Content Marketing for Real Estate: What Works and What Doesn’t

Did you know that 89% of home buyers in 2023 purchased their homes through a real estate agent or broker*? And of those, 73% only interviewed one agent during their search. This highlights a crucial point: getting in front of buyers quickly and effectively is paramount. Welcome to the wild world of real estate content marketing, where strategy meets creativity and the right approach can set you miles ahead of the competition.

^*Source: https://www.nar.realtor/research-and-statistics/quick-real-estate-statistics

What is Content Marketing in Real Estate?

Content marketing in real estate is all about connecting with your local communities through valuable and actionable content. This includes everything from videos and guides to podcasts, infographics, social media posts, and more. The goal? Establish and grow your reputation, showcase your work, and draw people into your sales funnel without them feeling like they’re being sold to.

Do Real Estate Companies Need Content Marketing?

Absolutely! The real estate market is always in flux, so people constantly search for up-to-date insights. This provides agents with a golden opportunity to become local thought leaders. Data shows that 100% of real estate brands generate positive results with content marketing.

What Works in Real Estate Content Marketing

High-Quality Visual Content

Professional Photos and Videos: High-resolution images and well-edited videos are essential in real estate marketing. High-quality photos capture the essence of a property, highlighting its best features and creating a strong first impression. 

Well-crafted videos can offer dynamic views of the property, showing its flow and spatial relationships in a way photos cannot. Use professional photographers and videographers to ensure your visuals are top-notch.

Virtual Tours and 3D Walkthroughs: Virtual tours and 3D walkthroughs allow potential buyers to explore properties from the comfort of their own homes. These tools provide an immersive experience, giving buyers a detailed look at the property layout and features. They are especially valuable for out-of-town buyers or those who cannot visit in person. Invest in high-quality virtual tour software to create interactive and engaging experiences.

Local Market Insights

Blog Posts and Articles: Creating informative blog posts and articles about local market trends, neighbourhood guides, and community events positions you as a local expert. Write about recent sales data, emerging trends, and predictions for the local market. Highlight the unique features of different neighbourhoods, such as schools, parks, and amenities. This content not only attracts potential buyers and sellers but also improves your SEO rankings.

Market Reports: Offer regular market reports that provide detailed insights into local real estate conditions. Include information on average home prices, inventory levels, days on the market, and other key metrics. Use visuals like charts and graphs to make the data easily digestible. Sharing these reports on your website and social media channels helps establish your authority and keeps your audience informed.

Success Stories and Testimonials

Case Studies: Share detailed case studies of successful transactions to build trust and credibility. Describe the challenges faced, the solutions provided, and the results achieved. Highlighting your expertise and problem-solving skills in real-life scenarios can be very persuasive for potential clients. Include quotes and testimonials from satisfied clients to add authenticity.

Video Testimonials: Video testimonials from happy clients are powerful tools for building trust. They provide a personal touch and allow potential clients to hear firsthand about the positive experiences of others. Encourage satisfied clients to share their stories on camera, and include these videos on your website and social media channels.

SEO Optimization

Keyword Research: Effective SEO starts with thorough keyword research. Identify relevant keywords that potential clients are likely to search for, such as “homes for sale in [your city]” or “best real estate agent in [your area].” Use tools like Google Keyword Planner or Ahrefs to find high-traffic keywords with low competition. Incorporate these keywords naturally into your content, including titles, headings, and meta descriptions.

Local SEO: Local SEO is crucial for real estate professionals. Optimise your content for local search terms by including location-specific keywords. Ensure your Google My Business profile is complete and up-to-date, and encourage satisfied clients to leave positive reviews. Use local schema markup on your website to help search engines understand your location and services.

Social Media Engagement

Platform-Specific Content: Different social media platforms cater to different types of content and audiences. On Instagram, focus on high-quality images and short videos showcasing your properties. Use LinkedIn for more professional content, such as market analysis and industry news. On Facebook, engage with the community through posts about local events and neighbourhood features.

Interactive Posts: Engage your audience with interactive posts, such as polls, Q&A sessions, and live streams. These posts encourage interaction and can increase your visibility on social media. Use live streams to give virtual tours of new listings or to host Q&A sessions about the real estate market. This helps build a community around your brand and keeps your audience engaged.

Email Marketing

Targeted Campaigns: Segment your email list based on the interests and behaviours of your subscribers. Send personalised content that addresses their specific needs. For example, send new listings to buyers, market updates to sellers, and home maintenance tips to homeowners. Use email marketing platforms like Mailchimp or Constant Contact to automate and track your campaigns.

Regular Newsletters: Send regular newsletters to keep your audience informed and engaged. Include a mix of content, such as new listings, market reports, success stories, and helpful tips. Use a consistent format and schedule to build anticipation and trust with your audience. Further personalise your newsletters by addressing recipients by name and tailoring content to their interests.

How to Distribute Your Content Marketing Efforts in Real Estate

Content marketing is a powerful tool for real estate professionals looking to attract and engage potential clients. But where should you focus your efforts to maximise your impact? Our infographic breaks down the ideal distribution of your content marketing efforts to help you get the best results.

Video Content (30%)

• Engage and Captivate: High-quality videos, including virtual tours and client testimonials, offer dynamic and immersive ways to showcase properties and build trust with your audience.
• Reach More People: Video content is highly shareable and tends to perform well across social media platforms, increasing your reach and visibility.

Blogging (25%)

• Showcase Expertise: Regular blog posts on market trends, neighborhood insights, and home-buying tips position you as a trusted authority in the real estate industry.
• Boost SEO: Well-written blogs help improve your search engine rankings, making it easier for potential clients to find you online.

Social Media (15%)

• Build a Community: Use platforms like Instagram, Facebook, and LinkedIn to engage with your audience, share property updates, and highlight community events.
• Interactive Engagement: Leverage polls, live streams, and Q&A sessions to foster interaction and keep your audience engaged.

SEO (20%)

• Improve Visibility: Optimize your website and content with relevant keywords to rank higher in search engine results, attracting more organic traffic.
• Local Focus: Emphasize local SEO strategies to ensure you appear in searches specific to your area, making it easier for local clients to find you.

Infographics (10%)

• Visual Appeal: Use infographics to present complex data in an easily digestible and visually appealing format, making information accessible and engaging.
• Shareable Content: Infographics are highly shareable, helping to increase your reach and attract more attention to your brand.

What Doesn’t Work in Real Estate Content Marketing

Overly Salesy Content

Hard Selling: Avoid aggressive sales pitches that can turn potential clients away. Instead, focus on providing value and building relationships. Offer helpful information and insights that address the needs and concerns of your audience.

Generic Messages: Personalization is key in content marketing. Avoid sending the same message to everyone. Use data and segmentation to tailor your content to your audience’s specific interests and needs.

Poor-Quality Visuals

Low-Resolution Images and Videos: Poor-quality visuals can make properties look less appealing and unprofessional. Invest in high-quality photography and videography to showcase your properties in the best light.

Lack of Staging: Photos of empty or cluttered spaces can fail to capture a property’s potential. Staging helps highlight a property’s best features and makes it more appealing to potential buyers. Use professional staging services to create inviting and attractive spaces.

Neglecting Mobile Optimization

Unresponsive Design: Ensure your website and content are optimized for mobile devices. Many of your audience will access your content on their phones or tablets. Use responsive design to ensure a seamless experience across all devices.

Slow Loading Times: Optimize your website and content to load quickly on mobile devices. Slow loading times can lead to high bounce rates and lost opportunities. Use tools like Google PageSpeed Insights to identify and fix performance issues.

Inconsistent Posting

Irregular Updates: Maintain a regular content schedule to keep your audience engaged. Infrequent or inconsistent posting can cause your audience to lose interest. Use a content calendar to plan and schedule your posts in advance.

Outdated Information: Ensure your content is current and relevant. Outdated market data or old listings can harm your credibility. Regularly update your content to reflect the latest information and trends.

Ignoring Analytics

Lack of Data Analysis: Regularly analyse your content performance to identify what’s working and what’s not. Use tools like Google Analytics and social media insights to track key metrics. Use this data to refine your content strategy and make informed decisions.

No Adjustments Based on Insights: Use the insights gained from data analysis to adjust your content strategy. Continuously improve your tactics based on performance data to achieve better results.

Not Engaging with the Audience

No Interaction: Simply posting content isn’t enough. Engage with your audience through comments, messages, and social media interactions. Respond to questions and feedback promptly to build a strong relationship with your audience.

Ignoring Feedback: Listen to your audience’s feedback and adapt your content to better meet their needs and preferences. Use feedback to improve your services and address any concerns.

So What Do I Need to Do?

Create a Killer Website

Creating a website for your real estate business isn’t just a good idea—it’s essential. Your website serves as a digital hub where prospective clients can learn about your listings and what you have to offer. Keep it updated regularly to keep prospects coming back.

Examples:

• Keller Williams’s homepage features an intuitive search bar, making it easy for visitors to find listings immediately.
• Houwzer captures attention with straightforward, concise content on its homepage, highlighting how its services add value.

Pro Tip: Add a unique feature like a mortgage calculator to set your site apart. It’s an easy value add for visitors and keeps them engaged.

Start a Blog

Blogs are fantastic for SEO and establishing your expertise. Share industry news, local market insights, and tips for buyers and sellers. Use tools like Google Analytics and Ahrefs to find the search terms and keywords your target clients are looking for.

Pro Tip: Include interesting images and infographics in your posts to make them more engaging.

Develop Email Marketing Campaigns

Email marketing is a powerful tool for staying in touch with past and potential clients. Send a monthly newsletter that summarizes your blog content, new property listings, and virtual tours.

Pro Tip: Use catchy subject lines to improve open rates. Phrases that add urgency or curiosity can do wonders.

Leverage Virtual Staging

Virtual staging saves time and money while giving buyers a sneak preview of what the home looks like. A study found that 85% of staged homes sold for 5-23% more than unstaged homes.

Pro Tip: In the post-pandemic world, virtual staging can bring open houses online, making it a versatile tool for both buyers and sellers.

Embrace Video Marketing

Video marketing is a crucial component in today’s real estate world. Platforms like YouTube, Instagram Reels, and Shorts are perfect for showcasing properties, sharing client testimonials, and providing market updates. Videos can increase engagement, build trust, and enhance your online presence.

Why This Works:

• High Engagement: Videos are more engaging than text and images alone. According to HubSpot, video content is 50 times more likely to drive organic search results than plain text.
• Trust Building: Seeing a real person on camera can help build trust and authenticity.
• Versatility: Videos can be repurposed across multiple platforms, reaching a wider audience.
• SEO Benefits: YouTube is the second largest search engine. Optimizing your video content can significantly improve your SEO.

Pro Tip: Consistently post video content and engage with your audience through comments and feedback. This will help you build a loyal following and increase your reach.

Utilise Social Media

Maintain active social media profiles and join local Facebook groups. Answer relevant questions and share helpful content to establish yourself as a trusted advisor. Instagram ads can also help you target your ideal audience with precision.

Pro Tip: If time is short, consider hiring a social media manager to keep your profiles active and engaging.

Collect and Display Testimonials

Testimonials from satisfied clients build social proof and trust. Touch base with happy customers and ask for a paragraph-long blurb about their experience.

Pro Tip: Display these testimonials prominently on your website, social media, and email newsletters.

Make Content Marketing Work for Your Real Estate Business

Content marketing for real estate is all about connecting with your local audience and translating the bigger picture to a concentrated niche market. By leveraging the right strategies, you can stand out from the crowd, build trust, and generate valuable leads.

Start by creating a vision statement, identifying your target customer, and setting clear goals. Determine your unique selling proposition and allocate your budget wisely. Most importantly, measure your performance and adjust your strategies accordingly. 

At Blacksmith SEO and Digital, we specialise in real estate SEO services designed to boost your online presence and attract qualified leads. Contact us to learn more and get started.

Frequently Asked Questions About Content Marketing for Real Estate: