Have you ever read a post about real estate marketing and wondered how this all fits together?
So today, I'm going to break down the essentials of an online content strategy in real estate. And then show you how all these pieces fit together.
Here's a video explaining the entire process specifically put together for the RESAAS audience:
Step 1. Your Lead Capture Blog Is The Hub
Content marketing in real estate is all about building traffic funnels that get people to your hub. And the most profitable place to drive people is typically your blog or website.
Simple. A properly designed real estate website can convert more visitors into leads than any Facebook, Twitter, or other page online. Plus, there are always new lead capture tools that you can use to boost this number.
Here's the thing:
In order to get people to your website, you need a competitive advantage. You need something on your site that no other site has.
For agents, this typically resides in the form of putting blogs or videos on your website.
You want to create content that answers the questions of specific clients. When it comes to blogging, the more specific your answers can be, the more successful your content will be.
A good real estate blog will include the following:
- A video where you specifically answer the question an individual had
- Around 1,000 words of text content
- 2-3 images
- Links to other blogs on your website
- Mentions to 3 active industry experts
You'll want to pay attention to the last point in that checklist. Why is that item so important?
Let's get into that...
Step 2. Give To Get With Social Media
Do you see how I told you to mention industry experts on your blog post? The reason for this is that through mentioning them on your blog, you've built in social media shares to your post.
Let me explain:
If you link to RESAAS or Easy Agent Pro in a blog post, they will (9 times out of 10) share that post. Plus, it will give you a reason to email them and start collaborating on feature efforts to help your marketing.
It will also give you something to say on social media besides: "Come read my post."
Marketing is saturated today. What you need to do is become the connector online. You want to provide value to your prospects by answering their questions. And then you want to provide value to other active real estate bloggers by giving them mentions.
This will yield 2 things for you:
- Trust and Traffic with your audience
- Mentions and links from trusted industry experts
In essence, you're creating a loop that can't help but create social media buzz around your content.
Extended further, I suggest posting your content on Facebook, Twitter, and Pinterest. But you want to take this "give to get" mentality to these social networks.
Don't just post your content! Share other experts content and tag them. They will (most likely) return the favor.
Additionally, you can reach out specifically to your prospects on Twitter and engage in conversations.
At Easy Agent Pro, we find tweets from agents who just had closings today. And I send them a personal video from myself. We actually take the time to reach out to individual agents, find a tweet of theirs that makes sense to reply to, and create a 15 second Twitter video congratulating them on their closing.
Real estate agents have such an opportunity to reach out to people! You can search Twitter for people close to you talking about buying and selling. On any given day, there are 1-2 people tweeting about topics like this around you. Send them personalized videos! If there are people talking about home repair, send them a video and a link to an article solving their problem.
I seriously encourage you to try this. The engagement and indirect readership you'll accrue to your blog is incredible.
No one is taking the time to manually outreach to their prospective clients.
Will you go the extra mile on social media to reach out to them?
Step 3. SEO And That Golden Egg
The last thing to consider with your content marketing strategy is SEO.
Here's what most agents get wrong about SEO:
They target the biggest, most obvious keyword they can find.
This is completely backwards. You want to find the most niche, un-obvious keywords possible.
Has a builder started a new community? Create a page on your website for that keyword!
Is there a new condo in town with a lot of units? Create a page dedicated to that keyword!
Is there a niche neighborhood you specialize in? Create a page for that keyword!
We have seen clients who target keywords like this consistently get onto the first page of Google in weeks.
The reason for their rapid success is that they are filling a void in the market. They are creating helpful content that gives value to Google users.
Finally, when it comes to content marketing, you are playing a long-term game. You are looking to build up a bunch of little articles and videos online that lead people back to your website. And then capture them into your database.
This takes time.
But the results can be rewarding in the long term.
The nice thing about this type of marketing is that it is very complimentary to old-fashioned lead generation. You can invest time into lead generation now while you get your content marketing going. Then, you can reap the rewards of inbound leads later.
The thing to remember is that you always have to keep learning how these tactics are evolving.
For proof that these ideas work and for that example I told you about in the video, watch my interview with Ryan Fitzgerald here. Ryan has built up a steady stream of inbound clients simply by executing on these points I show you above.
Tyler Zey writes about real estate over at East Agent Pro. He's passionate about helping Realtors see success online. (You can register for his free real estate marketing course here.)
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by Jennifer Snyder