Why you need to have a plan
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.
PERFECT YOUR PACKAGING
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.
RESEARCH YOUR DEMOGRAPHIC
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.
CREATE A CONTENT PLAN
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