Content marketing is an incredible tool when it comes to getting your real estate business out there, and many agents build their businesses on its concepts. And it’s all in the name: “content marketing” is the idea that you can attract clients through sharing valuable content. When it comes to real estate, this means showing off your business through various types of content that you’ve created.
“Content” might refer to blog posts, videos, podcasts, infographics, great photos, etc. Maybe this means that you’re sharing blog posts about tips for buyers or sellers, or writing about your favorite parks in the neighbourhood you work in. Maybe you’re creating Q&A videos answering common questions you receive as a real estate agent, or maybe you’re sharing before and after photos of a home you recently listed. These are all examples of different types of content, and each example offers your business a few powerful benefits.
Here are 4 Powerful Benefits of Real Estate Content Marketing For Your Real Estate Business:
- Show off your expertise.
Creating valuable content is all about showing off your knowledge. When people see you as a trusted resource, they’re much more likely to come to you when they need help. Use content as a way to position yourself as an expert in your specific market, and as a way to stand out from the competition.
- People can get to know you.
Many agents are afraid of putting themselves out there, because they don’t want to do or say something to turn people away. But by making your personality part of your brand, you’re working by attraction! People can get to know you through your content, whether you’re on video or sharing tidbits from your life on social media. Now, it’s true that not everyone will like you (‘tis life!), but many people will, and many of these same people will want to work with you as a result.
- You can build your trust with people.
Building off of #1 and #2, putting yourself out there more through various types of content will help build you trust with people. Not only are you sharing your expertise, but you’re also sharing your personality and being honest about who you are. If someone has been following your blog, your Facebook, Instagram, and watching your videos for a year, they’ve already built up some level of trust with you. When you meet them for the first time to discuss their real estate needs, the trust has largely already been established.
- You can stay top of mind with potential clients.
When you’re a real estate agent, if you don’t have a home to sell, then what are you going to talk about in your marketing? How will you attract, and keep people’s attention? This is where content marketing comes in! There is always something to talk about, whether it’s real estate-focused (like a new housing development or an up-and-coming neighbourhood) or community-focused (like the best restaurants with outdoor dining options, or tips for finding the best ice cream in town). The great thing about community-focused content is that anyone could be interested in this information, whether or not they’re buying or selling a home. If you can get them to pay attention to your content, then when they are ready to buy or sell… guess who will be top of mind? (Psst… you!)
Content marketing is all about reaching a new audience, and then nurturing those people with valuable information and entertaining tidbits. Building trust can take a long time, but it’s worth it to have a steady pipeline of clients who want to work with you because they admire your expertise and like you as a person!
A great place to start with all of this is on Facebook. You can even start your content marketing strategy if you only have a Facebook page!