7 Necessary Content Marketing Skills For Real Estate Agents in 2020

Written by Posted On Wednesday, 08 April 2020 13:43
7 Necessary Content Marketing Skills For Real Estate Agents in 2020 pexels.com/@davidmcbee

In 2020, more than ever before, real estate is a relationship-driven business model. Whether you're looking for new leads, talking with past clients or simply offering free advice to a prospect, establishing authenticity, trust and authority are key aspects for any realtor who wants to succeed. Content marketing encompasses all of these.

During the COVID-19 crisis, as a growing number of people are stuck at home, content marketing is becoming vital for success. More specifically, you need to be very good at digital communication if you want to be able to drive up conversions and boost your leads. Even after the crisis, these digital skills will help your business even more than face-to-face conversational skills.

Traditional, or outbound marketing strategies, such as listing ads in the newspaper, going to live fairs, business events, and expositions, or using prints & business cards, are completely outdated. Today, you can reach both local clients and nationwide prospects by simply leveraging the power of digital content marketing.

Below, I'm going to show you 7 imperative content marketing skills that, if properly implemented, will not just help you stay afloat, but also enable you to gain a clear edge over your competition and grow your business like never before.

1. Do a Proper Research

First and foremost, it is imperative to conduct a throughout research of your niche. In the real estate market, you have two options: a niche market or a shotgun approach. While some realtors prefer to focus solely on a narrow niche, others list everything that comes to them, whether it is an apartment, villa, condominium, farm, acreage, businesses, and everything in between.

By choosing a narrow niche for you, such as condominiums, single-family homes or senior housing specialist you can become an expert in that area. You'll be able to know everything inside your area of expertise and make connections with other realtors from other areas of expertise. Basically, you'll want to send them customers interested in what they specialize in, while they'll repay you the favor and send your way clients who want to buy condominiums or single-family homes.

Only when you have focused on an area and you've managed to learn all the ins and outs, you'll be able to label yourself as an expert and gain the appreciation of your peers and customers alike.

This is also extremely beneficial for your marketing budget. Being able to focus on a smaller target audience can allow your budget to stretch further.

Create Content with a Purpose

 Whether it's adding a new blog post to your site, changing a service page or simply creating some customized social media messages for organic traffic, you need to ensure that your content caters to the needs of your audience. Again, you can't employ the shotgun approach, because it will make you create content that is good for everybody, but it does not convert. 

Instead, create content with a clear purpose. For example, if you want to showcase your properties, add a clear headline similar to "Welcome to our neighborhood", followed by a short description and 2 call-to-action (CTA) buttons: "Search for your home" and "Home prices". As for blogging, you can create blogs that focus on your specific areas and list some restaurants to eat, things to do, places to visit, parks to explore, and the list goes on.

Another idea is to create a whitepaper, titled "Top 25 Tips to Sell your Home During COVID-19". You can share your expertise and help people save money or time during this crisis. This will help you establish yourself as an expert in the field and will enable your prospects to trust your judgment and choose you as their partner.

Learn to Attract Attention Quickly

Another necessary content marketing skill that you need to own in 2020 as a real estate agent is the capacity to attract the attention of your prospects quickly. To do that, you want to use catchy words in the headlines, opening sentences and meta descriptions. For example, if you're creating an infographic, you want to use smart words to show people what your infographic is all about.

For instance, if the infographic or whitepaper talks about the top 10 home renovations that offer the worst ROI, you should probably write a title and a description similar to: "Do you care about your ROI when selling your home? Discover below the top 10 home renovations that offer the worst ROI and learn how to stay away from them."

Use Compelling CTAs

Basically, you want to ensure that you use the right CTA to ensure that your prospects are taking the right action. Since the CTA is a key element on your site and since you want to use at least one CTA in the leadspace (because of several reasons, one of them being the optimization for mobile), you want to ensure that you make the most out of this key component.

Experts estimate that CTAs are read by over 90% of website visitors, you have to create compelling CTAs that target the specific buyer journey stage. If you create awareness campaigns, entice people to learn more about the topic. However, if you have a landing page designed for conversions and users are already well-documented, try to get them to try your service or contact you for a discussion.

Focus on your Branding

As an integral part of your content marketing strategy, branding plays a key role to ensure that you develop a strong brand around you. For that, you want to have a unique logo, your own color scheme, your key differentiators on the market and other elements that can give you an edge over your competition. 

Content Marketing Branding Tips

  • Create social media templates to keep all your shares constant with your brand.

  • Get compelling intro and or outros made for your videos for consistency. 

  • Publish on a schedule. If you have a podcast create brand loyalty by uploading a new episode on the same day or days of the week.

Keep reading to also find out how you can build a solid brand by also leveraging your social proof.

Measure your Data

Using analytics to measure your data is mandatory if you want to better understand your audience and know what works and what has to be improved. In addition to the constant A/B testing that you need to perform on your pages, social platforms and paid ads, use the best analytics tools to stay on top of your customer behavior change.

Leverage Social Proof

Lastly, as a real estate agent, you want to make use of awards, followers, accomplishments and any other business credential you have that could give you an advantage over other local realtors. Post the badges and accomplishments on your site, on the main page, services pages and About Us page. Add these accomplishments to your branding material. For example, have your accomplishments listed on your social media covers and post graphics.

Final Thoughts

Now more than ever getting creative is essential for growth in the real estate industry. This is the perfect time to create dedicated useful content for your target audience to leverage the massive uptick in online consumption happening right now.

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Steven J. Wilson

I'm Steven J. Wilson a Reverse Mortgage Researcher and Digital Marketer. I effectively educate seniors on the benefits of Reverse Mortgages and build the Brand and Authority or Reverse Mortgages professional's online presence in their markets.


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