If you had the opportunity to drive thousands of qualified leads to your website for free, would you take it?
“Of course I would!”, you may be saying. “Why would I ever say no to that?”
And yet, every single real estate agent has the opportunity to do just that: drive thousands of qualified leads to their website for literally zero (or nearly zero) dollars.
How is that possible? Is anyone even doing that? And if they are, what’s the catch?
Bringing tons of new traffic to your website with content marketing
First, let’s get one thing out of the way. While content creation can be done for very little money, or even for free, it doesn’t mean that it doesn’t have a cost. The main cost of a content marketing strategy is time. You need to be willing, able, and disciplined enough to keep producing quality content regularly.
But does content marketing work?
Yes! Or course it does. In fact, most of America’s top producing agents, such as Ryan Serhant, Egypt Sherrod, and Pat Hiban have a strong content marketing strategy. And a big part of their success is their content marketing strategy.
In fact, agents’ websites that have an active content strategy have significantly more traffic and attract far more leads than those that don’t.
The reason why a content marketing strategy works in real estate is quite simple. The real estate process is complex, and home buyers and sellers have many questions about it.
And like the rest of us, one of the first places they will go for an answer is Google.
So if you were to anticipate and understand the kinds of questions buyers and sellers often have, you can create content which answers those questions.
This content can then be search-engine-optimized (SEO’d) so that it ranks as highly as possible on a search engine such as Google. That way there’s a greater chance that YOUR content will be the one that answers those buyers and sellers’ questions.
How does answering those questions through your content benefit you?
Because, if YOU are the person who solves their problem, you’ll prove your real estate expertise, and you’re more likely to be the person they go to whenever they have more real estate questions. And eventually, when they need real estate services, they will have a greater incentive to go to YOU, not someone else.
Makes sense, right?
So now that we know WHY content marketing is SO important, let’s take a look at the content creation process, which content you should be making, and how you should be delivering that content.
What’s the content creation process?
The content creation process has 3 main steps:
- Find a problem that lots of home buyers and sellers have.
- Create a piece of content that provides a solution to those problems
- Get this piece of content in front of those home buyers and/or sellers
It’s really that straightforward. Everything else is just details.
What Problems Do Buyers and Sellers Want To Solve?
Specifically, homeowners want to know how to:
- Increase their home’s value
- How to sell their home faster
- How to choose the right real estate agent
- Make the right decisions as a homeowner
Home sellers want to know:
- How to get the best price for a home
- How to get a mortgage with the best possible terms
- How to choose the right real estate agent
- Deciding whether to buy or rent a home
Of course, these are just a few examples. But the general rule is that both buyers and sellers have questions that are directly related to their financial, homeownership, and lifestyle interests.
Try this; take out a pen and pad of paper. Remember all of the worries, misconceptions, or problems you’ve run into with homeowners during the listing process.
Next, think about your real estate niche. Where do you have knowledge that no other agent does? In what ways can you demonstrate your experience and expertise that no one else can?
What Content Is Best For Real Estate?
There are dozens of content types out there, and as time goes by, new ones will emerge.
But 3 of the most effective ones for real estate are:
Blog posts and articles are one of the most popular content types out there. In fact, WordPress reports that 70 million new blog posts are created each month on WordPress alone.
While this number may seem intimidating and make you feel that you have ZERO chance of getting your stuff read, here are some reassuring facts.
First of all, the internet has an insatiable appetite for content. The supply of content may be high, but the demand is even larger.
Second, the majority of new content is not well written and is poorly optimized for search engines. But worst of all, most of the content doesn’t offer nearly enough value to keep the reader coming back for more.
In other words, it’s ABSOLUTELY possible for your content to find an audience, especially if your content is catered to your specific local demographic.
Infographics are the holy grail of shareable content.
Because infographics are easy to share on social media, they can be embedded in your articles, and they can direct more traffic to your website.
If someone likes your infographics, they can share it, link to it, or insert it into a blog post or webpage, and you’ll reap the benefits of more traffic and visibility to your website. What’s not to like?
Infographics are essentially a mix of quick-facts, edutainment, and statistics. It’s important to focus on the following.
- Beautiful Design – It’s all about presentation. A good and appealing design will draw more attention and will encourage your audience to share it.
- Valuable and Meaningful Statistics – Infographics can display a large amount of valuable information in a condensed package. Make sure you quote your statistics from authoritative sites, and you present them in an interesting way.
- Branding – Make it clear that your real estate company was the one that created the infographic.
Video is currently the king of content. Video combines visuals and audio in a way that writing simply cannot compete.
And in today’s busy world, people want to consume their content quickly; they want the cliff notes. That’s why you see all of those “one secret” and “quick fix” type ads out there. Speed is what people want. Take advantage of that desire with quick, punchy videos.
Here’s some tips when creating video content:
- Determine the core message of the video
- Create a storyboard to summarize your points and information
- Decide how you want to be perceived by your audience (demeanor)
- Keep filming until you get it right
A 5-minute video may take you up to a few hours to film if you have no experience on camera. But the more you do it, the better you’ll get and the faster the entire production process will be.