There has been a lot of talk about content marketing lately – what it means and how it can help you. Let me explain it from the perspective of what you do now, and how just a few small changes can transform how you are perceived in the community.
If you’re like most agents, your brand marketing consists of advertising in the local paper usually with an image of you and your team. You’ll include some of your recent sales that reached a record price, and most likely a recent award of your team being the “Office of the Year”.
You might also be sponsoring your local surf life saving club or junior football club, which often results in your logo being used at events as well as on their website, or a mention in their newsletter to members all designed to keep your brand relevant to your local community.
You have no doubt pounded the streets with letterbox drops, knocked on doors and even downloaded an owner list from one of the data providers and done some direct mail to local property owners.
While all of these strategies have worked in the past to some degree, the common thread is that they are all about you. Your properties, your sales, your awards, your team – this marketing definitely proves your credibility but does not really make a lasting impression.
Unless a property owner is ready to act when they get your message, it is quickly forgotten, and in most cases your competitor is doing exactly the same thing as you.
So how do you stand out?
Make it about them – the vendor, the investor, the buyer, the landlord. Send out information that is helpful from you, not about you. Share informative and educational content that resonates with property owners in your newsletters, emails, letterbox drops, blogs and social media posts.
Include an article about what it’s like to live in your suburb, educate them on how to improve the value of their home, share some simple renovation or styling tips – be a source of information, be an educator and show your property owners they are the centre of your business.
Making the small change of sharing informative and educational content, you will see your persona change from being that of an agent, to that of being a property professional – a trusted advisor that people will turn to for advice.