3 Fast & Easy Content Marketing Ideas For Real Estate Agents
My friend +Bill Gassett
is a leader in web marketing for real estate agents. Today he asked a classic "either or" question on Google Plus profile or viable and tagged "business content".
Either or questions are tough because #contentmarketing
is like tapestry weaving. Your content tapestry is either strengthened or weakened by everything you do. I hear, "No Time" as an objection to content marketing and #socialmediamarketing
all the time, yet every real estate agent I know lives on their phone and the are FAST in returning my calls.
Think of #SMM
(social media marketing) and content marketing as a ringing phone. Answer your phone in creative ways and your network grows and you make money. Don't answer your content marketing phone and someone else will build a network where you are not and that can hurt.
What would I do if I was a successful real estate agent and wanted to grow my network with SMM and content marketing?
I could write 5,000 words on why blogging should be your content marketing hub or you can just trust me that it is a good idea to have a blog of your own. Websites are good but can be very static. Blogs get more User Generated Content #UGC
and social shares and both (SMM + UGC) are key to traffic from search engines.
Blog short relevant bursts, Q&A, tips and images daily. I know I just heard a thousand agents run screaming from the room too, but think of all of these suggestions as a ringing phone.
2. Support your blog with GPlus, Twitter and Facebook. I don't LIKE doing the same content in the same way across those very different social nets but it is a way to get started. As your "new to social media" agents learn the ropes then they can think of Twitter as the radio of the web, GPlus as a great place for long form content (like this) somewhere between a blog post and a Tweets and Facebook as a great place for pictures and questions.
3. Up your VISUAL game 10x. Sometimes a great blog post is a video or five pictures with captions. The more visual you can be the more shares you receive. I'm doing an exhaustive Top 10 content marketing analysis of my +Scoop.it
feeds right now (http://www.scoop.it/u/martin-marty-smith
) and what keeps coming up is Infographics and visuals. If visuals are critical to IMers like me visuals should be holy writ for real estate agents.
Learn to write with sticky analogies and tell visual stories (read Made To Stick by the Heath Brothers for more).
If a real estate agent is a consistent blogger and knows how to support her content with social she makes more money than those who don't By blogging daily an agent learns things that can't be taught any other way (such as how to create viral content, how to respond to trolls and ways to build a network faster). If an agent isn't in the game they can't try to cherry pick its benefits by JUST doing SMM. Blogging = in the game.
Blogging is the CORE of the game, so start there and build out to social. As your network builds bring people in who aren't real estate agents (as you do so well) since real estate crosses so many disciplines (finance, marketing, building, decorating, psychology, coaching etc...) that you can talk to anyone and there is a relevant conversation to your real estate agent network.
Do you need a good +Google+
profile? Yes. Would it be helpful to have great business pages? Yes. Do you need a way to have conversations and answer questions that YOU OWN? Yes. One useful rule of thumb to remember is social nets make THEM richer unless you are sure to move the value you create, at least partially, over to earned digital assets such as blogs, websites and email marketing.
Real estate agents, like Internet marketers, need diversification (of content and social media) and Key Performance Indicators (KPs) they watch to know what is working and why. More and more I believe ANY KPI is helpful because all of Internet marketing is balanced against itself
If traffic goes way up without conversion following (and we can have another conversation at another time about what a "conversion" is but lets just say someone gets on the phone and wants your help buying or selling a house is the ultimate conversion for a real estate agent's content marketing) something is amiss so KPIs are always "balanced against themselves".
If your phone starts ringing off the hook good to know why so you can do it again and thank whoever is behind it (lol). One Christmas back when I was an Ecom Director our links in started going way up WITH NO CORRESPONDING INCREASE in conversions (sales). This is what I mean by our KPIs should be balanced against one another. When links in went up too fast I knew we were in the middle of a "spam storm" because so many new links should mean more money too.
If I were a real estate agent I would watch daily unique traffic to my blog, time on site, pages viewed and bounce rate. I would also watch my Twitter following Retweets and Favorites. I would watch my G+ following, mentions and be sure to puck up and riff on mentions (as I'm doing here). Finally I would ask questions and share pictures on Facebook (and videos on YouTube).
Here is a helpful tip. If you post a video on YouTube grab the embed code and put it on your blog too. I hate driving traffic away from me, but an embedded video can enhance engagement so much one every now and again is a good idea. If I had 50 videos I would host them on Brightcove or something similar and then play them within my stack of content (most SEO advantage because time on site goes UP when videos are truly on your owned content and not widgetized in as with YouTube).
If were a real estate agent I would be looking to create a video library fast, so VideBLogs might even be a better idea than writing except for the fact the spiders can really "see" the video yet (so keep writing too. In the end any either or question hurts the tapestry of content marketing you are trying to weave. Better to knit profiles to blogs to business pages to videos than drop one in favor of the other (since they all benefit from each others presence).
More content is always better than less until you know what are the magic beans of content types to real estate agents. If you discover your video blog posts are crushing it do more video blog posts (metrics help you answer questions like that) Never DROP anything since Google doesn't and always look to OWN as much of your diversified content marketing as you can. Marty