Creating On-Brand Content at Scale
Creating unique content while managing client needs can be handled with AI and other tools for personalized, consistent marketing.
NEW YORK – Real estate professionals may feel like content creation and social media are a full-time job in addition to their full-time job, but experts say there are tools and strategies that can ease the burden. There are ways to ensure on-brand content is created and shared online while meeting client needs.
Creating content that is as unique as the community served can take time, but personalization and consistency is just one way to ensure potential clients are aware of an agent's expertise and services. Every agent should have secure access to a brand kit that includes approved fonts, logos and colors, as well as stock photos and easy-to-use templates for property flyers and social media posts.
Well-designed, SEO-optimized websites and email newsletters can also be powerful brand-building and lead generation tools, but yard signs, mailers and local advertising also are necessary and should be cohesive with the firm's digital marketing.
Artificial intelligence is one tool that can help agents develop an omnichannel marketing engine with a light lift. Firms also should consider tools that can streamline workflows for creating, scheduling and tracking social media posts. Having a centralized tech stack that works cohesively can unlock significant time savings.
AI can help with generating compelling property descriptions, market comps, and predicting trending design elements for staging, but agents will want to review these efforts for errors and other mismatches. Integrating AI tools with CRM data can enable the automatic production of personalized content for clients.
Source: RISMedia (08/28/24) Robinson, Emma
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