Content marketing is now the primary way we do marketing. It generates three times as many leads as any other outbound marketing, and conversion rates are six times higher. But for real estate agents, what does this mean? How does it compare to traditional marketing activity? And what do you need to be doing differently?
But first, we should define content marketing. It refers to a strategic marketing approach that focused on creating and distributing valuable, relevant and consistent content. It differs from traditional marketing in that the focus is not on how great you and your products are. Instead, it’s about being useful and relevant to your audience.
As a real estate agent, you need to use content marketing to turn yourself into an attraction agent, which means you need to think about what people want before they sell their home. This way people begin to think about you as they start the sale process, making it easier for you to bring in new clients.
Here are some more benefits of content marketing:
1. Content Makes You an Authority
People hire a real estate agent not only because they think you have the best chance to sell their home, but also because they think you have the skills and expertise to get the highest price in the market. And content marketing is your chance to let people know you have this expertise, making it easier for people to see you’re the best person to sell their home.
2. Content Creates Awareness
Every real estate agent is walking around and stuffing DL flyers in people’s letterboxes. And while this might be helpful, it doesn’t do anything to help you stand out from the crowd. However, if you’re creating and distributing content about property prices, past people you’ve helped, market conditions, how to reduce stress when selling, etc., then you’re really offering something unique, which will help draw people towards you.
3. Search Engines Love Content
If the only content on your website is property listings, then you will always play second fiddle to the major listing sites, even at the local level. However, if you start to post content of your own, then this helps boost your status with search engines, making it more likely that your site will turn up higher than these other pages.
4. Content Encourages Engagement
When people consume content, it’s normal for them to finish reading and have questions. At first, this might seem annoying, but don’t take it this way. This means that people are reacting and engaging with your content, which means it’s good. And this also means people are more likely to think of you when it comes time to sell their home.
5. Content Improves Prospect Quality
Would you rather pitch to a client who knows nothing about you or who is familiar with your business and service you offer? Obviously the second option is better, and if you make use of content marketing then you’re going to have a better chance of generating these types of leads.
Overall, content marketing is a great way to get the word out about your business and to help you stand out from the crowd.