At any given time, there may be thousands of people in your market who are just "thinking about" buying or selling a home. Each person may be weeks, months, or even years away from making a decision. But as they are getting closer to one, they go online.

The internet has provided a phenomenal way for anyone to learn about nearly any subject. When people have problems to solve or tough questions, they use Google to find answers.

That decision – to start gathering information out on the Web – is where a prospective customer's needs and your expertise come together. The way you put yourself on the radar is content marketing.

Content marketing is an approach to digital marketing that focuses on posting helpful, useful, informative content on your website. Most of this content will come in the form of blogs, but it can also encompass photos, videos, infographics, reports, and much more.

Content marketing in real estate has two primary purposes:

1. Draw more traffic to your website by helping you appear higher in relevant searches
2. Motivate visitors to convert to leads who'll contact you when they're ready to move

Content marketing flips the script on old-fashioned marketing approaches that involve "pounding the pavement and pressing the flesh."

Sure, there are lots of face to face marketing methods that are valuable in real estate, but only content keeps working for you 24 hours a day, seven days a week.

Six Steps to Creating Content That Converts

The content funnel looks something like this:

• Blog posts with great photos, illustrations, and videos guide traffic onto your site
• Visitors become leads by joining your email list in exchange for premium content
• Leads get helpful, informative emails about once a week until they're ready to act

That may seem like a tall order, but it's easy to understand when you break it into steps.

1. First, Know Yourself
   Early in a real estate career, it's crucial to learn everything you can. When you launch a content strategy and start automating lead generation, though, it's vital to ask: What are you most interested in? What transactions do you prefer, and, most importantly, what kind of client do you enjoy working with? This helps you understand the brand your content will communicate.
2. Know Your Customers
   Every piece of content is written for someone. Rising professionals, growing families, and empty nesters all have different needs. They come to real estate for various reasons, have different goals – and, vital to your content, they worry about different things. Who is your ideal customer? How do they like to be spoken to, and what sources do they already trust for information?
3. Write Blogs That Solve Problems and Answer Questions
   Whoever your ideal customer is, your content is where you put your expertise into practice. Each blog post you write should focus on answering a single question or solving a single problem. You can define this broadly, writing about the amenities that make your city special, or more narrowly, answering common questions about financing, but be sure every topic is relevant.
4. Craft a Terrific Lead Magnet to Get Visitors on Your List
   As people read your site, they get more interested in you. Compelling local content is especially helpful in motivating them to take the next step. As an expert on your area, only you can give them the inside insights on everything that sets it apart. Many people will join your mailing list to see a neighborhood comparison, buying guide, or other pieces of well-researched content.
5. Amplify Your Blog Posts and Listings on Social Media
   The content cycle refers to the way one piece of content can become another over time, with each form appealing to more people. For example, a blog post can become a video script, and a video can be the basis of a webinar, and so on. But all content, no matter what it is, can be shared on social media alongside your listings. A tool like Facebook Connectorâ„¢ simplifies the process.
6. Tie Your Blogging and Social Media into Your Email
   Don't be intimidated by the thought of sending out weekly email updates to your leads. If you're doing content marketing in other ways, most of the work is already done. Your social followers, new visitors, and email subscribers are all different audiences, so don't hesitate to share your blog updates to your email list. My Customer for Life helps you automate email marketing.
   
   

Delta Media Group Empowers You With Custom Real Estate Content

You know you need content marketing, but not everyone is a writer. Our experienced digital marketing team can help you succeed with custom real estate content that makes the winning difference. It'll help you attract clients, build trust, and raise search rankings.

To learn more or get started, contact us.