Content is King, But Distribution is the Trump Card

By now, you all know that when it comes to marketing, Content is King. However, proper distribution of that content is critical to your success.

Knowing what and when to send marketing pieces is critical to the effectiveness of your campaigns. And, as always, tracking and recording results makes the difference between success and failure.

Let's break your content pool down into four areas:

• Brand Marketing
• Social Media/Online Marketing
• Buyer/Seller Prospects
• Past Clients and Referrals

Your Brand Marketing message is going to be the basis for all that you do. It begins with the creation of your "brand" image, and then incorporating that core image into your overall business plan: from business cards and advertising to your social media persona and how you interact with each and every client.

While technology is the driving force behind change in the real estate industry, it is still -- and always will be -- a people business. It's all about creating and nurturing relationships. In real estate, you are building your business one person at a time.

When it comes to the Internet, being found among the real estate masses may seem impossible. Today's search engines have a trained eye and are on a never-ending search for well-organized, original, custom content. That is why Content Management is a critical part of any successful Website or Social Media marketing plan.

Online Marketing: If you are not utilizing Facebook as part of your marketing efforts, you are missing a huge opportunity. BUT, and this is a huge but, it must be done properly. Think of social media as an extension of your "Brand." (For more on Social Media Marketing, see my three-part series on Public Relations.)

Having your professional profile on LinkedIn is also a must. It is a great way to stay connected with industry colleagues and those you have worked with in the past. A good LinkedIn presence is also vital in portraying your brand to consumers first beginning their home buying or selling experience.

Get your professional profiles up and running in as many places as possible and make sure you keep them updated for new links and affiliations. While some social media may be over-hyped, it can be an effective business tool if done right.

Buyer/Seller Prospects: There is a new generation of homebuyers out there. They are called the Millennials. They are young, on the move and are ready to act in an instant. A recent report by NAR shows that Gen Y comprises the largest share of home buyers at 31 percent, followed by Gen X at 30 percent. That's 60% of your market.

Lawrence Yun, NAR chief economist, said the Millennial Generation, which is under the age of 34, is now entering the peak period in which people typically buy a first home. "Given that Millennials are the largest generation in history after the baby boomers, it means there is a potential for strong underlying demand. Moreover, their aspiration and the long-term investment aspect to owning a home remain solid among young people," he said.

So what does all this mean? It means a huge opportunity for those who embrace this new technology... and can cater to both markets: the younger generation of buyers and the older generation of early boomers and retirees. Make sure that all your marketing efforts targeting Millennials includes information that is easily accessible across all platforms (especially mobile) and includes a wealth of resources that will always bring them back to your websites or lead capture forms looking for more info.

Past Clients and Referrals: If you have done your job right over the years, these are the people that are going to make up your seller pool. As you market to the younger crowd in your efforts to obtain new buyers, you need to stay in touch with your past clients for two reasons: new purchases and referral business.

With the typical buyer being involved in from three to five purchases over his or her lifetime, staying in touch makes good sense. These are people you treat like friends. Enroll them in a good client follow-up program, send a card on their birthday, and drop them a personal note on special occasions.

Lastly, make sure you personally ask them – at least once a year – if they have a friend or relative who is thinking of buying or selling a home. The biggest failure most agents make is not asking for the business. Don't let that be you.

To view the original article, visit the WebsiteBox blog.