real estate content
Denise Amara Nov 26, 2014 Lead Generation Fridays, Real Estate Blog Tips, Social Media Marketing 0

New York Times recently did a study with 2,500 medium/heavy online ‘sharers’ and conducted segmentation to identify the main types of sharers.

1.  To bring valuable and entertaining content to others

49% of people say sharing allows them to inform others of products they care about and potentially change opinions or encourage action.

94% carefully consider how the information they share will be useful to the recipient.

“I share to enrich the lives of those around me.” – Survey participant.

What does this tell us? 

People who share to bring value to others don’t ever do it accidentally. 94% carefully consider the information they share before sharing it.

If you want your real estate content to be shared, you’re going to have to start thinking of topics that bring value to your audiences friends list.

 

What type of real estate content will relate to value and entertainment?

Anything new and exciting going on in your city:

  • A celebrity moving in to your town -> Entertainment
  • Policy changing in your town -> Value
  • Any type of city changes -> Value

 

2. To define ourselves to others

68% share to give people a better sense of who they are and what they care about.

“I try to share only information that will reinforce the image i’d like to present: Thoughtful, reasoned, kind, interested and passionate about certain things.” – Participant.

What does this tell us?

If you build a brand that people can identify with they will help share your content because it reinforces their beliefs.

 

Type of real estate content that will help your audience define themselves:

  • Blog posts about charity’s going on in your community.
  • Group events happening in your community.

 

3. To grow and nourish our relationships

78% share information online because it lets them stay connected to people they may not otherwise stay in touch with.

73% share information because it helps them connect with others who share their interests.

“I miss the companionship and conversions on Facebook. I feel like I’m probably missing out on some things without the connection.”

What does this tell us?

These type of people share to connect with people and build better connections through sharing the same interests/content.

 

What type of real estate information this group will share:

New golf courses being built and these type of interests. People who golf want to know what’s going on and will be the first people to share their friends when they know.

Think about any type of hobby people might take up and where/how that’s happening in your city. The people who connect with that hobby will share it.

 

4. For self-fulfillment

68% share information because it allows them to feel more involved in the world.

“I enjoy getting comments that I sent great information and that my friends will forward it to their friends because it’s so helpful. It makes me feel valuable.” – Participant

What does this tell us?

People want to share highly valuable information that almost seems exclusive…. Unless you know the person sharing it.

 

What type of real estate content will relate to self-fulfillment?

  • Pocket listings
  • Private open houses
  • New constructions being planned but, not started.

 

5. To get the word out about an important cause.

84% share because it is a way to support causes or issues they care about. 

“I forwarded an article about Proposition B to everyone in my union. I wanted them to learn about the issue and rally against it.” – Participant

What does this tell us?

People love to get behind causes.

 

What type of real estate content will relate to important causes?

  • Any policy changes such as ‘Proposition B’ in the quote above.
  • YOU. You can create campaigns/goals for your own career to get people behind and supporting.

 

6. Sharing acts as “Information Management”

73% of people in this category say they process information more deeply when they share it.

85% of people say reading other people’s responses helps them understand.

“Sharing information helps me do my job. I remember products and information sources better when I share them and am more likely to use them.” – Participant

What does this tell us?

People share content they want to learn more from.

 

What type of real estate content will relate to Information Management?

  • Deep dives into complicated real estate topics.
  • Market updates with explanations of why the market is moving up or down.
  • Informational opinion pieces such as “Why now is the best time to sell your home backed by data.”
  • Use this information to your advantage to get more shares and ultimately get more leads.
  • Don’t forget to leave a comment below with what you thought of the article!

 

Use this information to your advantage to get more shares and ultimately get more leads.

Don’t forget to leave a comment below with what you thought of the article!

[source= New York Times]

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