Get Real Estate Leads through your 2018 Content Marketing Calendar [33:40]

Get Real Estate Leads through your 2018 Content Marketing Calendar [33:40]


(mellow music) – [Lori] Hello, hello. Welcome to today’s training. I’m gonna get right into it today. We have a lot to cover and
the focus today over the next 30 minutes is going to
be how to create your online marketing calender, your content calender for your marketing for 2018. Cannot believe it’s been a year since I did this webinar last. Very, very powerful, so
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. And in a corporate structure,
they’re gonna sit down and they’re gonna mastermind and they’re gonna pull all their
departments together and their SEO department and
their PPC department and their content department. They’re gonna being’em all
together, they’re gonna mastermind about what assets they want to create for the year. What kind of content they
want to create for the year. And 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. Alright, so the first thing
I want to talk about is that it’s really important to have a content calender, of sorts, okay. Especially if you’re working
with any kind of team. Now it might just be you,
and that’s fine and you might wanna use some sort of
a calender just kind of keep you on track. You might also have a virtual assistant or an apprentice or an intern. You might have paid
employee’s on your team. You might have a marketing company that you’re subbing things out to. Like Ballen Brands, my
marketing company or another one like it. And you might want to
have some sort of idea on what content is being created and when. Now what I have on my
screen here is actually a calender that is part of the
SEM Rush Digital Platform. And any of you guys that
are following my teachings know that I live in SEM Rush. And what SEM Rush is, is
it’s a SEO tool that tracks your rankings and your
traffic and your pay-per-click and your backlinks and
your featured snippits and local SEO and all that good stuff. But recently they’ve rolled
out a beta marketing calender that I wanted to showcase,
which is really cool. And what you’re able to do here, and we’re looking at a blank
one on one of my accounts here. What your able to do here
is your actually able to set up content campaigns and
you can set up activities and you can invite team
members in and assign right here from the calender. There’s lots of other
ways to do this as well. You can use any kind of
digital calender that you like. There’s all kinds of
content marketing digital calender tools out there. Like Co-Schedule, that
integrates with WordPress. But it’s important to have
some sort of idea, okay? Now, again I’m specifically
kinda talking to real estate agents although
this is gonna apply to anybody. Just checking in, you
guys hearing me okay here? If you can hear me, just type
“yes” into the question bar. Okay, good everybody, most
everybody of you guys are good. Alright, if you don’t have
sound then it’s just you. (chuckles) cause everybody else on here is good. Okay, so what we’re gonna work
on is what kind of content do you want to be creating? And I’m gonna go about
this in little bit of a different strategy today. By explaining that, you
don’t have to work a multi-channel 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. So I’m always teaching this
multi-channel marketing strategy, which I 100% believe in. Yet I also see people killing
it on one local channel, on the one-focus channel. So I’m gonna make some
suggestions here and you can roll out in your
business what works for you and what doesn’t work for you, okay? So the first thing I
want to talk about is the Real Estate Market Report. 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 all kinds of different things. The idea though with your
content is you have to decide what am I gonna create,
how am I gonna create it, what’s the goal for this content and how am I gonna make sure people find it? And then, of course, some
of you guys are gonna have a ‘who’ in there, who’s gonna create it? Because you may not be the only one. Alright, here when I type in Las Vegas Real Estate Market Report, lemme do this, lets do
this in an incognito, ah well, no you might not be able to see me if I go incognito. Okay, I’m typically
ranking in the top position or one of the top three positions for Real Estate Market Report. And 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, Trulia-Zillow, you know your media
channels aren’t showing up. But I don’t see very many
real estate agents actually popping up on the search engines for Real Estate Market Reports. So it’s really important
that you are positioning yourself as the expert in real estate. And 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. But also helps Google
rank you as an entity. They understand that
you are about a city or an area or a county and
they also understand you’re about real estate when you’re creating content like this, okay. Now it’s not, doesn’t have to
be a super-complicated thing. What we have is kinda a template and each month we go in there
and change everything that applies to that
particular timeframe, okay. And then we have past market reports here, so January, February,
March, so what we have found is 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, okay. And so, we’re basically
kind of just putting in the stats of what the current
market inventory looks like. What the average price range
is for the general area. We have the condo market
and then we interpret it, what does this mean for a buyer? Is it a buyers market,
is it a sellers market? What does it mean right now if
you’re going to buy a house? What does it mean if
you’re gonna sell a house? Because it’s important
also that you’re kinda interpreting the data. And what we do is we have
one page that ranks on the search engine, that
holds all the archives. That kinda just has a general intro and then we create a new page each month, actually 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 kind of stuff is really simple. What you want to do is kind of
take your month at a glance. And, you know, whatever
this is you might have something like this and 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 posts to all of your different channels and then how to measure it, to see
how well they are performing. How many clicks, what was the engagements, what were the number of shares? And then here you can see I have all my channels from Instagram,
LinkedIn, Pinterest, Google. So what I can do is I can
come over here to social and say: okay, this was what
the median 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 kinda doing
there is showing them how it’s rolling, if the market
is increasing or decreasing so that’s kinda why it’s there that way. And then all you have to do
is take your market report wherever you’re linking to and put on your on Buffer
there, put a link to it and it’ll shorten it for you. And then you can put 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 know, 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. And so now you’re really
working that social strategy. You can do the same
thing under Instagram or your Snapchat or whatever
social channel it is that you’re trying to really rock, okay. So I’ve showed you how
to do this digitally, on a blog post, on a
website, we just talked about how to do this on social,
you could make an Infographic you know, 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 into video,
which I’m going to highly, highly, highly, highly
I cannot stress enough, suggest that you are getting
if you are getting into video. There’s a really cool
tool you do 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. Or I’m gonna you this for those
of you that haven’t seen it. Lumen 5 is a really
cool tool and it’s free. There’s an upgrade to create
high-resolution videos or high-definition videos
and remove their branding and 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’s
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. And Lumen 5 has a free and then a paid. But 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. And then what happens is,
Lumen 5 goes out and scans … Lemme do this whole line,
I don’t think it’s taking my short one here. There it is, so that one was
November 2017, here we go. What Lumen 5 does is
scans your blog post and then it creates a video,
creates multiple slides you can customize. And it creates this video and
you can add copyright-free music right here from their channel. And you can turn your Real
Estate Market Report into a quick little like
buzzfeed-type video here. So here’s an example. Las Vegas Real Estate Market Report 2017. Then I can click Add, and
lets do something like the median price range for October was and then I might wanna say something like … And you can type this in
you don’t have to look at your blog posts here to do it. But 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
were 4,795 single-family homes listed with no offer. Okay, kinda got the idea? And you can do this with vlog posts too. Then you click Continue and
then it’s actually gonna go in and pull up what
it, it’s gonna look at its slide rank pull ups, suggested slides and digital video footage for your video. But then you can go in
there and customize and upload your own photos
or your own video and you can change it. This is gonna pop up
here in just a second. So here’s an example of what
they’ve put together for ya. Based on their photos, but
then you can go through the uploads, you can say:
you know what, I wanna put in more digital footage and
I’m gonna put in real estate as a keyword. And so I want you to show
me, now, go to 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 in here, video
footage and watch this, it actually will play
whatever that video is. And so 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 your building, okay. So as you can see, the Real
Estate Market Report is something you would do every month. So if I were starting a
content strategy for 2018, the very first thing I
would say is every month I’m gonna create a Real Estate Market Report. And 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. But not everybody has the
resources, the time or the ability to spend all
day on lead gen like I do. So you may have to limit
it and say you know what, all I’m gonna do is do a video. Now lets say you just a video. So you do a Real Estate Market Report, you do the 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 throw that onto YouTube,
and then what you can do is go over to YouTube here, lemme just pull up my channel. And you can take that
video once you upload it, lemme just grab this one, I’m just doing a quick
example so I can show ya. 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. So for a buck a minute, you go like this you say Get Started. And you paste the URL or
you upload a photo and for a buck a minute, now it
shows me for $13 it takes that thirteen minute video. Which honestly if you have
Real Estate Market Report video it really shouldn’t be
longer than 10 minutes. And as you know the longer
the video is you start losing people at certain points. So you kinda gotta look at
your analytics and see how long people are watching. They’re probably gonna 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. And 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. But anyway, they turn this
into a transcript, okay. And what it looks like if I
go here to my order history. Lemme open one of my transcriptions here. When you download it, oops
that’s the video, hold on. Download it, it opens here in, in like a your Microsoft Word,
it’s in a doc file and it opens here right. And 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 description so you get more keyword
traffic on that video. And you go ahead and create
a blog post on your website really quick or on ActiveRain,
LinkedIn, Facebook, Publishing Schools has notes and you can actually just put transcript and add that transcript right there. Now if I were gonna 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 real estate website check out ballenbrands.com/brew
we actually build IDX-powered real estate websites. And up here I’m gonna type
in, how, what’re we doin here. Oh lets just say it’s the
Real Estate Market Report. Las Vegas Real Estate Market
Report and then I’m gonna paste in the video somewhere up here. I’m gonna embed the video
and then I’m gonna put in this transcript. Now if I really wanted to focus on SEO, I’m gonna go in here and clean this up, I’m gonna put in some cross-linking to other pages on my website
which I teach you all that. And I’m gonna go in and
optimize this for SEO, right. But 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 gonna 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 cross-linking,
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 okay. So every month Real Estate Market Report, if you have my training system,
you might be watching this, 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 specially create each one of these content pieces, a little bit more in-depth. But once a month your Real
Estate Market Report, okay. Next, once a month, at least once a month, I give you a minimum at
least once a month you should be writing a real
estate article, okay. 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 can go into Answer the Public and you
type something in here like: how to sell a house. So lets just say, my suggestion is this, focus on one topic as much
as you possibly can until you’ve killed that topic all the way. You’ve really written
a lot on that topic so lemme give you an example. For 2018, my focus for my
real estate website in Vegas, on my website ballenvegas.com
I wanna rank higher for Las Vegas zip codes
because it’s the number one traffic generator in my market. And the only person that beats
me here in Vegas on traffic, locally as far as local
real estate agent does it with zip codes. And so my focus this year
is really building out those zip codes. So I gonna make sure that
I have, I have every single zip code in my market built
out with homes for sale and where’s the DMV, 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, my documentation. Okay, so I’m gonna 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. And I’m gonna do that all
the way that I possibly can before I get into another topic, okay. But lets just say, you say
you know I really wanna focus on sellers and I’m really gonna do everything I can on how
to sell a house, okay. So go here to your, oh
it didn’t work, hold on. That was unusual. How to sell a house, get questions. Okay so for some bizarre
reason, we’re not loading here and there must be a technical
issue with their website. Doesn’t that always happen
when you’re like recording? We’ll go to alphabetical
here, okay there it is. I don’t know why it’s
not pulling up the other. So you can download CSV,
yeah they’re having issues I can’t even close that box right now. Alright, so here’s some examples. How to sell a house you don’t own, lets not write that blog. (laughs) 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’s one I haven’t done yet. How to sell a house after a year, so you buy a house and 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. So 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. And then you have one
parent blog post kinda 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 as kind of a directory of all the articles. And the goal is to rank
for those smaller blogs, the long-tail searches but also to rank for that parent
page for the generic term “how to sell a house in”
such and such, right. Okay, and so you’ll have to look at this, there’s all kinds of ideas. This a free tool, so I wanted
to give you an idea for free. Now 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, we 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. So there’s a ton here and
then if I actually click on it and open it, we’ve got people also ask. Now look at all of these. What are the costs associated
with selling a home? By the way that’s my number one
listing generator, that one. How much does it cost to sell
a home, in such and such? Okay, how can I market my house to sell? What is the process of
selling house by owner? How can I sell my house fast? Now what what happens, if you click on the link People Also Ask, you
actually get a bunch more suggestions here and
this’ll keep on going. It’s like one of those
Choose Your Own Adventure storybooks it just goes and goes and goes. And you can come up with
every kind of idea you want to blog about whatever. And you can send these
out to your ghostwriter or marketing company or
your virtual assistant or you can make a video around it or you can make social posts around
it, absolutely incredible. 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”. And then here, you’re
gonna 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. So if you get into the
super-geeky data like I do you’re gonna love a tool like this. And then you can click
on Related Searches and it’ll show you a whole bunch
of other related keywords that don’t have that
exact match term in it. So it’s gonna give you a
bunch more suggestions, right. And then we can get
super-geeky by going like this to “how to sell a house” and
we can take whoever ranks number one, selling
your house, and you can actually take that URL and
throw that right here into SEMRush and it will back
flood 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, so those are ideas. There’s also a cool website called Quora. And Quora’s another website
of questions that people ask. You can log into Quora
and then in the search bar you can start typing
in “selling a house” or “how to sell a house”. And it’ll start showing you
all of these suggestions that people actually type in. And that’ll go on and on and on forever. So lots and lots and lots of ideas there on how to create those, okay? So Real Estate Market Report once a month. A real estate article once a month. I also like Hyperlocal
articles once a month. So this could be where to go see, 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 things to do with the
kids in the Fall for Las Vegas. So you kinda have these seasonal things. Every month has something
whether it’s Back to School or summer camps, or best public
pools, free public pools. And what this does 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 interested in buying or selling, buying
or selling real estate at the moment, it encourages them to come over to your website. Take a look here, here’s a great example. So lets look at my analytics super-quick. How about I go down to my Vegas website. And look at my content
that people are visiting over the past seven days
and look what’s number one. Neighborhood Christmas lights, where to see Christmas lights. Number two is interact with
map of Christmas lights. Three is my homepage. Number four is a special event, Christmas event at Wet n Wild. The next one is general
holiday events in Christmas. So you can see that these
hyperlocal type of blog posts generate a massive amount of traffic. And guys these are
stupid-easy to hire out. I’m tellin ya, these are not complicated. They’re just listicle’s you know, you just make a list,
here’s the 10 of this, here’s nine of this, here’s seven of this, here’s 15 of this and if
you can share that on social and you can get that to
go viral in one of those long groups, you’re gonna kill it. One of my students from my
Rank Like a Boss training today posted that she got
a Come List Me from her holiday likes blog this morning. She posted it this morning
so it was probably last night that she got the Come List Me lead. So it doesn’t always generate direct, 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
that Google stores and remembers that that
person was on your website and found it valuable. And so then eventually,
if that person every does type in anything to do with local or buy and sell real estate
your website is gonna move up on the search
engines for that consumer. Same with social algorithms,
so there’s lots of benefit there that you may not
see directly to creating those hyperlocal blog posts, okay. And if you want to get
those created you can talk to my company at
ballenbrands.com and 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 know, 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, that has writers. If you go to my website: loriballen.com, type in “ghostwriters”
you’re gonna 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 ghostwriters
for this stuff as well. Ranklikeaboss.com if you’re
not already a member. And then, okay, so we said Real Estate Market Report once a month. We said hyperlocal Market
Report once a month. Real estate, hyperlocal,
a real estate blog. I’d like to see a video
once a month created either outta, at least once a
month, out of either one of those things or all of those things. With a site like Lumen 5 you
can do a video on all those. It takes me 10 minutes, tops,
to put one of those together from one of my blog posts or articles. Also check out listingstoleads.com
and I think Sabrina gave you the — there’s a link
here to listingtoleads.com. What you’re able to actually do here is market your listings. So as a content strategy,
you really, really want to be taking your listings and running the whole gamut on those, okay. So with Listings to Leads
here you can actually create a open-house, single-property website. Let me just show you the
link real quick cause we’re running out of time. You can create single-property websites. You can create vlog posts. There’s one of those Lumen 5 videos. (jingle music) I just embedded that on there. You can create virtual tours, you can create Facebook
pages, and e-flyers, social media posts, poster blog. This is one of those tools
that you could actually hire a virtual assistant in the Philippines for eight bucks an hour. And say, I want you
every day to log in to my Listings to Leads account
and I want you to create a new blog post around it
or a new classified ad or 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. You know, that type of thing,
or this can just be part of their overall strategy. So marketing your listings,
active, coming soon, open-house sold has to be part of your content marketing strategy. And 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
or 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
you, around that listing. I have whole trainings on that as well. And then also if you’re
building your own website on WordPress, which is something I teach. You’re gonna want to make
sure you’re building out your community pages as well. You know, all of your
master plan communities, your neighborhood, area around a school. You’re gonna want to spend
some time building out information about that community. Here’s an example on my,
this is a zip code page, I would call this a community page still. There’s 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. And then I’m gonna talk
about the average price range when they click through. You know, what parks are
there, where’s the DMV, what kind of popular features
or attractions are there? Okay, so virtual assistant
somebody asked where can you find a virtual assistant? There’s lots of companies,
I use MyOutDesk. You can reach out to us
[email protected] with any of these questions,
[email protected] We can help you get connected
with the virtual assistant that can help you with that type of thing. It doesn’t mean that they’re
always trained to do all this, you might have to provide
some training, okay. They might be equipped and understand the language of real
estate but they may not of every 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, okay. So 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. And so, I hope that you
found this valuable and will continue going
through the lessons and learning more about how to create all this content in 2018. And if you have any questions
that weren’t answered just message us [email protected]
and we’ll directly answer those for you and get back to you. And 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. Thanks, talk to you guys later. (mellow music)

Leave a Reply

Your email address will not be published. Required fields are marked *