🏡 The Real Estate Marketing Update - Edition 05

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Welcome back.

We brought the heat this week and think that you're going to find a ton of value in this week’s edition.

If you missed our previous editions (there have only been 4 so far), you can check them out here.

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

Scroll down for one actionable tip, one handy tool, and one essential news story that will impact your lead generation efforts.

One of the biggest mistakes that Realtors make when it comes to online marketing is this…

You spend time, effort, and money to create a new blog post, a video, a report, or even some social posts.

You hit “publish.”

And then, you wait.

You wait for people to know about it, to see it, and to interact with it. You even wait for people to contact you from it.

And you continue to wait.

Then you get disappointed and eventually discouraged.

And, in many cases, you start to believe that content marketing doesn’t work for your business.

Well, you’re actually right. This type of “content marketing” won’t work for your business.

The reason why is this…

Content marketing is not just about creating great content or even creating a lot of great content.

Effective content marketing is about creating, distributing, and promoting your content.

We have found that you need to spend at least 2-3x the time and investment on distributing and promoting your content as you do creating it.

In other words, if you spend 1 hour writing a blog post, you should spend at least 2-3 hours sharing it in as many opportune places as possible. And if you spend $500 to create content, you better spend at least $1000-$1500 getting it placed/shared and promoted/advertised.

Don’t worry; we’re not going to tell you to do something and not share how to do it, so here you go…

For clarity, let’s assume you just published a new page or blog post on your website. Check off these content distribution and promotion steps to drive traffic to and conversions from your new resource.

This list could easily go from 19 steps to 100 steps, but we don’t want to overwhelm you and prevent you from doing even one of them.

If you want more though, then reply to this message and we’ll be happy to share some extras or even give you tailored ones depending on your content.

Think of Visualping as a visual, more helpful cousin to Google Alerts.

Note: If you’re not already using Google Alerts, you should be (at least for your name, company name, and city + real estate phrases).

Here are a few ways you can use Visualping to be a first-mover:

There are many more fantastic use cases, but these five are enough to keep you at the top of your game and your local news cycle.

We especially like and recommend the ability to track local news so that you can create a video and/or article on your website (don’t forget the distribution and promotion steps we provided above). This is a great way to become a local authority and a resource for publications that turn into powerful backlinks to your website.

What is one website you can start tracking today to help you be a first-mover?

Reply with your thoughts or questions about how to get started with a tool like this.

OpenAI recently announced its newest generative AI product for video creation. It’s called Sora and allows users to generate stunning video content (up to 60 seconds long) with text prompts.

“Sora is able to generate complex scenes with multiple characters, specific types of motion, and accurate details of the subject and background. The model understands not only what the user has asked for in the prompt, but also how those things exist in the physical world.”

OpenAI, the company behind ChatGPT and the still-image generator DALL-E, is among the many companies racing to improve this instant video generator, including start-ups like Runway and tech giants like Google and Meta. The technology could speed up the work of seasoned moviemakers while replacing less experienced digital artists entirely.

What does this mean for you?

As a consumer, expect to start seeing videos with high-production quality that are made entirely from generative AI. Very soon, we won’t be able to tell the difference between “real” and “fake” video content.

As a real estate professional, high-quality video content generated by AI will be a game-changer for your business. Beautiful community spotlights and stunning property walkthroughs will soon be created from a bit of your descriptive text, saving you hours of production time and thousands of dollars on production costs.

This innovation couldn’t come at a more fortuitous time, as video content has become necessary for most Realtors looking to grab attention, traffic, and conversion from buyers and sellers.

Unfortunately, Sora and other top-tier alternatives are not fully available just yet. However, there are a few things you can do in the meantime so you can hit the ground running with them when they’re out.

First, create a spreadsheet of all the different types of videos that your business needs. This should be a mix of property tours, community spotlights, testimonials, market reports, Q&As, explainers, and biographies of you and your team members.

Next, organize these so that it’s clear which ones require you or someone else (clients, team members, etc) to be in and which ones do not (community spotlights, market reports, etc).

Finally, for the ones that don’t require real people, start adding short descriptive video scripts (aka text prompts) that would help an AI tool to generate a video for you.

The last step will take the most work and expertise, but there are plenty of examples online to reference.

And, if you get stuck on any of these steps, then reply to this email with info on the video you’re interested in creating and we’ll be happy to share some guidance.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA