Giannell TitleReal Estate Seminar Series

Dominate The Real Estate Market With Kick Ass Content

How To Harness The Power Of Storytelling

Meet Your HostJane BolinFounding Member, Chief Marketing Officer, Rising Star 2015Originally from the Washington, DC area, the focus of Jane’s

practice is association law and real property litigation. She received a B.A. in political science from Radford University, a Masters in

sports management from the United States Sports Academy, and her juris doctorate from St. Thomas University School of Law.

Meet The Presenters

Wendy Lieber, FounderContentBacon

wendy@contentbacon.com

Dave Kustin, Founder ContentBacon

dave@contentbacon.com

“We are on a mission to make it easy for companies

around the world to create, distribute and promote tasty

custom content for their business. More content = more

opportunities, improved SEO and better brand

positioning.”

Intention Of Our Presentation

Two Parts

1. The WHY of content marketing2. The HOW - of getting it done

Nikola Tesla visited Henry Ford at his factory, which was having some kind of difficulty.

Ford asked Tesla if he could help identify the problem area. Tesla walked up to a wall of boilerplate and made a small X in chalk on one of the plates. Ford was thrilled, and told

him to send an invoice.

The bill arrived, for $10,000. Ford asked for a breakdown. Tesla sent another invoice, indicating a $1 charge for marking the wall with an X, and $9,999 for knowing where to

put it.

The Why

Advertising / Education

Advertising (and promotion) = fleeting

Education = sticky

Consumers often think being good at advertising means someone is

good at their craft.Give a man a fish, he eats for a day. Teach a man to fish, he eats for a lifetime.

A BUYER’S JOURNEY BEGINS WITH RESEARCH.

YOU HAVE TO MAKE TWO SALES: YOU + HOME.

ONCE FOUND, HOW DO YOU ILLUSTRATE YOU ARE AN EXPERT AND CAN BE TRUSTED? HOW DO YOU HELP SOMEONE LIKE YOU?

HOW DO YOU SUSTAIN THE PERCEPTION OF EXPERTISE OVER TIME?

Beliefs begin as perceptions.

Real Estate Realities

• Being successful in real estate requires more than just ability to find and

show houses.• You have to build trust and credibility with your community - over and over.• You have to constantly add to your network of contacts and referrals using

methods that work for today’s customers.

Today’s Marketing LandscapeToday 75%-90% of ALL Home Buyers begin their search on the Internet

...92% of homebuyers used the Internet as an information source

...76% of Internet homebuyers drove by or viewed a home they saw online

...43% of buyers first found their home on the Internet

Why

• Buyers search for information• Experts educate their marketplace• Experts can charge more• People buy from people they know, like and trust

The How

01.

02.

03. 04.

4 Key Elements Every Realtor Needs Today

03. Consistent Social Media

04. Engaging Email Communication

01. Compelling Website

02. Relevant Blog

Compelling Website• If you want to generate online leads, you need a compelling

website. But it doesn’t happen overnight. • You should ONLY have a website if you are going to be

proactive and use it to position yourself as a trustworthy expert

in the real estate industry.• Not an online business card. • What makes it compelling?

• Device responsive• Useful, relevant content (text, images, videos) • New content added frequently (i.e. weekly)• Promoted consistently

Real Examples

Relevant Blog• Blogging is one of the most effective ways to pull in your leads, rather

than push.• Cold calls, billboards, bench ads, etc. - These are what most customers

associate with real estate agents. And more often than not, they’re negative associations (You don’t want this).

• Pull marketing, on the other hand, is typically a positive experience.• Capture a younger generation of homebuyers• Position yourself as a top expert

“We adopted the content model in roughly 2012. We had no idea if it would work or how well it would work, but we kept at it and it’s worked! Our 'blogs' have evolved into three basic categories - neighborhood narratives, market observations and technique explanations. This strategy has helped us generate a consistent stream of inbound leads on a weekly basis.” - Tom S., RE/MAX Agent

Consistent Social Media• The best real estate marketers think of social online like they

do social offline!• Social media provides a way to connect with your local clients

and groups and boost your real estate marketing efforts. • Social builds trust, and spreads your marketing through friends

of friends.• Big Mistake - Not Posting New, Original Content

• You can save loads of time by finding content from other real estate professionals, bloggers, publications, experts, brands, or organizations.

• You still need to post original content that you developed as your primary social media content.

• Your content needs to have a niche focus. Target those who are specifically looking to buy and sell in your market.

Email Marketing

• Share your content with your community — and we don’t mean only through social media.

• Emails are a great way to stay top of mind and keep your community up to date on what you are doing:

• Your Blogs• Just Listed and Just Sold• Open Houses• Community Involvement• Awards• News

How To Create Compelling Content• Know your audience!• Figure out your special sauce• Be creative• Make sure your content meets these guidelines:

• Are you answering a question?• Are you meeting a need?• Is it exciting and entertaining?• Does it flow naturally?

Where Do I Start?• Frequently Asked Questions• Your Local Marketing• Local Market Points• Your Target Audience• Health and Lifestyle• Related Real Estate Industries• Home Features• Yourself• Home Maintenance• The Future• Your Listings

Creating An Engaged Community

• Create compelling content• Do it consistently• Share it amongst your channels• Interact with your community - don’t have a

one-sided conversation• Be a human• Use strong visuals• Contribute to other sites• Rinse and repeat

Tactics To Get It Done

• “Make it bad, make it better”• Get started• Commit to small actions daily and weekly• Be patient• What gets outsourced gets done

Summary• Consistently invest in creating relevant, entertaining

and educational content • Distribute it through your digital platform - i.e. website,

blog, social media, email campaigns• RESULT:

• Build a vibrant community• Stand out from the competition• Build your brand • Get known as a credible, real estate expert in

your community• Connect with new audiences• Generate new conversations

MORE OPPORTUNITY FOR SALES

Questions?

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ContentBacon Lets You Easily Source & Distribute Custom Business Content

Our scientifically developed intake process helps us learn about

your industry, customers, prospects, opportunities and brand

personality so we can develop unique content just for your

business. And since we use well-educated, human people to

create all of our content, over time, we become so integrated

with your business that it will become darn near impossible to

see how you ever lived with out us. Sort of like bacon.

Thank You! Special Real Estate Package:2 blogs per month

36 social media posts between 2

channels

1 monthly email blast

$499

Want More Bacon?Email us at

Founders@ContentBacon.com

or call

800.748.5805, ext. 104

Thank You For Joining Us!-Oink Oink