Why Every Real Estate Agent Should Create 12 Pieces of Evergreen Content AnnuallyMarch 12, 2020
By Stacey Soleil
Marketing & Technology Director | WEST, a Williston Financial Group Company
I recently discussed with some peers what their opinions are regarding content calendars and batch uploading on social media. As you can imagine, the opinions differed greatly.
The colorful social media influencers in the room, aka, “social media purists”, immediately chimed in stating;
Content is meant to be organic, timely and spontaneous. People that plan ahead and bulk upload are missing the point!
On the other hand, the more practical business owners in the room quickly interjected with a different perspective;
Sure, it’s great to have organic content, but it all comes down to your availability, audience and goals. For business owners, we typically don’t have the time to curate new content daily, our audience is fairly targeted and our goals tend to be more SEO driven rather than seeking popularity or influencer status.
This got me thinking…is the sweet spot perhaps somewhere in between? Is it possible to find a balance between organic, unplanned content & mapped out evergreen content to generate the best possible solution? Especially for the busy real estate professional that is trying attain SEO success, all the while trying to build an authentic brand that allows their voice and personality to shine.
Let’s start off by cutting through industry jargon a bit…like,”Evergreen Content”. If you’re a bit like me, you may have read that and thought, “What the heck IS that? Are we talking about trees or is this some buzz word that everyone knows but me?”
You’re correct. It’s just another buzzword. When you think of an Evergreen tree you probably think of “year round”, right? Well that’s sort of what Evergreen Content is…it’s content that will stand the test of time throughout the year.
According to Digital Marketing Institute (dot com)
What is Evergreen Content?
Evergreen content is search-optimized content that is continually relevant and stays “fresh” over a long period of time. You may think that all online content is sustainable; after all, a blog post doesn’t just disappear after you publish it. But evergreen content is different. It continues to be relevant long past its publication date, with search traffic growing over time.
Okay, so now that we better understand what “Evergreen Content” is, what are 12 topics that a realtor could create posts about that would stand the test of time?
Wait. Why 12 Topics? Why not 5? Or why not 20?
I chose 12 topics since there’s 12 months in a year. I figure if you have one (1) evergreen topic per month, you have just curated content for your editorial calendar for the entire year. Good stuff, right? According to Agent Image, some of the most commonly asked questions from home buyers are;
- Should I buy or rent a home?
- What kind of home can I afford?
- When should I apply for a mortgage pre-approval?
- How do I look for a home?
- What are the local amenities and resources in my area?
- Is it possible to buy a home and sell my current one simultaneously?
- Can I back out of a real estate deal?
- Do I really need a real estate agent?
- Can I trust my real estate agent?
- How much do I pay a real estate agent?
- What is an iBuyer?
- How much of a down payment do I really need?
These are all great examples of posts you can create ahead of time and batch upload (aka schedule in bulk) on your social media. Whether you choose to write a quick social post, create a blog post or do a quick video, these are topics that will be relevant to your desired audience over the course of the year.
And guess what?
If any of that data shifts in the upcoming year, you can always create 12 new evergreen posts for THAT new year sharing the LATEST facts relevant.
This takes the stress off of you for a bit. Why? Because knowing that you have professional content mapped out for your entire year allows you to sprinkle in candid posts as you feel compelled, and now you get to focus on doing what you do best…
So much easier, right?
Not to mention the consistency and organic SEO (search engine optimization) you generate.
“Sure…you make it sound easy Stacey, but the reality is it’s a lot of work & I just don’t have the time!”
Look, I get it. Sometimes a little guidance is all we need to get the ball rolling. If you can relate, feel free to reach out to me via the envelope button down below. If you’re a real estate professional within the Los Angeles, Ventura or Santa Barbara Counties, I will personally set aside some time to help you out.
What if you’re a real estate agent from a different county or state? Not a problem, just send me a message & I’ll happily connect you with one of my awesome colleagues that services your area.