Why Content Must Rule Your Real Estate Marketing
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
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.
Ashley is the co-founder and marketing + tech brain behind Shore to Summit - an education & marketing service platform for real estate professionals.