Content marketing is a strategic marketing approach that is focused on the creation and distribution of valuable, relevant content on a regular basis with the aim of driving profitable customer action. Having a strong content marketing plan in place is essential for your real estate business. Helpful, unique content will:
- help to position you as a useful resource
- increase your website traffic
- do wonders for your brand credibility
- position you as a property and area specialist
It can be challenging to come up with unique real estate content on a regular basis, but here are a few great sources that will provide you with inspiration on those days that writing seems impossible.
1) Convert your mailbox into content
Your mailbox is a great source of inspiration. Look at the questions that your clients ask frequently and create a list of possible content topics to cover. Have a look at your replies - chances are that you've already provided your clients with comprehensive answers. These can be edited slightly and used as content on your real estate website.
2) Ask your audience
You are writing content to benefit your clients and prospective clients, so why not ask for their input? Asking them for topics that they would like more clarity on is an effective way of getting more ideas on what to write. There are many ways to do this: you can ask on a blog post; via email; on social media; or any other medium where you can easily engage with them.
3) Consider guest posting
Writing content regularly can be time consuming, so why not consider guest posting? Ask experts in the real estate industry (or even agents in your branch with a knack for writing) to write valuable content pieces for your website. This is beneficial for both parties as it allows your guest writer to gain recognition, while you have fresh content at your disposal.
4) Update old posts
Have a look at the topics that you've covered in the past. Sometimes the content is outdated or you have new insights to add to it. Create a new post to accommodate these changes and share it with your audience.
5) Provide practical advice on easy topics
Things that are obvious to you are not necessarily obvious to your audience. Give practical and simplified advice that will truly help them with the home buying / selling / renting / letting process. Sometimes easy to follow guides are what helps people most.
6) Create focused posts
Keep your content well structured and focused. Focusing on too many elements all at once will make it difficult for your clients to find the information they need. In addition it will also be difficult to come up with a representative title that will persuade people to click through and read your content.
Avoid, for example, writing a general "property tips" post for landlords, tenants, buyers and sellers all in one - rather break it up into 4 different posts. This will give you more content to work with, and it will also allow your audience to read what is truly relevant to them.
7) Make a resource list
Any topic requires some research. If you stumble across something that might be useful to your audience, share the love and provide links to these resources. These types of posts can be updated regularly as you find new, relevant information.
*Remember to set the hyperlink to open in a new window, so that your website visitors do not navigate away from your website.
8) Curation Posts
Making time to write, especially if it is not your main area of focus, can be difficult and you will often have weeks where you just don't get to it.
In these cases, curation posts are very effective. Find a news article or post relevant to your target audience and write a small paragraph explaining your opinion on the topic. You can also include relevant tips or other insights that will add value to the article.
*Always remember to specify the source.
9) Utilise your Facebook feed
If you follow various property news pages on Facebook, you will often see great content ideas in your newsfeed. Look at the latest trends and concerns and structure your posts around these. Additionally, if you have many friends in the real estate industry, they might also post interesting links that you can use for content ideas.
10) Debunk common real estate myths
There are many misconceptions related to the real estate industry and you have probably encountered a few of them when dealing with clients. Tackle these misconceptions by creating informative posts that will create informed clients.
For example: "When selling a home, price it to leave room for negotiations". Here you can elaborate on the importance of correctly pricing a home and the frustration that might be experienced by sellers if they overprice their home.
With the internet being so easily accessible by your prospective clients, it is more important than ever to establish a strong online presence. It is vital to create content on a regular basis to remain relevant in the competitive world of real estate. Be the brand that people look to when they have property questions by offering a myriad of property related articles. If you get stuck for content ideas, refer back to this guide for some inspiration.