April 14, 2016 by Katie Lance in Articles
Lead generation is one of the real estate industry’s hottest topics. There are myriad ways to generate real estate leads but one of the most effective ways is by developing a killer content strategy.
Content helps to draw prospects in naturally. When done consistently, content will help to give prospects a sense of what it feels like to work with you. But, there are challenges.
Let’s break down six things you need to know when creating your killer content strategy.
You need a straightforward roadmap of what you’re looking to produce and for whom you’re producing it. It’s certainly possible that rather than a single typical customer, you might have several different types of frequent clients. You’ll need strategies to reach them all.
When you can really start to dig into those questions, you can set the stage for creating content that supports your brand.
Getting a handle on your brand means putting your thoughts down on paper — or pixel, depending on what works best for you. Start by identifying your strengths, challenges, and analyzing your competition. How can you differentiate yourself from other local agents? The answer will help you drive content.
Remember, your brand is so much more than your colors or logo. Your brand is what people say about you and how they describe you. How can you leverage their opinions or testimonials, and create (or curate) content that reinforces them?
Last, think about who you want to target and where they are hanging out. For example, if you are focused on the millennial market, you may leverage Snapchat and Instagram because your demographic embraces those platforms.
Here are several questions that will help you determine what you want to achieve with your content:
You’re ready to begin selecting the ways you’re going to deliver your content. This can include any or all of the following channels:
Go forth and create your content plan! This may entail an editorial calendar, planner or both. However you tackle the task, though, make sure that your content schedule flows well with a combination of the large and the small.
Don’t reinvent the wheel. Remember, with every content piece that you create – think about how you can repurpose that content to generate leads. For example, you may create one blog post a month. That one blog could get sliced and diced a number of different ways:
One of the most important things you can do is to have a strong call to action with each piece of content. At each post’s conclusion, send people to a landing page or your website that can capture their contact information. If you’re a SmartTargeting customer, you can generate qualified seller leads using your branded SmartHomePrice or “Name Your Selling Price” landing pages.
Keep creating content consistently, and then put in place a system for letting people know about your content. Build your email list and then engage them using a service like Mailchimp, Constant Contact or Aweber on a regular basis.
If you employ these methods you will be providing valuable content for your past clients, and you will be reaching more and more people over the course of time. Remember, content strategy for lead gen is a marathon and not a sprint!
What are your thoughts? Let me know in the comments below!
Katie is the Founder of Katie Lance Consulting – a social media and marketing firm. Katie’s clients include companies such as RE/MAX International, DocuSign, RPM Mortgage, SmartZip and many others. Katie has been ranked the last two years by Inman News as one of the top 100 individuals in real estate. Katie is also a frequent keynote speaker, a contributor to The Huffington Post and formerly was the Chief Strategist for Inman News and lives in the San Francisco Bay Area.comments powered by Disqus
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