Writing interesting real estate content demands a lot of attention. You need to pay attention to the latest popular real estate trends, analyze your competitors’ strategies, and come up with new, original ideas on a constant basis so you can post regularly and build an audience that expects—and desires—your consistent material. For some realtors, the obstacle is in the core strategy; questions like “who is my key audience?” or “what social channels do I need to be using?” But for most realtors, the biggest problem is creating enough high-quality, engaging material to keep the engine of your content strategy running.

If you’re having trouble keeping up a consistent flow of content, try one of these unique strategies to create a higher volume of the same high-quality material your audience has come to expect:

1. Break up your posts. This isn’t about “creating more content” as much as it is about using the content you already have more efficiently. If you’re a fan of writing longer posts, try breaking those posts up into smaller, more niche titles. It will give you more opportunities to post without watering down your content. If you’re already writing short posts, this strategy can still work for you—take your idea for the post and transform it into different permutations. For example, if you write an article about affordable homes, write a follow-up about luxury homes in the same zip as a follow-up or homes that millennials prefer and then another one on what “baby boomers” tend to prefer.

2. Experiment with newsjacking. Newsjacking has become a bit of a buzzword, but it’s a viable and easy strategy that anyone can use. Essentially, newsjacking involves finding a relevant trending topic and repurposing it for your own blog. It will take a bit of effort to find the right news story that fits your niche or industry, and some more effort to brainstorm and write a good spin on it, but it can work wonders. Some topics that tend to be very effective for me is “celebrity real estate news” and or local news information about food or restaurants.

3. Outsource your content creation: internally. Another way to get more content flowing is to rely on your coworkers for a little bit of help. This is especially useful if you work with a large brokerage with multiple locations. Ask around to see who might be interested in writing up a sample blog about their own responsibilities within the company—for example, in real estate, a niche agent specializing in Luxury Homes would be able to write a highly detailed post about the pitfalls of certain types of homes. This way, you can leverage the power of your existing colleagues to create more—and more unique—content.

4. Outsource your content creation: externally. Another option is to rely on an external source of content creation, usually in the form of a freelance writer. Try not to rely on content mills or services that connect you to a wide pool of authors. Instead, find a freelancer who can learn to write consistently in your company’s brand voice.

5. Don’t be afraid to share. Speaking of sharing content, don’t be afraid to do it. The best content strategies are the ones with mostly original content, true, but the key word there is “mostly.” If you see a cool infographic or an exciting video relevant to your industry, feel free to post it on your site (along with proper attribution, of course). Your readers will probably like it just as much as you did when you saw it, and you can share the credibility with the original source without having any stake in its original creation.

6. Use interviews. Interviews could give you an easy way to create more content. All you’ll need to do is find a willing participant lke a local business or vendor, and write down a handful of questions. You could interview a major authority in the industry, a notable client, or even a senior member of your broker office. Let them elaborate on any or all of the questions you’ve provided them, and simply post their responses as a new piece of content on your blog. Depending on how fast your interviewee can complete the process, this can be a highly efficient means of creating new content.

7. Recycle your older posts. Recycling your old posts can be dangerous, so be careful with how you do this. You can’t simply repost an older entry and get all the same benefits. Instead, you’ll have to either delete the older post and re-post it as a new piece to avoid having Google see duplicate content on your site (though this eliminates a deep link). Or, you can revise the post enough to make it seem like a different entry altogether. This is a great way to breathe new life into older posts whose topics haven’t become antiquated by changes in the industry.

8. Get personal. If you’re out of topic ideas or you want something easier to write about, consider getting personal with your blog posts. It’s not a great idea to turn your real estates blog into a personal affair by only writing about company events, company history, and personnel, but as occasional entries, they work fine—and they can show off your brand’s personality. Write a biographical entry about a leader within your brokerage, or take pictures of your office and show off some of the internal workings that make your office tick.

 Every office and agent is different, and every marketer will need a different blend of tools and strategies to sustain a high-quality content marketing campaign. Treat your efforts as experiments; try a new means of creating content, measure the results, and compare it to your original process. If you come up with better content or improve your efficiency, keep it up, and if not, try something different. Through trial and error, you’ll find a rhythm that suits your brand and office—and your unique talents and preferences—perfectly.



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