In real estate, mastering online content can be a game-changer – when executed correctly
At this year’s AREC conference, New York-based business influencer Matt Gray shared his expertise on why real estate agencies need to excel in their content strategy. Gray, a veteran in generating impactful online content, outlined how a well-crafted content strategy can act as “the salesperson that never sleeps,” providing unparalleled leverage in the digital age.
The Power of Content in Real Estate
Gray emphasized the critical role of online content in today’s market. Having a robust online presence is more important than ever. Most people research a company or individual online before making a purchase decision. Your content remains active, continually working for you even when you’re not directly engaged.
Unlike face-to-face interactions or direct outreach, online content can reach thousands or even millions with just a single click. “Content provides infinite leverage,” Gray noted. However, this potential can quickly turn into a burden if not managed correctly.
One common pitfall is falling into a never-ending cycle of content creation. The relentless pressure to produce new content daily can lead to burnout and fatigue if you don’t have effective systems and processes in place to manage it. It’s essential to establish a structured approach to content production that allows for consistency without overwhelming yourself or your team.
Five Essential Tips for Mastering Your Content Strategy
- Draw Inspiration from Industry Leaders
It can be challenging to come up with fresh content ideas on your own. Gray suggested looking at successful real estate figures who excel in online content. Analyze their top posts on platforms like X, LinkedIn, Instagram, Facebook, or TikTok. “Study their language, formatting, and engagement strategies,” Gray advised. “Leverage their success to inform and inspire your own content creation.”
- Capture Ideas on the Go
Great ideas often emerge when you’re not actively brainstorming. Gray suggested using a notes app on your phone to capture content ideas as they come to you throughout the day. Whether you’re walking, chatting with friends, or showering, make sure to record those spontaneous thoughts and not let valuable ideas slip away.Understanding your audience’s needs is equally crucial. Your customers have specific questions and concerns. Address these in your content by focusing on topics such as market trends, the best time to sell, or top neighborhoods. Use this insight to create content that answers their questions and delivers real value.
- Implement the Content Waterfall Strategy
Gray advocates for the “content waterfall” approach, which centers on creating one high-quality piece of content and repurposing it across various formats. Instead of producing numerous new posts every week, focus on developing a long-form content piece, such as an in-depth X thread or a thorough LinkedIn post. This single piece can then be adapted into multiple formats, including Instagram carousels, TikTok videos, or podcast topics. This strategy ensures you maximize the return on your effort by extending the reach and impact of your original content.
- Schedule Content Creation in Blocks
To alleviate the stress of daily content creation, Gray recommends setting aside dedicated blocks of time specifically for this task. He suggests scheduling a full day every two to three weeks to focus on producing and scheduling content. This approach not only helps manage content creation more efficiently but also ensures a consistent posting schedule without the constant daily pressure. By organizing your content production in advance, you can maintain a steady flow of material while reducing the strain of daily content demands.
- Redirect Your Audience to Owned Channels
Gray also highlighted the significance of directing your audience to platforms that you fully control. Social media platforms are essentially rented spaces. While establishing a strong presence on these platforms is important, it’s even more crucial to guide your audience towards channels you own and can manage independently.
He suggested setting up a consistent monthly email newsletter to capture and engage with your audience. Maintaining an email list allows you to build a direct line of communication with your audience, free from the constraints and algorithm changes of social media platforms.
By directing your audience to your email list, you create a stable, dedicated following that is more likely to convert into loyal clients. This approach not only provides a more reliable way to reach your audience but also helps in nurturing relationships over time, ensuring that you can engage with your leads beyond the often unpredictable reach of social media.
