Repurposing Your Real Estate Content for Multimedia Marketing


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When it comes to content creation, consistency and quality are key. You want to keep your clients engaged and interested regularly, but creating enough valuable real estate content to meet that goal can be difficult. A common oversight of real estate agents is the failure to develop multimedia content; you might focus so much on text and photo that you forget about video, podcasts, and social posting.

Lucky for you, there’s a little industry secret we want to let you in on – you can get 20 times as much out of one piece of content. How? Cut it, quote it, summarize it, transcribe it, record it, repost it, and boom – you just multiplied your content.

Okay, so it’s a little more complicated than that, but let’s break it down. With the amount of content posted online each day, quality now trumps quantity. Of the roughly 6,000 Tweets posted every second worldwide, your content needs to be good enough to generate genuine interest from your followers, and text alone won’t get you very far.

If you’re having trouble creating engaging content, follow this step-by-step guide on how to repurpose it:

Step 1: Start with video

To start things off, you’ll need to create that one extra-special piece of marketing content. This will be your home base from which you pull all of your snippets and clips, so you’ll want to give yourself a good amount of content to work with. If you currently run a blog on your website, you probably already know that writing is highly time-consuming, so we suggest starting with video.

Decide on an exciting and relevant topic, record, cut, and edit a high-quality video for your audience. Studies show that 72% of people prefer video over text when it comes to content. So video gives you a great place to start when repurposing your content.


Step 2: Transcribe your video to text

You might be surprised by how much text content comes from a single video. Whether you want to post your transcribed video as one blog or you want to break it up into multiple, you’ll have more content to use. Chances are, your blog will have a conversational tone that’s easy to digest.

Read through and decide if you can build off of anything in the original script. One of the beauties of multimedia marketing is that you can release similar, maybe even identical content, without anyone noticing. Your audiences can read a written blog post and possibly learn something they didn’t pick up during the video recording. You can even use the written text to send out email campaigns that link to other blogs, videos, or audio.

Step 3: Pull the audio

Turn your original video into a podcast! You can stick with the full length or go with a shorter version; either way, you have the content ready to go whenever you need it. Unfortunately, many real estate business don’t feel the need to enter the podcast arena, which is why it’s still such a lucrative market. By 2024, the podcast market is expected to reach 100 million listeners.

Step 4: Start to extract smaller pieces of content

Now that you have audio, video, and text, you can start to extract content for socials and email. Your social posts should be short and sweet, and you should try to post the same content simultaneously across platforms. This way, the same post reaches a much wider audience, and you get more out of each post.

You can always post snippets of your video on socials, too. A 30 to 60-second cut containing relevant information about the current market, housing price forecasts, or interior design trends can pique your followers’ interest. If your video quality isn’t up to par, go with a quote or infographic instead.


Step 5: Optimize all of your content

Creating relevant multimedia content will help with your SEO rankings as well. To put it simply, search engines like Google and Bing want to provide the best search results possible, so the more they know about your company and your content, the better. A wider variety of multimedia content gives the search engine a much more complete picture of who you are and what you do. Ensure you’re taking advantage of metadata, keywords, topics, and hashtags whenever you post your content. Get your videos on Youtube and your audio on Apple Podcasts. Do everything you can to make sure that audiences can access your content on a variety of platforms.

If our guide seems like a lot of work, well, it can be. Content creation can be a tedious process, but multimedia marketing can help to push you ahead of your competitors. If you don’t have time to do it all, keep in mind that the key to consistent and relevant content is repurposing. Create 15 social posts from one blog or 3 video snippets from one informational interview – the choice is yours.

If you’re interested in optimizing your content, sign up below today.

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