How to be­come the lo­cal ex­pert

Elite Agent - - CONTENTS -

CON­TENT MAR­KET­ING IS the cur­rent buzz­word bouncing off the walls of con­fer­ence rooms and be­ing dis­cussed by busi­ness coaches around the coun­try. How­ever, most agents are still con­fused and over­whelmed about what they need to do to make a start in this fast-paced dig­i­tal world of mar­ket­ing. Data ex­pert Nathan Krisan­ski ex­plains.

The phrase ‘con­tent mar­ket­ing’ gets used to de­scribe strate­gies for ev­ery­thing from blogs, vlogs and pod­casts to Face­book, Twit­ter, Pin­ter­est, Snapchat, mes­sen­ger bots and other forms of con­tent de­liv­ery. Yes, there are a lot of ways to share your con­tent, but this isn’t con­tent mar­ket­ing.

Con­tent mar­ket­ing is the idea of pro­vid­ing real value to your po­ten­tial client be­fore they have a re­quire­ment for your ser­vice, so when the time comes they al­ready know you and your brand and may not even con­sider other op­tions.

Con­tent mar­ket­ing in real es­tate is about be­ing the lo­cal mar­ket ex­pert for your area by shar­ing truly valu­able in­for­ma­tion with your clients so they trust you to pro­vide them with the right ad­vice.

If you don’t be­lieve me that be­ing the lo­cal mar­ket ex­pert in the dig­i­tal space will grow your busi­ness, then just stop read­ing now. I have noth­ing more to say to you.

Good, you’re still here. Let me share with you my tips for be­ing ef­fec­tive in this space with­out be­ing bogged down in ar­gu­ments about Pin­ter­est vs In­sta­gram.


1 WRITE A LIT­TLE If you don’t have a full-time con­tent writer, like most of us, then you will be the one writ­ing con­tent. But make life easy for your­self and use the tools and con­tent al­ready avail­able to you.

Your prop­erty data sub­scrip­tion will in­clude tools for build­ing sub­urb re­ports or sub­urb statis­tics. You don’t need to be an econ­o­mist; just pick a sub­urb each week, find a statis­tic and write a para­graph ex­plain­ing it. At­tach the full re­port or video to the post and you’re done.

Did you just get a new tes­ti­mo­nial from your last sale? That is a piece of con­tent worth shar­ing. In­clude a link to the ‘sold’ page on your web­site.

2 CON­TENT FOR CHAN­NEL The dif­fer­ent chan­nels you use de­ter­mine the type of con­tent you want to share and the tone of the con­tent.

Face­book is great for photos and videos. PDF re­ports and text-based con­tent don’t work as well here. Clients will see your posts be­tween photos of ba­bies and their friends do­ing fun things, so make your

Con­tent mar­ket­ing in real es­tate is about be­ing the lo­cal mar­ket ex­pert for your area by shar­ing truly valu­able in­for­ma­tion with your clients.

posts fun and light-hearted.

If you have video con­tent, post it to YouTube as well. YouTube is the sec­ond most-used search por­tal in the world and Aus­tralians now watch over three hours of video con­tent each day. Hint: if you’re not creat­ing video con­tent, start.

Your web­site is where your clients go when they want more de­tailed in­for­ma­tion, so longer posts and PDF re­ports can work well here.

3 CRM Your CRM needs to be the cen­tral place for all your con­tacts. En­sure all of your ex­ter­nal touch points (open homes, di­rect emails, so­cial me­dia con­ver­sa­tions) end up here.

Set a rule with your­self or your of­fice to link ev­ery con­tact with a prop­erty, ei­ther owned or rented, or a sub­urb. Hav­ing this ba­sic in­for­ma­tion will al­low you to cus­tomise your con­tent to make it more rel­e­vant, and there­fore more valu­able to the client.


MEA­SURE! Keep in mind your goal is to be the lo­cal mar­ket ex­pert. I rec­om­mend the met­rics be­low as they have a di­rect cor­re­la­tion to the ROI for your con­tent mar­ket­ing ef­forts. Avoid ‘van­ity’ met­rics like Face­book post likes or YouTube views. Th­ese may make you feel good, but they are dif­fi­cult to re­late di­rectly to busi­ness growth. Mea­sure your suc­cess by:

Data­base growth – the num­ber of peo­ple in your CRM with a con­tact phone num­ber and email ad­dress, and linked to a prop­erty (owned or rented) or sub­urb.

This in­di­cates you are reach­ing new po­ten­tial cus­tomers who will be­come real cus­tomers in time.

Email open rate or click rate – the per­cent­age of clients who open emails from you and click on links to down­load a re­port, watch a video or con­tact you di­rectly.

This in­di­cates whether the con­tent you are send­ing out is be­ing seen as valu­able by your clients.

Nathan Krisan­ski is the CEO and Founder of HomePrezzo, a dig­i­tal mar­ket­ing com­pany for real es­tate. He has over eight years’ ex­pe­ri­ence in real es­tate tech­nol­ogy, work­ing with com­pa­nies in­clud­ing CoreLogic RP Data, Ray White and Agent­Box. Nathan is a con­sul­tant, trainer and presenter spe­cial­is­ing in data vi­su­al­i­sa­tion, data strat­egy, data-driven mar­ket­ing, mar­ket share and growth.

Set a rule with your­self or your of­fice to link ev­ery con­tact with a prop­erty or a sub­urb.

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