Effective Content Marketing for Estate Agents.

Your presence online is no doubt there to ultimately increase your business profile and business transactions. The likes of email, websites, property portals, blog writing, social media platforms are effective online tools that nearly all of us use and these come with a growing reputation within the UK Estate Agency industry of aiding with sales, new valuations, consumer enquiries are more…

A lot of marketing online is not so much direct, ie a new listing of yours placed on Rightmove or Zoopla, but more in-direct and there to increase your profile and possibility in attracting future clients.

Content marketing, not only attracts current interest, but is a great tool to build your reputation, to get your agency seen and become the choice via effective publicity to both a target audience and a local audience that are likely to engage with your brand for the services it offers – Where your target audience is searching is where your content needs to be visible. Whatever efforts you put towards pushing out content online related to your estate agency, your goal is to make sure that you attract the interest of the right kind of people and that the content is of good enough standard that it helps to build your reputation – You want to be the estate agent of choice!

Content marketing delivered correctly is a great way to position yourself as the authority online within your field of sales and location. Let us also not forget that most online marketing techniques are free, ie social media, and just requires an investment of time if we are to do it ourselves…

Wikipedia tells us that Content Marketing is: “Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.”

Let us look at some tips for content marketing for your estate agency:

  • Remember that content marketing is not just blog writing, content is also images, info-graphics, videos, Tweets, Facebook posts and much more.
  • Get yourself a theme or topic in mind over being just general. Think of a topic specific to your estate agency, area, audience you are looking at attract and concentrate on delivering content surrounding it so that you stand out and can be more easily found.
  • Rather like all forms of marketing, make sure you know your target audience and what would interest them the most – Set your sights on topics that will generate you an audience you can then sell to at some point.
  • Writers Block? It is simple to over come this, use the likes of Google to type in key words and search through the 1,000’s of page results that will open your mind to what the next theme of what you are about to share should be about.
  • Images are a wonderful marketing tool and if you took the right image at the right time then as long as it is tagged correctly, it could be much more valuable in the results it can deliver over writing a lengthy blog.
  • Think about sharing content across multiple platforms to increase visibility. Do not just post a blog to your website, think about uploading that piece to your LinkedIn account, share the link on Twitter etc.
  • Study what works and what does not. Monitor results from what you share to see if what you share is getting the response you are after, maybe you are not sharing content at the right time when your audience is most responsive? Try and hit multiple time slots during each day of the week including weekends to see what works best for you.
  • Content marketing is not just about sharing that fantastic blog you have written once in a while… It is about being consistent and this is what will make the difference. Rather like news papers, people buy them for they know they will have always latest news each morning, gossip, photos by the same style of writers that suits their reading requirements.
  • Do not be afraid of content marketing. It is worth remembering that we have been marketing now for years and years, now it takes place mostly online, but it is still the same exercise we are undertaking. I say that we have been doing the basics of showcasing our thoughts via marketing / visuals for 100,000’s of years, let’s face it, we were using basic images as cavemen by the drawings we now see in caves, this proves that today visual content is within our own DNA.
  • If you do not have enough time to do content marketing correctly yourself, you will not get great results from half hearted attempts, then think about outsourcing the work. There are many PR / Marketing companies servicing the UK property industry to research some and see what they can do for you.

Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

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