If you’ve looked into digital marketing, you’ve probably heard the saying, “content is king.” In the digital world, those who create the best content generate the most traffic, conversions and leads. This is especially true in real estate. In an industry where demand outstrips know-how, the companies that provide the most value in their content marketing strategy will resonate with the most people.
But what is content marketing and how can real estate agents create content that resonates with their audience? increase.
What is Real Estate Content Marketing?
Real estate content marketing can be defined as any kind of digital asset you create to promote your real estate business and close more deals. This includes, but is not limited to, property listings, blog posts, website copy, YouTube videos, infographics, podcast audio. Real estate businesses can use these assets to educate and connect with potential clients. This will help you get more leads and close more deals. Examples of content often used by real estate professionals include:
- Property listing descriptions and images
- Business description and promotional content for real estate websites
- real estate market report posted on the internet
- How-to articles posted on blogs
- Digital display ads used in pay-per-click display campaigns
- Video of your listing and/or YouTube property
- Ad copy used in Google and Facebook ads
These are just a few of the common types of digital content that realtors create.
Why Content Marketing Matters to Real Estate
Content marketing is important to real estate for several reasons.
First, it enables agents and brokers to sell their expertise before converting clients. Real estate sales cycles are often very long and there is a knowledge gap between realtors and buyers/sellers. A real estate professional can leverage her marketing to educate potential clients and earn their trust. Effectively nurturing these potential clients may lead to more conversions in the future.
And by developing smart content marketing strategies, realtors can generate more direct leads when people are searching for their services. Having a solid understanding of how potential clients find real estate professionals helps us put content where brands are being searched.
Learn more about why content marketing is important for real estate.
How do I create a content marketing strategy for my real estate business
Your content marketing strategy depends on the type of client you’re trying to convert. Follow these steps to create a marketing strategy that fits your business model.
- Identify your target audience
The first step in creating a content marketing strategy is identifying your target audience. If you’re a reseller, you might be targeting the 30+ demographic. If you are a rental agency, you may be targeting a younger demographic. Commercial Realtors target businesses (B2B) rather than consumers (B2C). Even sales agents can benefit from his excellent B2B real estate marketing strategy. This is an important step in building your content strategy. Because it guides not only what the message is, but where to send it.
2. Create content messages
Once you’ve identified your target audience, the next step is to craft your message to that audience. This is often the hardest part of the process as it requires some creativity. Start by asking yourself this: What are my client’s pain points and what kind of content can I create to address them? If you are targeting buyers and sellers recommends creating content about the home buying or home selling process. For commercial realtors, we can produce market reports and multifamily analysis within your target market.
Google is a great tool for that. Start by Googling the service and location. If you’re a NYC sales agent, search for NYC Real Estate. In the middle of the search results page, you’ll see a section labeled “Others also have questions.” This is what most people are looking for after searching for “NYC real estate” and almost all of these questions are great content strategy ideas.
Digital marketing tools like Keyword Everywhere can also help you find out the monthly search volume of the keywords your potential clients are searching for. Building your content strategy around these keywords will increase your chances of being seen by potential clients when they perform these searches.
3. Find your ideal marketing channel
Now that you’ve identified your audience and crafted your message, the final step in the process is identifying the platforms you can use to broadcast your content. This depends on her two factors:
1. your strengths – If you hate writing but love making videos, I recommend starting a video blog or YouTube channel to educate your clients instead of blogging on your website. If you’re good with numbers but not video, it’s a good idea to focus your content strategy on creating detailed market reports and trend analysis.
2. Your Target Audience – Where does your target audience spend their time on the internet? If your target audience is business owners over 40, they may not be using TikTok or Instagram to reach that demographic. LinkedIn is great for B2B marketing, but YouTube may not be the best channel for B2B. Ultimately, you need to know where your target audience spends the most time online and how to deliver your content there.
How does content marketing fit in with other digital marketing channels?
There is no single digital marketing channel that doesn’t require some kind of content strategy. Even if you’re posting a meme on Facebook, you should add words to your image that make your audience laugh. Here’s how content marketing fits into the most common types of digital marketing.
Website Design/Development – Do you have one? Have you ever seen a website without words? If so, you probably didn’t keep it up for too long.The content you create for your website should be well researched, well-written, professional, and sell your value proposition. not. This requires a good content strategy.
social media marketing – Even if you just post Facebook or LinkedIn updates, you need some content to do it. For paid social media campaigns, content quality often determines reach and ad engagement.
Pay-per-click campaign – In both Google Ads and Facebook Ads, ad copy is a key factor for both conversion rates and potential reach. Just like your website copy, you should optimize your keywords and focus on conversions.
video marketing – Video can be a powerful tool for real estate professionals to broadcast content and market their services. Content includes everything from the scripts you use for your videos, to subtitles for your videos, and even your video shoots.
email marketing – Email is a powerful type of digital marketing that realtors can use to generate leads and close deals. Whether you’re emailing educational and informational articles or sending listings that meet buyer criteria, the content you create should have purpose and purpose.
Search engine optimization (SEO) – Search engine optimization is the process of optimizing your digital assets (websites, social media channels) so that you are more likely to rank high in search engines for specific keywords. This is where keyword research comes in and is an important factor if you want to generate quality traffic that converts. Once you know which keywords your potential clients are searching for the most, build your content strategy around those keywords To do.
Content Marketing Ideas for Real Estate Professionals
Real estate professionals have so many options when it comes to digital content. They range from funny to warning to promotional to informative. Here are the most popular ways real estate professionals leverage their content to generate more business.
1. Assets listed on the property – Listing descriptions and image/video quality are directly related to clicks and conversions. This is not surprising, but listings with detailed descriptions, high-quality photos, and videos perform better than those without.
2. Website/Blog Content – Writing informative articles is a great way to establish credibility and credibility with potential deals. to convert your visitors into prospects.
3. Review/Testimony – Word of mouth advertising has always been a huge lead source for real estate agents. It still exists in digital marketing in the form of reviews and testimonials. Look up your reviews on , Yelp, and more. If you focus on driving positive reviews in these places, your conversion rate will increase significantly.
4. Video Marketing – Real estate video marketing has taken on a whole new meaning in the wake of COVID. The number of properties sold as ‘invisible’ has reached levels no one could have imagined. Producing high quality property videos is now what many clients expect and can be a huge competitive advantage if done well.
5. SEO – Content is at the top of your priority list when optimizing your digital properties for search traffic. You should first research your keyword volume and identify the top keywords to target, then optimize your content for those keywords.
A content marketing strategy is a key component of building a digital real estate brand. Without it, it would be difficult, if not impossible, to generate significant new business streams online. can lead to more real estate deals.