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Real estate agents rely on effective marketing strategies to interact buyers and close sales. In the age of digital marketing, front lawn signs are not sufficient to persuade sellers to decide on a specific agent and attract homebuyers. Technology-enabled marketing strategies like content marketing can set agents apart in a crowded marketplace and help them grow their businesses.
Content marketing in the real estate sector is greater than just presenting properties to potential buyers. As an integral a part of a comprehensive marketing strategy, this approach “delivers useful and relevant content to potential and existing customers.”
The goal is to determine a relationship that will ultimately result in a sale. Content marketing helps build brand awareness, allows leading real estate agents to determine their position in the industry and generates leads.
By implementing content marketing, real estate professionals enhance their status and lay the foundation for future sales.
1. Identify your audience and buyer personas
Before distributing content, real estate firms must define their goal audiences and buyer personas. Without this step, there is a risk of data being lost and potentially alienating your audience.
For example, a young family trying to buy their first home will look for different information than a couple of empty nesters who need to downsize their living space after the children leave home. Real estate firms can focus on each market segments. However, to effectively reach them, they have to adapt their message and select marketing channels properly.
Identifying your audience and people goes beyond demographics. The only marketers understand their audience’s interests and solve their problems.
2. Create compelling visual content
The term content marketing is often used synonymously with blogs and social media posts. However, visual content often has a greater impact on the presentation of a property.
High-quality photos of an apartment or house are the most elementary type of visual content. Virtual tours or drone videos can further attract attention and stimulate the imagination of potential buyers.
Both options allow real estate agents to inform a story reasonably than sell the property. Imagine that you are discovering the property for the first time: put yourself in the viewer’s shoes and tell the story of their journey in the film. Another creative option could be to arrange a day in the lifetime of the family in their recent home and highlight how this particular property meets their needs.
3. Use video marketing
In recent years, video marketing has grow to be one of the important areas of content marketing development. Wyzowl explainer video the survey shows that over 90% of firms use video as a marketing tool, and just below 90% consider it an essential a part of their content marketing strategy.
In 2023, in the United States alone, firms will likely spend almost $85 billion for video promoting in 2024, an increase of 9.9% in comparison with 2023. Consumers also liked video content.
When it involves real estate, videos can simply showcase a property higher than photos. No matter how many photos an agent or photographer takes, they could miss the element of putting those photos together. In addition to guides, local tours and customer testimonials also create exciting video content.
Interactive and virtual content takes this development a step further. Innovative apps will help real estate professionals create tours that allow viewers to decide on the direction they take when viewing a property online.
4. Blogging and thought leadership
So far, this text has focused on visual content, but it will be a mistake to disregard written content in a real estate agent’s content marketing strategy. Blogs and thought leadership elements allow firms and key members of their teams to determine themselves as experts in their field.
Depending on your audience, content about market trends, sharing home buying suggestions, or offering guides to specific neighborhoods can work thoroughly. The key to successful blogging and leadership writing is understanding what your audience wants. Ask yourself what information your potential buyers cannot find elsewhere, think about their pain points and address them.
5. Social media
Few content marketing strategies could be complete without including social media channels. Social media platforms offer real estate agents the opportunity to directly contact clients, distribute content and connect with their audiences.
Social media offers great opportunities to share visual and written content that might otherwise go undiscovered. To effectively use the power of social media, real estate agencies must ensure a good match between the platform’s audience and content. Facebook could also be hottest platform for real estate agents, but this may occasionally change as recent generations enter the real estate market. In addition to platform selection, consistency is one other key element of an effective social media marketing strategy.
How to measure success and iteration
One of the biggest benefits digital marketing channels have over their more traditional counterparts is the ability to measure success.
Start by defining the key performance indicators you need to measure. For videos, this could possibly be the variety of views or comments. In the case of blog posts, this could possibly be comments and shares, or an increase in traffic to your website.
Not every piece of content will be very effective. Regularly assessing and measuring performance allows real estate agents to adapt and modify content to make it much more relevant to their audience.
Content marketing is a highly profitable a part of a real estate agent’s marketing strategy that will help create and increase brand awareness and build relationships with key audiences. Both visual and written content can deliver great results in the real estate sector. To further improve campaign effectiveness, real estate marketers must measure the effectiveness of their content and refine their approach as obligatory.