The Best Content Categories for Real Estate Social Media

Bill Gates famously said, “Content is King.” As the world evolves from analog ways of doing business to digital ones, the importance of content is only growing. As a real estate agent, using content to differentiate yourself and stand out as a subject matter expert can help boost your credibility and brand equity. However, most real estate agents falter at the next step, which is implementing an effective content strategy. They either post too little or post content that does not move the needle for their brand. To avoid this pitfall, you will need to publish content that is memorable, high quality and focused on turning casual readers into committed fans. To help you nail this, here are four types of content you must focus on creating.

Educational Content

You’ve been a realtor for years now and you know the industry like the back of your hand. The thing is, the public does not. Most people will only buy or sell a home a handful of times in their life, so most of the intricate details of the industry are lost on them. To help them navigate these waters, share your insider knowledge through educational content. Pen articles that guide your readers through the various processes involved when either buying or selling a home. “5 ways to maximize your home value, 7 things new home buyers must know,” are examples of content you can create to showcase your expertise in the real estate industry.

Timely Market-related Info

Besides “evergreen” content, you should also focus on creating timely market-related information, which talks about anything currently happening either in the local real estate market or the national real estate industry. Remember that anyone interested in buying or selling a home will want to know as much as possible about the current housing market conditions before jumping in. If you can show them you are in the know of what is happening in the market, you give them the confidence of working with you. You can either publish this content on your website or publish it via a newsletter that you send out to your email subscribers.

Branded Content

You’ve probably heard this one before, “All real estate agents are the same.” We both know this is not true, but the public doesn’t. To help differentiate yourself from the pack, you need to create and promote branded content, which explicitly showcases your brand. One thing to note here is that slapping on a logo on a social media update does not amount to high-quality branded content. Instead, work on promoting Brand You. That is, showcase your values, your unique value proposition, and what makes your brand stand out. These are things that go beyond your logo and help people to connect with your brand at a deeper, more emotional level.

Direct Response Content

Now that you are creating content and you have become an authority in your area, it is time to work on turning that content into leads, which requires the creation of a special class of content called direct response content. The best content for this is content that people value highly and are willing to give you their contacts in exchange for. Such content can either be freshly created content or content that has performed unusually well in the past that you opt to repurpose. Reports, white papers, exclusive interviews, and others are types of content that fit this category. Typically, you will want readers to give you their email address in exchange for access to this type of content.