Narrow Your FocusReal Estate is a vast and varied industry from commercial to residential and from the buyers market to the sellers. It’s a massive and broad industry and probably why much of the content you have posted in the past, made less than a splash when you shared it on social networks. Many of the challenges realtors face when marketing or branding themselves online relate back to this one fact – the market is huge. To further complicate things Real Estate itself is a very broad topic that can be described many different ways. Your first job as an agent marketing yourself online is to narrow your focus.
Before you begin creating the best content you’ve ever written you may want to decide on who your audience is. Okay sure, of course it’s buyer and sellers but how many buyers and sellers are there right now in the United States? The answer is – too many. So let’s narrow it down to Phoenix. Okay, you’re getting warmer now but you’re only half way there. Nobody will impressed with an article you write about buying/selling a home in Phoenix. It may catch an eye or two, but it won’t quite hit that “resonation button”. It’s doubtful they will want to pick up the phone and call you. So how do you create content that motivates people to call you? Believe it or not it has less to do with the actual content than you may think.
Zero In on the Geo-TargetFinding the Geo-Target is quite possibly the most important feature of your content. What I’m referring to is a smaller designated section of a city like a neighborhood, or an area of town like uptown, or downtown. It could even be a street or a community. Appealing to buyers and sellers within an entire city will be difficult when you haven’t appealed to any of the more unique characteristics of that market. However when you Geo target into a particular community or street…your content instantly gets interesting …especially to someone looking to buy or sell a home in that area, including its current residents. The amazing part is- you haven’t even written it yet.
Most of the time you will probably know the market you want to attract and need help deciding how or what Here is an example. Let’s say your goal is to get listings in Gilbert, AZ and you would like to create some content to help attract potential sellers in that area. First, you will want to get familiar with what’s going on in Gilbert. Are there a lot of homes for sale at the moment? How quickly are homes in this area selling? What neighborhoods are selling the quickest? And, which ones are seeing the most profitable sales? Use your secret agent access to get good information on these neighborhoods/homes so you can speak intelligently about at least 2 areas that you want to focus on in your article.
How to “Hit Home” in the Phoenix Real Estate MarketThough there are many ways you can get listings in Gilbert, most are unsuccessful because they fail to answer the simple question – Why? Why should someone list their home with you, or even better, why should someone sell their home right now. Keep this in mind when your create any content online where your goal is to motivate people.
Now that you’ve chosen your Geo-Targets, crafting the article should be pretty easy. Armed with the research you’ve done you should be able to derive some useful content for the residents of the community. Since you are focusing on sellers or people who own homes in those areas, enticing them to list their home is part of your challenge. The other part is enticing them to list it with you. If you’ve previously sold a home in this area you’ll have an edge to rely on but if you haven’t then you’ll have to convince a potential seller you are knowledgeable about the area. Armed with the research you’ve done you craft an article that talks about the recent activity in the community highlighting homes that sold the quickest and/or for the most money. Make your own assessments about why certain homes sold for more than others and be sure to point out those features that may have affected the resale value, while also pointing out other home features that may provide a higher than expected resale value. Offer a free (no-obligation) in-home assessment to give interested parties an idea how much their home could sell for. Getting yourself in front of the potential seller is your best shot at getting a listing. If possible add a short “In Home Assessment” sign up form at the bottom of the post to collect any leads that may result from your article. Providing at least two methods for contacting you is always a good idea.
More IdeasAlso touch on reasons why now might be a good time to sell. Using quotes derived from others who agree that now is a good time to sell will also give your content more validity and make it appear less bias. If you do quote another person or website be sure to provide the link to the article that makes the claim. Remember to use pictures to mix up the text and give your content the visual appeal it needs to keep people interested. And most importantly, don’t forget to put your contact info somewhere on that article. Make sure it’s visible enough where people won’t have to scour the text to find it. All it takes is one listing and/or sale to get the momentum going and next thing you know – you’re the designated listing agent in the area.
Wondering what to do after you’ve created the article to ensure people actually find it? Stay tuned for the next post where I’ll provide tips to help your content reach the eyes of the intended audience.