Today, we have a goldmine of information at our fingertips, but you are mining for property leads like it’s the 1990’s? Most people reading this article almost certainly aren’t taking full advantage of the technological marvel known as the internet. I want to fix that by teaching you the secrets to building a content goldmine.
Despite the post’s title, “How to Build a Content Goldmine”, this will not be a step-by-step guide.
Why?
Because it would be so long that it could be published as a book.
How do I know?
Well, I did just that. My new book, Automated Property Leads Forever, is over 300 pages, around 74,000 words, and a 5-hour read time. I will go out on a limb and say that’s probably overkill for a blog post.
Instead, I will cover the outline of what is covered in my book and give you an overview of what is needed to stand out as a property expert who can be considered the go-to expert in their area.
What is Content Marketing? What role does it play in the property lead generation space?
Before I start on how to build a content goldmine, I want to ensure you’re in no doubt as to the reason you should. You can also check out “Why Do I Need A Content Goldmine” for more details.
In the vibrant, competitive landscape of the UK’s property market, standing out isn’t just an option; it’s a necessity. Gone are the days when a simple advert in the local paper could net you heaps of inquiries and bookings. In this digital age, content marketing is the new frontier.
Just imagine, instead of you chasing after leads with dozens of paid ads that have limited effectiveness, how about they come to you? Sounds magical, right? Well, that’s the power of top-notch content! It makes your brand irresistible, positioning you as an industry authority and here’s the kicker: it’s like a magnet for those ever-elusive leads.
We’re talking blogs that educate, videos that captivate, and social media posts that go viral. When you offer value, you don’t just get leads; you get raving fans!
And There’s More
Plus, let’s not forget that the UK property market has unique quirks and local flavours up and down the country. Local SEO, geo-targeted content, and understanding the British homebuyer’s psyche are just the cherries on top of this property sundae. So, with a bespoke content strategy designed for your local market, you’re not just competing; you’re dominating!
So what’s inside this treasure chest of a guide, you ask? We’ve got the nuggets that make up the gold bars – actionable strategies and insights you can immediately implement. Whether you’re a rookie still trying to figure out your target audience or a seasoned pro looking to fine-tune your SEO strategy, this guide has got you covered.
The end result? A foolproof blueprint that leads you to a land where your inbox is full of inquiries, your phone is buzzing with booking requests, and your content is shared far and wide across the digital kingdom. You’re about to dig into a content goldmine that will transform your property business into the go-to hub for homebuyers and renters alike!
The Undeniable Link Between High-Quality Content and Increased Bookings
Consumer trust—the Holy Grail of any business venture!
But how do you transform casual browsers into devoted followers who will entrust you with one of their life’s most significant decisions—choosing a property?
The answer is as golden as our theme today: Stellar Content Quality!
Picture this: You’re browsing through two property websites. One has pixelated images, short and uninspiring property descriptions, and a blog filled with generic, rehashed tips like “Why You Should Buy a Home.” Yawn!
The other bursts onto your screen with crystal-clear images, captivating virtual tours, and blogs that answer your burning questions like, “What’s the Secret to Deciphering Leasehold vs. Freehold in the UK?” Which one would you trust to guide you through the labyrinth of property ownership?
If you’re anything like me and probably 90% of eligible home buyers, it’s a no-brainer, right?
When your content dazzles with quality, you’re not just informing but building a skyscraper of credibility. Each well-researched blog post lays another brick, each engaging video installs a new window, and every insightful infographic paints the walls, all contributing to a towering monument of trust. When people see that you’ve invested time and effort into providing value, they naturally infer that the same standard of excellence will apply to all areas of your business.
How you do anything is how you do everything.
Martha Beck
This isn’t just marketing mumbo jumbo; it’s backed by psychology! The ‘Halo Effect’—yes, it’s a real thing—suggests that our impression of one aspect of something can influence our view of the whole.
So, when consumers are impressed by the quality of your content, this positive halo radiates to your entire brand. In layman’s terms? High-quality, expert content makes you look like a total rockstar in the property world!
So, don’t skimp on quality! Think of each piece of content as a golden nugget that adds weight to your brand’s trust scale. Keep piling those nuggets on; soon, you’ll see a shift. A shift from indifference to interest, scepticism to confidence, and just browsing to hitting that ‘Contact Us’ or ‘Free Valuation’ button with giddy enthusiasm.
Yes, friends, in the world of property lead generation, content quality isn’t just king; it’s the crown jewels that turn you into the trusted monarch of your local property domain!
Why Your Competitors are Getting Ahead (Hint: It’s Their Content Strategy!)
While many property professionals have yet to grasp this strategy, not everyone is lagging behind.
While obsessing over what your competitors are doing could be unhealthy, ignoring everything they do would be a huge mistake.
What the Leaders in the Property Industry Are Doing Right
Ever wonder why some property pros are just killing it online while others struggle to keep their heads above water? It’s like they’ve got the Midas touch, turning every digital interaction into a golden lead! So, what’s their secret sauce? Spoiler alert: It’s not luck; it’s exceptional content strategy!
These trailblazers aren’t just pushing out content for content’s sake but crafting bespoke experiences.
It’s not just about the 3D virtual property tours that make you feel like you’re walking through the halls. Blogs that feel more like insider guides to the neighbourhood and social media campaigns that could give blockbuster movies a run for their money make their audience feel like they know how to provide them with what they want. And let’s not forget, they’ve got their fingers on the pulse of Search Engine Optimisation (SEO), ensuring they pop up first when someone Googles “best property agents in the UK.”
Don’t worry too much about the SEO thing, though. Most SEO elements are baked in when you learn how to create expert content.
Lack of Expert Content Means Saying Goodbye to Potential Leads
Now, here comes the cold, hard truth. In the digital arena, if you’re not moving forward, you’re actually moving backwards. Sticking to outdated methods or half-baking your content efforts is the equivalent of waving a cheery farewell to your potential leads as they trot over to your competition. In the worst-case scenario, you become invisible, drowned out by the razzle-dazzle of competitors who’ve mastered the art of content gold mining.
You see, today’s consumers are savvy; they’re information-hungry and discerning. 70% of UK buyers won’t even talk to you if you can’t be looked up, verified, and checked out online. They’ll scroll past the fluff, ignore the hard sell, and head straight for the businesses that are enriching, engaging, and educating them. So, if your content doesn’t pack that punch, get ready to see your lead pool dry up faster than a puddle in the Sahara!
In essence, lagging behind in content isn’t just a minor setback; it’s a one-way ticket to obscurity. But fear not! This guide is your treasure map, leading you away from the pitfalls and straight towards a gleaming mountain of golden leads!
The Key Pillars of Building a Content Goldmine
Ready to roll up your sleeves and dig into the bedrock of your very own content goldmine? Fantastic! But before you start swinging that pickaxe, you’ve got to know what you’re digging for. A successful content strategy doesn’t just sprout out of nowhere; it’s built on four rock-solid pillars that hold the entire structure in place. These are your golden nuggets—the critical components that’ll turn your content from drab to fab!
Understand Your Target Audience
- Who are you creating content for?
- What are their needs and interests?
- What are their pain points?
Once you understand your audience, you can make relevant and valuable content for them. Do not make the mistake of trying to appeal to everybody.
I think my favourite poet monk said it best (that really was a thing, back in the day):
“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.”
John Lydgate
Map The Content to the Customer’s Journey
Where are your customers in their buyer’s journey?
What are they looking for at each stage?
Create content that meets their needs at each stage, from awareness to consideration to purchase and beyond. This is quite a large topic, and I’ll be brief so you start to think about how this applies to your prospects and can give them what they need.
To position yourself as the go-to expert, when you talk about “the thing” that attracted them to that content, put it into the context of where they are on their journey. Let’s say, for example, you’ve created a post called ‘Everything You Need To Know About Selecting The Best Mortgage’. In it, you discuss fixed-rate mortgages, variable-rate mortgages, and government-backed schemes like Help to Buy and a dozen other considerations.
That’s great, but now when you put the customer journey into the equation, you can really stand out. Instead of only talking about interest rates, loan terms, mortgage types, credit scores and closing costs, you can deliver much more to your prospects by going the extra mile.
You are also going to discuss:
- Eligibility
- Affordability
- Related Costs
- Planning Ahead for Moving In
- Other living costs
- Lifestyle choices
- Pets / Children / Elderly Parents
The list could go on, but I hope you’re starting to get the idea. You don’t need to talk about the same things in the same way as every other broker. You can add more value by taking a step back and helping your prospects with the bigger picture. Ensure they have considered everything and help them understand where they are and what’s to come. This is what makes you stand out as the go-to expert.
Create Valuable Content
Your content should be informative, helpful, and engaging. Dah! Obviously! Well, if it were that obvious, everyone would be doing it, and frankly, I wouldn’t be creating all this content on how to do it well.
Great content should provide value to your audience, not just try to sell them something.
If you get nothing else right, getting this part of your content goldmine correct will improve your chances of showing up on Google more than anything else. Well, apart from high-value backlinks – but that’s another story which I’ve covered in the What is SEO post. Stay tuned; it’s coming soon.
Here is a quick breakdown of how you could create an expert and valuable piece of content.
- Use The Perfect Hook™ to create a fantastic headline
- Break the topic down into a series of steps
- Break each step down into a series of bullet points and actions
- Research your competitor’s content
- Review your outline and ensure it is complete
- Start writing your content based on your experience and expertise
- Include any relevant stories or learning experiences to build rapport
- Ensure you include your values where necessary
Once you have completed writing your next content goldmine masterpiece, leave it for at least a day.
Do your own review of the post and ensure you’ve not gone off-topic, used any industry terms without explanation, or used complicated words or terminology where simpler ones would be better suited. You want your content to be understood by an 8-year-old. The harder it is to read, the fewer that will stay with you to the end.
Now it’s time to get your post reviewed by friends, family, colleagues, or peers. The feedback you’ll need is as follows:
- Does it deliver on the subject?
- Is it easy to consume?
- Does it make sense?
- Is it engaging?
- Is it factual and accurate?
It’s ready to post once you’re happy that your post meets all these criteria.
Promote Your Content
Posting unique and engaging content alone isn’t enough. You need to get it in front of your target audience. Promote your content through social media, email marketing, search engine optimisation (SEO), and any other channels you use.
Your SEO efforts, while important, aren’t going to deliver results overnight. As you grow your content goldmine, your efforts will compound over time. Posting content consistently will help with this, as will getting others to send links to your content (backlinks).
If you have the means to run paid ads to your content, it does increase the speed at which your content ranks. If not, then your persistence will pay off eventually.
Your social channels will be your primary source for attracting people to your content until Google starts sending traffic your way. Don’t forget that your content can also be sent to people you’re already in contact with. Your clients will get value from it too.
Measure, Measure, and Measure
How do you know if your content marketing is working? Early in my book, I talk you through adding the Facebook Pixel and Google Analytics to your website. You absolutely have to be able to track your numbers.
Check out the guides here:
You need to track your results and measure the impact of your content. This will help you see what’s working and what’s not so you can optimise your content marketing strategy.
Following these pillars will help you build a content goldmine that attracts and engages your target audience, builds trust and credibility, and drives sales.
What More Can You Do?
When you start on your journey to build a content goldmine for your business, there are a few things I’d like you to keep in mind.
While you may have been in business and even had a website for a long time, if you haven’t been creating content, you will not be trusted as a source of information by search engines.
For you to be a trusted source of information, several things need to happen:
- Publish regularly
- Get Engagement
- Cite your sources
- Update your content regularly
- Be responsive to your audience
- Have a technically sound website (for SEO and Mobile)
- Be secure (Use SSL) and ensure there are no non-https links on your website
For Google or any other search engine to notice this pattern, you’ll need to be doing it for more than a few weeks. Please do not expect results overnight.
Some websites you’ll be competing with will have been showing up online for years. You’re not going to outrank them in the first couple of months.
While building your content goldmine and getting to grips with everything associated with making an outstanding online brand, you’ll still be able to leverage your content via the social platforms, email, messenger, and other marketing channels you already use.
Your content is a goldmine because the information is valuable, no matter how people find it. If you have to tell people about it on Facebook and via email in the early days to get people to see it, that’s fine.
This is a marketing system that will, once established, change your business forever.
Paying for Attention Vs Earning Attention
Think about it this way. If you started paying to advertise on Rightmove when they launched, you will have been paying them monthly for 24 years. From around 2007, you will have been advertising on the platform with the largest market share of advertised properties and will have done so for the last 17 years.
If you stop paying Rightmove tomorrow, how many more years will they send you leads for?
What do you mean, none? Oh! Only one month? Well, that’s to be expected, I suppose.
Now, if you had started your content goldmine in 2000, the year Rightmove launched, and only posted once per week (I recommend 2 to 3 times if you can manage it), you would have nearly 1200 expertly written pieces of content on your website.
Now, if you stopped writing posts for your website tomorrow, how many years would Google continue to send you leads?
For as long as your content remained relevant and got engagement, right?
It might be a slightly crude comparison, but I hope it makes a point. If you want to use the internet in a way that builds your brand, compounds over time, and allows you to leverage your time in multiple ways for a very long time to come, then you need to stop paying for attention, and start earning it.
Being The Go-To Property Expert
Your content strategy is not so different from how you became an expert agent in the first place. You showed up regularly, demonstrated you knew what you were doing, learnt new skills, and applied them as appropriate.
Creating a content goldmine isn’t all that different. Create new content regularly to keep your audience engaged.
Be diverse and create a variety of content formats, such as blog posts, articles, infographics, videos, and podcasts. In my book, I also talk about the various types of lead magnets you can create, adding to your list of diverse content.
Be personal and use your own voice and personality in your content to connect with your audience. Include your values and explain your thoughts and feelings about various aspects of your profession.
Be social on social media and other channels to get it in front of a wider audience. Don’t make the classic mistake 90% of estate agents make, and just use your social platforms as another property portal. Social media is for being social. Do that first and often. Then, you can also post a property for sale occasionally.
Be patient. Remember, it takes time to build a successful content marketing strategy. Don’t give up! Your content goldmine will eventually deliver a steady stream of hot, qualified leads on autopilot.
Get Started Today
If you want to build your personal brand by creating expert content to attract a steady stream of hot, qualified prospects, you could pay me thousands and join my Property Leads Accelerator coaching programme. Or, if you like a deal, you can grab a copy of my book, Automated Property Leads Forever, which contains 80% of what I’ll teach you in the coaching programme. Why not 100%? Well, I’m always learning new stuff, too, and it won’t be personalised to your business, but it will give you everything you need to know to get started.
Click the Buy Now Button.
Start Your Journey to Being the Best-Known, Most Trusted Agent in Your Area.
wpDiscuz
