When it comes to thinking about creating content, I know it may seem overwhelming and potentially exhausting to constantly think of new ideas. But it doesn’t have to if you know your ideal client and what they need or what they find interesting and what is relevant for the time of year.
Around Valentine’s Day, are you creating content around the best flower shops, chocolate shops and romantic restaurants? You may be thinking, “What does that have to do with real estate?” The answer is EVERYTHING. Not only is this content relevant for the time of year, it showcases that you’re an expert in the particular neighbourhoods you are targeting. You are the one to talk to about where to move, places to go in the area, where the schools are, everything.
You are the resource. The neighbourhood lifestyle expert. And if you can take photos of yourself living the lifestyle, even better. Because people respond and pay attention to stories, so you need to be part of the story you’re telling.
I get it though: you may think that no one cares about you going to a coffee shop and seeing a photo of it. But they will care if they’re thinking about moving to that area. It will tell your audience that you know everything there is to know about your target area.
What are buyers thinking about when deciding to move to an area? What’s around, where are the shops, the restaurants. How about sellers? Do they want someone who is an expert in their area? This is how it all ties in with your service.
The point is to lead with value. Give your database of past clients and new leads a reason to follow you outside of your core services. But what’s great is that you can seamlessly incorporate your current listings and sales into your newsletters as well.
Picture it like this: you have a new listing in Rosedale, Toronto. The newsletter may start with a blog post describing the best coffee shops in Rosedale, Toronto. It ties in perfectly with real estate because you’re showcasing your knowledge of the area as well as maintaining the relationship with your database. Whatever the topic you choose to create content around, ensure that it’s cohesive and relevant.
Whether you choose to outsource your newsletter or do-it-yourself, be sure to find some means of reaching out to your clients and leads on a regular basis … so they remember YOU when it comes time to buy or sell their home.
If you’re looking for content that truly connects with your ideal clients, you must know and understand their needs. I can’t stress this enough. Remember: if you’re creating content for everyone, you’re creating it for no one.
I’ve put together a free checklist for realtors who are running email newsletters which showcase your content and listings to your database. It’s purpose is to help you ensure you’re launching the best newsletter possible that is optimized for referral business. You can download it for free here: Realtor’s Newsletter Launch Checklist
If you don’t know me already, my name is Johnny Pomykacz, and I help some of the top realtors all over the Greater Toronto Area with social media marketing, capturing leads online, and launching monthly eNewsletters with compelling content.
If you ever need any help or advice for crafting an email newsletter, or have your content created for you, check out my Realtor Services Page to learn more about how I can help you plan, design, and execute a compelling newsletter every month.
This has been Johnny Pomykacz. Thanks for reading.