Tired of your content efforts falling flat? Discover why going viral is a “bull’s errand” and how consistent, strategic content on the right platforms can transform your business. Matt Tompkins, CEO of Two Brothers Creative, reveals the truth about what really works in online marketing for real estate.
The Reality of Going Viral
First off, let’s address a major misconception: going viral is often a fool’s errand. It’s like hoping to get discovered in Hollywood—unpredictable and not a reliable strategy for success in the real estate industry. Instead of chasing fleeting fame, I’ve learned that the focus should be on creating consistent, high-quality content that attracts qualified leads.
Why Consistency Matters
Matt emphasized the importance of consistency in content creation. It’s not just about posting one fantastic video and hoping for engagement. Real estate agents need to develop a content strategy. This includes understanding who your audience is, what questions they have, and how your expertise can provide answers.
- Define Your Goals: What do you want to achieve? Is it generating leads? Building your brand?
- Identify Your Audience: Who are you trying to reach? Tailor your content to address their specific needs and questions.
Quality Over Quantity
One of the biggest pitfalls is creating content for the sake of it. Matt pointed out that metrics like views can be misleading. You might see a viral video with a million views, but how many of those views translated into actual clients or sales? Instead, focus on quality leads that can convert into business.
Crafting Your Content Strategy
So, how do we create a successful content strategy? Here are some actionable steps inspired by Matt’s insights:
- Start with Your Unique Story: Your story sets you apart from other real estate agents. Consider what makes you unique in your market. This could be your experience, your approach to customer service, or your local knowledge.
- Answer Common Questions: Use tools like ChatGPT to identify the top questions potential clients are asking. For example, you could ask, “What are the best neighborhoods in [Your City]?” or “How do I prepare my home for sale?” Create content that answers these queries, positioning yourself as a knowledgeable resource.
- Leverage Multiple Platforms: Don’t limit yourself to one platform. While Instagram and Facebook are popular, consider YouTube and Pinterest as effective tools for real estate marketing. YouTube, in particular, is an excellent platform for long-form content and has massive SEO benefits. Remember, your potential clients are searching for information on these platforms.
- Be Authentic and Relatable: Matt reminded us that people connect with authenticity. Don’t be afraid to show your personality in your videos. This will help build trust with your audience, making them more likely to choose you when they’re ready to buy or sell a home.
- Create a Content Calendar: Plan your content in advance. This helps you stay consistent and ensures you’re addressing a variety of topics over time. Aim for a mix of educational content, local real estate market trends, and personal insights.
Tools and Resources
If you’re feeling overwhelmed by the idea of creating content, there are tools available to help:
- AI Tools: Use AI like ChatGPT for brainstorming ideas or generating scripts.
- Video Editing Software: Programs like Opus.ai can help edit your videos quickly.
- Content Creation Services: Consider services like the Real Estate Marketing Box for additional support.
In conclusion, the real secret to success in the real estate market isn’t about going viral; it’s about building meaningful relationships through consistent, high-quality content. As Matt said, it’s about finding your niche and connecting with your audience authentically.
Let’s ditch the idea of viral fame and focus on what really matters: generating leads and building a sustainable business in the real estate industry. Remember, those who are consistent and strategic will always come out on top.
