Real Estate Agents: 5 Content Marketing Mistakes You’re Making (Plus How To Fix Them!)
Are you a real estate agent working on your content marketing strategy, but having trouble seeing results?
You’ve been following the rules of effective content marketing, staying consistent and making sure to write weekly blog posts that show your expertise.
But, the results you’re getting are pretty sad… You might be concerned that this whole blog writing and content marketing is just a bunch of bull.
It’s turning into a waste of time for your business, and you’re at a loss at what else to do.
Maybe you just want to give up altogether, since it’s been over a month of working your butt off to market your business and your ROI is in the negative.
And since you can’t seem to market yourself right, you start to question if you’re even going to make it as a real estate agent. It might be better to just go back to your full-time job for a little bit, because you’d thought it’d be easier than this.
Before you decide to do that, there might be some mistakes you’re making in your content marketing you might not be aware of. These mistakes might be what’s causing your current strategy to fall through the cracks.
Fortunately I also have a few solutions to these mistakes, and how you can easily fix them to create a solid strategy!
Here are a few mistakes you could be making with your content marketing, plus ways to actively fix them.
1. Not Writing Good Content
There are a lot of blogs on real estate websites, but some of them don’t focus on the right things. Some haven’t been updated in over a year, others have very little content on each post, or the writing is just plain bad.
Some of the reasons the content on your own blog might not very good are:
- The posts aren’t written with the reader in mind. I’ve read a lot of blogs where people write about what they think their readers want to hear. But, they don’t actually know what they want, and this can be where you’re hitting a dead end.
- Some real estate blogs only have content about current listings.
While this is great to have, it’s also good to include great content about what your audience is interested in.
- Your blog is only about what is going on in your company. This is a great idea to show your clients what your business is all about, and to stay up to date on what’s going on in your world. But, if it’s all that is on your blog, there isn’t much of a way for your readers to connect with you.
How you can fix it:
- Develop a content strategy that focuses entirely on your clients. (People like reading articles that can benefit them in some way. They’d appreciate seeing you write about all of the things your business can do to help them.)
- Brainstorm some content ideas. (Take a look at Trulia or Zillow’s blog and see what they are writing about. They have so much information about what homebuyers and sellers need to know, and they offer home decor tips as well as financial information. Take a few tips from them and work on making your blog stand out from the rest!)
- Study the proper outline of a blog post, and see what the length of your post should be. An easy way to do this is to first come up with the subject you want to talk about.
So where is the best place to start when writing a blog with awesome content in it?
First, go onto Google or Reddit or Quora. Search ‘struggles homebuyers have’. Or something along those lines. You can search whatever’s in line with what you want to write about!
Let’s say you come across someone asking “I want to buy a home, but winter is approaching and I’m wondering if this is a good or bad time to buy?”
The first thing to do is to research what others are saying about buying a house in the winter. (It’s good to keep in mind that there will most likely always be someone else who has written about what you want to write. The key is to make it unique and put your own spin on it, not just copy what everyone else is saying).
Bookmark the pages you want to reference in your post, then start to create your outline.
Come up with some points to make in your post and use as your headers. Then make some notes on each point and what to go over. You can also link to your bookmarked pages, if you want to set up outbound links within your posts.
To figure out some points to make, work on understanding why someone is asking this question.
Maybe they’re concerned about moving issues, or that there won’t be any houses on the market because no one else wants to sell. You can use these points as your main headers and go into depth why it’s a good or bad idea to buy a house.
And your article could be called “The Good And Bad Of Buying A Home In Winter”.
So the steps to creating great content are:
- Cater to your target reader
- Outline your post to go over key points to think about
- Provide well-researched, in-depth information
- Write in a way that makes your personality stand out
- Create cool visuals (like a youtube video going more in depth, or infographics that sum up what you’re talking about)
- Make your Headline extremely catchy. Where people just HAVE to click on your article to read it! Make it fun, and exciting
This is a basic overview of writing a good blog post. It’s the basics of what makes your content go from meh to wow!
2. Not Understanding Your Clients Struggles
Going off of the last point, if you aren’t spending time researching what problems your audience has, they likely won’t want to read what you have to say.
Blog posts are a great way to connect with your clients, because you can answer their questions.
Blogs are also a huge resource for people today. They go online to find a food blog and get a quick recipe for dinner, they read blogs focused on how to get in shape and be more productive.
Most people don’t want to read a blog post only about your life story.
People are constantly searching for answers to their problems, and they usually want quick answers.
Whenever you are writing a blog post, constantly ask yourself “What’s in it for my readers? What will they get out of this?”
I don’t know about you, but I love reading those blogs where the author clearly spent a lot of time and effort crafting an article that works hard at speaking to it’s audience. And you can usually tell through the response of reader comments.
You want to be able to “get” your reader. Those clients that are going online to find a real estate agent are looking for someone to help them with problems they might not even be aware they have.
That’s where you come in! You showcase what you can do through your website, and that is the deciding factor for some people.
How to fix it:
- I love using Reddit to see what people are saying about specific topics. And it’s really easy to just search what people are talking about.
- If you already have a large audience, you can add questions to the end of your posts to get their input. Specifically asking them what their struggles are when buying a home will immediately give you access to problems to address with future blog posts!
- Keep in mind your readers mindset and think about their question WIIFM? (What’s in if for me?)
3. Not Promoting Your Content On Social Media Effectively
Maybe you already are creating the epic content everyone is talking about.
You spend a lot of time crafting the perfect blog post, and hit all of the pain points homebuyers have. You even provide infographics and spend time making a youtube video to be more personable.
The spot where things start to fall short is in your social media marketing efforts.
Ah yes, there is a method to this madness. Social media marketing is just as complex as content marketing. Yay!
If there isn’t a clear path you’re taking to be seen on social media, and you only occasionally pop in and out a few times a month, no one is going to see your stuff. And it might not be because they don’t want to read it, it just might mean the algorithms on all of the social media platforms are going against you.
Social media is constantly changing, and the one’s who aren’t keeping themselves updated are falling to the wayside.
How To Fix It:
Here are some tips on how to get seen more and fight the silly algorithms set up in place.
Setting up a Facebook page and posting consistently isn’t enough… which is pretty lame. Facebooks new algorithm has made it so that your content basically won’t be seen unless you invest in Facebook Ads.
Facebook ads are easy to set up, and you can set choose the pricing that works best for you.
Here are some tips on how to promote yourself (for free) on Facebook:
- Join Facebook groups that your target audience is hanging out in
- Answer questions your potential clients have by giving in-depth answers and linking to your blog
- Like, comment and share other people’s content.
- Post once a day on your own page, switching off between your own content and shared content
Instagram is a great way for real estate agents to connect to people, but it’s not a requirement for your business to succeed. Optimizing your profile and posting good pictures can help you get your business out there.
Tips for Instagram:
- Use the maximum 30 hashtags on each photo
- Post consistently. At least once a day, no more than 3x.
- Engage with your community! Follow people, like their posts, and comment. Spend at least 30 min a day doing this
Twitter is a great way to connect with other real estate agents and your future clients.
Tips for Twitter:
- Optimize your profile with strong keywords being a real estate agent
- Post at least 5 times a day. (2 of your content, 3 of shared content like retweets or articles from other websites)
- Find your competitors and follow their followers (the ones who are engaged and look like your target audience)
You might be starting to see a pattern with social media. It involves optimizing your page to show what you specialize in and connecting with your target audience. LinkedIn is no different!
Tips for Linked In:
- Connect with 20 people a day, and send out a personalized message every time!
- Optimize your page to highlight your personality and what makes you stand out as a real estate agent
- Post your blog posts from your blog onto LinkedIn Publisher so that your audience can see it
- Post 1x a day
This might sound way too overwhelming for you. Fortunately, there are automation tools like Hootsuite or Buffer that will save you SO much time on your social media efforts.
You’ll still need to be strategic in how you post and what followers to get, but you won’t have to stress about posting at certain times of the day every day.
Some people just spend one day a month scheduling their social media, and then setting up WordPress to automatically post whenever they hit publish. You can also set up a schedule for that, too.
Also, I’d suggest finding two social media platforms that work best for you. Trying to focus on all of them can be extremely difficult, so it’s good to focus on the ones you already know how to use and prefer to promote your content on.
The whole point of social media is to get your name out to as many people as possible. Because creating great content will only get you so far, and that’s why it’s good to spend 20% of your time creating epic content and the other 80% promoting it!
4. Not Tracking Your Efforts, And Then Giving Up Too Soon
Content marketing takes consistent effort and persistence. Not to mention patience!
It’s not possible to get immediate instant results, without a solid foundation in place first. And a solid following.
People sometimes do the minimum, and expect maximum results. Being patient with content marketing is key.
Not tracking results also can cause you to give up quickly. If you notice you are getting followers on twitter, but don’t keep track of how much your growing every week, it’s easy to believe there’s no progress being made.
How To Fix It:
- Make sure Google Analytics is set up so that you can see who is coming to your site. You can track where your traffic is coming from, as well as your traffic’s demographics
- Set up systems to track weekly, monthly and annual goals. Tracking your progress (even if it’s small!) will give you motivation to keep going
- Take each like, share, retweet, follow and comment as a win. It means people are seeing your stuff, and you are doing it right!
5. Not Converting Your Website Traffic Into Leads
Everything building up to this point is you putting effective systems in place to eventually get that ROI you’ve been waiting for.
But, all of the previous steps don’t mean a whole lot if you don’t have a way to convert your readers into leads.
When people come to your site, you need to give them something that they’ll want to sign up for. Something that will help them out in a big way, so that they’ll want to give out their email address.
If you don’t have a website set up with plenty of opt-in options for your potential clients, you are losing out on A LOT of leads.
I’ve seen this happen, where clients end up getting a high amount of traffic to their site (without even doing a whole lot!), but they don’t have any lead system set up to make their audience stick around and sign up.
Don’t let your future clients slip away!
How To Fix It:
There are a lot of options out there you can use to set up opt-in forms on your site.
Set up enticing opt-ins. For a real estate agent, I’d suggest creating a “First Home-Buyer’s Checklist” or “10 Things You Need To Know Before Selling Your Home”. Add these to the end of blog posts that are related to the opt-ins.
Also, set up opt-ins around your site, like the sidebar and below your menu. Research shows it takes up to 7 times for someone to see your opt-in before they decide to take action. So, make them visible in all areas of your page.
Opt-ins are easy to make, and should only take 30 min or an hour. Then, you just have to place them strategically on your site to get more leads.
I just want to say that if you are making any of these mistakes, it’s totally OK. And normal, I’ve definitely made these mistakes before, too.
The best way to overcome them is by writing down things to change, and focusing on fixing them. I can guarantee that once you start implementing these items, you will start to see a huge improvement in your efforts.
Again, content marketing just takes time. To understand it all, and to see results. It’s not something that happens overnight (although I wish!), but since it’s not a “get-rich quick” way to producing more clients, it just means it’s an effective way to create a long-lasting marketing strategy and get forever clients who will always want to come back to you.
As a real estate agent, what are some questions you have about content marketing? Drop them below in the comments and I’ll be sure to respond!