As a brand in the real estate industry, there’s a need for you to demonstrate the value of your brand and develop solid relationships with your customer base. The best way to do this is through content marketing.
A study shows that content marketing can produce about 3x the number of leads that paid searches would produce. This shows how important content marketing is to the real estate industry.
Many real estate brands now take blogging very seriously since they understand it’s essential to build and maintain their brands’ strength, differentiate them from their competitors, and attract new customers.
Like with many other businesses and industries, content marketing can help real estate companies to increase their online visibility. However, it is essential to be strategic with content creation. It’s not enough to keep churning out content time and again without a working strategy. Investing your money and time into your content marketing strategy will help you provide more value for your readers to attract new customers, leads, prospects, etc.
So how do you make your content marketing more effective for the real estate industry? Here are a few tips that you should look into.
Know your audience
This is the first thing you need to know before thinking about topics that you should write on. Do a research audience and determine who your ideal customer is. Then create a buyer persona or customer profile. Knowing specific details about your audience, such as their needs, challenges, preferences, behaviors, etc., will help you create content that they can resonate with.
In creating a buyer persona, some of the essential details that you need to find out are their: age, level of education, occupation, etc. You might also want to ask them questions about whether they are: tech-savvy, physically active, love to commute, like a vacation, etc.
“You need to know as much information as possible about the audience. This will help you create content that meets their needs and serves them right. Providing content that solves their problems and answers their questions for free will make them share the content and give you more visibility.”
Include good visuals
For many industries, writing blog posts alone might suffice. But in an industry like real estate, you need more than just words. You need visuals. The fact is that the first impression is vital in the real estate industry. This is why you have to make visual content a priority on your website and blog.
Practically, this means that you might have to hire professional photographers for open houses, showcasing, staging, etc. These professionally taken photographs are those you will use across different marketing channels, whether you are using digital marketing or traditional marketing.
Your blog, website, social media channels, and other online platforms should have your visuals all over them for your digital campaign. This will attract potential clients and allow them to assess the properties that you have for sale virtually.
Infographics are another type of content that comes in very handy for realtors. For instance, it is an illustrative way of answering questions that the audience commonly asks. Whether it’s townhouse vs. condo, owning vs. renting, adjustable-rate vs. mixed rate, etc. You can share all of this with an infographic.
Use email newsletter
There are many things that you can do with emails. You can use it to send updates about properties, deliver news about the industry, promote new content, etc. Add a button on your Web site for an email subscription to increase your email list and send them an email newsletter.
Experts recommend that your email newsletter be 10% promotional and 90% educational. A good number of your subscribers are going to open your email only because of your subject line. So you should make it brief, relevant, and valuable to them.
Make your newsletters more interactive and engaging by adding other elements such as infographics, blog posts, social media links, geo-specific news, short videos, seller/buyer guide, news listing, trending data points, etc. All of this content is relatable for your audience and will make your email more effective.
Take advantage of social media
Social media is one of the most effective ways to reach out to people and remain connected. These platforms allow you to connect with your audience and enable you to share your content with many people at the same time. With social media, you are able to share your listings, build real-life connections with other people both within and outside of your industry, and also reach younger and ready buyers. From time to time, there could be industry conversations on LinkedIn, Twitter, and Facebook. Monitor this conversation, join in, and take advantage of them to increase your brand awareness. For other platforms such as Pinterest and Instagram, your content has to be predominantly visuals.
“User-generated content is one way to share content online without having to create the content. It is also very effective for marketing as your customers are the ones working for you.” – says Ashley Morrison, marketing specialist at best paper writing service and assignment writing service.
As a realtor, your goal is to get new clients, sell more properties, grow your brand, etc. As you do this, you will get quotes, success stories, and testimonials from past clients, which you can post on social media or your website. This assuages any fear that people may have of working with your brand. Word-of-mouth marketing is very effective in the real estate industry, and this is another form of it.
Content marketing is vital for the real estate industry. To keep your brand visible and help you win over more clients, you need to create good content consistently.