“A-B-C. Always be closing.” This is the classic line from the 1992 film Glengarry Glen Ross that has turned into the mantra of real estate agents. You can only imagine how many deals have been closed through the years with this phrase as a compass.
In 2020, over three million real estate licensees in the United States competed to sell roughly 6 million existing homes. With these figures, you can easily say that real estate is an intensely competitive business, and having a mantra isn’t enough. You need tools such as real estate content marketing to get a share of the sales pie.
Expanding your digital footprint/digital presence is more important now than it ever has been. Approximately 70% of brokers and sales agents have a website, and 81% of National Association of Realtors members have listings on their websites. About 74% use Facebook for professional purposes, and 20% of members get 1% to 5% of their business from social media. The numbers show that going digital is not a choice, but a must, if you want to succeed.
The importance of content marketing in real estate might not be evident to everyone, but it is a critical part of the equation if you want to sell properties. Across generations of home buyers, the first step in their search for properties is to look online for home listings. To be more precise, 84% of home buyers use the internet to find homes that they will eventually inquire about.
Real estate content marketing involves creating online materials - valuable content - to educate buyers and sellers, promote your brand and pique interest in your products and services. With content marketing, you can magnet more traffic to your website or social media profiles, engage your potential market, and generate more leads that you can potentially convert to buying customers.
Content marketing allows you to build that critical relationship with your audience and potential buyers. As a realtor, you are effectively a walking brand, and customers want to do business with brands they know and trust.
Real estate marketing online complements your offline efforts. It can help you generate leads in several ways:
When executed well, your real estate content ideas can turn into sales. Better visibility online helps you expand your reach beyond your more immediate small ecosystem. By posting blogs, videos, and social media updates, creating digital flipbooks of listings, among others, you can improve your overall Search Engine Optimization. SEO is the key ingredient in making Google and other search engines love your content and put you on the first page of search results. You can achieve this by using unique content, keywords, and linking techniques.
When it comes to social media, make the most of platforms such as the Facebook Marketplace, where you can help build trust through visual experiences. You can also create local groups or pages to tap into a specific audience.
As a real estate agent or broker, your primary role is to help your customers address their problems by matching them with the properties that meet their needs and budgets. Great real estate content marketing helps you stand out from the rest. You need to provide potential buyers with information that helps them see you as an expert who can help them. For example, many real estate professionals find that monthly or quarterly market reports with local sales statistics add credibility to their brand.
When you have a proper real estate content marketing strategy, you increase the chances of engaging potential home buyers. They might visit your website, see a social media post, read your blog, view 3D tours embedded in an interactive digital flipbook, or watch your promotional video on YouTube. These encounters help build trust and give them a good reason to tap your services when buying a home.
Good content marketing answers people’s questions and addresses their worries as home buyers or sellers. When they find your blog helpful, your videos or photos visually stimulating, or your podcasts eye-opening, then there’s a good chance they will share it with their family and friends.
As a real estate professional, another hat you wear is that of a real estate content creator. The most crucial step when coming up with real estate content ideas is knowing what your audience wants. Are you targeting home buyers, or are you looking for potential sellers? Remember that different customers will have different needs and wants.
Once you have determined what your audience wants, then you can create real estate content they’re likely to consume and share. Below are some of the best types of content that work well for real estate:
Everything starts with your website. Remember that it is the “office” that people visit to see what you offer. A good website can help you connect with more potential home buyers and other customers. Make sure it is easy to navigate and mobile-ready, because 23% of Millennials use their mobile devices to find a real estate agent.
Work with a professional to make sure your site is not slow, publish unique content, use the right keywords, and have the best quality images and videos possible. It's important to also consider including lead generation channels like contact forms or chatbots.
Blogging is an excellent way to share your knowledge with your target audience, and keep your customers informed. When doing real estate content writing, your goal is to provide useful information to help potential homebuyers make informed decisions. Through your articles, you can build trust and engage your potential clients while elevating your reputation online.
Consumers love videos, whether you are providing house tours, virtual tours, DIY tutorials, or other related content. Videos will glue your audience to your website, especially when you use the medium to showcase the properties you are selling.
Quality real estate videos are an essential element when generating content for real estate social medial. These videos can be shared on Facebook, Instagram, TikTok, and other platforms such as YouTube or Twitter.
Another great real estate content example is the all-powerful infographic. This data visualization tool allows consumers to digest important information at a glance. They are easily shareable on any platform, and this means they can help generate traffic to your blogs, videos, listings, or your website homepage.
You can include a good mix of statistics, amazing facts, and other valuable information you want your audience to know. Make sure that the infographics you publish or share are well-designed and branded appropriately. You can post infographics on Pinterest, Facebook, Instagram, LinkedIn, and other platforms.
Producing real estate blogs, YouTube videos, or real estate content for Instagram and other platforms is not enough. Whether you are a beginner or a veteran real estate marketer, you need to remember the following:
You don’t want to use keywords for the sake of having keywords. You don’t want to blog just for the sake of blogging. You don’t want to post on social media just to have status updates. All content you produce for your content marketing must be for a purpose. Just like in a chess game, every piece is crucial to your overall strategy. Every move must have a clear intent of contributing to achieving your goals.
While producing more blog posts may help you get noticed by search engines and your audience, thin articles or poorly-produced videos or infographics can do more harm than good. Remember that content marketing can help you move up the ranks in Google only if they provide value to your audience. Always do your best, or tap the help of professionals to create the best possible information for your target audience.
Always aim for the bull’s eye. You are investing time, effort, and money to produce top-quality real estate content so you can help your audience, gain more traffic, and outrank your competition. However, remember that simply getting more traffic is not your end goal. Your goal is to be on top of the search results, so you have a better chance of generating leads and closing sales.
Create real estate content and repurpose it so that you can reach a wider audience. You can use tools such as Issuu, a digital publishing platform where you can quickly turn your existing content into a real estate digital magazine, online real estate brochure, or real estate marketing flyers.
With a few clicks, you can produce visually attractive real estate marketing assets. From these, you can repurpose the content by embedding it on your website or deriving marketing assets to share on social media, turn into videos, share as ebooks, or distribute to your email list.
When you find that specific content marketing materials give you better ROI, then do more with those materials. Invest more in strategies that have shown success.
With more than 100 million monthly page views, Issuu is a tried, tested, and trusted platform for the biggest brands across various industries. Issuu helps you present information in a beautiful way, and gives you real time access to the results. We are your partner in executing a winning real estate content marketing strategy.
If you want to produce high-quality content faster, generate leads, and close sales, join Issuu today!