Having been in the title insurance business since 2005, I know that real estate agents love to tell their audience the latest and greatest real estate news. They tell them everything: what the market is doing, homes that just sold, inventory levels, new government regulations and so on. Agents like to take this information and post it to their social media accounts, send out blast emails and more. They do this thinking it adds value to them. Guess what — it doesn’t.

You know who does gain that value? The person responsible for creating the original article.

So, what do you do? It is a lot more helpful to create your own original content rather than “repurposing” existing content to increase your value proposition going forward.

Don’t: Publicize other people’s stories

As a real estate agent, you are busy, and taking the time to write articles might not sound appealing. But creating original content in your “own words” to a target audience by telling your side of the story holds a lot more value than a mere copy and paste of someone else’s work. If there is important real estate-related news that your sphere or target audience needs to know, it makes more sense for it come from you, versus someone else.

Why would you post an article written by someone else, possibly in another part of the country, telling their side of the story? At the end of the day, you are trying to increase your value proposition with prospects and past clients. By posting a website link or a video posted by another person, even another real estate agent, it allows your target customer to click on the link and go to their website or blog to see their value, not yours.

Do: Repurpose content

If you don’t want to come up with original articles, you can always “repurpose” existing content and push that out to your sphere and prospects. Repurposing is when you read an article and instead of posting it out, you rewrite the article in your own words taking a stance “for or against” the main point.

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