The challenge for any real estate team is the ability to consistently create quality content to share with their clients and prospects.
In this article, I’ll share How Real Estate Agents Can Turn 1 Video Into 3 Pieces Of Content and how this can make your marketing much bigger than you intended it to be.
The GFC was a wake-up call to real estate businesses.
Those who focused on sales and didn’t invest in building a trusted and sustainable brand were at the mercy of the market. But those, who at the same time, were building their brand as the trusted authority weathered the storm and came out the other side.
Marketing today is no longer about shouting the loudest and you can’t rely just on your brand name to gain trust from the community. Content marketing is something different. It requires a company to consistently create content that adds value to people’s lives and then fade into the background without the expectation of an immediate return. This goes against the grain of what real estate agents have been taught about marketing.
Not everyone can sit down at a computer screen and write a blog post, it doesn’t come natural to everyone. Myself included. But there are smarter ways to create more content for your brand and with the popularity of video in the real estate industry, along with the growing public preference for visual media over text, real estate agents have the ability to use technology to multiply their content creation like never before.
But this is content marketing and, quite simply, those who practise it are followed, subscribed to and remembered when someone is ready to engage a real estate agent. Companies that don’t, aren’t.
Educational videos are becoming quite common in real estate, but a small few of our elite performers are taking their marketing and content creation to another level by turning each video into other formats, including:
- Audio recording/podcast
- Written blog articles
How people consume content differs from person to person and these three formats provide you with an opportunity to be relevant to more people than you could if you only offered one.
Let’s break down the process of how you can make three pieces of content out of one video.
Most modern computers will have free video editing software that will allow you to separate the audio from the video and save these as separate files.
Upload your audio or video to a transcribing service such as Speechpad, which will turn the audio into text. We use this for Real Estate Pros and it costs about $50 for a 40-minute recording with a turnaround time of 48 hours. Once you receive your transcription back, you will still need to have it checked for all the important things such as spelling, grammar and punctuation. You might also like to add additional sections before uploading it to your blog.
Create an account with a podcasting host such as Podbean, upload your audio file and connect your account to iTunes – instructions here. Podbean provides an easy to follow menu to get you up and running and once you’ve submitted your podcast feed to iTunes it will need to undergo a review process by Apple. Once approved, your podcast will go live in iTunes in about 24 hours.
From within iTunes, you can share the link of each episode of your podcast directly to your social channels. Here’s a great article from Jon Loomer that shows you how to do this, as well as an advanced guide on how to promote your podcast using Facebook ads.
Upload your video to your preferred hosting provider i.e Youtube, Vimeo or Wistia, for example. Then, embed your video into your blog with a text summary of what the video is all about. Share the link to your website on social media, not a Youtube link. Bring people back to your website, not someone else’s.
Share your content via social media and in your e-newsletters.
None of what we’ve suggested is hard. It can be a little tricky at first if you find software a little daunting. But with a little help from your friend Google or someone in your team with the right skills, you could learn how to do this. You can make your content marketing much bigger than you intended it to be and it can help you engage with clients in ways you didn’t know you could.