Harness the Power of Inbound Marketing

For some time now, studies have shown that 90% of home searches begin online. That means that if you're in the real estate business, it's imperative that you maintain an active online presence. If you aren't online, you are invisible to people who are looking for the services of a real estate professional.

But how can you maximize the impact of your online presence, and minimize the effort involved in completing yet another "must-do" task?

Agents can no longer rely on buying digital ads or sending bulk emails to reach customers. Eye tracking studies have shown that approximately 80% of Internet users ignore paid Google or Bing ads when looking for a product or service. Unsolicited emails are similarly ineffective at attracting consumers' attention because they tend to go unopened and unread. With their high costs and minimal impact, these forms of outbound marketing offer a disappointingly low ROI.

Creating high-quality, relevant, and interesting content that naturally attracts Internet users toward your services is the key to succeeding online. The same eye tracking studies that found online ads to be ineffective demonstrated that consumers are drawn to valuable organic content. Why fight human nature? If you want to attract people, give them what they want: engaging content.

This technique is known as inbound marketing. By sharing content that aligns with the interests and values of current and potential clients, you position yourself as an attractive, valuable, and relatable real estate professional. When consumers are looking to buy or sell a house, they will turn to you because they are familiar with your content. They already know and trust you. This dynamic approach generates leads and maintains your relationship with your existing client base.