Depending on who you ask, content marketing is the oldest trick in the book … or the next big thing. It is all mentioned, from a fundamental strategy to a revolutionary trend – and that duality says a lot about how misunderstood (and under -use) it is still in the real estate space.
To be honest, there is some truth in both perspectives.
On the one hand, the idea is to use valuable, relevant information to train and earn trust forever. Cavemen may not have had blog or social media accounts, but they certainly shared stories about the fire and not for posterity on the walls of caves.
On the other hand, the rise of the internet, search engines, social platforms and now AI content marketing has turned into a seemingly advanced discipline, full of tools, tactics and tech talk. (Spoiler alert: the “advanced” version is often just a noisier, shallower version of what already worked.)
We come back to the AI corner, because it definitely plays a role in how agents abuse content. But for now the most important point is this:
Content marketing is not a phase. It’s not a trend. It is one of the few strategies that endure the test of time, and it doesn’t go anywhere.
The problem is that even the agents who firmly believe in content marketing-native who consistently invest, time (or money) invest in good writing and make efforts in their branding often use in a way that is far too one-dimensional.
They consider content as a rule:
Write something ➜ Publish it ➜ I hope people see it ➜ Hope people respond to it ➜ File the road
And that is where so much potential is lost.
Because content is not only a message or a newsletter or a one -off campaign. It is not meant to be in a digital drawer and to collect virtual dust once it has been used.
When you shift your mentality from ‘Creating and Forgetting’ to ‘compile and reuse’, everything changes. The real power of content marketing comes when you start treating it as one library -A dynamic, ever -growing source that you can get at the right time, for the right person, in the right context.
If you do that, your old content will be new again – not for you, but for them. And that’s what it’s all about.
Why so many agents have trouble making content in the first place
No matter how many agents know that they have to do content marketing – or also marketing, actually – most not just not … … …
It’s not because they don’t want that. It’s because they are busy. Show houses. Writing offers. Extinguish fires. It is difficult enough to keep track of real customers in real -time, let alone that it makes content that talks future customers. Not to mention a tight budget.
So when agents try to concentrate on content, they often do it in short bursts – spend an hour on a social post here, a newsletter there, maybe a quick video if they feel ambitious. But then life stands in the way. The hands on the hot or buzzing. Family stuff comes up. And the content is placed on the backbuari until the next slow week (if it ever arrives).
Even those who make time tend to concentrate on things like exaggerated videos, or trend-hunting messages that sound like everyone else. And that is not entirely their fault. It is what the industry pushes.
But that is exactly where the chance is.
If you are one of the rare agents who is willing to take a step back and systematically write the same smart things and to use it again that you are already talking about with customers in conversation – time and again with Polish and Purpose – you are miles for the game.
And the best part? It doesn’t have to be complicated.
New tools, the same problem: why AI still cannot solve your real estate content strategy
It is not to be denied that AI is a useful tool that hugs people. It is displayed in inboxes, blog posts, captions and just about every list description that sounds like it was written by a moderately useful alien.
Agents everywhere turn it as a shortcut. A magical magic. A way to eliminate content without really having to think about it. Type A -Prompt, Press Sending and Boom – You have a message. Or a blog. Or ten weeks of e -mail copy. No brainstorming, no rewriting, not worry if it sounds like you. Simply … ready.
And certainly, some agents all go on that strategy. Just like others years ago, with SEO content with keywords. You remember that:
“If you buy a house in Tampa? When buying a house in Tampa, it is important to consider the buying process of Tampa Home. Tampa buyers who buy houses in Tampa must know the Tampa market.”
(Useful, right?)
What you end is content that exists technically, but does not connect. It is not written with real people in mind. It reflects your voice, your experience or the actual questions that your customers ask you day after day.
It is written to complete a task and to satisfy a agent sufficiently to have the feeling that they can check it from their task list.
Ai may sound intuitive and adapted, but without your direction it rarely delivers something useful. It cannot anticipate the concerns of a customer at the moment. It cannot read, turn or emphasize the room what is the most important. And it absolutely can’t make someone laugh, which is the secret weapon in content marketing.
So yes, AI can be a tool. But it’s just the newest tool … it’s still up to you to make it really useful.
And that is where the shiny object tends to lose its shine. Most agents think that AI will not only make an incredible copy for them, they also think it will intuitively know everything it should write about!
How you can build your own content library (yes, you can)
You do not have to be a full -time marketer or copywriter to make content that actually works. You just need a plan that builds over time and you leave a ready-to-go content library that you can get out of when the time requires it.
Here is a simple do -the -self -system that you can use:
Step 1: Make an ongoing list of universal topics
Think about the questions, worries and situations that always come with buyers and sellers. Things like:
- What if the assessment is low?
- Do I have to buy or wait now?
- What should I know before I sell pets or children at home?
In the beginning it will feel discouraging-as or there is a never-ending list with content that you have to make. But over time you will start seeing that you are dealing with the bases for many topics that are constantly discussed with different types of customers.
Pay attention to the things where you notice that you discuss with customers and prospects while you are on appointments or by telephone. If a great idea strikes, you don’t drop everything. Just note it and add it to your list.
Step 2: Set time aside and write about one of the topics every week.
One of the reasons why it is so discouraging is that in the beginning it seems almost a bit meaningless if you have very little content. Like what kind of good will this one piece do me? So agents tend to feel overwhelmed and wish they could just break their fingers and have written a lot of content, or as if they should put everything aside and pay tons of time and attention in one.
Don’t do that. Unless you are a frustrated novelist who is trapped in the body of an agent, the last thing you want is suddenly writing full -time.
Start small. Don’t think about it. Just choose one topic – ideal something universal that you will use again and again – and write something useful for a buyer, seller or homeowner.
The key is to just write as if you are talking to a real person. (Bonus points if you introduce a previous customer and write to them.)
Step 3: Use multiple contents formats
One subject = different pieces of content. For example:
- A meme to keep it short and funny and just show someone who understands you how they think or feel.
- A quick tip or facts that you can use as a social post or meme.
- An e -mail that sounds personal and conversation and tackles something universal, so that you can send it to everyone at any time and it sounds like you just wrote it to them.
- A blog or article that is intended for a wider audience, and when shared with a specific customer in the future, will improve your authority and credibility that has already tackled a subject that influences them.
- If you really want to roll up your sleeves, write a manual or e-book for the entire purchase or sales process!
Again, is not overwhelmed or biting more than you can chew. Just use the time you set aside every week to make a form of content that you can use again and again.
Pro -tip: If you have to choose … you may want to stay with items or E -mail templates. That is the best way to dig into recurring themes and topics that people want information year after year.
Step 4: Share it when you’re done … and don’t worry if it’s flopping
If you spend the time writing something, you might as well share it with your audience! So share it on social media, send it to your E -Maille list, press it and hang it on your fridge if you want!
But don’t get upset if no one pays attention to it or gives you likes, comments or feedback …
People are busy and flooded with content day in day out and are tired of interaction. Or maybe your audience is not ready yet. Maybe they didn’t even see it.
That doesn’t mean it’s not good.
Serve it away.
It is now part of your library – and that message, e -mail or guide will be exactly what someone wants and at some point to read.
It doesn’t have to make an impression in one go on tons of people … It must be ready and wait to influence one person at the right time.
Step 5: Share it with the right people at the right time!
This is what it’s all about. Content marketing well done, is not just about creating an endless stream of new content that your audience will read and remember over time. It is up to you to share with someone if it will actually resonate with them.
Every buyer, seller, tenant and homeowner goes through the process in his own way. But they all share the same universal questions and worries.
So although you can certainly set up a funnel of content to be dripped and to serve your prospects and customers …
… if you want to take it to the next level not Just put it in and forget! Connectingly, think of your content library and look for possibilities to share a specific piece of content with your prospect.
Or … let a search do the heavy lifting
Yes, it takes time to build your own library all over again – but it is definitely worth it.
Still, if you prefer to skip the “empty page” section and start with a deep source of ready-made content (all designed to sound like You She wrote), our membership of Inner Circle may be exactly what you need if you do not have time, patience or writing chops to completely rebuild a content library.
You have access to thousands of ready-made pieces of memes, articles, e-mail templates and more than 20 different hand guides that you can see with a click on the button.
Instead of spending your time writing content every day or week, you only spend a few minutes using our search tool to find the perfect piece to send to a customer or prospect – something that speaks directly to what they go through … or what they didn’t even realize that they had to know!
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