Although the possibilities are endless for the real estate industry, the landscape remains ever competitive. As a realtor, the brand you build is your very name. It takes a significant amount of effort to build a brand, but a strong one readily distinguishes you from the rest and establishes you as an industry leader. By leveraging your name, you gain quality real estate leads, which hold the potential to become conversions.
How do you build an effective brand name? You’ll need the help of marketing strategies, employed to generate trust, create authentic conversions, and establish authority. The most effective way to use marketing is through content marketing, which allows you to achieve the necessary goals: trust, conversion, and authority. In essence, it helps boost your online visibility.
Content marketing encompasses the art of using high-quality content to engage with your customers and grow your sphere of influence. Content creation requires you the ability to craft relevant content, all of which should help improve your clients’ lives. In the real estate industry, this could mean creating content about the home sale process, industry news, and everything that could be meaningful to your prospective clients.
Remember: the end goal is to stay on top of mind, as well as build a reputation as a real estate agent that delivers.
To understand how to better nurture leads through content marketing, here is a comprehensive guide for you. Here, we take a look at the importance of nurturing, as well as the many ways you can use content marketing for your
The Importance of Nurturing Your Prospects
If you own a website, chances are you’re already earning real estate leads. There are plenty of opportunities left for you, but the best way to succeed in the industry is to position yourself as an expert. You’ll want people to know that you understand what you’re talking about, and your mastery renders you capable of answering any questions and outperform your competitors.
Think of it this way: a customer may find their way to discovering your brand but as a new lead, they may not be ready to close deals just yet. They will need to further look into your business and offers, research on relevant information, or prepare to make smarter decisions that could take weeks.
How do you let them know making business with you is a smart decision? The answer is simple: nurturing. By donning an omnipresent enigma for your brand, you stay on top of mind and continue to provide value. You let them stay engaged with your brand, long enough to convince them to purchase, sell, or rent properties with you.
How to Nurture Leads Through Content Marketing
Search engines have made the game quite clear: to get good ranks, you must provide freshly-baked content on your website, complete with a tall glass of cold milk. In other words, your content needs to be attractive, succulent, and highly useful to users.
Content is king, they say, and the best of marketers have those words engraved into their minds. To nurture your leads, content marketing is key. And to properly executive content marketing, you must observe the following tactics:
1 – Offer other opportunities
As soon as a lead comes up, you’ll be given ample opportunity to communicate. In this window of opportunity, you must provide them with additional information about your business, particularly the most enticing ones. The best way to do this is to directly contact them, which is through their emails.
Word of caution, however: Do not abuse this power, as people do not enjoy pushy and aggressive tactics. Craft your messages in a way that helps them remember you’re a good option, allowing your brand to stay top of mind. While emailing weekly may be tempting, it’s best to email every 3 to 4 weeks.
2 – Share company news
People search for content online because they want to work with the best. With so many others trying to do the same, you must provide your clients with optimal value to help them make decisions.
The best way to do this is to document your moves, carefully packaged in the form of company news. This helps them know that you’re credible and trustworthy, a company that is proactive and capable of making change. Talk about your recent sales, acquisitions, and partnerships, as with charities you work with.
3 – Utilize case studies and testimonials
Case studies and testimonials fall under the category of social proof, which pertains to the tendency of people to trust brands based on other people’s experiences. Experts postulate that social proof is effective in driving conversions.
People are naturally drawn to reviews and testimonials when researching brands and businesses, so why not showcase case studies and testimonials on your website? Keep in mind that people are naturally social, so the lack of other clients’ faces may detract them from making business with you.
To successfully create a good impression, highlight what you’ve done for clients. Ensure that your case studies and testimonials come with names and photographs, further strengthened by storytelling. Allow them to get to know your client and in turn, get to know you.
4 – Make use of social media
As discussed, nurturing your leads rely heavily on the connections you’ve built. Information packaged in blogs, news, and other materials may be useful, but if they do not encourage your clients to interact with your brand, your efforts will be in vain.
The best way to ensure that you stay connected with leads is through social media. It’s an incredibly powerful tool, which has since harnessed the people’s need and desire to stay connected. It’s your go-to for relationship building, which is why it’s an incredibly important aspect of your content marketing campaign.
Social media allows you to share content that already exists on your website, but you can take it further by using videos, re-posting industry developments, and other social posts that will encourage them to interact with you.
You can also use social media as your main channel of communication, as chatting and replying to comments has never been easier. Remember: your goal is to build and maintain relationships. By doing so, you nurture a bulk of your leads.
The Takeaway
The real estate landscape continues to grow. Property purchases and housing demand are unlikely to cease in existence, as these are integral to human survival. Although the future is promising, the competition remains to be your biggest barrier. How do you continue to make a name for your brand, ensuring that you’re well trusted and relied upon?
Content marketing is key, along with nurturing leads. Client acquisition should be a continuous process, but gaining conversions always happen best with clients who already know you. This is how your business thrives, so keep nurturing.
Framework Pros is digital marketing in St. Louis, dedicated to helping businesses grow. We believe that brand building opens up doors of opportunity for you, and with careful strategic planning and lead generation tactics, you’ll be well on your way to success.
Ready to grow? Reach out to us today!