How to use content marketing in real estate
Posted By:
Sam Radbil
You've built a great website and have an impressive email database, and you've even built a decent following for your brand by following tips you've read in real estate marketing guides.
Now you want to know what content you need to keep you at the front of the pack.
Related: Real estate branding—a comprehensive guide
First, while it's true Google likes fresh content, mediocre fresh content will not help you. Prospective clients look for informative, valuable or entertaining content that prioritizes high-quality visual design.
If you're searching for ways to do that, here are our tips on how to post great real estate content for your audience.
Hire a good writer
We've all been drawn to some click-baity content at some point, often because we're drawn in by an enticing headline.
By now, however, most of us realize that anything that claims to be jaw-dropping (like "You won't believe what happened to this third grader when he opened his lunch") isn't actually worth clicking. Your real estate clients want content with more substance—information that relates directly to the industry—and to get that, you need to find a good copywriter.
You might already have a talented writer on staff who knows how to write good articles about rent rates, homeownership and mortgage financing. Otherwise, you can reach out to a PR firm or real estate marketing agency that specializes in content.
What should you publish?
Whether you're marketing an apartment unit in Chicago, Illinois, or a New York City micro-apartment, the place to start is with website copy, blogs and newsletters.
If your website has been around for a few years, make sure it's up-to-date and that the copy is fresh.
Publish a blog post at least once a week, and make it better than all the regurgitated content out there. Newsletters can help you spread the word, and there are still many real estate pros who send newsletters by snail mail.
For a look at a few shining examples in the real estate industry, check out this list of the top real estate blogs.
What should you say?
Your website should clearly and cleverly explain who you are and what you do. Blogs can cover a variety of subjects that your clients are interested in, like:
- Saving energy
- Lawn care tips
- Home winterization
- Interest rate trends
- Financing pitfalls
Your newsletters should be more specific, covering:
- New listings
- Market trends
- Financing trends
- Economic projections
- Recent sales
Each month, you can highlight a relevant, timely subject like:
- Summer pest control
- Preventative HVAC maintenance
- Cleaning out the gutters
- Lawnmower winterization
Remember: You're the expert
A client who's trusting a real estate agent to sell their home or purchase a new one will feel far more comfortable if you can show you know the neighborhood inside and out.
That's why your content should cover local interests like reviews of new restaurants, lists of local daycare centers, and articles about any subject that make it clear you thoroughly understand the community.
Expert guides are a great way to establish credibility. Try researching and writing about things like:
- How to finance your first home
- Cleaning up your credit score
- What to do after your offer has been accepted
- Avoiding the bad-faith offer
- How to market your first property
- Marketing tools you must use as a real estate agent
Key takeaway: Content rules
It's a digital world, and content is king.
While there's still plenty of room for traditional marketing, most of your content will be published online. Make sure it's timely, well-written, and of course, original.
Most of all, your content should be engaging and informative. If you can provide value to your readers, they'll remember you any time they need your services, because you've already established yourself as a professional who they can trust.
Learn more about building a strong brand with this free guide to real estate branding.
