For real estate agents, your name is your brand. A strong brand distinguishes you from the competition and positions you as an expert in your community, allowing you to leverage your name to get quality real estate leads that are more likely to convert.
That’s why every marketing strategy you employ should help build that name brand. You need to generate trust, establish your authority, and create authentic conversions—and you can do all three at once with content marketing.
Content marketing is the art of using value-driven content to grow and engage your sphere of influence. That means creating or curating quality content that is relevant to your client base and improves their homes and their lives. When you provide this content on a consistent basis, you also have a meaningful way to stay top of mind and build your reputation as an agent who goes above and beyond for their clients.
But how do you make sure your content reaches your past and present clients, or even those outside your sphere? Today, social media is the most powerful vehicle for sharing content and growing your audience. Visibility is everything online; if you’re not on social media, then you are, unfortunately, invisible to many clients you hope to reach.
A well-maintained professional social profile with lots of posts, likes, and comments can be just as powerful as a resume, because it’s proof that you engage with your community, and your community is engaging with you. It’s an endorsement-at-a-glance for anyone visiting your page.
That doesn’t mean social media is your only platform. You can reach out to your contacts via to share content via email, or publish original content on your website or blog. However, any content you publish should be cross-posted to social media.
Here are the do’s and don’ts for utilizing content marketing to build your brand, grow your business and nurture key relationships in your community:
Setting A Content Schedule
The internet is flooded with content, which means you are constantly competing for your audience’s attention. This is particularly true on social media, but most platforms reward you if you do manage to grab someone’s attention. If you like a post on Facebook, for example, you are likely to see more posts from that page. As a publisher, if you’re constantly providing new, quality content on your website, people are more likely to follow your blog, and search engines are more likely to include you in their top results.
In short, the more you share, the more likely you are to get seen. That doesn’t mean writing a new article every day or sharing content on social media every five minutes. It is important to be consistent, however. If you have long periods between posts, you may find that fewer people check in on your pages or they may unfollow you.
Set a schedule and post regularly on each channel. Maybe you post value content to Facebook once a day, but only three times a week on Instagram. Find a schedule that works for you and ensures that you stay visible on all channels.
Leveraging Content to Grow Your Sphere
Now that you have a set schedule, you need content to share. This is the one of the most time-consuming parts of content and social marketing, but it is the most vital! After all, what you post and share will catch people’s eye and attract potential clients.
You want to share a mix of content that is attractive to homeowners, sellers, and buyers. For example, you know all about staging a home to increase marketability of the property—your social media followers might love tips on how to spruce up the interior or exterior of their homes. Create blog posts or post photo albums showcasing unique decorating or home improvement ideas. Find and share articles on gardening tips, DIY decorations, or how paint can transform a room.
If you consider yourself an expert on shabby chic, then make that part of your brand through your content. You may even post top 10 lists of the best fragrances to use to help sell a home. (FYI—baked goods create the best smells for sales!) Discover your niche, and brand yourself as an expert.
You also want to diversify the types of content you offer. The more visual, the better: images, infographics, and videos are great ways to draw in followers.
Once you’ve attracted followers, you can use social media to nurture your sphere.
Do: Share Local
Social media is where you can show your involvement in your community. Join the local chamber of commerce, rent a booth at a community fair or event or volunteer for the PTO at your child’s school. Take the time to make shoutouts on your social media profiles about local events that you support or that are important to your local community.
Don’t make these posts about you; instead keep them community-focused. Praise the local football team for a big win, remind your followers about the big fireworks display for July 4th, or post a note about how you really enjoyed the soup at your local deli. Whatever is happening in your community, be present and promote and support local. Also, be sure to like and follow other businesses that you frequent within the community. Sharing their events also may mean that they share yours. It takes a village!
Don’t: Play Politics
You may never miss a local or national election, but never post political rants or politically controversial content! You risk isolating possible clients or important allies within your community. Politically fueled posts will not elevate your brand or your personal image and might even chip away at your book of business. Division—especially political division—doesn’t build relationships, it creates separation. Keep your stance neutral. Stay away from playing politics. If you are passionate about voting, then just remind your followers to “get out and vote!”
Do: Showcase Listings Creatively
Content is both a marketing tool and a portfolio of your work. You can use the same strategies you use for content marketing to boost the visibility of your listings. Use your platforms to tell a story about your listings; include photo albums and videos of newly listed homes as well as background on the home. Every house has a story, so why not tell that story?
Don’t: Critique the Competition
Real estate is a cutthroat industry, but avoid mentioning your competition in any negative light—unless it’s to congratulate them! Your online brand should focus on you: what you can offer your clients and how you can best showcase their home for a fast sale. Social media isn’t the place to post commentary in any form slamming your competition. And nasty remarks or insults may come back in the form of a lawsuit… or worse. Post with kindness and don’t be an online bully through what you share, what you write or what you say.
Don’t: Get Personal
Make sure you have accounts for your real estate business that is completely separate from your personal profiles, and don’t use your business pages to post personal musings or details about your life. This isn’t the place to post all those vacation photos or selfies. Stick to photos of community outings, business updates and information that is relevant to the local housing market or real estate industry. Your content must be an impactful resource for your clients; while macro-level content that delves into industry stats and figures are crucial, micro-level marketing that emphasizes grassroots support also is valuable to potential clients.
Turn Your “Likes” into Quality Real Estate Lead
As you grow your social sphere, share content that is more targeted to buyers and sellers—the type of content that answers the question: why should a homeowner list their most valuable possession with you?
Industry trends, housing marketing information, studies and testimonials will show them that you are agent who can list their home and sell it quickly at the best price. When it comes to time to put their home on the marketing, you’ll be top of mind—and their top choice.
To make sure you’re getting qualified leads, you want to be strategic about how you deliver this content. Some examples:
- Offer videos and infographics as free resources to collect email leads.
- Send educational content to emails leads collected by open house attendees.
The relationships you nurture with clients combined with your marketability also may influence those clients to refer you to their friends and family. Trust and market savvy not only help you win new leads but expand your potential for future leads and listings.
HomeSelfe RE: The Automated Marketing and Lead Gen Solution
It’s easy to talk about the impact of a solid content and social marketing plan, but actually executing it is much tougher. Not only do you have to keep creating and finding new content to share, you also have to stay on top of social interactions and find ways to bridge the gap between social follower and quality lead…. And that’s on top of the day-to-day responsibilities as an agent!
It can be overwhelming. Fortunately, HomeSelfe RE makes growing your sphere and generating qualified leads easy!
HomeSelfe RE is a ground-breaking system that automates your social marketing and lead generation. HomeSelfe RE has a massive content library that’s branded for YOU. Turn on auto social, and that content (and local housing news!) gets shared directly to your Facebook, Twitter, and email contacts twice a week. It also markets you to new prospects in your area to help your grow your sphere.
Then, HomeSelfe RE’s lead gen engine uses your social audience to attract and build lists of exclusive, qualified buyers and sellers leads. You don’t even have to lift a finger! No more struggling to find social content or buying expensive lists of cold, low-converting leads.
Marketing with HomeSelfe RE allows you to provide your audience with articles, infographics, and videos that show potential clients you are the best agent to list their home.
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