Chances are, as a realtor, you know full well about how competitive the industry is.
Just take a look at the amount of active real estate agents in California (spoiler alert: it’s 194,572).
Even if your real estate business is booming, it’s hard to deny that there’s always something in the back of your head telling you that it could grow more.
And as the industry tangles more and more with the digital world, finding new ways to stand out is absolutely essential if you want to stay ahead of the curve.
The latest trend? Content marketing!
Whether you’re writing articles for your firm’s blog or tailoring the perfect words to inspire someone when they leaf through your property’s booklet – having the right content in place is absolutely essential if you want to drive new leads and make any sales in 2020.
And while it’s easy to think you’ll get away with a DIY slap-job – you have to ask yourself why most of your clients turn to you in order to buy and sell their homes. More likely than not, it’s because you’re a professional. One who has the know-how, tools, and expertise needed to make the transaction a total success.
In the same manner – hiring a professional writer to craft copy that connects with your clients, engages them, and ultimately drives them to purchase or sell, is the best way to go!
But will real estate content really help you grow your business?
Yes! In fact, making the right investment into content marketing can help you 2X your customer base and take your entire venture to the next level.
Let’s take a look at some of the core benefits that realtors stand to gain from investing in rock-solid content.
Position Yourself As An Authority & Build Trust From The Get-Go
When it comes to things that make people tick – the number one feeling that buyers and sellers both seek is trust.
They’re looking for testimonials, sneak-peaks, and other snippets of information that help them validate the opportunity they’ve got on the table.
For sellers, this could be website copy that showcases your track-record alongside testimonials that position you as a real estate superstar.
On the other hand, for buyers, you might be looking at eloquent sales copy that highlights the essential benefits that your property has to offer along with some highlight reviews from people that you’ve helped find their dream home.
Effectively, having the right content in place helps you guide your customer’s decisionmaking process by planting the right seeds of thought in their minds through a series of carefully chosen master-crafted words.
Boost Your Search Engine Rankings And Get More Leads
In today’s world, at least 90% of decisions made start on Google.
Whether you’re trying to find the best Thai place in your area, the best bank account package, or even the next property to scoop up – search engines are there to save the day.
As such, making sure that you’re there at the top of your customers’ search results is absolutely crucial.
And without well-written, properly optimized content – you’re never going to get there.
In fact, content optimization is the keystone to a healthy SEO foundation. And producing relevant content that answers the questions your audience is asking is the number one way to build a strong rapport and connect with potential customers right from the get-go.
You’ll get lots of visitors from the web, give your firm a huge boost in terms of exposure, and ultimately – you’ll get a lot of new customers for your real estate business.
Stay In Touch And Up To Date With Your Customers
If you’ve been in the real estate business for a while, you’re likely well aware of how important it is to stay in touch with your customers.
Even after they’ve bought or sold through you – they’re likely to recommend you or even come back to have you facilitate another transaction for them.
Why? Because they already know and trust you!
And while sending them the occasional Holiday Greetings postcard is a fantastic way to say “hello”, sometimes it’s just not enough. After all, you’re only reaching out once a year and you have no insight on what their plans are between each touchpoint.
To supplement the good old postcard approach, you could write regular blog posts or send out a monthly email newsletter that helps them stay up to date on the latest real estate market news and trends in their area.
This is valuable because it helps them stay connected to the market, and can help them find the right time to sell or buy. And since you’re the one that delivered the information – you’re first in line for their business when they’re ready to make things happen!
Save Big On Digital Marketing Expenses
It’s no secret that running digital marketing campaigns to generate new leads and grow your business isn’t exactly cheap.
In fact, according to Zipper Agent, most real estate agents spend thousands of dollars per month on their digital marketing efforts. And when you consider the fact that a single click on your Google Advertisement in the real estate space can cost upwards of $50 – it’s easy to see how quickly the costs can add up.
But, what about content?
As we mentioned in our guide on hiring the best writers for your business blog – you’ll be spending anywhere between $0.07 and $0.25 per word on content. And this content is going to be up there month after month, generating new leads and clients.
If you do the math, that small one-time investment is going to pay itself off big time and the returns can scale quite high as time goes by!
So if you’re losing money on Facebook Ads and Google Ads – you’ll definitely be better off investing in content instead. And if they’re profitable for you, making a parallel investment into your content is only going to supplement the results you’re already getting.