Case Study – How a Top 5% Real Estate Agent Uses Content Curation

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Bo Kauffmann is one of the top real estate agents in the highly-competitive Winnipeg, Canada market.

One of the many reasons for his outstanding success is that he understood the value of the Internet and social media early in his career.

After many years of hard work, Bo was looking for an easy-to-use solution that would help him reach his content marketing goals and generate more leads.

The Situation

Bo needed a fast and simple way to overcome a series of roadblocks to his content marketing efforts. Most important he was looking for:

  • something to supercharge current online marketing efforts
  • help with managing content marketing and social media as it was becoming too time consuming

Bo knew that home buyers and sellers start their search online. And, he was right.

According to the National Association of REALTORS® Profile of Home Buyers and Sellers, for 42% of buyers, the first step that they take in the home buying process was to look online. Only 14% of buyers contact a real estate agent first.

“I wanted to make sure I had a strong online presence,” Bo explains. “That’s why I’ve had a website, blog, and social media accounts for more than 10 years.”

He was where he needed to be, but he also knew that there must be a better way to manage his content marketing process.

Content Marketing Is Too Time Consuming

winnepeg-hombuyers_300Bo has hundreds of blog posts on his website Winnipeghomefinder.com. He also maintains an exhaustive collection of social media accounts, including Facebook, Twitter, LinkedIn, Google+, Stitcher, and iTunes.

Unfortunately for Bo, it takes dozens of hours each month to generate the content needed to funnel into his blog and social media accounts.

Spending so much time on content creation left him with less and less time to handle other areas of his business.

Bo began to realize that he needed a content curation tool that would streamline his online marketing efforts.

“I wanted something that could compliment, and provide content for, the articles I write for my blog, so that I could provide more value to existing and prospective clients,” Bo says.

The Solution : Bo Gives Curation Suite and the Listening Engine a Try

Bo turned to Curation Suite and has never been happier with the execution of his content marketing program.

When Bo was searching for a curation tool, he wanted to get the best value. That meant finding a tool with all of the features he needed at an affordable price.

After reviewing his options, he selected Curation Suite. This Curation Suite WordPress platform (plugin) contains a collection of tools that empower users to publish high-quality, engaging content in less time. So that he could take advantage of more advanced content discovery and publishing features, Bo also selected the Listening Engine add-on.

The Results

Shortly after setting up Curation Suite on his website, and fine-tuning the Listening Engine, Bo was ready to supercharge his content marketing efforts.

  • Saved time finding content to publish and share
  • Dramatically improved online presence by keeping site and social profiles with fresh content

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“Curation Suite saves time,” Bo shares. “I can go into my Listening Engine knowing that I’ll find multiple articles that are relevant for my market. And, I can sort them by the number of social shares, trending, and more. Combining articles with my own original content has proven to be the most beneficial to me, both from a time and quality content perspective.”

Now, Bo spends less time searching for interesting topics to write about and finding the right images to use.

This means that Bo has more time to spend serving the needs of his existing clients and nurturing the leads generated by his content marketing efforts.

Dramatically Improved Online Presence

Another thing Bo experienced was an improved online presence. That’s because he now finds and shares what his target audience is interested in and wants to read.

“The search features of the Listening Engine automatically pull back content based on the websites and keywords I follow,” Bo explains. “I also like the ability to share on social media platforms directly from the dashboard.”

Having a tool that discovers content your audience will care about is a huge time saver when using a strategy like content curation. For a real estate agent that means being able to find the top trending stories in a local market.

Curation Suite’s ability to quickly discover relevant content and publish right within your WordPress dashboard means you’ll save time in both finding content and publishing content. Also with Curaiton Suite’s tight integration with top 3rd party social media tools like Buffer and Hootsuite the Listening Engine enables any real estate professional the ability to be highly relevant and part of the local conversation.

What Does Bo Think of Content Suite?

“After using Curation Suite and the Listening Engine for about 6 months I loved how easy and complete this tool is!” Bo says with a wide smile.

“Try it! Use it! Find out for yourself how Curation Suite and Listening Engine can impact your content marketing goals.”

It’s no wonder why Bo is in the top 5% of REALTORS® in Winnipeg.

Tips for Using Curation and Curation in Real Estate

There’s a few things to keep in mind when using a strategy like content marketing and curation to create leads and awareness in real estate.

First, most new visitors and people you will attract simply aren’t in the market for a real estate agent. So focusing on building authority, keeping your online presence fresh, and permission marketing (like email and social) is essential. That way when someone is in the market for a real estate professional (selling or buying) they think of your first.

So what type of content should you curate?

You’ll want to mix it up with local real estate stories and general fun and interesting news from your local area. Publishing these type of stories allows you to be part of the local conversation.

When using the Listening Engine you’ll want to create a mix of topics. A few topics that will help you stay abreast of local or even national real estate news. Then a few topics that will help you discover trending stories and news in your local market.

How much do you want to publish and share?

At a minimum you want to curate once a day. Generally this post will be what is called a single source curation. It’s important that you mix up the topics that you cover. People like a variety so mix it up a bit.

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For some days cover real estate news and for some cover a general interest story from your local market. Ideas for this general story:

  • A new restaurant opening
  • How a new construction project will effect the local area
  • An up and coming special event such as a concert, circus in town, etc.

You could also do a weekly roundup where you round up the top stories from your local market.

For social sharing you want to follow what is typically the best practices:

  • Share on Facebook 1-2 times  a day.
  • Google+ share 1-2 times a day (different content than Facebook)
  • Twitter anywhere from 3-10 times a day

Finding content to share is easy with the Listening EngineSimply choose your topics or choose all topics and sort by either social shares or the proprietary trending score. This will provide you with high quality content that you can share using the Hootsuite or Buffer integration or share directly with each network by clicking on the network icon.

The key as with any content strategy is consistency is what will ensure everything outlined above will be a success.