🏡 The Real Estate Marketing Update - Edition 28

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Read time: under 10 minutes

Welcome back.

In this edition, you’ll learn how example-driven content is your key to being competitive in AI-influenced search, how it’s easier than ever to create and use great looking and up to date headshots of yourself, and how NAR’s settlement changing commission rules puts a core skill at the forefront of an agent’s marketing strategy.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition… 

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

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Revolutionizing Real Estate Content Marketing in the AI Era: The Power of Example-Driven Content

You're likely familiar with the importance of content marketing. For years, the tried-and-true strategy has been to create educational content infused with carefully chosen keywords to boost your Search Engine Optimization (SEO). This approach has been a cornerstone of online marketing, helping countless agents generate traffic, leads, and ultimately, close more deals.

However, the rise of AI is reshaping the digital marketing landscape, and you need to adapt quickly to stay ahead. This article will introduce you to a powerful new content strategy tailored for the AI era: example-driven content. We'll explore how this approach can set you apart in a crowded market and provide practical ways to implement it in your real estate business.

The Shift from Traditional SEO to Example-Driven Content

Why Traditional SEO Is Losing Its Edge

The traditional SEO playbook for real estate agents typically involved creating educational blog posts, property guides, and market reports, all optimized with relevant keywords. This strategy worked well because it was:

1. Scalable: You could create content consistently over time.

2. Trackable: Analytics tools allowed you to measure performance.

3. Convertible: Educational content often led to customer inquiries and conversions.

However, AI is disrupting this model in two significant ways:

1. AI-powered search engines can now answer user queries directly without requiring clicks to your website.

2. AI can generate human-quality educational content, making it increasingly difficult to stand out with generic informational articles.

Introducing Example-Driven Content

To thrive in this new environment, real estate agents need to pivot to a content strategy that AI can't easily replicate: example-driven content. This approach combines:

1. Educational content

2. Sourced, real-world examples

3. Strategic keywords

The key differentiator is the inclusion of unique, sourced examples that bring your educational content to life. These examples aren't readily available online, making your content more valuable and harder for AI to replicate.

Implementing Example-Driven Content in Your Real Estate Business

Step 1: Hire a Dedicated Researcher

Consider hiring a full-time researcher or "internal journalist" whose primary role is to:

• Interview local homeowners, buyers, and sellers

• Research historical property records and neighborhood developments

• Connect with other real estate professionals for insider insights

• Dive into local archives, newspapers, and community resources

This person will be responsible for uncovering unique stories and examples that you can weave into your content.

Step 2: Create Content Themes

Develop a list of content themes relevant to your real estate niche. For example:

• First-time homebuyer success stories

• Unique property transformations

• Neighborhood revitalization projects

• Local market trend analyses

• Investment property case studies

Step 3: Blend Education with Real Examples

For each piece of content you create, incorporate the sourced examples to illustrate your points.

Here's how this might look in practice:

Traditional SEO Article:

"5 Tips for Staging Your Home to Sell Quickly"

Example-Driven Article:

"5 Home Staging Secrets from [Your City]'s Fastest Sales: Real Stories and Expert Tips"

In the example-driven version, you would include:

1. A brief interview with a local homeowner who sold their property in record time

2. Before and after photos of their staging process

3. Quotes from the buyer about what attracted them to the home

4. Data on how the sale compared to similar properties in the area

Step 4: Optimize for Local SEO

While incorporating unique examples, don't forget to optimize your content for local SEO. Use location-specific keywords and phrases that potential clients in your area are likely to search for.

Real-World Applications for Real Estate Agents

Let's explore some specific ways you can apply this strategy to generate more traffic and leads:

1. Neighborhood Spotlight Series

Traditional Approach: Write articles about different neighborhoods in your area.

Example-Driven Approach: Create in-depth profiles of neighborhoods, featuring interviews with long-time residents, local business owners, and recent buyers. Include historical anecdotes, recent development projects, and hidden gems that only locals know about.

2. Property Transformation Showcases

Traditional Approach: Provide generic tips on home renovations.

Example-Driven Approach: Document real-life home transformations in your area. Interview homeowners about their renovation journey, challenges faced, and the impact on property value. Include before-and-after photos, budget breakdowns, and insights from local contractors.

3. First-Time Homebuyer Chronicles

Traditional Approach: Offer general advice for first-time buyers.

Example-Driven Approach: Follow several first-time buyers through their entire home-buying journey. Share their experiences, fears, triumphs, and lessons learned. Include quotes from lenders, inspectors, and other professionals involved in their transactions.

4. Investment Property Case Studies

Traditional Approach: List tips for successful real estate investing.

Example-Driven Approach: Create detailed case studies of successful (and unsuccessful) investment properties in your area. Include purchase prices, renovation costs, rental incomes, and long-term appreciation. Interview property managers and tenants for additional insights.

5. Historical Home Features

Traditional Approach: Write about the benefits of owning a historical home.

Example-Driven Approach: Research and showcase specific historical properties in your area. Uncover interesting stories about past owners, architectural details, and how the properties have been preserved or updated over time. Include interviews with current owners about the joys and challenges of maintaining a piece of history.

Measuring Success and Iterating

To ensure your new content strategy is effective:

1. Track engagement metrics like time on page, social shares, and comments.

2. Monitor lead generation from your example-driven content.

3. Collect feedback from clients who interact with your content.

4. Continuously refine your approach based on what resonates most with your audience.

In the AI era, real estate agents who rely solely on generic, keyword-optimized content will struggle to stand out. By pivoting to an example-driven content strategy, you can create unique, valuable resources that AI cannot easily replicate. This approach not only helps you attract more traffic and leads but also positions you as a true local expert with insider knowledge that goes beyond what's available through a simple online search.

How can you start shifting to example-driven content?

Remember, the key to success with this strategy is consistency and authenticity. Regularly publish content rich with real, local examples, and you'll build a content library that establishes you as the go-to real estate expert in your area. In a world where AI can generate generic advice in seconds, your unique, example-driven content will be the differentiator that draws clients to your business.

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New Commission Rules Will Impact How Real Estate Agents Market Themselves

Recent industry changes, particularly the National Association of Realtors (NAR) settlement, have ushered in a new era for real estate professionals. The focus has sharply turned towards negotiation skills, not just for property transactions, but for agents' own compensation structures as well. This shift presents both challenges and opportunities for those willing to adapt.

Impact on Your Business

These changes have significant implications for how agents market their businesses:

1. Emphasis on Value Proposition: Agents must clearly communicate their unique value, highlighting specialized skills, market knowledge, and successful negotiations.

2. Transparency in Marketing: Marketing materials should include clear information about commission structures and compensation.

3. Showcasing Negotiation Skills: Agents should feature their negotiation abilities prominently, including case studies and testimonials.

4. Education-Focused Marketing: Part of an agent's strategy should include educating potential clients about new commission structures and negotiation processes.

Turning Challenges into Opportunities

Here are two actionable strategies to help agents generate more leads in this new environment:

1. Develop a "Negotiation Skills" Workshop Series

Create free, educational workshops focused on negotiation skills in real estate transactions. These could be hosted virtually or in-person, covering topics like:

• Understanding new commission structures

• Effective negotiation in real estate transactions

• Determining fair market value in a changing market

Promote these workshops through social media, your website, and local community channels to attract leads and position yourself as an expert.

2. Create a "Transparent Transaction" Marketing Campaign

Develop a campaign emphasizing your commitment to transparency and skilled negotiation:

• Create a website page explaining your commission structure and value-added services.

• Produce short videos showcasing your negotiation skills through examples or role-playing.

• Share client testimonials highlighting your negotiation abilities.

This campaign addresses industry requirements for transparency while demonstrating your expertise in the changing market landscape.

How are you adjusting your marketing and communication?

By implementing the strategies above, you can turn the industry's new focus on negotiation into a powerful tool for lead generation and business growth. In this new era, those who embrace transparency, continuously improve their negotiation skills, and effectively communicate their value will thrive.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA