Tag Archives: Content Marketing for Real Estate Agents

Online Marketing for Real Estate Agents – Tips & Tricks

Editor’s Note: There are numerous books, websites, and other mediums devoted to assisting real estate agents who want to grow their business. Few of these mediums, however, provide substance when it comes to leveraging the possibilities of online marketing. Mary Beth Downing is a Dayton, Ohio real estate agent who has gotten off to a fast start in her career by leveraging the web. In the article below, she shares how she has achieved early success.

Breaking in as a real estate agent is incredibly difficult. This difficulty is the reason why so many agents quit within their first few years, out of frustration. I’ve seen realtor discussion boards in which many agents say that one should only expect to sell three to four homes in their first year. As of this writing, I’ve had my license for slightly over five months and I’ve put eight homes under contract. The most exciting part is that each month has been better than the previous. I’m excited to use this article to share how I’m going about growing my business.

The biggest thing that has surprised me, early on, is the extent to which many new agents entirely devote their time to trying to meet people face to face as opposed to leveraging online resources. These online resources can include paid ads as well as things which you own outright (more on this below). It’s understandable that many new agents don’t want to put money into building a website or into online listings. In my opinion, however, there’s a flaw in refusing to do so. If you take the approach that “I’m not spending any money and I’ll spend my time networking and trying to meet people” then you’re only saving money if you value your time at $0. Given that time is valuable, and can’t be replaced, I find online marketing to be highly effective.

In my first five months I’ve focused on three main areas: my website, my blog, and video. I’ll discuss each of these in turn.

Real estate agents can use their website to attract and capture leads

Most agents don’t invest the time or money to create a website for themselves. This is the first mistake as having a web presence helps to validate you in the eyes of potential clients. Simply, having a website, however, isn’t enough; too many agents build a basic page for the sake of having one, but don’t truly leverage their site. You can use your website to attract clients who would have never heard of you otherwise. You can then use it to capture more of those leads and turn them into signed contracts.

I didn’t want a website that simply said “Hi, this is me. I’m a real estate agent.” I wanted something that would actually provide value to potential clients. This is why I had my webmaster integrate the MLS (through third-party software) into my site. This allows people to search listings of homes for sale through my site instead of through a service such as Zillow. One of the big benefits of this has been that individual home listings tend to show up well in organic search results on Google and Bing. So when people see a for sale sign, and search for the specific address to get more information, my site’s listing of the property shows up. People then land on my website and call me from there. This results in leads with no additional time or meaningful financial investment on my part.

Another big benefit is that the MLS integration into my website allows me to automate the follow-up process. The software I use, to integrate the MLS, allows me to add a lead’s email and other information to a database. That lead will then receive automated emails whenever a new listing, which meets their desired criteria, comes on the market. This means that, instead of me having to call someone about a new listing, they receive it automatically. This helps people to be informed of listings they may be interested in and, importantly, ensures that the information is coming from me. I could spend hours, every day, researching listings and calling people or I could have an automated system which handles this task. I prefer the latter.

My blog is crucial to my strategy of driving seller listings

As I mentioned above, most realtors don’t create a website. Of the ones who do, very few create a blog and maintain it. Blogging is crucial to my strategy going forward. The thing about a blog post is that it can be the gift that keeps on giving. Say, for example, that I write an article on “how to price your home for sale” and it gets clicked on just five times a month in search. That’s five clicks every month that I pay no money for and spend no time on after I’ve written the article. In other words, investing a little bit of time provides me with web content, which I own outright, that will continue to give me indefinite exposure to potential

clients. This is why I wrote a comprehensive series on the subject of “selling your home.” I see my blog as a crucial component to obtaining listings without expending extensive time or money.

Video is important to helping me convert leads into clients

One of the first things I did after starting my business is hire a videographer to make the following “intro” video:

This has been vital in terms of helping me convert leads into clients. This has happened in two ways.

First, the client with the highest dollar contract I’ve signed so far explicitly mentioned my video when they first contacted me. In other words, these clients found me on the web and were considering calling me. They watched my video and it helped clinch their decision. Second, and interestingly, is another call I received. I market heavily on Zillow for a given zip code. My video appears on my Zillow profile as well as on my website. I received a call from a homeowner in the zip code I market to. She stated that she had been receiving letters from realtors offering to assist with selling her home (a common tactic for obtaining listings). She went onto Zillow to get an idea of what her home may be worth as part of deciding whether or not she wanted to sell it. Since I market to her zip code, she came across my Zillow profile and watched my video. She then contacted me regarding the listing of her home and, again, explicitly mentioned my video.

The foregoing are two examples of how my video introduces me to clients and helps me to convert more leads into signed contracts. I own this video outright. That means it’s another gift that keeps on giving. It’s another way that I’m getting clients, on an ongoing basis, without having to expend large amounts of time or pay ongoing amounts of money.

I strongly believe that many real estate agents are missing out on their opportunity to leverage the web. This is actually good news. The fact that agents aren’t leveraging the web means that it’s not as competitive as one may think. In my humble opinion, this is the best way to leverage one’s time and money when growing their business.

I owe a big thanks to Amanda Clark and the team at Grammar Chic for inviting me to write on this topic.

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Filed under Client Spotlight, Content Marketing, Social Media

Content Marketing for Real Estate Agents: Can Blogging Help You Sell Homes?


It’s amazing to consider the ways in which online marketing has transformed the real estate industry—and if you don’t believe it, consider some of these figures from a 2012 study from the National Association of Realtors. The study finds that more than 40 percent of all home buyers find their dream property via the Internet; nearly as many home buyers find their home by consulting with a real estate agent, and in many cases, these agents are found through the Web. But what about those old-fashioned newspaper ads, once so prized by real estate agents? In today’s world, they account for only 2 percent of the homes found and purchased.

What all of this suggests is that, for the real estate sales professional, the Internet represents the best, most cost-effective place to spend one’s marketing budget—by a long shot. Of course, this is something that most real estate agents have come to terms with. The trouble that many have is deciding on the best way to reach leads on the Web.

Increasing Visibility Means Drawing in Homebuyers

The secret is in understanding that, for realtors, successful online marketing is all about improving visibility. That same NAR study reveals that the overwhelming majority of homebuyers never call more than one real estate agent—meaning that the first agent they come across is the one who gets their business. Additionally, the NAR’s 2013 “Field Guide to Quick Real Estate Statistics” notes that 90 percent of homebuyers use the Internet as a primary tool in their real estate quest.

The bottom line? When people want to buy homes, they don’t flip to the Real Estate section of the local paper, and they don’t pick up the print catalogs that are on display outside supermarkets. They turn to the Web, they conduct a Google search, and they seek out a real estate agent who has high visibility—an agent positioned on the Web as someone who is knowledgeable, helpful, authoritative, and, above all available.

Content Marketing Tips for Real Estate Professionals

In many ways, content marketing is the perfect way for real estate agents to position themselves in this way. Content marketing is all about selling without selling—not about constant self-promotion, but rather about sharing helpful and informative content that establishes the agent as someone consumers can trust. As an added bonus, helpful content like this is what Google and Bing favor—so content marketing empowers real estate agents to achieve high visibility and superior rankings on online searches.

What kinds of helpful and informative content can agents share? A few ideas come to mind:

  • Share local market data and statistics. What are the “hot” neighborhoods in your city or town? Where can local home seekers find the best deals on the most valuable properties? For buyers who do not know exactly where to begin their real estate search, information like this can be priceless.
  • Share tips for first-time homebuyers. This is, after all, a daunting process for many, but when you share handy info on applying for loans, negotiating closing costs, conducting home inspections, and so on, you cultivate trust with potential buyers.
  • Share home maintenance tips, proving that you’re interested in the long-term satisfaction of your clients, and that your expertise doesn’t end when all of the papers are signed.
  • Share information about local schools and community events, which can be helpful for those moving from another city or state.
  • Finally, there is certainly nothing wrong with sharing some of your own more attractive listings, from time to time!

Feeding the Content Monster

As for the specific media you use to distribute this information, different agents may prefer different methods—Facebook and Twitter, Pinterest, blogs, press releases, and beyond. The important thing is to make regular content creation a priority. Not only does Google reward those who continually offer it something of value—indeed, the agents who have the best search engine rankings are not the ones who consult with expensive SEO companies, but the ones who regularly blog and post to Facebook—but by prioritizing content creation, you’re ensuring that your name is always right there, in front of homebuyers, positioned as a name of respectability and trust.

The team at Grammar Chic specializes in a variety of professional writing and editing services. For more information about how we can help you, visit www.grammarchic.net or call 803-831-7444. We also invite you to follow us on Twitter @GrammarChicInc for the latest in writing and editing tips and to give a “like” to our Facebook page. Text GRAMMARCHIC to 22828 for a special offer.


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