Why Real Estate Agents Should Focus on Content Strategy
A good real estate agent is a master of self-promotion. Unfortunately, navigating the difficult terrain between effective promotion and pompousness can be challenging. The best realtors act as salespeople without coming across too strong.
In a digital era where people rely on Google, Facebook and Twitter to transmit information, one of the most effective ways to do this is to develop a content strategy to increase exposure, which helps an agent to create and maintain a pipeline of clients. Real estate agents who implement content strategies can expect to gain leads in the following ways:
Expertise: Potential clients expect real estate agents to know a lot about a breadth of subjects pertaining to the industry. Therefore, agents who can show that they know a great deal about such subjects are able to establish expertise, which results in increased influence. And, once a real estate agent has built up a reputation an expert, more people will be inclined to seek out that agent when searching for a home. With enough expertise, an agent may even be invited to speak on radio shows and at seminars, which again can help build the agent’s number of referrals.
SEO: A solid content strategy is great for SEO purposes. On an average Google search, eighteen percent of clicks go to the number one ranked article, while only 1% go to the number ten ranked article. This shows the power of having a high-ranking webpage on Google. In order to increase visibility in search, realtors can write articles that emphasize popular keyword searches. Content marketers can find out what keywords are popular using the Google Adwords Keyword Tool, and can tailor their content to such searches. For example, if the search term “Orlando real estate” is extremely popular, it may be hard to achieve a top ranking. But, a term such as “Orlando real estate marketing” may be less popular, and may be a better keyword topic if you’re trying to improve your rankings. A full overview of SEO rankings is available here.
Repeated Exposure: Maintaining an active content strategy provides repeated exposure for the real estate agent. It allows the real estate agent to promote his or her services without seeming pompous. Maintaining a flow of interesting content leaves lasting associations in potential clients’ minds. Continuous updates are a great way to stay visible, allowing the agent to remain on a potential client’s radar long after the initial interaction.
Email Lists, Twitter and Facebook: An effective content strategy can help build the agent build her fan base. This can lead to more opportunities to reach out to potential customers through email marketing, Twitter and Facebook.
Most real estate business comes from the agent’s ability to get into, and remain in, potential customers’ minds. The more ways the agent can do this, the more potential for home buying and selling opportunities. This, paired with perceived expertise, results not only in more clients, but also in quality clients.