Using Inbound and Content Marketing as a Real Estate Agent
Whether we like it or not, there is a common misconception that real estate agents may not always act in the best interest of their clients. After all, Stephen Levitt and Stephen J. Dubner’s best-selling book
Freakonomics showed that real estate agents generally take clients’ homes off the market a week earlier than if they were selling their own. You’ve got to make that commission, right?
But in a day and age like this, how can you build more trust as a real estate agent?
Well, it all goes back to a concept that we’ve discussed before – inbound marketing. The power of the marketplace has been overtaken by the hands of consumers thanks to the rise of the Internet, as well as the increasing number of real estate agents entering the scene. The solution to this? Show up where and when your potential clients are looking for answers.
Applying inbound and content marketing to your real estate business.
There is absolutely no doubt that there are tons of factors to consider during the process of buying and selling a home – particularly from the consumer perspective. And where do you think consumers turn first for answers? If you guessed the Internet, then you’re right – Google specifically. Knowing this, you can be proactive by providing answers to commonly asked questions that you receive as an agent, or any other helpful insights you may have. Maybe it’s technical questions about buying and selling homes or insights about neighborhood trends. There’s a whole world of possibilities here, so don’t limit yourself in what you share.
You can learn more about inbound marketing tactics and the importance of content marketing by reading other articles we’ve published for you. (
link to each article mentioned – inbound marketing and content marketing)
What kinds of content can I produce to deliver this information?
As you know, content takes many forms, but the following could work for your situation in particular:
Blog posts and articles
Resource Guide (i.e., best practices, neighborhood-specific trends, etc.)
Webinars or livestreams
Social media posts
Businesses that effectively implement inbound and content marketing tactics use a combination of these content formats that complement one another. One example is that you could use social media to promote certain resources or articles you’re offering. The options are truly endless as long as it makes sense with the types of homeowners you are targeting.
Of course, the buyer’s journey and buyer persona applies here too.
If you haven’t already read our articles about the buyer’s journey and the buyer persona, be sure to do so. (
link to both articles – buyer’s journey and buyer persona)
When you are deciding what types of content to publish and which topics you should cover, it’s important for you to think about who you’re speaking to as an individual and where they are in the home buying process. Just as we’ve mentioned in our article about buyer personas, this will help you to create highly targeted messages that are relevant to the needs of the particular reader. Have you ever read an article and felt like it was written just for you? Well, it feels great and by taking note of these considerations, you will be well on your way to doing the same for your potential clients.
Inbound marketing means building meaningful rapport.
Ultimately, the main goal here is to build rapport with your audience by providing valuable information. If you can do this free-of-cost for your users, you will be bettering your chances that they will contact you over the competition. Of course, the content must be high quality and valuable – you cannot publish garbage and expect to be rewarded for it.
Think about it, if you’ve been the one answering all of their questions, do you think these individuals will choose another agent over the one who has already proven to be knowledgeable? Most likely not, so keep that in mind as you work to incorporate inbound marketing practices in your real estate business.
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