There’s a lot of chatter right now about how AI can write all your content, run your social media, and even sound like you. I will admit, using all the tools we have at our fingertips is a smart and efficient thing to do, but there is a line. We cannot lose sight of the fact that our farm areas want to hear from an authentic person, not a robot. Knowing that is how you will win the trust and develop the relationships needed to be the Neighborhood Expert.
If AI can write it, don’t publish it. Generic Q&A content and templated blog posts are easy to spot, and your clients are getting sharper at spotting them too. What works instead is real storytelling: buying and selling success stories, real conversations happening in the neighborhood and updates on your community involvement. Sharing photos of your family and your wins is exactly the kind of content your farm area wants to read. A postcard or magazine is a great home for telling that story.
Prove you’re human. A handwritten note, a photo of you at a local event, a mention of a specific street or school in your farm area, all of it signals a real person paying attention to a real community, not a script.
A few ways to bring this to life in print:
- Feature a real client success story instead of a generic market update, and it isn’t always just the sale, it can be the why behind the sale and how you were able to exceed the expectation!
- Include a personal note, a funny story and cute and candid photos in your bio, intro page or on your postcard, not just polished stock content
- Reference local streets, landmarks, restaurants and events in your farm area
- Skip the AI-sounding headlines and write like you’re talking to a neighbor or friend
Your farm area doesn’t just want a polished piece, they want to establish trust and competency. They want to know you and like you. Trust comes from sounding like yourself, in a format your neighbors can hold in their hands, not from an AI-generated version of a real estate agent.
Want your print content to sound like you, not like a chatbot? That’s what we do for every client, every month. Reach out to learn how we can create an authentic and polished publication that resonates with your farm area and establishes you as the local Neighborhood Expert.
