Real estate agents are always looking for new ways to generate leads, but they’re also usually looking for a quick way to generate high-quality leads; if only it was that easy.
A better way to build quality leads is by positioning yourself as an authority to your audience through education, and that can be a lot of work to accomplish as part of your lead generation strategy.
Usually, it helps you get better results because you build trust with your audience; this is especially true for the leads you get that don’t want to transact right now (but potentially will in the future).
Not everyone will want to transact at this very moment, but they likely will someday. A big part of what you should be doing in your real estate marketing is making sure that when they’re ready, they think of you, your brand, and your business.
You want them to remember that you helped educate them around a question that they had because if you answered it, you’ve built some trust, even if they’ve never heard of you prior to that.
I have a theory: When it comes to digital marketing, usually whatever is the most work is usually most worth doing.
When it comes down to it, building a lead-generation strategy through education can be a lot of work, but it’s worth it as part of your overall strategy because it works in the background.
You can pay a company a bunch of money to generate leads for you, but those are most likely just going to be email addresses of someone that has a very low level of interest in you and your brand.
They won’t be the high-quality leads that love and trust your brand that you’ll want to get.
That’s where an educational lead generation strategy can set you apart. So how does it work? There’s a number of ways you can educate your audience to position yourself as an authority:
Build Your Content Strategy
A lot of agents have a blog strategy, but few really think about what they’re writing and who they’re writing it for; most write content for themselves.
Of course, the most important part of your ongoing content strategy is ensuring you’re writing content that your audience actually wants to read and finds valuable.
So what should you write about? You should build your content strategy around educating people about what they want answers to.
By determining your target audience, and understanding what they’re interested in and what they’re searching for, you can build educational content that answers their questions.
Let’s say, for example, your target audience is primarily investors, it’s highly likely that these investors will want to know about the best opportunities as to where to invest next.
An educational content piece, perhaps even written monthly, that outlines opportunities of areas or specific properties that are great for investment can help draw them in. Even better, it shows them that you know what you’re talking about when it comes to investments.
Don’t forget, though, that this shouldn’t simply be governed by your preferences. If you’re going to write something, it should be backed up by search trends and SEO research. Just because you or your two clients think it’s interesting, does not mean it will appeal to potential leads.
If investors are reading your content consistently, you’re providing them value through education. During that process, there’s a good chance that you’ll build brand equity with them and that they’ll reach out to you about one of those opportunities (or about investing in general).
Build Your Email Newsletter Strategy
Getting people to actually subscribe to your newsletter is one thing, but if you’ve built a solid, educational-based content strategy that brings them to your website, and they like what they see, getting them to sign up is a lot easier.
Remember, a big part of writing content is to inform and educate, so if you do something like build a bi-weekly educational email newsletter, theThe ideare’s a good chance they’ll actually see value.
Let’s say, for example, your target audience is first-time homebuyers; it’s highly likely that they will have a lot of questions about buying their first home. Through an email newsletter strategy, you can build a drip campaign over two weeks that answers those questions for them.
For example: Are you a first-time homebuyer? Sign up here to get my eBook for everything you need to know about buying your first home. Delivered in easy to digest pieces, you’ll get a series of emails over a two-week period that helps you make an informed decision.
The idea behind a newsletter strategy based on education is that you already have your audience’s attention, now you need to provide them value. You simply can’t ask for their business, you need to give them a reason not only to work with you but to transact in the first place.
While this might be more of a slow burn when you build in the necessity to transact you build in the necessity and brand equity to work with you or your team. You no longer need to convince a client of the right decision, because you already have through your marketing.
The Value of Content and Design
Our aforementioned points center mainly around the benefits of content, but we can’t forget about the importance of design in this equation.
The fact remains: if your website, blogs, or newsletter don’t look good, they won’t solicit the same kind of trust that your content needs to build real, long-lasting brand equity.
Design is imperative because it helps frame, position, and bolster your content. It makes it more readable, more engaging, and it also has the potential to bake in the CTAs that you require.
Take forms, for instance. If your blog isn’t designed with CTAs in mind, how will you be able to package your eBook to a form that can be strategically placed three-quarters of the way through your blog? It won’t exist and you won’t give potential leads a reason to stick around.
When you think about content and design together, you need to think about “stickiness.” This is how well both are able to keep people sticking around, to keep them engaged and to keep them returning. After all, returning users are converting users, and we want them to come back. Always.
Building a Connection With Your Audience
Regardless of who your target audience is, there’s going to be some way to build value by educating them about the things they need to know most.
By doing so, you’re building trust and positioning yourself as a strong authority on the subject, and there’s a greater chance that when they want to transact, they’ll reach out to you.
Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.