Content marketing overview for estate agents

David ButlerBy David Butler in Content Marketing

Loads of new instructions, landlords signing up to let their property with you, the go-to agency for all property-related news in your area. These are, obviously, what all estate agents want, and while there’s no click-of-the-finger magic trick to get them, using content marketing for your estate agency can be much more effective for engaging with and attaining clients.

Your content marketing needs to be clever, though, and there is no point doing it for the sake of it – it needs to be planned and thoroughly researched. That is why we have come up with a checklist containing a few things you should ask yourself before you start to implement your strategy.

Is what I’m saying interesting?

We might be stating the obvious, but you would be surprised how many people who try content marketing fail to make the content interesting. Without having something that holds your audience’s attention you might as well not bother. We live in a day and age of digital distractions, so the material that you are offering needs to be watertight.

Think about what it is that your clients want to hear: property-related topics that focus on the local market. It may be that you want to start with a topic that is currently national news but refine it, narrowing it down so it is totally relevant to you area. Or maybe it will be something that is really specific to your area? Perhaps there are a dearth of transport options locally, so you want to talk about how house prices near stations command a premium?

There will be lots of little stories in your local market that you can potentially turn into big stories. Once you have settled on the topic, you will be well on your way to creating engaging content that will set your agency apart from the competition.

It is a good idea to conduct small feedback sessions, asking your target market what they think of the article topics. Ask them if they can rank them into categories: what they would read, might read, and would not read, to give you a better idea of the content they desire. This kind of instant feedback helps you refine your content so that you are not wasting any time or effort with your strategy.

Is what I’m saying accurate?

Ok, so you have decided on a subject that you think will really ignite your audiences’ flame. The next thing you need to do is get hold of the data and statistics that will ultimately be the centrepiece of your report. Time to get researching!

Getting the numbers, however, is not a quick or straightforward process. You have to be prepared to commit a good amount of time to making sure you have interpreted the data correctly, in order for the information that you’re providing to your audience to be 100% correct.

There would be nothing worse than putting all that time and effort into an in-depth report only for it to be misleading and have the wrong statistical information. It is a surefire way to lose people’s trust and damage your agency’s reputation.

You can always use a service for advice on how to best decipher the numbers, or if you feel it is too much work, get them to do it for you, which is very cost and time effective. There are many factors that go into making a quality report, but making sure you get the numbers right is the by far the most important.

Is what I’m saying clever?

It’s not just a case of pulling some numbers together and putting them in a report then churning it out. What you are saying has to be smart. Whatever you decide to write about, make sure the numbers back up your key message and support the story that you are trying to tell.

You want to show that you understand every aspect of property in your market, whether that is how local transport stations affect prices, focusing on a topic that is in the national news but you can be relevant to your market, or anything else you deem to be of interest to your client base.

Find out what the bigger picture is in relation to your chosen subject and really drive that home in the article. Have a strategy for each topic you discuss: what do you want to say, what is the benefit of it, and as we touched on earlier, is it interesting? It always comes back to thinking about your customers needs and relating to them.

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