In this article we are going to provide you with a guide for a tailored marketing system designed specifically for real estate professionals. Throughout the article you’ll find links to free resources that will help you along the way. (Including the specific framework that led you here.)
We start with the foundational Avatar Framework, we explore the intricacies of understanding your audience, shaping a client-centric mission statement, and breaking down your process into problem-solving phases within your Signature Solution.
The focus will then shift to strategic content creation, distribution, and promotion, emphasizing the importance of client-centered perspectives in everything from answering questions through Google to recording authentic videos. You’ll learn how to publish high ranking SEO blog posts, how to set up targeted ad campaigns on Facebook, and optimize for maximum traffic.
We’ll also touch on retargeting campaigns, lead nurturing through repurposed content and your email series, and how to properly monitor and adjust the strategy based on data driven metrics.
Here are the key takeaways from the article:
- Understanding the Target Audience (Avatar Framework):
- Demographic Profile: Identify age range, gender, location, and income bracket.
- Psychographic Profile: Explore group affiliations, social media usage, forums, daily activities, interests, and relationship status.
- Messaging Profile: Uncover dreams, desires, goals, pain points, fears, and values.
- Mission Statement: Construct a purposeful mission statement aligned with your audience.
- Your Signature Solution:
- Break down your process into three phases: planning, action, and finale.
- Each phase comprises three steps addressing a problem, providing a solution, and leading to a transformation.
- Creating Content Using Our Content Outline Framework:
- Utilize the Hook, Retain, and Reward elements for effective content creation.
- Break down the Hook (grabbing attention), Retain (providing value), and Reward (solving a problem or providing a call to action).
- Providing Value Through Content:
- Prioritize client-centric content creation.
- Use Google for finding relevant questions or topics.
- Utilize Google Keyword Planner for keyword research.
- Build scripts based on selected questions or topics following the Hook, Retain, Reward structure.
- Recording Authentic Videos:
- Use a teleprompter or notes for guidance.
- Maintain a balance in production quality.
- Overcome awkwardness by imagining a real audience.
- Eliminate fear of judgment by focusing on serving rather than yourself.
- Editing and Repurposing Videos:
- Edit videos to cut out errors and mistakes.
- Repurpose video content for various platforms and purposes.
- Strategically distribute edited videos to reach the target audience.
- Repurpose Video Script into Blog Post:
- Use the existing video script as a foundation for the blog post.
- Rewrite content, ensuring keyword optimization for SEO.
- Format the blog post in a Google Doc.
- Publish Blog Post:
- Log into the backend of the website.
- Paste the title and article into the respective blocks.
- Embed the video in the blog post.
- Add a call to action and a form for lead collection.
- Embed a calendar for scheduling consultations.
- Drive Organic Traffic to Blog Post:
- Embed searchable keywords for organic traffic.
- Share the blog post link in the YouTube video description.
- Share the blog post on various social media platforms with a brief description and call to action.
- Set Up An Ad Campaign:
- Create a Facebook Ads Manager campaign with an awareness objective.
- Set up ad sets with daily budgets, audience targeting, and creatives.
- Use an existing post (YouTube video) for the ad.
- The Retargeting Campaign:
- Create multiple designs using Canva for retargeting.
- Download and use these designs in a retargeting campaign to engage viewers who watched the video.
- Nurture Sales Qualified Leads:
- Repurpose blog posts into lead magnets.
- Create a welcome email series for relationship development.
- Use newsletters to inspire your email list to work with you.
- Monitor and Adjust:
- Regularly monitor results in the ads manager and website dashboard.
- Adjust campaigns and content based on performance.
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These takeaways encapsulate a comprehensive guide for realtors, providing a roadmap from audience understanding to dynamic marketing strategy adjustments. The video below will provide you with additional guidance and specifics for the strategy outlined in the article beyond.
Who are you helping?
For realtors, understanding your Avatar is pivotal for a successful marketing campaign. Firstly, let’s get the obvious stuff out of the way like demographics – the age range, gender, location, and income bracket of the potential homebuyers or sellers you’re trying to reach. This provides a concrete foundation for tailoring your services to meet the specific needs of individuals within these parameters.
Moving on to psychographics, you can delve into the intricacies of your clients’ lives. This involves understanding their group affiliations, preferred social media platforms, forums they participate in, and the experts they trust. You should also brainstorm some ideas related to their daily activities, interests, and relationship status. What you’re trying to do here is really get to know the people you serve so that you can talk to them about the things that matter to THEM.
This comprehensive understanding forms the basis for creating a messaging profile that resonates with them on a personal level. By identifying their dreams, desires, goals, pain points, fears, and values, you can craft messages that genuinely connect and address their unique real estate related needs. All these insights culminate in the construction of a mission statement, articulating your purpose and commitment to form alignment with the aspirations and preferences of your target clientele.
Outline Your Signature Solution
For realtors, developing your Signature Solution is not only a strategic approach to streamlining your work process, it’s a way for you to clearly articulate how you serve your specific niche. Think about it like this: If you truly know how you help others, what’s the best way to prove to them that you can? By sharing your knowledge and insights around the SPECIFIC problems they face and showing them that YOU GET IT!
Start by breaking down your process into three distinct phases: Planning, Action, and Finale, each playing a vital role in helping your clients in achieving success.
In the Planning phase, you’re essentially constructing the foundation for their entire experience – think of it as building the vehicle for their real estate journey. This involves careful consideration and preparation for the steps ahead, ensuring a solid starting point.
Moving into the Action phase, you’ll identify the crucial steps needed to navigate the complexities of real estate transactions. This is usually where the meat and potatoes live. The real substance to the work you do. This will be the part that helps your clients feel like they’re moving forward in the right direction.
Lastly, the Finale phase is all about confidently concluding the transaction. In this phase you should outline the final steps that lead to a successful deal, ensuring a smooth and rewarding finish to the transaction. With each of the phases broken down its time to go deeper.
For each phase create 3 steps that will provide clarity and set the milestones your client will be excited to reach as they experience your solutions. Every step will have a problem, solution, and transformation. Make sure you list them all because this is really going to pay off in the near future.
Providing Value Through Content
If you want to establish a meaningful online presence and connect with potential clients, prioritizing their needs and interests in content creation is paramount. Putting your client at the forefront of your content strategy ensures that the information you provide is not only relevant but also valuable to them. This client-centric approach builds trust and credibility, essential elements in the competitive real estate landscape.
Using Google in a little known way, realtors can identify relevant questions or topics that align with their clients’ concerns or interests. By understanding what people are searching for, real estate professionals can tailor their content to address those specific needs, positioning themselves as knowledgeable and responsive experts in the field.
Moreover, the use of Google Keyword Planner becomes instrumental in effective keyword research. This tool assists realtors in identifying the most relevant and searched-for keywords in the real estate domain. Incorporating these keywords strategically into content helps enhance online visibility and ensures that the content reaches the right audience.
Finally, building scripts based on selected questions or topics, while following the Hook, Retain, and Reward framework, ensures that the content is engaging and impactful. This structured approach not only captivates the audience’s attention but also provides valuable information and prompts them to take desired actions. By consistently delivering client-focused, keyword-optimized content, realtors can position themselves as trusted authorities and effectively reach their target audience.
Creating Content Using Our Content Outline Framework
For realtors looking to boost their online presence and engage with potential clients, our Content Outline Framework offers a structured approach to content creation. The framework revolves around Alex Hormozi’s three key content elements: Hook, Retain, and Reward, each serving a crucial purpose in capturing and maintaining your audience’s attention.
Ready to go? Ok, let’s start with the Hook element. It’s all about making a swift and impactful impression in the initial 1-3 seconds of your content. In the competitive online space, grabbing your audience’s attention from the get-go is essential to ensure they stay tuned for what you have to offer.
Moving on to the Retain element, the focus shifts to providing substantial value and information. This is where you delve into the core content, offering insights, tips, or relevant details that resonate with your audience’s interests and needs. It’s about keeping them engaged and interested throughout the content.
The Reward element brings it all together by addressing a problem or providing a clear call to action, such as offering a lead magnet. This element aims to satisfy your audience’s expectations and encourages them to take the next step, whether it’s contacting you for real estate services or subscribing for more valuable insights. By incorporating these elements into your content creation process, realtors can effectively connect with their audience and make a lasting impact in the digital landscape.
Recording Authentic Videos
When it comes to recording authentic videos, incorporating a teleprompter or notes can significantly enhance your presentation. These tools provide guidance, ensuring that you cover key points and maintain a smooth flow throughout your video. YOu don’t have to read everything word for word, in fact, it’s better that you kinda “wing it” so you really are acting in your authentic self rather than trying to pretend you’re some kind of perfect reading robot. Your goal should be to strike a balance between a well-structured message and the authenticity that resonates with your audience.
When it comes to what it looks like I promise you’re overthinking it. It’s important to find a middle ground in production quality. While professionalism is good, overly produced content may come across as staged or disconnected if not immediately another sleazy ad trying to pitch something people don’t want or need. By keeping your videos genuine and relatable, you create a more engaging experience for your viewers, fostering a sense of trust and connection.
Feeling awkward in front of the camera is common, but overcoming it is easier than you think. One effective technique is to imagine a real person holding the camera. This shift in your attention allows you to communicate naturally, as if you were conversing with a client face-to-face. But what about the fear of judgment? How do you get rid of that part? Also easier than you think. Your attention is only capable of holding one thing. Either that you look like a doofus OR that you’re genuinely trying to provide some help to someone by way of sharing your experiences and wisdom. The best part? You get to pick what your attention holds.
Focus on serving your audience by providing valuable insights and information. When your focus shifts from self-consciousness to delivering value, you not only build credibility but also establish a connection based on trust and expertise. This might be a golden nugget that pays off in other areas where your social anxiety creeps in so you’re welcome for that.
Editing and Repurposing Videos
Effective editing is a crucial step in creating video content for your future clients. Start by carefully reviewing your footage to identify any mistakes. Use a video editing software that you’re comfortable with to trim unnecessary segments, enhance visual and audio elements, and ensure a seamless presentation. By refining your videos, you deliver a polished and concise message that resonates with your audience.
Repurposing video content is a valuable strategy to maximize its impact. Once you have a well-edited video, consider adapting it for various platforms and purposes. This could involve extracting short clips for social media, creating teaser videos, or even transforming the content into blog posts or newsletters. By repurposing your video, you extend its reach and cater to diverse audience preferences.
Strategic distribution is key to reaching your target audience effectively. Utilize platforms that align with your audience’s online behavior. Whether it’s sharing on social media, embedding videos in emails, or featuring them on your website, choose channels that resonate with your potential clients. By thoughtfully distributing your edited and repurposed content, you enhance visibility and engagement, ultimately strengthening your brand and improving your conversion rates.
Repurpose Video Script into Blog Post
Repurposing a video script into a blog post involves several straightforward steps. Begin by using the existing video script as the foundation for your written content. While maintaining the core message, adapt the language to suit a written format, ensuring clarity and readability. This process allows you to leverage the key points and information from your video in a different medium.
As you rewrite the content, focus on optimizing it for search engines by incorporating relevant keywords. Identify terms that potential clients may use when searching for real estate information. Integrate these keywords naturally into your text to enhance the blog post’s visibility and discoverability online.
You can write your article in a Google Doc and edit the formatting to include headings so that it’s organized and optimized for search engines. Make sure the blog post flows logically, and is easy to read. That means avoiding any technical jargon. It’s not impressing anyone and what’s worse, it’s confusing your prospects and making the whole thing seem too intimidating. Remember, you’re trying to make their experience easy.
Include any visual elements, such as images or charts, that complement the written content. By repurposing your video script into a well-structured blog post, you broaden your reach and cater to different audience preferences, reinforcing your real estate expertise.
Publish Blog Post
Publishing a blog post on your website involves a few simple yet crucial steps. Start by logging into the backend of your website, accessing the platform where you manage your content. Once logged in, paste the title of your blog post into the designated title block and the main body of the article into the content area. Ensure the text is well-formatted for easy reading, incorporating headings and paragraphs.
Next, embed the video associated with the blog post directly into the content somewhere after the first paragraph or two. (It helps your SEO). This integration enhances the overall user experience and provides your audience with both written and visual elements. Additionally, add a compelling call to action within the blog post, encouraging readers to take the next step. This could involve directing them to contact you for more information, sign up for newsletters, or to book a call.
To further optimize lead generation, include a form within or at the end of the blog post where interested visitors can provide their contact details in exchange for a lead magnet related to the article. This allows you to capture leads seamlessly. If scheduling consultations is part of your services, consider embedding a calendar widget, allowing potential clients to schedule appointments directly through your website. This streamlined process enhances user engagement and facilitates a more efficient interaction between you and your audience.
Drive Organic Traffic to Blog Post
Generating organic traffic to your blog post is crucial for expanding your online reach. Start by ensuring that you’ve incorporated relevant keywords into your blog content, aligning with your earlier research. These keywords enhance the discoverability of your post by search engines.
If you’re not seeing traffic as expected, consider indexing your site with Google. This process informs search engines about the existence and updates of your content, aiding in better visibility. It’s advisable to perform this indexing task periodically, perhaps once a month, to stay on top of search results.
Additionally, leverage your YouTube presence to drive traffic. Share the link to your blog post in the description of your related YouTube video. This cross-platform promotion encourages your YouTube audience to explore more detailed content on your blog, creating a cohesive online presence.
As an added bonus, you can extend your reach by sharing the blog post on various social media platforms with a variety of different visual media. Craft engaging posts with a brief description of the blog content and a clear call to action, prompting your social media followers to click through and read the full article. This multi-channel approach enhances the chances of reaching a diverse audience and driving organic traffic to your real estate insights.
Set Up An Ad Campaign
When it comes to the platforms where you initiate your ad campaigns, keep in mind that you should start with one, it should be the one that’s most likely to host your ideal avatar, and you should go slow to start and scale up when you figure out a path that works. In our video example we used Facebook Ads Manager to explain the setup process so we’ll do the same here.
Firstly, as you navigate creating a new ad in the Ads Manager dashboard, opt for the awareness objective, specifically choosing video views. This selection aligns with your goal of promoting your video content, ensuring it reaches a larger audience and generates more visibility. All you need at this point is awareness. You’re simply asking the platform to show your video to as many people in your niche as possible based on your budget. Whether or not they pass the guaranteed 15 seconds of consideration is up to you and the value of the content. If people aren’t making it through, it’s because the content is bad. Make a different video and try again.
As you continue through the setup you’ll allocate daily budgets based on your advertising goals. Audience targeting will be next. Specify your avatar demographic, refining parameters such as location, age, interests, and other relevant factors outlined earlier to ensure your video reaches individuals who are more likely to engage with your content. When you’ve reached the end you can click the Publish button and wait for your ad to get approved. If it is, it will be launched immediately after the approval, however, if you set something up incorrectly they platform will tell you what to fix.
The Retargeting Campaign
Now it’s time for the real magic. First you’re going to create multiple images for the retargeting ads using Canva. It’s a user-friendly platform that allows you to design visually appealing graphics for your campaign. Utilizing this tool, design variations can be crafted, ensuring diversity and engagement in your retargeting efforts. These designs should be tailored to capture the attention of potential clients who have previously watched your real estate videos and mention the related lead magnet.
Once you’ve finalized your designs, download them. Create a new campaign, only this time you’ll select the Traffic objective and set up a new audience. When you get to the audience part you can select the option that allows you to pick your own, and then you can choose from a variety of options but for this strategy you’ll choose the video views option. Select any of the video’s you’ve published related to the lead magnet you’re focused on. (Over time there will be many videos for you to choose from).
Continue through with the rest of the setup and deploy the ad. Now you should have two campaigns running in tandem. One qualifying your leads, the other capturing them. This approach maximizes the impact of your real estate marketing efforts, ensuring that those who have shown interest in your videos are continually engaged, fostering a stronger connection and enhancing the effectiveness of your overall marketing strategy.
Nurture Sales Qualified Leads
To nurture sales qualified leads effectively as a realtor, repurposing your existing blog post into a lead magnet is a strategic move. This involves transforming valuable content from your blog into a downloadable resource, such as an ebook, checklist, or guide, that provides additional value to your audience. By doing so, you incentivize potential clients to share their contact information, turning them into leads.
With the leads ready to flow in, the next step is to create a welcome email series. This series serves as an introduction to your real estate services, offering insights, and establishing a personal connection. Craft these emails carefully, ensuring they are informative, engaging, and encourage recipients to explore more of what you have to offer. They should be set up to deliver over the course of a few weeks without overwhelming your prospects’ inbox with spam. 3-5 emails should do the trick.
Not everyone is ready to move right away. So eventually you’ll need more. Beyond the welcome series, your monthly newsletters play a crucial role in nurturing your email list. Regularly share updates, market trends, and exclusive content to keep your audience engaged. This continuous communication inspires trust and positions you as a knowledgeable and reliable realtor. The goal is to build a lasting relationship, encouraging your email list not just to stay informed but also to consider working with you when the time is right.
Monitor and Adjust
Monitoring and adjusting your marketing strategies is an integral part of optimizing your real estate efforts. Start by regularly checking the results in your ads manager and website dashboard. The ads manager provides insights into the performance of your Facebook ad campaigns, including metrics like reach, engagement, and conversions. Simultaneously, the website dashboard gives you an overview of your site’s traffic, user behavior, and lead generation.
As you review these metrics, pay attention to what’s working and what isn’t. If a particular ad set is driving substantial engagement, consider allocating more budget to it. Conversely, if a blog post isn’t resonating with your audience, analyze why and make necessary adjustments. This could involve tweaking ad creatives, refining your target audience, or updating your website content.
Flexibility is key. Don’t hesitate to make data-driven adjustments based on the performance metrics you observe. By continuously monitoring and adapting your strategies, you ensure that your real estate marketing efforts stay aligned with your goals and effectively reach your target audience.
Information Alone Won’t Make A Difference. Take Action!
In this article, we’ve covered a tailored marketing strategy for real estate professionals. If you’d like to take it one step further and get more strategies and information about generating leads you may also consider grabbing a FREE copy of our book “Real Estate Marketing: 65 Questions Real Estate Agents Asked Google About Marketing – And The Answers” as well!
It began with understanding your audience through the Avatar Framework, allowing you to craft a mission statement aligned with your clients’ needs. This client-centric approach extended to your Signature Solution, breaking down your process into problem-solving phases.
In content creation, we highlighted the importance of the Hook, Retain, and Reward elements, ensuring your content meets client needs. From answering their questions through Google to recording authentic videos, the focus remained on a client-centered perspective. The content journey progressed to publishing blog posts, embedding videos, and setting up targeted ad campaigns on Facebook.
Additionally, we explored retargeting campaigns, nurturing leads through repurposed content and strategic email series. The article concluded with the vital aspect of monitoring and adjusting your strategy based on performance metrics. In essence, your key takeaways emphasize a client-focused approach, from understanding your audience to creating, distributing, and promoting content, all the way to continuous adaptation based on performance data. This positions you for success in real estate marketing.
No go out there and do something with it!
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