Real estate agents are increasingly expanding their marketing executions to include content as well as traditional newspaper, flyers and digital marketing.
Consumer behaviour has evolved with technology, and marketing has changed in response. Social media has expanded our hunger for information.
Content marketing generates three times as many leads as other outbound marketing techniques and has conversion rates that are six times higher, according to the Content Marketing Institute.
You have to be strategic – this is not the territory of discounts and starbursts, talking about the recent properties you’ve sold, or boasting about your skills.
Content marketing consistently creates and distributes content that your clients value. So, ask yourself, “What information do my clients need to feel confident about selling their home, or buying from me?”
By connecting with customers regularly with information that is helpful and useful, you will build their trust and be top of mind when they need you.
Here are five major benefits of content marketing:
I. It lets you position yourself as a trusted expert
Why should people hire you as a real estate agent? Not because you’ll sell their property – all agents are supposed to do that. They’ll hire you because they believe you have the expertise to get the highest price and are the kind of person they can relate to and trust.
So, demonstrate your expertise! Provide information on common challenges with selling a property and your client base will soon recognise you as someone helpful and reliable.
II. It lets you differentiate yourself
Who doesn’t get a DL flyer in their letterbox every week talking about a property that’s on the market or been sold? All homeowners are constantly barraged with flyers that state “I’m a real estate agent and I sell property.”
Content helps you differentiate yourself by starting a conversation they’re interested in: how to reduce stress when selling, how to maximise your price, design and renovation advice. This type of communication will tell your prospects you’re an agent who’s here to help, not just pitch to them.
III. You’ll climb up search engine listings
Posting content regularly on your website will improve your performance online. Search engines love local area content, prices, people and events. New content posted regularly is rewarded by search engine algorithms, which means you go higher up their listings without the associated marketing expense.
IV. Customers will come to you
Ideally, your content will get a response. A prospect with a question is an opportunity waiting to happen. They want to know more, so put yourself at their service. This will give you the best chance to enhance the relationship and show how you’re different from other agents in your area. This is the essence of being an attraction agent.
V. Your leads are warm and qualified
Sharing content changes your cold calling regime. What would you prefer – pitching some who knows nothing about you or your agency, or one who’s read your articles, seen the information you’ve shared and is familiar with your business? With a content marketing approach, you really are warming up your leads. So, offer a familiar face, friendly voice and cement that trusted relationship you began to nurture before they even knew they wanted to talk to you.
Real Content has produced over a hundred articles focused on the property market to help you deliver these messages – and many more. They’re written in the voice of a real estate agent or mortgage broker and can be edited to suit your needs.