This post comes from our friends at OutboundEngine . OutboundEngine helps businesses look great online & keeps them in front of their networks to build stronger relationships, uncover new opportunities and drive referrals.
Today we’re giving you an intro to content marketing for real estate agents. Content marketing is a powerful tool that all real estate agents can use to stay top of mind with their clients and increase their referral business. Read on to learn more about what exactly content marketing is and why it matters to your real estate business.
What is content marketing?
Content marketing focuses on creating, publishing and distributing content for a targeted audience online. The purpose is to help companies create long-term brand loyalty, build trust and nurture relationships by sharing valuable, and often free, content instead of directly selling.
An example of content marketing for real estate is an agent sharing an article about HVAC systems or a checklist of questions to ask during an inspection. It’s something that’s useful to the audience, draws on the agent’s expertise, and rather than attempting to close a sale today, it builds the agent’s credibility over the long term.
Where does content marketing happen?
Content marketing doesn’t apply to only “official” business communications like email newsletters. Your tweets, Facebook shares, and LinkedIn posts can all be channels for content marketing.
Companies of all shapes and sizes use content marketing to build trust, credibility and increase name recognition. Positioning yourself as an expert in your field that can help clients and prospects solve their problems leads to business opportunities, revenue, and growth.
Why should we care about content marketing?
70% of consumers prefer to learn about a brand through content instead of ads. Produce content that shows clients and potential clients they’re more to you than just a sale. Show them you’re an industry expert who wants to help them with the huge life decision of buying or selling a home.
Potential clients can see a listing you post on Facebook and know you’re a real estate agent, but they won’t learn what makes you different than any other real estate agent. Which brings us to our next point...
How does content marketing help my real estate business?
Content marketing adds value to a client’s experience with you. It provides them with helpful tips and information related to your industry. Most of all, content keeps your name at the top of their mind.
Sharing home listings and open house info is important. You should promote your listings, but that information doesn’t add value for clients that aren’t looking to buy a house. However, information about ways to improve your credit score, design ideas for maximizing small spaces and practical advice for saving money, and appeal applies to people no matter where they are in the home buying process.
Okay...so, where do I begin?
“Easier said than done” is likely coming to mind for many of you.
Here’s a handy content marketing for real estate checklist:
- Post frequently: Stay in regular contact without overwhelming your network with non-stop communication. We’ve found a rhythm at OutboundEngine for social posting and email campaigns.
- Post interesting content: As we’ve mentioned, this is more than open houses. Interesting and relevant content positions you as an expert and a go-to resource for all things real estate.
- Track engagement: You should know how many people open your newsletters and when you have a hot lead that needs to be contacted.
- Keep going! Content marketing for real estate is a long-term game. Stick with it and you’ll see how keeping in touch increases engagement with your network.
Real estate agents know that their hard work pays off in time. It’s not a career for people who expect to sell a house their first day on the job. As a result, the best real estate agents know that building a client network and referrals comes through staying in touch, staying top of mind, and offering your network interesting content.
OutboundEngine can take the responsibility of content marketing off of your already full plate. Our in-house content professionals write, edit and automatically send emails to your network and keep your social media accounts updated with fresh posts. Schedule a free demo and see how content marketing for real estate can uncover hidden opportunities in your network.