It turns out the 5W’s and the H method from elementary school still is important for real estate content marketing. Who is it marketed to? What are you going to post, when will it go out, where will it appear? How will your audience engage with the content, why should they care? Now work on addressing those questions when you’re busy generating leads, securing listings, and closing sales.
Scheduling time to post every single day at the optimal time isn’t always the most efficient, or practical, way to work. But anyone can find an hour here or there to plan ahead and pre-schedule enough content to keep your online marketing efforts going. That’s where a content calendar comes in handy. Once the template is set up, it’s easy to cut and paste. You’ll feel confident knowing content is there and still have the flexibility to adjust as needed.
How to Set up A Real Estate Content Calendar
Regardless of how you choose to set up a calendar fitting into your system, the basics are the same. Your content calendar should clearly state when the content will be posted by date and time, note the social platform it will appear on and have space for the actual content. From there, you can adjust the formatting and color code to your heart’s desire.
There are different ways to set it up depending on the number of networks you have and what software you will use. Set-up will also vary based on the number of posts you plan to create. A monthly calendar may work better than a weekly calendar.
Google Sheets is an easy way to create a collaborative content calendar. Excel and Spreadsheets work fine, too. You may prefer using an actual Calendar program, like Google Calendar or from Microsoft Publisher. Check out the various examples of content calendars to see different ways to set them up.
Single Platform, by the Month
This one is pretty simple. If you’re only posting on Facebook once a day, this works wonderfully. Each tab represents a different month, with the most current tab first. Columns are for a date, time, a topic (say you want to track a variety of posts, like an area promo, market update, seller tips), the actual post content, and a link.
Multi-Platform, by the Week
If you plan to post to several platforms with varying frequency, consider a weekly format to better track your content. Color-coding is helpful with this method to quickly identify the platform. Certain rows are earmarked with the days of the week. Columns note the date, time, platform, topic, content, and link. This is great for making sure you don’t copy text onto every platform.
Blogging-only Content Calendar
Planning on only using a blog for now? Keep it simple. A single spreadsheet for the entire year can track the date of publication and the topic. A separate tab is great for brainstorming topics and storing good ideas. This example is for a weekly blog, noting the week due, a rotating schedule of post types and topic ideas. If you plan on blogging more frequently, adjust by adding a column for due dates.
How Far in Advance Should You Schedule Content?
This depends on what, when, and where you are posting. For a blogging-only scenario, planning three months ahead is about as far as needed. It provides plenty of room for flexibility. For multiple platforms, think 2-3 weeks in advance. This gives you time to use more recent content. Sometimes I plan 4-5 weeks in advance but highlight open holes where I can fill in great content as I find it. The real estate market is always changing, so sometimes I move content around to keep the best content popping up first.
When using a content calendar for your real estate business, remember it’s about what works for you. One format may work for one individual but completely confuse another. Just keep it clear and concise. Adjust as necessary and set aside some time to review it at least once a month, if not more.
Casey McKenna-Monroe is an avid rowing fan with a passion for content writing. She works with real estate agents to create blogs, ebooks, marketing materials, and more. Contact at firstname.lastname@example.org
Also published on Medium.