The topic creating more real estate content is starting to infiltrate marketing discussions, but which is the right type to create for you? Do you have to create your own real estate content or can you use someone else’s?
You need to create your own real estate content.
What Is Content?
Let’s first define what content creation is. I know this may be obvious to many, but not all agents are up to speed on the whole “content marketing” thing. Content is anything that you share about your business that others could find interesting. In our business you can create articles (blogs), create education videos, or even market your listings.
Content is anything that “reminds” other what you do for a living.
There are many services online that can “ghost write” content for you, but do they work? Are these services better than creating your own real estate content and are they worth it?
I believe everyone should be creating their own content, but let’s face it, most of us can’t find the time to do it consistently…can we?
If you can’t fit in time to create content consistently then I would suggest paying a service to do it for you. Having something to keep your name out there is better than not doing anything at all.
Here’s what I want you to consider.
Pre-written articles are going to sound very robotic because it’s impossible to outsource authenticity. The key to your content is not creating it, it’s having it leave a lasting impression.Does your real estate content create attention or is it white noise in the background?Click To Tweet
For example, there are many services that offer pre-written email marketing campaigns. One of the things I hate about pre-written “done for you” email marketing campaigns is that they are very cold. When you send “robotic” emails to your database it feels more like spam to your recipients. This has a better chance of annoying your database than nurturing it. This is why we only teach and preach video email marketing for all referral generation efforts.
Do you get those financial planning and mortgage monthly news emails? What do you think?
There’s your answer…
The same concept applies when you have articles written for you. The entire point of blogging is to establish yourself as an expert in your field and use your real estate content to attract more potential prospects to you. People do business with people they like first and foremost.
Should I Share Others Real Estate Content?
Absolutely, why not? Anytime you are sharing content on social media or to your email list, you are reinforcing in the minds of your database what you do for a living, which is referral marketing. You should always be sharing articles you think your network will find interesting, but you want to make sure to throw some of your own content into the mix as well.
Creating content allows you to sell without having to ever sell anything at all. Focus on serving others and helping people get the answers to the most pressing real estate questions and it will start turning into money for you.
A while ago I was looking for some case studies about what makes consumers choose their real estate agent. I came across the Keller Center Research findings who did a study on this. The first answer was through referrals, which is obvious. This is what else they found;
Top 5 Things Buyers And Sellers Want In An Agent?
1.Comfort– Will I feel comfortable working with an agent over a period of time?
2.Honesty– Will the agent respect my wishes? Will I get straight forward answers? Do I trust them?
3.Establishment– Is the agent established? How long they been in business?
4.Experience– Does the agent have the experience to handle my situation?
5.Knowledge– If I am buying does agent know the in and outs of area? If I am selling does agent know marketing, technology, and staging in a way to justify their commission?
Creating your own real estate content solves all of this.
When you create your own content;
people get an idea if they will feel comfortable working with you;
they will get an idea of how honest and genuine you are;
it will give people an idea of how established you are in the industry;
your level of experience will speak for itself;
and your knowledge will shine.
Creating content will attract more prospects to you and more importantly warm them up for you.
So the final answer is, YES you should be creating your own real estate content.
It’s not about the content, its about the impact it leaves.