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?
Well it has a simple method of blending your expert knowledge with the inquisitive mind of a home seller when they are in the passive stage of selling.
A simple example is where a homeowner searches the internet for some information about the impact of the next election on the property market, and what it might mean for them.
They jump onto Google, enter some search words and Google will know your location, your preferences and will present you with millions of results. If they are like most people, they will not go past page 1 before they change their search terms, and Google will present a bunch of pages relevant to the search terms.
The homeowner comes to your site through one of the search results and reads your article about the impact of the next election on their local property market. If they’re like everyone else on the internet, they see you have a blog with more articles about the property market and they start to read and build an opinion about you as an agent, as an educator and overall it builds your reputation as a trustworthy, credible agent.
They see you have a newsletter to keep up to date with the property market, and they register. Now they are on your database and you continue to share your knowledge, your experience and your listings.
Of course once you have their attention, it’s time for you to keep building their confidence in you. If you’ve not heard of the Trust Equation from The Trusted Advisor before, it’s a simple equation that shows how easily trust can be built, and just as easily how trust can be broken.
The trust equation is defined by The Trusted Advisor* as:
Trust equals Credibility plus Reliability plus Intimacy divided by Self orientation.
Content marketing is the tool that will build your credibility, it can build your reliability with regular content, it can build levels of intimacy as you share your expertise and knowledge
This is just the beginning of the relationship with your local homeowner that happened without you looking.
If you’re looking for real estate and lifestyle articles to use on your online, offline and social media, The Real Estate Voice can help. Click here to find the best option to suit you. Or get in touch and we can help find the right content marketing solution to suit your budget.