Well, 2020 is almost over – and what a year it’s been so far! Who would have thought back in January when we had a whole bright new year to look forward to, that we would find ourselves dealing with a global coronavirus pandemic that has affected every one of us in some way or …
I chat with Ebs Turner from Prop Media about content for estate agents and my property pet peeves!
From my frequent conversations with property professionals, I know you may be one of many estate agents who have issues creating content for your blog, newsletter or social media that actually engages with your target audience and makes you stand out as an expert.
The truth is, it’s just not as easy as it looks!
I was thinking about this over the weekend and so I thought I would help you out by giving you my seven best tips for creating genuinely engaging and interesting content for your target audience – home movers!
I lost five subscribers last week. Here’s why.
I send my weekly newsletter to my list every Tuesday. It always contains a helpful tip, a relevant little story or some piece of information that I feel will benefit subscribers in some way. There’s never a huge amount of waffle. It’s always an important message written to make the reader sit up, take notice and make them think. Sometimes, I hope my emails may even provide a little entertainment on a dull day!
Anyway, last Tuesday, I sent my newsletter out with the subject line…
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.
Last week I received an email from an estate agent which contained a very important question.
The agent simply asked me why I send emails to him, but never explain in those emails what my services are or how much I charge?
So, I thought I would explain that there’s a very good reason why I don’t ram my services down my subscribers throats every week. If I did, I’m pretty sure they would hit the unsubscribe link without hesitation.
At last, there has been some good news for the estate agency industry, with Chancellor Rishi Sunak announcing a Stamp Duty holiday on residential purchases of £500,000 or less in England and Northern Ireland until March 2021.
So, being in the property industry, how do you feel about this?
How helpful have you been to your clients these past few months? No, really, I mean if you take a proper good, long look at yourself and your agency, have you been, and do you continue to be as helpful as you can possibly be when it comes to your clients?
I’m interested to know because there was an article that caught my eye in the Property Reporter newsletter last week which stated:
“According to new research by home setup service, Just Move In, an overwhelming 69% of the nation feel that estate agents should do more to help them during the stressful process of moving between homes.”
Woah! 69% is not a small percentage…
When was the last time you learned a new word?
In fact, I’ll rephrase that, when was the last time you learned a new word and then actually used it as part of your vocabulary?
I’m guessing it’s been a while, because generally, in our day to day lives we don’t encounter new words all that often. If we do and we don’t know what they mean, we forget them.
Over the bank holiday weekend, my husband received news that his employer has extended its staff furlough scheme until the 31st of July. He works in the financial sector for an estate agency, and so we guess that they will keep him in this furloughed position until mortgage momentum starts gathering again.
Following this news, I was reflecting on the large number of people who are still furloughed or are working from home on full or reduced hours. And this got me thinking! This is a massive opportunity for people to reflect on their lifestyles properly during this time.
Let me tell you a little story.
Recently I was involved in an interesting conversation on social media. The original post wasn’t mine, but the debate was about whether estate agents should be bragging about how many viewings, market appraisals and sales they have completed during lockdown.
The consensus was that during these unprecedented times, bragging is not a good look – not for any business – and content should be sensitive.
Then an estate agent, who shall remain nameless, pops up with this little gem – and I’m going to quote this word for word…
These past weeks are likely to have been the most testing times you have ever faced as an estate agent.
I hope you’re doing ok and can focus on the fact that this is a once in a lifetime event (hopefully) and you are not alone. Every other estate agent is experiencing the devastating consequences of coronavirus too and quite frankly, once you get through this, you will feel like you can conquer the world!
How many times in the past have you asked yourself how your estate agency can make sure that your target audience always thinks of you before considering your competition?
Never? Then that’s where you are making a big mistake.
You know content marketing works, enabling you to become the go-to expert in your location, you know you should be driving organic leads to your website via engaging, relevant content published on your blog and you know it’s not a magic bullet, it’s a long term strategy.
So, here’s the question. What’s stopping you?
Right now, we are going through an unprecedented situation with the dreadful COVID-19 and so it’s hard for many independent business owners to know how we should feel. I am one of those business owners and that’s why I want to help you.
This last week or so we business owners have encountered the beginning of an unprecedented situation, and, if you’re like me, you are still trying to get your head around it.
As a writer and creator of content, I don’t usually have difficulty finding words, yet over the past few days I have struggled due to the enormity of the coronavirus situation.
Watch the video: Words usually come easily to me but over the past few days I have been trying to find the right ones because there is one topic that is quite rightly dominating the feeds on all the social media platforms.
Of course, we are going to talk about it. We need to talk about it because the implications of coronavirus are huge both in a personal and business sense. Individually, locally, nationally, internationally and globally.
Every one of us is or will be affected by coronavirus one way or another.
So, is there a positive we can take in amongst all the worry, fear and stockpiling?
How many times recently has a new property come to market, and you’ve been disappointed to find that your estate agency didn’t even get the opportunity to value it?
It’s frustrating when this happens, but there is a simple strategy you can put into practice to ensure vendors call on you as the go-to agent in the area as soon as they are ready to sell.
Watch the video: For any businesses out there wondering who reads blog posts and whether it’s a strategy you should consider for your business, I thought I’d explain.
Adding fresh, relevant, engaging content to your blog on at least a weekly basis cements your position as an authority in your industry and location. The more content you add, the greater the traction and you will start to be seen as an expert.
I speak with estate agency owners every day, and pretty much every one of you admits that you know exactly how important it is to regularly update your blog or news page. You also admit that it’s so time-consuming, not only to produce but to constantly think of ideas for content, that you often push the task to the bottom of the pile.
Watch the video: “Why do I need a blog page on my website?” is a question I get asked all the time, mainly because content creation doesn’t come naturally to most business owners, so they have a real need to know whether consistently publishing blog content is really worth their time and effort.
In this video, I’ll explain why your blog is a pivotal part of your overall content marketing strategy and can help you keep a steady stream of organic leads flowing to your website.
As a savvy estate agent, you will already know that content marketing is a super important long-term strategy for increasing your estate agency’s reach, exposure and of course attracting new clients organically. All you’ve got to do is post a few short articles on your news or blog page and you’ll be attracting leads quicker than you can shout ‘house’…right?
Watch the video: If you write your own blog posts you’ll know that it’s not really a task which can be completed in 10 minutes. You need to decide on a topic, do your research, fire up your creative juices, write your piece, edit it and upload it, and this can quite easily take hours out of your day. But, your business will really benefit from blogging, it’s an incredible marketing strategy, so, here’s a tip for you…
I read somewhere, at some point in my life, that the average blog has the lifespan of a fruit fly! I have no idea where I read that delightful snippet, but I do know that I googled how long a fruit fly lives for and this random fact has stuck in my head ever since. A fruit fly only lives for between…