What is local real estate content marketing (and why is it so important)?
Local real estate content marketing is all about:
- Attracting
- Educating and
- Converting leads in your local community
It is not about forcing a sales pitch on people or constantly sending out information on up and coming open homes or recently sold properties, but rather it’s providing truly valuable, relevant and consistent content to your prospects and customers. To help them solve a problem or understand a situation better.
Local real estate content marketing enables you to engage and attract prospects, nurture and convert leads and increase sales and properties under management.
Strategically planned and executed content marketing helps to position you and your agency as THE real estate thought leader in the local community. The end result is when that local is looking for someone to sell or someone to manage their property, you are the person they contact – you are their go to agent.
A years worth of content is being uploaded every second
Let’s look at that statement for a moment. A years worth of content is being uploaded every second! Doesn’t that just blow your mind!
As you’d know so much of the content you’d receive is garbage. It’s irrelevant junk that no one reads or engages with.
Most companies and to be honest most real estate agents, fall into this bucket. They are sending out loads of information, latest listings, open home times, recently sold properties, all the time and mostly it’s not relevant or valuable and therefore drives no real, tangible results.
But imagine if your customers look forward to receiving your marketing? What if when they received it, via print, email on your website they spend 15, 20, 30 minutes reading it. What if they shared it with their friends, wouldn’t that be magic! This is where strategically planned local content marketing fits in.
As a real estate agent, who’s success or failure often comes down to how respected and trusted you are in the local community, good content marketing that connects with your local audience can dramatically increase your credibility in the neighbourhood and make a huge tangible difference to the number of leads in your pipeline and how quickly they convert.
With 81% of your community jumping online and researching you and your competitors even before they have invited you in for an appraisal, you need to make sure your content is selling you and your credibility 24 x 7.
What are some examples of real estate content marketing tools?
A good content strategy will have a mix of different types of content, each with a particular focus and message. It may be to share knowledge, offer advice, entertain, create an emotional connection, share information, the list goes on. But it must be consumable and offer some type of value to your audience otherwise it isn’t worth producing and you won’t see tangible results.
Whilst this certainly isn’t a finite list your local strategy could include:
- Local Blog articles
- Local market reports
- White papers
- Real estate market commentary
- Home selling webinars
- Testimonial Interviews
- Case studies
- How to sell videos
- Social media marketing
- Nurture Emails
- Infographics
- Podcasts
