How can you ensure a potential client not only finds you but also knows that you’re the ideal agent to guide them through buying or selling property? You need to set yourself apart from the competition and establish yourself as a trusted go-to expert through real estate content marketing.
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What is real estate content marketing?
Content marketing involves creating and disseminating engaging media relevant to your ideal client. This may include blog posts, neighborhood guides, videos, infographics, white papers, social media posts, and case studies. The content should contain real value for potential clients while also demonstrating your experience, establishing your expertise, and building brand awareness for your real estate business.
Agents who want to skip to the head of the line can hand off all of their content marketing to the professionals at Luxury Presence. Our real estate experts craft thoughtful, SEO-effective, hyper-local, high-quality content that drives leads and builds lasting relationships. To learn more, book a demo today.
The value of real estate content marketing
As the real estate market becomes more competitive, a solid content marketing strategy can make a big difference in helping your business stand out and grow.
Content marketing demonstrates your expertise
With the right content strategy, you have the opportunity to demonstrate that you’re the local real estate expert. You can also use content to highlight past clients who have had excellent experiences.
Content marketing creates connections with potential clients
Engaging content is a great way to build relationships with future clients. And when your content marketing leverages SEO best practices, it helps you get discovered by even more potential leads.
Content marketing builds brand awareness
The more quality content you publish, the more often potential clients see and learn about your brand. This increases the chance that you’ll be top of mind when they’re ready to hire a real estate professional.
How to build your real estate content marketing strategy
1. Understand the needs of your ideal client
The first step in developing a real estate content marketing strategy is to think about what information and resources are most valuable to the people you are trying to reach. To ensure your content is timely, relevant, local, and personalized, you need to understand their pains, fears, dreams, and desires — what we like to call the PFDD framework.
Make sure you’re in the know by joining municipal planning committees, attending community meetings, participating in town halls, and signing up for real estate seminars. Also, keep a finger on the pulse through local social media groups.
2. Do your research
Having the right information at your fingertips allows you to take it one step further and become a true expert in what matters to local buyers and sellers.
Tap into local data
This can help you take your content to the next level with information about exactly what your customers want to know. Some great sources for this include Inman, The National Association of Realtors, The National Association of Homebuilders, Data.gov, City-Data.com, and The National Multifamily Housing Council.
Use smart keyword tools
To rank higher in search results, you should incorporate the keywords for which members of your target audience are searching. To get started, take a look at our roundup of the best real estate keywords for boosting your website ranking.
Understand top-performing topics
Search the most popular keywords in real estate content marketing, like buying and selling a property, neighborhood guides, mortgages, and local trends. Read what’s already out there, analyze how well it’s serving your audience, and figure out what kind of value you can add.
3. Establish your brand voice
Before you start developing content, it’s important to identify your brand voice and tone—a key factor setting you apart from the competition. Think about who you are, what you stand for, and whom you’re speaking to. Your brand voice should both reflect your personality and build connections with your audience.
Once you’ve landed on the voice that feels right for you, consider building some guidelines to ensure that your content is always on-brand. Here are a few great resources designed to help you with that process:
- Why You Need a Brand Book—and How to Create One
- Expert Tips for Rebranding Your Real Estate Business
- How to Create a USP for Yourself So You Can Beat the Competition
4. Showcase your expertise
It’s time to start building out your content and highlighting your local knowledge.
Establish yourself as a subject matter expert
Make a short list of the topics you think will resonate most with your target audience, and create a strategy for content that speaks to each one. Write blog posts, share content on social media, create videos, and show customers that you genuinely know and understand the nuanced details.
Tailor your content for your audience
Personalized content makes clients feel like their questions are being answered and their needs are being met. A great example is the content produced by Luxury Presence client Jade Mills. As a top-producing Beverly Hills real estate agent, her 30 Seconds with Jade series speaks directly to her very specific, highly localized market, offering intel and advice showcasing her expertise and building trust.
5. Feature partnerships that grow your network
Think about the interests of your target audience when it comes to the types of businesses you most often recommend. As a local real estate agent, you have contact information for top-notch landscapers, moving companies, and interior designers — and you probably know where to get the best martini in town. Build content that includes your recommendations in local neighborhood guides and resource lists.
This information will both be useful for your target audience and polish those local bona fides. But it can also have a reciprocal effect, as these businesses will be more likely to recommend you as well.
6. Try out different formats
Don’t be afraid to experiment. To start, think about how you like to discover and consume content and how your audience might, too. Play around with different blog formats, social media channels, and lengths and styles of content.
This is the only way to determine what performs best for your brand and resonates best with your target audience. Track what you’re trying and how it’s performing so that you can then make data-driven content strategy decisions.
7. Get your content out there
Choosing the right channels to market your real estate business can make a huge difference in your ability to reach your target market.
The best approach is typically an omnichannel one. For example, let’s say a potential client is searching for content about moving to your city. You’ve just published a blog post on this very topic and they discover it. But they get distracted by dinnertime and click away. With paid ads, you’re able to retarget them and drive them to a landing page that’s optimized for lead capture.
With the contact information they provided now in your database, you add them to your mailing list and send them relevant, topical content that reinforces your expertise and brand. One of those emails mentions an event you’re hosting. They come, you connect, and they end up becoming your client.
Paid media
In the context of content marketing, paid media is a strategy for expanding your audience with digital ads. With paid traffic, you’ll often see results almost immediately, thanks to highly specific targeting abilities. Paid traffic is generally easy to track and scale, allowing you to adjust your budget based on the results.
Owned media
Your website, blog, and social media accounts are examples of owned channels: the ones you control and leverage to reach your target market.
Earned channels
Earned channels include those you have worked for over time, including social media shares, press, reviews, and other word-of-mouth marketing.
Real estate content marketing ideas
Ready to start your content marketing journey? There are almost endless opportunities, including the following:
- Your real estate agent website
- Newsletter marketing
- Success stories
- Downloadable resources (fact sheets, glossaries, guides, stats, and reports)
- Evergreen content
- Virtual tours
- Co-branded influencer campaigns
- Event-based marketing (open houses, block parties, meet and greets with brokers, real estate seminars, and industry conferences)
Real estate content marketing + Luxury Presence
Engaging content marketing can be a game-changer for your real estate business—but it can take time to develop on your own. Our team of content writers, real estate experts, and SEO specialists has the experience to write high-quality content to help you stand out and attract more business. To learn more and get started, schedule a free demo with our team.
