Content is still king, in all forms of online and offline marketing. Before you dive in, however, there are some content creation basics that all real estate agents should have nailed as they plan and create their written and image-based content.
Know Who Your Audience Is
One of the most tempting things for real estate agents is to try to create information that will reach everyone and everywhere. The only problem is that the content is often so generic that it ends up meaning nothing and reaching no one. So, having a target audience in mind for each piece of content is vitally important.
Don’t believe us?
What if we told you that one of the richest men in the world, Warren Buffett, has a specific target audience in mind for every annual shareholder letter he writes? Warren writes for two people - his sisters, Doris & Bertie - and only erases their names right before he sends the letter out. He has these two, very specific people in mind when he writes his letter. Due to that, his annual shareholder letter for Berkshire Hathaway is one of the most-read and most-looked-for annual shareholder letters!
The next time you’re ready to create any piece of content, whether it’s an email newsletter or a quick video, have a picture of the intended recipient clear in your mind. What do they look like? What are they interested in? What language would they use in a conversation? What concerns of theirs can you alleviate?
Know Where You Will Reach Your Audience
Each social media platform and communication channel has a different core demographic for their audience. The same differences in demographics would apply to the different audiences in your contact management system. Knowing where your target audience is most likely to be will help make the reach of your content more effective. Not only do you increase the chance they’ll actually see the content you’ve created; you will be demonstrating your marketing knowledge by productively using each communication channel.
Know Your Keywords
Keywords are important because there are certain words you’ll want to have associated with you and your real estate business by both Google and your intended audiences. When people are looking for your specific content, they use specific words. When those words are associated with you, as well, there’s a greater chance you and your content will be seen. These can be anything from names particular to your local area to hashtags used to describe specific services you’re offering. Having certain keywords that you use time and again in (or with) your content is a way of firmly establishing an association between yourself and those words.
Showcase Your Local Knowledge
Thanks to the amount of information that can now be found online, people feel like they can find anything they want. That’s why being the source of not just local but hyperlocal information is important.
What does ‘hyperlocal’ mean?
Instead of focusing on content that’s state- or city-based, think about information you can provide about the community immediately around you. Focus on local businesses, neighborhoods, and other community information that isn’t already being shared. Being able to highlight the world around you invites people to learn more about you as a person as well as a real estate agent, and gives them the opportunity to realize that you’re the person to go to for all things about your area.
Finally, when you’re starting to create your content, there are a few things to keep in mind. For example, for writers, some tips to think about include using complete sentences that are free from real estate jargon and other words that may be unfamiliar to your target audience. Also, keeping your information as succinct as possible means the information you’re trying to get across is more likely to be read. (Think in bullet points, even if you’re not actually using bullet points.) For the more-image focused content creators, think about focusing on one subject in each image or one topic in each video. Don’t forget to use descriptive explanations about what the image or video is about and, if you’re using video, including captions (like closed captioning) as well ensures that, even if the sound is off, your message comes across.