There has been a lot of talk regarding social media strategies and ways that agents can further extend their reach, but one thing that often gets neglected is the positive impact of good local content marketing.
Here are five reasons why this strategy will do more to build your brand in your catchment area than a simple photo of you on the front of a sold sticker.
1. Sellers want the best local expert
Leading sales consultant at Gary Peer & Associates Todd Schulberg said that today's market is filled with savvy vendors, and generally, the first place they will check is online.
“When they search your name online, the impression you make could very well be the difference between getting the listing or not,” Mr Schulberg said.
“Consumers will be looking for assurance that you are the local expert. Content marketing will help aggregate and demonstrate your past experience, and it is your duty to be getting that out to consumers.”
2. Clients want evidence that you know the area
He said that the first port of call for consumers is generally Google.
“If you don't have a presence here, you're in trouble,” he said.
“When they do find your profile, they want to see that you know your stuff. They want to see reviews, local information, and true insight into the areas that they are looking at buying and selling.”
Mr Schulberg said that they want to see that you know your area well, including the businesses, the local parks, where the local footy team plays.
“All of this goes to demonstrate you know the market better than anyone. It shows you know the local area, and more so, that you know where the buyer for their house is going to come from.”
3. Clients want trusted information early in the process
Before people decide to buy or sell a house, they generally look for expert information, said Mr Schulberg.
“Information on what the market is doing, what a certain suburb is like, and what they can expect to get for their current home.
“In this developing stage, they are going to search for expert information on these topics.”
This is where your content marketing helps, he said.
“Suburb, street and neighbourhood reviews are the most general yet informative pieces of information for people looking to buy or sell.”
4. Content marketing makes you a multi-faceted agent
Mr Schulberg added that consumers are not always looking for a property, and you don't want to delete them off your list every time you have completed the cycle in a property purchase or sale.
Instead, he noted, you need to keep them on your list and value-add in the interim.
“You can do this with content marketing. Imagine if your consumers received content each week about new places opening up, an analysis of the best primary schools in the area, or new attractions in their neighbourhoods.
“This content is relevant, informative and wanted by consumers. It adds value in the times you are not selling them properties and increases your service offerings.
“This is the best way to ensure that your clients don't look at you as just trying to sell them homes when you get them, but rather an established and well-educated expert.”
5. Content marketing connects you to the businesses in your area
One of the best ways to build your brand is to connect with the trusted brands in the area.
“Creating a relationship with local furniture companies or cafes is the best way to get your brand out there for a relatively low cost,” said Mr Schulberg.
“Providing them with local content to share with their audience is a great way to get referrals to your business. Ask them if you can write a review of a local suburb, and they can place it on the tables at their cafe.”
He added that by building up market awareness in local areas, you increase your visibility and the chances of becoming trusted as a local expert.