In the past two years, Seattle-based Team Diva Real Estate's blog and other content marketing efforts have grown the five-agent team's referral network by 20 percent and the number of its agent-to-agent referrals by 10 percent.
Content marketing works.
Kim Colaprete and her wife and business partner Chavi Hohm use their team's blog and other content to expose their group's unique style, connect with like-minded clients and educate consumers.
Colaprete agreed to participate in HageyMedia's new Q&A series that explores the black box that is real estate content marketing. The series examines the methods, definitions and winning strategies used by some of the practice's most notable practitioners.
See the first installment featuring illustrious broker Joe Rand here.
Real Estate Diva's best-performing piece of content: a blog post after the Orlando shooting.
Colaprete answers questions about her team's content marketing efforts below.
What is content marketing?
For us content marketing is about identifying our key audience, creating content that provides value for that audience, mostly through blogs and videos, and then distributing that content through social media or email marketing.
What content do you frequently produce?
We mostly produce blogs and videos. Not yet ventured into the podcast venue yet.
Who’s your audience?
Our audience are those who, of course, are already in our sphere, who we call our Diva Dwellers and Divotees. This includes clients past and present, friends, family, prospects and acquaintances.
But we also want to attract a greedy share of the "cool” kids, as we say. This means we want to target our marketing to folks who are urban, savvy, smart, LGBTQ-friendly, animal-loving and definitely looking for non-traditional agents.
What are your goals? Why do you do it?
Our No. 1 goal is to stay connected with our sphere and provide them with valuable info about real estate, our community, and Seattle and its neighborhoods. We also want to attract new business and educate buyers and sellers how to be savvy, smart and successful in any market.
But we also do it to define ourselves as a team and as agents. We want to stand out from the crowd, how we market and what we market. This keeps us ahead of the game and also gives folks who don't know us insight into how we run our business and who we are as people, not just as agents.
How do you measure content marketing success (if you do)?
We use the email marketing tool Emma, which allows us to track open rates and clickthrough and see where else folks went on our website. We also track our clicks on Facebook and Twitter.
What’s content marketing done for you and/or your business?
Primarily, it has kept our Diva Dwellers coming back to us year after year. It has kicked up our referral base by over 20 percent in the past two years.
It also presents us as area experts not just to our sphere but to other agents as well, which has helped us increase our broker-to-broker referrals by more than 10 percent as well.
Lastly, it has also helped us define our team, how we do business, what we stand for and our passions, both as people and as Realtors.
What’s been your best performing piece of content?
For a one-time piece of content, it would have to be the post I wrote in response to the Orlando shooting.
For consistent posts -- our Just Listed & Just Sold blog posts and our selfie videos are huge.
Colaprete and team make ample use of video in their content marketing efforts.
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