The power of real estate content marketing: 8 steps to success
Best Practices & Trends
Published by Vinzenz Ager - 30 May 2023
Real estate content marketing is a crucial aspect of growing your real estate business, as it enables you to establish connections with your local audiences and gain clients and visibility. To make real estate content marketing effective for your real estate business, a tailored approach is necessary that addresses both your local market needs and your target audience. Our comprehensive 8-step guide dedicated to content marketing for real estate agents will examine how you can create content that is attractive and helps to expand your real estate business.
What is real estate content marketing exactly?
Real estate content marketing enables realtors to establish and foster connections with their local audiences. Its primary objective is to provide informative and actionable content in various formats, such as videos, guides, podcasts, infographics, webinars, social media posts and more. This is done to bolster their reputation, highlight their accomplishments, and attract potential clients to their sales pipeline.
Infographic
The power of real estate content marketing - 8 steps to success
Real estate content marketing is a crucial aspect of growing your real estate business, as it enables you to establish connections with your local audiences and gain clients and visibility. Our infographic summarises 8 steps on how to create attractive content that helps expand your real estate business.
8 steps to rock real estate content marketing as a realtor
There's no one-size-fits-all approach to content marketing in the real estate industry. Each realtor's strategy should be tailored toward meeting the specific needs of their local market, target audience, and corporate network. In this guide, we'll break down an eight-step process to help you develop a winning content plan that attracts high-quality leads and boosts your business.
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1. Get to know your local market and audience
When it comes to real estate, relevant and timely content is crucial due to the significant impact that buying, renting, or selling property can have on someone's life. Content must be personalised, localised, and emotionally intelligent to communicate to your market effectively. Understanding different sub-groups within your audiences is crucial in crafting tailored content that strikes a chord with your clients, e.g. the specific motivations, worries, and challenges that first-time homebuyers would have in comparison to existing homeowners'. Depending on the location, concerns may differ, i.e. rural audiences are more concerned about local infrastructure, whereas audiences located in urban areas are focused on security and entertainment options.
When interacting with clients and creating content, you should generally take note of the following:
Avoid jargon and adopt a conversational tone that resonates with your audience.
Create FAQs from the questions and challenges you hear from various market segments frequently; those can be used to guide your content marketing plan.
Ultimately, successful real estate content marketing depends upon taking a thoughtful and personalised approach to client interactions and content creation.
2. Become an expert on topics of local interest
To effectively establish yourself as a credible source of information in the real estate industry, you must have a solid grasp of the local topics of interest that matter most to your audience. This means conducting thorough research on a range of core subjects and their corresponding subtopics that are relevant to your target market. This can form a base to develop your content marketing ideas.
For instance, if you specialise in selling homes in a specific neighbourhood, your content could cover topics such as the best schools in the area, the most popular restaurants, parks, and entertainment options, and any upcoming developments or construction projects that may impact property value.
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You could consider creating guides or blog posts that address your target audiences common questions and concerns. For example, you could produce content that outlines the pros and cons of buying or selling in a particular area or that provides tips for first-time homebuyers on how to navigate the local housing market. By producing high-quality content that addresses these and other key areas of interest, you can establish yourself as a knowledgeable and trusted expert in your field and attract more clients seeking your expertise.
3. Plan time for local SEO research
Have you ever heard of SEO? SEO, or search engine optimisation, is optimising your website and its content to improve its ranking on search engine results pages (SERPs), thus increasing visibility and organic traffic. SEO research with the right tools can help you identify the topics that your potential clients care about. Further to this, all your content marketing efforts should be orientated to the search volume of keywords relevant to the industry, your business, and your goals and metrics. Publishing SEO-friendly content on your real estate website is essential for generating new lead opportunities.
Optimise your Google Business profile. This is essential to ensuring that you remain visible and easily accessible to potential clients. To do so, make sure that you update your profile regularly by
Providing accurate contact information for multiple locations (if applicable),
Uploading images, obtain high user ratings, feature customer testimonials, and display your hours of operation.
Creating touchpoints: As real estate is closely tied to location, local SEO is a fundamental online marketing necessity, and SERP's first page and Google Maps are usually the first touchpoints with prospects.
4. Develop a brand voice tailored to your audience
Your brand voice is crucial to your real estate company's identity and how you communicate to your audience. It encompasses everything from the words and phrases you use; to the style and emotional tone of your messaging across various channels (e.g. real estate blogs, guides, and videos). It is a vehicle to communicate your value to your audience.
However, if your real estate company engages with multiple audience segments, how can you ensure that your brand voice resonates with all of them? The key is to recognise that and adjust your communication accordingly. This means using different tones and highlighting different themes so that you connect with different individuals within your audience on the real estate topics most relevant to them. Tailoring your brand voice ensures your messaging is relatable and compelling. It will also help you build stronger customer relationships and stand out in a crowded market.
5. Leverage local real estate data to enhance your content
To produce informative and engaging content, utilise reliable sources of information that complement your knowledge of the real estate industry in your local area.
Use local real estate data to provide valuable content. You can run a market analysis on a specific location, such as an up-and-coming area, and create content around it. Write a blog post or produce a video that showcases the area's growth potential, property market trends, and investment opportunities based on the data gathered. Or create content highlighting the most popular neighbourhoods or best school districts in the area based on real estate data, providing value to potential buyers looking for specific features in a home.
If you choose to work with writers to produce your content, it's essential that they have a solid understanding of the real estate market or can collaborate with subject-matter experts who do. The expertise will shine through in your content's quality and help establish your brand as a trusted authority in the industry.
6. Build strong partnerships that will grow your business
Partnerships offer mutual benefit and generate a sense of urgency for other companies to approach you for collaborations.
Content marketing partnerships can take various forms, such as guest blogging, webinars, or co-branded content. For example, a real estate agent could partner with a home renovation expert to create a joint blog post on how renovations can increase a home's value. Another example could be a webinar series where a real estate agent and a mortgage broker provide insights on buying a home to first-time buyers. These collaborations provide value to your audience and help expand your reach while establishing your brand as a trusted authority in the industry.
Below are three key pillars you should consider for an effective content partnership agreement:
Relevance: The content should resonate with both audiences and significantly impact each business. Seek partnerships with other providers that cater to similar demographics or interests. For example, a home improvement provider may work well with a real estate agent.
Objectives: Establishing business goals with a partner before diving into content production is crucial. This will guide your content and ensure you work towards the same goals.
Agreement: Maintaining balance, reciprocity, and understanding each partner's contributions are essential to a successful partnership. It is important to write what is expected of both parties and when.
7. Experiment and find the best content formats for you and your business
To reach your customers effectively, it's essential to experiment with various content formats and deliver them where your audience is most active online. You may find that an Instagram post or a short video with high-quality visual content and a clear property description is a great way to share new listings, while your blog is better suited for in-depth information. It's also essential to consider the specific format of your social media posts and blog articles.
Besides, video content can also be highly effective for showcasing your knowledge, expertise, and activity in the industry. For instance, you can demonstrate your knowledge by discussing crucial real estate topics. You could also showcase your expertise by providing tips for executing real estate transactions and show your activity by sharing virtual tours of a property your audience can visit. Experimenting with different content formats can help you find what works best for your business and customers.
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8. Implement a great content distribution strategy
To reach your target audience effectively, you need a solid content distribution strategy covering owned, earned/shared, and paid channels.
However, it’s best to determine which channels to use before creating content based on several factors. First, consider your audience and the platforms they use the most. Then, evaluate your historical performance data to determine which channels have been successful. If you haven’t done this before, don’t be afraid to experiment with different channels –– but remember to keep track so that you know which channels perform. Then, consider your available resources and ability to create consistent content for each channel.
Mixing content distribution methods can also be effective in reaching your audience. For instance, email marketing can work well with video marketing in the real estate industry. A localised social media paid marketing campaign on social media platforms like LinkedIn can be paired with local events to deepen the connection with your audience.
Real estate content marketing – a digital marketing discipline better not to be ignored!
In conclusion, real estate content marketing is essential for real estate professionals to connect with their audience, establish brand awareness, and launch an effective lead generation method. By creating valuable and relevant content, you can position yourself as an authority in your field and build trust with potential clients.
To succeed in content marketing, it's essential to understand your audience, identify the channels to reach them and create engaging and informative content. You can also experiment with different formats, collaborate with other businesses, and leverage social media and other platforms to amplify your message.
At PriceHubble, we understand the importance of real estate data for content marketing. That's why we provide real estate professionals with the data and insights they need to create compelling content and drive their business forward. With our powerful tools and expertise, you can take your content marketing strategy to the next level and achieve your goals.
So why wait? Start diving into local real estate data today to create content that grows your business!
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