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New Rules of Real Estate Marketing: Content Marketing
- 1. How to Use Social Media, Video, Blogging and More to Get Clients in Today’s Noisy World CONTENT MARKETING FOR REAL ESTATE
- 2. AGENDA
- 5. NO ONE WANTS TO HEAR IT!!!
- 6. THE OLD VS. NEW RULES OF MARKETING
- 7. OLD MARKETING NEW MARKETING YOU LOOK FOR CUSTOMERS CUSTOMERS LOOK FOR YOU
- 8. TRADITIONAL MARKETING TALKS AT PEOPLE. CONTENT MARKETING TALKS WITH THEM. “ - Doug Kessler
- 12. THE TAKEAWAY
- 13. THE SCIENCE OF CONTENT MARKETING FOR REAL ESTATE IN FIVE EASY STEPS…
- 14. #1
- 15. NAR® Home Buyer and Seller Report
- 19. #2
- 23. #3
- 32. #4COMPANIES WHO EXCEL AT LEAD NURTURING GENERATE 50% MORE SALES READY LEADS AT 33% LOWER COST
- 34. #5
- 35. CONTENT MARKETING PROCESS 2. ATTRACT 1.TARGET 3. CAPTURE 4. NURTURE 5. CONVERT
- 36. 4 TYPES OF BUSINESS BOOSTING CONTENT
- 37. #1 eBooks
- 38. THE CONTENT
- 42. #2 Infographics
- 46. #3 Video
- 51. Source: NAR, Mashable.com 9 PROVEN & READY TO USE CONTENT IDEAS
- 53. QUICK TIPS
- 55. CLIENT STORIES
- 56. LOCAL REVIEWS
- 63. RESOURCES
- 67. FEEDBACK FORM
- 69. Grab a Coffee and Discuss Your One Big Idea?
- 71. YOU DON`T HAVE TO GET IT 100% RIGHT. YOU JUST HAVE TO GET IT GOING
Editor's Notes
- Who agrees It’s become a very noisy world? Its no wonder “interruption” marketing is being replaced by “permission” marketing. Consumers (that’s us) are choosing to drown out “the noise” and engage with companies on our terms and via their preferred methods. (SHARE PERSONAL EXAMPLE/STORY)
- We’re bombarded with more interruptions than ever before. In fact, up to 5000 marketing or “interruptions” a day.
- With the “old rules” of marketing you spend most of your time prospecting, advertising and Promoting. The “new rules” reverse that process. People now use the internet to search for homes, find relevant, useful content about buying selling, check your website, blog, online reputation etc. They’re searching for info on specific areas, neighborhoods, tips about home buying and selling, properties, mortgage info and more. We all know this right?
- The takeaway here is with content marketing you build your authority status where most people are searching – online. You’ll get more people looking at your website, blog, and social media and you’ll be seen as relevant to your market.
- Step #1: Identify your target market. Question: Who Is Your Target Market? Everyone? “Buyers” “Sellers” It’s important because different clients have different needs, wants, desires, concerns and interests. Would you agree that a first time homebuyer has different issues they’re concerned with vs. a vacation home buyer? Our content has to speak directly to our different targets. Make sense?
- Here’s an example: Mark and Melissa. Take a look at some of the data from the NAR report on Mark and Melissa’s needs, wants and concerns. (Read some facts) What types of content could we offer to Mark and Melissa to help them – and position us as the obvious choice? (Take audience input) (Source NAR Generational Trends Report)
- With all the attention seemingly on the Millennials, lets not overlook the Baby Boomers or “Gen X.” Again the point of this data is to identify the specific Needs, wants, preferences and desired of YOUR target market. Millennials and Boomers are two large groups. There’s other more niched target markets Like investors, beach property, horse property, multi-generational families, etc. There’s a couple things to know about the Baby Boomers regarding real estate. First off, 60% are already homeoweners to this is where your next listings are coming from. They have $8TRILLION in home equity. That’s a lot!
- As you look at their buying preferences regarding real estate, 28% of boomers say they want to downsize their next home purchase to save money and Reduce expenses. 48% say they want to downsize because they want a more simple lifestyle as they approach retirement. So less house maintenance, Upkeep, etc. And 22% are interested in buying a second home. So right there you’ve got some date from which you could create content around to help them understand their options as they move into the next phase of their real estate ownership cycle. Is this information useful to you? Great!
- Step #2: Attract your target market by providing relevant content also known as a “lead magnet” that gets them saying: “Hey, that’s me!” They’re already searching for relevant information to help them navigate the home-buying/selling process. Offering relevant content to your target market is like a lead magnet that captures their attention. You’ll also do well in Google search rankings and social media providing relevant content to your target market.
- In otherwords, stop selling – start helping with relevant content for your target market. We’ll look at some examples of the kinds of content you can create and share in just a moment. But before we do, we have to talk about Step #3:
- Step #3: Once we have our target market, we’ve got some relevant content as our lead magnet, it’s now time to… Capture! Our goal is to engage people in a conversation. We need to communicate our value and share our content. In today’s online world its important we have a way to capture people’s information so we can engage. Email is still the #1 way people share content – even more than Social Media. Online via our website and social media it’s easy to capture people’s name and email address with a lead capture form.
- One example of capturing people’s information is Landing Pages. How many of you are familiar with the classic “What’s My Home Worth Page? Yup. It’s common. Used quite often for lead capture.
- But a “what’s my home worth” landing page is only the beginning. In a moment, you’ll see examples of Free Homeseller/Homebuyer Guides and Reports which can be used to capture peoples information in exchange for downloading a free resource. Here’s an example of an Essential Guide to Selling a Home. To get it, just enter some basic info and download the free guide. A best practice of course is once you have the lead, to follow-up. An automated email and lead nurture campaign is a great way to stay connected to leads.
- Another example of a Lead Capture opportunity is Single Property Websites. Who’s familiar with these? It’s a “micro-site” dedicated to a single listing. It’s mobile friendly, pulls in all the property data from the MLS and is very shareable on social media. These sites can also have a lead capture for those requesting more information about the property.
- Here’s an example of a very clean, simple opt-in form offering a Free Marketing Snapshot. It offers valuable content in exchange for a name and email. Simple and effective.
- Here’s another example of a free content landing page. While these leads aren’t as desirable as motivated buyers or sellers, they can be easily nurtured with drip campaigns as they’re likely early in their home buying journey and are seeing information.
- Here’s an example of what NOT to do! Asking for too much information! It’s not an interrogation. We want to lower the bar of resistance by just asking for the basic information so people can get access to the content they’re interested in. Many Realtors don’t think too much about lead capture forms. This is a huge mistake as that could be costing you leads. Generally speaking, it makes sense to present your visitors with only one or at most two questions to answer on your main page. While you may need or want more information from them, people get intimidated when looking at too many form fields to fill out. Make sense?
- OK so who wants to know where you find the best landing page templates, tools and resources for real estate?
- To get you started, here are three of the top landing page builders, templates and tools for Real Estate. Each of these have some level of a free or limited offer trial for you to test it out. Now, many Agents need more than just a landing page. Many of you would prefer a “system” for not only capturing leads (like these companies help you to do) but also a lead management platform that includes automation, follow-up, lead scoring and more. See it’s one thing to generate a lead. It’s another to actually CONVERT leads right?
- Step #4: Once we have our target market, we’ve got some relevant content as our lead magnet, it’s now time to build a relatioship and nurture our leads. What’s the average timeline someone’s on before they get “active” in market to buy or sell? Typically people ‘look”, gather info, browse online for 3-6 months Before they get active. Having a lead nurture program ensures YOU stay top of mind with better odds they’ll pick YOU when they decide to get active. Make sense?
- Again, there’s a lot more options. These are just a few to provide some direction for you.
- Step #5: We’ve reached our final step. CONVERTING! At some point, after getting to know you, and trust you through because you’ve invested in nurturing your leads, people will offer up buying signals that they’re ready to move forward and talk on the phone or meet in person. The next steps of course depend on each situation but ultimately our goal is to move people along to either a listing appointment, buyer pre-approval and ultimately being SOLD! With a smart content marketing strategy, they’ll be SOLD on us as the obvious choice for their real estate needs.
- Ok so let’s review the Content Marketing Process: Step 1: Identify your target market(s). Step 2: Attract and engage with relevant content. Remember, stop selling and start helping! Step 3: Capture their information. Step 4: Nurture the relationship. Step 5: Convert! Get them to choose YOU as their Agent.
- Let’s take a brief look at four types of content that consumers love. The good news about these four types is you can easily add them to your website, blog, and social media sites.
- eBooks are a simple way to get started offering relevant content to your target market. The topic of your eBooks should can cover a wide range of topics from market conditions, to tips on how to sell my house for top dollar, how to prepare my house for sale it, buyer tips etc. And remember we’re helping you get off to a fast start with your Free eBook Template: The Ultimate Guide to Buying a Home. Is that awesome or what? ☺
- First off, As our way of thanking you for attending today, we have a Free Gift for you. It’s a Done For You eBook Template. “The Ultimate Guide to Buying a Home. It’s a great way to jump start your content Marketing. Share it on your website, blog Social Media, eMail and more. We’ll tell you how to get that at the end of our class today. Ok?
- Here’s another example of an ebook you can easily create for home sellers. If I gave you 24 hrs. who here could come up with at least 6 things sellers Need to do to prepare their home for sale? Who could come up with more than 6? That’s your ebook! It can be a simple checklist, a short 6 page ebook. It’s not about the length its about the content inside – that’s what they want.
- Ebooks aren’t new. They’ve been around for a while. People love to get access to exclusive, relevant content. Offering a digital download makes it easy, has good perceived value and allows you to capture their contact Information. All good right?
- Ok let’s talk about Infographics. Does anyone know what an Infographic is? Information graphics or ”infographics” are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.
- Here’s an example of an infographic showing the cost of waiting in a rising market. As you can see, it make it very easy to visually ‘see’ and understand the data vs. having to read it via plain text. How many of you find infographics easy to read and understand?
- Here’s an example from Anthony Rael with Re/Max in Denver. This helps buyers get a snapshot of local market trends, positions Anthony as Knowledgeable. These images are also very “social friendly” for sharing on social media like Facebook, Instagram and LinkedIn.
- So where do you get Infographics done for you? Here’s two recommendations: KeepingCurrentMatters.com A wealth of information for you to use with your content marketing and infographics. You’ve seen some of their examples here. Fiverr.com: You can hire quality people for $5.00 per gig. Sometimes a bit more depending on the project but a great resource.
- #3. We’re all aware of the incredible growth of online video. Real estate video marketing accomplishes what no other form can; viewers can see properties, learn about neighborhoods, as well as hear endorsements from satisfied customers, without leaving their computers. As a result, video is an extremely effective marketing tool. Video is engaging, personal and very effective at building your brand, building trust and converting.
- According to NAR, 73% of homeowners are more likely to list with an Agent who offers to make a video for them. Guess how many do? According to NAR only FOUR PERCENT of Agents put their listings on YouTube. The expectation for video listings is growing big time.
- Source: Mist Media
- So the numbers speak for themselves. If you want to get found, video – and YouTube – is a proven way for buyers and sellers to attract and convert leads to clients. Take a look at the searches entered into YouTube. (Read them) Remember, YouTube is owned by Google and places video higher in search engine rankings. So, video is critical if you want to rise about the Noise, get noticed and get clients. Make sense?
- Answers to Common Questions. Your customers have questions. Provide them with answers based on your real estate expertise, and you’ll gain their trust. Start by making a list of every question you’ve been asked by customers. Once you’ve got a sizable list of questions, offer your professional opinion on each and every question in its own blog post or FAQ’s answered on video.
- Answers to Common Questions. Your customers have questions. Provide them with answers based on your real estate expertise, and you’ll gain their trust. Start by making a list of every question you’ve been asked by customers. Once you’ve got a sizable list of questions, offer your professional opinion on each and every question in its own blog post or FAQ’s answered on video.
- Buyer/Seller Guides Offering something to your potential buyers, for free, that they can hold in their hands and refer to when looking for a house works wonders. Provide downloadable guides with in-depth advice for buying/selling homes, explaining the process from start to finish. Put these guides behind lead capture forms so folks have to provide you with contact information to download. And remember, we’re giving you a free eBook as our gift for attending to get you started! ☺
- Client Stories. Everyone loves a good success story. By offering consumers real-life accounts of the homebuying and selling process, you demonstrate that you understand their perspective and the challenges they face. Client stories also give you the opportunity to show potential customers how you’ll use your experience to overcome these challenges and deliver on your promises.
- Local Reviews. Public data and maps can only offer so much insight. When moving to a new and unfamiliar area, real estate consumers want the inside scoop on what it’s really like to live there. Reviews of local restaurants, businesses, parks, and culture demonstrate that you’re a local expert and active in your community.
- Interviews/Podcasts In addition to offering your own insight, you can give consumers a more intimate view of your community by interviewing other local experts and influencers. Check local publications to see who’s making news. Talk to school principals, city officials, successful business owners, local celebrities. Ask them what they think is so special about their community.
- Neighborhood Overviews Write an overview for each neighborhood or area you serve. What are the residents like (age, income, demographics, etc.)? What parks, businesses, and attractions are there? What are the schools like? What types of architecture are prominent? Cover the three basic questions of “who,” “what,” and “where,” highlighting features most likely to pique readers’ interest.
- Providing monthly updates on the local real estate market, interest rates, inventory and more can help position you as an authority and build your credibility, following and position you as a knowledgeable local expert.
- Video Tours Buyers often have a hard time envisioning themselves in a neighborhood or home. Video is a great tool for offering potential buyers an intimate and vivid experience of day-to-day life in one of your listings. Grab your camera and start shooting. Try to capture everyday moments and places that reveal the character of your community and listings: a Sunday drive down Main Street, perhaps, or afternoon light shining through the bedroom windows at one of your homes.
- Write down this website: www.TheDomusTeam.com Great examples of neighborhood videos.
- So in closing…you’ve heard it said before. People buy from you when they KNOW, LIKE AND TRUST YOU. To gain business, you must first GAIN TRUST! With content marketing, you build that trust by providing relevant content for a specific audience that helps them solve a problem, need or want. Did you like today’s content? How many of you got at least one idea today you can use in your business? Great! Before we wrap-up I’d like to get your feedback to help us improve. (Hand out Seminar Feedback Form)
- Before we wrap up, I want to share some resources to get you started today in creating content. Would you like to see some tools to help you with your content marketing? Good! I worked hard in preparing this for you. ☺
- We want to know what you thought about today’s content. Can I ask you a favor? Would you take a moment to complete a brief feedback form? It will help us understand what’s most important to you and how we can get better at these classes and what other topics you want to learn about. As a thank you for your attendance and completing the Feedback Form, we’ll send you the Free eBook: The Ultimate Guide to Buying a Home.
- So how did you like today’s presentation? Who got at least ONE good idea? Would you be open to attending future classes? Great! Hosting classes like today is just one way we add value to our REALTOR partners. We’d love your feedback.
- In closing, the reason we hosted this class today is as a thank you to our existing Agent partners and as an opportunity to meet potential new agent partners. It’s just one way we add value to our partners. If you found today valuable and you’re not committed to a particular lender, we are looking to add a few, select agents to our team. Let us know if you’re open to exploring a potential partnership by writing YES on your feedback form. If not, no harm no foul. We’d still love to have you at our next class!
- And remember…you don’t have to get it 100% right. You just have to get it going. If you need some help getting started contnet marketing, I hope today was useful. If you’d like to take a step further and see how we can help, let us know and we’d be happy to explore how we can help you further.