Courtnie Erickson, Real Estate Content Specialist, Getwrittn.com
When done correctly, content marketing can produce big results for real estate agents. In fact, content marketing generates three times more leads than traditional marketing and costs 62% less. But, knowing how to reap big rewards from this form of marketing can be a challenge. Good content contains many elements from great headlines to utilizing the right platform. Here are several examples of real estate professionals that have mastered the challenge of content marketing and have seen extraordinary success.
1. Write a Book
If you have an area of expertise in the real estate industry, share it with others. Brad Bevers of Bevers Real Estate in Chappel Hill, Texas said he has seen immense success with his book “The Texas Farm & Ranch Guide.”
“Since writing the book, my real estate business has more than tripled. I can’t recommend writing a book for your special area of expertise enough. It is the best way to establish credibility and authority with clients instantly, and will give you a head start over any competition,” he said.
When writing longer content, such as a book, focus on your target audience and the clients you serve. This will make the book successful and help you stand out from the competition.
“This very short book gives buyers and sellers advice on the main market that I serve, answers common questions, and helps ease people into buying or selling country property,” Bevers said. “I have given away close to 10,000 books so far. In the five years since it has been published, it has brought me a return of easily 50 times what I have put into it financially. That will only grow as time goes on.”
2. Facebook Groups
Social media is a fast and simple way to reach your audience and improve your online brand. Will Friedner, a real estate broker in Northwest Montana, says he uses Facebook groups and they are some of his highest-producing content marketing platforms. He began three years ago and has seen incredible results.
“I had been spending a lot of time on Facebook, working on my business page, and experimenting with different lead generation ideas.,” he said. “I started noticing different ‘Classified Ads’ or ‘Garage Sale’ groups that were taking off locally. Thousands of people were joining these groups, so I started researching real estate groups that I could find around the country. I was surprised at the lack of groups in this category. There were plenty of real estate business pages but not a lot of groups, and none at all in my area.”
Friedner started by creating a local group and inviting people who were looking to buy, sell, or rent. Over time, he had up to 20 people joining per day organically.
“How do these groups work for me? I do not post a ton of listings or pressure anyone trying to sell their own home.
I provide information in the groups. I do a weekly Facebook Live in the groups and I talk about various issues that come up with buying or selling a home. I will post real estate questions or quizzes to generate engagement.
Occasionally, I will do a Facebook Live open house for someone trying to sell. I have actually had people contact me and tell me that they want me to list their home because they have been ‘watching me on TV’ for the past six months! I would say that these groups are now providing me with approximately 50% of my business. That is not bad for something that has cost a grand total of $0 to create!”
3. Localized Blogging and Website Content
As a real estate agent, one of your greatest resources and marketing tools is your website and your real estate blog. But you shouldn’t just focus on any type of content. You need to focus on your local audience and what they need. Earl White, co-founder of House Heroes says focusing on localized content serves two essential purposes.
“Homeowners conducting online searches about the area are your ideal client — so the localized content generates the right leads,” he said. “Second, it’s very tough to compete with major players in the online space for general blogs. For example, a blog about ‘home staging tips’ won’t crack Google’s first page. It’s already covered by companies with huge web presences. A blog localized to your area, such as “recent sales in [your market],” ranks high in the search engine due to limited competition.”
You don’t want to choose just any topic when you create valuable content for your audience. You want to generate high-quality content that is valuable, informative, and engaging. Daniela Andreevska, a content marketing advisor at Mashvisor, a real estate analytics company, reminds us that the first place which homebuyers and sellers check when looking for an agent to work with is the internet, so your online presence is vital.
“Provide tips to property buyers and sellers, talk about recent trends in your local housing market, market your active properties. The more high-quality content you build, the higher you will show in the online searches of potential clients, and the more likely they will be to look at your website and your profile and to choose to work with you,” she said.
Always Remember Your Target Audience
No matter what type of content marketing strategy you implement, it is critical that you keep your target audience in mind. You want to ensure you create valuable content for every step in their journey.
“If your content marketing is strictly for promotion and geared towards driving traffic, you should consider who you are trying to reach and how this can be best achieved,” said Jennifer Browhill, Regional Marketing Manager of CLV Group. “For example, if you are trying to fill your student property, your content should be fun, engaging, and posted online ideally, instead of traditional print media. We know that most students are geared towards YouTube and Instagram at this time, so leveraging these platforms should be beneficial.
As you develop your content marketing strategy, step outside the box and focus on creating content that your audience cares about, that is valuable, and helps you stand out from the local competition.