The real estate agent’s guide to creating evergreen content

What is evergreen content and why should you care?

Simply put, evergreen content is content that doesn’t have an expiration date. News stories, for example, are only interesting for 24-48 hours, but evergreen content is relevant, valuable, and helpful for your potential clients all the time.

The best part?

Because it’s always available online, it can gain traction over time. In fact, some videos accumulate views exponentially faster the longer they’ve been online. Why? Because most people would rather click on a video with 1,000 views than a video with 10 views. Once you’ve gained people’s trust, the traction keeps going and the leads keep coming in.

So what’s an example of evergreen content in real estate?

Let’s take a look at one of the most common questions people ask every day: “Should I buy or rent a home?”

This is a question that people will ask for decades to come. If you make a Topic Video on this today, the piece will always be relevant for a portion of your target audience. The topic isn’t time-sensitive or based on today’s trends. Rather, it’s a timeless asset that you can use time and time again to grow your real estate business.

So what are the benefits of creating evergreen content?

• Long-term lead generation. The beauty of evergreen content is that it is discoverable by new prospects. Your real estate videos will have a longer shelf life if you incorporate evergreen topics into your marketing strategy. Because these topics are evergreen, they will always be relevant and valuable to new potential clients who find your website or social media pages.

• Higher search engine ranking. Search engines like Google love evergreen content. Let’s go back to the question of “Should I buy or rent a home?” This is something that potential buyers type into Google each and every month. Because search engines know that people are continuously asking this question, they’ll reward brands that publish evergreen content that answers this question. As your SEO (search engine optimization) improves, this means higher rankings and increased traffic for you. Ultimately, this means more qualified leads!

• More content for social media. Because evergreen content is always relevant, you can share it again and again on social media! Of course, you won’t want to post the exact same video every week, but if you want to post the same Topic Video once or twice a quarter, go for it!

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Creating evergreen content with a long shelf life is counterintuitive for most real estate agents.

Why?

Think about it: real estate is a fast paced world. Much of what you talk about with clients is timely and based on present-day conditions. For example, interest rates are always changing, so if you make a Topic Video about mortgage rates, chances are that that video won’t be relevant for long. Similarly, a video property tour of a home is only relevant until the home is sold.

Now, this isn’t to say that timely content is bad. In fact, timely content is hyper effective and will get you immediate leads!

But if you want to differentiate yourself from your competitors, if you want to grow beyond your competitors, then you will need to invest in evergreen content as well.

By intentionally incorporating evergreen content into your video marketing strategy, you are creating a strong foundation for the long-term health of your real estate business.

What Are Examples of Evergreen Topics for Real Estate?

At Rolla, our Topic Video template will help you create evergreen content that attracts quality leads.

These are things that all home buyers and sellers want to know about — and some of those things will never change.

Consider the following topics:

• How much home can I afford?

• How much of a down payment do I actually need?

• When is the right time to apply for a mortgage pre-approval?

• What should I look for in a home?

• What are the local amenities and resources in my area?

• How do I know I can trust my real estate agent?

• How much do I pay a real estate agent? Or how do I pay a real estate agent?

• How do I prepare my home for an open house?

• What should I expect on closing day?

• What do I need to know as a first time home buyer?

As you can see, these are all topics that have a long-shelf life. The answer isn’t dependent on present day market conditions.

If you were to film all of these videos today, chances are that the answers you give are still going to be relevant years into the future.

Remember, the more pieces of evergreen content you create, the more touchpoints you are creating for potential clients to find you. This means that you are increasing your discoverability and are differentiating yourself from other realtors in your market.

At Rolla, we understand that both evergreen and timely content are necessary for an effective marketing strategy. Our products and plans are designed to help you take advantage of both to grow your business and better serve your clients!

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