Content marketing is a term that’s thrown around a lot and for good reason. It’s an important part of anyone’s overall marketing strategy, in real estate it is essential.
No matter how big or small your agency is, whether you’re in a franchise or independent, content marketing is what helps to drive customer engagement and create a brand reputation your prospective sellers and buyers can trust.
So, what exactly is content marketing?
Content marketing is a strategy focused on delivering consistent, relevant and valuable information to your potential and existing property clients.
In short, you share educational and informative content that makes your potential clients smarter, rather than relying on an outdated sales pitch. In return, these potential sellers and investors will reward you with their business and become clients for life.
Content is the term used to refer to any high-quality marketing material that is either written or visual. It is designed to educate your potential clients, rather than simply sell yourself as the best agent to list a house with. Content is used to paint a clearer picture of what your prospect needs to know about you, your agency and the real estate industry.
What are the benefits of content marketing?
Where do we start!? Content is why your audience gravitates to you first. Whether they’ve received an email from you, read a blog on your website or scrolled past your Facebook post, it’s likely this is how they’ll learn about you and your business.
Once you have their attention, it’s content that will keep them interested. This could include anything from a series of blogs on your website they find helpful and can easily relate to as a buyer or seller. Or it could be an email newsletter they have subscribed to for the latest property market information. Content marketing is also what helps you stand out from other agents and builds and grows your loyal customer base as you become an attraction agent.
Do I need content marketing?
Only if you plan on growing your business and expanding your loyal client base. The more you educate, the more trust and credibility you build. So, if you want to stand out in the competitive real estate industry and help your clients beyond the face-to-face interaction, you’ll need to build your reputation and connections through content.
You’ll also need a tailored and authentic content marketing approach that’s designed to help your client base learn more than they thought they needed to know. Simply shouting “pick me” isn’t going to cut it.
What if I don’t have time to put together all of this content?
We’re glad you asked! In a world of deadlines and tight schedules, it can be nearly impossible to find the time to sit down and plan out a content calendar (let alone actually writing it!). That’s where repurposed content comes in. Not only does it save you a lot of time and effort, but it also makes content a breeze for those who don’t feel confident working in that area.
At Partica, we provide you with content that has been researched and written by professional property writers and journalists. Simply find a real estate article you like that will relate to your audience (be it an article about preparing a sell a home, or renovation tips you’d like to feature in your emails), download it, and edit it to your liking.
Add in your brand, your tone of voice, and information about your local market. It’s your article, after all, so make sure it uniquely reflects who you are and what you stand for.
Remember, content marketing isn’t a quick fix solution to help your business grow. It’s a marathon that requires time, patience and a lot of high-quality work.
But it doesn’t have to be hard! Just make it consistent and your content will grow your connections.