World renowned marketing expert Seth Godin famously said a few years ago “Content marketing is the only marketing left.”
Consumers today have all the power. They have all the information that, traditionally, only we as real estate agents could provide. Today, if you’re not creating value outside of the real estate transaction, it’s going to be very difficult to get attention. This is where content marketing can provide the ultimate competitive advantage.
In this episode of Real Estate Pros, we discuss six steps to content marketing success in real estate and we share a real world case study of one agent, with no previous industry experience, who is outperforming agents many years her senior with a content marketing business model.
In his book titled Content Inc., Joe Pulizzi, shares countless case studies of brands of all sizes from around the world about how they’ve built large audiences and highly successful businesses based on the content they are producing.
In his research for the book, Joe found that each of these case studies shared a common formula.
According to Joe, there are six steps in the Content Inc. model that each person or brand has taken:
Step 1 in the Content Inc. model is finding “The Sweet Spot”. Joe describes this as identifying a topic that you are competent in and that you are also passionate about.
Step 2 is to determine how you can “tilt” your topic to find a place where there is little to no competition.
Step 3 is to establish the number one channel for publishing your content such as a blog, podcast or YouTube for example.
Step 4 is all about using social media and other platforms to drive traffic to your content and turn readers or viewers into your subscribers.
Step 5 is where we should start expanding our content into other channels.
Step 6 is all about monetising our content.
What I found after months of searching real estate examples was that they are few and far between. The agents and agencies who are using content marketing to grow their business, have a huge advantage when it comes to getting attention today.
On this mission of ours to find people in real estate who are using the practice of content marketing to grow their business, I met an amazing woman and equally inspiring real estate agent by the name of Gia Le.
Located in Perth, Gia started her career in real estate toward the end of 2015. With a background in the finance industry and a Bachelor of Marketing and Media, Gia was recently ranked 4th on the REIWA Top Rookie list.
While this is impressive in and of itself for someone with no previous experience in real estate, it’s Gia’s approach to content marketing that I’d like to share with you.
In an interview I did with Gia on this very podcast a few episodes ago, she told me about how when delivering DL cards to local homeowners, she realised it was going to be difficult to get attention if she was just one of several agents spamming someone’s mailbox.
Unknowingly to Gia at the time, she started her journey along on the Content Inc. model.
Gia knew she was passionate about other people’s stories of success and she knew she was great at speaking to people.
Gia decided to use that passion and skill set to do something no one else in her market is doing – she started interviewing local entrepreneurs and people of influence in her local market about their stories of success and how real estate has played a part in that story.
Gia chose her website to feature her interviews in the form of a blog with images of her interviewing these inspiring entrepreneurs.
Gia uses social media to amplify her latest interview, to drive traffic to her website and turn readers into subscribers.
Gia is diversifying her content by now holding a live event where she invites VIP’s to meet some of these amazing entrepreneurs and hear them share their stories on stage.
Gia just happens to sell real estate. With no experience in the industry until less than 12 months ago, she is outperforming agents many years her senior.
The world renowned marketing expert Seth Godin famously said a few years ago:
“Content marketing is the only marketing left.”
Seth went onto to say – and I’m paraphrasing – teaching your customers and giving them the resources to believe you, is new marketing. They become a fan of yours because you teach them something that makes them feel better about the world.
Consumers today have all the power. They have all the information that, traditionally, only we as real estate agents could provide. Today, if you’re not creating value outside of the real estate transaction, my fear for you is that it’s going to be very difficult to get attention.
Gia Le shows us that content marketing can be the ultimate business advantage in real estate today.
Her audience isn’t calling in three other agents when they’re ready to sell. They’re not going to agent review sites or flat fee model platforms. They’re calling Gia because she delivered valuable content without any expectation of an immediate return and she trusted that her audience would come to her – eventually.
My hope for all real estate consumers is that examples like this are not rare. A rising tide lifts all boats as they say and the more Gia Le’s we have in real estate, the better off our industry, and the perception of its people, will be.
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