Content marketing has been described as the most effective way to market yourself as the agent a seller needs before they realise they need you as their agent.
While you’re not looking, content marketing builds trust for your clients. But how exactly does that work?
Content marketing for real estate is a simple method of blending your expert knowledge with the inquisitive mind of a home seller when they are in the passive stage of their property lifecycle.
An example is where a homeowner searches the internet for some information about the impact of the next election or the current market conditions on the price of their property and what options they might want to consider.
They jump onto Google, enter some search words and Google will know their location, their preferences and will present them with millions of results.
If they are like most people, they will not go past page 1 of Google before they change their search terms to find more relevant results.
The homeowner then finds their way to your website because you are in their local area, you have relevant content and they can read your article about the impact of the market in your local area.
If they’re like most other homeowners looking for more information, they’ll either go back to Google or stay on your website because they will see you have a relevant real estate blog with informative and educational articles about real estate.
They’ll start to build an opinion about you as an agent, as an educator and overall it builds your reputation as a trustworthy, credible agent.
If they see you have a newsletter and sign up to it, you now have a new lead in your database.
You can continue to build your relationship with your new lead and share your knowledge, your experience and your listings via the newsletter they signed up for.
Now that you have their attention, it’s time for you to build trust with them with regular, informative content.
If you’ve not heard of the Trust Equation before, it’s a simple equation that shows how easily trust can be built, and just as easily how it can be broken.
The trust equation as defined by The Trusted Advisor* is:
Trust equals Credibility plus Reliability plus Intimacy divided by Self Orientation.
Content marketing is the tool that will build your credibility. It helps you build reliability with regular informative articles, and it builds intimacy as you share your expertise and knowledge as an agent and as a person.
This is the long term relationship is the key to finding your next seller without even looking!