Posts in Content Strategy
Real Estate Content Marketing 101
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The journey to marketing your real estate business begins here - with content.

A well-developed content strategy tells the story you and your business in a way that convinces your customer that you’re the real estate agent they should work with. And it forms the foundation upon which every other piece of marketing collateral is built.

In the digital world, content is essentially the carbon element from which everything is made.

In definitive form, content is, “the collection of words and images that make up your presence.” It’s the information and experiences directed towards an end-user or audience and is expressed through some medium, such as speech, writing, or any various form of art.

In plain speak, content is what you’re trying to communicate to your audience.

Now, three things are required in order to make content: 

  • Something to say

  • A medium in which to say it

  • A strategy

This makes content complex because it allows content to take on various forms. A blog article is a piece of content, a web page is content, a speech is content, images and video are content, Podcasts are content - just about anything expressed regardless of how it is being expressed is content. This is your something to say and how you’re saying it is your medium.

Now, we can spurt out all the content we want all day. We can create articles about home buying or styling but none of it will ever stick unless it’s expressed within a strategy.

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Why do we need a content strategy? 

Because every day, more than 2.5 quintillion bytes of data are uploaded to the Internet. 

Quintillion. That’s 18 zeros in case you were wondering.

Each minute alone:

  • Snapchat users share 527,760 photos

  • Users watch 4,146,600 YouTube videos

  • 456,000 tweets are sent on Twitter

  • 46,740 photos are posted to Instagram

With numbers like this, it’s no surprise why much of what we say doesn’t seem to hit the ears of our customers. This is why it’s so important to have a strategy - our content strategy.

So what makes a content strategy different from just say putting content out there? 

A content strategy differs because it delivers an objective.

It is the high-level vision that guides future content development to deliver a specific business objective. It’s a high-level vision, your core, from which every bit of content you make comes from.

Content marketing and strategy is a calculated marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Did you pick up on all the keywords there? Let’s break it down.

Content marketing is:

  • Valuable - people gain value from content

  • Relevant - your message speaks to the user

  • Consistent - you deliver not only a consistent message but schedule content consistently

  • Attracts - content marketing attracts your audience

  • Retains - content marketing retains your audience, keeping them coming back for more

  • Defined - you don’t speak to everyone, you speak to your defined audience 

Every leading brand in existence uses content strategy as part of their larger marketing strategy.

Why? Because it works. 

I could list a series of benefits as longer than my arm. Some of the benefits of using a content strategy include:

  • Increased sales - I can say with 100% confidence that you will increase your leads and sales

  • Cost savings - content is free to create. All it takes is a little bit of brain power and some time. Short on time? It’s affordable to outsource content at any budget.

  • Quality customers - content weeds out the wrong customers and leaves you with the right ones while building rapport with said customers

  • It’s organic - Organic marketing is always the best kind of marketing because it’s natural, unforced and like the word organic implies, it grows.

Let’s run through an example using two very different agents. One agent does not have a content strategy in place and one does.

Over here we have agent Joe. He’s your sort of agent who just sort of does the bare minimum to scrape by. He takes the listing he’s given and posts it up with nothing else in terms of support. He has no content strategy and simply adds a generic listing description:

 
 

NEW LISTING: 2bd/2ba in desirable neighborhood $200,000. This house won’t last long!

 
 

Click the listing and it takes you to your run-of-the-mill MLS listing on his broker’s website or on a software he’s paying for. 

How do you think this listing comes across to the customer? 

First of all, this 2bd/2ba caption says nothing to me as the buyer. It doesn’t speak to me, it doesn’t make me want to click. Then when I do, I see pictures that are low-lit, and off-center. I, a potential buyer, get no sense of value from this listing and when I do click for more details, it takes me to a location that I could just use Zillow to find more detail on. I, as a customer, am not enticed to work with Joe. I don’t feel like he provides me with any added value and feel as if I can do this on my own.

Bring on the #FSBOlife.

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Now meet Mac.

Mac is advertising a nearly identical listing. Except his post is a lot different. It reads:

 
 

2bd/2ba dream home in Charolette’s hip new SoHo neighborhood. Just three blocks from the Saturday Morning farmer’s market in Pioneer Square. A fully remodeled kitchen includes granite counter tops, stainless steel appliances and stunning iron, gas stove. Exterior updates include a new roof and security lighting. Move in ready with new, wood floors. Large, shaded backyard features a 50 sq.ft. deck and trellis. Only a five-minute walk to Charolette Elementary School bus stop. Click here for complete house photos and set up a walk-through today.

 
 

The listing features beautiful photos that entice me to see more. Photos are bright and clear and I the buyer begin imagining how my couch will fit perfectly in that corner. Or how I’ll place my favorite painting there above the fireplace.

I can picture myself living here.

Upon clicking the link, I’m sent to a self-owned website that tells the whole story of not only the listing but the agent as well. There’s information on how to set up an appointment as well as similar listings in the neighborhood. A featured article gives me a step-by-step checklist of the home buying process and I think to myself, “Wow. Mac sure knows a lot about this process. Plus he’s personable. This is someone I can get behind.”

So I submit my inquiry and immediately receive a text message or phone call that sets up an appointment to chat with the agent.

Bam. Mind blown. Talk about service.

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Which post do you want to engage with more? Better yet, which agent do you want to engage with more? I don’t know about you, but I’m really leaning toward Mac. He seems engaged in this work whereas Joe feels completely removed.

Both listings say basically the same thing, but Mac’s listing is the one that says, “I will jump over the moon for you!” without ever having to say it. Why is that? It’s because he was a content strategy in place that aligns with his business process.

Mac provides added value in the form of quality, attentive service but it was his quality content that first grabs your attention and makes him stand out.

This is a classic case of a proactive vs. a reactive agent.

I use this example because this is what I see everyday. A reactive agent vs. a proactive agent. And if you’re reading this article, I’m filled with so much confidence that you’re the proactive agent which is why we’re going to get your content strategy, digital strategy and process down pat.

Everything you do from here on out needs to revolve around a sound content strategy.

It is the framework around which everything you do will be built. It will be the structure of your entire marketing story.

Now, let’s begin to get a little technical here.

While there’s a framework to developing your content strategy, it is not a concrete step-by-step template. Every agent’s strategy is going to be different. That means that unlike math, there’s no equation that results in a right answer.

While some agents are empowered by this, others may not be. I encourage you to see this as a good thing because it means that if there’s no right answer then there’s no wrong one either. Meaning you can take this in just about any direction your creative mind can come up with.

Now while there’s no exact equation for marketing, there are certain elements of creating a strategy to serve as your guide in the process. You’ll find these elements will make your life a whole lot easier in developing a strategy and all quality pieces of content have them.

Which is why you’re here because we’re here to cut through the fluff and get right into building your content strategy.

There are five key elements to the content marketing equation. We’re going to focus on these components and getting them in place before we diving into developing out the arms and legs of your content strategy. Because everything we’re about to discuss is the elemental core of it. 

Content element number 1:

A business plan.

I’m not trying to be captain obvious over here. It seems like this is something I shouldn’t need to note but many a time I’ve run into clients who don’t have concrete business plans for how they want to conduct their company. Or even there’s no set direction for where they want to go with their business.

Then they try to use marketing as a bandaid to patch the iceberg size hole in their business.

Remember Mac from our example? Remember how he had a business process in place that allowed him to immediately reach out to inquiries as those leads came in? It’s these business processes that enable him to build rich content based around the process to engage and entice his audience.

The simple fact of the matter is that you have to have a business plan prior to developing a content strategy or any type of marketing strategy for that matter.

It’s going to be very difficult to build a content strategy for a business if there’s no business plan to begin with. You will be a reactive agent without one.

This includes having an intimate understanding of your goals, the unique value proposition you bring to the table and the details of your process. Be aware of obstacles and opportunities that may arise in the process and think a little ahead.

I don’t want you to freak out and think of documenting your business plan as this huge undertaking. This doesn’t need to be fancy. At the very least, the MVP that needs to be in place are your business goals, knowing who your target customer is and a documented flow of how you’re running your business. Again, this doesn’t need to be anything fancy. A simple word document will do. Having a written account of your process will help center you on those hectic days when decision making is difficult and will make it much easier to add new aspects to your business - such as marketing.

The second content element is...

A general marketing plan.

Once you know your business plan and your goals under a unified mission, it’s much easier to make strategic decisions in terms of your marketing. Such as which goals to prioritize and what message you want to deliver in each piece of content, as well as what techniques you want to use in pursuit of those goals.

For this we ask ourselves three questions:

First question: what are our marketing campaign goals?

A campaign is a new push in our marketing. In essence we’re asking what do we want to see happen as a result of this effort.

Examples could be: as I result of this campaign, we want to seem more credible. Or our goal is to share a listing. Perhaps we want to collect the contact info of ready buyers.

Question two: what are our financial goals?

In other words, what is the ROI we expect to see from this campaign. In what ways will we be saving time and money?


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For example, we collected rich data about families ready to buy via a call-to-action placed on a blog post. We know that these leads are most likely buyer ready. Therefore we will be putting a little more time into crafting a more personalized message for them since we’ve already shifted through the chafe. Or we can use this hot email list for creating look alike audiences on our Facebook ads, thus saving us on time and money spent on an ad campaign.

Question three: what are our business growth goals in relation to this piece of content?

The goal is for each piece of content we create to further supports our business goals. So with question three we’re asking where in our business do we see this strategy supporting the goals of our business plan.

Is this strengthening one of our weaknesses? Extinguishing a threat? Capitalizing on a new opportunity? Essentially, we’re addressing how the goals in our business plan and our marketing campaign relate.

Content element number three is…

Know your ideal audience.

We can’t develop content unless we know who it is we’re talking to.

Many real estate professionals - and marketers for that matter - freeze up when creating content. It’s easy to get in our own way wondering, “I don’t know what to say! I don’t know what to write!” Of course you don’t know what to say because you probably don’t know exactly who it is you’re talking to.

You wouldn’t talk to a kindergartener the same way you would an adult. Same goes for your customer.

Very different language will be used and different conversations will be had dependent on who you’re talking to and where in the buying process they are at.

So the question is: do you know who you’re talking to?

That’s because when developing content we need to be thinking about their needs, fears and desires as a whole as well as their needs, fears and desires in the current moment. We want to map out content strategically that will support them through their home buying or selling journey.

Our fourth content strategy element:

You must establish your brand.

Your brand is more than just your logo.

A brand is the expression of who your business is and sets the expectation for your customers of what they can expect from working with you.

It’s the cohesive ideas and messages you want to communicate about your business defined by a number of different design & content elements such as your name, tagline, key message, color scheme, photography and much more.

It’s the feeling and emotion behind the narrative of your company.

Think of a big brand, any brand. Chances are you know exactly what they’re about and who they cater to solely based on the essence or aura they throw out there into the world. That’s because every message they create echoes their brand.

Brand is vital in developing your content because the tone of voice is a big part of both content and branding.

For example, we’ll compare content from two agents that are killing it with their content but in completely different ways.

First we have Alyssa Morgan Jansheski, a luxury agent in Miami.

Alyssa leans heavily into an influencer-vibe with her content to appeal to an international audience. Her tone of voice throughout her website, social media and marketing channels is luxe, authoritative and perfectly coifed.

Compare this to Colin J.J. Cameron of Small Town Agents.

Not only is Colin’s tone completely different than Alyssa’s but he utilizes a completely different medium as well - video. Every video on STA’s YouTube and Facebook channels uses humor even when showcasing listings. But even though he uses humor every video is still incredibly informative.

As you can see, these are two completely different brands and ways to do content. Neither of these approaches is better than the other, but both these agents know exactly who their brand is. And each creates content perfect for the audience they aim to reach.

Moving into our fifth and final content element…

A channel plan.

A channel plan is defining which platforms you will use to tell your brand story.

Let’s quickly touch back on our previous example using Alyssa and Colin. Alyssa relies more heavily on using Instagram and professional photos while Colin uses phone-shot videos via Facebook & YouTube.

And both create amazing content with their chosen channel plans.

Picking content channels and mediums depends heavily on what we discussed above: knowing your goals, marketing expectations, brand and target audience. Different audiences are more active on different channels.

Alyssa more likely uses Instagram to capture her audience because Insta has become a big platform for all things luxury and she can hone in on her target audience and building influence using hashtags. Meanwhile Facebook is more local friendly, which is where Colin creates much of his content. He’s able to reach those local audiences more effectively and post long-form videos.

Okay, you took in a lot today. We’re going to cut it off here and give you a moment to digest. It’s common for people to overthink this process when developing it out, but really it’s more of a brainstorming activity or what I like to call a brain dump where you just let everything stuck up in your head flow to paper so you can see it and start making sense of it.

Look for consistencies to align your criteria, process and objectives with each content element to create a cohesive and consistent brand conversation. Then go back and refine for documentation purposes. Try not to overthink it.

Start simple and then refine. The key to developing good content is just to begin.

If you’re not sure how to get started with developing a content strategy, DOWNLOAD THE 30-DAY SOCIAL CONTENT CALENDAR to start your brainstorm.


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Ashley Taylor

Ashley is the co-founder and marketing + tech brain behind Shore to Summit - an education & marketing service platform for real estate professionals.


5 Fall Blog Ideas for Your Real Estate Content Strategy
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We’re into October, and there will be lots of content ideas coming with the holidays.

But what are some you can do now before the rush of November and December?

As with any content, you’ll need to find your inspiration! If you’re not excited to write about it, your clients won’t be excited to read it. Let them in on some of what you enjoy while giving them valuable content they can use.

5 Fall Blog Ideas for Your Real Estate Content Strategy

With that being said, here are some ideas.

Fall Activities Galore

Think pumpkin patches, festivals, haunted houses, and events going on in your area. Show off your neighborhood, and this will further reinforce your expertise in the community.

Are You Ready For Some Football?

Millions of Americans watch football weekly and there are lots of angles to take with this. If you live in a city with a major football team you can go the route of local tailgates, and events going on around the stadium on game days. If your demographic is more catered toward families/ suburban life, talk about the local high school football teams. Lastly, everyone can talk about game day themed food recipes or tips to make your tailgate the most “touchdown-worthy” of them all (don’t be afraid to use puns, people secretly love them).

Get The Inside Scoop On Sales & Promotions

With the holidays and Black Friday looming, most businesses are pushing mega sales. Work with a local restaurant, store, or coffee shop to promote a sale or event they have coming up - then be there. Don’t forget to promote it. This will give you an edge over your competition and help you make a new connection in your neighborhood as well.

Celebrate Minor Holidays

October is National Adopt a Dog month, and that’s something a lot of Americans can connect with.  Promote a local animal shelter, and then post some pics of some super adorable pups… No one can resist that!  Here are some other minor holidays you can promote if pups aren’t your forte:

  • October 1 International Coffee Day

  • October 5 World Teacher’s Day

  • October 6 Mad Hatter Day

  • October 14 National Dessert Day

  • October 16 Boss’s Day

  • October 19 Evaluate Your Life Day

  • October 21 Count Your Buttons Day

  • October 27 Black Cat Day

  • October 28 National Chocolate Day

Tricks & Treats

Halloween is at the end of the month and there is a lot you can do surrounding that holiday.  You can move from fun facts, to costume ideas, best neighborhoods for trick or treating, to goofy pictures of peoples costume fails or wins, scary movies, and local festivals.

Of course these are just a few quick ideas! You can always make up your own, and I can’t emphasize the point that the best content is talking about what you care about. It will come through in your content and maybe teach your reader a thing or two.

Happy fall y’all

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Content Strategy: 5 Best Places to Leaf Peep in Colorado
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We know full well how difficult it can be to come up with content for your real estate business. Which is why we’re here to give you a couple ideas!

Christina busted out this great little piece on 5 Best Places to Leaf Peep in Colorado.

So what is it exactly about this article makes it quality content? Well for starters, it’s relevant. The fall season is upon us, making this a trending topic with high traffic. Second, it’s specific. She doesn’t talk about US leaf peeping, but rather keeps it zoned in on her market. Third, it has beautiful imagery and well-placed links for added value.

Hope this gives you some inspiration for creating content in your market. Let us know what you sort of content you plan to create this fall!

—————

5 Best Places to Leaf Peep in Colorado

One of the greatest parts of fall is the ability to see the leaves changing and all of the beautiful colors.  Just because I love them so much, I’ve decided to share some of my favorite secrets I’ve found over the last seven years with you (and your clients if you choose to share). Also, you can find some phenomenal deals on hotels in the mountains this time of year as it’s technically their off season.

 Peak Leaf Season “Predicted” Sept 15-28

>>> For 100 Colorado activities to share with your clients click here <<<

Where to Go

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Golden Gate Canyon (West Golden)  

This is one of the closest places to Denver to see the leaves and there are tons of hikes in the area ranging from 2- 20+ miles along with beautiful drives.  One of my favorite places to go is Fraser Meadow with a moderate 4.5 mile round trip hike, and views that won't disappoint. I take a lot of people here from out of town and you can’t beat the yellows of the aspens. ($7 entry fee)

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West Magnolia Trails (Nederland) 

This trail is great for hiking, mountain biking, and easy 4 wheel trails (I made it in my Kia SUV) where you will be surrounded by leaves and just the colors and smells/ sights of fall in the mountains.  The trails range from 2 miles to over 20 but be sure to bring your map (All Trails/ MTB Project) as they are uber confusing once you get back there. After enjoy a hot cocoa or coffee on the streets of Nederland. “Super Secret”- They have 25 free camping sites (still debating if I should’ve shared that)

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Guanella Pass (Grant - Georgetown)

This ones not as much of a secret but there’s a reason for it!  It’s gorgeous and you can drive the vast majority. This is about an hour out of town and I recommend driving from Grant to Georgetown.  Be patient with the people as it will probably be crowded if you go on a weekend so get out of the car, go on a hike, and just enjoy the scenery.  Don't forget to stop in the quaint town of Georgetown after for a coffee or local brew.  

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Independence Pass (Leadville- Aspen)

 I mean the town you drive out of is called Aspen so guess what you’re going to find… Aspenssssss!  This drive is a little further from the city but it is absolutely phenomenal. I recommend driving from Leadville to Aspen so you can spend some time in the town of Aspen after the ride and maybe go check out the maroon bells area. There are camping sites along the pass, hikes everywhere, gondola rides on the mountain, you literally can’t go wrong.  Hint: hotels are usually a little cheaper in Snowmass and it’s a beautiful area less than 20 minutes from downtown Aspen.

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Crested Butte 

This place is my absolute favorite.  Literally hundreds of miles of trails to hike, bike, drive, everywhere you look will be singing the colors of the mountains.  My favorite mountain bike trails are the Lupine Trails (easy), 401 Loop (Intermediate), and Doctors Park (Advanced). For driving, Kebler Pass can’t be beat with colors sweeping through the expansive valleys on either side of the pass and look on Groupon for hotel deals.

 

>>> For 100 Colorado activities to share with your clients click here <<<

There’s a whole world other world to explore in Colorado both in and outside of leaf peeping season.

But, don't take my word for it!  Get out there and see it for yourself!


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Christina Taylor

Christina is a co-founder and the real estate guru behind Shore to Summit - a marketing platform for real estate professionals. She lives in Edwards, CO, loves the mountains and teaches avalanche safety courses in her spare time.


4 BIG Myths About Marketing Your Real Estate Business Online
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Ahhh the Internet.

Opening doors to new marketing avenues since 1991.

That was almost 30 years ago. Yet, why does it seem like the real estate industry has taken so long to really jump on the bandwagon?

Sure, there are platforms by the dozens hawking online lead services and listing markets to realtors. Brokerages even give their agents their own web pages. However, none of the avenues presented to agents seem to pan out. Or if they do, they cost an arm and a leg to use.


4 Real Estate Marketing Myths Debunked


These marketing nuances have led to the formation of myths. These myths in turn hold agents back from achieving their true digital marketing potential. That's not okay with me. My goal as a marketer is to get the story of your real estate business out there for all the world to hear! 

We're going to debunk four of the most common myths I hear on a daily basis right here, right now. 

MYTH #1: DIGITAL MARKETING IS FOR OTHER INUSTRIES, NOT REAL ESTATE

Digital marketing is for everyone and anyone who has something to say, share or sell - including your real estate business.

In fact, with a low barrier to entry, flexible budget spend, and a large, engaged audience you should actually be saying it's the PERFECT place to market!

Real estate is an exciting market with loads of lessons, tricks, and inspiration to share. Just look at shows like Million Dollar Listing and Love It or List It.  These shows prove that not only is real estate entertaining but in demand.

When you say things like, "digital marketing isn't for real estate, " what you're really saying here is, "I'm not meant for digital marketing," or "I have nothing exciting enough in my life to share."

Stop that negative talk right now! You have more than enough content in your life to share. Your personal business story is just as exciting as that of any influencer. You just may not know how to properly tell your story just yet or how to see content opportunity when it's staring you in the face.

Not to fret, we'll get you there.

MYTH #2: I’M TOO BUSY TO MARKET MY BUSINESS

Marketing doesn't have to take hours out of your day.

It's best to think of marketing in terms of small investments deposited daily that add up for big rewards. The key to making your digital marketing efforts manageable is to narrow down your efforts to the right channels and develop the right strategies around them.

You're doing yourself a disservice by trying to be everywhere, on everything, all the time. It's much easier and much more effective to focus your undivided attention on targeted, engaged audiences. Instead of trying to be on Facebook and Instagram and Twitter and YouTube and Medium and whatever new app is popular at the moment, focus your attention intently on just two or three of those for a while. Go where your audience is most engaged and where it's most fun for you.

For example: Twitter is a difficult platform to master. While there are realtors out there rockin' Twitter, take comfort in knowing that's not the norm. This is because Twitter is a platform requiring high-levels of personal engagement with very frequent updates. It takes a certain personality and if that's not your personality, that's okay. Find the platforms you work with best and develop systems around engaging with them.

MYTH #3: DIGITAL MARKETING YIELD INSTANT RESULTS

Good digital marketing takes time.

There's no way around this. Believe me, I've tried.

When I was working in agencies, I would create pieces of content in January that sometimes wouldn't take root organically until well into July. But once something took root watch out because digital marketing done well tends to have a beautiful snowball effect.

Your goal and mindset for marketing is to play the long game. Your mission, should you choose to accept it, is to build a foundation that won't collapse in the ever-changing atmosphere that is digital marketing.

A web presence built with a solid strategy will remain impenetrable and effective despite algorithm changes, tech updates or evolving web applications.

Now this doesn't mean there aren't ways to boost your performance. A well-developed strategy will include these bootsts and is developed in a way that maintains the sudden spike in growth. But as for short-cutting your way to the front page of Google, that unfortunately won't happen overnight. Run from anyone who tells you otherwise.

Yes, it takes patience but it is well worth the wait.

MYTH #4: If I JUST SEO MY WEBSITE ALL MY PROBLEMS WILL BE SOLVED

Digital marketing does not exist in a vacuum.

While sprucing up your SEO (search engine optimization) is a crucial component to your plan, focusing on one piece of the puzzle won't solve it as a whole.

Rather, digital marketing exists as part of a larger strategy. Each bit needs to be touched and adjusted within the plan.

There are six key pillars of digital marketing required of every strategy:

  • Content

  • Social Media

  • Website Design & Development

  • Branding & Messaging

  • SEO & PPC

  • Email & Outreach

When these six marketing pillars work in sync of one another, beautiful things happen.

TAKE BACK CONTROL OF YOUR MARKETING

Enter your information and learn how to complete your content distribution in a single morning.


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    Ashley Taylor

    Ashley is the co-founder and marketing + tech brain behind Shore to Summit - an education & marketing service platform for real estate professionals.


    Why Content Must Rule Your Real Estate Marketing
     
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    Content is king.

    I'm sure you've heard the expression before, but it's true. Without a strong foundation of content supporting your web presence, you may as well not exist.

    Why?  Because content is your voice. It's your substance. It's your presence. It's also how the Internet knows who you are, what you do and what your business stands for.

    "Content is the backbone of any drive to interact with your readers or customers. It is the most important opportunity you have to impress the reader with your knowledge, expertise or ethos. The quicker publishers realize this, the quicker their websites take the place they expect in the industry of their choice." - Shai Aharony, CEO, Reboot Online

    I guarantee, your customer spends a lot of their time online. 73% of the US population has a social media account with the average American spending 24 hours a week online.

    That's 24 hours worth of opportunity to reach your ideal buyer.

    WHAT IS CONTENT?

    To put it simply, content is the collection of words and images that make up your presence.

    "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action." - Content Marketing Institute

    The way we see it, you can stand in the town square on your soapbox and pitch your services until you're blue in the face - day after day, week after week.

    Or you can craft together a message for your ideal audience that not only provides them with a wealth of information, but continues to work while you sleep and establishes you as a thought leader in your market.

    Whether you choose to embark in option one or two, is up to you and your style of doing things. But allow me to clue you into which one delivers greater results and qualified leads and take less time (Hint: it's two. The answer is option two.)

    WHAT MAKES CONTENT GOOD?

    Hosting Facts estimates that over 3 million blog posts are uploaded to the Internet every day.

    That's a LOT of content.

    However, a lot of that information is pushed to the dark corners of the internet where it goes to die, never to be seen again. That's because in a world of limited data space, content information must be prioritized with quality content receiving priority. How this occurs within the realm of search engines is known as SEO (search engine optimization).

    There are many strategies you can use to optimize your content and web presence, yet every strategy is founded on very basic, easy to learn, implement, and maintain principles.

    So what makes content good?

    Good content is valuable. You can post your latest home listing as many times as you want on the Internet, but if it's not valuable to your audience, it won't receive engagement and will essentially be useless.

    Good content is targeted. What's valuable for one audience won't necessarily be valuable for another. Your message must align with the goals and values of the audience you seek.

    Good content is consistent. Think of it like maintaining a garden. You plant a garden but that garden won't bloom unless it's consistently watered and maintained. Otherwise, it withers and fades. The same can be said of your Internet presence. Consistently adding new content and updating the old keeps your audience engaged. Additionally, it tells Google that this site regularly contributes to the global digital community and therefore should receive priority.

    Good content converts. Your content can be valuable. It can be precisely targeted for your audience. It contributes to a well maintained web presence. But if your content doesn't drive your audience to act, it will never be valuable to you. Because good content converts. It makes people think and act. Every piece of content needs a call-to-action that directs your audience toward your ultimate goal - to make the sale.

    The 3 Keys to Execute a Successful Real Estate Content Plan

    PLAN YOUR CONTENT

    If you fail to plan, you plan to fail. Plan your work and work your plan. 

    I've been that person before who doesn't plan. Who would sit down at my computer and think, "hmm, what am I going to write about today." I would find myself clicking on random articles for inspiration and end up deep down the Internet rabbit hole. Next thing I know it's 1pm and I'm reading an article about why I should be eating almond butter for heart health instead of creating content for my website.

    Don't be the former me. You'll only end up wasting time and spending what precious hours you have left reacting to your work, scrapping together something that's passable. Instead, be proactive in any work you do and plan it out.

    CREATE YOUR CONTENT

    Once you've planned out your content you get to move on to the fun part - creating your content.

    This is where you get to showcase not only your company, but you and what it is that makes you great at your job. So have fun doing it!

    Inspiration for content to market your real estate can come from anywhere - keep your eyes open.

    Content creation can be anything from going to listings and taking pictures, to showing off your favorite local haunts.

    Talk about some of your favorite architecture in your city and what makes it unique. If you like to write, blog about trending topics in your business or locale. I've seen real estate agents run local food blogs in their city and get listings out of it. Or if you have a side passion for photography, really dive into utilizing Instagram as a gallery.

    Don't dread creating content because you don't see yourself as the "creative-type." Everyone is creative in one way or another. Tap into the unique talents that are yours.

    DISTRIBUTE YOUR CONTENT

    It's not enough to simply create content, post it up and call it a day. You must distribute it and announce it to the world!

    This is where having established social media accounts and some light PR skills come in handy.

    Remember that audience we talked about earlier? Find out where they are and distribute your content to them. Maybe they're on Instagram, maybe they're more of the Facebook type. Perhaps its best to hit them with this piece of content in your bi-weekly newsletter. Or maybe you have a friend that runs a popular blog who's willing to let you cross-promote. Every strategy is different, you just need to find yours.

    Take the guesswork out of planning your social content with our 30-day content calendar.

    We've put together a 16-page guide on how you can easily distribute an entire month's worth of content in a single morning.


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    Ashley Taylor

    Ashley is the co-founder and marketing + tech brain behind Shore to Summit - an education & marketing service platform for real estate professionals.