Content marketing is a great business driver

August 4, 2017

Many real estate professionals may be on the fence about "content marketing," but experts say it's a great way to engage potential clients, especially on social media and via email. With this in mind, those who are on the fence would be wise to at least examine the ways in which this type of marketing may help convert more leads and referrals into sales both as the summer shopping season winds down and into the autumn.

The first step for any agent is determining what kind of content they want to pursue, based on a number of factors, according to Inman. For instance, depending upon the demographic information and contacts they already have, many agents with a younger audience may find more purchase in social media marketing, while those whose clients tend to be older might get ahead with emails.

What to market
Of course, when it comes to the actual "content" of said marketing, there are different approaches some may feel comfortable taking. Beautiful photos or videos of nice listings are a good place to start, but beyond that, experts generally say agents would be wise to not try to sell properties, but sell themselves.

The ability of an agent to use content marketing to highlight their expertise in a given neighborhood or town, as well as the experience and skills they've gained after years in the industry, is typically crucial to success here. Properties, to some extent, are going to sell themselves - especially in today's high-demand market - but agents need to make sure their marketing efforts help them stand out from the crowd.

How to market
Meanwhile, perhaps the biggest key to content marketing is to make sure it works on every device possible, Inman further noted. More people check their email and social feeds on their smartphones than not, so if an agent's marketing efforts don't accommodate those devices, they may risk getting off on the wrong foot with potential clients.

In addition, agents might want to at least experiment with video marketing as a way to show off both their listings and themselves. Doing so may enable them to connect with their online followers or newsletter recipients in exciting ways, but the effort may not be for everyone.

With this in mind, it's vital for agents to also continually look at the underlying numbers on their marketing; figuring out what works and what doesn't will help inform future marketing decisions. That, in turn, can lead to greater return on investment, in terms of both time and money spent on these marketing efforts. Fortunately, modern marketing software will typically be able to give users plenty of data about the effectiveness of their approach.

The more agents can do to continually evaluate everything they do, and see whether that leads to better outcomes in terms of real estate sales, the better off both they and their clients will be.