validation with my deep market knowledge in person helps my clients feel supported and excited.”