Real Estate Pros Podcast: For Real People Working in Real Estate

In real estate, we create a lot of content. We print a hell of a lot of paper with our listings, our agent profiles and calls-to-action about why someone should list and sell with us. We as real estate professionals are advertising machines.

But if we all stopped all that today, would anyone miss it? Would anyone care that their letterboxes or email inboxes would no longer be filled with our marketing 'fluff'? We would likely all agree that the answer to this question is no.

In this episode of Real Estate Pros, we discuss the difference between having a database of contacts versus having an audience of loyal fans - including a real life example of one agent who - in just 12 months after returning to the industry - has built a following of 8,000 subscribers.

Read the highlights: stepps.com.au/podcasts

With the latest changes to Facebook's algorithm, some experts and those close to Facebook headquarters are predicting that organic reach for Pages will reach 0%. If that’s true, what that means for your company Page is that if you’re not paying to promote your content on Facebook, your content will not be seen by no one.

Unless you are consistently producing viral content, it’s about to become almost impossible for you to reach your followers organically on Facebook.

In this episode of Real Estate Pros we discuss the latest official statement from Facebook regarding how your company Page reach will be impacted when its latest algorithm changes take affect in the coming weeks and months.

Read the highlights: stepps.com.au/podcasts

What about rather than trying to market directly to a large group of consumers, you instead inspire influencers to get the word out for you?

Influencer marketing is a type of marketing that focuses on using ‘people of influence’ to drive your brand’s message to a much larger audience. Rather than trying to market directly to a large group of consumers, you instead inspire influencers to share your content - which helps you to reach an audience you couldn't otherwise reach on your own.

In this episode of Real Estate Pros, I’m joined by Gia Le – a real estate professional in Perth, Western Australia. Gia shares how in just six months of starting her real estate career, she has leveraged her relationships with local entrepreneurs and inspirational business people to attract and inspire a loyal audience.

Read the highlights: stepps.com.au/podcasts

There is nothing more frustrating to the person - or persons - in a real estate business who 'get' content marketing, than to be shut down by other people in their agency who either don’t understand its impact, or think it’s a distraction. 

The best people to create content for your business are the people on the front line. If your property managers or salespeople feature in a piece of inherently helpful content in the form of a blog post, video, podcast or some other form of media, it helps establish them as the definitive authority in their local market far quicker than any advertising or promotional tactics would otherwise achieve and it lets people get to know them before they ever meet.

However, the challenge is getting these people to create any content whatsoever, or, to keep them producing engaging content, consistently over time.

In this episode of Real Estate Pros, we'll explore a simple strategy that will help you get buy-in for content marketing in your real estate business and how to inspire the nonbelievers.

With the high number of agents launching their own websites recently, we’re reminded of another mistake that many real estate professionals make when setting out to build their online presence - they don’t have a launch plan.

In this episode of Real Estate Pros, we'll share some ideas to help inspire you to launch your next real estate website with a bang!

Read the highlights: stepps.com.au/podcasts

Chances are you’ve heard about this thing called 'content marketing'. But as with what typically happens when a buzz phrase hits the industry, there are many myths and misnomers about what content marketing actually is. 

In his book ‘Epic Content Marketing’, Joe Pulizzi, the founder of the Content Marketing Institute describes content marketing as ‘the art of communicating with your clients and prospects without selling and instead of pitching your services, you are delivering information that makes consumers more intelligent or perhaps entertaining them to build an emotional connection.’

In this episode of Real Estate Pros, we'll explore the definition of content marketing, how to apply the core tenets of content marketing in your real estate business and the challenge moving forward for those who don't.

Read the highlights: stepps.com.au/podcasts.

Every year, Roy Morgan Research produce a study called the Image of Trusted Professions where they ask Australia's who they trust. According to the 2016 results, real estate agents are ranked 28 out of 30 when it comes to trustworthiness – the same result for the past four years in a row.

Instinctively, we’re all aware of the public perception of people in real estate but every year this report comes out, we’re reminded yet again of what the Australia public thinks of our industry professionals. Agent review platforms are now front and center of the real estate conversation in this country and whether you like it or not, we as real estate professionals let this happen.

In this episode of Real Estate Pros, we'll look at one stunning marketing example that fundamentally changed the perception of another industry heavyweight and the lessons for us as real estate professionals.

Read the highlights: stepps.com.au/podcasts

One of the hardest things to do as a real estate professional when it comes to marketing is to keep coming up with new content ideas for our blogs, socialmediaand email marketing campaigns.

In this episode ofReal Estate Pros, we look at four ideas for creating more relevant marketing in real estate.

Read the highlights:stepps.com.au/podcasts

It is no longer possible for people in the business of real estate to ignore the proliferation of social media – a powerhouse of engagement and connection at the world’s, and your customers’, fingertips.

This is the overarching message we received when we conducted our Real Estate Industry Social Media Marketing Report.

In this episode of Real Estate Pros, we look at the results of our research and the state of social media marketing in the real estate industry - from the perspective of real estate professionals themselves.

Read the highlights: stepps.com.au/podcasts

Is your marketing so useful that people would actually pay for it? Are you adding value outside of the products and services you sell?

In this episode ofReal Estate Pros, we look at three very different companies who dominate their competitors with highly relevant and inherently helpful marketing.

Read the highlights:stepps.com.au/podcasts