The Why of content marketing and The How of getting it done.

1. Giannell Title
Real Estate Seminar Series
Dominate The Real Estate Market With
Kick Ass Content
How To Harness The Power Of Storytelling

2. Meet Your
Host
Jane Bolin
Founding Member, Chief Marketing
Officer, Rising Star 2015
Originally from the Washington, DC area, the focus of Jane’s
practice is association law and real property litigation. She received
a B.A. in political science from Radford University, a Masters in
sports management from the United States Sports Academy, and
her juris doctorate from St. Thomas University School of Law.

3. Meet The
Presenters
Wendy Lieber, Founder
ContentBacon
wendy@contentbacon.com
Dave Kustin, Founder
ContentBacon
dave@contentbacon.com
“We are on a mission to make it easy for companies
around the world to create, distribute and promote tasty
custom content for their business. More content = more
opportunities, improved SEO and better brand
positioning.”

4. Intention Of Our Presentation
Two Parts
1. The WHY of content marketing
2. The HOW - of getting it done

5. Nikola Tesla visited Henry Ford at his factory, which was having some kind of difficulty.
Ford asked Tesla if he could help identify the problem area. Tesla walked up to a wall of
boilerplate and made a small X in chalk on one of the plates. Ford was thrilled, and told
him to send an invoice.
The bill arrived, for $10,000. Ford asked for a breakdown. Tesla sent another invoice,
indicating a $1 charge for marking the wall with an X, and $9,999 for knowing where to
put it.

6. The Why

7. Advertising /
Education
Advertising (and promotion) = fleeting
Education = sticky
Consumers often think being good at advertising means someone is
good at their craft.Give a man a fish, he eats for a day.
Teach a man to fish, he eats for a lifetime.

8. A BUYER’S JOURNEY BEGINS WITH RESEARCH.
YOU HAVE TO MAKE TWO SALES: YOU + HOME.
ONCE FOUND, HOW DO YOU ILLUSTRATE YOU ARE AN EXPERT AND
CAN BE TRUSTED? HOW DO YOU HELP SOMEONE LIKE YOU?
HOW DO YOU SUSTAIN THE PERCEPTION OF EXPERTISE OVER TIME?

9. Beliefs begin as perceptions.

10. Real Estate
Realities
• Being successful in real estate requires more than just ability to find and
show houses.
• You have to build trust and credibility with your community - over and over.
• You have to constantly add to your network of contacts and referrals using
methods that work for today’s customers.

11. Today’s
Marketing
Landscape
Today 75%-90% of ALL Home Buyers begin
their search on the Internet
...92% of homebuyers used the Internet as an information source
...76% of Internet homebuyers drove by or viewed a home they saw online
...43% of buyers first found their home on the Internet

12. Why
• Buyers search for information
• Experts educate their marketplace
• Experts can charge more
• People buy from people they know, like and trust

13. The How

14. 01.
02.
03. 04.
4 Key
Elements
Every Realtor
Needs Today
03. Consistent Social Media
04. Engaging Email Communication
01. Compelling Website
02. Relevant Blog

15. Compelling
Website
• If you want to generate online leads, you need a compelling
website. But it doesn’t happen overnight.
• You should ONLY have a website if you are going to be
proactive and use it to position yourself as a trustworthy expert
in the real estate industry.
• Not an online business card.
• What makes it compelling?
• Device responsive
• Useful, relevant content (text, images, videos)
• New content added frequently (i.e. weekly)
• Promoted consistently

16. Real Examples

17. Relevant Blog
• Blogging is one of the most effective ways to pull in your leads, rather
than push.
• Cold calls, billboards, bench ads, etc. - These are what most customers
associate with real estate agents. And more often than not, they’re
negative associations (You don’t want this).
• Pull marketing, on the other hand, is typically a positive experience.
• Capture a younger generation of homebuyers
• Position yourself as a top expert
“We adopted the content model in roughly 2012. We had no idea if it
would work or how well it would work, but we kept at it and it’s worked!
Our 'blogs' have evolved into three basic categories - neighborhood
narratives, market observations and technique explanations. This strategy
has helped us generate a consistent stream of inbound leads on a weekly
basis.” - Tom S., RE/MAX Agent

18. Consistent
Social Media
• The best real estate marketers think of social online like they
do social offline!
• Social media provides a way to connect with your local clients
and groups and boost your real estate marketing efforts.
• Social builds trust, and spreads your marketing through friends
of friends.
• Big Mistake - Not Posting New, Original Content
• You can save loads of time by finding content from other
real estate professionals, bloggers, publications, experts,
brands, or organizations.
• You still need to post original content that you developed as
your primary social media content.
• Your content needs to have a niche focus. Target those
who are specifically looking to buy and sell in your market.

19. Email
Marketing
• Share your content with your community — and we don’t mean only
through social media.
• Emails are a great way to stay top of mind and keep your community
up to date on what you are doing:
• Your Blogs
• Just Listed and Just Sold
• Open Houses
• Community Involvement
• Awards
• News

20. How To Create
Compelling
Content
• Know your audience!
• Figure out your special sauce
• Be creative
• Make sure your content meets these guidelines:
• Are you answering a question?
• Are you meeting a need?
• Is it exciting and entertaining?
• Does it flow naturally?

21. Where Do I
Start?
• Frequently Asked Questions
• Your Local Marketing
• Local Market Points
• Your Target Audience
• Health and Lifestyle
• Related Real Estate Industries
• Home Features
• Yourself
• Home Maintenance
• The Future
• Your Listings

22. Creating An
Engaged
Community
• Create compelling content
• Do it consistently
• Share it amongst your channels
• Interact with your community - don’t have a
one-sided conversation
• Be a human
• Use strong visuals
• Contribute to other sites
• Rinse and repeat

23. Tactics To Get
It Done
• “Make it bad, make it better”
• Get started
• Commit to small actions daily and weekly
• Be patient
• What gets outsourced gets done

24. Summary • Consistently invest in creating relevant, entertaining
and educational content
• Distribute it through your digital platform - i.e. website,
blog, social media, email campaigns
• RESULT:
• Build a vibrant community
• Stand out from the competition
• Build your brand
• Get known as a credible, real estate expert in
your community
• Connect with new audiences
• Generate new conversations
MORE OPPORTUNITY FOR SALES

25. Questions?

26. About
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Contact Us:
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954-449-6896
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27. ContentBacon Lets
You Easily
Source & Distribute
Custom Business
Content
Our scientifically developed intake process helps us learn about
your industry, customers, prospects, opportunities and brand
personality so we can develop unique content just for your
business. And since we use well-educated, human people to
create all of our content, over time, we become so integrated
with your business that it will become darn near impossible to
see how you ever lived with out us. Sort of like bacon.

28. Thank You! Special Real Estate Package:
2 blogs per month
36 social media posts between 2
channels
1 monthly email blast
$499
Want More Bacon?
Email us at
Founders@ContentBacon.com
or call
800.748.5805, ext. 104

29. Thank You For Joining Us!
-Oink Oink