Using Content to Attract More Purchase Business

This week, in light of everyone working to get their production back up, I want to explore how using content can help attract more purchase business. Writing and publishing original content lets you connect with a wider audience, show them who you are and what you do, and create new opportunities for engagement. If content isn’t a part of your marketing strategy currently, now is the perfect time to get started. If you’re already posting content consistently, it could be beneficial to take a beat to assess what’s working and what isn’t. When it comes to bringing in more purchase business, there are some content strategies that will set you apart from your competition. Here are a few things to consider:

Share Relevant Content to Buyers

Start by thinking about the clients you’re working with now, or those you’ve worked with recently. What are the most common questions and concerns you’ve heard? These can serve as a great source of inspiration for content creation. If a prospect finds your website or social-media profiles, and you’re writing in-depth about a topic that’s already on their mind, you’re going to get their attention. Pay attention to the posts that perform and the ones that don’t. Then, naturally, do more of what’s working.

Highlight Your Expertise

Borrowers want to work with someone they can trust. They have to be confident in your abilities before they’ll take the next step. Content gives you the perfect platform to highlight your expertise to your audience. If you specialize in a particular niche, this will also allow you to show prospects why you’re the clear choice to work with in your local market. The more you write about specific topics within your niche, the easier it will be for prospects to find you.

Don’t Forget Personality

When you have content easily accessible online, prospects can get a better idea of who you are as a professional and how you work. Making sure your personality comes through is essential. People want to work with someone they can relate to (who also happens to be a seasoned professional). Write about what you know — share personal examples and experience and let the passion for the work you do come through. It may take some time to find the right balance between professional and personal, but once you find it, you’re going to have a much easier time getting attention.

Broaden Your Reach

Writing and publishing original content takes some time, and you want to get the best possible results from your efforts. Just posting it on your website or blog and waiting for your audience to arrive isn’t the best strategy. Give some thought to the SEO and include the keywords your prospects may be searching for. You’re going to also want to share your posts across multiple social-media platforms to make it easier for your connections and followers to 'like',comment on, and share your posts with their own networks. Spending time connecting online to other professionals can often give you access to bigger networks right away. Send a short note along with your connection request, and leave the sales out of it. You’re building relationships — there will be plenty of time for sales later.

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If you’d like to talk more about any of these ideas, or if there’s something else I can be of assistance with, don’t hesitate to reach out. I’m always happy to block off some time to connect.