As a real estate agent, a successful content marketing strategy can bring in leads and keep them coming back for more. It’s up to you whether you spend money on paid ads, time during your day coming up with new content that gets people talking about your brand, or paying for someone to do it for you.
But one thing still remains true: content is at the heart of your entire marketing strategy.
It’s still king because it works.
Content marketing for real estate agents is more than just a strategy, it’s the best way to reach your audience. So, it’s no secret that content marketing is one of the most effective ways to build trust with your prospects, establish yourself as an expert in your field and grow your brand.
It takes time, research and diligence to continuously know what works with your target audience. But when done right, content marketing will help you build a long-term relationship with customers, making them lifelong clients.
Content sets your brand’s standard with your audience.
Content marketing is a key part of any marketing strategy, and real estate is no exception. By producing content that helps people market their home, walks them through the nuances of being a homeowner or just genuinely connects with your audience, you gain credibility and authority in your industry.
You show them that you’re paying attention to more than just your bottom line. You’re also paying attention to theirs and listening to their pain points, not just making the sale.
In addition to setting the standard for buyers and sellers, your content also determines your reputation. In other words, if the content on your website seems low-quality or spammy, potential clients are less likely to contact you or take you seriously.
What types of content are people looking for?
What types of content are people looking for?
In the real estate space, there’s a lot more to creating content than just writing blog posts. In fact, the most successful real estate companies have an arsenal of different types of content—everything from podcasts and videos to infographics and social media posts. And yes, even engaging blog posts.
Even though videos, social posts, blog posts, and other dynamic content are essential, they need a few additional aspects to be top-quality and engaging.
Blog posts
Blogs are longer-form pieces that provide some sort of information on a specific topic. They’re usually broken down into multiple sections and written by one or two authors.
They’re great for getting acquainted with your audience before you ask them for something more time-consuming like an email address or phone number.
Videos
If you’ve got an affinity for photography and editing software, then you can try making short videos that explain certain aspects of buying/selling homes. However, if you prefer something simpler, there are plenty of video options available on various social media platforms.
For example, formats such as reels have made an incredible impact on reaching target audiences because of their ease of use and valuable nature. Reels are also readily available across many engagement platforms, making them heavily accessible to numerous users.
Establishing trust with your content marketing is a great reason to create content.
The real estate market is a tough one, and it’s not for the faint of heart. It takes a lot of hard work to establish trust with your prospects and clients. But creating and sharing the right content can increase their trust and familiarity with you and your brand.
Here are some things that you can do to help build trust with potential clients:
- Be candid about the value of your services. Don’t hesitate to make a case for yourself by highlighting what makes you different from everyone else in the industry—and why that’s important to them.
- Keep your messaging consistent across all channels. This doesn’t mean that everything has to be identical; just be sure there are no major discrepancies between what people see on Facebook versus Instagram, YouTube or even your website’s blog.
Search engines also value consistent content. The more valuable your blog post, social post, video content you produce, the more likely it is to be displayed in search results. - Be authentic in everything that you post. Authenticity is heavily valued among your target audience. Not only do they want consistency, they want to feel a genuine sense of relief when you provide them with valuable information.
There are many ways to create and share real estate content. But to get the best results, you need a great online content marketing campaign that’s genuine, candid, interesting and relevant. The more engaging your content, the more likely you are to build trust with potential clients, which can lead to more sales and lasting relationships.
