There is a reason I am not creating a video to tell you about this.
I don’t think you have to create video to win. To be 100% clear though, video will get you there faster. That being said, written word can build a brand just as well as video.
You have to love copywriting. There are a ton of amazing books out there on it. I would start reading all that you can as soon as possible.
It will help with video creation and scripting too.
Why you should consider writing for lead generation
It can be read anywhere
You can change the content whenever you need
It can be consumed all throughout the day whereas video needs audio and limits your exposure
It can be short or long. Both are effective.
The tech stack is 99% lower than video creation
You can be mobile
Video on the other hand works because:
People learn who you are quicker by seeing and hearing you
Video is the central consumption medium on mobile
Your sales process will be shortened significantly if you focus on video. People feel like they already know you.
But video is not the end all be all to marketing. So why am I writing this post?
I did my monthly webinar mastermind over at REAL last week and one of the guests wanted to build a brand in a niche that I thought was great. Great topic. Great group of people she could go after. The issue was that she didn’t want to do video to reach them.
“So am I dead in the water?” She sad…
No. There is another way.
It got me thinking this past week on how I would prove that while video may be the fastest path, it is not the only path.
Could I prove it?
I think so.
What if I used our RCC method as we normally do but only used written content (and images) to get real estate deals for 30 days straight?
If you don’t know what RCC is, it stands for Reach, Collect, Convert.
Reach - Content to build brand
Collect - Free guides (landing pages that ask for contact info) that establish authority
Convert - Asking for the appointment
Every day I would create a piece of written content. A blog post that I would pout through our content engine for exposure. I am going to do this on an almost daily basis and then drive traffic to out conversion engine to get contact info.
Here is what that looks like:
Build the content engine (we use HubSpot)
Create the landing pages and lead generation engine
Create one Priebe of written content every day
I’ll document the whole thing and give you the how to.
Yes, I will need to run ads.
SEO? Not even focused on it yet. To be clear, with written content, SEO is great. But I would invest in it once the pipeline is consistent. Think of this as pouring gas on the fire, not the fuel that starts the fire.
How would I measure success?
First goal:
The amount of marketing touches/visits and ad spend I need to have to get the first client.
Stop paying for all these BS real estate subscriptions that you think are going to get you more deals.
Yes, you can do this on Wordpress too if you want.
So, here is how I am going to do this.
If you just want to be a voyeur and see if this works, subscribe top the podcast, I will give you the journey there.
If you want the actual road-map and the ability to wrap me off so you can run this in your business, then I will include this entire process in the Real Estate Operator Premium Membership.
The pages
The emails
The follow up
The Call To Actions
The Ad creative
I’ll give you a video update on a daily basis explaining what I did that day to get closer to a deal.
Plus how I build everything. I don’t have any of this built right now. I will do it all in front of you.
Steve Olson
