The following is from an article by Brenna Humphreys for Inman.com:
You can’t open a trade publication these days without seeing an article urging real estate professionals to generate content in order to build their brand and get more business. It makes sense — who buys and sells houses? People. What do people like? To be enlightened, informed and entertained. That’s what great content does.
Coldwell Banker is one of the leaders in this area, and it recently teamed up with MLB.com to take fans inside the homes of their favorite players.
Many real estate professionals ask whether content creation has any real tangible benefits in getting homes sold. Top producers tend to look at the bigger picture. Tim Smith of Smith Group Real Estate says, “High-quality marketing increases the perceived value of the property.” In other words, when you make a video about a house, you’re saying to the world, “This place is worth it.”
“When we show up at a property with a truck and equipment and actors and a tent, it causes curiosity within the neighborhood,” said Raj Qsar, principal and owner of The Boutique Real Estate Group. “It gives us a way to connect with the neighborhood on a hyperlocal level. Then they tell their friends and family about the house, and word gets out. It’s a long-tail plan.” Let’s face it: Nothing makes a seller happier than to see their home being given the star treatment.
“There’s a misconception across the industry as to why people do content marketing,” Qsar said. “Video is not just for the one listing — we make our video evergreen so it can live forever.”
And it sure doesn’t hurt to have an amazing video to show in your next listing presentation, either.
But for many Realtors, the thought of creating content tends to generate more guilt than inspiration. What kind of content should you be making? And how in the world are you expected to write a script or learn to edit video when there aren’t even enough hours in the day to generate leads and get deals done?
Good news: You don’t have to do it yourself…
follow the link to Inman.com to find the rest of this article…