A Day in the Life of an Inbound Marketing-Savvy Real Estate Agent
By Matthew Bushery
About Inbound Marketing
Inbound marketing is becoming a major business tactic for many real estate agents working today — as should be the case, given that statistics show:
- Blogging secures 97% more inbound links for brands and professionals.
- Roughly 60% of consumers feel better about companies that produce custom content online.
- The six biggest social networks garner roughly 2.5 billion monthly active users.
What is inbound marketing? In short, it’s marketing that employs tactics like blogging, landing pages, and email marketing as well as paid advertising opportunities like pay per click and social media ads. Over time, these inbound practices bring in website traffic, social media followers, and qualified leads.
And inbound marketing needs to play a big (and constantly growing) role in your real estate marketing and sales.
To give you a sense of how experienced agents use inbound marketing for real estate on a daily basis, we’ve lined up a pretty comprehensive (but easily attainable and manageable) schedule of how you should spend your day to become an inbound-savvy real estate agent.
7:30 a.m.: Evaluate social media activity during breakfast.
Start off the day with a simple and fun task: checking up on social media and your site’s analytics.
Survey how the previous day’s tweets, status updates, and other messages performed. Each social network requires different methods for evaluation, but each offers its own proprietary analytics that can help you keep tabs on who’s following you, retweeting you, and sharing and consuming your content.
“Success in real estate marketing is all about being unique and consistent.”
— Kim Colaprete
For Twitter, figure out which tweets were viewed, retweeted, and favorited the most, and respond to anyone who replied to one of your tweets or sent you a private message. Social media engagement is a prime lead generation method, so reply quickly to those who interact with your account. On Facebook, see how your status updates performed and what traction your paid ads received (if you advertise here, that is). With LinkedIn, check for clicks, impressions, interactions, and engagement for your updates. And with Google+, determine who’s added you to their circles and shared your content.
8:00 a.m.: Plan social media posts for the entire day.
Now that yesterday’s activity has been examined, focus on today’s messaging. Use Buffer, TweetDeck, Hootsuite, or any other social scheduling platform of choice to organize your posts for each site. Perhaps you could retweet some of the top real estate minds or curate blog posts featuring the latest industry news and publish the content to social.
Whatever you post, just be sure to spend time finding the right content for your social channels. It pays off for marketers in all industries and fields to spend time reviewing their online marketing efforts, including and especially social media:
Integrate your posts early in the day so you don’t have to worry about posting later, but schedule them for release throughout the day. Also, include links back to your real estate website, including your blog and landing pages, in practically everything you post. This is one of the best ways to secure higher traffic to your site. Just be sure the links relate closely to the social content you publish.
If you need some inspiration for your social media posts, there are plenty of real estate agents who have shown they’re adept when it comes to maximizing their social presence. For instance, take Mona Koussa of eHomeSurf Real Estate in California.
Mona includes photos of her local market, info about her listings, and shares content related to real estate, business, her area, and fun tidbits homebuyers and sellers would find interesting on her Google+ page:
Numerous other examples of top-tier real estate social media profiles can be found in this recent Academy post.
9:15 a.m.: Inspect your real estate website and social media metrics in Google Analytics.
Take a deep dive into metrics for your website by using platforms like Google Analytics to see which channels are performing best and should have more time and energy dedicated to them.
Pay attention to visitors, unique visitors, page views, bounce rate, traffic source (i.e. referral and search), and average time on site. You can even sync your Facebook and Twitter accounts to analytics to get a more intricate view of how your posts and tweets are performing.
If you have time before meetings and other business chores for the day, create a report in Analytics to discover the previous week’s or month’s totals and percentages for each metric so you have a clear view of how to adjust your site.
10:00 a.m.: Check in with clients and leads in your CRM.
Now it’s time to reach out to clients and leads to plan your schedule for the day. Follow-up with buyers and sellers to learn their preferred next moves — everything from showing listings to buyers, to setting up open houses for sellers.
If you don’t have any clientele at the moment, then lead follow-up becomes the most important priority. Comb over your customer relationship management database (CRM) to determine who is next in line to be contacted. Look for qualified leads, particularly ones who filled out a form on your website to receive content or signed up for your email newsletter. Five in six companies have some form of lead scoring set up, so if you aren’t able to separate the bad leads from the good ones, begin using a lead-scoring system.
Luckily, there are also plenty of inbound methods you can use to bolster your lead generation, including pay per click (PPC), webinars, and even blogging — the latter of which secures quite a bit of traffic and leads for brands of all sizes.
1:30 p.m.: Write or curate a blog post after lunch.
After lunch and taking care of other daily tasks, it’s time to get a little creative and produce and plan some blog posts. Publishing regularly to your blog is very advantageous for agents. If writer’s block hits, like it can for many agents, not to worry: Find another article you enjoyed reading online and curate it for your blog. Reference the focus of the post in question and add your own personal commentary to make your post unique. This is an excellent way to still fill your content with SEO-rich content without having to expend too much energy or time.
There are several other types of blog posts you can produce that can bring targeted visitors in, assuming you perform comprehensive keyword research for your posts and optimize them accordingly:
- Newsjacks: Find an interesting topic related to real estate, general business, marketing — whatever subject strikes a chord with you and that your audience would find interesting. Then, write your thoughts on the matter in question.
- “How-to” posts: Buyers and sellers tend to have a lot of questions about securing mortgages, maintaining homes, and paying insurance, among other matters. Find out what your clients and leads want to know and help them out with articles that can guide them.
- List posts: If you’re a fan of BuzzFeed, then you already know how well this type of post performs online. Think of any real estate-related topics, like the most beautiful homes in your market, or something your audience would enjoy, such as the best places to grab a burger or go for a night out on the town.
In any content you have, answer a question your audience has or inform them of something that interests them. A great example of a real estate agent excelling with their blog is Alex Clark of TheFrontSteps.com real estate firm in San Francisco.
Here’s a snippet of a few posts atop Alex’s homepage: one detailing an intriguing real estate transaction, another about a recent industry shake-up, and one about the national housing market — each of interest to many buyers and sellers and, undoubtedly, fellow industry insiders:
In addition to focusing on the core content of your posts, add calls to action (CTAs) to each one. These are essentially short text or images with text that tell readers what actions they can take to learn more about the subject matter in the post or some aspect of your business that relates to it.
For example, if you write a post called “The Top-10 Most Famous Homes in [Your Market Here],” put a CTA at the end of the article that leads readers to a landing page featuring notable listings in your market. This is how you’ll gradually grow your lead database over time.
“Infuse your marketing with your passion for real estate and life.”
— Nicole Nicolay
2:30 p.m.: Brainstorm some ideas for long-form content.
When you’re done publishing your content, brainstorm blog topics for the week(s) ahead. Even consider long-form pieces of content you can develop.
Reports, ebooks, infographics, and whitepapers may sound too boring for your audience, but there are plenty of ways to jazz them up and make them appealing to buyers and sellers. For instance, whitepapers these days aren’t white at all: Many sites, apps, and software programs offer tools to uniquely style and structure your content, like Infogr.am and Visual.ly.
Don’t think you have to spend too much time researching content to include in your long-form content. Examine popular real estate blogs, websites, organizations, and companies that regularly produce data to determine what you can incorporate in your content and prioritize your content creation for the upcoming weeks. You can even find inspiration for your content from your short-form pieces, like blog posts and interviews. Just know that creating this kind of extensive content reaps benefits regarding search results:
4:30 p.m.: Organize your email marketing campaign over coffee.
After your coffee meetings with clients and showing off some listings, look over your email marketing campaign to ensure everything is in order. There are generally a handful of email types agents should send leads, so analyze how each of those has performed.
In short, take stock of what you’ve sent recently and what you should send soon, based on your email analytics. Use software like InfusionSoft, MailChimp, or Constant Contact to keep tabs on how each email performs, including which have the highest clickthrough rates and lead to the most traffic back to your site.
5:15 p.m.: Update your IDX listings and webpages to end the day.
The final task of the day involves the core component of your real estate marketing: Your real estate website. Update your IDX listings accordingly, including modifying copy for any existing listings that require updates and adding new listings with photos. Once your IDX is adjusted, head to your other webpages, which have a big impact your inbound ranking. Update any copy as needed.
If your traffic numbers were low compared to previous weeks and months, use Google’s Keyword Planner tool to figure out which keywords are popular and low competitive, and incorporate new terms across your site. Also, if you have a new offer for your audience, set up a dedicated landing page for it. Just make sure it’s structured well, meaning it will help convert site visitors into leads.
Ensure all of your inbound marketing efforts are in order by using our Inbound Marketing for Real Estate Checklist.
How do you use inbound tactics in your real estate marketing? Share what works well for you in the comments below.
Published on August 8, 2014
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.