Tag Archives: generating traffic

Content Curation for Real Estate & the Real Estate Professional

On today’s show we’ll talk about how a real estate agent, Realtor® or a real estate professional can use content curation in their own marketing.

Below is the transcript to the audio above. We do try to clean up the transcript so it’s easier to read but sometimes it’s a little tough bringing the spoken word to a easy to read format.

Here’s what we cover in today’s show:

  • The truth behind content curation and how it plays a role in your own content marketing as a real estate professional
  • The type of stuff that you should be curating
  • How to find stuff you curate
  • How to measure success
  • What are some success factors you should look at and whether or not the time that you are spending in curating is real worthwhile,
  • Plus much more…

Before we jump right in let me share a little bit about my background. I used to own a company called Minnesota rent or own here in Minnesota, we used to buy properties and sell them on a rent or own, we also then became a full blown property management company.

What I found during that process is that I didn’t really enjoy the real estate side as much as I enjoy the marketing side, it’s kind of where we are at today but I still keep in tune because I’ve got a lot of friends here locally that are real estate agents, they ask me for a for a lot of advice on how to market especially with content marketing and that’s a good wat into getting started talking about how to use content curation as a real estate professional

Social Media and Content Curation

One of the things that I’ve seen and talked about in the real estate industry is that you should be participating in social media which I agree with to some extent you should be and you should also be blogging, you should be doing content marketing.

I think that’s true to an extent, it’s also why I like content curation because you can participate in content marketing in a very light weight way and it allows you to do something that I think is drastically important because I actually had a friend the other day that asked me ‘Scott look I think you are doing a really good job with your content, I wish I could do as good as that, I’m spending 1 or 2 hours a day here writing a blog post and it seems to be working, I’m getting traffic but it’s not getting leads, it’s not generating emails, how long do I have to do this before I start seeing results?’

That is where I kind of said that this is one of my first questions to him was ‘Is creating a blog post once a day the single most important thing you can be doing in your business to be generating revenue?’

Let’s First Talk About Writing and Creating Content

His first answer was no, in fact I probably shouldn’t even be doing this and whatever, I think it was some kind of outbound calls or something, I’m not sure exactly what he said but he did say something specific and I think that’s the case for a lot of real estate professionals and I think one of the issues is that a real estate professional at least a lot of them I’ve met seem to be the type of individual that likes to be out and about, they like sales, they like people.

I’m not saying to write you don’t have to like people but I think writing especially a blog post, in some ways you have to be kind of a born writer but you have to also learn to write and if you haven’t spent the process, the time to learn quickly and efficiently there’s better things you can be doing with your time, that’s really what it comes down to because I think the other inherent challenge with real estate is that especially now with the changing, the way people are staying in their homes longer, I know this is different per market but people seem to be staying in their homes longer because of the economy and housing prices and uncertainty and everything else right?

The time from someone actually becoming a lead or someone aware that you are a real estate professional and actually needing your service could be years.

So you have to be of mind on a consistent basis, you have to be providing value on a consistent basis and that’s hard to do with content marketing if you are not kind of natural into it and if you haven’t worked it in so that you are highly efficient with it, it’s also why I said I like curation because let’s say you take that same amount to…

Double Your Content in Half the Time

You can curate 3 to 6 things that your target market, that the people in your farm area or whatever that maybe would care about in the time it would take you to write half of the post, that’s what I found, that’s why content curation at its core…

I believe every real estate agent has the ability to participate in content marketing,

I think the first step in doing that is content curation. I’m not just saying that because we created a curation platform.

I’m really saying that because at the core you are most valuable when you are doing the other activities for generating leads building relationships. It’s great to have that basis of content marketing but until you’ve honed the skill of highly efficient content writing it’s rarely worth it.

I typically say go make more money and hire it out. Or find a way that you can efficiently do it and have it edited because a lot of times what hangs people up is editing and finding the right image and all the other stuff that goes along with content marketing.

If you’ve tried content marketing as a real estate agent you’d know how that is, so that’s why I like content curation.

Goals of Curating

What are you trying to do as a real estate professional with your content? Ideally you should be building the biggest list possible.

You want the list in tow different ways, you want the list of email addresses that you can communicate to on a moment’s notice. You also want to build a direct mail list.

You want two core lists, you want an email list and then you want to find a way that you can actually get peoples address because if you can get people’s addresses you can start directing mail marketing to them and that’s one of the most effective ways to market to someone even in today’s day and age especially as a real estate agent.

So those are the two core things that I will focus as our goals, now that’s where curation kind of plays this kind of role, it help you on the content marketing side, it also helps you on the social side because what you can do.

Sources for Real Estate Curation

I’ll use my local area because I know it well, there’s a local news paper and I should know the name of the local news paper, it’s a local news paper that has an online edition as well, we have two news papers, I don’t know how long that’s going to last here, we have the Star Tribune and the Pioneer Press.

startribune.com1030Then we have a series of other kind of like niche news papers out there that all have online sections as well. Now these are things that the farm area that I live in that I would target as a real estate agent, these are things that they would be highly interested in, it covers their local topics, it talks about local politics, local things that are happening, the local cities to local crime stories and all that stuff, all the above.

Those would be my sources for content curation, I’m sure it’s the same in your city, big or small, whatever size city you are in.

You have this same type of sources, you can still pull from national stories as well but those are your sources for content curation.

The whole reason to do this is you want o capture the attention of people on a ongoing basis and you want to capture attention so they would come over to a website you control and you own so you can create a lead, so then you can build a relationship with them via email or direct mail.

Then they will eventually think of you when they need a real estate transaction or when their friend does.

If you are doing a really good job they’ll think of you when anybody needs a real estate transaction. That’s really the goal and what ensures that happens is consistently curating content.

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I’ll bring it out kind of the full picture. If you’re consistently curating content on an ongoing basis where you become the source of what is happening in the local farm area. Covering things people are really interested and would check out often– eventually you’ll get them on one of your lists.

This is where social does play or you’ll get them on a permission channel which really social media is just another media channel for you to utilize, you’ll get them on the permission channels social media but it’s all driven by you actually consistently creating content, 2 to 5 things a day all form local news sources adding your own spin to it.

It’s really that simple to be complicated, I could try to complicate it I guess you could say but there’s no reason to.

Should You Create Content?

I think that every real estate agent can do content marketing.

You still have to ask if you’re efficient in writing, editing, publishing and all that other stuff. if you are not highly efficient I would start with content curation because the other thing content curation would do for you is teach you to be a better writer.

As you curate consistently everyday or 5 days a week for 3 months, you will be much more efficient at blogging and being a content writer. What I found is that people that curate especially real estate agents that curate start injecting their own post here and there.

They get more comfortable with the whole process, these are even with people that have tried and failed utterly in the past. They start curating because its like anything else in your business eventually becomes a habit. Content marketing is a habit and curation is one of the best ways to form that habit. It’s also one of the most highly effective ways, so you’re a real estate agent that’s the way I look at it and how do you measure success.

How Do You Measure Success?

The way that you want o measure success is like anything else, there’s a couple of what I consider KPIs I would suggest you measure your success of content curation. The first one is ‘are you generating traffic to your curated efforts?’ let’s say you are spending 15 minutes a day curating 4 articles a day, are you generating sufficient traffic to those articles?

The next thing is are you getting leads to your permission marketing funnels?

There’s quite a few ways to do this. The common ones are you can give free giveaways, like the standard giveaways of a free house valuation.

I think you have to get more creative in that but that’s an advanced topic beyond this podcast but I think you can get some better offers to actually get their address or to at least get them on the phone to start building your permission marketing funnels because one of the things I don’t believe is I don’t believe content marketing

I’ve yet to see content marketing that creates leads today, so if you’re looking for leads today I’ve got to be upfront.

Content curation, content marketing isn’t the most important thing you need to do but if you want to start building towards the future I would start doing it even if its 10 minutes a day.

You can literally curate content because- think about what I have come and gone over, I mentioned let’s say 7 sources locally here that I would have bookmarked, all I would have to do is spend 5 to 10 minutes which is probably something I would do, I don’t read the local news but let’s say I did, this is something I do regularly anyways and the I just take the additional step of pushing curate and maybe adding a little bit of commentary, I can do that in 10 to 15 minutes and curate 3 to 5 things no problem and be up to speed on what’s happening locally.

What Should I Curate?

Content curation is something that you can work in your daily schedule. In many ways its s a double use of time, especially if you already consume news.

What should I be curating? Should I be talking about the local market? Should I be mentioning the mortgage rates and all stuff like that?

I think that’s good, what I’ve often found is that that stuff is bland unless you have a unique take.

That’s all the more reason why I like content curation because it’s not just me too, you’re not just saying ‘oh look at the latest report by this organization that’s talking about housing prices’ and then you dissecting it, do they really care about that?

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If you can capture attention, put a little spin on it, get them over to a platform that you control and convert them to a lead, that’s what it’s all about, so hopefully that provides a full picture, I know, often times when I talk to friends locally here they usually say well Ok, is that all?

I say yes that’s all, don’t do anything else, don’t over think it, don’t go beyond what we’ve just talked about, literally with curation traffic all you have to do is go to the sources that we talked about and curate it and go to the most important thing you need to do and if you want to participate in content marketing,

If You Do Write Content Get an Editor (but Still Start Curating)

If you haven’t learned this and you’re trying to do content marketing, here is what helps in tremendous amount having an editor, so let’s say you don’t want to completely outsource a content marketing site, having an editor makes it so much better, someone you could send your post to and they are going to edit it is awesome, that’s what you need to get too so if you are considering content marketing and you are not a good editor.

I would highly suggest start with curation, learn the aspects of content m marketing because that’s what curation teaches you and then get enough money so you can get an editor and then start blogging because blogging is a lot easier when you have an editor, I know it first hand, this is something I learned firsthand, I wish I had an editor years ago because it would have just made things a lot easier, a lot times that’s just one of things that slows me down is editing, so that’s another tip to kind of out in your basket there.

How to Easily Curate Content

I should mention Curation Traffic is push button simple WordPress based content curation platform, it means you can be up and curating in seconds, it works on any WordPress site, we also have our own curation traffic themes that we’ve developed as well, so let’s say that you don’t have an existing website but you want to create a curation traffic or a curated website, we have themes that you can use, the plug in allows you to easily carry content from around the web, so it’s a push button simple tool, I think this is of course coming from the source I should say here, full disclaimer, I do think that it’s a tool that just about any real estate professional should have because it allows you to participate in any content marketing and a 5th or a 7th of the time it takes to create a blog post, so that alone makes it a tool that is just highly worthwhile. Well that’s all; I’ll see you in the next episode.

11 Examples of Content Curation in Action from Curation Traffic

Perfect Example of Curation in Action

One of the biggest requests I get it is to show more and more examples of what a successful curation looks like.

So that’s what I’ll share today:

Here’s the highlights:

  • It took me 7 minutes to create this curated post (using the Curation Traffic Plugin)
  • So far it’s created 478 unique visitors
  • This post has added 16 people to our email lists
  • 3 people who have visited this post have converted to one of our offers
  • Social Shares: 16 likes, 10 G+, 8 LinkedIn, 63 Twitter
  • Where did the traffic come from: social media & search traffic.

Added note: our site is running the CurationHue theme and set up to convert. The CurationHue theme is part of the Curation Traffic Theme bundle or the All in One Bundle. I should also mention that we cover in detail how to set up your site to convert in the Curation Mastery Training.

Now let’s break down of how this curation is put together (there’s images in this email so to see everything you’ll want to click “show images”):

To see it live here’s a link to the curated post

First, I came across news that Facebook had changed their ranking on how posts from pages will be displayed to people. This is something I knew our audience would want to know.

I found the original blog post on the Facebook blog and used CurateThis (this comes with the Curation Traffic Plugin) to start my curation.

I then wrote a lead for the curation…

What is the goal of the Facebook news feed?

Today a blog post from Product Manager Chris Turitzin (News Feed Ranking) answered that very question, in addition to answering what type of content you should post.

He starts by sharing the results of tests:
facebook-example-leadin

This is one of the easiest things you can do with curation.

  1. Simply start with a question that the curated story answers
  2. Then intro the source so you can pull in relevant content (it’s really that simple)

That’s what I did. While the writing won’t win any journalistic awards it is easy and quick to do.

Next you’ll notice that I have some quoted text from the article. Then some commentary. Finally some more quoted text and more commentary:
facebook-example-middle-section

What I’m doing here is giving my opinion but also distilling the information I just quoted. This ping pong approach to creating a longer curation is highly effective. It’s especially effective with breaking news like this that your target market cares about.

Now with the headline “So What Should You Post?” I provide the true answer to the question we posed above.

I create another lead in and then have curated text that talks about the type of things you should post on facebook as a page owner.

facebook-curation-example-what-should-you-do
The one thing I did extra was wrap it up with my own thoughts. You could stop here and I was going too but before I published I had another thought that I felt could wrap up this curation nicely.

facebook-curation-example-wrap-up
If you looked at the live post you’ll see all the way down at the bottom of the content is the line: See full story on fb.com.

This is the link attribution to the original story (which I also added in the first lead in I mentioned above). This happens behind the scenes when using the Curation Traffic plugin.

That’s it. In 7 minutes and a with a little commentary I easily created curated content that even as I write this is still generating traffic and conversions.

This is a perfect example of why curation is one of the single best strategies out there. It also showcases why curation is a simple quick to do strategy. That in the end is what I love most about it.

This is also something you can easily do yourself, all you have to do is pick up Curation Traffic.

You’ll get instant access to the Curation Traffic Plugin, that allows you to curate just like I showed you here. You’ll also get access to the Curation Traffic themes and the Curation Mastery Training. In the training we cover examples just like this one plus many more.

Getting Started with Content Curation

In this episode we’ll talk about getting started with content curation. Specifically, let’s say you’re just getting started and you really want to have success right away with content curation be it if you’re just getting started with content marketing, or you’re a seasoned content marketer. I’ll share with you some tips right now so that you can have the most success if you’re just getting started with content curation.

Setting Your Goals

So, let’s start with the first thing. In any form of digital marketing or any marketing whatsoever, you should start with your goals. With curation there’s a couple goals that you can really realize, I should say, and that’s probably not the way to say that, but you should be able to realize with curation. The first one is authority. If you get known as finding good stuff on a consistent basis and helping your target market gain clarity or your niche gain clarity, you will build authority. Authority is one of those things that’s built over time and it’s trust.

Authority is Built Overtime and Content Curation Builds Authority

Really, that’s what it is. Authority is I trust you to have some kind of knowledge in a market; that I look to you as a leader. So, curation works really good for that because as you hone your ability to curate and as other people realize that in your market they will trust you. In a way, and this is what you really hope for, you want them to rely upon your curated content, rely upon your ability to find stuff that they need to know about. 

If you look at the example of, and this is the drudge report, I use this example every now and then, really that the drudge report has the ability to set the story, be it culturally or politically, on any given day. That’s a lot of power and just simply by creating the top story can create what people talk about, what news organizations talk about and what, really, sometimes the internet talks about. That authority is something that you want to think about for your market or for your niche.

Curation Captures Traffic You Wouldn’t Ordinarily Have

The other thing that curation does I should say, is it allows you to get traffic that you wouldn’t ordinarily have. A way to think about this is we’re typically told to go out there and curate and in curation we’re gonna build authority because we’re gonna be sharing stuff on Twitter or Facebook or Linkedin or wherever else. Through doing that we’re gonna get authority, but we’re sending traffic to someone else. With curation specifically in the type of curation that we talk a lot about on this show where you curate stuff on a platform that you own, that you can monetize right away; that garners traffic.

Now, I’m not saying you should do this every single time, but that’s another benefit of getting started with content curation. Oftentimes, we see this a lot, a lot of people have a following in social media, but when they put curation on top of that, specifically in a platform that they own, they get the opportunity to monetize right away so their permission channels, their email lists, their social following goes up.

Getting Started With Content Curation Also Creates Awareness

Also, and this happens a lot, if you have a product or an idea or something else that really just needs awareness, people just need to be aware of it; when you curate stuff that can create awareness. I’ll give you a good example just from –I could probably give examples that I don’t have permission of from people that have bought curation traffic, but from our own stuff we curate a lot of stuff around content marketing because people that are interested in content marketing would be interested in curation because curation is a form of content marketing. So, we don’t just curate stuff on curation, we curate stuff on content marketing.

That does really well for us because what happens is that people are interested in that topic and then, that gains awareness for our curation platform. So, that’s an example of the same thing you could do in your market. It’s about traffic. The traffic that we generate not only grows our permission channels, but it actually grows our awareness and our sales cycle, and this is something you would know for your own business or your awareness cycle, is typically anywhere from 10-30 days of someone being aware of our platform that would be interested in it for purchase. So, that’s an example of using kind of the awareness traffic strategy in curation.

What Types of Content Will Your Target Market Care About?

The next thing is think about what type of things does your target market care about? What type of things are they interested in? When you’re getting started with curation it’s no good to curate stuff that no one cares about. So, really dive deep and think what challenges, what interests does my target market, does the niche that I want to garner traffic and awareness and attention from; what do they care about?

You can usually find this because there are usually people that are leaders already, thought leaders in your market. There is already specific, maybe, periodicals that discuss this stuff. So you can find this information already. This will help you really get started on the right foot because when you’re finding the stuff that people have already said, ‘Hey, that’s popular. I’m interested in this.’ Then, you at least know the type of stuff that you need to start curating about.

Is Curation a Long Term Strategy?

The next thing is realize, in some ways, curation is a long term strategy. Now, this will depend on each individual. I’ve experienced people that have put curation on top of what they’re already doing and it instantly has paid off. I remember one person recently emailed us and said, ‘Look, I just got your product and it already has created a hundred visits a day.’

So, it depends on where you’re at in your marketing, but that is something that pays off. Some people, if they have the platform already; they have an existing blog and website and following it pays off right away. But, it pays off more and more the longer you do it because the longer you do it the more trust and authority you build, the more that people will come back and keep coming back.

A lot of times what we suggest is that when you curate stuff you want to build in a way for people to subscribe to those curations. So we do something on a lot of our curated platforms where we connect our RSS feed of our curations to our email service and then every fourth or eighth curation that we do, an automatic email goes out. I was amazed one day.

I looked at the open rates and that. Some of our lists have an open rate of 50-60% on those emails and then, every now and then, we get to communicate with them via broadcast or a special offer we send out. That’s a great way and it’s grown over time. At first, that list didn’t open as much, but I noticed it grew over time and that’s because we consistently curate good stuff. We consistently are building authority.

It Also Helps in Permission Marketing

That’s another reason why when we send out, and this is the full circle of the strategy, when we notice that, we then every now and then would send out a broadcast email to that list and the open rates were the same because they were used to getting this value from our emails. I kind of deviate a little bit about it being a long-term strategy, but it’s something that I tell people all the time, with curation, that it’s a great strategy if you have an existing base, but it’s even better the more you do it.

So, if you’re just getting started this is a strategy that pays off the longer you do it. If you’ve already got a base, if you’re kind of this seasoned content marketer; yes, you can get results right away. But, the longer you do it the more it pays off as well.

The final thing is figure out… this is kind of an advanced strategy when you’re getting started with curation and sometimes you learn it more when you do it. But figure out when you’re going to curate and how much you’re going to curate.

 

Here’s some questions to ask:

  • What I mean by that is, are you gonna do all your curations first thing in the morning and is it gonna be content from the last couple days or the last day?
  • Or are you going to curate throughout the day and are you going to then, release it throughout the day? How much are you going to do?
  • If you can find five posts, are you gonna curate five?
  • Or are you only gonna curate twice a day?

Really think about that type of stuff and a lot of this happens as you do it, but you should start with some kind of plan.

How Many Times a Day Should You Curate?

For instance, I would suggest most people in most markets what you do is you start curating four times a day. Maybe not four individual times a day, but what I mean is four specific pieces of content a day, because that should take you anywhere from, if you’re using a tool or curation platform that allows this to be quick it should take you under 10 minutes, especially as you get going. Maybe at first it might take 15-20 minutes to consume all the content, to get the good points and to curate it.

But, as it’s all said and done, after some experience; you can do this within less than 10 minutes a day with four curations. I would suggest four because that gives you kind of enough where there’s four individual pieces on a daily basis that, if someone is following you, that’s enough for someone to consume.

If you do one or two I don’t think you’re covering a large enough target or a large enough surface for your target market or your niche that you might capture them. What I mean by that is if you curate two things there’s not that good of a chance that everybody that follows you or stumbles across your curated site or your curations is gonna find something they’re interested in. But, the more that you curate the more opportunity that someone is following you or stumbles across you will find something they’re interested in.

So, four is the minimum and I’d say four to eight is really where the happy medium is. If you’ve got a market that really likes to consume content, you can do as much as 10-15 a day. You just have to be set up for that. So, that’s some other things to think about.

Here’s Another Important Thing– Keeping a Consistent Schedule

The one thing I will mention, when you’re getting started with curation a lot of it is keeping to a consistent schedule. I mean that’s really the backbone of any marketing strategy, especially an inbound marketing strategy. But, if you can keep to a schedule that’s gonna pay off for your time and time again. So when you’re thinking about employing a content curation strategy think how can I keep this schedule? How can I create a schedule that will garner attention for my target market, for my niche and how do I fit that into my day or into my week? How do I ensure that my team can employ that strategy?

Those are some tips on getting started with content curation and that’s all for this episode. I’ll see you in the next episode.