Content Marketing for Agents: Solidify Your Strategy to Stand Out

Today’s digitally-driven society has forced every industry to change its ways, and this is especially true for real estate. Technology has made the market even more competitive but has also provided additional benefits and resources. Going digital has allowed real estate agents to show off in ways they have never been able to before. Taking advantage of content marketing is important  in a world where consumers have completely tuned out traditional marketing strategies.

As defined by the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Nowadays, people prefer an agent who engages technology.

Nowadays, people prefer an agent who engages technology.

Why Content Marketing?

  • Builds a personal brand
  • Builds trust
  • Gives you a new way to connect with potential clients
  • Builds existing client relationships for future listings

And the list goes on. There are many advantages to creating content, but it can be tricky at first. It’s good to have some guidelines that can help you stay on track and stick to a successful plan.

Getting Started

So now we know it’s important to create content, but how do you get started? Check out these tips to guide you on your way to becoming a content creation guru.

1. Simplicity Is Key

Creating a personal website can be overwhelming at first. Don’t get caught up with filling all the white space and finding attractive images to “beautify” your page. Think clean, professional and uncluttered. Your website will be the center of your digital universe and should clearly convey your personal brand or message.  Two ways to create a website are to hire a professional, or create your own on WordPress or other available blogging sites. By hiring a professional, you don’t have the stress of navigating this new venture, but you do have an associated cost. For a more budget friendly approach, there are plenty of options and templates available to make designing your website a breeze.

2. Develop a Personal Brand Image

How do you want clients to remember you? If you had just two minutes to make an impression, where would your focus lie?

These are the questions you should ask yourself when deciding how you want clients and potential clients to view your personal brand. It’s also very important to consider how you’re going to stand out in a cluttered industry.

“Years ago, your potential clients only had a few options,” said Seth Price in his Guide to Creating Killer Content for Real Estate Marketing. “Today, they have seemingly unlimited options.” It’s important to stand out in the current industry. Showing your personal brand through content marketing is a good way to rise above the crowd.

3. Search Should Be Easy As 1-2-3

This isn’t a scavenger hunt. Any current or potential clients visiting your page should be able to find listings immediately, and don’t rely on antiquated technology to get your point across.

“Consumers have grown accustomed to the ease of searching on Google, Trulia, Zillow and Amazon,” said Price. “They are now demanding that your site be just that easy as well.”

4. Photos Are a Must

Pictures attract consumers in any industry, but very much so in the real estate industry. People want visuals, and if you aren’t providing them, someone else will. Chances are, they’re stealing your potential clients.

Quality pictures can help close the deal. Often times, a buyer will decide whether to schedule a showing based solely on the listing pictures. Price advises that you don’t skimp on photo quality or quantity because a large number of high quality images increase engagement on your site.

5. Blogging is Essential

In today’s digital world, telling stories as a means of marketing your personal brand is a quick way to hook consumers. Examples of popular blog topics include describing the positive experience of a current client, where the real estate industry currently is or is heading and other market specific information. Any content containing “tips” and “how-to’s” attract both sellers and buyers.

“Write about what you know, and include links to articles from folks who know more than you do,” says Real Estate Agent Cindy Saling. “Add pictures that say what you want to convey and use tags that direct traffic to your blog.”

“Moreover, today’s home sellers have more options than ever before to list and market their properties,” says Donald Van Dyne in his article. “The goal is not to cut out the real estate agent/broker, but to use a real estate professional that engages technology.”

Don’t get overwhelmed with making your content flowery. Less is more.

Maintain a consistent personal image throughout all aspects of your marketing. Make sure customers can easily navigate your webpage and quickly find listings. Stay on top of providing quality photos.

Last but surely not least, don’t ever underestimate the power of blogging, it gives a personal touch and allows consumers to get a feel for you and your business.

Photo courtesy Victor1558