Two words: Sticky content.

Sticky content is information (web site content) that makes people stick around and return for more. Examples are how-to articles, tips and tricks, beginner’s guides, and any other free information that your clients and prospective clients would find of value.

Keep in mind that the more content you have, the stickier your site is. Sticky is good for at least three reasons: It gives your visitors a reason to come back again and again; it gives your visitors a reason to tell others about your site; and it demonstrates your expertise for people who are interested in your services.

With good content, you will be able to gather leads, acquire names for your mailing list, as well as offer good reasons for your visitors to tell their friends and colleagues about you.

Carpe diem,

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It is very important to determine this before you start your marketing campaign.   Most agents jump into the business and start pumping out whatever the office says to – usually farming clubs, teams or groups are set-up to share the idea of the week and soon you find yourself shelling out gobs of postcards and such with coloring contests, quotes, or whatever else strikes you at the moment. 

I was reminded of this as a local broker and his office was out doing a pumpkin patch this last weekend.  I thought about the money spent, the message that that gave and I thought it was fitting.  Not to be cruel, but the office, with 50+ agents, does less business as a group than many of my coaching clients do with a single agent or a husband and wife team.  Maybe they should be in the pumpkin business; after all, it doesn’t seem they are getting very far in real estate. 

The challenge with this approach is that it doesn’t work very well.  Yes, the laws of numbers will work in your favor if you do anything, however to maximize your ROI you need to define who you want to work with and craft a message that speaks to their needs.   Your marketing message needs to make sense.  If you are working with young families, coloring contests are appropriate, but contextualize them for those you market to – send out a black and white flyer that will become your next postcard design, because you are going to send postcards anyway and you value the input of the local kids and want to showcase their accomplishment in the process. 

You are your message – what your marketing material is simply a reflection of you, good or bad.  Be careful about what you are saying.

Carpe diem,

You can also click on one of the following links to have the mastery coaching blog with helpful life and business tidbits geared to real estate’s elite delivered to your computer,

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