When Real Estate Content Marketing Isn’t Your Priority

The truth is real estate blogging and social media management is hard.

As a service provider, I know why real estate professionals outsource content marketing to qualified copywriters like me. As a full-time human, life has demands: my toddler, my husband, the laundry mountain, dinner, the toddler (again), the bill collectors, my clients.

Each day I prioritize tasks and choices. Sometimes you’ll see I don’t publish content as regularly as I’d like. Most often, it’s because I’ve prioritized writing quality marketing materials for my real estate clients over writing the Power 10 Social blog.

Real estate professionals, you make similar choices. If you have to choose between writing a blog and discussing a client’s concern over some leasing terms…well, the choice is clear. Client first. It’s something we share in common.

While finding research on how much money real estate agents spend on marketing is pretty easy to find, how much time real estate agents spend is a bit tougher. Of course, time spent varies. Maybe your brokerage handles many of the tasks. Maybe you’re using an automated solution.

In commercial real estate, Buildout and theBrokerList publish an awesome annual report called the DNA of #CRE. Part of the survey covers marketing. Their 2017 survey found 80 percent of brokers at large firms have marketing support, but at small firms, 53 percent of brokers lack help. Brokerages of all sizes identified maximizing exposure of their greatest challenge.

I imagine some of these marketing struggles are shared with residential brokerages.

Content marketing is where you need help. Outsourcing real estate content marketing can be more affordable than you think and it will help you prioritize your clients without sacrificing the brand awareness building afforded by blogging and social media management.


Need help real estate blogging and managing your social media? Check out Power10Social.

Statistics on What Blogging Can Do For Your Real Estate Business

Debating the blog? Whether you’re considering starting one or ready to throw in the towel, you need to understand why your real estate marketing team talks up blogging as a content marketing strategy. These statistics tell the story behind blogging’s allure for real estate agents or real estate service providers.

  1. “Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month.” HubSpot

Translation: The more you blog, the more traffic you receive. Before you rush off to write 16 blogs a months, think for a moment. Sixteen blogs translates to four times a week. Do you have enough time and enough quality content to write four blogs a week? How about five blogs? This is why some real estate agents quit blogging: the workload. When in doubt, quality will always trump quantity. One blog a week is better than no blogs at all.

1) “Businesses who blogged just 16 to 20 times per month got 3 times more leads than those who didn’t blog.” HubSpot

Translation: Blogging helps generate traffic, and traffic means leads. Turn choice blogs into landing pages that convert visitors into email subscribers or potential clients.

2) Businesses with over 200 total blog articles got 4.6 times more traffic than those with under 20 blog posts. HubSpot

Translation: While page count may not rank influence search engine optimization as much as it once did, it’s clear it still plays some role in ranking. Regularly updated blogs show your page is active. Additionally, the more content you have, the more search terms organically appear connected to your page. Logically, the more pages you have, the higher you will likely rank.

3) “Businesses websites with 401 to 1,000 web pages have 9 times more traffic than those with 51 to 100.”

Translation: See the notes from above. Logically, the more pages you have, the more traffic organically generate.

4) 70% of home buyers prefer to get to know a real estate agency through online content over paid advertistements. Blue Corona

Translation: Your website is how buyers get to know you. A blog can be a critical component in landing a client. They’ll see your expertise, find valuable information, and begin to trust your brand.

5) Adding a blog to your site will increase your chances of ranking on search engines by 434% Hubspot

Translation: Why does a blog increase your SEO? The big three reasons: They’re loaded with keywords. You promote blogs through your owned marketing channels, drawing in traffic. It shows your webpage is active through regular updates.

6) 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016) Hubspot

Translation: View blogging as a long-term strategy. You may receive a short-term bump when you first post a blog and share across networks. Your biggest organic gains will be over time.

7) B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. Hubspot

Translation: Blogging 2-3 times a week generates more leads than once a week. If you’re considering increasing your posting frequency, this is helpful information. You may not have to jump from once a week to once a day to see results.

8) The average word count of the highest-ranking content in Google is between 1,140 – 1,285 words. Search Metrics

Translation: Consider a different strategy for your blog. Instead of short form 500-750 posts, go deeper into a topic. You’ll have more material to post, more information for spiders to index, and more evergreen content.

9) After 21-54 blogs, businesses see a traffic increase to their blogs by up to 30%. Traffic Generation Cafe

Translation: Don’t quit! Stick with the blogging program. If you blog once a week, this means it could take up to a year to see an increase in blog traffic. Again: blogging is a long-term strategy!

10) 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. Source

Translation: A blog can develop a relationship with your potential clients without ever sending an email, text, or phone call. Use a blog to differentiate your services from the other real estate agents in the area.

After reading these key statistics on blogging, if you still want to try a different content strategy, that’s fine. Make an informed decision based on how you run your business, the time involved, and your use of social media. A blog is one small part of a greater content marketing strategy.

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Want to see some more interesting content marketing statistics? Check out this infographic from Top 10 Website Hosting.

Personal or Business Instagram? What’s a Real Estate Agent to Do?

Instagram makes sense for a visual-driven industry like real estate. According to Sprout Social, around 71 percent of US businesses are using Instagram. Its astonishing growth rate means it has surpassed Twitter for marketing purposes, and leaves late adopters wondering what to do. Recently, a real estate agent asked if they should make a business Instagram or keep their personal Instagram. The answer boils down your intentions for the platform.

Benefits of Personal Instagram for Real Estate

Instagram is really an image-forward extension of Facebook. A personal Instagram page that shares quality material organically reaches others searching for similar content using hashtags. As a real estate agent, youInstagram Icon are your brand. Naturally, a personal Instagram is an extension of your brand. After all, a client isn’t just buying real estate, they’re buying you: your work ethic, experience, advice, etc. It makes sense to have a personal account that post images as you go about your day. 

Benefits of Business Instagram for Real Estate

What a personal Instagram account lacks is more detail, advertising, and metrics. An Instagram business profile allows for your brand to promote posts and see the analytics on your followers and posts. You’ll learn which content works and what isn’t engaging followers. Savvy social media marketers can use this data to build profiles of clients.

You’ll be able to link your website, create a professional-looking profile, and sync with your Facebook page. A business profile allows you to link your website to an Instagram story, a valuable feature when three-quarters of users take an action after seeing a post.

Drawbacks to a Personal Instagram

To summarize the differences, let’s consider the negatives of using a personal account for real estate marketing. Individuals don’t have access to analytics or advertising. That means no paid boosting listing posts on a personal Instagram. There’s no ‘contact’ button with Stories or on your page, meaning those newly discovered users don’t have an easy way to reach you. Finally, remember it’s a personal account. If you plan to exclusively use Instagram for real estate, great! If you’re mixing business with pleasure, curate carefully or create a different user account for family and friends photos.

Drawbacks to a Business Instagram

A business account requires a Facebook business page. This means you won’t be able to link your business Instagram to multiple Facebook profiles. No sharing between personal followers and business followers! You’ll additionally no longer be able to make posts private. You will be able to share posts directly from Instagram to your Facebook business page, but not your personal page or other owned pages.

Still confused about which option suits your real estate brand the best? Check out this handy Instagram account infographic that will determine which profile type will serve your needs.


Need help with your real estate social media marketing? Let’s chat!

ICYMI: 4 Must-Read Real Estate Stories of the Week September 3-8

New to Power10Social, our “In Case You Missed It Series,” will recap the most important real estate content published on the Internet this week. Published Saturdays, our hope is these stories will keep you informed and inspire you content for the upcoming week.

Without further ado, here’s our first picks:

1) VR and AR Ready to Go Mainstream?

You’d have to be hiding under a skyscraper to not be aware of advances to virtual reality. Businesses using AR and VR technologies say it’s exceeding expectations 82 percent of the time. The technology has a tremendous use case for the real estate industry, as we see in the numerous startups offering VR/AR solutions for marketing, planning, and maintenance. Read more: VR and AR Will Go Mainstream in 3 years.

2) Big Boxes Enter the E-Grocery Game.

Grocery storeHave you seen the commercials yet? We have, and it’s about time. Walmart and Target are entering the realm of e-grocery pickup. “Walmart expects its grocery delivery service to have the capacity to reach 40 percent of the U.S. population by the end of the year, while Target offers pick-up service at more than 800 stores,” writes CoStar’s Rob Smith. Read the full story.

3) Commercial Real Estate Activity is Slowing Down

Markets go up, markets go down. Right now, National Real Estate Investor’s experts are reporting CRE prices are flatlining. Multiple factors play a role, like the federal reserve’s interest rate hikes, cooling property prices, and changing demands. Of course, certain sub-niches continue performing well thanks to demand.  The full article’s research is well worth the read at NREI.

4) Industrial to Become Less Profitable?

Industrial real estate

Nationally, industrial real estate has been on a bull run for some time. Investors have been attracted to its potential for big returns. That could be changing, according to, “Industrial Cap Rates Will Continue to Compress, Brokerage Firms Predict.” The competition for industrial properties is resulting in more large-scale transactions. Even with the rent growth, the cap rate hit a new record low of 7.0 percent.

Why You Need a Social Brand

Want to present a professional image to the world? Define your social brand. Creating your branding guidelines is part of designing a comprehensive content marketing strategy. Without a clear social brand, you present a mismatched face to the world.

What is a social brand?

Social brand means your present a unified approach to social marketing in terms of images and written voice. Every Instagram post and Twitter announcement sounds like your brand.

What will a social brand do for you?

  1. Provide a focused approach to social media. Simply put, guidelines inform what’s okay for the brand. I find in many ways, this simplifies the scope of the work by eliminating visual or textual clutter. For writing, it lays the foundation for what the style will be. Casual blogs versus thought leader have small differences in tone and posting styles.
  2. Recognizable marketing across platforms. Few users stick to one social media platform. While they may prioritize one or two, occasionally they’ll check in something else. When they do, your content should clearly represent your brand. There’s no question this image or white paper is from you.
  3. Sync into a greater marketing program. As previously mentioned, the social branding is part of the larger marketing program. It provides total cohesion with print and digital marketing, your website, and any other materials.

Things to consider

 

  1. Your profile images

 

These images need to sync across social platforms, but each network has different sizing requirements. For instance, Facebook’s image is a itty-bitty 170 px x 170 px while YouTube can size up to 800 px x 800 px. GoDaddy has this handy profile sizing cheat sheet updated in 2018.

Find a unified way to use your logo and brand colors in the profile and header imagery. Real estate agents with a photo of their city or a home might want to experiment with filters that can make those images more customizable and still be within brand guidelines.

  1. Your profile text

Once again, each social media platform varies with the number of characters allowed in their profile. Craft a short tagline and a longer bio. Align these biographies with the overarching marketing strategy. If you’re claiming to be the snarky, honest real estate pro, show it off in these bios!

  1. Your voice

Every social platform should ooze your voice. It’s essential for posts, responses, and blog content to all read like you wrote it. Make this section of your social branding guideline specific. Include do’s and don’ts with clear examples. Like:

DO: Use punctuation to show excitement

DON’T: Wrt lke a tngr txtng hr boo!!!!!!!

Don’t skip this essential step in drafting your overall content marketing strategy. A Pardot study found 80 percent of consumer are more likely to evaluate solutions from the brands they follow on social media. A clear social brand helps customers identify you no matter where they contact you. It’s much more than just logos, but tone and style.


Looking for a savvy real estate content writer? Let’s chat!

Finding the Right Real Estate Writer

Your blog is your brand. How could you turn it over to someone else? How your real estate blog possibly be as good as without you writing your ideas?

As someone who’s worked with macro and micro-managers, I can attest: you can outsource your real estate blog. The key is finding the right real estate writer to work with you. The right person might produce content good as you, if not better. Why?

Real estate copywriters are:

  • Knowledgeable about the industry
  • Focus just on delivering quality content for you
  • Deliver content on time and consistently
  • Help generate new ideas

Tips for Finding the Best Real Estate Writer

The challenge is hiring the perfect fit for your blog and your management style. Before starting your copywriter or blogger hunt, consider drafting a profile of the ideal candidate. The perfect writer varies person to person. Characteristics to consider:

  • A writer knowledgeable in your area. Think residential, commercial, or the local market.
  • Someone with excellent research skills as they’ll be drafting data-backed and informative blogs.
  • A writer who can craft an amazing blog from just a few notes or a working title and link.
  • A blogger who adapts the content to your tone and audience.
  • A marketing-style writer who can sell through their copy.

In addition to thinking about the writer, come up with a game plan for your relationship. This will be based on your personality style. Hands-off bosses might want a writer to just go with it. Hands-on editors want more detail provided during the idea phase and more discussions over multiple revisions.

Ask yourself, “How much time will I have to support the writer?” In the beginning, naturally more contact is required to discuss the process and the work. After the relationship is established, how often to you expect to work with the copywriter? Daily, weekly, monthly, as needed?

Additional Real Estate Blogger Tips

If your real estate niche is extremely specific, say medical commercial real estate or real estate investing abroad, you might want a subject matter expert. That would save time training the writer in your industry content.

A final piece of advice: don’t be afraid to take a chance on someone. Many writers work remotely and have never visited your local market. That doesn’t mean with the right guidance they couldn’t craft compelling copy. The wealth of online information makes it easy to learn about neighborhoods, markets, and metropolitan areas. If you don’t want a full commitment right away, hire them for a test blog and see how it goes.

When you’re ready to find a winning real estate writer, numerous job panels and boards exist. Each has its disadvantages, as we’ll discuss in the future.


We’re taking on new clients! Let’s chat about your real estate blog and social media.