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Rigor about listing data accuracy is especially critical, since this is, of course, the key content that brings customers to REALTORS® sites. “When information comes directly from the MLS, accuracy is not an issue, but IDX rules allow data to be three days old,” notes Beardsley. “In this day and age, that doesn’t cut it.”

In addition to keeping content fresh, it also needs to be right for your site and the customers you want to attract. “REALTORS® need to find a way to share appropriate content with their clients and prospective clients in such a way that showcases their unique value proposition. Just reposting content with no connection to the agent may not be best for the agent or consumer,” advises Gary Scott, president of Long & Foster Real Estate.

Social media is a great place to assert your expertise in a particular community, build trust and confidence, and establish connections with potential customers. If there is a Facebook page dedicated to your community or niche, join it and get active,” suggests Beardsley. “If there isn’t one, start one. Set it up as a content source, not an advertising site, in which community participants can learn about you as a broker based on their experience of your participation in the site.”

Marty Frame, president of Realtors Property Resource®, also encourages REALTORS® to be involved as leaders in their local communities and to generate content based on this premise. “If you’ve got something to say about the community, say it. Keep it local and relevant, but spare me the recipes for pie, packing tips or instructions on how to get a mortgage. That basic content 101 is ubiquitous,” he says.

Who Has the Time?
Keeping content fresh requires updating it frequently. “The challenge for agents and brokers is to find the time to write all that content and do it well,” says Woolley. “It takes a certain skill set to be able to write content. Not every agent is great at that.”

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