Your expertise is more than your knowledge

Danny, 34, was supercharged about buying a new home. He had saved up, marked a few favourites and was ready to invest his life savings on a flat. 

Then Coronavirus hit….which screwed things up.

Beacon Homes, a local estate agent, was forced to shut. Despite the closures, they were quick to recognise the impact on their industry and did their best to answer questions on the minds of their customers - ’How might buyer and seller priorities change?’ ‘What are the new ways to approach home-viewings?’ ‘How to safely buy a home during coronavirus?’ etc.

Danny found Beacon Homes online. He watched and read their insights and it resonated. 

Everything he was questioning they were doing their best to answer. So he followed them...and the next day reached out. 

It was a match….but why?

Beacon Homes chose to be relevant. Relevant to the times, to the needs of their customers and matched this with their passion for properties and expertise in this field. 

This provided genuine value to Danny which led him to take action. 

Take IKEA - a great example of a brand practicing this. They are the go-to-brand for affordable home DIY products. They are clearly passionate about interiors and have combined their love for this and making customers' lives easier by bringing IKEA to their audience’s homes via augmented reality.

BLOK is another example - a powerful lifestyle brand who were forced to shut its gyms due to the virus. They moved their expertise online by creating BLOK TV full of fitness videos, knowing that’s what their customers needed.

Expertise becomes most effective when the passion and knowledge of the thought leader match with the interests of your target audience. It’s no good just sharing your wealth of knowledge, you need to really understand what is real business value to your audience, so they achieve substantially more than they otherwise would. 

In using this approach you will become magnets for new business. Trust between buyers and sellers will start to form and this will inspire buyers to act so they take the next step along their journey.

‘Your Expertise’ is part of Content Kitchen’s strategy that focuses on six essential ingredients every business needs to communicate - learn more.