Content marketing is a huge umbrella, and it might seem straightforward. You create content and get leads, right? It’s not always that simple. One major mistake that many businesses make in their content marketing strategy is trying to appeal to everyone. Your products and services aren’t targeted at everyone, so why should your content be?
If you’re in the real estate market, you have a very specific group of people you want to appeal to, and your content should be created as such. Here, we’ll go into all the specifics of crafting the most effective real estate content for your company.
Creating Content for Real Estate
So, why should you create content for real estate in the first place? Simply posting your agency’s listings to social media isn’t enough to be competitive anymore. Creating your own unique and engaging content sets you apart from the competitors who aren’t going above and beyond. You’ll show that you truly have a passion for the market, and not only that, but you also have the expertise your clients need.
Content marketing for real estate can also help to build trust with your audience. You can share general information about the real estate market or the home buying and selling processes, giving new audience members something to benefit from no matter when they find your agency.
Finally, having effective real estate content can boost your SEO, or Search Engine Optimization. If you’re targeting the right keywords in your content, you have a better chance of showing up at the top of Google search results, helping you to draw in more traffic with virtually no additional effort on your part.
What to Know Before You Start
Before you jump into creating content, there are a few things to consider. First, your content should ultimately be focused on one big question: What problem are you solving for your audience? If your readers aren’t getting any value out of your content, they’ll stop consuming. So, what are your readers’ pain points, and how can you help to solve them?
In general, real estate content marketing appeals to two major groups of people: home buyers and home sellers.
Home buyers are usually concerned with finding a home at a good price, having help with the negotiation and closing processes, and how to choose the right agent. Home sellers, on the other hand, want to know how to sell their home faster, how to get more money for their home, and (again) how to choose the right agent. You’ll surely be able to come with more pain points, but these are a few examples to get you started.
The Best Types of Real Estate Marketing Content
Not all content is created equal, and some forms of content work better in certain fields. When it comes to content marketing for real estate, some of the most effective forms of content include videos, infographics, and blog posts.
(photo from https://blog.hubspot.com/sales/real-estate-videos)
The power of video really cannot be overstated. Recent studies have found that real estate listings that include videos receive a whopping 403% more inquiries than those without. On top of that, accounting for buyers and sellers alike, 85% have stated that they want to work with an agent who uses videos in their marketing strategy.
Of course, videos can be a great way to show off your properties, helping potential buyers to feel like they’re actually in the home without ever leaving their couch. Videos also help consumers to get their content quickly, which is a huge asset in today’s fast-paced world.
You certainly don’t have to have fancy camera equipment to make an effective video; even today’s smartphones have incredible cameras. Just be sure to have a script that’s engaging as well as information that your audience will remain engaged with and can truly benefit from.
(photo from https://venngage.com/blog/real-estate-infographics/)
One of the best parts about infographics is how infinitely useable they are. You can share them on social media all on their own, imbed them into an email or blog post, or include them in your videos.
Why are infographics so effective? They communicate a ton of information in a short amount of time, and they’re often much more appealing to look at than a huge wall or text. They’re also very shareable, meaning that your audience can share it with their friends and help spread the word about your company.
As with any content, be sure your infographics are visually appealing, meaning they’re easy to understand and aren’t too in-your-face with colors and images. Include meaningful and accurate statistics, and be sure your branding is apparent. You want audiences to know where the content came from, after all!
(photo from https://theclose.com/real-estate-blogs/)
Perhaps the king of content marketing for any field is the blog. There is huge demand for blog content, and even better, there are virtually endless topics you can write about. You can use evergreen topics that stay relevant for a while (like tips on the closing process or how to find the right agent) as well as trending topics in the industry, which provide your audiences something fresh and relevant to consume.
Throughout your content, be sure to incorporate SEO keywords. Ahrefs has a great list of tools you can use to find which keywords could be most effective for your website. As we mentioned earlier, using these keywords can help boost your Google positioning and bring in more organic traffic.
Of course, you’ll also want to promote your blogs wherever you can. Share them to social media and include links in your emails. It might also help to have a newsletter signup on your website so that your audience never misses a post.
When it comes to real estate marketing, content is one of the most impactful ways to bring in new leads and create trust in your agency. If you’re overwhelmed by the prospect of creating all your own content, WriterArmy can help. Our expert team of writers has years of experience in the real estate industry, and we’ll work directly with you to understand your goals and expectations. Contact us today for a free quote on any of our content marketing services!