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As a real estate investor, your job is all about gathering more motivated sellers and cash buyers so you can do more deals. The more often you do that, the more deals you can do; the more you can automate that process, the easier it becomes for you (and the more you can scale without working yourself to the bone).
Marketing your real estate investing or house flipping business online means that you’re in competition with other investors for just a few positions in the search engine results pages!
And, the higher you appear in search results, the more likely people are to click on YOUR search result and end up on YOUR site. But, once they’re on your site, your job isn’t over! You need to convince them to do business with you.
That’s where content marketing comes in.
Content marketing is when you create information (such as blog posts) for your target audience.
Search engines like content marketing because it’s fresh, it’s valuable and it’s relevant, so search engines tend to rank content marketing sites higher in search results. And, of course, audiences love content marketing for the same reasons! It’s fresh, valuable and relevant to them.
Content marketing (done the right way) helps you get in front of more of your prospects online and capture attention of the people you want to do deals with, and once those people are on your site, content marketing then builds credibility and authority for you and your business.
Content marketing done right is perhaps the biggest edge you can get as an investor when it comes to the web.
Here’s some ways to do it.
Content Marketing For Real Estate Investors Is Misunderstood…
When investors first started to understand the power of content marketing, many ran out and turned on a relentless content marketing “machine” that churned out blog posts hour after hour… or that were thin pieces of content that lacked any real value or substance for the reader.
Investors heard the maxim that “content is king” so they thought that creating more content would help them elevate to a higher level in search results.
Unfortunately, many people chose to put content quantity over content quality.
Google got wise to those quantity-over-quality efforts and made algorithm changes, adjusting the search results to show sites that only provided high quality content. Suddenly, investors who had sunk thousands of dollars to create thousands of low-quality blog posts (often through cheap services like Fiverr.com) found themselves in the Mariana Trench of search results…
… and that’s NOT a good thing.
These investors were short-sighted in another way:
Aside from being punished by Google for poor quality, they also failed to realize that it was humans who were reading their content!
Earlier in this blog post I explained the TWO tasks that content marketing accomplished:
- To help them appear higher in search engines
2. To help build credibility and authority to guide prospective buyers and sellers to do deals with you
By choosing quantity over quality, investors were maybe getting a bump in search engine results (until Google made their algorithm change) but they weren’t doing a great job of convincing buyers of anything.
Content marketing needs to have VALUE to its readers.
Here’s How To Provide Great Value To Your Ideal Prospects.
You need to provide great content for the people you’re trying to reach, that attracts them and converts them into a lead… but how do you provide that content?
How do you know what’s “good” content? How do you package it for them so search engines see its value and so it attracts the right audience?
The good news is, there is one secret you need to know to provide great content for any audience… and it works for EVERY audience you’re trying to reach.
It doesn’t matter what kind of investing you do (wholesaler, rehabber, landlord, etc.) and it doesn’t matter what audience you’re trying to reach (motivated sellers, cash buyers, probate deals, foreclosures, rent-to-own folks, tenants, contractors, or anyone else), this content marketing strategy will be true for you.
Here’s the secret…
Every search engine search is a question that your audience wants to ask or a problem they have (even if they don’t frame it as a question)
“How do I sell my Detroit home?” – it’s easy to see how that’s a question.
“I want to sell my house in New Jersey” – that’s a sentence but there’s a question in there; they’re wondering something: “how?” or “who?” or “what’s the process?”
“Real estate investments in Memphis” – there’s a hidden question there, too. “What are they?” or “where in Memphis are they?” or “how much do they cost?” or “what’s the potential return?”
“What to do with a house I inherited in Michigan?” – This is where we get more narrow and focused with specific scenarios.
Every Google search is a question and / or a problem.
And, when you know that, you can create content on your website and in your YouTube videos that answer those questions.
Answering questions (even the questions that searchers don’t realize they’re asking) will help you get in front of the right audience and it will help you build credibility and trust through the valuable answers you provide.
Then… game over. You become the valued expert in your area… versus seen as a fly-by-night operator like most of your competitors.
Here’s How To Read People’s Minds
This leads investors to a big question: “How do I know what people are searching for so I can answer their questions and get them to my website?”
There are many tools online but the easiest way to do it is to open up Google.com and start typing and let Google do the rest!
Google sees what you’re typing and makes some assumptions based on similar, popular searches and it presents those assumptions to you as auto-complete options.
Here are three examples.
You will see I started typing and Google offered some different ways to complete my search.
See These Suggested Searches That Google Gave Me…
While not all of these are relevant to my audience, I know that some of them are – they are questions that my audience wants to know!
Write those down into a big list and build one or more blog posts around them.
Writers Block? Get Started With These Blog Post Ideas for Real Estate
To help you even further, here’s a list of 101 real estate blog post ideas you can use to get you going. All of these blog post ideas are based on research that we quickly performed… and many of these are already built into our Content Marketing System that helps you do content marketing more easily (in the Content Pro Plan).
(Be sure to personalize these with your own city and state to increase your chances of ranking well in your local area).
As an example… “How does the foreclosure process work?”
Localize yours for your area like… “How does the foreclosure process work in Florida?”.
I found all of these just by doing what I showed you above… finding what my prospects are already typing into Google… and seeing what Google suggests to me. Any suggestion that pops up is a great idea for a content piece.
Popular Blog Post Structures
Need some writing structure ideas? Here’s some of the most popular types of blog posts.
- List (Top #)
- Best of
101 Blog Post Ideas For Real Estate By Topic
- Top problems buyers face when looking to buy for cash flow.
- Where buyers can find money to do more deals (savings, mortgage loans, lines of credit, private money, etc.).
- A comparison of the various ways to buy a home (mortgage, rent-to-own).
- A checklist of qualifications that someone needs if they want to get a mortgage.
- How a buyer’s agent can help you.
- What are the pros and cons of different mortgage types? Ie…fixed, 15 year to 30 year?
- What questions do I need to ask a seller before buying a home?
- How to pencil-in your home buying costs.
- How to make an offer on a house.
- # common mistakes home buyers make.
- # of things first time home buyers need to consider.
- If you want to buy a house, here’s what you need to know.
Rehabbing And Flipping
- Top problems buyers face when looking for rehab properties.
- Strategies to control costs on rehab properties.
- How to negotiate with contractors and sub-contractors.
- How to work with contractors and sub-contractors and get them to finish the work on time.
- How to do due diligence when you can’t tear down every wall.
- Top # tips for rehabbing a house.
- What will rehabbing a house really cost you.
- What first-time flippers can expect.
- How to rehab and flip an ugly house.
- Should you use a contractor to rehab a flip?
- Top problems sellers face when trying to sell their property through traditional methods (and why selling their home for cash to you is so much better).
- Top ways that sellers can improve their home’s curb appeal before selling it.
- How much should a seller ask for their home?
- How long does it take to sell a home in the various ways (i.e. compare traditional, FSBO, or selling to an investor).
- Step-by-step checklist that a seller can use to prep their home for sale.
- Sell your home faster with these crafty tips.
- What is a deed when selling your home.
- Should you sign a trust deed when selling your house?
- Who is responsible for title insurance?
- Is Craigslist worth listing my house on?
- Seasonal advantages or disadvantages of selling your house.
- Why to start preparing your home for sale years before selling it.
- What is keeping your home from selling?
- This is why your house isn’t selling.
Tenant And Property Management
- Strategies to deal with tenant problems.
- How to interview tenants and know when you’ve found the right one.
- How to deal with tenants that cause property damage?
- How to keep a good tenant?
- How to protect yourself from bad tenants?
- Top # property management mistakes.
- How to solve the biggest property management issues.
- Property management issues when renting out a condo.
- Top problems that rent-to-own tenants face, and how working with you can solve those problems.
- Step-by-step through the rent-to-own process.
- What does someone need to qualify for rent-to-own?
- What is renting-to-own?
- Is there a growing demand for rent-to-own homes?
- When rent to own – who is responsible to pay homeowners insurance?
- Can someone be eligible for a lease to own contract if they have filed bankruptcy in the past?
- Top problems faced by people in foreclosure.
- How does the foreclosure process work?
- What are the ways to avoid foreclosure?
- If a homeowner files for bankruptcy, can they stay in their property and avoid foreclosure?
- What should i know about buying a foreclosed home?
- Insider tips to buy a foreclosed home.
- Potential downfalls for purchasing a foreclosed property.
- # tips for buying a foreclosure.
- Top # of mistakes made when buying a foreclosure.
Real Estate Agent
- How to find the best real estate agent in your area.
- How the commission structure works.
- # of advantages/disadvantages of hiring a real estate agent.
- Share an interesting story about a real estate deal.
- Share an interesting story about a house listing (distressed, high priced…)
- What are the pros and cons of holding an open house?
- Why low commissions are bad for home sellers.
- # tips to mitigate capital gains on real estate sales.
- # Important things to know about appraisals and comps.
- How you can find comps in your area to determine the potential appraised value.
Real Estate Investor
- How to work with an investor – what to expect, how quickly they can help, who should be involved.
- How investors can network with people to find private capital.
- How to find a great property management company to work with.
- How many cash-flowing properties do you need to retire early?
- Ways to increase cash flow from your properties.
- A step-by-step plan to build a portfolio of cash flowing deals.
- Share an interesting story about a real estate investing deal.
- What to look for in potential homes to use as flips.
- What to look for when buying an apartment complex?
- What to look for when buying a condo?
- What types of homes should I look for as a beginner investor?
- What is the top # of things an investor should look for in an invest home?
- # of real estate investment niches.
- Different types of commercial real estate investments.
- # Worst types of real estate investments.
- How to attract investor friendly real estate agents.
Real Estate Market
- [Market city] market report.
- What someone should know before investing in your specific market.
- Market trends: Where the market is going and specific evidence that supports it.
- What areas of your market have the biggest opportunity for cash flow.
- Choose a news story and show how it impacts sellers or buyers.
- What are the pros and cons of living in an HOA neighborhood?
- # Tips for selling your home in a down market.
Land Buying And Selling
- # Land buying problems to avoid.
- # Reasons why you should be investing in land.
- Things to consider before buying land.
- How to sell lots and land.
- How selling land is different than sell a home.
- What you need to do to get your land ready to sell.
- Is the lending market for vacant lots and land difficult?
- How to take good photographs of your land before selling it.
Additional Tips To Create Great Content
- Write valuable copy. That’s the most important step. Spend the time to create value for your audience.
- Remember to answer the question that searchers are thinking about when they searched for your page.
- Even if a topic doesn’t seem like it is relevant to you (such as a blog post like “top ways to improve the curb appeal of your house before you sell it”) you can always pivot to talk about the benefits of selling the house to you rather than listing it instead.
- Optimize your content for SEO by including search term keywords throughout the copy, including the title and any headers you use.
- Real estate investing is a local business! Make sure your copy is fine-tuned for your town/city and state.
- Include a clear and compelling call to action on every post.
- Whenever possible, keep your posts “evergreen” so that they will always be relevant to your audience, even years from now.
How To Get Your Content Written For You
You’ve got a bunch of great ideas to get you started but chances are, you probably want to focus on the deals and NOT on the actual writing. (Of course you can write some if you want, but there aren’t many investors I’ve met who want to do that).
Outsourcing can be a powerful way to get your content written for you… if you find writers who are good, who understand your prospect well, and who know how to SEO optimize a blog post.
We’ve used these sites in the past to find decent writers:
- UpWork.com (formerly Elance.com and Odesk.com)
On these sites, you can hire content writers to create content for you. (Just remember that you get what you pay for. Not all of these writers will necessarily be able to write well in English, nor will they necessarily be familiar with real estate investing. You need to do your due diligence).
- You can find marketers and copywriters in our Carrot Marketplace – they’ve been carefully vetted to make sure that you get high quality content that is specific to you.
We used to use the outsourcing sites to find writers but now we focus on working with topic experts (people who know our business and industry very very well). They’re more expensive but the quality and the result you get is 10x better. You get what you pay for.
Or, Here’s An Even Easier Way – The Carrot Content Marketing System
Of course you can hire someone if you want, but did you know that the Carrot platform has some very powerful content already built into it?
For Content Pro members, with our Content Marketing System you get regular “content packs” of blog posts that are high quality (great for search engines!) and informative (great for humans!), plus they’ve been optimized with some of the most powerful search engine optimization strategies on the planet… then localized for your market.
They can help you put some of your content marketing on autopilot which will save you dozens of hours per month and hundreds of dollars vs. hiring out the writing and optimization… plus you can always edit these posts to put your own spin to them before they publish.
Best of all worlds.
So, if you’re looking for some very powerful content marketing without a lot of the effort of writing it (or of managing writers) then be sure to check out our Content Pro level.
So, Let’s Get Your First (or next) Blog Posts Up!
If you’re not going to dive in and corner your market as an expert leveraging great content… your top competition will.
So the choice is yours.
Content marketing – it’s the way real estate investors (wholesalers, house flippers, etc.) can get an edge online right now.
And, the ones who understand how to do it well are setting themselves up for long-term success as Google shifts more and more toward preferring robust and fresh content on your website.
In this blog post, you read about the strategies you need to implement to create great content, you got 37 very powerful ideas to get you started, and you even read some fast-track ideas to help you get going even sooner so you can focus on doing more deals now.
So dive in and get your first blog post up today!
Don’t over-complicate it. Just get something up to start then improve from there.
I suggest scheduling 1 post per week, and publish it live Tuesday, Wednesday, or Thursday. Why? Our data shows overwhelmingly that the majority of the leads coming through our platform come in mid week… with Sunday being the worst day of all. So post that content when your best prospects are likely to see it.