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If there’s one type of entrepreneur that can benefit from strong content marketing, it’s real estate agents.

I learned this when working with a client of mine, Andrew Doumont of One Percent Guys.

Andrew is a top real estate agent in Toronto (especially Etobicoke) who offers affordable 1% commissions to his clients.

I recently worked with Andrew on two articles:

The Future Of Etobicoke Real Estate In 5 Fascinating Numbers, and Analyzing Canada’s Hottest Real Estate Markets.

When Andrew approached me, he said that he was keen on doing some content marketing, for a number of reasons:

  1. Getting SEO Juice to his site & ranking in Google (duh).
  2. Having content that readers can look at to help them make informed purchases.
  3. Building authority and a good reputation in his field.

Of those 3, it’s the final point that Andrew said mattered the most.

Real estate is a sales-heavy gig.

To really succeed, you need to pursue clients and negotiate win-win terms that benefit you (the agent) and the client.

In sales, people often talk about different ways of reaching out to clients:

  • Cold calling.
  • Email marketing.
  • Handing out business cards.
  • Advertising.

These can work… And in fact, some people make these strategies work extremely well.

But as any good real estate agent knows, the pinnacle of sales is when you can get the client to come to you.

Herein lies the value of content marketing–not just for real estate agents, but for practically anyone in a professional field:

By building authority with high quality content, you become a professional who is talked about, mentioned by high-profile people in your profession and your community in general.

When that happens, you reach the pinnacle of sales: having your clients pursue you instead of you having to pursue them!

So the next time you’re thinking about writing a blog post, an article, or a social media bit, ask yourself:

“What is this doing to build by authority?”

If you approach everything you do with that question in mind, it can transform your business in ways you would have never thought possible.