Want your content to work? Post like a person, not a brand
Consumers don't follow brands. They follow people. Real's Jason Cassity teaches you how to lean into authenticity to make your content more effective.
The idea that consumers follow people, not brands, is especially relevant in the architecture and real estate industries, where trust and personal connection are crucial. When it comes to making decisions about something as significant as a home or a building, people want to work with professionals they like and trust. By showcasing the personalities and expertise of individual architects, agents, or developers, rather than just promoting a company, firms can build stronger relationships with potential clients.
This approach requires a shift in mindset for many companies, which often prioritize polished, corporate messaging over authenticity. However, as Jason Cassity of Real suggests, leaning into authenticity can make content more effective. For architects and designers, this might mean sharing behind-the-scenes glimpses of the design process, or highlighting the personal stories behind a particular project. By doing so, they can create a sense of connection with their audience and establish themselves as approachable, knowledgeable experts.
As the architecture and real estate industries continue to evolve, it's likely that we'll see more emphasis on personal branding and authentic storytelling. To watch next: how firms will balance the need for professionalism with the desire for authenticity, and whether those that successfully make this shift will see tangible benefits in terms of client engagement and loyalty. Will we see more "personal" content from traditionally stoic architecture firms, or will this trend remain the domain of more personality-driven industries?
Originally reported by inman.com. ArchitectureNews adds analysis for real estate & property readers.