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The 5 Steps to a Content Marketing Life Cycle for Real Estate Agents

By Ben Shepardson | August 9, 2017

There's no magic formula when it comes to content marketing for real estate agents. Different things appeal to different people in different markets, and there's no more effective way to discover what works than by good old fashioned trial and error. Different things appeal to different people in different markets, and there's no more effective way to discover what works than by good old fashioned trial and error.

Content Marketing Strategy Illustration

However, there are a few basic rules you need to follow if you want the best chance of success for your real estate agency's content marketing. If you're just getting started with your real estate blog or aren't getting the results you expect, these five easy steps can lead you closer to a successful content marketing strategy:

Step 1: Define your content marketing goals.

Content marketing for real estate agents can satisfy a variety of goals, but what are you specifically hoping to get out of it? Without goals, you'll never know if your marketing efforts are successful. Content marketing can help real estate agents

  • Get their brand in front of more people
  • Establish your agency's legitimacy
  • Strengthen your brand

Determining what you want your content to do can help you develop the right content to meet those goals.

Step 2: Draft a content blueprint.

Content marketing for real estate agents can take many forms:

  • Blog articles
  • Videos
  • Virtual tours and open houses
  • Infographics
  • Photos
  • Curated content from reputable sources

It's a good idea to have a fair amount of content already created before you start publishing. This helps you ensure you always have something to share, especially if you aren't able to create new content on a daily or weekly basis.

If you don't have the time to produce your own content, consider partnering with a ghost blogging service or marketing agency that can do the hard work for you, but with your name as the creator.

Step 3: Initiate a publishing strategy.

Just as there is no magic formula for content marketing, there's also no hard-in-stone guidelines as to when you should publish your content. Some agencies will post something once per day, while others may post a few times per week or a couple times per day.

It's important to have new items for your audience to see each time they visit your website, but you don't want to share too much too soon. You might want to establish how many times a day and which days of the week you want to post, then find a way to stick to your plan.

(Hint: Setting a publishing schedule can also help you figure out how much content you need to create or curate!)

Step 4: Share content on your social channels and community forums.

Don't limit yourself to posting only on your website. Share your content across your social media channels, community forums, guest blogs, and other outlets to boost viewership and web traffic. It's usually worthwhile to pay for ads on social media to help your content reach more people.

Step 5: Reach out to prospects and clients who engage with your content.

Don't be afraid to reach out to readers who comment on your content. Replying directly to, say, a Facebook comment shows other readers you're responsive and interested in receiving feedback.

However, you don't want to hit them with a sales message when you respond. Sounding too business-only makes you seem more interested in money than providing value to your readers.

One Final Thought

Consistency and time are prime factors in getting results from your content marketing. Make sure you continue your efforts on a regular basis, even if you don't see an immediate result. Don't give up too soon - the brand awareness and impressions your content creates might be working harder than you think!

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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