Content marketing continues to grow in popularity. In 2021, 82% of marketers reported actively using it – up 70% from 2020.
You’re likely already using content to attract attention, but how do you know that you are doing the right thing?
We explore what type of content works best for estate agents.
What is “content”?
Put simply, content is any information that your business puts out into the world. It could be written articles, social media posts, videos, designed images, website copy or even podcasts.
Having a clear content strategy for your estate agency is about more than just creating great content. How you choose to distribute it to your audience is vital. There’s no point having an amazing blog post written on your website if no one is going to be able to see it. So, consider how you would like to “push out” your content pieces. It could be via your social media platforms, by guest posting on websites or by sending direct email to your target audience.
Creating a clear content strategy – knowing what you want to say, what medium you will use and how you will push out your content will help you to achieve your goals. With that in mind, we explore content themes that work well for estate agents.
Educational content for estate agents
It will often be the case that your potential customers are looking for answers to specific questions prior to making a move. Being a source of information will help you to be the “go-to” agency.
Educational content can take many forms; you may choose to give up-to-date information about the local property market, or provide long form guides for sellers or landlords answering their common questions.
A good start is to get the team together and write down your ideas for educational content. Are there questions you get asked time and time again? Put them together in a great blog, or an explainer video.
Look at your own sales statistics, is there data there that will interest your ideal clients – such as what local areas are selling the fastest, or where there is a specific trend?
Don’t confuse brand content with your sales content. This is the content that will help to differentiate you from your competitors.
This is where you “pull back the curtain” on your business. Tell people who you are and what you do well. Let them meet your team and give a bit of background to who you are.
Trust and authenticity are becoming ever more important to all types of consumers, and the property sector is no different. Consider how you can leverage your content to show a bit more about your brand. From “meet the team” style videos, to showing a day in the life of your agency, giving your audience more of an insight into who you are will help to engender trust and increase conversions.
We have put this last for a reason. Constantly bombarding your audience with sales content is not likely to give you the results you want. While of course you do need to sell – it’s what makes your business work – when it comes to pushing out content, you need to ensure you don’t “lose your audience”.
Instead, mix up all three types of content to keep people coming back to your social platforms, keeping subscribed to your email list, and revisiting your website. This means that, when the time is right for them – they are far more likely to choose you as their agency.
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