As you can imagine, my inbox is pretty busy with questions and requests from estate agents. Creating content for estate agents is my niche, and I like to stick to giving help and advice on what I’m good at!
Since Covid-19 rampaged through our lives, a considerable number of estate agents have woken up to the power of marketing their agency through online content, in fact, I would go so far as to say that Covid-19 has actually dragged a few estate agents into the 21st century at last. Not without some kicking and screaming though.
So, because I get loads of questions on familiar themes, I’ve picked the four questions I get asked most frequently and will answer them here.
If you’re still unconvinced about the power of content marketing, this information will allow you to make a really informed decision about how to move forward with your own content marketing strategy.
Here we go.
1. Surely nobody will visit my website just to read what’s on my blog?
Correct. They probably won’t unless you are content creating powerhouse with a well-established reputation. However, people do search online for information and solutions to property-related problems, and you have the power to answer or help them solve these issues. This is how those people will arrive at your blog on your website. You are not merely trying to direct people to your blog. You are ensuring you are visible and appear knowledgeable.
2. But how will posting content on my blog help me generate leads?
The entire aim of content marketing is to steadily wriggle your way into the sub-conscious of your target audience. By publishing premium content which showcases your property expertise which these people can engage with and share, you become the ‘go-to’ trusted and authoritative agent in your location. All because you consistently show up and put yourself in front of people.
3. What’s the best content, and what should I write about?
The most important thing to remember is ‘easy on the ego!’ The biggest mistake estate agents make is thinking they have to create content based around their agency. This is absolutely not the case.
The only people who care about your sales figures are you and your team. Ditto for property industry awards, market share figures and where you sit in any kind of league table.
Without taking these achievements away from you, because it’s great that you’ve won awards, these kinds of facts, figures and data are just boring for the average home mover to read about.
You must engage with people to win their business.
To do that you should create content based around:
- Solving a problem
- Answering a question
- Tips, tricks, hacks, whatever you want to call them
- What are house moving costs?
- I’m relocating. How do I find the best school in (your location)?
- How to move home with your cat
- 7 essential packing tips for your home move
So, this means planning your topics with thought rather than randomly plucking subjects from nowhere. Every piece of content you produce should have a specific target audience in mind and be useful content that will actually help people.
Your content also needs to be well written in a punchy readable style with headlines that will get you noticed and be effective in online search results.
Content marketing is about consistently growing your audience
4. This is valuable information which is going to take me time and effort to create, so why should I give it all away for free?
Giving away information that has real value is the key to becoming an expert in your industry and location, which is why your content must not be random! As an expert who cares about your local community, more people will trust you, and you will ultimately win more instructions. Prospects will read your content, be impressed by your knowledge, helpfulness and expertise which you are more than happy to dish out for free, and they will remember you!
When they are ready to get their property valued (because they may not need you right now) you will be at the forefront of their mind, so they will choose you.
For you, as an estate agent, content marketing is all about creating premium and engaging content that your target audience will want to read and share. Trust is super important in your agency, and you want people to think of you first whether they’re looking to sell, buy, rent or let their property.
Every estate agent is capable of doing this well, but most just need a little help!
And that’s where I come in.
Those content topics I quoted in question 4, well, those are just a few real examples of the content available on subscription so why not register and take a look around. Take advantage of a free trial – you’ve nothing to lose.