The habit of intentionally creating marketing assets that compound will change your approach. You’ll see greater opportunity to market your real estate business trusting in the compounding effect of each layer over time.
James clear is an ambassador of atomic habits. He taught me how to frame real estate marketing efforts by viewing them as layers of compounding assets.
Atomic habits have a compounding effect on people – money deposited in an account accrues compound interest during the period of investment and similarly, atomic habits compound into self-improvement. Compounding may not be visible from the get-go, it will take consistent effort and time for the impact to show but then even the minutest of actions can end up having a massive impact
James Clear
What’s a marketing compounding asset?
A marketing asset is any item you use to educate people and promote your real estate service, listings or brand. These assets can be physical, like brochures, or digital, such as web content.
Allan Dib says “if you don’t own marketing assets, you are the asset.“
Marketing assets are the tools and resources you use to attract leads, build relationships, and make sales.
They can include all kinds of materials and are often framed as social media accounts, white papers, blog content, case studies, videos, published articles, industry reports, brochures, online ads, data, ebooks, digital campaigns, and others.
While habits are minor, daily behavioral traits that people practice automatically, are extremely powerful. People become what they do every day. This means that habits form peoples’ identities. When repeated consistently, even the minutest of actions end up having a massive impact. Same with your marketing assets.
Compounding is the ability of an asset to generate returns, and then to continue to generate additional returns on its own.
A marketing compounding asset is one that you create once, can build on in the future, and it keeps helping you with your marketing returns over time. Compounding marketing assets accelerate the growth and impact of your marketing investments over time, not just with an initial bump.
A marketing compounding asset is one that you create once, can build on in the future, and it keeps helping with your marketing returns over time, even when you’re not paying attention to it.
So, creating a blog post that lives over time, publishing an interview, or other marketing assets that can continue to exist past their initial delivery,
Content is a key marketing asset that generates compounding returns
“Content is one of the few forms of marketing that has a compounding return.” Tomasz Tunguz, a former Google product manager said in a Hubspot podcast. By consistently creating and distributing quality content over time, HubSpot’s blog has attracted over a million visits on a monthly basis, helping the company to expand their reach and effectively generate more quality leads.
Useful, valuable content is an important marketing compounding asset. It can stay relevant over time and continue to generate traffic and leads past their publication date. It’s marketing that keeps compounding even when you’re not paying attention or working with it directly. Your clients, potential clients, or referrers can continue to find and share content regardless of the initial effort date.
Some argue that every piece of content you create is an asset that accrues value over time. This is mostly true if you distribute the content.
The purpose at the end of the day is to be more efficient. With the right framing, viewing your real estate marketing efforts as either tactical short term efforts, as long-term investments, or both, you can create the necessary layers to compound marketing effects from each asset.