Marketing is the oxygen to any business…
Marketing for real estate professionals is getting someone pre-qualified and ready to hear the opportunity. Attracting those you want and repelling those you don’t.Content is the King.
As real estate agents, we are, of course, familiar with our craft, but our craft is expanding to include social media. There’s a lot to hate about social media, but there is a lot of good things that come out of social media. As a marketer, there is one axiom we all know well, ‘content is king.’
The only trouble is, all that content takes time. It’s a monster that never sleeps and always needs feeding – and coping successfully with that contains its challenges.
What is the best way to keep the flow of ideas fresh and to ensure that what you are producing is creating value?
Process is the Queen
The Queen of social media is the process known by the acronym C.O.P.E.
C.O.P.E. is a system for success. This simple principle has the potential to change your whole approach to content creation. COPE stands for Create Once Publish Everywhere – a philosophy that extracts the maximum value from every piece of content you create.
Put simply, it means everything is created from a multi-channel perspective using a single process. It enables under-pressure agents doubling as marketers to meet the demands of an increasingly fractured audience that inhabit multiple channels and expect a seamless interaction across them all.
Why It Works
One little word: Efficiency. The goal of every business organization, C.O.P.E. can squeeze extra creative juices from the same amount of effort. Planning to re-purpose what you do means that you create it with those parameters in mind from the start, rather than trying to retrofit things.
In terms of marketing for real estate professionals, planning saves precious time, money, and effort, allowing you to focus more on pursuing the original ideas.
Winning over your audience is about listening.
How To C.O.P.E.
Finding out the compelling story is at the heart of this technique. Particularly with marketing for real estate professionals, you must find the human angle buried at the heart of what you need to say, and build everything around this.
Love what you do so much that you feel like you’re doing the world a disservice if they don’t get it. When you sell through authenticity and with passion, it’s not selling. It’s getting people engaged in something they already want!
That heart becomes the hook you need to hang all marketing and communications. Far too many agents still try to construct their marketing narratives around a soapbox approach that tries to showcase a few Unique Selling Points – but actually, you have to work on finding something which resonates emotionally with your audience.
When you tap into that rich vein of interest, you store the content in a document (usually a spreadsheet), and you begin to seed your apps inside E.A.P. – Squeeze Pages, Instafarm, Brag Wall, and Preferred Vendor to start.
You have to know who they are, do your research, and construct your avatar.
An avatar helps you understand the approach needed. Next, you need a framework and a process to work through, outlining precisely what, where, when and how you’re going to place your content, having tailored it for each channel.
Marketing for Real Estate Professionals – Create a Feedback Loop
To truly understand the success of your C.O.P.E. strategy, you’ll need to create a feedback loop, using both social listening techniques and analytics, to truly understand which content has been the most successful and why.
Track the topics and trends which demonstrate the most shareability and engagement with your audience over time, and use this to refine your content strategy even further.
So whether it’s turning a blog post into an infographic or a video into a white paper, you have captured the essence of what makes it useful content to your audience.
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