Estate Agents - Do Not Publish This Type Of Content Under Any Circumstances!
Don't Make The Same Mistake That The Majority Of Estate Agents Make!
Although you will understand that publishing content is an important marketing strategy for your agency, the problem comes when estate agents don’t understand what type of content they should be publishing. So, instead of publishing considered content, they either end up publishing zero content or random stuff that isn’t interesting, engaging, educational, or even targeting their actual audience.
Are you guilty of publishing ego-driven content where all you talk about is:
- Your agency awards
- 'Free valuations'
- Your premises
- How long you've been in business
- Your market share
- You or your staff
- Your professional qualifications
From our years of experience as content creators here at Content For Estate Agents, we know there are two main reasons why the majority of estate agents are publishing content that falls into all the categories above:
1. Estate agents think it’s the right way to attract clients.
2. Estate agents don’t really know what else to create content about.
But, by only publishing this type of content, these estate agents are in danger of letting their egos get firmly in the way of posting really valuable, engaging content. Content that potential clients would really like to see.
It is imperative that you avoid publishing ego-based content because:
- Home movers are generally not interested in the number of new instructions you secured last week, last month or last year, nor the number of properties you sold in that same period.
- Your target audience does not care that your office is situated in a state-of-the-art building in the centre of town with barista-quality coffee, modern art and squishy sofas.
- Vendors couldn’t give two hoots about the number of awards you have won or how many ESTAS nominations you have received this year.
Now don’t get me wrong, all of those things are important within your agency's marketing strategy, but content marketing is not about stroking your ego or directly selling to your target audience. It’s about educating them, putting your personality out there and super-subtly planting your agency into their subconsciousness.
When home movers search online for answers to their home moving questions or they want a solution to a problem, they don’t expect to be sold to. Nobody ever really wants to be sold to, so don’t do it. There’s a time and a place for that.
What home movers want is this:
To resonate and engage with you over topics that are meaningful to them. Subjects that are helpful, useful and that provide value. So, don’t waffle on about how amazing you are. Instead, provide value through your published content.
For example:
- How potential sellers should prepare their home for sale
- How home movers can get the best price for their property
- Interior design trends for home buyers
- How to choose a removal company
A simple mindset switch, from thinking about me, me, me to you, you, you, is the way to start connecting with your local audience and winning more instructions.
How Can You Get Your Content Right?
All of the above is important, but it won’t work as an effective strategy unless your content is high quality and worth sharing. That’s the trick to success, and we can help.
Want to see what it's all about? Download five free blog articles and add them to your blog page to see how easy your content marketing will be with our help.
Or contact our team to learn more about how we can work with you to generate content your audience will want to read and establish you as the local property expert.
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