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Real estate agent showing a house to clients

You’ll save time and money in the process.

Key takeaways:

  • Brand coherence is an essential tool for real estate franchisees to build relationships with potential buyers.
  • Automation can help solve the challenges of creating and distributing content.
  • Maintaining brand consistency requires human interaction alongside automation. 

One of the most critical elements of effective marketing across real estate franchises is consistent and timely content distribution. In short, when you communicate clearly and regularly with potential clients, it’s easier to establish and maintain a solid brand voice, often referred to as brand coherence.

It’s not always simple to identify what brand coherence is for your franchise, and, even more crucially, to create and distribute marketing content to real estate franchisees and sales teams. Below, we dig into these challenges and address how automation can be used to efficiently distribute content, ensuring that everyone has the latest materials at their fingertips. 

Understand what content your franchisees need

Before you create a system for content distribution, you need to work out what content your franchisees need, be it marketing materials, market analysis, or training documents. There are many ways to present content marketing in real estate, and here are some:

  • General education. This targets home buyers who may be new to the process. It introduces the home buying experience, including what questions to ask, what to avoid, and clarifies the role of the real estate agent.
  • Market analysis. There are many ways to evaluate the local real estate market, so you can help potential buyers by boiling them down to a simple graphic that the average client can grasp. Your professional expertise goes a long way to helping buyers make decisions. This type of content also has the potential to be shared beyond your own community and assist others in your region who have the same challenges.
  • Virtual walkthroughs. The walkthrough is the touchstone of any real estate business. The pandemic brought a renaissance of virtual walkthroughs, whether by pre-recorded video, photo slideshow, or live video chat.
  • Home repair advice. Home maintenance is a top priority for homeowners or those considering buying. This is a great opportunity to create evergreen content that lives on your site and shows your expertise in the field, building trust so that when the time comes to make the leap, potential homeowners will look to you first.

This is just the tip of the iceberg. From YouTube videos and social media to monthly newsletters and infographics, real estate franchisees need a robust variety of content to stay relevant to potential clients.

Help franchisees overcome content challenges

At its heart, content marketing provides value. But if it’s not going to the right audience at the right time, that value can disappear quickly. Here are some of the challenges franchisees face getting their message in front of welcoming eyeballs:

  • Not enough resources. Creating compelling content takes far more time, skill, and money than originally anticipated. It also tends to get pushed to the side in favor of more immediate concerns, like the daily needs of the business.
  • Unreasonable expectations. Content distribution is a marathon, not a sprint. It may take weeks or even months to reap the rewards. It’s critical to educate your team, including top management, that it takes time to grow a garden, and a client base.
  • Fear of uncertainty. Marketing executives like campaigns that work. So when something sparks fire in an audience, they tend to go back to that idea over and over. While this may provide short-term results, it can blind them to other topics or approaches to content that might bring in a new audience, even if it falls outside of their comfort zone.
  • Lack of consistency. One of the toughest parts of content marketing is producing and distributing it consistently. So many things can get in the way, be it budget meetings, showings, or closings. But it’s worth the struggle to put it out consistently, as it creates a habit within your potential client side.

Although these challenges may seem daunting, automation can be an effective solution to get your content out to the right audience.

Use automation to distribute content

Below are some of the digital tools and platforms that can help automate content management and distribution.

  • Content management system (CMS). A CMS is software that allows your team to create, schedule, and deploy digital assets like newsletters, blogs, videos, social posts, and much more.  It has a variety of tools that help with creative templates, editing, workflow and user management, publishing, and scheduling. Popular options include WordPress, HubSpot, and Drupal.
  • Customer relationship management (CRM) system. A CRM system is software that helps keep track of and improve customer interactions. It is a storehouse for customer data and monitors every interaction and sale that’s made. It also automates sales and marketing processes and provides analytics to show what’s working and what’s not. Salesforce, Zoho, and Microsoft Dynamics 354 are popular options.

As we touched on briefly above, there are several essential automation tools that any CMS or CRM should have, including content templates to give your franchise a unified look and feel, automated distribution to publish content at optimal times, visual automation to quickly generate images or videos that fit your brand, and analytics to make sure every other tool is working as it should. Next, let’s get into techniques for effective content automation. 

Segment, tag, and organize your content

Now that you have the tools, here are the strategies to put them to use.

  • Content segmentation. Divide your content based on topic, type of content, and audience. This requires a healthy knowledge of your audience’s likes, dislikes, needs, and behaviors. Segmentation ensures that each potential client gets a message that’s relevant to them. This also can improve search engine result pages (SERPs), which leads to higher web traffic and click-thrus.
  • Categorization. This creates a structure of categories and subcategories on a franchisee’s website that can help visitors quickly find the right information, whether they are already browsing the site or coming to it from a search. The more exact the categories, the faster potential owners will find a property that fits their needs.
  • Metadata. This is an organized series of terms that help search engines find your content using page titles and descriptions, whether you sell shoes, vegan donuts, or real estate.

A solid organizational plan using these tools makes it that much easier for your content to find its target audience. Let’s dive into maintaining brand consistency next. 

Maintain brand consistency and compliance

Brand consistency is one of the most critical components of successful marketing. It helps your firm establish a rapport with potential owners and build trust over time. Consistent messaging develops your unique brand voice which creates loyalty and separates you from the crowd. So when the time comes to make an offer, a new home buyer will think of you. When a brand lacks this quality, or changes it dramatically, there can be major consequences.

Automation is also a key tool to ensure your team conforms to brand guidelines. Automating customer relations can go a long way to providing a consistent, positive experience, with far less staff time needed to monitor every interaction. Some specific examples:

  • Optimized customer service. Automated chat assistants can supply speedy and accurate answers to common questions and handle repetitive tasks, like providing dates and times of upcoming showings, addresses, and links to paperwork.
  • Empowered self-service. Once the basic questions have been tackled, AI can move potential buyers through self-service options to look up property details, book showings, and even make down payments.
  • Stress-free staffing. It’s particularly challenging to maintain brand consistency with high staff turnover. Every new person requires starting from scratch with their brand education. Not to mention the time and money required to constantly recruit and hire. Automation allows your “front desk” personnel to always be reliable and on message.

Of course, you can’t automate all brand interactions – the human touch remains vital for real estate franchisees. Here are best practices to help your non-AI employees maintain brand consistency.

  • Articulate your brand guidelines. Clearly lay out your company’s priorities for its visual identity, tone of messaging, and customer service practices.
  • Make training a priority. Your team must understand why brand consistency is important and how it makes their jobs easier in the long run. This training applies to everyone from the newest admin assistant to the CEO. Scripts, cheat sheets, and PowerPoints are all useful reminders to help the team stay on message.
  • Keep an eye on things. Monitor team interactions with customers, as well as print and online materials to keep things consistent, and correct issues quickly when they arise.

Every franchise is different and therefore the proper balance of automation and in-person interaction will ultimately be up to you, depending on your market, staff size, and budget.

Engage a content automation partner

In today’s hyper-competitive real estate environment, automating content distribution is critical to maintaining brand consistency within real estate franchises. Not only can it improve engagement, support your sales team, and grow your pool of potential buyers over time, but it can also save your firm valuable time and money.

But how and where do you start? Luckily, REP Digital can help you take that first step. Our all-in-one approach captures exciting brand stories through a streamlined process that combines production excellence, creative expertise, and strategy. Our unique and powerful SaaS platform Morpheus Marketplace brings with it a team of content creators and creation tools. You can be an early adopter of this singular tool when you join our waitlist today.