Nearly all real estate agents understand creating content and sharing it on social media is critical for the success of their business. However, because the world of social media marketing is crowded and fast-paced, many are still at a loss as to how to incorporate this all-important tool into their overall marketing approach. This leaves many agents frustrated about the process, which often leads them to give up, and all this does is cause them to miss out on a golden opportunity.
Most of people’s frustrations come from one of the following things:
- Not knowing which content to create
- Not having the time to create it
- Not knowing where to post the content.
These are challenges, sure, but they can be overcome by focusing on one larger piece of content known as cornerstone content.
A cornerstone piece is really just one longer (or larger) piece of content based on a topic that interests you or that is relevant to the message you’re trying to share. Once you have this, you can break it down into smaller pieces which you can share across a number of different social media platforms. This reduces your overall workload and will also make you more effective.
To give you an example, let’s say over the years you have become quite good at helping your clients find the best mortgage broker. Experience has taught you what to look for in a broker and how to spot those who are not going to be working in your clients’ best interest. Your cornerstone piece could be a complete guide to dealing with mortgage brokers.
In the piece, you could go into what a mortgage broker is, how they can help you, how they work, and what to look for. Then, you can create smaller articles about each piece. You can also interview relevant people and share their experiences, as this helps boost credibility. Market these pieces like mad over all your social media profiles, and before you know it, you’ll be known as the “mortgage broker” expert. People will come to you for advice, and this will help you generate new leads and grow your business.
But you don’t even need to go into this level of detail. You could simple pick an important topic and spend time compiling tons of relevant stats about that topic. Then you could create smaller pieces that go into more depth about each point.
In the end, it’s all about concentrating your energy. If you try to be a Jack or Jill of all trades, you’ll end up being a master of none. Instead, focus your energy on being an expert in something and create cornerstone content that will help you social media marketing strategy drive true growth in your business.