How to Repurpose Your Real Estate Marketing

This post is at its best as a podcast!
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You probably have a lot going on in your life. From juggling your day-to-day as an agent to your personal life, it can be a lot to keep up with. And when you throw your real estate marketing in the mix, it can be downright overwhelming. 

There are videos to do, social media to remember, listings to promote, past customers to stay in touch with - the list goes on and on. What if I told you there's one simple strategy that can help you with all of this? Because I believe, and I'm sure you do too, that we should work smarter and not harder. So, in this week's episode, I'm covering how to maximize your real estate marketing efforts. 

I want to let you in on a little marketing secret that has served me well for many years and allowed me to accomplish a lot with little time or human resources. It's also not something you need to be a professional marketer to pull off or even watch a bunch of training videos to figure out.

It's a very simple formula, you just have to remember to do it. Once you get into the habit, you will save your future self so much time and energy. 

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And the answer to maximizing your real estate marketing is this - repurpose everything you do. 

Don't ever create something and use it one way. We want to maximize our marketing efforts by using whatever piece of marketing we create in as many ways as possible. This will allow you to create once and implement across multiple channels, to new audiences, and in new ways. 

So, instead of coming up with a social media post for the day, writing an email, creating a blog post, and more, you maximize one piece to achieve every other piece of marketing that you need to do. 

It all starts by having one central piece of marketing or content and using that to achieve your other marketing efforts. I like to think of this as your marketing base. 

A great example of how this works is this podcast. So, for this podcast, I need to come up with content, record audio, get a blog post together, write email copy, create social media posts, and promote, promote, promote. I don't work on each of those tasks individually. I build off the initial outline to create all of it. 

Here's an example of what that looks like: 

1. Write outline & script of the episode (copy)

2. Read and record that copy for podcast audio

3. Clean up the script copy to create the blog post

4. Use sections of the copy for multiple social posts

5. Use the intro for email marketing

I use one base to create everything else. This is a huge time saver! Especially when it comes to email marketing and social. It's practically done for me! The juicer the marketing base is, the more you'll be able to get out of it. If you start out with a blog post, you can turn that into multiple social media posts and even emails. The more in depth-your base, the more ways you'll be able to use it later. BUT it doesn't have to be a big production to start. 

This is a very easy strategy for you to implement as well. So, let's go over an example and a few tips for you to implement this right away. 

Example: Repurposing Listing Marketing

I think promoting a new listing is an easy way for you to see this plan in action. So, let's imagine you have a gorgeous new listing. In this example, the "base" for our marketing strategy would be our listing description because we can use it in multiple ways. Now, you might be used to taking your listing description and sticking it on flyers and other places, but I want you to be more thoughtful with your "base" to begin with. 

So, when writing your listing description, have some flow to your language. That way, it's more conversational, and you won't need to edit it much later. 

Instead of saying, "4 bedroom home in Orlando with upgraded kitchen. Located in XYZ neighborhood. 5 minutes to popular shopping." We want to tell a story that will sound good being read anywhere or even spoken. So change it up to "As soon as you step inside this 4 bedroom in XYZ neighborhood, you'll be greeted with a stunning view of the upgraded kitchen…" You get the idea. 

Now, you can take that easier-to-read listing description and use it for a social media post. Use sections of when you share individual photos. Who says you only have to share a new listing once? Maybe you share the whole house preview, the kitchen, and the outdoor space on different days, using sections of the original listing description as your social share. (Click here to see How to Turn Old Listing Photos into New Social Posts)

You can use that same listing description for an email blast, print materials, and if you plan to do video, use this as the base for your script. That's the difference. If you know you want to use it in multiple ways, create it that way to begin with. This is such a huge time saver! 

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A listing description might be an obvious example. But how many times have you taken a social media post and used it in other ways? I've seen so much great content on social lately. Are you taking it and using it in emails? Can you take what you're creating and use it in other ways? If you took time to come up with engaging or informative content, get more eyes on it. Consider adding it to an email campaign or newsletter. Could you make flyers, add to your listing or buyer presentations, or even create videos from some of the social media content you've been putting out there? 

Make a list of the last five things you did for your real estate marketing. Could you go back and repurpose any of those in other ways? 

Quick Tips for Repurposing Your Real Estate Marketing

Here are a couple of quick tips to help maximize your real estate marketing every time:

Tip 1: Create your base with the plan to use for other materials. If you start off with the intention of using something in multiple ways, you'll save yourself time in the future. 

Tip 2: Challenge yourself to use something at least twice, if not more. This will force you to look at everything you're doing and maximize it. 

Tip 3: Create an action plan to use in other places. Create a list of the places you want to maximize your marketing. If you'd like to use your social media posts for newsletters and flyers, write it down and implement it. 

Bonus Tip: Plan to re-share or re-use at a later time. One of the biggest missed opportunities in real estate marketing is using something once and never using again. With social algorithms and email open rates, not everyone is seeing what you're doing all the time. Don't be afraid to use it again in the future! And make a plan to do just that!

I've been using this strategy for years because it works. I can't tell you how much time I've saved by having a marketing "base" and working off of that. You can accomplish so much more and show up in more ways without doing more work. It's a marketing win-win. The trick is, you just have to make a conscious effort from the beginning to implement it. It's easy to say "ok, done with social for the day" and move on to something else. Instead, try thinking "I'm done with this excellent piece of content that I did for social. Could I turn it into a quick email? Or add it to a piece of marketing collateral?" 

In many cases, the answer is yes. Or better yet, start with your marketing base and then figure out all the different ways you're going to use it. That's what I do with this podcast!

Maximizing your marketing is all about taking something you already have and making it work for you, not you working for your real estate marketing. 

Be sure to tune in to the podcast for all the details! Listen on Apple Podcasts | Spotify | Stitcher | Google

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I’m Heather Colby, host of the “Ideas for Real Estate Podcast.”

If you like what you read here today, I’d encourage you to take a listen to the episodes. :

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