content marketing use your knowledge to grow your business
TRANSCRIPT
Content MarketingUse your Knowledge to grow your Business
• Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.• There are many ways to deliver your Content
Video Facebook LinkedIn Email Greeting cards (just to name a few)
• Just like any other marketing strategy it requires a plan• This “plan” is referred to as your Content Strategy
• Kristina Halvorson, founder of Brain Traffic, and author of Content Strategy for the Web describes content strategy as “planning for the creation, delivery, and governance of useful, usable content.”
• I love her definition – however• I would have put it in a different order
“planning for the delivery, creation and governance, of useful, usable content”
• Lets break it down into chunks
• The “Delivery” – what methods will you use to deliver your expert content • Part #1 – Your Tools – what tools do you have already to deliver your
content A. Social Media – Facebook, LinkedIn, Twitter, Pintrest B. Email – (all of you have email, scale your list to your tools) C. Blog’s – ActiveRain, Your Own WP Blog D. YouTube – (for those of you doing videos) E. Website – Weebly, MWS, (if your site is served talked with your IT person about regular content updates)
• Part #2 – Consistency – time block for success• You must deliver content regularly to multiple media channels for
your content strategy to work• Set specific days and times for each of your delivery tools
*Tuesday 9-10 | Put new content on AR, and Website (YouTube)*Tuesday 10-10:30 | Post link to above on FB, LI, Twitter / Email list link to above
• The “Creation” – building your content• Part #1 – Determine your subject matter (what are you an expert on)
Renovation Loans Reverse Mortgages VA Loans USDA Loans First Time Home Buyers Construction Loans FHA Streamline REFI Expert
• And that list did not even mention…… Data Base Marketing help Facebook Marketing for Agents How to use videos in your Real Estate Business ……..and so on……..
• The point is, there is always content
• Part #2 Organize – put your expertise on the subject in order• When putting your expertise in order remember that you want people
to understand what you are saying Avoiding industry terms Tell stories to illustrate your point• Always remember to follow the formula
This is what I am an expert on This is how my expertise benefits you This is how you can take advantage of that benefit
• Part #3 Write/Record – putting your subject and expertise into a readable format• Do not make your content to long• Tell the entire story in a short precise way• Do not repeat yourself in your content• People will avoid articles that they feel will take them to much time to
read (another reason why content delivery with video is great)
• Use your SEO tools when writing as well (you are taking the time to create this content, get the most impact you can) Title with Key word phrase Key word phrase sprinkled into the content Link back to related information• You do not have to, but feel free to use a “style” in your content
example: “This weeks Top 10 Mortgage Questions is on Reverse Mortgages 1. Do I still own my home with a reverse mortgage?” then next week’s content “This weeks Top 10 Questions is on Home Renovation Loans”
• Part #4 Consistency – time block for success• Remember you are the expert• These are things you already know about• The amount of time you spend on it will lessen as you get better and
better at creating your content• Start with enough time then adjust your time block as less time is
needed Monday 5-6 Create content
• The “Governance” – tracking the effectiveness of your Content• Part #1 of tracking your contents effectiveness is to determine what
the goal is Get Real Estate Agents to see me as an industry leader Get consumers to see me as an expert • Part #2 is to create a method of keeping a record
Excel Spread Sheet
• Measure all the parts that you can access information forFB Likes, Shares, CommentsEmail reply’sVideo viewsCalls fromLoans from
Type Sunday Monday Tuesday Wednesday Thursday Friday Saturday
FB Like 15
FB Comment
3
FB Share 0
Video View 35
Email Reply 2
Calls 1
Loan 1
• There are 2 places that will cause you to not succeed with Content Marketing #1 – Not being consistent – consistency will increase the number who see your content, and consistency will create trust over time
#2 – Not measuring the results of your efforts – tracking will give you a good idea of what your target audience is most interested in so you can do more of that
“Spin” found content to become your own The FHA 203k and FHA Streamline 203k LoansThe FHA 203k loan program can be grouped into two different types of loans: the FHA Streamline 203k loan program and the FHA 203k loan. The FHA 203k streamline is designed to be a limited repair program and has simpler processes and no HUD consultant required like on the full FHA 203k loan. In my experience, the FHA 203k streamline is a more popular option since many of the needed repairs for bank-owned homes can be considered “cosmetic.”Highlights of the FHA 203k streamline loan:It works very similar to a construction loan – it allows you to purchase a home that wouldn’t qualify for FHA financing due to repair work being needed. The loan amount is equal to the purchase price of the home plus the amount needed for repairs. FHA 203k streamline program allows for repairs ranging from $5,000 and $35,000Highlights of the FHA 203k loan: Qualifying for FHA 203k loans are the same as regular FHA loans Repair work cannot begin until loan closes and the money to pay contractors comes from an escrow account set up when the loan closed FHA 203k loans require UFMIP and MIP just like regular FHA loans Appraisal required Currently available for owner-occupied properties only although rumors are surfacing of an “Investor 203k loan” coming soon.The FHA 203k programs can be used to finance both needed improvements as well as wanted improvements. The FHA 203k loan can go up to 10% over appraised value of the home. Here is a simple example that illustrates how the financing package works:As-is cost of a home: $150,000Improvement costs: $20,000Total cost of home after improvements: $170,000Required appraised value = $154,545Simply put: With the 203k loan, it is possible to buy a house in need of repairs for $150,000, finance $20,000 worth of repairs and have the home appraise after the improvements for $154,545.No wonder this loan is so popular option for financing a foreclosure, bank-owned property or a short sale.