RAT 148 - Marketing Content Guide

Free guide to help estate agents write your own marketing content

Part of my job is to help estate and letting agents create distinction. But communicating that distinction in an engaging, persuasive way can be easier said than done, especially when your skills lie in agency, not journalism!

Yet content is now an indispensable component of the marketing mix in estate agency. Without well-written copy on your website, blogs, email marketing, social media marketing, newsletters, flyers, etc all you have left is pictures of property. Boring! 

In your quest for instructions, you first need to engage with a wide local audience, on their terms. To do this, you need to be generous with your advice, comment and opinion. Your own personality and expertise must shine through whilst simultaneously handshaking with your brand.

But all this can be counterproductive if your content it is not consistently interesting, meaningful, well-written and consistent. What are you actually saying? Are you pushing too hard, or not hard enough? The acid test is whether, on reading one of your articles or blog posts, the reader feels they have learnt something new and they even look forward to receiving the next one. Then you have them!

I am currently writing a white paper for estate agency marketing content, based around 29 mistakes estate agents frequently make. You're welcome to check out the first nineteen HERE.