Essential Content Plan For Estate And Letting Agents In 2021

Let’s be honest, 2021 cannot quickly enough.

Of course, it is fair to say the housing market is ending 2020 on a strong note. The stamp duty holiday has encouraged many people to move, and many estate agents have been busy.

However, this isn’t going to last forever, and there are some gloomy industry predictions for the housing and letting market in 2021.

You could throw your hands up now and admit defeat, or you could decide with appropriate action, you have a chance of achieving success, even in a challenging year.

If you are an estate or letting agent, you likely know the importance of preparation. You don’t just throw a property listing online and hope for the best, there are at least a hundred steps before you reach this stage.

It is the unseen work that makes your clients feel selling or letting property is an effortless task.

This is the same as content planning for estate and letting agents.

If you expect to come up with great ideas each day, amidst all the other tasks you need to take care of, you are going to fail.

However, when you consider your content in advance, and you create a content plan, you enhance your chances of success.

At Agent Media, we are pleased to say we’ve worked with many estate and letting agents on content. We still believe blog content underpins all your content activities, as this boosts SEO and drives people to your site. Your blog content is the base which drives your social media activities, and works to move people from social sites to your website.

What should I blog about?

It is natural to question “what should I blog about?” but if that is your approach, you are starting off on the wrong foot.

It is always best to think about what your audience wants to hear. As an estate or letting agent, you’ll find your audience mainly wants to read about:

  • Local property news
  • National property news, and how it affects the local market
  • Local news that affects their life
  • Information about the agent who helps them with their next property move

Each agent might have an audience that is looking for something unique, or a variation of one of these themes, but largely, these are the main topics you should cover.

You’ll be surprised at how many relevant stories there are, especially when you can place your own slant on it, or slant it to engage your audience.

You should post consistently, and most importantly, be active

One of the most important ways to approach using Facebook for business purposes, is to consider how you approach it as a customer.

Many of us are using Facebook to check out businesses online. Whether this is to properly research a company or just check out opening times, an increasing number of people are searching for companies on Facebook.

If you land on a business page or profile, and there is no content, or the content is months or even years old, what are you going to think?

You are going to question whether the company is still operating. You aren’t going to jump in your car and head over to their premises, you will likely start searching for alternatives in the local area.

This is the same way people will approach your business. If you aren’t posting content on a regular basis, you run the risk of losing out on clients. So, you must post regularly.

However, you don’t want to post poor quality content or information that doesn’t relate to your business. The content needs to relate to you, your business, and your audience.

Posting no content is bad for business, but posting irrelevant content is almost just as bad. Therefore, you need to post often, and post well, and this is why having a content plan makes sense.

What social content do you need?

Informative posts. It is good to keep people informed of what you are doing, your business hours and any special events or offers you are running. Your social media pages allow you to connect with your audience in real time, so when changes occur in your business, let people know.

Answer the questions your audience has. All customers have questions, and many customers will have the same questions. Your posts should answer these questions, and in doing so, you will please people, as well as positioning yourself as an agent people trust.

If you don’t know the questions are most likely to ask you, start asking your audience what questions they have!

Images. If you only write and share posts that are text-only, people will become bored very quickly. You’ll even find you have a limited reach, because the social media algorithms favour images. They favour images because this is what people connect with.

As an estate or letting agent, you should have no shortage of images you can share with people. Show photographs of the homes you are selling or letting. Share pictures of your local area, of your team, of your business premises.

Add some personality. As a business account, you need to be mindful of what you post and share. Always think to yourself before posting, “is this professional?” If it isn’t, don’t post it. However, it is good to share a little bit of your personality, and to share insight into your team.

People trust and like people, not businesses. As an estate or letting agent, you are assisting people with the biggest decisions they’ll make in their life, and this means they need to trust you.

So, create content that allows people to know the person, as well as the professional.

Video content is liked by social media algorithms, it engages your audience, it is easy to share, it

Frankly, the number of positive reasons why estate and letting agents should use video runs for days, so it is best to understand, video is an essential component of your content plan for 2021.

Lead magnets should be a vital component of your content, because it provides your audience with reasons to like you, and it helps them get to know you.

It is likely you are competing with many estate agents. If you were in an area with no other estate agents, it is likely to mean one of two things:

1 – You are so successful at selling or letting property, that you have destroyed your rivals, and no one wants to take you on. If this is the case, congratulations, but also, if this is the case, you don’t need to waste your time on worrying about content plans, you are obviously doing everything right

2 – There is no audience for estate or letting agent services in the area, and as the only professional in this field, you are making a mistake.

So, it is unlikely that either of those two options are true, so you need to be realistic, your clients have a range of choices when it comes to choosing an estate agent.

Therefore, you need to provide them with reasons to choose you, and a lead magnet packed with quality advice or tips is the perfect way to stand out for all the right reasons.

You also need lead magnets to help you connect with people away from social media. Yes, social media platforms are great for getting to know your audience, but you want to collect their personal contact details, so you can talk in greater detail, and in a more personalised manner.

Of course, in this day and age, people aren’t going to give their personal details away for fun. People expect something in return for these details, and this is why a helpful and informative lead magnet which solves a problem is of great value.

When you solve a person’s problem, they look upon you favourably. After this, they will be far more likely to use your services or recommend you to someone looking for an agent.

There is no shortage of content creation options, and the right blend for you will depend on many things. A one-size fits all content plan for agents will help you post regularly, but it is likely to fall down on showcasing your true talents, and connecting with your clients in a meaningful manner.

How do I create a content plan?

Traditionally, you would create a content plan with pen and paper, and then the process moved up to spreadsheets!

Simply, you have a list of dates you wish to post on, you then allocate content types to a day, and then you create that chosen style of content for each day.

When you do it together in a batch, it is easier to be consistent, and you can utilise the same content in a number of different ways.

Hopefully, the following example will help you see it isn’t too difficult to create a week’s social posting from just one blog post.

If you release a new blog post on Monday, and post about it on social media that day, that isn’t you done with that blog content. On Tuesday, you could share a video about the content, on Wednesday, you could create and share an infographic, and on Thursday, provide bullet points from the blog. On the Friday, you could pull a quote or stand-out line to share on your site, and before you know it, you have a working weeks’ worth of content for social media.

Also, you can link everything back to the blog and site, so you enhance your chances of driving traffic to your site. Add in a relevant lead magnet, and perhaps even run a targeted ad to reach more people, and before you know it, you have a content plan for a week in no time at all.

You can even add in a post about your business, weekend plans or something colourful to make your schedule seem friendlier, and before you know, you have a jam-packed social schedule that helps you connect with your audience.

You’ll hopefully find content plans aren’t too scary, and if you are willing to give them a go, you can make one that is helpful for your business, and clients.

Don’t despair, help is available

Alternatively, if you understand the importance of content planning, but you cannot bring yourself to pull it all together, don’t despair. At Agent Media, we are content planning specialists, and we are delighted to say we have worked closely with many estate and letting agents to devise content plans that help them connect with clients and gain instructions.

If you are an estate agent looking to win instructions and gain new clients in 2021, you need to develop an essential content plan. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.

If you want to learn how a content plan is the platform to help you engage clients and sell or let homes in a challenging time, contact us today.