Despite the continuous cycle that drives housing, there’s one commodity, arguably more valuable than any other, relentlessly in demand while in an ever-present glut. That’s information.

“As a real estate professional, if you are not helping consumers clear a path through this dense information jungle, you’re leading them — and your business — astray,” said Brett Johnson content expert with RISMedia Content Solutions.  The solution? Learn how to use high-quality content for four very specific strategic purposes. Here they are:

Earn Repeat and Referral Business. Maintaining relationships with past clients is key to repeat and referral business, but unless clients have demonstrated an interest in your services, engaging in follow-up conversations can be a challenge. You can make those conversations pertinent by sharing timely and topical information in a personally branded email.

“It doesn’t have to be all about real estate. Consider topics ranging from homeownership and health to pets and pop culture,” said Johnson.

Nurture Leads. Not every lead is ready to act in the next month, or even the next year, so it’s important for real estate professionals to have a system that maintains connections long-term. Ongoing communication is essential, but weekly market reports will mean little to those without an immediate need for your services.

To avoid working against a promising relationship, touch base monthly with an email brimming with real-estate related consumer information, such as “Seven Costly Mistakes New Homeowners Make” or “Escrow and its Role in Real Estate.”

“Pertinent information designates you the go-to source for all things real estate,” said Johnson.

Wow Visitors to Your Website. Because over 90 percent of home buyers use the Internet to search for their dream home, your real estate website must be a one-stop shop, complete with content, to effectively capture business.

In addition to links to the latest listings and video, pack your site with timely news stories, consumer-facing video tips, a glossary of real estate terms and a Q&A section. “These features will help you retain visitors,” said Johnson, “and stand out in a sea of real estate websites.”

Become Search Engine-Friendly. Did you know Facebook’s algorithm gives preference to high-quality content? Or that Google separates video results in searches? These features are the mark of a concerted effort to deliver the most valuable information the Internet has to offer.

Johnson suggests you find a source of free or paid content that works for you and make sure it’s updated regularly.

BOTTOM LINE: There is no substitute for branding and consistent marketing, and content is the easiest way to separate yourself from the crowd.

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