It’s not difficult to stand out in real estate marketing if you master this hack
It’s always been a challenge for me to come up with content creation ideas, my brain would scour the corners of the earth looking for ideas to create some content that would bring value to my followers. I was interviewing a marketing specialist when she turned me on to creating marketing pillars to assist content creation – but what is that?
A content creation pillar is a key theme or topic that serves as a foundational focus for your content strategy across platforms such as social media, blogs, and emails. These pillars, represent the main subjects your brand, or personal platform, allows for consistent communication with your audience. These pillars were a game changer for me, I could now have a clear focus on what I wanted to say and I could choose 1 of my 3 pillars to focus on each day. My pillars were Personal Branding ( letting people get to know me personally), Market Expertise (Showing my knowledge of the market I am working in) and Asset Class Focus and Proof ( Highlighting the asset class I am working in my market).
Having these pillars simplified the entire process of content marketing and made it easier to organize, plan, and maintain a consistent publishing schedule. Plus it saved me so much time as I wasn’t continuously scrolling to find content. This was not only a huge content fatigue reducer but my follower count started to grow because the quality was better, more consistent, and much more targeted to bring them more value.
Here are some of the ideas we posted about:
Personal Branding- keep in mind this pillar is about letting people get to know you. I shared stories about what was happening in our daily routine/life, i.e.: going out to our favorite restaurants, favorite places to go hiking or playing tennis. Including some behind the scenes is helpful as it makes you relatable and helps build trust as well as relatability.
Market Expertise – This pillar is about showing my knowledge of the market I am working in. We do a “guess-the-price” for a property in the market: we would take a sample property that we just closed, give all the pertinent information, and asked the viewers to guess the price (offering a $10 Starbucks card for the winner always helped drive more engagements). The closest guess to the price would be the winner. We would also create content on current market trends, news within the marketplace and recent investment or leasing activity to show that we are on top of what is happening in the overall market.
Asset Class and Proof Stacking - This pillar highlights the specific asset class you specialize in. I always made it clear which asset class I was working in because I wanted anyone seeking that expertise in my market to immediately think of me. When your name becomes the go-to solution, you've effectively won the business. To reinforce this, I shared case studies, success stories, recent transactions, market updates, and client testimonials.
On top of everything, posting consistently is also key to your success, we recommend at least 2-3 post per week, if you want to do more that is even better but it of course depends on the time that you have to commit. When used consistently and paired with deep market knowledge, these pillars will make you unstoppable in your asset class and market.
