How to create real estate content during Covid-19

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Real estate professionals have a unique opportunity right now amidst the obvious challenges of social distancing and the temporary slowdown in the property market. Everyone is online during the lockdown and social media impressions are up 33% and more than ever people are seeking out digital information and entertainment.

Because of this, it’s a great time to utilize your “local expertise” and leverage your insights within your local market to be a property guide and leader in your community. However, because of this we have seen plenty of not so good content that either sounds self-serving and opportunistic, or reads as insensitive and tone-deaf.


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So here are a few tips for how you can create more meaningful content marketing that ends in a win-win scenario: you gain exposure for your brand and build relationships within your local community and your audience gets access to helpful resources during a difficult time.

  1. Always create helpful and accurate content

    There are a lot of people in the real estate space that are not active, at a time when clients are starving for property insights and to be educated. Now is the time when prospects want and need data to help them make informed decisions.
    Accuracy is important here as well. Stick to the facts, and if you’re going to share predictions, just make sure they are from trusted expert sources. If you do share your opinion on predictions, just be sure to state that it is your own opinion. Remember that things are messy until we are over with the COVID-19 crisis and we can’t predict the future with 100% accuracy.
    Here are a Few Trusted Resources:
     Ministry of Health Malaysia (MOH)
    Centers for Disease Control and Prevention
    World Health Organization (WHO)

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  2. Over-Communicate

    Communication is King at the moment. You need to be actively getting in front of your clients and prospects as a resource with valuable property information. Even if they’re not asking questions right now, when they have questions in a few months they will remember that you’re the one with all of the answers.
    Contact as many of your clients as you can, individually, to check in on them and let them know that you are available as a real estate resource. Lead them with empathy and education. Just remember that your actions during this crisis will affect your opportunities when things settle.
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  3. Create & Share Good Resources

    Everyone is using their social media platforms and consuming information digitally right now. So now is the time to create resources to share information with your own client networks.
    Video is very important right now. Video content is the most consumed content on social media marketing networks and it’s the easiest way for you to get information to your target audience while also sharing your brand and making a personal connection.
    You can try creating video “check-ins” on Facebook and Instagram with updates or valuable information in your market. Share inspiring news that you’ve seen in your own community to add some positivity into your clients’ social media newsfeed. Is your business doing something to give back to the community right now? Make a video about it, and upload it to your property website and social media accounts.
    Just remember that everyone is panicking a little and everyone needs a little positivity, a little reassurance right now. Lead your community with humanity and compassion in everything that you do and you will see positive outcomes in the near future.

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Stay tuned with the for more up-to-date tips and guides for real estate marketing professionals.

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Ben Liau

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