What Kind of Content Makes a Realtor Look Good?
Content is the medium of online real estate. Without content, no one gets found, gets their message across nor is respected and trusted by buyers or sellers. Content needs to make you look great.
It’s not a vanity thing though. Looking great means they think you’re the only Realtor they’ll ever want.
To create a client, you have to make an impact on sellers. There’s a lot they’re looking for in the Realtor for them and you’ll want to craft your personal brand along with your content to reflect the characteristics they’re wanting.
Justin Havre, an agent in Calgary, Alberta understands the power of media and creates an extra dimension for his brand image. This kind of boldness and confidence needs to be your standard too.
It’s a Personal Thing – Create the Selling Experience Sellers Hope For
Because choosing a Realtor is a personal thing. It really is more than credentials, looks, commissions, open houses, and transactions because you’re going to be a key part of this big event in their lives. It’s personal, emotional, and relates to their self-esteem. Boosting their self-esteem and mood are a big part of the content purpose. And if your content presents you as someone who really belongs in the picture, then you’re on your way to capturing a new client.
So with all this stuff dancing in their heads as they find your website, what is does this great content experience look like?
Knowing Your Prospective Clients Deeply
It all starts with a study of your ideal and likely client. The more you know about them the better. It’s important to do a flow chart of their lifestyles, life phases, personalities, current situations, and the life they dream about.
The profile can help you be more focused in your website content and messages and then in how you greet them and converse.
On a practical and general level, there are some types of content that buyers and sellers find appealing and engaging. We can discuss that next. It’s important to remember that when you provide this info/experience, that it’s presented in a branded way — to make them feel your unique, pleasant presence and guidance as they read or view on your site.
That’s why the standard material supplied by your major brokerage with listings, posted on every Realtor website is so ineffective. It’s not personalized first of all. And it doesn’t sell you. Only a person can provide that warmth, significance, and confidence.
Let’s review first, all the general types of content they typically enjoy, then afterward, discuss the unique content strategy that can make you the only Realtor for them.
1. Educational Guides and How-To Articles
For Buyers: Home-buying checklists, guides on navigating mortgage options, first-time buyer tips, and neighborhood comparisons.
For Sellers: Step-by-step selling guides, staging tips, and advice on pricing strategies. Sellers also value content about what improvements add value to a property.
Appeal: Buyers and sellers appreciate content that demystifies the complex processes, making them feel more confident and informed.
2. Market Updates and Local Insights
Monthly or quarterly market updates provide a sense of whether it’s a buyer’s or seller’s market, current mortgage rates, and emerging trends in local real estate.
Neighborhood spotlights showcase lifestyle benefits, schools, community events, and amenities that appeal to both buyers and sellers.
Appeal: Buyers gain a sense of whether now is a good time to buy, while sellers feel informed on pricing and competition.
3. Videos with “Behind the Scenes” Content
Behind-the-scenes videos with you at a client’s home with the client, or at your office that gives them a gentle, friendly introduction to you, showing what your workday looks like, or insight into the showing and staging processes, can humanize the brand and let them get to know you.
Appeal: Buyers and sellers are drawn to realtors they feel they “know,” and this content builds rapport and trust.
4. Timely, topical blogs that bring together an Impactful/Engaging Experience
Your blogs are a mix of topics, events, people, stories, images, ideas and values to make them feel working with you will be fun and effective.
Appeal: Buyers and sellers want pre-experience a real estate experience with you and get comfortable about committing to contacting you.
5. Virtual Tours and Video Walkthroughs
Virtual tours, 3D walkthroughs, and drone footage of properties offer immersive experiences, allowing buyers to explore a home remotely.
Appeal: Buyers love the convenience and ability to visualize properties, bring emotions into play and helping them picture themselves in the home. Sellers appreciate that these visuals increase exposure to serious buyers.
6. Home Renovation and Staging Tips
Content covering simple renovation ideas, staging advice, and budget-friendly upgrades helps sellers make their homes more appealing.
Appeal: This type of content allows sellers to see how small investments can lead to higher offers, while buyers appreciate ideas on personalizing a home.
7. Financing and Budgeting Tips
Tips on budgeting, mortgage options, saving for a down payment, and home affordability calculators help buyers understand what they can afford.
Appeal: This type of content makes buyers feel financially prepared and demystifies complex financial processes.
8. Success Stories and Testimonials
Case studies or testimonials showing real clients who bought or sold homes successfully provide social proof and build trust.
Appeal: Buyers and sellers are drawn to authentic stories that show positive outcomes, increasing their confidence in the realtor’s abilities.
9. Step-by-Step Moving and Transition Guides
Moving checklists, timelines, and advice on settling into a new home or preparing to sell one help streamline the moving process.
Appeal: Both buyers and sellers appreciate tips that reduce the stress of moving and simplify planning.
10. Interactive Tools and Calculators
Mortgage calculators, budget estimators, or property evaluation tools to help them gauge the numbers of buying or selling or renting their home can be very engaging.
Appeal: These tools are practical and give buyers and sellers a quick way to make decisions based on personalized calculations.
11. Home Design and Decor Inspiration
Content about interior design trends, color schemes, and popular decor styles appeals to both buyers and sellers.
Appeal: Buyers enjoy envisioning potential design ideas, while sellers see ways to make their homes more attractive for showings.
12. FAQ and Q&A Sessions with a Realtor
Content that answers common questions about the buying or selling process, inspections, closing, and timelines is invaluable.
Appeal: Buyers and sellers find this content helpful, and it can be easily repurposed in blog posts, videos, or social media Q&A sessions.
13. Neighborhood Comparisons and Lifestyle Content
Content comparing neighborhoods in terms of lifestyle, schools, cost of living, and commuting times can be very useful.
Appeal: Buyers especially love this content because it helps them weigh their options and envision what it’s like to live in different areas.
14. Email Newsletters with Market Updates and Tips
Regular newsletters (posted on your website too) containing a unique mix of helpful market insights, new listings, and local events keep both buyers and sellers engaged.
Appeal: A well-timed newsletter can remind potential clients of your expertise, making it more likely they’ll reach out when ready.
Making You Look Essential and Great!
Now we have your catalog of potential best content ideas that make you look excellent to prospects. We can begin the really creative process of selecting and weaving together specific key pieces that create their customer journey and path to fulfillment. From Google listings to your About page to colorful, timely blogs that involve you and pique their spirit, to your key marketing page that supports their reason for contacting you and makes the next step clear.
The homepage, about me page, listing pages, blogs, videos, and community guides are going to be most effective in generating positive emotions.
Your blog will generate most of your traffic and leads, thus posts need to be designed to make impact, engage them emotionally, and move them further toward contacting you.
8 Great Types of Content Your Visitors Will Love
- relevance to your sellers and significance to their purpose of selling their home
- impact that increases their intent to sell their home
- tone of voice and style that suits how they communicate
- client stories that help weave together how valuable you are to sellers
- professionally produced high-quality photos of properties
- professionally produced videos introducing you where you speak in a friendly, helpful tone
- a well-laid-out MLS listing page with good-sized photos they can view
- a well-designed website that reflects your good taste and creates a pleasant viewing experience
- data and commentary on the local housing market that makes them feel empowered to follow their dream
You can read more about content strategy,
Contact Gord at 416 998 6246 about working with you this year. This is an affordable way to get an innovative, digital marketer to make all marketing channels produce traffic, leads and make the strongest lasting impact on visitors.
