A growing number of real estate agents use content marketing to stay top-of-mind with past clients and their sphere. Email, blogging, and social media provide inexpensive and effective ways for you to build your brand, provide ongoing value, and establish yourself as the local real estate expert.
The challenge is people are scrolling through almost 300 feet of web content every day – about the height of the Statue of Liberty!1 Meaning most of that content is ignored, and a lot ends up in spam or trash folders. So how do you make someone stop swiping and stop and pay attention to your content?
Start by following these five tips…
#1. Share your local market knowledge
According to consumer research from realtor.com®, 97% of consumers want their agent to be a local market expert, with 24% stating it’s the most important trait.2 To maintain your professional brand and establish yourself as the go-to local market expert, keep the bulk of your content neighborhood or real estate related.
Pro Tip: Consider posts that show your knowledge of the neighborhood and your target market. If you’re an expert on lakefront properties or sell a lot of high rise condos, share stories, photos, facts, news and client testimonials that show your expertise in that area.
#2. Answer common homeowner questions
What’s my home worth? What did 123 Main Street sell for? Should I sell now or wait until Spring? Is the market cooling? Should I replace the roof or update the kitchen before I sell? Use your blog, social media or regular emails to answer common questions from homeowners in your area. Give your readers value, not a sales pitch.
Pro Tip: Provide information your contacts can’t easily get elsewhere - like home selling prices and relevant listing updates. Buyers, sellers and homeowners want to understand the market. (Case in point: market reports and listing updates have 2.5x higher email open rates than typical real estate emails.)
#3. Speak to your target market
One size does not fit all. Take time to define your target market, or ideal clients: families in Sunnystreets Neighborhood? Millennial condo owners in Hip Downtown Area? Then focus your content on those people. The more personalized your content, the more likely they’ll pay attention.
Pro Tip: Use a tool like Market Snapshot® reports to send your contacts eye-catching and personalized email updates with the latest MLS data about their local market, plus new listings and sold properties that match the home they currently own, or an area of interest.
#4. Be consistent
Keeping a contact engaged for months or years can be hard. And with so much competition out there (2 million active real estate licensees in the U.S.!3), many agents find themselves forgotten between transactions. If you aren’t regularly engaging with your past clients you can’t expect to be remembered. Maintaining a regular cadence of relevant, branded content can mean the difference between repeat business and a lost opportunity.
Pro Tip: Use a real estate CRM to automate your email update and take advantage of tools that enable you to schedule social media posts in advance.
#5. Don’t reinvent the wheel
You don’t have to create all of your content from scratch. If you find a relevant article, story or infographic that your clients would get value from, share it on your social feed. Make sure you obtain permission or provide credit, if applicable.
Pro Tip: Looking for more content you can share with your contacts? Head over to hub.realtor.com/shareable-news for valuable content you can share on social media with the click of a button.
You can also search your local council meeting minutes for information on upcoming developments, permit requests or transportation upgrades that would impact your clients.
Want more information about Market Snapshot® reports and other Top Producer® tools? Call 1.855.534.5534 or email firstname.lastname@example.org.
1 Arabnews.com, April 2018
2 2018 Profile of Home Buyers and Sellers, National Association of REALTORS®, 2018
4 Quick Real Estate Statistics, National Association of REALTORS®, 2018