It is all about content these days, no matter which industry you’re in. But why all the hoo-ha about content? You only need to look at the stats to see its appeal. Seventy-two percent of marketers say that content marketing increases engagement. It also generates three times as many leads as outbound marketing.
But how do letting agents use content marketing to boost the profile of their agency and show value to landlords and renters? In this article, we’re bringing you everything you need to know about content marketing for letting agents.
From the different types of content to better understanding of how this marketing method works, you can expect a deep dive into all things content. So, read on and get the lowdown on how letting agents can utilise content marketing.
What is content marketing?
Content marketing is the creation and sharing of materials (typically online) that doesn’t promote a brand explicitly. Instead, it provides the reader or viewer with value, giving them in-depth information about topics within the relevant industry.
In the case of letting agents, that means using content marketing to educate landlords and renters about things happening in the rental market and, more significantly, the local area where the agency is located.
How can letting agents do content marketing?
You will need to find out what your audience wants before you can get started with a content marketing strategy. The word “content” is far-reaching and can mean lots of different things to different people.
Therefore, you’ll want to narrow down your ideas of content and provide insightful information that resonates with your target audience. Landlords and renters interests vary, so you’ll need to separate them as personas.
Landlords, for example, will be interested in knowing about their buy-to-let property and how it fits into the local area – and, of course, property yields. Renters, on the other hand, might be more interested in local amenities, goings-on and rental prices.
How do you provide content?
Let’s say that you’ve identified that landlords are asking about potential new builds in the area. One way to provide content around this topic would be to write a blog post about the new builds in your postcode, those just launched and ones currently under construction or in the planning stage.
Such content shows that you’re a thought leader in the local postcode, with your finger on the pulse when it comes to new builds. You’re not explicitly telling landlords that you can let their homes, but you are showing that you understand the local market and have expertise in the new-build scene.
There are many different ways to do content marketing. These include:
Writing blog posts (hello) is a great way to display your knowledge on all things letting agents. You can create posts for landlords and renters that provide value, giving them tips on how to be great landlords and high-quality renters. Blog posts also help with SEO, boosting your chances of appearing organically on search engines.
Social media is important for letting agents, as it’s a place to have conversations with potential leads. You can showcase your lighter side on social media too, perhaps breaking away from traditional brand tone of voice and displaying your cheekier side. Social media is also a great place to promote content, drawing people back to your website in the process.
Once the de facto way to communicate with audiences, newsletters tailed off somewhat. However, they’re back in full force, as companies use them as a way for a more intimate method of communication. Newsletters provide people who have actively subscribed to your content, which means there’s already an interest in what you have to say.
Newsletters are great if you have an audience to send them to. But in order to build that list, you’ll need to get subscribers. One way to grow your subscriber base is to create downloadable assets. These can come in the form of an ebook or white paper, and require email addresses from readers if they want to download your material.
Videos on platforms like YouTube are proving to be a great way to connect with audiences. Easily digestible videos offer you a chance to build trust and provide an engaging way to showcase your industry expertise. Use video to do mini updates on the local market or provide guides for your audience.
Should you create a content strategy?
It can be easy to get lost in all the opportunities that content marketing provides. That’s why it’s worth making a strategy so that you can narrow your focus on specific aspects. Perhaps you’ll start with a blog strategy, slowly incorporating other elements like video and downloadable content.
Put a calendar in place, looking at when you would like to post content and how frequently. Stick to it, and you should start to see results, as landlords and renters come to see you as the top letting agency on your patch.
Content is king and queen
Content marketing is a great – and inexpensive – way to showcase your industry expertise. However, it requires time and patience; don’t expect to put out a blog post and get loads of traction overnight. When done right, however, and with time, content marketing can be a top lead generation method for your letting agency and increase the number of landlords and renters that you sign up.