Good content introduces you to potential customers, builds brand awareness, and codifies your value, all while prospecting for you 24 hours a day, 365 days a year. Yet one of the biggest problems with agents is coming up with topics to write about. Here are a few to help you target homebuyers.
Kick off the fall with Inman Branding and Marketing Month. We dig deeper into agent branding and spending best practices with Zillow, realtor.com and more. Top marketing executives also come to share their latest tactics. It’s all you need to take your branding and marketing game to the next level.
Jay Thompson is a former brokerage owner who spent over six years working for Zillow Group. He retired in August 2018 but can’t seem to leave the real estate business. His weekly column Inman is published every Wednesday.
“Content is king.”
This has always been the mantra of content creators. Maybe it’s overused, maybe it oversimplifies the often daunting task of content marketing. Nevertheless, “content is king” is a true statement.
Whether your preferred platform for delivering content is a blog, video, social media, or newsletter, you need to consistently deliver quality, relevant content. It is not a simple task. Luckily, the benefits of consistently delivering great content are worth it.
Good content introduces you to potential customers. It boosts brand awareness. It codifies your value. He prospects for you 24 hours a day, 365 days a year. This allows you to grow your audience and your business.
One of the biggest problems agents have with their content marketing is finding topics to write about. It can be intimidating to sit in front of a blank screen, the keyboard practically asking you to type something. It seems there is not much you can do with real estate market statistics. “What am I writing? is almost always the first thing a new blogger, or a grizzled veteran, asks.
Step 1 of creating content is always to identify your audience. Broadly speaking, the real estate agent’s audience is divided into two segments: buyers and sellers. Let’s take these two audiences one at a time. Here are 99 topics you can use to attract and engage real estate buyers.
Information about your city and region
1. Interview local politicians: mayor, city council, planning and zoning board.
2. Restaurant Reviews
3. School council meeting report
4. Minutes of the town council meeting
5. Interview principals and teachers
6. Make a map of local parks and highlight what they offer. With pictures!
seven. Discuss local school activities: sporting events, band performances and competitions, school events
8. Interview the local librarian
9. Local Events Calendar
ten. Lists of garage sales
11. Golf courses accessible by car
12. Discuss local gyms, cross-fit and yoga studios
13. Day trips within 50 miles of your city
14. Local activities for your children
15. Local teen activities
16. Local activities for adults
17. Where to find the best cup of coffee
18. Who recruits in the region
19. Availability and coverage of public transport
20. Resources for getting crime rate information
21. Bike paths and trails
22. Travel time
23. Commercial activity in the neighborhood: shops, restaurants and shops to come
24. Best places for breakfast, lunch and dinner
25. List some doctors and dentists in your city. Include links to their reviews and Facebook pages
26. Do the same for local vets
27. Discuss daycare options in your city
28. Where is the best happy hour
29. Create a list of online resources for people moving to your area
Your local real estate market
30. Current market overview: number of listings, average selling price and time to market
31. Overviews of housing estates, with photos! Ideally, add current listings
32. Listing of the week (obtain permission from the listing broker if this is not your listing)
33. Condo development by the week/month. Highlight amenities – with photos
34. golf homes
35. Historic homes
36. luxury homes
37. Just listed and just sold (get permission)
38. Property taxes: current, historical and how they are determined
39. How to dispute a property assessment
Real estate terminology
40. What is Escrow
41. What is Due Diligence
42. What is title insurance
43. What is MLS
44. What are the closing costs
45. The relevance of Days on Market (DOM)
46. What is an iBuyer
47. All about assessments
48. What is a Home Owners Association (HOA)
49. What does “as is” really mean?
50. What is deposit money
Offers, contingencies and contracts
51. Detail the purchase contract section by section
52. Explain contractual deadlines
53. How to make a great offer
54. What are the contingencies
55. Seller’s concessions
56. Dealing with multiple supply situations
57. What is “the highest and the best”
58. Advantages and disadvantages of waiving inspections
59. Escalation clauses
How Real Estate Works
60. What is a Buyer’s Agent
61. What is a sales agent
62. What is a Broker
63. How are commissions distributed?
64. What is a real estate agent
65. The real estate agent’s code of ethics
66. Duties and Responsibilities of a Buyer’s Agent
67. Fiduciary responsibility
68. The home search process
69. Discuss understanding wants versus needs in a house search
70. Deposits and installments
71. Making the Most of Your Due Diligence Period
72. What is a pre-qualification
73. What is a pre-approval
74. How a lender qualifies you
75. Current Mortgage Rates
76. Mortgage Rate Trends
77. Will the prices go up?
78. Impact of mortgage rates on your monthly payment
79. Adjustable Rate Mortgages
80. 15-year versus 30-year mortgages
81. How to find a good lender
82. Local lenders vs online lenders – pros and cons
83. Interview a mortgage lender
What buyers need to know
84. Advice for first-time home buyers
85. The best home improvement ideas
86. All about home warranties
87. Why you shouldn’t fall in love with an ad
88. Rent vs buy
89. Common Mistakes Buyers Make and How to Avoid Them
90. Checklist and resources for moving
91. How to get utilities: electricity, gas, garbage, water
About you and how you work
92. Highlight your mission statement
93. Highlight your core values
94. Testimonials from former clients
95. Discuss how your experience creates value for your customers
96. Your ideal client
97. What are your hobbies, your hopes, your dreams
98. What you like about your job
99. What’s your why? Why are you a real estate agent?
Content topics abound. Many of them could be split into multiple parts, leaving room for even more content production.
A few tips for any content you create:
Be positive, don’t belittle other agents or companies. “Best place for breakfast” is much better than “Restaurants to avoid”. While the latter may sound convincing, it introduces negativity into your content. It also creates potential liability issues.
If necessary, get permission. This is especially important if you are using listings that are not owned by your brokerage.
Not all pieces of content need to produce a lead. Nothing you write will have universal appeal to everyone. Focus on delivering useful information in small bites. It’s OK, actually good, to inject your personality into your content. People tend to work with people they like, and your content marketing is the best place to let people know who you are. You do your job well and there are many who need your services. Let your content highlight who you are and what you know and leads will follow.
Jay Thompson is a real estate veteran and retiree living in the Texas Coastal Bend, as well as the one who turns the wheels at Considering now. Follow him on Facebook, instagram and Twitter. He holds an active broker’s license in Arizona with eXp Realty. “Retired But Not Dead” jay speaks around the world on a lot of real estate stuff.