Which marketing strategies do you use in your real estate business? Most firms focus on social media, grassroots marketing, and paid ads.
But did you know there is an almost limitless opportunity to get more clients and build brand awareness with content marketing? Few agencies understand the value of this strategy, so there’s a real opportunity to get ahead of your competition.
In this post, we’ll show you why real estate businesses should focus on content marketing and the simple yet highly effective real estate content marketing strategy you can implement today.
Why Do Real Estate Businesses Need Content Marketing?
You probably focus a lot of your efforts on local grassroots marketing, so why should you even consider content marketing for real estate?
About 80% of consumers research products and services online before purchasing, which means a significant portion of your potential buyers are Googling local estate agents to find the best fit.
Regular, high-quality content added to your website helps to boost rankings in local searches, which means more traffic (and potential clients) for you.
People put a lot of trust into estate agents – you are selling the most valuable thing most people own. A solid real estate content marketing strategy allows you to establish authority, show your expertise, and build trust with potential clients.
Build brand awareness
If you’re a fairly new real estate agent, you have stiff competition from established giants in almost every city. Creating shareable, engaging content helps to boost brand awareness and is an effective strategy to go up against larger companies with huge ad budgets.
Drive website traffic
You probably already have a website to showcase your services, but is it getting as much traffic as it should? One of the best strategies for driving website traffic is filling your website with valuable, insightful content. Plus, the longer visitors stay on your website, the more likely they will convert into clients.
The real estate game is all about building relationships and networking with potential clients. Having an optimized content strategy gives your audience more opportunities to engage, interact, and ask questions. All of this helps build those relationships and helps in the pursuit of leads.
Showcase your personality
Your website is also a place to showcase your personality, which will help you attract your ideal clients. The right content strategy amplifies your voice, shares your message, and establishes you as a unique authority in the real estate industry.
How to Create an Effective Content Marketing Strategy in 8 Steps
If you’re unsure where to begin with your real estate content marketing strategy, this is your eight-step process for getting results quickly and effectively.
1. Know your audience’s needs and goals.
You might have been told to speak to your ideal client’s pain points. But a much more effective strategy is speaking to their needs and goals.
Rather than discussing how stressful the home buying process is, use your content marketing to talk about how you can make the process fun and stress-free, your process of finding your client’s dream home, and tips for new buyers.
Put yourself in your client’s shoes and think about the questions and queries that will bring them to your site. By answering these questions and providing real value, you’ll easily start securing more leads.
2. Plan content that positions you as an expert.
Content calendars are gold when it comes to planning your content marketing for real estate. This will allow you to plan your content in advance and hit on any upcoming industry news or events.
By staying on the pulse of your industry and giving your clients the most up-to-date information, you’ll establish yourself as an expert and quickly become a go-to resource for anyone looking to buy or sell a house.
3. Develop a brand voice that resonates with your audience.
Is your brand corporate and to the point, or relaxed and friendly? It’s important to develop a brand voice that helps set you apart from your competition and resonates with your audience.
If you regularly sell multi-million dollar homes in California, your brand voice will be entirely different from the estate agent specializing in farm ranches in Texas.
Figure out who your ideal clients are, and write your content in a way that speaks to them through branded language, styled content, and tailored media.
4. Power up your content with data and authority.
One survey from the Office for National Statistics (ONS) showed that 89% of people trust official statistics, which can then help build trust in your brand – see what we did there?
Nothing boosts credibility and authority more than stats and research to back up your content. In each post, try to add expert quotes, statistics, or links to high-authority sources to show you know what you’re talking about.
Adding branded graphics to your content is another great way to showcase expertise. From infographics to quotes and screenshots, this adds another layer of value to your content and keeps your potential clients engaged.
5. Tap into partnerships that will grow your business.
Are there local or national partnerships that could help boost your content strategy? Think about brands and businesses in parallel niches that share a similar audience. For real estate agents, this could be home decor companies, law firms, gift companies, or even local service providers.
By teaming up with companies with similar audiences to yours, you benefit from an expanded reach and add even more value to your current audience.
If you’re struggling to secure partnerships for your real estate business, Linkifi can help. We will get you featured in some of the top industry publications, giving you powerful backlinks and access to huge, untapped audiences.
6. Create a consistent content calendar.
Regularly publishing content is key to any real estate content marketing strategy. You should have at least twenty high-value blog posts on your website as pillar content. These posts are evergreen and in-depth and provide tons of value to your potential clients.
Then, using a posting schedule that works for you and your team, refresh your website with new content. This could be more evergreen content, newsworthy stories, or updates on your latest listings.
Bonus tip: Don’t limit your content to your website. Once you have a blog post in place, share it across your social media channels to create buzz and drive traffic back to the original post.
7. Use different content formats.
Blog posts are crucial for content marketing for real estate agents, but you should also add other formats to appeal to a wider audience. Podcasts, videos, and graphics are some popular choices, giving you a wider reach and more value.
You don’t need to reinvent the wheel for every video or podcast, either. Once you have a blog post drafted, use that content to create a short-form video, an infographic, a social media post, a quote, etc. This makes your content work harder and allows a wider audience to digest it.
8. Keep track of KPIs.
All of this is pointless unless you’re tracking the progress of your real estate content marketing strategy and tweaking it accordingly.
Start with baseline statistics for website visits, bounce rate, lead generation, etc. Then, regularly check on progress to ensure your content is boosting your numbers.
You might find one post gets a huge spike in traffic, which could be an opportunity to create similar content to mirror the results.
You might also find that your current strategy isn’t getting the results you want, which is an opportunity to examine what isn’t working and pivot your efforts.
How Linkifi Can Help Your Real Estate Content Marketing Efforts
Whether you’re a real estate start-up or an established brokerage, content marketing should be an essential part of your lead generation strategy.
By creating valuable, engaging content, you’ll boost traffic, get more leads, and establish your firm as a leader in the marketplace.
Want help getting results much faster? At Linkifi, we’ll secure the best PR opportunities on behalf of your real estate company. By getting featured in leading publications, you’ll see a spike in traffic and boosted organic rankings with almost zero effort on your part. Get in touch here to get started!