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6 Aspects of Successful Real Estate Content Marketing

by | Jul 1, 2015 | Content Marketing |

When properly executed, content marketing can turn out to be one of the most powerful tools in a real estate agent’s arsenal. The important thing to do is to clearly define the core message.  Then weave the desired behavior you wish to convey into the site along with the intent of creating a big enough splash to get the attention of your primary and secondary audiences. Once your content begins to get attention across several different boards you will see your online presence take you and your real estate brand places you may never have thought possible.

FYI, hardly any real estate agents or brokerages are effectively doing this.

Deciding the content marketing platform you will launch from is perhaps the most important task, and the first one. To do this right you must ask yourself what sets your real estate business apart — what is that unique perspective only you have. You must then convey those unique perspectives from your platform to every channel you will be delivering content on.

Check out Real Estate Power Sites if you want a jump start.

This is the point where your audience will decide whether or not your content is an asset to their personal interests or needs (or wants!). Don’t panic here, it sometimes takes a long time to make that connection between your audience and their understanding what exactly your content is trying to convey or the behaviour you are impacting.

A multifaceted plan is essential to enhancing your real estate content marketing strategies and ensuring they attain desired relevancy and reach the target audience you hoped for and even beyond. In order to reach this kind of success here are 6 essential aspects of a successful content marketing strategy to help get your message broadcast to the greatest audience possible.

1. Blogs and Articles

Regularly posting articles and blogs that discuss your local real estate market and your business is a regular task and must always convey an air of authenticity, authority and quality. Being able to produce this type of content regularly is both an art and a science.  It may be tough to begin with but mastery is just a matter of practice.

Create content that is newsworthy, sensational, relatable, and timely; aim to make an emotional connection with your audience. If you can produce some high quality work that carries the weight of authenticity your readers will respond and conversion rates and revenues will follow close behind. People want to know that you really know what you’re talking about before they spend their time and trust on you.

2.Real Estate Webinars

Include content in your marketing strategy that your audience will be able to experience using webinars. Not only do webinars give you the chance to engage your audience verbally but also provides an opportunity to connect with other industry colleagues and thought leaders that can be a major benefit.

Having other people talking about you or reacting to your material is the best way to start picking up attention to your business. If you are the only one talking about your business, then you got a one-sided conversation which will not do much to further your brand’s intentions or relevancy.

3. Roundtables

Your real estate content marketing strategy’s impact and relevance can be measured in the intimacy of a small round table setting. Invite a few clients, 5 – 10, who you believe will most benefit from the central message of your content and the overall objectives. Once your intentions and objectives are transparent you can expect some very insightful feedback that can help you to fine tune your efforts and enhance your methods for client presentations and follow up.

4. Social Media

Having your name out there on the major social networks online is absolutely mandatory. That being said, it is equally important to consider the social media network on which you will be posting content as not every social media network will have the optimal audience. If you don’t pause to carefully match your content to the best social media outlet you could seriously tarnish your brand’s relevance and reputation. Certain subjects can react very badly with certain audiences (Journalism – 101)

Consistency and continuity are essential for delivering to the social media scene. Begin by knowing your audience, what they like to see and hear and then find the right kind of content and imagery to summon the viral wave. Finally, use a lot of the right videos, imagery, and any other kind of visual effects you find pertinent or useful in conveying that message and creating a buzz about your brand.

If you have a hard time finding good content to share or create, find another agent or team that is great at it so you can model them.

5. Traditional Media

Organize a media kit which contains a collection of success stories from your content marketing history and clearly illustrates the range and viral metrics of your messages. With this kit, you can approach local influences with giant followings.  Once local newspapers, podcasts, or television stations consider your point of view to be relevant it can become a huge advantage to your publicity needs.

Many successful market strategies look at traditional marketing as a primary target. It is essential to build a case history of your local real estate market knowledge before engaging a traditional media. This is a relationship that will be cultivated over time before any fruits can be enjoyed. If you consistently improving your brand’s guiding principles and platform you will begin to catch the attention of traditional media, but don’t push things.

6. Whitepapers and Reports

Share your local real estate market knowledge in the form of a downloadable whitepaper or free report. These are great to give away as a lead magnet to build your list.

Check out AgentFunnels to get a jump start on real estate landing pages.

There is a greater value for your content when it is delivered in this downloadable form and paints you as a local market expert.

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Ben Janke

I have been in real estate and real estate marketing since 2004. I specialize in online marketing which starts with proper targeting, driving traffic, and optimizing conversions.

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