Digital marketing guru John Rampton has a simple formula for how property or finance businesses can turn online activity into offline sales.

The key, he told Big Questions with Cal Fussman, is to “give away the farm” in your blogs and social media posts – to reveal all your intellectual property to existing and potential customers.

Rampton says that if you focus on continually helping people:

  • 1 in 10 will help you back
  • 1 in 100 will become customers
  • 1 in 1,000 will turn into a million-dollar relationship

Keep giving value, keep giving value, keep giving value

The secret of success with marketing your property or finance business, then, is to continually provide valuable content to your target market. Examples might include:

  • A real estate that explains what staging a property is
  • A buyer’s agent talking about making a clean offer
  • An accountant publishing an ebook that reveals how to minimise your taxes

A lot of property or finance business owners are scared to give away the farm. “If I tell people how to minimise their taxes, why would they pay me to do it for them?”

But life doesn’t work that way.

Again and again, we outsource work not because we can’t do something, but because we either want to dump the problem on someone else or we want the reassurance that comes from consulting an expert.

The reason you hire a cleaner isn’t because you don’t know how to dust, mop and vacuum – it’s because you’d rather spend time on other activities.

The reason you visit a doctor isn’t because you’re unable to search online for medical information – it’s because a doctor with years of training is likely to know things you don’t even realise you should be searching for.

People do business with people they trust

True, some people will read the accountant’s book and decide to do their own taxes.

Most, though, will outsource the job, either because they can’t be bothered doing it themselves, or because they fear they’ll end up paying too much tax.

And which accountant will they call?

The accountant who they feel they know and trust, because they’ve just seen him prove his expertise? Or an unknown accountant?

The moral to the story is this: the property and finance business that helps the most people wins.

Want to dump your content writing problem on an expert? If so, contact Hunter & Scribe at [email protected]. We specialise in writing content for property and finance professionals, like mortgage brokers, buyer’s agents, real estate agents, lenders, accountants, financial planners and credit repair agencies.