We offer free webinars for Real Estate Agents with tips on using social media to grow your client base, and other trending topics.
Consumers read blogs, watch videos, visit Facebook, check Twitter, peruse through Instagram and use Snapchat like crazy — but do you know where your target market likes to hang out online? Do you know where to look to find your people? And if you do, do you know how to speak their buying language?
Do you know where your target audience goes for information? Do you know exactly what you want them to know and do?
If you can’t answer all of these questions, your marketing probably isn’t as effective as it could be. Today’s consumers seek and soak up content now more than ever before — that’s why real estate agents need to create and disseminate their content the right way. Here’s how to create amazing real estate content and distribute it so that it reaches your target audience — and speaks their language — quickly and effectively.
Homebuyers and sellers are going online to search for everything, so that’s where you need to be. When I first started in real estate, my broker gave me a desk, a phone and a pen and said, “OK, go sell houses.” I would open the local newspaper every day and go through the for-sale-by-owners (FSBOs), then I would start with the A’s in the phone book. Working with that phone book was tedious and boring — but that book was my bible.
The internet has changed all that for everyone, from millennials to retirees. Consumers now depend on search engines to find out information on products that they want to buy, so you need to create enough content to appear front and center, and then keep making it stronger so when your people search for homes or anything related to real estate, they find you — always.
Gary Vaynerchuk says we should be thinking of ourselves as media companies. Think of yourself as a media company. I don’t get up every day and think about selling real estate — I think about how I am going to connect with the people who are interested in real estate in my area. What do they want to know about real estate today to help them make decisions?
Technology has given us the opportunity to connect with people we wouldn’t otherwise meet. Think about your own life — who have you met virtually? Who do you know that you never would have known if not for technology and the internet?
Chris Smith says Facebook is the internet, and he is right in so many ways. It really all starts with Facebook, but you must understand how all of it connects and shares and weaves together to form this huge wonderful web.
Marketing content should build credibility, provide value and be relevant to the audience you are trying to reach. Create content that people want to share, content that makes people think. Make sure that what you are sharing is informative, funny, cute or important to health and safety.
You want your content to be like the encyclopedia of real estate and the road map to your community. The content you provide should be a place people can get lost in because the information is that good. When they want a great restaurant, they’ll think of you; when they need a trustworthy plumber, they’ll think of you; when they need anything, they’ll think of you because you’ll have become the “mayor” and connector of your community.
Convert browsers into buyers by creating interest because you provide relevant content that creates a lead. Then you keep giving that person valuable information, and when they are ready to buy, you’ll be their hero.
Create evergreen content — content that gets bookmarked and won’t expire. Content that generates web traffic should attract, educate, establish you as an expert, build buzz, build a fan base, inspire and give hope. You want your target audience to have the opportunity to get involved, ask questions and become fearless because of their new information arsenal.
And another thing: Let them get to know you. Be someone who is in their living room, at their office or with them at Starbucks. Make sure they know you, trust you and like you.
Develop a buyer profile for who you are selling to so that your content remains perfectly tailored. Know their needs, wants, likes and pain points. Be familiar with different personalities in your target audience too. Listen, watch, look online, talk to people. Eavesdrop at Starbucks. Check out the language used on social sites (it will tell you a lot about your customers).
Your audience determines your voice, but be authentic and have opinions. You are not going to be everything to everybody so be you and attract the people who will relate to you. Don’t give cookie-cutter information — be unique, transparent and show your value to the consumer. Be real.
Before you start shooting new videos, writing new blogs and dreaming up new campaigns, look at what you already have in each category and demographic you want to focus on. Great content does not have a shelf life — it’s timeless. Don’t look at a single campaign or season — think about what is important to people who buy your product and what they need before, during and after the transaction.
Take your content and give it many lives: a blog can become a video, an email, a newsletter, an article, a handbook, a white paper and a meme!
Create a publishing schedule. I borrowed this one from Russell Sparkman of FusionSpark Media and tweaked it a bit — you can tweak yours to suit your personal needs too.
Here is my simple schedule:
Leslie DeLuca is the broker-owner at DeLuca Real Estate in The Monterey Peninsula in California.