We all know that not every lead is a “hot” lead. This is especially true in real estate, where moving from initial inquiry to the closing table can take weeks, months or more. So, as a real estate professional, how can you keep the “not-ready” leads engaged via content marketing to ensure you’re top of mind when they’re ready to transact?
Here are 5 different content pieces you can implement as part of your overall marketing strategy for maximum engagement and lead nurturing.
Whether you’re talking about neighborhood news and lifestyle events or are giving expert advice on real estate best-practices, blogging is a great way to keep you sphere engaged throughout the sales lifecycle. What’s more, blogging on these topics - and others - will remind “not-ready” leads that you’re an expert in your field.
If you’re new to the blogosphere, be sure to check out our recent blog: “7 No-Brainer Blogging Tips for New Real Estate Bloggers” … it’s a great place to start.
You may also be interested in Duke Long’s list of the Top 50 Commercial Real Estate Blogs for some blogging inspiration.
Not all of your clients and contacts will catch your latest blog post, so sending a monthly newsletter to your email database is a great way to capture more eyes. Newsletters are also the perfect opportunity to highlight recent deals or listings, to advertise open houses and local events, and more.
Where blogs are more tailored for thought-leadership type articles, a newsletter can be more focused on your business. But, don’t forget to include links back to your blog to grow readership.
#3: Social Media
Social media is another great medium for keeping “not-ready” leads engaged. Whether you’re sharing your latest blog posts, local market information, or other thought-leadership content, social media allows you to reach the masses quickly.
Keep in mind that each social media platform - whether Facebook, LinkedIn, Google+, or YouTube - requires a different type of content. Messages should be custom-tailored for each platform, as the audience and their preferred communications vary from site to site.
A strong social media strategy requires thoughtful planning and precise execution. For the real estate professional who doesn’t have the time to be focused on social media, social media management programs are a great solution.
#4: Market Reports
When you’re ready to step up your game, market reports are the perfect opportunity to establish yourself as the go-to expert on market trends and statistics. This type of content will remind your “not-ready” leads that you’re immersed in the industry.
Consider putting together trend reports quarterly that take an in-depth look at your local market. Or, maybe you send “State of the Union” reports on different segments that may interest your sphere: multifamily, retail, industrial, office, residential, etc. Send these out via your email database and follow that will a strong social media push for maximum exposure.
NAI Global’s market reports are great examples of how to inform your sphere - and others - about the market.
Video tells a story and it keeps your contacts engaged longer. In fact, sites that include video have, on average, an extra 2-minute dwell time compared to sites that don’t.* What does that mean for you? When you include video content in your marketing arsenal, you’re encouraging longer engagement time, which puts your personal brand in the spotlight longer.
Allen Buchanan does a great job of integrating video into his marketing plan. His Traffic Tips are just the right length to keep the audience engaged, and he demonstrates his expertise of the industry while doing so.
Putting it Into Practice
Coming up with effective strategies for keeping your leads engaged throughout the sales cycle is imperative to your success as a real estate professional. Implementing any - or all - of these content types into your repertoire is a great way to supplement traditional lead nurturing strategies.
Not sure where to start? Don’t have the time or manpower to execute these ideas? Let our team of real estate writers craft the content you need to grow brand awareness and keep your sphere engaged. You can learn more about our content creation and social media services here.
And, for more expert advice on lead nurturing, be sure to check out our recent blog: “Using Content Marketing to Nurture Real Estate Leads.”