"skills are cheap. Passion is priceless."
"I DON'T KNOW WHERE TO START."
"CREATING CONTENT IS SO HARD."
"I DON'T HAVE TIME."
"I'll do it tomorrow."
- MAYBE you are unsure of where to start or even how to start creating content that speaks to your audience. You sell real estate, for Pete's sake. That's what you do. You aren't comfortable creating engaging ad copy (unless it's a listing description) and you certainly don't have the time to learn another skill.
- MAYBE you have a budget that doesn't allow you to hire freelancer writers to create content. You spend enough money on promoting your listings and services, on lead generation tools, and on lunches, fees, dues, and gas. Oh, the money that gets spent on gas!
- MAYBE you do know how to create great content and/or you have the money to hire freelancers, you just don't have the time to do the research, hiring, and scheduling of posts and articles on your social media pages and website. You are selling real estate, after all. And you do have a life outside of real estate (or maybe not).
OR... MAYBE, JUST MAYBE, YOU HAVE A DIFFICULT TIME TRANSLATING THE PASSION YOU HAVE FOR YOUR BUSINESS INTO AN INSPIRING MESSAGE THAT CULTIVATES, CREATES, AND MAINTAINS LOYAL RELATIONSHIPS BUILT ON TRUST.
WE GET IT. WE UNDERSTAND. AND THAT'S THE REASON THIS COMPANY WAS STARTED.
WHAT IS GOOD CONTENT AND WHY IS IT SO IMPORTANT?
Content can be anything — text, photos, videos, or a combination of all three.
Throw a rock and you'll hit some form of content. It's everywhere. Some content is better than other content.
HOW DO YOU DEFINE "GOOD" CONTENT, THEN?
Just like "beauty," it's all in the eye of the beholder. Mostly.
Think about the last thing you read (not including this article) or watched. Did you enjoy it? Did it stimulate your brain? Did it create emotion? Passion?
A sense of urgency? Did it inspire you to take action? Did it inspire you to learn more, read more, do more?
Are you looking forward to more of this type of content?
Good content resonates. Good content is relatable. Good content creates emotion and curiosity. Good content inspires.
HOW DO YOU CREATE "GOOD" CONTENT?
Number One: Keep it simple and clear. Good content should be the length it needs to be. But it should definitely be informational, entertaining, and/or inspiring. Humans have a very short attention span and respond best to short and simple posts, articles, and videos.
Number Two: Be authentic. Be you. Pardon our French, but people see through B.S. as clearly as they see through glass. Authenticity and a genuine personality breeds trust. If your clients and prospects believe you are who you say you are, then they have no reason not to trust you. Leave those slippery sales tactics to those slippery salespeople. That's how you create content to build a foundation of trust.
What do my clients and prospects want? What do they need? What makes them laugh? What inspires them? What do they love? What do they hate?
What are their pains? What are their obstacles and challenges? What do they want to experience? How can I help them obtain their goals?
It is said that advertising and marketing today should be 80% informational, educational, entertaining, and interactive. While the other 20% can be spent on promoting you and your business (not including your listings — those should be marketed all the time; otherwise you are going to upset your sellers).
Create your editorial calendar and content strategy with the above questions in mind, keep your content clear and simple, be the real you, and you are well on your way to content gold.
IF YOU SHOULDN'T BE MARKETING YOURSELF OR YOUR BUSINESS MOST OF THE TIME, THEN WHAT ARE YOU SUPPOSED TO BE MARKETING?
You, the person — not the agent. Market your unique insight, experience, and knowledge in a friendly, personal way. Help folks navigate their way through the real estate transaction by offering advice, answering questions, and pointing out common pitfalls and/or regrets — DEFINE, THEN CONQUER!
Encourage your sellers and buyers to keep an open and relaxed mind throughout the process. Show them all they need to know and all they want to know when it comes to buying homes, selling homes, and owning homes!
Ease their minds with tips, tricks, and hacks as well as stories about the (hopefully) delightful neighborhood they’ve chosen. Engage with them. Deliver that value to them.
As you operate and communicate from this "service first, then sales" mindset, you may be surprised at how effective it is when it comes to turning prospects into active clients.
CONSISTENCY: THE KEY TO (ALMOST) EVERYTHING
"PRICE IS WHAT YOU PAY. VALUE IS WHAT YOU GET." Warren Buffett
There is not a single real estate professional out there who hasn't heard someone say, "Realtors are overpaid." "They aren't worth the money they earn." And, "anyone can sell a house. It's not rocket science." Sadly, there is some truth to this. Today's buyers and sellers are savvier than ever.
Fortunately, you aren't one of those agents who is overpaid and not worth the money. Why? Because you deliver value. Every. Single. Time.
Value comes by keeping your clients and prospects up-to-date with all the industry trends, changes, and updates. Share your expertise in a genuine way. And find the platforms and methods that fit your personality. Doing that makes it easy to keep consistent- and that's how you stay in this for the long-term.
What you plant, you sow. What you sow, you reap.
It isn't as much about attracting the 15% of those buyers and sellers who are "hot and ready" as it is attracting the 85% of the "not yet, but eventually" buyers and sellers.
When you keep the content on your website, blog, social media accounts, in your newsletters, and email marketing campaigns relevant and fresh, buyers and sellers will see that you value delivering service before you have the sale.
Change the way people see real estate professionals by sharing content they can use to make informed decisions.
STOCK PUBLICATIONS IS HERE FOR YOU
Again, we are led by real estate industry veterans. We get it. We understand the hustle and grind. It's tough out there — which is why we do what we do.
We want to see you succeed and have made it our mission to help you deliver valuable content that matches the passion you have for your business. All of the products we offer are designed with your audience in mind. We are constantly changing our inventory to bring only the freshest, most relevant content that speaks to the homebuyers and sellers of today.
If there is anything you would like us to write about or create? Please let us know! We live for and love the spirit of collaboration and want to make sure we are delivering honest value to our customers, as well.
In the meantime, CLICK HERE and receive a special gift from us to you. Every now and then, we will bundle together a free download for anybody to use. These free, instant downloads will contain a variety of products — Facebook posts, graphics, articles, and posts. Some of them will be "evergreen" content (meaning: you can use it year 'round) and some of our free, instant downloads will be seasonally-based or holiday-themed.
If you like what you see, come back and check out our other offerings. If you need help creating a content calendar and strategy, CLICK HERE to learn the easiest way to create one. If you would like us to create one for you, CLICK HERE.
If you are ready to get started creating your own content, we have included a few ideas BELOW. There are no limits when it comes to creating content people want to read, watch, or gaze at.
WHERE CAN YOU USE THE FEATURES, ARTICLES, POSTS, AND GRAPHICS FROM STOCK PUBLICATIONS?
BLOG AND GUEST POSTS
WEBSITE CONTENT AND ARTICLES
SOCIAL MEDIA PAGES
PRINT MEDIA AND DIRECT MAIL
EMAIL MARKETING CAMPAIGNS
GIVEAWAYS AND FREEMIUM MARKETING CAMPAIGNS
AND DON'T FORGET E-BOOKS!
NEED SOME IDEAS TO GET YOU STARTED CREATING YOUR OWN GREAT POSTS, ARTICLES, AND FEATURES?
SNEAK PEEKS AND UPCOMING EVENTS
INDUSTRY TRENDS AND STATS
"HOW TO" AND "DIY" ARTICLES
HOME MAINTENANCE TIPS
HOME DESIGN AND DECORATING TIPS
ORGANIZATION, CLEANING, AND DE-CLUTTERING IDEAS
BEST TIPS FOR BUYERS
BEST TIPS FOR SELLERS
"A DAY IN THE LIFE OF..."