Whether you are just getting started with online marketing, or have been online marketing for years – it’s important to make sure that you have a consistent plan to be able to reach your goals. Your 2018 Content Calendar should be designed to generate real estate leads through Web Pages, Blogs, Video, and Social Strategies.
Content Should solve problems, inform, entertain, or answer a question
These plans are often created by knowing what works in your industry, what you have time for in your day-to-day schedule, and what your goals are for your business.
In this video, you’ll learn how to create an online marketing plan tailored to your business and learn what we have found works in the real estate industry time and time again.
Video[tweetthis remove_twitter_handles=”true”]Just watched Lori Ballen’s Training on creating a #marketing calendar! Check it out. @loriballen_[/tweetthis]
Rank Like A Boss
Welcome to today’s training. I’m going to get right in to it today. We have a lot to cover. The focus today over the next 30 minutes is going to be how to create your online marketing calendar, your content calendar for your marketing for 2018.
I cannot believe it’s been a year since I did this webinar last. Very, very powerful. What’s interesting is that I don’t see a lot of real estate agents specifically treating their business like a business in the way that a corporate company would.
In a corporate structure, they’re going to sit down, they’re going to mastermind, and they’re going to pull other departments together, and their SEO department, their PPC department, and their content department. They’re going to bring them all together. They’re going to mastermind about what assets they want to create for the year, what kind of content they want to create for the year.
I don’t see a lot of real estate agents doing that, so I want to guide you a little bit on how to create that for 2018. All right, so the first thing that I want to talk about is that it’s really important to have a content calendar of sorts, especially if you’re working with any team. Now, it might just be you and that’s fine, and you might want to use some calendar just to keep you on track. You might also have a virtual assistant, or an apprentice, or an intern. You might have paid employees on your team. You might have a marketing company that you’re solving things out to like[eafl id=”11566″ name=”SEMrush” text=”If you want a paid tool, if you’re using something like my favorite SEMrush”], my marketing company or another one like it.
You might want to have some idea on what content is being created and when. Now, what I have on my screen here is actually a calendar that is part of the [eafl id=”11566″ name=”SEMrush” text=”SEMrush digital platform”]. Any of you guys that are following my teachings know that I live in SEMrush. What SEMrush is, is it’s an SEO tool that tracks your rankings, and your traffic, and your pay-per-click, and your backlinks, and your featured snippets, and local SEO and all that good stuff.
Recently, they rolled out a beta marketing calendar that I wanted to showcase, which is really cool. What you’re able to do here, and we’re looking at a blank one on one of my accounts here. What you’re able to do here is you can actually set up content campaigns, and you could set up activities, and you can invite team members in and assign right here from the calendar.
There’s lots of other ways to do this as well. You can use any digital calendar that you like. There’s all kinds of content marketing, digital calendar tools out there like co-schedule that integrates with WordPress, but it’s important to have an idea. Now, I’m specifically talking to real estate agents although this is going to apply to anybody.
Okay, so what we’re going to work on is what kind of content you want to be creating. I’m going to go about this in a little bit of a different strategy today by explaining that you don’t have to work a multichannel strategy if you don’t want to. You don’t have to be focused on ranking on the search engines if all you want to focus on is social. You don’t have to be doing social or SEO if all you want to focus on is video on YouTube.
I’m always teaching this multichannel marketing strategy, which I 100% believe in, yet, I also see people killing it on one channel.
I’m going to make some suggestions here, and you can roll out in your business what works for you and what doesn’t work for you, okay? The first thing I want to talk about is real estate market reports. Now, this is something that can be done digitally, it can be done on video, it can be done on podcast, it can be a social media blurb. It can be a note on Facebook, it can be all kinds of different things.
The idea though with your content is you have to decide what am I going to create? How am I going to create it? What’s the goal for this content? How am I going to make sure people find it?
Then of course, some of you guys are going to have a “WHO” in there, “Who’s going to create it?” Because you may not be the only one.. Okay, I’m typically ranking in a top position or one of the top three positions for real estate market report. Let me tell you guys, this is one of the strongest listing lead generators in addition to buyer leads is having a real estate market report that you are showcasing yourself as a specialist.
I can’t believe how many markets I look at for real estate market and your newspaper truly a Zillow, your media channels are showing up, but I don’t see very many real estate agents actually popping up on the search engines for real estate market reports.
It’s really important that you are positioning yourself as the expert in real estate. If you’re working on SEO, if you want to rank on the search engines, this is the type of stuff you want to be creating that also helps Google rank you as an entity.
They understand that you are about a city, or area, or county and they also understand you’re that real estate when you’re creating content like this okay?
Now, it doesn’t have to be a super complicated thing.
What we have is a template and each month we go in there and change everything that applies to that particular timeframe. Then we have past market reports here. So, January, February, March. What we have found these people like the archives. They like to be able to go back and look at what was the market doing at that time and what is it doing now at this time. We are basically just putting in the stats of what the current marketing if it’s where it looks like, what the average price range is for the general area. We have the condo market. Then we interpret it.
What does this mean for a buyer? Is it a buyer’s market? Is it a seller’s market? What does it mean right now if you’re going to buy a house? What does it mean if you’re going to sell a house? Because it’s important also that you’re interpreting the data.
What we do is we have one page that ranks on the search engine that holds all the archives. It just has a general intro and then we create a new page each month for the, or a new actually it’s a blog post, for that month and then they all go under that parent page pushing up that SEO.
Now, if you are really focused on social media, this stuff is really simple. What you want to do is take your month at a glance and whatever this is you might have something like this. You actually go over to Facebook and go over to your business page. In fact, I’ll just open mine right here. Actually, even better, I’m using buffer, and this is a cool tool for sharing your social post to all of your different channels and then how to measure it to see how well they’re performing. How many clicks, what was the engagements, or what were the number of shares. Then here, you can see I’ve got all my channels here from Instagram, LinkedIn, Pinterest, Google.
What I can do is what we’re going to social and say, “Okay, this is what the medium price range was in June and then here’s what it was in July and August and here’s what it was in September.” What we’re doing there is showing them how it’s rolling if the market is increasing or decreasing, so that’s why it’s there that way. Then all you have to do is take your market reports wherever you’re linking to and put on buffer there. Put a link to it and it’ll shorten it for you. Then you can put in whatever image here you want to be on there and you can schedule that to go out.
Now, if all you’re doing is social, then you might want to have a particular type of call to action, or you might want to run a Facebook lead ad on find out, you might put on your Facebook lead ad something like average prices for a single family, three-bedroom home in 89128. Maybe you’re doing it by zip code or by county is 235,000.
Click here to download the real estate market report or click here to find out what your home is worth. Now you’re really working at social strategy. You could do the same thing on your Instagram, or your Snapchat, or whatever social channel it is that you’re trying to really wrap.
I’ve showed you how to do this digitally on a blog post, on a website, and we just talked about how to do this on social. You can make an infographic. If you’re putting this on Instagram, you could then go make a little infographic on what the market is doing and put a call to action on there.
If you are in the video, which I’m going to highly, I cannot stress enough suggest that you are getting into video, there is a really cool tool you can do to turn your market report into video. One, you can do a talking head video and just talk about the market and have a whiteboard behind you and talk about what the market is doing.
I’m going to show you this, for those of you that haven’t seen that Lumen5 is a really cool tool and it’s free, there is an upgrade to create high resolution videos or high definition videos and remove their branding. I’m not sure what else the page does. I’m using the free right now, just really testing it. Buffer by the way, there is a free and a paid version so I have the paid version because the number of accounts or I can’t remember why I had to go to paid, but I had to go paid. I think because I have a team on mine, but they have a free and then a paid. Lumen5 has a free and then a paid.
What you can do is you can just go right here to create video and you can take your blog post, your real estate market report, just paste it in there and click, “Go.” What happens is Lumen5 goes out and scans, let me do the full one. I don’t think it’s taking my short one there. There it is. That one was November 2017. There we go. Lumen5 has just scanned your blog post and then it creates a video, it creates multiple slides you can customize, and it creates this video and you can add copyright frame music right here from their channel.
You can turn your real estate market report into a quick little buzzfeed type video here. Here’s an example, so Las Vegas real estate market report 2017, then I can click add. Let’s do something like the medium price range for October was and then I might want to say something like, and you can type this and you don’t have to look at your blog post here to do it. At the end of October 7, 170 properties were on the market without an offer. That’s a great little stat there.
At the end of the month, there are 4,795 single family homes listed with no offer. Kaye got the idea. You can do this with blog post too. Then you click continue. Then it’s actually going to go in and pull up what it’s going to look at, its slide were in pull ups adjusted slides and digital video footage for your video, but then you can go in there and customize it, upload your own photos or your own video, and you can change it. This is going to pop up here in just a second.
Here is an example of what they put together for you based on their photos, but then you can go through the uploads. You can say, “You know what? I want to put in more digital footage and I’m going to put in real estate as a keyword. I want you to show me now the library real estate.” I was on my uploads. Filter only by video, and now you can look at the video footage and you can drop right into your video footage and watch this. It actually will play whatever that video is.
Now, your video is not just motion photos, you actually have some video footage. Of course, you’ll have to go in there and find out what applies to what you’re building. As you can see, the real estate market report is something you would do every month. If I were starting a content strategy for 2018, the very first thing I would say is every month, I’m going to create a real estate market report. Then the questions you have to ask yourself is what do I want to be on there and how do I want to produce it? Is this blog content? Is it a digital email that goes out to my clientele? Is it a video? Is it a social post or is it a combination of all of them, which is what we do.
Not everybody has the resources or time or the ability to spend all the time on lead gen like I do, so you may have to limit it and say, “All I’m going to do is do a video.” Now, let’s say you just do a video. You do real estate market report. You need a little whiteboard behind you, and you talk about the market and what the market is doing, which by the way are great videos, okay? You’d throw that on YouTube and then what you can do is go over to YouTube here. Let me just pull up my channel. You can take that video once you upload it. Let me just grab this one. I’m just doing a quick example so I can show you.
Take this URL and then watch this. You can go over to rev.com. You can do this with any video or audio and you can add captions to it or you can have it transcribed. For a buck of minute, you go like this, you say, “Get started,” and you paste the URL or you upload a photo. For a buck a minute, now it shows me for $13, it takes that 13-minute video, which honestly if you have a real estate market report video, it really shouldn’t be longer than 10 minutes. As you know, the longer the video is, you start losing people to certain points. You got to look at your analytics to see how long people are watching.
They’re probably going to watch the meatiest part in the first 45 seconds to a minute, so put that at the front. Make sure your call to action is right at the front and put the meat right at the front in case they don’t go any further. In a lot of my YouTube trainings, I teach you how to add those info cards and little calls to action right in the beginning as well to get more interest.
Anyway, they turn this into a transcript. What it looks like if I go here to my order history, let me open one of my transcriptions here. When you download it, oops, that’s the video, hold on. Download it, it opens here in your Microsoft Word. It’s in a doc file and it opens here, right? Then what you can do once I get this open, you just take the words and you copy them and you put that right into your YouTube video descriptions and to get more keyword traffic on that video. You go ahead and create a blog post on your website really quick or on ActiveRain, LinkedIn, Facebook publishing tools has notes. You can actually just put transcript and add that transcript right there.
If I were going to really work on my SEO, I would go over to my website and I would hit new post. By the way, if you need a [eafl id=”11637″ name=”BREW” text=”real estate website, check out ballenbrands.com/brew”]. We actually build IDX powered real estate websites. Up here, I’m going to type in how … what are we doing here? Let’s just say it’s the real estate market report. Las Vegas real estate market report and then I’m going to paste in the video somewhere up here. I’m going to embed the video and then I’m going to put in this transcript.
Now, if I really wanted to focus on SEO, I’m going to go in here clean this up. I’m going to put in some crosslinking to other pages on my website, which I teach you all that. I’m going to go in and optimize this for SEO. That’s an easy way to do it if you don’t have time to sit and type and create. You can also send this out to virtual assistants or to your marketing company and say, “Hey, I’m going to put this transcript in here once a month, but I’d like you to go in there and optimize this for me and put in the crosslinking or put in the numbers, clean up the transcript so it looks a little bit more like a written blog post.” That’s another way to do it.
Every month, real estate market report. If you have my training system, or if you might be watching this course on a playback on my training system, there’s lessons on how to create this real estate market report a little bit more in depth and how to specifically create each one of these content pieces a little bit more in depth. Once a month, we’ll do a real estate market report, okay?
Next, once a month, at least once a month and give you a minimum, at least once a month, you should be writing a real estate article. If you want to know where do you get ideas for this real estate article, there’s a really cool website called, “Answer The Public.” This is one way to do this. You go into Answer The Public and you type something in here like, “How to sell a house.” Let’s just say, my suggestion is this, focus on one topic as much as you possibly can until you kill that topic all the way. You’ve really written a lot on that topic. Let me give you an example. For 2018, my focus for my real estate website in Vegas on my website ballenvegas.com, I want to rank higher for Las Vegas zip codes, because it’s the number one traffic generator in my market.
The only person that beats my here in Vegas on traffic locally, as far as a local real estate agent does it with zip codes. My focus this year is really building out those zip codes. I’m going to make sure that I have every single zip code in my market built out with homes for sale and where is the DMV, and what is the weather in that zip code and where can you order pizza in that zip code? Yes, pizza is a popular search I have proof in my documentation. I’m going to focus on zip codes.
My one article a month might just be zip codes or my one page a month that I’m building might just be on zip codes. I’m going to do that all the way that I possibly can before I get into another topic, okay? Let’s just say, you say, “You know what? I really want to focus on sellers and I’m willing to do everything I can on how to sell a house.” Go here to your, it didn’t work, hold on. Tab was unusual, how to sell a house. Get questions. For some bizarre reason, we’re not loading here and there must be a technical issue with their website. Doesn’t that always happen like you’re recording. I’ll go to alphabetical here. Okay, there he is. I don’t know why it’s not pulling up the others. You can download the CSV. Yeah, they’re having issues. I can’t even close that box right now.
All right, so here are some examples. How to sell a house you don’t own. Oh, let’s not write that blog. How to sell a house you don’t own? How to sell a house you’re upside down in? How to sell a house on your own? How to sell a house for sale by owner? How to sell a house to your child? Now, there is one I haven’t done yet. How to sell a house after a year? So you buy a house, you want to sell it a year later. How to sell your house fast? How to sell your house with a real estate agent? How to sell your house without a real estate agent? How to sell a house you still owe on? How to sell a house you inherited? You see all that? You see all these suggestions. Normally, this is packed. For some reason it’s not loading here.
You could come to a website like this and you could get everything you want to know for a year and write a real estate article every single month on how to sell a house. Then you have one parent blog post like skyscraper and all of your smaller articles on how to sell a house you inherited, how to sell this all point up to that one top page is a directory of all the articles. The goal is to rank for those smaller blogs, the long tail searches, but also to rank that parent page for the generic term, how to sell a house in such and such.
You’ll have to look at this. There’s all kinds of ideas. This is a free tool. I wanted to give you idea for free. Let me show you another free. Go to Google and type it in here, “How to sell.” Now, look what happens. How to sell a house. You start seeing these suggestions pop-up here. How to sell a house by owner? How to sell a house fast? How to sell a house with a realtor? How to sell a house by owner? There’s a ton here. Then if I actually click on it and open it, look at the … We’ve got people also ask. Now, look at all of these. What are the cost associated with selling home? By the way, that’s my number one listing generator, that one.
What are the costs? How much does it cost to sell a home in such and such? How can I market my house to sell? What is the process selling house by owner? How can I sell my house fast? Now, watch what happens. If you click on that people also ask, you actually get a bunch more suggestions here. This will keep on going. It’s like one of those choose your own adventure storybooks. It just goes and goes, and you come up with every kind of idea you want to blog about whatever and you can send this out to your ghost writer or marketing company or your virtual assistant, or you can make a video around it, or you can make social post around it. Absolutely incredible.[eafl id=”11566″ name=”SEMrush” text=” If you want a paid tool, if you’re using something like my favorite SEMrush”], you can actually go up here to the toolbar and type in, “How to sell a house?” Then here, you’re going to get a full report with the search volume and the average cost per click. The keyword difficulty, how competitive the advertising landscape is, how competitive the organic search is. If you get into the super geeky data like I do, you’re going to love a tool like this. Then you can click on related search and it’ll show you a whole bunch of other related keywords that don’t have that exact match term in it. It’s going to give you a bunch more suggestions, right?
Then we can get super geeky by going like this to how to sell a house. We could take whoever ranks number one selling your house. You can actually take that URL and throw that right here into SEMrush and it’ll put out all of the data on that website and it’ll show you other suggested articles based on what that particular website is ranking for. I’m just pulling it up wrong now. That’s a super geeky tip. I can get into more details on that later. There’s some cool stuff there. Those are ideas. There’s also a cool website called, “Quora.” Quora is another website of questions that people ask. You can log into Quora and then you can in the search bar start typing in, “Selling a house or how to sell a house.” It’ll start showing you all of these suggestions that people actually type in. That’ll go on and on forever. Lots and lots of ideas there on how to create those.
Real estate market report once a month, a real estate article once a month. I also like hyper local articles once a month. This could be where to go see all, best place to go see Christmas lights in Las Vegas. Best Mother’s Day banquets in Las Vegas. Best haunted houses in Las Vegas. Best thing to do with the kids in the fall for Las Vegas. You have these seasonal things. Every month has something whether it’s back to school or summer camps or best public pools, free public pools. What this does is it creates a relationship with one, it tells Google, again, it’s helping Google decide who you are as an entity. It keeps showing them that you are that city specialist by creating those local guides.
It also gets people to that maybe are not interesting in buying or selling real estate at that moment, it encourages them to come over to your website. Take a look here. Here is a great example. Let’s look at my analytics super quick. I’m going to go down to my Vegas website and look at my content that people are visiting over the past seven days. Look what’s number one, neighborhood Christmas lights, where to see Christmas lights. Number two is interactive map of Christmas lights. Three is my homepage. Number four is the special event, Christmas event at Wet N’ Wild. The next one is general holiday events and Christmas. You can see that these hyper local type of blog posts generate a massive amount of traffic.
Guys, these are super easy to hire out. I’m telling you, these are not complicated. They’re just listicles. You just make a list. Here’s a 10 of this. Here’s 9 of this. Here’s 7 of this. Here’s 15 of this. If you can share that on social and you can get that to go viral in one of those mom groups, you’re going to kill it. One of my students for my Rank Like A Boss training today posted that she got to come list me from her holiday lights blog this morning, or she posted it this morning so it’s probably last night that she got the come list me lead.
It doesn’t always generate direct real estate traffic although people might use your call to action to buy or sell, but it does create a relationship to Google stores and remembers that that person was on your website and found it valuable. Then eventually, if that person never does type in anything to do with local or buy or sell real estate, your website is going to move up on the search engine for that consumer saying the social algorithm. There’s lots of benefits there that you may not see directly to creating those hyper local blog post, okay? If you want to get those created, you can talk to my company at ballenbrands.com. If we’re not right for you, we’ll give you other options that you can look out to do those as well.
Check out interns at your colleges and some of these writers are just getting started. You can pay a few cents a word and get a lot of this stuff created. There’s another company called, “Crowd Content” that has writers. If you go to my website, loriballen.com, type in, “ghost writers.” You’re going to be able to find some information on the Rank Like A Boss training system. Just click on blogging and there’s an article there on how to write ghost writers for this stuff as well, ranklikeaboss.com if you’re not already a member.
Then okay, so we said real estate market report once a month. We said hyper local market report once a month. Real estate, hyper local, a real estate blog. I’d like to see a video once a month created either out of, at least once a month out of either one of those things from all of those things. With a site like Lumen5, you can do a video on all of those. It takes you 10 minutes top to put one of those together from one of my blog post or articles. Also, check out listingstoleads.com. I think Sabrina gave you the, there’s a link here at listingstoleads.com. What you’re able to actually do here is market your listings.
As a content strategy, you really, really want to be taking your listings and running the full gamut on those. With [eafl id=”12368″ name=”Listings to Leads” text=”Listings To Leads”] here, you can actually create a open house single property website. Let me just show you the link real quick, because we’re running out of time. You can create single property websites. You can create blog posts. There’s one of those Lumen5 videos. I just embedded that on there. You can create virtual tours. You can create Facebook pages, an E-fliers, and social media posts, and poster blog. This is one of those tools that you could actually hire a virtual assistant in the Philippines for 8 bucks an hour and say, “I want you to every day to log into my Listings To Leads account and I want you to create a new blog post around it or a new classified ad, or a Facebook ad, or I want you to share it to social media. I want you to post to Craigslist. I want you to post this to my blog.” That type of thing or this can just be part of their overall strategy.
Marketing your listings, active, coming soon, open house, sold has to be part of your content marketing strategy. You need to assign somebody to do it if it’s not going to be you, but every day, you should get up and do something. Share your listing on social media. Run a Facebook ad, or run a Facebook leads ad, put it on your Snapchat or your Instagram, or blog it on ActiveRain or blog it on LinkedIn. You can do something different every single day with the same listing, just to keep that energy going and keep that buzz going around that listing. I have full trainings on that as well.
Then also, if you’re building your own website on WordPress, which is something I teach, you’re going to want to make sure you’re building out your community pages as well. All of your master plan communities, your neighborhoods, your homes around, area around the school you’re going to want to spend sometime building out information about that community. Here’s an example on my, this is a zip code page. I would call this community page still. There are some information about Southwest Las Vegas. Here’s homes for sale in Southwest Las Vegas. Here’s all the neighborhoods that are in Southwest Las Vegas. Then I’m going to talk about the average price range when they click through. What parks are there? Where is the DMV? What kind of popular features or attractions are there?
Virtual assistants somebody asked, where can you find a virtual assistant? There’s lots of companies. I use MyOutDesk. You can reach out to us, email@example.com with any of these questions, firstname.lastname@example.org. We can help you get connected with a virtual assistant that can help you with that type of thing. It doesn’t mean that they’re always trained to do all these. You might have to provide some training. They might be equipped and understand the language of real estate, but they may not have ever used Listings To Leads before and they might need some training on how to actually rock those things out.
Sometimes you get lucky and you can ask and say, “Is there anybody that’s already trained on that,” and they might have somebody as well. We are out of time for today. I talked as fast as I could and gave you as much as I could in that 30 minutes. I hope that you found this valuable and we’ll continue going through the lessons and learning more about how to create all this content in 2018. If you have any questions that weren’t answered, just message us, email@example.com and we’ll directly answer those for you and get back to you. For your Las Vegas referrals, I’m Lori Ballen with Lori Ballen team and ballenvegas.com and I would absolutely love your referrals when you have them for Las Vegas Henderson or North Las Vegas.