Content Marketing Strategies for the Referable Agent

By Lisa Schultz

There’s no denying that technology has changed the face of the real estate industry.

However, the business of referrals is still a tried-and-true method for creating a successful book of business. In a sea of websites, blogs and social media that provide an endless – and oftentimes overwhelming – barrage of information, it can be difficult for a real estate professional to stand out from the competition, or even to get noticed. Content marketing has become an increasingly useful tool for agents looking to separate themselves from the pack.

What exactly is content marketing?

At its very core, content marketing refers to any marketing strategy that involves the creation, publishing and sharing of unique content in order to acquire and retain customers. Content marketing entices the customer by providing valuable and relevant information specifically tailored to the desired audience, with the objective that the customer will then engage in a profitable action. Content marketing comes in many shapes and forms. You’ve likely seen content marketing in action, but may not have realized it. Content marketing typically includes websites, blogs, infographics, podcasts, videos, books, newsletters and photographs. Put simply, if something is considered a piece of content, it can be included in your content marketing strategy.

How can agents use content marketing to become more “referable”?

Content marketing goes hand-in-hand with what I like to call “referability.” Use great, unique content to your advantage to increase the likelihood business will come your way. Begin by getting to know your clients and how you can create or share appealing content to appeal to their needs. For example, if you’re working with a first-time homebuyer, compile a “beginner’s guide” and send it to your buyer. This is a piece of content you can use over and over with multiple prospects. If you’ve already successfully closed a home sale, send your client a calendar of interesting events in their new community.

Drive traffic to your website through your blog by providing information that’s interesting to all your target markets. If you know your clients are planning a trip, send them a guide or article you found online about their destination. Taking the extra step to provide your clients with useful, timely information is the perfect way to differentiate yourself from your competition. In return, your clients and prospects will be more likely to refer you to their family, friends, coworkers and sphere of influence because of the extra care you put into developing a relationship that is mutually beneficial.

LISA SCHULTZ is the content marketing specialist for Berkshire Hathaway HomeServices California Properties in San Diego, CA. To contact Lisa, email

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