The topic of blogging and creating content in the real estate world is starting to infiltrate marketing discussions amongst Realtors. One of the questions I see asked most frequently is if Realtors should be creating their own content or using others.
Let’s discuss, shall we?
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. All of these are forms of content that you can use to market your brand.
There are many services online that will “ghost write” content for you. These are pre-written articles that you can personalize and claim as your own. Are these services better than creating your own content and are they worth it?
I believe every Realtor 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.
Creating content is a way for you to get your personality out there in addition to positioning you as an expert. Pre-written articles are going to sound very robotic. Robotic means very generic without much personality into the mix.
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 than 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 content to attract more potential prospects to you. People do business with people they like first and foremost. When you are respected you are liked. Creating content can help you bridge that gap online and nurture your database.
This is the #1 reason why I believe your content should be authentic and your own.
Should I Share Others 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 into the mix as well.
Would you be reading this post right now if it sucked? Hopefully it doesn’t, but hey can’t win them all. ( I just splashed my personality in there and you probably have decided by now if you like me or not based on the way I write)
If this post is good maybe you will click on more of my content, download my podcasts, and eventually take my 4 week Boot Camp, and then sign up for my CRM. This is content marketing and what you should be doing in your real estate business.
In today’s online world there are no more hard sells. 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 scene from the best real estate movie EVER…Glengarry Glen Ross
About a year 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 content solves all of this.
When you create your own content people get an idea if they will feel comfortable working with you.
When you create your own content people will get an idea of how honest and genuine you are.
When you create your own content people will get an idea of how established you are in the industry.
When you create content your level of experience will speak for itself.
When you create content 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 content.
Do you like Podcasts? If you would like to hear more about this topic I recorded a Podcast episode on it. You can click HERE To download now. And don’t forget to SUBSCRIBE!
Real estate is not a hard business, but it’s a hustle business. The question you should ask yourself is if you feel like you are in the right hustle?
Check out the links on this post and please comment below. I would love to hear from you.
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