Between showing homes, open houses, and all the paperwork that comes along with being a real estate agent, you likely haven’t put as much time into generating online leads as you would like. Unfortunately, in today’s digital world, just having a great website isn’t enough. Content marketing needs a seat at the table.

From social media, to video, to regular content creation, content marketing is a multi-faceted approach to drawing in new leads. While it might seem a little overwhelming, we’ve outlined a few of the best ways you can get started creating great content, getting involved with your ideal audience, and generating online real estate leads.

Establish a Social Media Presence

One of the best things you can do to generate leads for your real estate business is establish a social media presence. While you may not think Facebook or Instagram when you think of buying or selling a home, chances are your ideal audience is hanging out on these channels. Having your content in front of them on a regular basis will keep you top-of-mind when the time does come.

Each social channel presents unique opportunities to establish yourself as an authority in the field. Likewise, each channel provides the chance to connect with your audience in a different way:

• LinkedIn is going to have fellow real estate agents, professionals, and those looking for more factual articles around real estate.
• Instagram is a platform designed for photos, so showcasing your current and even past listings would a great use of this space.
• Twitter is a great way to retweet those you respect as well as sharing note-worthy articles and little snippets of helpful information for your audience. It’s probably also one of the easiest channels to build relationships on.

Staying relevant on social media is a great way to drive traffic to your website, establish yourself as an authority in real estate, and build relationships with fellow agents and potential clients.

Consistently Create Content

Video

Videos attract two to three times as many visitors to an agent’s site, and doubles the amount of time they spend there. Getting started creating videos might seem scary, but the payoff is well worth the discomfort. Your potential clients are going to appreciate the opportunity to view videos on your website, and creating a YouTube channel can help drive traffic to your website, giving you the chance to generate leads.

A great place to start would be creating tours of homes you currently have on the market. Giving people a peek at both the interior and exterior of the homes gives them more incentive to come and see the home in person if they enjoy the virtual tour.

And not only that, but 73% of homeowners say they are more likely to list with a real estate agent who offers to create a video for them. Even with this opportunity, only 4% of agents put their listings on YouTube. Videos are a huge marketing opportunity that the majority of real estate agents aren’t taking advantage of.

Blog

Creating and keeping an updated blog is a great way to build authority in your field. 77% of internet users are reading blog posts, and companies who blog get 97% more links to their websites. Moreover, creating evergreen content (content that will not age quickly) is a great way to ensure you can recycle the content for other platforms, such as social media or even to turn into a video.

If you’re looking for somewhere to start with your real estate blog, here are a few ideas:

• Provide solutions to problems your readers may be having
• Create posts for your current listings
• Write for real estate agents and clients
• Focus on your niche

Keeping your blog updated with helpful, informative content will improve your ranking on search engines, keep you top-of-mind when your audience has a question, and help establish you as an authority in your field. It could also help you seem more accessible and personable when a potential client reaches out for your help.

Meet Your Audience Where They Are

If someone reaches out to you on social media for help with a real estate question, helping them to the best of your ability may not pay dividends in the short-term, but we’re in this for the long game. Providing exceptional service, even when it’s for free through social media or a comment on your blog, will help build up a log of helpful tips and suggestions. This will show your audience that not only are you willing to help, but you know your stuff.

Buying or selling a home is a big step for someone to take. When searching for a real estate agent, they’re going to want to find someone they can trust. Building a digital relationship with your audience will help them feel more trusting of your services when it’s time to take the plunge into buying or selling a home.