By Suzanne De Vita
Despite the continuous cycle that drives housing, there’s one commodity, arguably more valuable than any other, which remains impervious to the ebbs and flows of the market, relentlessly in demand while in an ever-present glut: information.
The problem? To get it, we’re accessing a muddled Internet, where information, including real estate know-how, can come from any, and often conflicting, sources. Any time a user keywords “real estate,” they’re confronted with information overload. If you aren’t helping consumers clear a path through this dense information jungle, you’re leading them – and your business – astray.
The solution? High-quality content that not only speaks for itself, but generates profit. Here’s what we mean:
1. Content Helps You Earn Repeat and Referral Business
Maintaining relationships with past clients is key to repeat and referral business, but unless they’ve demonstrated an interest in your services, engaging in follow-up conversations can be a challenge. Many real estate professionals set past clients up with a drip email campaign to stay top of mind, but there’s no guarantee those messages will lead to more listings.
Using high-quality content in your email campaigns is like a real-life “pop-by” – it works. Through Pop-a-Note, an automated drip email service powered by RISMedia’s Content Solutions, real estate professionals can reach past clients by sharing information in a personally branded email. With topics ranging from homeownership and health to pets and pop culture, Pop-a-Notes start a no-pressure conversation that often elicits positive response.
2. Content Helps You Nurture Leads
Not every lead is ready to act in the next month, or even the next year, so it’s important for real estate professionals to have a system that maintains connections long-term. Ongoing communication is essential, but weekly market reports will mean little to those without an immediate need for your services.
To avoid working against a promising relationship, touch base monthly with a personally branded newsletter brimming with consumer-facing content. With Home Matters, also offered by RISMedia’s Content Solutions, your prospects will receive original content (like “5 Tips to Take the Heat Out of the Summer Selling Season” or “Lockboxes and Their Role in Real Estate”) that designates you the go-to source for all things real estate.
3. Content Helps You Wow Visitors to Your Website
Most users expect a website to feature listings and a contact form – what they won’t expect is a home page rich with content. Because over 90 percent of home buyers use the Internet to search for their dream home1, real estate websites must be a one-stop shop, complete with content, to effectively capture business.
One way to accomplish this is with RISMedia’s Resource Center, an RISMedia Content Solution housed in a personally branded information hub on your site and containing content ripe for consumer consumption. Packed with timely news stories, consumer-facing video tips, a glossary of real estate terms and a Q&A section, this unique feature will help you retain visitors and stand out in a sea of real estate websites.
4. Content Helps You become Search Engine-Friendly
Did you know Facebook’s algorithm gives preference to high-quality content? Or that Google separates video results in searches? These features are the mark of a concerted effort to deliver the most valuable information the Internet has to offer. Because of this, it is crucial that real estate professionals use content to make their Web presence known in areas other than their website.
Enter RISMedia’s Content Solutions’ Content Library, a catalog of thousands of B2B and B2C articles and hundreds of consumer-facing video tips updated daily. Through the Content Library, subscribers can access search-engine friendly content (that can be used as is or edited) to enhance their social media channels, blogs and more. Containing information consumers crave (like “Seven Costly Mistakes New Homeowners Make”) and information for broker and association subscribers (such as “Cheat Sheet: 10 Easy Hints to Help You Move Beyond ‘Surface’ Networking”), the Content Library can benefit real estate professionals at any level. However you choose to purpose it, the Content Library can help you become a valued voice on the Web.
5. Content Helps You Resonate in Your Community
There is no substitute for branding at the local level – after all, your community is likely your primary market. Many real estate professionals choose to market listings in local media outlets, but it can be difficult to resonate beyond that with a reader who is not currently interested in buying or selling a home.
This is where high-quality content comes into play. Readers take notice when they are given something of value, regardless of their level of interest in the topic. You can make that impression with Consumer Bulletins, RISMedia’s Content Solution that serves as your very own PR professional. Consumer Bulletins are personally branded, weekly press releases, featuring expertise like “5 Home Upgrades Under $100” and “The Ins and Outs of Fixer Uppers,” that can be sent to your local media, not only building your brand, but also drawing positive attention to your services.
Suzanne De Vita is RISMedia's online associate editor.