The best way to attract business is to create real estate content that’s relevant and that people search for. Often times I have Realtors tell me they don’t know what to create content on, but most times they are overthinking it. You can create real estate content on anything that positions you as the expert in your field.
Current events are great to create real estate content on.
It’s your job to be the expert and share your knowledge with your audience. Today, I want to share a story on a recent event I decided to capitalize on.
On January 20th President Trump was sworn his into office as our 45th Commander In Chief. Immediately upon taking office, one of the first things he did was direct HUD to suspend President Obama’s recent FHA premium rate cut plans. This caused the social media world and many people opposed to Trump to lose their minds.
I have a lot of Realtors on my social media accounts so I see things from all over the country being posted. Most of what I saw were many Realtors sharing news headlines like you see listed below.
Some of the headlines I saw were outrageous and in my opinion, promoting fear. Now I don’t care what side of the aisle you are on, that’s besides the point. What I saw, was a marketing opportunity to create real estate content out of current news.
I’m not shy about letting others know I supported President Trump. I also respect anyone who voted for the other side. This article is not about whether the move was right or wrong, but about the marketing opportunity this created since this news revolves around our business. I knew that many of these headlines were promoting fear and highly political, which is why this was a good opportunity to create some real estate content that could position my brand’s expertise.
The entire point of creating real estate content is to position yourself as the expert. If you see something floating around online that’s controversial, interesting, or trending and it relates to real estate, then that’s a content creation opportunity.
So Here’s How I Saw Opportunity…
The day after the inauguration I was at a family party and was talking to my aunt about buying a house. The first words out of her mouth were, “Trump is making it more difficult for people to get loans now. Will I be able to even buy?”.
I knew that she read some fearful news article that was not true, but regardless I wanted to do more homework on it. I did and it confirmed my gut instinct on the topic. If she was confused, then so were many others. What a great opportunity to create real estate content!
Later that night I was on scrolling through my Facebook feed and saw the same thing. I saw many Realtors promoting articles that were also inciting fear. Many of the article shares were something like this:
Fear and confusion on any issue regarding real estate is an opportunity for you to create real estate content so you can position yourself as the expert. With tensions very high across the country this is a bigger opportunity than most other current real estate related events.
So Here’s What I Did….
Instead of spreading articles created by someone else, most of which are not even true I took this as an opportunity to market my business and drive traffic to my website.
I got slammed with requests to do the interview from lenders I never met. I ended up deciding on one lender who is from the center left view point and we did a 20 minute interview on the topic. Even though we disagree politically on many points, this real estate content was not about me or my viewpoints, but rather on the topic being discussed. It was not about him either. We were able to take a highly politicized topic and analyze it. At the same time it humanized my brand so people could get a chance to know who I was. That’s my entire goal.
So I created a podcast out of our interview that I will use for my Real Estate Marketing Dude Podcast. I also took the video and uploaded it to YouTube. I optimized the video to rank for search so I pop up on page 1 of YouTube when “trump fha cut” or “trump fha cuts” is put in the search. I’m sure there’s a few other variations it will rank for as well.
I then wrote a blog post on the topic which can be viewed by clicking the link below.
http://chicagorealestatedude.com/the-truth-on-trumps-suspension-of-the-fha-mortgage-insurance-rate-cut/. I reused the video to post at the top of my blog post.
This blog article is also optimized for search (SEO). I created three pieces of content for distribution out of one topic. This is called multi-purposing.
UPDATE: In just one day on Google search, you could find my blog post.
It will take much longer to pop up organically on Google, but always worth a shot. I like to try and rank for specific key word searches.
Next, I need to distribute my real estate content. I post to all my social media outlets and my email list that is comprised of my database. So I use this real estate content to stay in front of my database as a relationship marketing tactic. I then also use Facebook ads to drive traffic back to my website, part of a branding campaign for my farm, and a few other ninja tactics.
I always post all my real estate content on my personal page. My personal page is where my database hangs out. This is done for referral marketing efforts and reinforces my expertise to my network as well as remind them I’m in real estate for their referral and repeat business.
I always post all my content to my business page. My database does not hang out on my business page, but people do visit it from my ads. I will create a Facebook ad and distribute my content to my email list, farm market, and people who are likely to move. This drives website traffic to my site that I will retarget later.
You might want to listen to these podcasts.
(Flume is a cool application that allows you to post to Instagram on a Mac)
I post to Instagram to again hit my database. Instagram is just another social media platform that my database hangs out at. Not everyone is on Facebook or vice versa, which is why I distribute my content on all my social platforms.
I think you get the point. I post to one of my Pinterest boards as well.
I then take the video and send it to my email list using BombBombs API in my platform Attracktor. This give me another avenue to market my database with that creates value for them. I don’t like sending my database “salesy” type of videos, but ones that create value or are funny and cute.
Creating real estate content gives you the excuse to market your brand in a sell without selling kind of way.
There is no shortage of real estate content to create. Keep your eyes open for current news you can create real estate content on. Use it as a way to analyze and get your opinions out there to people who are looking for those answers.
The question you should really ask yourself is if you duplicated this process in your business, would you find more clients? I’d much rather do stuff like this vs. cold call or go door knocking any day of the week, how about you?