By Geneva Ives
Content marketing is a marketing technique that uses relevant and valuable unique content to attract potential customers. By creating and sharing content that real estate consumers want access to – like first time buyer guides, market updates, and ‘how to’ videos – you give the consumer a reason to see value in your company. Content marketing builds trust, establishes your expertise, creates engagement opportunities and drives organic traffic to your business.
Why should you get on board? Because traditional marketing is losing its grip on modern consumers. We recycle junk mail, fast forward through commercials and ignore banner ads. Content marketing attracts consumers to you because you are offering them something they are actively seeking out, rather than driving them away with obvious sales language. Content marketing also gives leads a chance to get to know, like and trust you through your content. This will make them more likely to become not just leads, but clients.
Don’t let content marketing intimidate you. You’re probably doing it already. Have you posted home selling FAQs on your website or hosted a webinar? Shared construction resources or school district tips? Congratulations, you’re using content to your advantage already!
Real estate is a great industry for content sharing because the market is always changing. The key is to make sure your content is unique so it stands out among all the ‘noise’ on the Internet. To ensure that your content marketing efforts achieve optimal results, follow these three easy steps:
When was the last time you did a global overview of your website and marketing collateral? Make time to review and update everything. For one thing, search engines love fresh content. For another, your potential clients are looking for current information. Replace broken links on your website, edit outdated rates and statistics, and make sure all of your collateral has a cohesive look and feel. If your content isn’t accurate and doesn’t represent who you are as a professional, there’s no sense in putting it out there.
Now that all your existing material is up to speed, it’s time to create something new. Ask yourself who is my audience? What problems are they faced with that I can help them solve? Give them the information they’re looking for to get more eyes on your business. If you specialize in single family properties, consider adding a local event guide to your website. Condos? Write a blog post about the services covered by HOA fees. If you sell oceanfront homes, make a video featuring the top five beaches to attract prospects who are new to the area.
Not feeling creative? Try posting client testimonials or interviews. Leverage the power of content marketing by seizing any opportunity to showcase your knowledge of real estate in general and your neighborhood in specific.
Here’s where all the magic happens! Use the power of social media to distribute your content to your sphere of influence. Post catchy headlines on Twitter with links to your blog posts. Share articles and videos on Facebook. Pin infographics on Pinterest that link back to your website.
Then listen. If someone has a question, answer it. If someone shares your story, thank them. This kind of engagement indicates that consumers are interested in what you have to say. If they’re interested in what you have to say, they’ll be more likely to show an interest in your brand. 61 percent of consumers feel better about a company that delivers custom content and are more likely to buy from that company.
To be a good social media participant, you should be sharing others’ content, too. Retweeting and reposting valuable information from thought leaders in your industry – essentially content curation – is part of a healthy content marketing strategy. It shows you have your ear to the ground, provides additional content to your followers and opens you up to new contacts.
Don’t forget to create a schedule that reminds you to share content regularly. For a visual of the best times to post, click here.
Geneva Ives is the marketing writer for Point2.
To learn more about online marketing tools for real estate, visit www.Point2.com.
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