In today's digital age, where information is readily available at our fingertips, the dynamics of consumer engagement have evolved significantly. As real estate agents, understanding these changes and leveraging them to our advantage is essential for building a strong online presence and nurturing valuable connections with potential clients.

Content is King

You've likely heard the phrase "Content is King" in the realm of online marketing, and it holds more truth than ever in the world of real estate. Consumers are hungry for information, and they turn to the internet to satisfy their cravings for knowledge. Whether they're first-time homebuyers seeking guidance or seasoned investors looking for market insights, your website can be their go-to resource if you provide valuable content.

The Love for Free Content

One thing that hasn't changed is the universal appeal of "free." Consumers love to access information without any cost attached. When you offer high-quality, relevant, and free content on your website, you're not just attracting visitors; you're creating a welcoming environment where they're more likely to linger, explore, and ultimately connect with you.

Keep Them Engaged

Imagine a prospective client visiting your website. They arrive seeking answers to their real estate questions, and they find a treasure trove of blog articles, guides, videos, and more—all for free. As they delve into this wealth of information, they're spending more time on your website. The longer they stay, the more they learn, and the stronger their connection becomes with you as a knowledgeable and trustworthy resource.

Content Builds Trust

Trust is the cornerstone of any successful client-agent relationship. When you consistently provide valuable content, you're not just showcasing your expertise; you're building trust in your brand. Clients who see you as a reliable source of information are more likely to turn to you when they're ready to buy or sell a home.

Content as Currency

In today's digital landscape, content is the currency of the internet. It's what consumers seek, and it's what can set you apart from your competitors. By investing in creating and curating content that speaks to your audience's needs and interests, you're not just attracting visitors; you're establishing a thriving online community that revolves around your expertise.

Boosting Your Real Estate Business

So, how does this translate into real business growth? When visitors stay longer on your website and trust you as a valuable resource, the chances of them converting into clients increase significantly. They're more likely to reach out for your services when they need professional guidance because you've already proven your worth through your content.

Increase Search Engine Rankings

Creating outstanding content is just one part of the equation. To truly harness the potential of free content, you need to make sure it reaches your target audience. This is where search engine optimization (SEO) comes into play. By strategically incorporating relevant keywords, optimizing meta descriptions, and ensuring your content follows SEO best practices, you can increase your website's visibility on search engine results pages. When your content ranks higher on search engines like Google, it becomes more discoverable to potential clients actively seeking real estate information. This not only boosts your website's traffic but also enhances your authority in the eyes of search engines, creating a virtuous cycle of improved visibility and increased engagement.

In a digital world hungry for content, real estate agents who embrace the power of free, relevant information on their websites are poised for success. Your website isn't just a digital business card; it's a dynamic platform where you can engage, educate, and build trust with your audience. As you continue to invest in creating compelling content, you're not only enriching your online presence but also laying the foundation for lasting client relationships and a thriving real estate business.

In summary, free content on your website is like a magnet that attracts, engages, and nurtures your audience. By consistently providing valuable information and optimizing it for search engines, you're not only building trust with potential clients but also boosting your online visibility, ultimately driving more qualified leads to your real estate business.

InTouch Systems provides powerful content for residential real estate agents through direct email, social media posts, blogs, and consumer content for agent's websites.

Oftentimes the problem is not lead generation but lead nurturing. What are you doing to add value to the people in your sphere of influence, your past clients, and the people in your database? How are you communicating with them in a way that gives them the education and confidence to choose you when they decide to buy or sell?

On the homeowner side, providing market updates, details of homes that sell or come on the market in their neighborhood or similar areas, and providing unsolicited video CMAS are a few great ways to nurture homeowners until they are ready to sell.

On the buyer side, providing details on financing options, neighborhood updates for areas they may consider buying in, and providing specific properties that might fit their next home's criteria are a few ways to help potential buyers move toward their goal of purchasing their first or next home.

Not following up after closing

You've done the hard work of working with someone to a point where they know, like, and trust you enough to do business with you. Why would you not continue to add value after the closing to deepen the relationship and broaden your opportunity to receive referrals? Most agents never follow up with their clients after the closing. Huge mistake.

The ideal business evolves to a structure where 80+ percent of future business comes from referrals or repeat customers. The only way this happens is if you continue to build on the relationship momentum started during the transaction.

Develop a follow-up plan for after closing that focuses on continuing to be the source for all things real estate for your clients. This is another area where most agents drop the ball. Make sure you don't make the same mistake.

Not consistently communicating

Real estate can be a roller coaster that moves from no activity or immediate prospects to extremely busy. This is usually created by a lack of consistency. Most agents find themselves without business, so they go into prospecting mode.

That generates showings and contracts that need to be managed through the closing process. The problem is most agents stop prospecting when they have hot buyers or contracts and then find themselves after closing those transactions with no additional buyers or sellers in their pipeline.

This leads to a never-ending roller coaster ride of feast and famine. The key is to consistently continue to prospect for buyers and sellers who are ready, willing and able to buy or sell. When you consistently prospect, your business becomes consistent.

The only reason to justify the effort of building and maintaining a database is for communications that will build your brand as a real estate professional and maintain top-of-mind awareness for repeat and referral business.  Check out InTouch Systems to see how we can save time and effort so you can focus on working directly with buyers and sellers.

As an agent, you know that marketing is essential to your success. The question is: "are you sure your current marketing is speaking to all the people you know and more broadly, to the right people?

Maybe you're using the same old tired marketing materials that everyone else is using. Or maybe you're trying to write your own marketing copy, but you're not sure how to make it stand out.

The problem is your current marketing is probably not reaching the people who are most likely to buy a home from you. Considering over 90% of people are not in the market to buy or sell, what is your marketing doing to brand you and maintain top-of-mind awareness.  It may simply be not speaking to their needs or their wants.

That's where a content marketing service can help. A content marketing service can provide you with a new voice for your marketing. A voice that will speak to your target audience and resonate with them.

A content marketing service can also help you develop a marketing strategy that will reach your target audience where they are. They can help you create content that will be shared on social media, that will rank well in search engines, and that will get noticed by potential clients.

If you're not sure if your current marketing is speaking to the right people, it's time to add a new voice.

At InTouch Systems, our content strategy is to brand you as a real estate professional by addressing issues that face homeowners not only when they buy or sell, but all the years they own the property.  Our goal is to make you the "source" of real estate information to your public.

With roughly one-third of the agents coming into the business each year, and another one-third leaving it, it is imperative to maintain top-of-mind awareness with each person you know.  The objective is that whenever they think about buying or selling or hear of a person who is, they'll immediately think of you.

InTouch's content blend is email in the form of newsletters, holiday greetings, and special occasions.  The social media postings are a mixture of infographics, short stories, and videos that are posted Monday through Friday.

These communications are bolstered with ten different Information Guides, an array of financial calculators, a personalized landing page, and a personalized list of your recommended service providers.

Contact a content marketing service today and see how they can help you reach more potential clients and grow your business.

Distinguish yourself from the competition and start the conversation they want to have.  Go to InTouchSystems.com today to learn more about how we can help you add a new voice to your real estate marketing and reach more potential clients to increase your repeat and referral business.