Can Content Marketing for Real Estate Agents Actually Get Clients?
You’ve heard time and again that content marketing is the best way to build your online presence, but can content marketing actually help real estate agents get new clients? It depends on what kind of content you’re creating and how you use it.
Face it. You are a small fish in a very crowded red ocean. Sharks and barracudas are swimming and swallowing up competitors with ease. I’ll name some of them right now: Zillow, Realtor.com, Trulia, Homes.com, etc. With so many other websites out there already dominating the content landscape with their own listings and general market information on buying and selling homes, how can you possibly compete?
I’m going to get very specific here. You can blog until you’re blue in the face and get nowhere unless you’re writing the right kind of content and using it to attract the right kind of leads. Leads in your market who are getting ready to hire a local real estate agent like you.
The bottom line is this: if you want your real estate content marketing efforts to actually pay off in terms of getting new clients, you need to focus on creating content that will attract buyers and sellers who are ready to do business now. And there is only one thing that does that. What is it?
Exactly answering questions that sellers and buyers have that you mistakenly believe everyone knows.
Do you think that answering simple, specific questions online is a waste of time? Some questions are seemingly so simple, and so basic. Why write about them?
People ask basic questions about real estate in your local market and about your local market. Far more often than you think. Generally, Bigger websites can’t dominate at the local level when you are doing the job.
Impostor syndrome holds you back from answering real estate questions
Don’t let impostor syndrome stop you from creating content that answers these types of questions. Often it’s down to one or two people who do a decent job of informing the local public of topics they really want to know about before they make a move to buy or sell a home.
You know what impostor syndrome is, right? It’s when you feel like a fraud, even though you’re not. That little voice inside your head tells you things like, “Who am I to write about this? I’m not an expert.”
But here’s the thing: there is no such thing as an expert in real estate. The market is constantly changing, so you can never truly know everything about it. And that’s okay! What really matters is your ability to understand what local buyers and sellers are looking for and how they want to be approached by a real estate agent.
You don’t need to be an expert to answer real estate questions. You just need to have a deep understanding of your local market and the needs of your target audience.
This is where precise, hyper-local content marketing comes in.
You know the terms Zillow, Redfin, Trulia, and realtor.com already dominate. Homes for sale, real estate for sale. They usually have the top results for the general “what’s the price?” searches. These are bigger websites that focus on the national level. But when you’re a local real estate agent targeting a specific city or town in your area, it’s very difficult to compete with those larger sites at their own game. There’s another game. More profitable. Easier to target. Easier to engage clients on a more personal level.
70% of people work with the first agent they have a conversation with. Be that agent.
So how do you stand out locally? By answering questions about things that are local.
What To Write About In Your Real Estate Market
Google tells you what to write about- in part. Google tells you what to write about by the questions that people are searching for online. Those questions may seem simple and basic, but they’re actually a great place to start when it comes to writing content that will engage potential clients.
After all, if buyers and sellers can’t find you on Google because you aren’t answering their most pressing questions, you’re never going to get the chance to engage them in a conversation. You need to be visible when they’re looking for answers.
The key is to focus on creating content that is local, and specific, and that answers ordinary questions people have about real estate or things that impact home buying and selling decisions in your area.
Here are some examples of the types of articles you could write that I just looked up to see if big websites dominate the topic. They don’t.
– How will the new Costco affect the price of my home in (neighborhood)?
– Will the new houses in (any nearby neighborhood) make my home price go up or down?
– What are the best neighborhoods in (city)?
– Pros and Cons about living in (city)
– Pros and Cons about living in (neighborhood)
– What communities in (city) have an HOA?
– Will prices in (area) go up or down?
– Can I sell my own house in (city)?
– Will they build new houses on ___ road?
The list never ends.
Answer every kind of question that might be asked. Someone making a decision right now can find you. They will find out about you first. If you create a video, they’ll see and hear you. That’s like a one-on-one conversation that can happen again and again, night and day.
As you can see, these are all questions that potential buyers and sellers in your area are likely searching for online. And by creating content that answers these questions, you’re positioning yourself as the go-to person for anyone looking to buy or sell a home in your market.
Not only that, but by creating high-quality content focused on your local market, you’ll also improve your search engine rankings too. As you build content, Google will give you increased impressions and traffic for your posts both new and old. This is the core of a highly effective SEO strategy.
There are several different usual strategies that realtors often follow when crafting their content marketing for real estate agents. One option is to focus on blogging, writing articles, and creating other types of content that share helpful tips and information about the real estate market. If you can make that specific, these kinds of articles can perform locally. General stuff that tends to be boilerplate topics will never see the light of day.
Another strategy realtors are often persuaded to take is to create content that promotes their own listings and recent sales. You already know how well that works.
Make it local and helpful to people researching about buying and selling in your local market and you’ll succeed.