Content marketing is a very attractive lead generation model. Instead of cold calling or spending hundreds of dollars each month on Facebook ads, content marketing leads come to you!
It can be a long game, but the rewards are worth it. Over time, your content marketing will gain momentum, sustain your real estate business and help it move to the next tier of business success.
Below are some ideas to get your content juices flowing and help you make the most of content marketing in your agency.
Blogging is one of the easiest ways for you to give your website traffic a quick boost.
Blog posts don’t need to be lengthy and while they sit on your website, they can easily be shared through your social media and repackaged for use in your newsletter emails.
Remember to focus on solving problems or answering questions potential leads may have for best results.
It seems so obvious that we sometimes forget that listings themselves are content!
Even if someone isn’t actively looking to buy or sell, many people like keeping an eye on the local market, so it makes sense to include new listings, sales results and open houses in your content marketing.
One of the clear advantages real estate has over other industries is the imagery. Gorgeous property photos always attract an audience and are perfect for getting attention on social media channels, particularly Instagram.
Also, including hyper-local images in your content has its benefits. Local landmarks or attractions can be included in your social media to reinforce your connection to the community you operate in, but you can also include them on your google my business page (which you should set up if you haven’t already) so they become visible in local area searches.
Social media posts
Your social media posts are content, but the question is, is it valuable content?
It’s not hard to find content for your social media, but it is critical to share engaging, authentic posts that rely on shareability first and foremost.
Video marketing continues to grow in popularity and won’t be going away anytime soon.
It’s especially attractive because it can be so easily repackaged into a blog post, shared on social media or turned into a podcast.
360 & 3D tours
Virtual tours take listing content to the next level and have been enthusiastically embraced by consumers since COVID impacted how the industry operates.
Apart from the obvious benefit of helping buyers engage with the home before they’ve even stepped foot in it, a 360 tour on Facebook or YouTube is a much more shareable asset than a standard listing video or a static slideshow of the listing photos.
Seminars & webinars
A great way to offer value, promote expertise and engage with potential leads is through seminars or webinars.
Focus on a particular subject area like first home buying, investing or presenting a property for sale and invite your database along.
If you run a webinar, record it so you can use it as a lead magnet on your website and share it on social media and through your newsletter.
Buying & Selling guides
Creating downloadable buying and selling guides offer another opportunity for lead generation.
These popular lead magnets are popular for a reason. Again, they can be used in your social media and email newsletter, and along with building your database, give you insight into where your leads are on their property journey.
Sharing monthly market data from third-party sources is fine. What’s better is sharing your own hyper-local information.
Combine third party data with what you’re seeing in your own agency and through your own listings and sales.
This gives you the opportunity to share something more original and gives your database and social followers a reason to check out your report each month.
Subject matter expertise
One way to leverage your real estate expertise is to demonstrate it by answering questions.
You may like to run a regular ‘ask me anything’ or share answers to frequently asked questions on your social media.
Take advantage of local social media groups and again, invite questions from the community.
If you compile a list of these questions over time, you can also repackage it into a blog post or use it as video content.
Everyone loves a good infographic.
All you need is a data set and you can transform this information into a visually appealing story.
Some data sets you could use include local market trends, tips to prepare for a home sale or property enquiries.
Checklists, templates & resources
How-to guides are great, but people especially love checklists and worksheets that they can actively complete.
Interactive checklists are much more appealing as they make life easier for your audience. Be sure to include links to either an Excel, Word document, or pdf to make it easy for them to either fill it in online or print and complete it.
Content marketing is a win-win for both agent and consumer. The principle of ‘giving to get’ means you can create a positive experience for potential leads, and promote your brand and expertise all through one interaction.
When your potential leads are in need of real estate services, they’ll be looking to engage someone they trust and with content marketing, you would have already given yourself a head start.
Find the best way for you to get real estate articles for your agent/agency profile, email newsletters, blog and social media marketing.