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Savvy Marketing: Content Marketing vs. Content Shock!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

The dictionary defines content marketing as:" marketing to attract customers by distributing informational content potentially useful to the target audience. This is in lieu of advertising products and services in the traditional way.  Instead it is done through blogs and email newsletters."

 

 

Writing blogs without focus and publishing general content on a daily basis is referred to as creating "content shock" for the consumer.  The consumer is overwhelmed by the amount of information, and cannot keep us with it.  

 

 

For instance, we had been subscribed to a travel site to stay on top of airline deals and regulations. This site had so much information with hundreds of links. We were overwhelmed as each link also lead to advertising. We finally unsubscribed, we can find the same information without content shock.

 

 

Put yourself in the shoes and the mindset of your target market.  Assess their most pressing needs.  A buyer ready to buy now has numerous questions and very specific requirements. 

 

 

For example, if the buyer is looking for a home with a pool or even more specifically an infinity pool, you might want to write an article / blog post about infinity pools, and link to specific MLS listings on your website.

 

 

What makes a home unique is interesting content.  One of our client's listings of a custom built home on the beach had built-in dog showers in their laundry room. The sellers had two standard poodles who loved to dive in the ocean and roll in the sand.  That  feature caught the attention of a buyer who also had similar dogs.

 

 

When we lived in Napa, wine cellars were a big draw for home buyers.  Content on wine cellars was a popular topic in blog posts, as was "room for a wine cellar". That type of post can evolve in a series of blog posts on the subject.

 

 

Focused content leads to interest, which may lead to a sale for you.  When you are discussing your marketplace, your local events, facilities, your listings do it in a friendly engaging manner.  Don't pitch, attract!

 

 

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                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (51)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® I once saw someone have the assistant copy the whole restaurant section from the phone book on their website, this person wanted to be the end all be all. expert.  A

May 04, 2021 07:34 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib That has been my experience also.  A

May 04, 2021 07:35 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Paul S. Henderson, REALTOR®, CRS Tjhank you for your comment.  Wishing you a great week. A

May 04, 2021 07:35 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

You have to really know what you're going after in your marketing or else it has no meeting, in my experience as well

May 04, 2021 10:25 PM
James Dray
Fathom Realty - Bentonville, AR

Morning Alexandra.

We see it all the time.  I've blocked or canceled so many companies that just overload me with data I don't need, or want.

May 05, 2021 12:06 AM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ
602-380-4886

I so am on the same page with you regarding 'contect shock'.  Once I get on a site with content shock - I'm off it.  Simply too much stuff going on that it's difficult to nail down what I am looking for specifically.  Really great post Ron and Alexandra!

May 05, 2021 04:09 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

I think you are on to something with your view of "content shock," Alexandra.  I think your views are especially true with older people.  They just want the facts, not a lot of fluff that gets lost in translation!

May 05, 2021 06:46 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

May 05, 2021 06:46 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

There are a lot of nuances  for both. Right on the money with this one, in my humble vie

May 05, 2021 09:25 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Ron & Alexandra loved this post and indeed too much information can confuse instead of clarify.... when I get emails that are badgering me two or three every day I politely unsubscribe if they continue I block them. I am all about content marketing not shocking...Endre

May 05, 2021 10:30 PM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

I've always stuck to the belief that less is best. Keeping It Simple Sweetie - K.I.S.S. 

May 06, 2021 05:26 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Ron and Alexandra Seigel ,

Love your post and glad to see it featured! The expression "content shock" is a good one because I can feel over whelmed and unsubscribe to a newsletter because the data is overwhelming! Captivating your audience can go a long way in attracting the ones you are looking for.

May 06, 2021 05:48 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

May 08, 2021 06:21 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib thank you for including us in your Sunday list.  We appreciate it.  A

May 08, 2021 09:03 PM
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
NC Real Estate Transition & Relocation 919-602-848

Great post. I agree, if I can't find what I'm looking for quickly then I move on. That's the beauty of blogging. You can do short sweet content that shows up on search then move on.

May 09, 2021 08:25 AM
Ed Silva, 203-206-0754
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

Ron and Alexandra Seigel A lot of good information here.  Short posts on focused material will get attention and subsequently clients.

May 09, 2021 01:19 PM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate (435) 632-9374 - St. George, UT
St. George Utah Area Residential Sales Agent

You must capture potential buyers quickly and concisely or off they go! Fantastic post Ron and Alexandra Seigel.

May 10, 2021 03:10 PM
Lyn Sims
Schaumburg, IL
Real Estate Broker Retired

Info overload .... that's like when I joined a Group in FB & suddenly there were 100's of posts sent. Yikes & I left the group. Most of the time when you are looking for something specific you just get junk spammy things. Got to do it the right way.

May 11, 2021 11:02 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lyn Sims Like you there are days, when I am overwhelmed with content.  I think many are more interest in Google placement, than in their audience.  A

May 11, 2021 11:12 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I've not heard of the 'content shock' phrase--but it makes sense!  I do know what TMI is!!  Highlighting a special specific feature of a house can attract just the right buyer--I'm doing that soon with a house that  has a large workshop on the property.

May 11, 2021 12:44 PM