Why commercial real estate brokers need a killer content strategy
Competitive, driven and perpetually auditioning: these are the universal traits of sales and leasing agents seeking new clients and closing deals. How they go about securing the next big break is entirely up to them.
Some shy away from the spotlight, opting for traditional cold calling and an expansive network to guide them to their next tenant, real estate listing or transaction. Others are media magnates hoisting themselves into said spotlight to obscure their competition. Most fall somewhere in between, casting a shadow without stealing the show.
This is the newfound theater of commercial real estate marketing. Blogs, social media posts, Medium articles and case studies provide an outlet for brokers to dispense invaluable wisdom about their area of expertise. Not enough to render their services useless, but just enough to stop someone in their tracks and mull over the points made. Without content, no one will stop at all.
Plug a few sentences into LinkedIn or Facebook and click Post. That's it. Once the content is out in the world, connections will read it, colleagues will share it, industry insiders will debate it and it takes on a life of its own.
To put content marketing another way, an investor will tell you the best income requires the least amount of effort to earn. View content as the marketing world’s passive income.
If you were a business seeking a new location or a landlord hoping to fill space, who would catch your eye first? The silent dealmaker or the pundit offering guidance about absorption rates and retail trends? Out of sight means out of mind for prospects.
Constantly in and out of the office, brokers’ fast-paced lifestyle does not guarantee an email will be read, let alone the time and energy it takes to create a robust content marketing strategy.
That’s where I come in. I help individuals and businesses achieve the passivity of content marketing so pounding the pavement can become a thing of the past.
How can I help you with your content marketing needs? Contact me at julianne@contentbyjulianne.com.