If you were a real estate agent in 2020, you know how difficult it was to attract new customers and build relationships at the height of the COVID-19 pandemic. 

And it was likely especially difficult if you had little-to-no digital presence.

This is why marketing content is so important as a real estate agent. It allows you to create and build relationships when in-person conversations aren’t possible. After all, when people are ready to buy or sell their house, you want to be the first agent who comes to mind.

Having a solid digital presence can help you achieve that goal. And to have that, you need quality marketing content. Here are a few tips to consider when creating it.

1. Draw from your personal experiences

When creating educational marketing content, I often tell my clients the same thing: Your personal experiences are the best thing you can bring to your marketing content. Because they’re yours. This gives your stories a unique quality that can add value to your audience.

As a real estate agent, you likely have a lot of insight for potential home buyers and home sellers. So, don’t be afraid to put some of your knowledge into a post. 

2. Emphasize that you’re local

Your web content should reflect the areas you serve. You can do this by mentioning keywords for the local market, including the state(s), cities, and towns where you conduct business. I also recommend including your address at the bottom of your website. 

Doing these things will help search engines find you when people are looking for real estate services in your area.

3. Understand your audience

As a real estate agent, it can be tempting to say that anyone who is buying or selling a home is part of your audience. But that’s never the case.

You have to get more specific if you ever want to make an impact on those you are trying to reach.

Understand the type of client you want to serve: What is the problem they are trying to solve? What are their goals? What’s preventing them from achieving these goals? Where do they live?

For instance, if you’re working with home buyers in the Raleigh, NC area, you need to understand the pros and cons of the real estate market there. This can help you solve their problem (finding a home to buy). Yes, local keywords are one way you can target residents of a particular area, but understanding your audience is more than that.

It’s about explaining that you know the problem your specific audience is trying to solve and showing them how you can help them solve it.

4. Have an FAQ page

Consider having an FAQ page on your site. This can help your audience know you are aware of the questions they are trying to answer, which makes you sound like someone who understands the problem they are trying to solve.

And by providing high-quality, relevant answers, you’re more likely to attract new leads and entice potential customers. 

An FAQ page can also be a good way to include valuable keywords related to the home buying and home selling process, as well as those local keywords I mentioned earlier. Including these can increase your chances of ranking higher in search engines.

Key takeaway: Creating content that adds value to your specific audience shows them you can meet their real estate needs.

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