Step-by-step guide to a successful real estate content calendar

Creating a plan helps solve the 'consistency' problem

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There are three main goals when it comes to online real estate content.

The first is to build trust.

The way to build trust is to educate and inform your reader. The more fabulous content you develop, the sooner the consumer will come to know, trust and like you.

The second is to generate leads.

Without keeping your focus on turning prospects into customers, creating content becomes nearly pointless. Here’s the thing, the more you continue to create useful and meaningful content, the more likely people are going to want to use your services. They’ll crave what you have to offer.

The third goal is to dominate the competition.

In order to do that, you’re going to need to continuously develop content. Great content. Content that answers questions, solves problems and empowers the consumer.

Even with these three main goals, there is one thing that can sabotage all of your content creation efforts.

Consistency. Or rather, lack of consistency. Without consistency, your content will flop. You will not be a successful content creator.

So then, what’s the point of having a content calendar?

Well, just like with all lead generation, you must have a plan. What does a plan do?

It keeps you accountable. It keeps your prospecting time-focused. Yes, I said prospecting time. Your content creation is about prospecting. It’s about lead generating.

In order to be a successful lead generator, you must have a plan. When you have a written plan, you are more likely to stick to it. When you know that you have specific content “coming due,” you can hunker down and create that content. Smart real estate agents incorporate this into their lead generating/prospecting time. You can too.

Here’s the thing: Be realistic. Don’t try to set a schedule that requires five hours of time each week. Just don’t do it. You know you’ll find other things that “seem” more important at the time.

Know yourself. Know your business. Know your limitations.

Start with a couple things each week and then gradually grow your content calendar over time. As you’ve developed the habit of creating and curating content, increase what you are doing.

With that said, let’s move forward and create a successful real estate content calendar. One that works for you, not against you.

  • The first thing you want to do is grab yourself a blank spreadsheet.

It really doesn’t matter which one you use: OpenOffice, Google Drive, Microsoft Excel. Just pick one and use it.

  • The next thing you are going to do is create your “master” template.

Be simple, not fancy. Make it easy to create and easy to maintain.

  • Your master template should include the following header columns:
    • Day
    • Date
    • Facebook (If you are posting three to five times per day, create a column for each daily posting.)
    • Blog Post
    • Twitter/Google Plus/etc. (any social media sites you are pushing content out to)
    • Email Newsletter
    • Other types of content marketing such as Press Releases/Online Classified Ads/Guest Blogs/etc.

Your template should also include what type of content you are going to post and when

For example, If you know that everyday you want to create three to five Facebook page updates, consider what “type” of updates those will be (and no, I’m not talking about text, photo, link or video). I’m talking about how much third-party content you are going to curate, how much of your own content are you going to post, etc.

A good Facebook page offers up a variety of content. From interactive, conversational text updates, to very niche-focused, third-party content, to call-to-action IDX jump links, to holiday information, to local events. You can do more, of course. These are just some examples to get you started.

Plan out your calendar for a 30-day period using “template” data. To create my real estate master template I go through and start with my priority items, then go down the list until all 30 days (and three to four times each day) has been filled.

Here’s an example of the template:

real estate content calendar template

In the example above, here’s what I’ve done:

First of all, I’ve committed to writing two new blog posts each week, as you can see by the publish dates of Thursday and Monday.