Helpful, informative content is the bedrock of any real estate agent's digital marketing strategy.
In a nutshell, "content" is anything you publish in the hopes of helping current and future clients make informed decisions about real estate. Good content showcases your expertise and previews the value you offer. Content is vital to building a relationship, especially with leads who have not met you in person. Once a lead is on your radar, it might be months before that person takes the next step. Content keeps you in touch.
Blog posts, e-books, and videos are the most common types of real estate content. While you normally publish most content directly on your website, you can always use social media to amplify it further.
Content doesn't just entice visitors to your website, however. It also helps convert leads into customers. As leads do more research, they look for deeper, more specific content. By aligning your content marketing with their needs at different times, you position yourself as a trusted advisor.
Real estate content is indispensable to three critical conversions:
Sure, someone can go directly from social media follower to customer. It's even possible for a prospect to visit your website, fall in love with one of your listings, and schedule an appointment right away.
In many cases, though, people follow this predictable path from prospect to lead to customer. You must have the right content available to move them forward.
Engaging with social media followers is crucial because they may be actively comparing real estate firms. The jump from social media follower to email subscriber is big: Email is much more direct and intimate.
Consider this: In recent years, social media platforms have created algorithm-driven "bubbles" that show users only content they are most likely to respond to. In almost all cases, this results in diminished reach for brands.
On the other hand, email subscribers see your messages every time.
Well-designed real estate lead magnets create the bridge you need.
Lead Magnets Set the Stage for a Lasting and Lucrative Relationship
A lead magnet is a piece of real estate content specially designed to move the relationship forward. It does this by meeting your social media followers precisely where they are and giving them highly valuable information and insights they can't find anywhere else.
What distinguishes a great lead magnet is this: It is something they can use right away.
Master this formula, and you'll turn your social media feed into a lead engine. Followers get lead magnets for free, but they must join your email subscriber list to receive one. This uplevels your relationship.
Let's look at the most effective real estate lead magnets on Facebook:
Social media lead magnets work best as part of a comprehensive digital marketing strategy. Marketing automation makes the whole process faster and easier for you. To find out more, contact us at Delta Media Group today.