Almost all real estate purchases start online.
But the journey from browsing to buying is long, difficult and emotional.
Content is your key to staying at the top of potential customers’ minds when making decisions.
“With so many interactions beginning online, this process of building trust begins before you even meet or talk to a customer. Whether it’s organic search results, email marketing , social media or other channels, the method of delivery of this trust building material is contents.”
That’s according to Chandal Nolasco da Silva, the author of SEJ’s latest ebook, “A Guide To Content Marketing For Real Estate.”
While refining your content marketing process is essential, tracking each channel and keeping fresh content coming is time consuming.
How do you use content to fuel marketing across all channels and create new audience touchpoints quickly and effectively?
The right content, in the right place, for an audience you know is key.
In this ebook, da Silva breaks down the important core concepts of real estate content marketing strategies.
Market listings to relevant places and people
Every customer journey in real estate ends at one place.
The first step to effective content marketing is making sure your content is targeting the right audience. It’s not just about visibility, it’s about getting the most out of your content by making it visible in the right way.
When people are lying on the couch, browsing properties, and dreaming of their next home, you want to be in their results.
“A list can be the connection between a dream and a place,” said SEJ founder Loren Baker. “Chandal teaches us to understand what people are looking for in certain geographic areas. Good local targeting helps ensure that the content you work so hard on has the biggest effect.
Demonstrate that you understand the location and people’s needs. This is how an ad can start capturing dreams.
This approach is also useful for attracting institutional investors, as it emphasizes your understanding of local trends.
You will learn to:
- Use audience research to create better listings and targeted content.
- Find out what types of content your audience prefers and how they prefer to interact with you.
- Refine and improve your content strategy based on the actions you want people to take.
Start discovering the power of location and audience with this ebook.
Leverage the right channels in your real estate marketing plan
Content isn’t just your first point of contact with buyers and sellers. It could be the second, the fifth, the twentieth.
Even if they see your ad first, a potential customer may then see your competitors’ ads and content multiple times before making a decision. At that time, they may have forgotten about you.
You need to understand which channels are best for which content and how to engage users at multiple stages of their buying journey.
The ebook guides you through the best uses of content in the following channels:
- SEO content on your real estate site.
- Social media marketing for real estate using powerful visual assets.
- Influencer marketing for your properties.
- Email marketing to connect with real estate prospects.
If you’re ready to build a comprehensive multi-channel real estate marketing strategy, this content marketing ebook can show you how to get started.
Create real estate content
You may have heard that “content is king”, but creating content takes time and managing all the different platforms is overwhelming. Well-crafted content, released at the right time on the right channel, is far more effective than trying to maintain an unsustainable posting pace on every one of them.
Visual content is vital in real estate. But there’s more to it than just high-quality listing photos.
Houses are big deals. These are the largest purchases or sales that most individuals make in their lifetime. There is a lot you can do to educate and reassure people at different stages, and building that trust will be rewarded.
Building on what you’ll learn in the early chapters of the ebook, da Silva will give you tips for your content creation priorities.
Your priorities and the types of content you create will change depending on the channel and stage of your audience’s buying journey.
You will learn:
- How long your content should be.
- When and where to post different types of content.
- How to optimize your images. Do not skip this step!
Start planning your real estate marketing content.
Develop and follow your real estate marketing plan
Refining your content marketing to make it more manageable and effective requires tracking. It makes no sense to keep investing in strategies that don’t work.
Content marketing is a process of continuous improvement. You have to:
- Define and measure KPIs and ROIs for each piece of content, as well as for each overall strategy and each channel.
- Test your content to see how it performs and how audiences react to it.
- Refine your efforts by focusing on trackable metrics to understand what you’re getting from your content marketing.
Content is how you improve your search rankings, increase your brand awareness, and ultimately get more customers. But there are many ways to achieve these goals and many steps between content marketing and a sale.
Breaking down these goals is the final step that da Silva will guide you through.
Taking the steps above can help make your content marketing more effective.
If you want more details on any part of the process, download “A Guide To Content Marketing For Real Estate”.