If you were given the chance to drive thousands of qualified leads to your website for free, would you take it? I bet you would! Well, here's the thing: every real estate agent has that opportunity. Yes, you can drive thousands of qualified leads to your website without spending a dime. But how is it possible? And what's the catch?
Let's start by debunking a common misconception: while content creation can be done for very little money, it does come at a cost. The main cost is time. You need to be willing, able, and disciplined enough to consistently produce high-quality content. But trust me, content marketing works!
Many of America's top producing agents, like Ryan Serhant, Egypt Sherrod, and Pat Hiban, have a strong content marketing strategy that plays a significant role in their success. Agents with an active content strategy have more website traffic and attract more leads compared to those without. Why? Because the real estate process is complex, and buyers and sellers have many questions. And where do they turn for answers? Google.
The goal is to understand the questions buyers and sellers have and create content that provides answers. By optimizing that content for search engines like Google, you increase the chances of your content being the one that provides those answers. By positioning yourself as the problem solver, you establish yourself as an expert in real estate. And when clients need real estate services, they are more likely to turn to you.
Now that we understand why content marketing is crucial, let's delve into the content creation process, explore the types of content you should create, and discover how to effectively deliver that content.
The Content Creation Process
Creating content for real estate involves three main steps:
- Identify and target common problems faced by home buyers and sellers.
- Create content that provides solutions to those problems.
- Promote your content to reach your target audience.
It's as simple as that. The key lies in the details.
Specifically, homeowners want to know how to increase their home's value, sell their home faster, choose the right real estate agent, and make informed decisions as homeowners. On the other hand, home sellers want to know how to get the best price for their home, secure a mortgage with favorable terms, select the right real estate agent, and decide whether to buy or rent a home.
But don't limit yourself to these examples. Buyers and sellers have questions that relate to their financial, homeownership, and lifestyle interests. Take a moment to jot down all the worries, misconceptions, or problems you've encountered with homeowners during the listing process. Consider your real estate niche and think about the areas where you possess unique knowledge and expertise. These insights will guide you in creating content that stands out.
When it comes to content types, there are numerous options available. However, the most effective ones for real estate are blogs/articles, infographics, and videos.
Blogs/Articles
Blog posts and articles are highly popular content types. With millions of new blog posts created each month, you might think it's impossible to make your content stand out. But here's an interesting fact: while the supply of content is high, the demand is even higher.
The key is to create well-written, valuable content that caters specifically to your local demographic. Most new content is poorly written, not optimized for search engines, and lacks the value that keeps readers coming back for more. By providing high-quality, localized content, you can attract an audience and establish yourself as the go-to resource in your area.
To create compelling blog content, follow these best practices:
- Create an outline for your article: Figure out the main arguments and arrange them logically.
- Use a time-tested template: Consider the 5-paragraph essay structure to present compelling arguments that answer a single question.
- Conduct thorough research: Find facts and quotes from experts to support your arguments.
- Write your first draft: Remember, it's just a starting point.
- Polish your article: Break up long paragraphs, use images, videos, and charts to enhance your arguments.
- Review and revise: Take a step back and re-read your article after a day or two. Make necessary changes.
- Get feedback: Ask a friend or colleague to review your article and provide suggestions for improvement.
- Publish your final draft: Track its success and learn from the feedback to improve future articles.
Additionally, consider investing in your writing skills. Books like "On Writing Well," "The Elements of Style," and "On Writing" by Stephen King are great resources. Remember, continuous practice is key to improving your writing skills.
Infographics
Infographics are highly shareable content that can be embedded in articles, shared on social media, and drive more traffic to your website. They present valuable information in a visually appealing and condensed format.
To create compelling infographics, keep the following in mind:
- Beautiful design: Focus on creating an appealing design that captures attention.
- Valuable and meaningful statistics: Use statistics from authoritative sources and present them in an interesting way.
- Branding: Ensure your real estate branding is integrated into the infographic.
Share your infographics on platforms like Pinterest, Facebook, LinkedIn, and Instagram, depending on your target audience.
Videos
Video content offers a unique way to engage with your audience. It combines visuals and audio to deliver information quickly and effectively. In today's fast-paced world, people want quick and valuable content, and videos are perfect for that.
To create compelling videos, consider the following tips:
- Content value is key: Focus on delivering valuable information that resonates with your audience.
- Don't worry about production values: You don't need a fancy setup to create engaging videos. Your smartphone and a good script are enough.
- Be yourself: Decide how you want to be perceived by your audience and let your personality shine through.
- Practice makes perfect: Filming may require multiple takes, but with practice, you'll improve and become more efficient.
- Utilize the Pomodoro Technique: Break your workload into focused chunks of time to maintain mental focus.
As you create more videos and gain experience, your production process will become faster and more streamlined. Additionally, consider joining Toastmasters if you need help with public speaking.
Use Storytelling
In order to connect with your audience, it's essential to show your human side. Tell stories that reveal your personal experiences and motivations behind your content. By incorporating storytelling into your content, you establish a connection with your readers and build trust.
When addressing a specific question or problem, consider starting your article with a story that relates to the topic. This personal touch helps readers understand your perspective and builds a memorable connection. However, keep in mind that storytelling is just one tool in your toolkit. For simple questions, it may be more effective to skip the storytelling and provide a direct answer.
Productivity Tools
To enhance your content creation process, utilize various productivity tools that can help you stay focused and organized:
- ZenPen: A distraction-free writing app that provides a simple and clean environment for writing.
- Freedom: An app that blocks certain websites and apps to help you stay focused during your writing sessions.
- Evernote: A versatile note-taking tool that allows you to access your notes and ideas from any device.
- Scrivener: A writing platform designed for authors and writers, offering a structured approach to organizing and writing content.
- PomoDoneApp: An app based on the Pomodoro Technique that helps you break down your work into focused intervals.
These tools can streamline your content creation process and improve your overall productivity.
Content Research Tools
To gauge the success of your content and gather insights into what performs well, consider using content research tools. Two notable options are BuzzSumo and Ahrefs.
- BuzzSumo: Allows you to search for real estate content and analyze how it performs in terms of shares and engagement. It helps you identify popular content and understand which social networks are most effective for sharing.
- Ahrefs: Offers keyword and content research capabilities. It provides data that helps you find high-performing keywords and identify blog ideas that have high demand.
By leveraging these tools, you can stay informed about popular content trends and tailor your own content accordingly.
Crafting Killer Headlines
A captivating headline is crucial for driving engagement and attracting readers. To effectively entice users to click on your article, evoke emotions like intrigue, excitement, amusement, shock, or even anger. These emotional responses compel readers to engage with your content.
To improve your headline writing skills, consider using tools like the AMI Headline Analyzer. This tool provides insights into the emotional impact of your headlines and helps you optimize them for higher opening rates and shareability. Additionally, A/B testing is a powerful technique for comparing different headlines and selecting the most effective one.
Remember, the best copywriters don't start from scratch. They use proven formulas and techniques. Incorporating copywriting formulas into your headline writing can significantly improve the effectiveness of your headlines.
Conclusion
Real estate agents have a golden opportunity to drive qualified leads to their websites through content creation. By addressing common problems and questions of homeowners, providing valuable information, and using various content formats, you can establish yourself as an expert and drive more traffic to your website.
Implement the tips and tools mentioned in this guide to create compelling content that resonates with your audience. Embrace storytelling, utilize productivity tools, conduct thorough content research, and craft attention-grabbing headlines. With practice, perseverance, and continual improvement, you'll take your real estate content marketing to new heights.
