That fact that you’re asking, “Why do I need a Content Goldmine?” is significant. Rather than dismissing the idea as not for you, you’re looking for the reasons why it will benefit you, your brand and your business’s bottom line.
Well, I don’t want to keep you waiting. Here are the main benefits of building a content goldmine for your business.
A content goldmine:
- Positions you as an expert
- Makes you a credible source of information
- Builds trust with your perfect prospects and clients
- Builds rapport with your audience
- Solve the problems that keep people up at night
- Builds brand presence
- Keeps your brand top of mind
- Attracts Hot, Qualified Leads
- Makes getting contact details simple
- Nurture leads to hotter prospects
- Allows you to follow up automatically for several months
- Generates more sales for your services
- Builds a community
- Makes your social media more interesting
- It makes you easily findable on Google
Look, there’s more, but I think you’re getting the idea.
If you’re a property expert and you do not yet have a content goldmine, you need to start. Now.
Once your content goldmine is up and running, lead generation will be the least of your problems. You will literally need to start figuring out how to qualify your leads before speaking with them so that you’re not wasting each other’s time. That’s how effectively your content goldmine will spread the word about your brand and services.
The Golden Ticket to Property Lead Generation
If you’re unfamiliar with what a content goldmine is, you should start with the WHAT IS A CONTENT GOLDMINE? post.
Once you’re up to speed on what a content goldmine is, you can carry on with this post.
It’s Not Just Content; It’s Your Arsenal
I suspect that more property professionals don’t already invest in a content goldmine because they think it’s for “bigger businesses” or companies with “huge budgets”.
While it’s true that many big businesses with huge budgets use content, there is an excellent reason they do so.
IT WORKS.
But a huge pile of cash isn’t a requirement.
When you build a content goldmine, you are making a branding and marketing machine that will continue delivering benefits for many years. Even if you eventually decide to stop adding to it, you’ll still reap the benefits for a very long time afterwards.
Why would you wait to create a content goldmine for your business? As soon as you’re established, get started. Now is always the best time.
Picture This: A Look At Successful Content Goldmines In Other Industries
It may be that you’re already aware of companies that produce content to attract their perfect prospects but aren’t aware of it.
If you think about some of the companies you already use regularly, there is a good chance they are content providers.
Let’s start with a couple of easy ones:
A bit obvious? Sure, but these two platforms provide a lot of content. No surprises there since they have a lot to offer, and in the case of YouTube, it might not be so obvious how to get started.
But what about something a bit more random? How about DIY stores? Would B&Q or Wickes see the value of content creation?
Hmmm, okay, what about a coffee shop? What could they possibly write about?
Since property professionals are mainly service providers, let’s see if we can come up with any other blogs from other service companies you might have heard of.
It doesn’t matter what sector you look at. If you want to find the people considered go-to experts who can solve your problems, they all create content.
It’s not a big surprise when you consider the list of benefits we started with at the top of this post.
Oh! Did you think there weren’t any property agents out there also creating content?
Maybe you’ve heard of a couple of them…
Now, while many more agents are creating content, very few of them would be considered a content goldmine.
While these agents’ blogs are producing content, I would argue that they could all do a better job of attracting their perfect prospects a whole lot better than they do. Savills, which is the best of these and has by far the most content, still doesn’t use its content as an expert online marketer would.
As a brand-building exercise, these blogs all do a great job. If you want your content goldmine to do the same, you could do worse than modelling these blogs.
However, you’ll need something more if you want an automated lead-generating machine that attracts your perfect prospects.
Oh! And if you’re thinking for some reason that you’re not in the same league as these agents, I’ve got news for you. In the 21st Century, it doesn’t matter how good you are. The best-known agent is the one who will win.
A content goldmine is the best way to stop you from being the best property expert nobody has ever heard of.
Prospecting for Success: Why Property Professionals in the UK Need a Content Goldmine
If you work in the property industry, you are automatically assigned several attributes that aren’t the most flattering. This is particularly true if you are an estate agent.
Some of the top complaints about agents are:
- Poor communications / Lack of updates
- Too expensive / Lack of value
- Poor valuations / Using pricing tactics to win business
- Poor transparency / What do you do anyway?
Regardless of whether you’re guilty of all, some, or none of these issues, you’ll often have to contend with these unspoken objections.
The role of content: How a Content Goldmine can solve these issues
If you are one of the better agents and ensure that these are issues that can never be levelled at your service, then you need to tell the world about it. Literally.
When people have issues or concerns about avoiding an unresponsive agent, finding an agent with reasonable fees, or preventing a slow sale due to unrealistic pricing, it is only expertly produced content that will dispel their fears.
If you think about it for a minute, it seems obvious. Doesn’t it?
How many people who are thinking about buying, selling, or investing in a home are going to call a business and say, “I’ve heard there are some pretty crappy agents in this area! Are you one of them? What have you got that will convince me I should work with you?”.
Very few, right?
We’re in the UK.
People tell businesses what they think of them with their actions. That is to say, you’ll never know if they could have been a prospect or a client. You’ll never get the opportunity to state your case.
The trust factor: Building credibility through quality, resourceful information
When people have concerns today, they SEARCH for answers. You’re out of the running if you don’t show up when they go looking for those answers. That’s it, you’re done, you’ve blown it.
On the other hand, if you’ve put in the work and built a content goldmine and are now showing up when people look for answers, it’ll be congratulations all around.
You are now one of the few agents with a chance of getting a call out of the blue or an unannounced visit to your shop.
Turn Your Property Listings Into Pure Gold
Another advantage you’ll gain over other agents is learning what messages and problems resonate with your perfect prospects and clients.
As you create more and more content, you’ll get better at using descriptive, emotive language, which can boost clicks and engagement. Your stats will tell you what works the best.
Visual splendour: Leveraging photography and video to elevate your content and listings
When you get creative with your words, your creativity will likely spill over into other areas of your business.
One of the core elements of a content goldmine is storytelling. As you get better and more able to tell your stories and paint a better picture with your words, this will undoubtedly give you ideas for better photos or videos to market your client’s property.
What better way to stand out than by taking better photos and using more descriptive stories to convey an emotional attachment to an inanimate object (also known as a house 😉)?
From Prospects to Profits: Content Goldmine Benefits Unveiled
If you want increased inquiries and instructions, your content goldmine is what will drive those stats vertically.
While it is possible to achieve success without a content goldmine, it will take a lot longer and cost much more than it will with one.
If you’re happy paying the ever-increasing costs of Facebook, Google, and property portal ads while the quality continues to fall, then you’ve done your due diligence, and maybe building a content goldmine isn’t suitable for you.
If, however, you want to decrease your ad spend overall and reduce the cost per lead while increasing the quality of each lead, then building a content goldmine will deliver that for you, as well as all the other benefits we touched on at the start of this post.
Enhanced brand image: Become the go-to source for property know-how
You need to bring something to the table to be the best-known, most trusted agent in your area. A content goldmine will do that for you in the form of value, and lots of it.
Taking your existing knowledge and experience and making it available for your perfect prospects to consume any time of day or night will elevate you to the go-to property expert for your services.
At the same time, your systems will nurture your perfect prospects into hot leads ready to jump in at the earliest opportunity.
Brand awareness, trust, rapport, and a sense of calm will all be at their peak when you speak to your hottest lead for the very first time.
Finally, you’re referral rates should increase, and your customer retention should also increase at the same time. If the average time between moves is around 8-10 years, then you might get clients asking for you 3 or 4 times, as well as telling everyone who will listen that you’re their go-to property expert.
No Pickaxe Required: How to Start Building Your Content Goldmine
Now, if you believe that a content goldmine will be the best thing for your business since you started it, you might wonder how much it will cost to build this fantastic marketing machine.
Well, I bet it’s much less than you might think.
If you wanted me to teach you how to build a content goldmine 1 to 1, you’d probably guess about right; it’s more than a few quid.
But, I decided to turn my high-ticket coaching programme into a book.
Yes, you can buy the entire process of how to build a content goldmine for just £6.95.
If you decide that you want to get my help after reading Automated Property Leads Forever, at least you’ll know exactly what a content goldmine is, and why you need one, and we can get you set up very much faster than if I had to teach you everything from scratch.
So, I wish you all the very best on your journey to being the best-known, most trusted agent in your area. If you do need my help, you can ask on one of my socials, or book a call by clicking Coaching on the menu above, and I’ll see you soon.
Enjoy the rest of your day.
