Is your real estate business keeping up with the digital age? 80% of millennials, 78% of generation X, and 68% of younger boomers found their home online. This aligns with real estate agents citing social media as the best source for high-quality lead generation. Developing a real estate content marketing plan can put your real estate business at the forefront of your local market.
There’s more to content marketing than starting a blog. This guide will walk you through the four elements of developing your content marketing plan.
1. Position Your Brand
You need to create a consistent experience and message for your audience. You can do this by having a clearly defined brand. Define what type of real estate agent you want to be and the type of service you provide.
If you can’t clearly define your brand and what you do, how do you expect other people to figure it out? Keeping your message simple and direct ensures that the right information gets communicated to your audience.
What is your unique agent personality?
Why are you a better realtor than your competitors?
Determine who your existing and potential clients are and the type of home buying experience they’re looking for. Do you want to work with home buyers or homeowners looking to sell? Do you specialize in high-end properties, or are you skilled at handling complicated real estate dealings?
Define your competitive landscape so you can understand the marketing campaigns and brand positions that are already out there in the real estate industry. This helps you decide out what unique qualities you have to offer. Develop your personality as a real estate professional and show how you’re the better choice.
2. Value Proposition
In this phase, you will decide how to establish your brand as an authoritative voice. Decide the best way to leverage your owned media to promote your blog content. Your owned media are digital media channels that you have complete control over. This includes your real estate website, social networks, and email marketing.
Your goal is to work out why people would want to follow your quality content over other real estate agents’ blogging. Find out which of your competitors are using content marketing ideas in their marketing plan. Then determine what their niche is for their real estate blog.
What value do you give your clients?
How does your content stand out from other real estate agents?
All too often, real estate agents focus solely on their competitors. This leaves some major questions unanswered. Your goal is to make great content for your future and current clients, not your competitors. Take note of what your clients talk about and ask you. These are the issues you need to address and answer in your content to build trust with your target audience. Speak directly to your audience and give them the information they are looking for.
You also need to look at other content creation outlets. These aren’t your direct real estate competitors, but they are your real estate content marketing competitors. People or local business entities in this category are local influencers, real estate magazines, lifestyle and industry blogs, or any other content-producing entity.
3. Business Case
Your digital marketing efforts need to do two things to be successful. It needs to provide value to your readers. It also needs to help grow your business. In the previous step, you figured out how to provide value to your audience. In this step, decide how you want to move your business forward.
Determine what your goals are as a real estate agent. Do you want to have more referrals or increase brand awareness? Perhaps you want to sell more homes? Maybe you want to increase the average value of the homes you work with. Once you have your chosen goal in mind, you can use your content marketing to help you get closer to it.
What is your goal as a real estate agent?
How will content marketing help you reach that goal?
4. Strategic Plan
Now that you’ve made it to step four, you’re ready to create your plan. You know who you want to reach and how you want to communicate with them. Determine how to measure your content marketing plan’s success.
What clients do you want to reach?
How will you share your content with clients?
How will you measure you content’s success?
Write about content that gives your desired clients the information they’re looking for. Write in a way that stays true to your personality while also appealing to your audience. Promote and share your content in the place that your goal audience will see it.
Create several types of content to give your online marketing variety for broader appeal. Write long-form blogs, take pictures, make videos, FAQ, and infographics. Use Facebook ads and PPC ads to target your desired audience. Optimize your property listings on Zillow, Trulia, and other listing sites. Create a template to have uniformity throughout your listings to make your listing instantly recognizable.
You can determine the success of your content marketing by measuring your business growth metrics. This isn’t like other advertising where you can link a direct client to a particular blog post. What you can do is measure your content’s visibility, website SEO performance, and reader engagement.
Keep in mind that content marketing takes time. You won’t see immediate results after a single blog post. It could easily take a year before you start to see traction. A well-done content marketing strategy has a slow-building effect that creates a strong base and steadily builds on it.
Create Your Real Estate Content Marketing Plan
As you can see, there’s a lot more that goes into having a real estate marketing content plan than just deciding to have a blog and writing posts. If you blindly decide to start writing without a plan, then you’re probably wasting your time. Start by working through this guide to answer crucial questions.
Some of these questions can be tough to answer. It will require you to honestly reflect on yourself, your role as a real estate agent, and your realty business. You also need to research to understand the competitive real estate market that you work in.
Reach out today and let me help you develop your content marketing plan with engaging blog posts that give your readers the information they’re looking for.