Content collaborations are a secret weapon. Not only because they can boost your online presence, but because they can get you actual leads in real estate. 

Imagine being able to not only create content but also create future referral business for yourself as well. Content collaborations allow you to reach new audiences by working with someone in a complementary field. 

As a former magazine publisher, I did this all the time for my business, and it worked very well for all involved. When you can provide value to a new audience while also helping each other create content, it’s a win-win situation. Now, I utilize this concept as a real estate agent, and the results have been exactly what we’re all looking for—referrals and closing deals that normally wouldn’t have presented themselves otherwise. 

So, let’s go step by step on how you can do this, too.

#1—Get Clear on Your Goals and Offering

Before requesting a bunch of collabs, take a moment to get clear about your goals. What do you want to achieve with a collaboration? Are you looking to generate leads, build brand awareness, or simply provide valuable content to your audience?

First, consider your own business values. What do you bring to the table that can provide value to another person or business’s target audience? Think about how you could amplify that audience with your unique knowledge. Knowing your unique abilities is important, especially when you have to sell yourself to someone you haven’t worked with before. Speaking confidently about what you plan on bringing to the table in a collaboration is key to solidifying a partnership. 

#2—Reach out to potential partners

Once you’ve identified some potential partners, reach out to them and introduce yourself. Explain your business and what you’re looking for in a collaboration. Be sure to highlight the benefits of working with you, such as your reach, expertise, and resources. 

Don’t let fear get in the way of this process! 

  • Think about what you’re able to offer in order to entice someone to co-create with you. Approach people with genuine interest, respect, and authenticity. 
  • Go the extra mile to make sure you give your potential co-creator a good experience. 
  • Be open to new ideas the co-creator may have. 
  • Good partnerships come together when you can add value to each other’s audiences, so make sure that you can both bring something to the table that the other person is not offering. 

Some great examples of content collaborations include:

  • Real estate agent and a mortgage lender. The lender can ask the agent questions about negotiations and tactics and the agent can ask the lender about the pre-approval process 
  • Interior designer and real estate agent. The agent can ask the designer about tips, hacks and budget-friendly options for interior design 
  • Two agents coming together. Make sure to have unique perspectives to share so the content doesn’t fall flat. An example could be a solo agent and team agent — share advantages and disadvantages. Keep an open mind and be receptive so each of you can take from what the other has to offer.

#3—Decide on the content plan

Before you meet, you need to decide who will do what. This is where you need to consider what you are leveraging to make it worth their time (and yours). Do you have a large social media following? Do you have a big email list? Are you great at editing videos? Figure out what value each of you brings to the table so you can make it worthwhile for everyone. 

Also, you’ll need to decide on the content you are making. Are you making videos together? Are you creating a podcast? Will it be long-form or short-form? 

#4—Create the content

Once you’ve agreed on the terms of a collaboration, it’s time to start creating the content. This is where you can really put your creativity to work and come up with something that will resonate with your target audiences. 

Decide on a recurring date you will come together to create the content. I recommend creating bulk content together. For example, consider recording four videos all at once so you have a month’s worth of content to put out. Each video could be a continuation of an original idea or a new idea altogether.

#5—Promote the content

Once you’ve created the content, it’s important that both parties promote it equally. This can be done through social media, email marketing, or paid advertising. Make sure to add each other as collaborators or tag each other on any posts. 

Once you’ve successfully done a content collaboration, it’s important to remember to be prepared to invest your time and resources into the project. Remember, the whole point of this is to grow a new relationship with someone who can potentially give you future business—and vice-versa. 

Final Tips…

  • Don’t get overwhelmed—create a timeline for putting together the content, creating it and releasing it. Go at your own pace, the only deadline you have for this is your own.
  • Stay organized so you can deliver at a moment’s notice
  • Have an open mind and be flexible. Things don’t always go according to plan, so be prepared to adapt as needed. 
  • Keep an open line of communication at all times 

Most importantly, remember that the goal of collaborating is about generating future business for yourself, so remain professional and reliable at all times—and always leave people with a positive and lasting impression of yourself.