Content Marketing for Real Estate Made Simple

Written by Posted On Wednesday, 01 July 2020 10:30
Content Marketing for Real Estate Made Simple image produced by www.watsonbuys.com

Real estate professionals must use content marketing as part of their greater SEO strategy to achieve success. Start learning the basics now. 

 

Google has trillions of pages now and they want quality more than ever over quantity. That means you've got to take innovative new approaches to the kind of content you're creating and promoting. Your marketing efforts should have a practical application, meaning they should be used for a particular purpose. And that purpose is to draw in readers using engaging, informative content that helps them make important decisions. 

Enter content marketing.

So what exactly is content marketing and how can it help you reach your sales goals?

Let's take a look.

What is Content Marketing?

According to Content Marketing Institute, content marketing is an approach to marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined target audience to drive profitable customer action.  Essentially, content marketing involves creating a long-term strategy aimed at building strong relationships with that target audience by delivering high-quality content that helps them solve a problem. Content marketing can help you generate tons of new leads by drawing them in naturally so you don't have to go chasing them down.  It can also help you bring in leads that are actually motivated to buy or sell right away and help you avoid chasing down cold, stale leads that end up going nowhere. If you're ready to take your marketing to the next level with content marketing, read on to discover just how you can get started.Let's take a look at the Five Ws of Content Marketing and why they should matter to you when creating a content marketing strategy.

 

The Five Ws - The Who, What, Where, Why, and How

Who is your audience?

This is the foundation of your content marketing strategy because if you can't answer this question, you might not be as successful as you'd like to be with your content marketing efforts. Defining the "who" of your content marketing efforts means determining who your target audience is? Who are you creating content for? What does your ideal prospect look like? Young professionals? Middle-aged couples with families? Retirees? Create a few buyer personas -- fictional representations of your ideal customers or prospects. Each piece of content you create should be tailored to one specific persona -- not all of them at once.

 

What is your target audience looking for?

One thing they're most likely not looking for is what makes your company or business great. They're looking for content that'll help make their lives easier in some way. Your readers are more interested in what you can do for them. So make sure all of the content you're creating reflects that.  Figure out what kind of content your target audience wants by research keywords and queries. Tools like Ahrefs, BuzzSumo, and Bloomsberry can help you find out what kind of content is already doing well with your audience.

Content-marketing-for-real-estate-made-simple

Where should you publish or promote your content?

Finding out where your target audience spends their time online can help you determine which channels to use to deliver your content. For example, would publishing blog posts on LinkedIn be beneficial for you? Or would Instagram or Facebook be a better fit for you to reach your target audience? Or maybe using Medium would make the most sense? Figure out where your target audience is "hanging out" online and you'll be much more successful at reaching them when you start creating and promoting content. 

 

Why are you doing content marketing? 

The obvious answer might be to get more business, but you really need to get to the bottom of your "why." Did you get more business as a result of new content you posted? Are you trying to compete with other top companies in your field? And why should your audience do what you want them to do? Why is your content better than your competition? What makes you unique? Figure out your unique selling proposition and make it known in your content. 

 

The how represents how your content marketing efforts will benefit your reader.

Maybe your content will help them sell their house or find a house in a nice neighborhood with a good school district. How also focuses on how you'll measure your success. What metrics will you use to determine whether your content marketing efforts are successful? Will you measure it by how many new leads you get every month? How many leads did you close on? How many new followers did you get on social media? Determining how you'll measure your content marketing success is important. You should have a clear idea about what each type of content is meant to accomplish and it should be able to be measured in a quantifiable way.

 

Types of Content Real Estate Agents Should Be Using

There are several types of content you can create for your real estate marketing campaign, including:

  • Blog Posts
  • Web Content
  • Podcasts
  • Social Media Posts
  • Case Studies
  • eBooks
  • Infographics
  • Email Autoresponders
  • Videos
  • Memes
  • White Papers

 

Content with a Purpose. 

Each type of content you create should have a specific purpose, which might be to entertain, to inform, to educate, to build your email list, or to establish your authority. While your content might do all the above, the main purpose of your content should always be to convince and convert your readers into paying customers. That's why it's important that each piece of content you create have a call to action (CTA), letting the reader know what they should do next.  Should they contact you to set up an appointment? Should they sign up for your email newsletter? 

Creating a Solid Content Marketing Strategy

To be effective with content marketing, you'll need to create a solid strategy that helps you achieve your goals. There are tons of different content marketing strategies that exist today. The first step is to write down what goals you have when it comes to your content strategy. As a real estate professional, your goal is likely to generate more leads. The rest of your strategy should outline the needs of your customers and your business and then touch on how your content marketing efforts will tackle each side's needs. 

Write down the following:

  • Where you'll publish your content
  • Who will create the content
  • What tools you'll use to create that content
  • Whether you'll use an editorial calendar and publishing schedule
  • How you'll promote your content
  • How you'll track your success

Once you're able to determine the above and get an editorial calendar and publishing schedule figured out, you can start creating content that resonates with your target audience. Finding the tools to aid you on your content marketing journey is half the battle so figure out which tools would work best for you and stick with them. 

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