Whether you’ve been blogging for a couple of days or for a number of years, you’ve certainly discovered this:
Blogging can be fun.
Blogging can be gratifying.
Blogging can be profitable.
But one thing blogging is not—when it’s done right—is easy.
So, here’s my question: Are you leveraging those fun, gratifying, and somewhat difficult to write blog posts so that they're as profitable as possible?
There are a number of ways to do make good blog posts work harder for you, including using good SEO techniques and promoting your content through social media.
But very few agents and brokers use the one technique that real content marketing professionals use to such great effect:
Recycling or Repurposing Content for New Client-Attracting Uses
Blogging is, of course, just one form of content marketing. And every time you write a good, informative post, packed with value, and offer it up to your readers, what you’re really doing is offering them a nice little sample of your real estate expertise.
Here are 7 ways you can take that same sample of expertise, package it in a different format, and have it work for you with a whole different set of prospects:
1) Custom Buyer or Seller Packages
Most agents don’t have buyer and seller packages that are customized to their particular area or to the types of properties or clients they typically work with. You could take a selection of relevant posts and re-format them into a booklet to use as a custom buyer or seller package. Or at the very least, you could use a booklet like this to supplement your current packages.
2) Open House Packets
Use the same principle as above to put together a nice selection of articles, with recent market reports, frequently asked questions about the neighborhood, etc. for your next open house or for any other type of in-person lead gathering activity you might engage in.
3) Free, Downloadable Special Reports or eBooks
Make a nice collection of your 10 best articles for buyers, for sellers (and for as many other specific categories of prospects as you can) available automatically when prospects sign up for your email list at your website or that prospects can request through your contact form. Ideally, these would be assembled into a nice PDF file, but even a Word doc could work okay.
4) Print Newsletters or Email Newsletters
If you’re not producing a newsletter to send out regularly to your prospects, your sphere, or a farm area, is it because you don’t feel like you have time to produce the content for it? Now you know that you don’t have to create it from scratch!
5) Multi-Part Email Courses or Drip Marketing Campaigns
I’ve seen a bunch of the pre-packaged drip marketing campaigns out there, and I can say that many of them are truly awful. One problem, of course, is that they have to try to be all things to all agents. But who knows your area and potential clients better than you? I suspect you could craft a killer custom campaign, following a “10 Things Every Home Buyer Must Know…” or similar model, primarily using content you already have! :-)
6) Audio Blog Posts, Audio Reports, Podcasts, Physical CDs
Now, here we’re getting into slightly more difficult, technically involved formats, and I’m definitely not going to be delving into the technical aspects today. But there are a lot of folks out there who don’t like to read all that much or just don’t have time to. Audio is a great way to reach them. And if you’re looking for ways to really start setting yourself apart from the competition, well… here ya go!
7) Screencast Videos, Physical DVDs
The technical challenges of video are a step above those of audio, but that being said, doing video is easier than ever. This is especially true when we’re talking screencast video, as opposed to “live action.” Screencast video is a lot like the many educational webinars you’ve probably sampled here and there. It’s generally just a person talking over a recorded background of pertinent PowerPoint slides or web “screen shots.”
Believe it or not, what I’ve laid out here just scratches the surface of what’s possible in terms of packaging small “samples” of your expertise into different formats and using them to attract motivated buyers and sellers—the kind who want to work with you and only you.
Remember, gaining expertise in the first place and taking the time to communicate that expertise in a way that’s helpful to others are the hard parts. Once you’ve done that, why not have some fun mixing and matching and spinning it around into different shapes and sizes to appeal to different market segments!
Did this post give you any good ideas on how to re-use some of your old content? Have you ever done any of this type of “repurposing” before?