Courtesy of Who's Who in Luxury Real Estate partner Advantage Media5 Tips Real Estate Agents Need to Know to Craft Content that Brings Home Business
Content Marketing is a multi-step process that can help real estate agents publish useful information to solidify and build industry, as well as customer relationships. According to the Content Marketing Institute, content marketing leaders experience up to 7.8 times more site traffic than those individuals who choose not to publish value-driven content. With this incredible benefit in mind, here are five tips that all real estate agents should implement if they want to successfully market their services to current, future, and past clients.
Tip #1: Maintain A Stellar Blog
A blog is one of the easiest ways to publish valuable content. As we speak you are currently reading this post on a blog. Imagine if we didn’t have a blog? You wouldn’t be receiving tips on how to improve your content marketing efforts and we wouldn’t be able to connect with you, our loyal reader. With this in mind, it is important to note that not all blogs are created equally. To have a “stellar” blog your content must have the following characteristics:
- Be value driven;
- Provide benefits for your intended readers;
- Be relevant to insight certain actions;
- Address the pain points of the given subject matter; and
- Remain easy to understand, while simultaneously speaking to the challenges or pain points that your readers experience.
Tip #2: Write and Publish an eBook
According to the Association of Real Estate License Law Officials (ARELLO), there are approximately two million active real estate licensees within the United States. The growing number of realtors means that competition is fierce in any market. With this in mind, one of the best ways that you can differentiate yourself from your closest real estate competitors is to publish an eBook.
An eBook is a brilliant content marketing tool that can help to establish your credibility as an industry expert and leader. One of the best parts about publishing an eBook is that you will be able to push the content out on a variety of channels. For example, during an interview with a local real estate magazine, you might mention that you have recently written an eBook. Conversely, during your monthly email newsletter you could have a link to the PDF version of the eBook to encourage your recipients to read your valuable real estate words of wisdom. No matter which marketing channels you choose to use, an eBook will help you to solidify your status as a leading industry expert at a reasonably low cost.
Tip #3: Use Out-of-the-box Social Media Marketing
According to Statistica the number of worldwide active social media users is projected to grow from its current level of 2.1 billion to an estimated 2.5 billion by 2018. As the number of people use social media continues to skyrocket, so too will you need to adjust your social marketing efforts. Social media users are constantly being bombarded with “targeted advertisements” or “promotional content,” which means that you need to be smarter in your approach.
An out-of-the-box social media content marketing approach means that you need to do more than a) write a blog post, b) create a social media post with a link to the blog, and c) hope that your audience reads, shares, comments, or likes your post. Instead, you need to take the time needed to understand the social media interactions of your customers. To do this, ask yourself the following types of questions:
- Does my audience respond better to written or image-driven posts?
- Is my audience more active at a certain time of the day?
- Can I acquire a larger audience simply by interacting with members on an individual basis?
- Is it to my benefit to comment on competitors’ or other industry professionals’ posts?
- What can my social media posts provide that no one else can?
- How can I create a multi-pronged social media campaign that doesn’t let audience members fall through the cracks?
Tip #4: Attend Networking Events
When real estate agents hear the phrase content marketing, they often think of only publishing in-print or digital content. All too often, these agents forget that part of content marketing is in-person meetings. When you attend a networking event, you are opening doors to make new, meaningful connections that can help you gain loyal business partnerships inside and outside of the real estate sector. With this in mind, you must have a business card that clearly represents who you are as an industry professional.
Your business card is the first piece of content marketing that your future customers or business partners will receive. From the size of the card to the colors used to the information displayed, your business card must be representative of your personal brand. Let’s say that you already have a stellar blog. Instead of displaying your website URL, your business card might instead have the title and URL of your blog. In this way, you are already directing business card recipients towards your strongest type of content marketing. Once the recipients have visited your blog, you will be able to approach them as a viable business lead through other content marketing efforts. In short, never underestimate the ability of in-person networking to play an important role in your future content marketing efforts.
Tip #5: Become A Guest Contributor
Real estate agents are in a unique position to be able to work with other industry professionals in a mutually beneficial partnership. One of the best ways to enhance this partnership is to become a guest contributor on various digital and in-print publications. As a guest contributor, you will give yourself ample opportunities to achieve the following benefits:
- You can connect with a larger audience;
- Build a valuable partnership with other industry professionals including lawyers, lenders, and contractors;
- Increase your digital footprint; and
- Establish your status as a trusted industry leader.
The Bottom Line: Content Marketing Can And Will Help Real Estate Agents Succeed
Implementing a strong content marketing campaign can result in a number of advantages, including higher customer retention ratings, improved relationships with fellow industry professionals, increased ranking as an industry leader, and a stronger, more successful real estate business.
To learn more about how you can share your story through content marketing best practice approaches, while simultaneously growing your business, visit advantagefamily.com/real-estate and request your complimentary copy of Lead The Field.