Why you need to have a plan

Elite Agent - - MARKETING -

WHEN USED TO its max­i­mum po­ten­tial, con­tent mar­ket­ing can mean big ben­e­fits and more ven­dor in­quiries for your real es­tate busi­ness. Me­lanie Hoole ex­plains.

Com­pared with many other in­dus­tries, such as mo­tor­ing, travel and in­sur­ance, real es­tate is still lag­ging be­hind when it comes to con­tent mar­ket­ing. A softer ap­proach than di­rect sell­ing, con­tent mar­ket­ing is about shar­ing use­ful, com­pelling and rel­e­vant in­for­ma­tion that’s of value to po­ten­tial ven­dors.

Time is of the essence, and the first mover can still gain an ad­van­tage. Agents and agen­cies need to put the con­tent mar­ket­ing wheels in mo­tion now, to cre­ate a size­able gap be­tween their brands and those of their com­peti­tors.


First and fore­most, con­tent mar­ket­ing is about build­ing trust. It al­lows us to show­case our tal­ents to po­ten­tial ven­dors be­fore they even meet us.


Whether it’s through the writ­ten word, vis­ual im­agery or video – the me­dia and for­mats will con­tin­u­ally evolve – you need to pack­age your knowl­edge and ex­pe­ri­ence in a way that pro­vides value to any­one think­ing of sell­ing their prop­erty.


Ven­dors may openly en­gage with you or ca­su­ally fol­low you from the side­lines but, week by week, month by month, con­tent mar­ket­ing will help you be­come more vis­i­ble to your prospects and al­low po­ten­tial sell­ers to iden­tify them­selves to you through in­bound in­quiries.


Con­tent mar­ket­ing pro­grams vary greatly from agency to agency and from agent to agent, depend­ing on the com­mu­ni­ties you serve. How­ever, you can fol­low a num­ber of key steps to en­sure you ex­e­cute them well.

First, you should an­swer these ques­tions: • What’s the prop­erty ‘sweet spot’ for your area? What types of prop­er­ties sell most fre­quently and are in high de­mand? • Who lives in those homes? Are you tar­get­ing owner-oc­cu­piers or in­vestors? Sin­gles or cou­ples? Grow­ing fam­i­lies? Empty-nesters? Re­tirees? El­derly res­i­dents mov­ing into aged care? Once you have the an­swers, you then need to iden­tify the life events that trig­ger the need to sell.

Armed with this in­for­ma­tion, form­ing a tone of voice for your brand – an in­te­gral part of your con­tent strat­egy – be­comes much eas­ier.


Next, de­velop a strong con­tent plan with the fol­low­ing com­po­nents:

– Com­ing up with con­tent top­ics is pos­si­bly the most im­por­tant stage. It’s im­por­tant to re­mem­ber that your ob­jec­tive is to gen­er­ate ven­dor leads, so avoid top­ics that ad­dress only buy­ers’ con­cerns.

– In what for­mats will you de­liver your con­tent? Whether

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