Think about it: If you are the listing agent for a property or you are simply executing an open house for another agent, there is only one thing that you possess that the general public doesn’t — the address. Here’s how to leverage that to your advantage.

Whether you’re a rookie agent, a rising team leader or an established veteran broker, we can all benefit from sharpening our skills. Follow our “Back to Basics” series to learn fundamental strategies, tactics, philosophies and more from real estate pros across the industry.

Technology is crazy! We are building a 200 mph train in Texas. Condos in Florida are planning for flying cars. Uber plans to add helicopters to its offerings soon.

What does this mean for you as a real estate agent? It means you better protect what’s yours and stop giving it away. Because, sadly, some people out there think they don’t need you — and it’s time to remind them why they do.

Think about it: If you are the listing agent for a property or you are simply executing an open house for another agent, there is only one thing that you possess that the general public doesn’t — the address.

The moment you put the address on social media, you have made yourself irrelevant to a lot of people.

Why you might ask? Because I can go take that address and put it in Google, Zillow, realtor.com, the local MLS, etc., then any old agent can end up showing them your property.

The moment the general public possesses the address, they have everything they need to start shopping without you. So, seeing this as a problem, here’s how it could play out to your advantage.

1. You can now quantify leads on social media more clearly

When you get that new listing and start talking about it, showcase the property. Share the photos. Talk about how great the school district is. Let them see how refreshing the pool looks. Brag on how close it is to so many convenient things.

But, keep the address to yourself.

Now, you’ve forced someone who’s interested to reach out to you and ask for it. Do you know what that is called? It’s called leverage! And it produces leads.

2. It allows you to have clear CTAs in your videos

Now when you are doing that video tour, you can simply say things like, “DM me for the address” or “If you are interested in the address of the property, type ‘address’ in the comments.”

You just gave yourself clear CTAs (call to action) every single time. It will work. And here’s why: It’s human nature to hate feeling like you don’t know something. This is the emotion we are playing to with people.

3. It makes ‘events’ on social media feel exclusive

So, you are having an open house on Saturday and Sunday …

Make your event on Facebook, but leave out one important detail — the address. Now you will know exactly who is truly interested in coming.

Or you are doing a bunch of Insta Stories talking about the event coming up; leave out the address, and watch your DM’s fill up.

For those of you who don’t think this will work, let me ask you a question: What do you have to lose? If you share your event all over Facebook and still nobody comes, you didn’t lose anything.

Don’t be closed-minded. Be open to trying new things, it just might be that “new thing” that starts helping you set records in your business.

Kyle Draper is the CEO of EMPWR Media in Fort Worth Texas. Connect with him on Facebook or LinkedIn.

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