Content Marketing for Real Estate | 6 Steps to Building an Effective Strategy
Content marketing for real estate is very important. Not long ago, searching for a dream home was an almost impossible task and investing in real estate was an adventure that carried a lot of risks. But now, with the dominance of the digital world and the spread of real estate marketing companies online, it has become easy for customers to choose real estate deals that are guaranteed to be profitable.
What we really want to highlight is one of the most important factors influencing the real estate marketing strategy, which is real estate content marketing, especially since it is one of the elements that affects long-term marketing plans.
What is a content marketing strategy for real estate?
Just like any business! People always prefer to check the outcome of their investments before starting the purchasing process so that they do not fall prey to exploitation and sometimes they may end up being victims of scams that cost them a lot, here comes the role of real estate content marketing.
Real estate content marketing strategy is one of the plans followed to increase the public’s awareness of your real estate company and the services it provides in this field – especially with the intense competition witnessed by the real estate sector, it becomes increasingly difficult to be among its leaders – and through a good content plan, you can build a customer base and increase your sales.
Why do real estate marketing companies need a good content plan?
Can you sell a product or service without having an audience? Otherwise, can you trust a stranger? Of course not, and we agree with you, and this is exactly the case for real estate marketing and development companies, as they need to get their message across to the public, give them trust, and provide real value that competitors in this field lack (especially with their large number).
In addition to gaining the trust of search engines, which in turn leads to an increase in the rates of visits to your real estate website, and thus; an increase in its sales and return on investment (ROI).
How to build a good real estate content plan?
1. Engage with your customers
As Chris Linsell says, “Real-estate is a belly-to-belly business,” meaning your marketing content should be targeted to a specific local target market; generic content is harder to reach.
When starting your real estate content marketing strategy, consider what’s behind the image, meaning you need to think deeply about your audience’s buying motivations and, more importantly, their fears.
To clarify: Address your audience as if you were addressing each individual personally. For example, you can mention the deteriorating economic situation and the potential impact on the value of their homes, and offer them solutions that consist of making a profitable deal with you (be careful when following this strategy so that your audience does not think that you are exploiting the current situation to make profits at their expense, and thus you will only get the opposite results).
2. Consider the differences between your audience types.
Not all fingers on your hand are equal, and neither is your customer base; even if you narrow down to a specific local audience, your audience will still include different types and colors (especially in the real estate field), and this will require you to put in more effort to meet their different needs.
Example: If you are targeting a rural market or a remote area, your audience’s priorities will be the infrastructure in that area, while if you are building your project in a new emerging city, your audience’s priorities will be entertainment.
3. Advocate for your audience
Forget your role as a business owner or real estate marketer and consider yourself an advocate for your audience. Address their problems and issues in your content, most of which are infrastructure, high housing prices, and lack of facilities.
Address them as one of them who suffers from the same problems as them, and in addition to interacting with them directly through social media, you will quickly build an audience segment that trusts you and the content you provide.
4. Build partnerships
This is more like a mediation concept; it is difficult for the audience to trust your newly established brand unless there is an intermediary between you who makes it easier for you to reach them.
Not only that, but the field of work of this broker must be related to your field of work (real estate), which is not a difficult task; the field of real estate is almost related to most fields. You can form partnerships with the most famous restaurants, schools, and entertainment projects of various kinds. All of this will not only contribute to strengthening the public’s trust in you, but also to serving your project and providing it with various types of services.
What matters to us in this regard is to point out the importance of indicating this partnership relationship in the content you provide to the audience, and we guarantee you an increase in the conversion rate.
Illustrative example: A real estate developer can create visual content (photos – video) of a building before and after its development process in cooperation with a well-known decoration company.
5. Experiment with different content formats.
In fact, there is no specific model that you can adhere to regarding the process of content marketing for real estate. The matter varies according to the types and categories of your audience, their locations on social media platforms, and the purpose or goal behind your advertising campaign. For example, the matter is not the same between advertising units of a residential project or promoting your brand and building a fan base.
In conclusion, whether your audience is young and new or old; video is a format that attracts everyone, and this may be because it shows your transparency and involves them in all stages of implementation, as the audience prefers to touch everything up close and stay in the heart of the events.
6. Choose the right channels to publish your content.
Don’t make the mistake that many people make and create your content without determining which interactive communication channels you will rely on!
This step will depend on several factors, the most important of which are: which platforms your audience is present on and interacts with sufficiently? In addition to your available resources; can you rely on paid channels? Will you publish on others (such as news sites and forums)? Or will you create a blog for your brand? Or even rely on social media posts such as Facebook and Twitter.
What are the best social media platforms for real estate marketing?
With so many options available, how do you determine the ideal social networks for your real estate content?!
It may depend on the age group of your target audience, but despite all considerations, Facebook is still the most attractive social media platform for users to date, making it your first choice for publishing your content.
Of course, the audience on Instagram is not comparable to Facebook, but with nearly 1.5 billion subscribers on Instagram, it makes it an ideal choice for content marketing, especially with its complete reliance on the visual element and the use of images and videos, which is suitable for real estate content, as people always prefer to see what they are buying more than just reading about its benefits.
We have previously mentioned that visual content such as images and videos is the ideal choice for real estate marketing, which also makes YouTube a good choice for real estate content marketers, in addition to the fact that more than 850 million visitors use it.
Finally, in addition to the previous strategies and platforms we mentioned, you can promote your real estate content through more plans, including website and blog content and improving your SEO. You can also contact us , the SEO4all team, and we will recommend the most appropriate marketing strategy for your goals!
