Content Audit for Real Estate Agents

One of the biggest mistakes that I see real estate agents make is that they don’t check their insights. They throw up content, go about their day, showing houses and crying in their cars, and then they expect results from their content. 

You put all this time and effort into filming, posting and captioning—but do you know what content is actually converting? This summer, we did a full audit of our content at BAM, and it was one of the best things we’ve ever done. 

So I’m breaking down what we did and how you can apply it to your content as an agent.

YouTube Audit

The first thing we did was analyze YouTube—including what titles were actually getting the most views and how we could replicate them. 

For  example, on the Over Ask Podcast, our best titles were as follows:

• The Scripts to Sell 1,000 Homes Per Year
• How This Agent Went From Selling $500Kto $30M Listings
• Send This Video to Your Clients Twice a Year
• How to Handle Every Real Estate Objection

So what did we learn from this? We learned our audience wants super actionable agent tactics, and it’s even better when we show actual numbers in the title. We did this for every one of our YouTube channels and shows. Get started by looking at the analytics and asking these questions about your YouTube content:

• What titles and thumbnails are getting the most clicks? The least?
• Are you using enough text? Are you using too much text? 
• What colors popped? 
• How is your retention? 
• What is the length of the videos that are getting the most views? 
• Do you have too much competing content?
• Is it actually converting?

The last one—conversions—is the most important. What we measure for conversions is new subscribers. In other words, do the videos result in any signups for BAMx? In case you haven’t heard, BAMx is our community with courses, livestreams, a private Facebook community and events. 

Join BAMx

Determine how you can measure conversions, and be sure to check this data point regularly. Tom Storey does this by putting a Calendly link in every YouTube description and keeping track of who reaches out from YouTube.

Instagram Audit

When completing our audit, we also looked at all of our other social platforms, with a primary focus on Instagram. We put an enormous amount of time into producing clips and organic content to distribute our blogs, podcasts and shows. 

So, what insights are most important to determine if all that time and effort is worth it? 

From your Instagram professional dashboard, take a look at the following:

• Reach–are you reaching more accounts in the last 30 days or less?
• Non-followers–What content is reaching non-followers (aka, potential new followers)? 
• Metrics–Likes, comments and saves on your individual posts
• Shares–This is the most important insight as far as reaching new people, so pay attention to shares more than other metrics!
• Retention–What videos are being watched all the way through? At what point are your followers dropping off your videos?

Once you have these insights, analyze your posts and see what got shared the most and what had the best retention. Then, see how that formula can be replicated for future posts. Review the following:

• Thumbnail
• Captions and text
• Copy in the caption
• Collabs with other accounts
• Audio

As far as insights for Instagram Stories, analyze the following data:

• Views
• Shares
• Replies

My goal with Stories is to always get DMs, which leads to conversations and more engagement. So if the Story didn’t get DMs, that’s a red flag, and I probably won’t post that type of content ever again. 

Website and Email Audit

We also audit our website, blogs and articles. Using Google Analytics, Google Search, and Ahrefs, we analyzed the content getting the views, including the source of those views. Are clicks coming from our newsletter, social media, or organic searches? 

We break down our top-performing content and look at:

• Titles
• Keywords
• Blog style
• Length of the blog
• Blog author

As far as our newsletter, which we send five days a week, we are constantly viewing the insights of our mailing list. This is a daily audit that we do. Consider the following with your emails:

• What subject lines are getting the most opens?
• How much text is being used?
• What time are you sending emails?
• What is the click-through rate? 
• How can you reconstruct the body to get more clicks? 
• Are you sending out too many emails? Or not enough? 
• How many unsubscribes are you getting? 
• Too many CTAs or too few?

Newsletters are a constantly moving puzzle, but if you just send them and don’t look at the insights, you’ll never improve. 

What’s the point?

So what’s my point here? Analyze the freaking data. Otherwise, you won’t know what works and what converts. Don’t just post a post or send a send or upload to upload. You have to give yourself consistent audits—maybe once a quarter, maybe twice a year—and really break down the data so you can replicate what works and trash what doesn’t. 

And of course, join BAMx where we dive deeper into all this and actually show you how to do it. 

Join BAMx