Shondell Varcianna on how content bridges the homeownership educational gap

Today’s Daily Download episode features an interview with Varci Media CEO Shondell Varcianna. In this episode, Varcianna explains why content strategy is important for mortgage and real estate companies as they try to reach more consumers.

During the interview, Varcianna also discusses why companies in the housing space need to “bridge the gap” when educating customers. According to her, as more consumers rely on the internet for answers to their home-buying questions, financial institutions will need to reach them online.

“While working on the inside [as a mortgage originator], I found that a lot of financial institutions have a lot of information inside, but that information doesn’t always make it out to the public,” Varcianna said. “For example, a lot of homebuyers will ask questions in Facebook groups and on forums online. Sometimes they get answers from people who are real estate investors or people who have bought a few properties. But they’re not usually from the experts.”

Varcina says this discrepancy inspired her to create Varci Media as she believes that bridging the educational gap between consumers and housing companies will lead to more sales.

“The content you provide to your audience needs to speak them. So, whether that be answering questions or solving problems online, you’ve got to know your audience extremely well so you’re able to provide content that resonates with them,” Varcianna said. “Financial institutions need to be providing the answers to the questions consumers are searching on Google or social media, and that’s where good content comes in.”

The Daily Download examines the most compelling articles reported from the HousingWire newsroom team. Each afternoon, we provide our listeners with a deeper look into the stories coming across our newsroom that are helping Move Markets Forward. Hosted by the HW team and produced by Alcynna Lloyd.