12 Nov 2018

If you’re a REALTOR® looking to attract more clients and convert them into done deals, content marketing is a valuable tactic you should use to help you along the way. There are loads of different types of content you can use — captivating photography, buyers’ guides, personalized resources, and short blog posts are just a few of the many formats which can be used without being a marketing

When done right, content marketing can be used to demonstrate expertise and get a foot in the door with both buyers and sellers. Read on for some key tips to get you started on the right foot.

Publish Educational Content
Are you an established REALTOR® with intimate familiarity of the local real estate market? Or, are you a relocating agent able to offer a different perspective based on your experience? Regardless, you have something unique to offer.

Educational content is a form of content marketing which allows you to gain leads based solely on your existing knowledge. By writing blog posts about everything from local neighbourhood information to land transfer tax and mortgage rates (and sharing them on social media), you can capture possible clients who are searching for these topics. By grabbing their attention when it is convenient for them, you are more likely to have them reach out to you for more information.

Use the Right Media for the Right Impressions
With the power and user-friendliness of today’s smartphones, photo and video production is always in the palm of your hand.
Content shouldn’t consist of just a wall of text. All humans are visual creatures, so take advantage of it.

You can enhance your written content directly with original (not stock) photographs, infographics, and short video clips. You can include walkthroughs and floorplans of your listings, collages of your past sold properties, beautiful shots of home staging, photos of happy clients, and so much more.


Combined with written content, you can use these visual content formats to complete excellent multimedia experiences. It requires a bit of work, but it is by no means difficult — all you need to get started is a smartphone!

Get Your Content Out There
If you have something to share, getting your content out and in front of your audience is the next step. There are plenty of tools and resources available at your fingertips, with options for both the tech newbie and the social media whiz. For example, you can post your web content on easy-to-use website hosting platforms like Squarespace (no coding required) and WordPress, the latter of which is free to use. Then, link to this content in social media posts on Facebook and Twitter. Your website and social media channels are publishing platforms entirely within your own control, so take advantage of them. Remember — all you need is a smartphone.

Additionally, look for creative ways to capture a new audience. Pitch a weekly column to a local paper. Post a real estate “Ask Me Anything” on your local city’s subreddit. Film home inspection walkthroughs and upload them as a video series to YouTube. Your ideas, insights, and perspectives have merit, so look for every opportunity to share them. Your efforts will not go unnoticed!

Take Advantage of Online Marketing Tools
It’s hard to adapt to new technology when it seems like there’s something changing every day. That said, the most effective way to market content is online. With intuitive tools like Google Analytics, finding out what content appeals to your audience and how they interact with it has never been easier. In addition, website hosting platforms (WordPress, Squarespace, etc.) allow you to view analytics to see which pages
are getting views, how frequently users are visiting, and even what days your content experiences more traffic. All these statistics are free and easily accessible, so make sure to take advantage of them.

These powerful tools can give you the edge in getting your content noticed. Simply check the data they provide and build your strategy around it. For example, if you notice there are fewer website visits in the middle of the month, try adding an extra blog entry to see if you can keep your audience more actively engaged. Of, if you see that most of your content views come in the evening, post more in the evening
and less in the morning.

Link to Your Content

Regardless of whether you write posts for Facebook audiences or present your ideas in-person at events as a speaker, you need to direct people to your content and online profile. By including your website on your business cards offline and linking to appropriate content in social posts, providing a guided path instills confidence in your professionalism. Another effective approach is to produce email updates and
newsletters for users to subscribe to, which allows you to deliver content straight to their inboxes with links to your website and full articles/posts. Additionally, when writing a blog post, always make sure to link to previously published content to keep your readers engaged and help direct them deeper into your website.

Use Call-to-Actions (CTAs)
Call-to-actions (CTAs) are vital phrases that entice readers to take the desired action on your website or social profile. REALTORS® can use CTAs at the end of compelling content to guide users towards signing up for a free consultation, downloading an e-book comprised of tips and tricks for others in the industry, and much more. CTAs such as “Book Your Free Consultation” and “Sign Up for Listing Updates” for
newsletters are most useful as they are straightforward and to-the-point. When it comes to content marketing, you want to inspire readers to stick around and engage with what you have to say, but the ultimate goal should always be converting visitors into clients. High-quality content supported by strong and intentional CTAs will deliver a steady flow of leads into your sales pipeline.

As the market becomes more and more saturated with competing agents, not to mention the allure of FSBO, it is becoming harder than ever to stand out in the crowd. Content marketing is now an essential tool for demonstrating your expertise, attracting more sales-ready clients, and closing more deals.

Want to learn more? Continue to our Social Media for REALTORS® 101 article here.

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