Growing your business in real estate generally means focusing on one of three things – increasing your staff, growing listings for sale or for the rent roll or growing your business footprint through new offices in new markets.
In most cases, the strength of your brand is what attracts new business and new staff.
Sharing useful and helpful information via content marketing can demonstrate the style of agent you are, and send a clear message to your community what type of agent you are, what your values are and what your business stands for in the community. You build trust, build your team and build your business.
Content marketing is one of the simplest tools for your business to attract staff, sellers, buyers and investors – you should consider content marketing as your silent marketer.
It’s easy to warm up your leads with content marketing – imagine the conversation you can have with a potential client when you say “what did you think about that article about how to buy an investment property” as opposed to saying “are you looking at selling your home”.
So what are the key things to keep in your mind when it comes to using content marketing to build your business?
Keep it relevant
Content with relevant information to educate and engage your clients is the best way to increase engagement and be considered a trusted source of property related information. Most people only buy and sell a property every 3-7 years – it is not something they are experts at – but you are. You can share your knowledge to demystify the process of buying and selling to alleviate any fears that a property seeker might have, and in the process increase their confidence in you as the agent they will use to sell their home one day.
Be the expert
Content marketing is the easiest way for you to demonstrate your knowledge and expertise about the property market, and answer any potential questions your client might have before they become your client. Building a relationship usually starts when you first meet someone, however with content marketing you can kickstart trust levels well before you lay eyes on your next client as they will have already formed an opinion about you well before you are knocking on their door for a market appraisal. By providing information on the process of selecting an agent already has you on the front foot as you are the expert who is not afraid to share their knowledge and experience.
Generate and nurture leads
The primary purpose of any kind of marketing is to generate leads and provide you with a way of nurturing those leads as buyers and sellers make their way around their cycles. Once you generate a lead from an open home for example, it can take months, and sometimes years for that lead to come back to you as a very warm seller. With content marketing you create a better way to keep leads engaged and interested in you and your brand than simply by sending an email each fortnight of your recent listings.
Sure it’s interesting to see how many properties are coming onto the market, but for the average passive seller, these kind of emails go straight to the junk folder. Not sending content that is interesting and engaging, such as what are the signs that you should sell your real estate, you run the risk of losing that lead to a competitor who is.
Increase traffic to your online “shop front”
The investment you make to your website is not insignificant. There is money, time, effort, patience and a lot of planning involved. Your website is where all of your current, past and potential customers will find information about you, your team, your listings for sale and rent, what has recently been sold, what your past customers have had to say about you – and most importantly, it is where they start to form their opinion of you.
Use content marketing to attract traffic to your website. By posting regular content you can improve your search engine ranking for people beginning their search for an agent, as well as provide a wealth of helpful information to those sellers browsing the net for the latest property related information.
If your social media posts are linking to articles and content hosted on portals or websites that are not your own, you are not only linking to your competitors, you have most importantly lost your opportunity to start building a credible, trustworthy relationship.
With Partica, you can have Content. Made. Simple.
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