Creating content for the sake of filling up a fresh new blog site is hardly productive.
It’s kind of like checking emails all day long and calling it “work”—sure you’re going through the motions of organisation, but you aren’t necessarily getting anything important done. This type of mindset can get in the way of your success as a real estate agent.
At any rate, a smart approach is required to create content that effectively reaches and resonates with your target audience. You have to combine the ideologies of optimising for search (to be found) and creating content for humans, the ultimate end user.
So, how do you create real estate content that homeowners are genuinely excited to consume?
You can start by finding the questions they’re already answering.
What do Prospective Homeowners Want to Know?
When it comes to creating real estate content, many people get stuck in the idea phase. Some wonder what to write about that hasn’t already been done before or how they can add a unique spin to a given topic. Many others have trouble putting any ideas together, good or bad.
When it comes to topic development, you don’t have to do all the work on your own, and you certainly don’t have to guess at what your audience might be interested in. Luckily, there are plenty of online tools (mostly drawing from search data) that can swiftly bring about a number of ideas:
- Answerthepublic.com: Find out what questions and queries your consumers have by getting a free report of what they’re searching for in Google.
- Quora: A forum-like entity that connects people who have questions with experts who have the answers. Quora is a great place to look for trends regarding what people need help understanding.
- Ubersuggest: If you’ve done some keyword research and know what to target, but aren’t sure how to develop it into a complete topic, Ubersuggest can help you fill in the blanks with long-tail keyword ideas/topic suggestions.
- Google Suggests: Google’s autocomplete function. When you type in a query on Google, it provides you with options for how to end the query based on what other people are searching. You can also look at the “Searches related to google suggestions” box at the bottom of the search engine results page for related ideas (and semantic keyword ideas).
Let’s say you’ve tried out these tools and have created a long list of potential real estate content ideas. Once this critical step has been accomplished, how do you use these ideas to advance the goals of your real estate business?
Turning Content Ideas into Expert Positioning
So far, this article has referred to real estate content mostly with regards to a written format, perhaps as a blog post or long-form article. Though written content is popular and should play a role in your strategy for marketing to local prospective home sellers, it’s not the only type of content you should create to help position yourself as an expert in local real estate.
After your initial topic brainstorming session, here are a few different types of real estate content to consider creating:
A staple in any content marketing strategy, it’s fair to assume that blogging is here to stay as a best practice for reaching potential customers and building trust with them. Even without a published book, being an author online can help you to build authority so long as your content is well written, well cited, and engaging.
If you consider the major property portals, they drive revenue from advertising. Without traffic, they won’t drive revenue. Without quality content, they won’t drive traffic. Your website should be considered no differently. The only difference is you’re not selling advertising (although you could if your traffic was high enough!), you’re selling homes.
Blog posts are ideal for anything from quick news posts to in-depth guides. From a real estate perspective, you might use blog posts on your website to answer common home buying questions (i.e. Can I get a building & pest inspection if I’m buying at auction? If there’s a tenant on a fixed-term lease, what are my options? etc.) and to create content that anchors you to the local community you serve (neighborhood guides, local event roundups, etc.). These major categories will make your website into a useful guide to prospective home sellers.
If you’re not incorporating video into your content marketing strategy, you’re already behind. Video is one of the top performing content formats on social networks like Facebook, whether used in organic posts or paid ads. Video is entertaining in a more multi-dimensional way than text or images could be on their own.
The best video content clocks in around 2 minutes long. Compared to a blog post, you want to be brief and focus on just one narrow topic per video. From a real estate perspective, prospective sellers will appreciate the chance to “get to know you” through video before meeting you to determine if your personality and experience is a fit for their needs.
When it comes to networking, nothing beats an in-person connection. Enterprising real estate agents understand and appreciate this fact, and create content to be presented as a live event.
When it comes to the perfect live event topic, you could easily adapt a long-form blog post into a presentation. You might also consider offering workshops where prospective home sellers or buyers can come in with questions and documents they need help completing.
It would be remiss to end the discussion of content without bringing up audio content, for which Stepps is well-known. Podcasts are a popular application of audio content, and allow the host to build credibility by wedging themselves into a person’s morning routine, commute, or gym session (or wherever they prefer listening to podcasts).
When it comes to topics, you want something that is more in-depth than a short video but perhaps less long-form and detailed than a long article. You might opt to host a show on your own, digging into one topic per episode, or inviting a guest and giving each episode a theme based on the guest and topic.
Producing a podcast is, in many ways, more difficult than filming video. Because of this, it’s best to hold off on this type of content creation until you’ve invested a bit in some of the other forms of content on this list and know you can be consistent in your efforts.
How to Create Real Estate Content Homeowners Crave
The answer to what your audience needs is no secret—there are plenty of resources available online to help steer you in the right direction. Once you’ve settled on the perfect topics worth expounding on, you’ll want to create real estate content in multiple formats.
For the biggest impact and shortest investment of time (and energy!), repurpose content created on one medium for another – if you’ve created a video, transcribe the audio into text using platforms like Rev.com and voila! You now have a blog article as well as a video.
What are your best tips for creating real estate content that homeowners crave? Leave your comments below.