If you are involved in real estate marketing in any capacity, you have heard the buzz about how important content marketing is to your lead generation efforts. By creating valuable content that can be shared through social media and other mediums, real estate agents can show their market expertise and provide information for potential clients. Then, by creating calls to action (CTAs) on your blogs and in other areas, you can drive conversions of leads.

So, what types of CTAs work in the real estate industry? As a boutique firm in Boston’s Back Bay, we have seen huge success with the following five:

1. Off-market properties

These are great enticements for people looking for a place to live, especially in strong markets and neighborhoods where inventory might move quickly. By offering them options that are not “listed on the open market,” you can show that you have your thumb on the pulse of the market in which you work and even listings that no one else has.

2. Homebuyer classes

These are an excellent offering that gets you face to face with potential clients. By offering free classes on a regular basis (we recommend monthly), people will be able to come learn about the homebuying process in a casual and informative way. This is also very “shareable” content, as people might know someone they hear is possibly buying.

3. “Sneak peek” guides

Offering insider information on upcoming condo projects or other developments can show you have market knowledge. Also, by providing concrete information on pricing, finishes, floor plans, etc., you can be a one-stop shop for information on an upcoming development.

4. Webinars

These prerecorded seminars are great offerings that appeal to a potential client’s senses outside of just reading text. By recording your voice and a presentation, they are starting to build a rapport with you as an agent. You are also able to provide more dynamic multimedia information through this medium.

5. Market stats

In most markets, it can be laborious for people to track down neighborhood-level details about transactions each month. Many people are “numbers people” and like this type of information when making a decision about where to live. Providing this information to them can save them time and create value for potential clients.

These are great CTAs to attract leads that we have seen great success with at Charlesgate Realty. Each offers a different value to the consumer that gives them information and showcases the agent as a market leader. Take the time to deliver focused CTAs with cleverly designed images.

With over 10 years of experience in real estate marketing, Gregory has worked with top firms in Boston and Cincinnati, where he was raised. After completing his MBA at Xavier University, Gregory entered the world of real estate and successfully earned top Realtor awards for sales his first few years. Transitioning to a marketing role, he has worked in content and social marketing, SEO, Web development and branding for top firms around the country.

Email Gregory Kiep.

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