Successful marketing strategies are never seen without effective content marketing. While real estate agencies are often thought of as the most successful salespeople, businesses can always benefit from refining and elevating their content strategies, especially in today's realm of digital marketing.
Need more reasons to start ramping up your content production? In this blog, we'll offer insights into how content marketing – when done consistently and strategically – can increase inbound traffic and conversion rates.
Content is the New Currency
You may have heard the phrase "Content is King" however, content is also the new currency. It’s no longer about being the first to market a product or service, it’s about being the best at providing valuable information when your customers need it.
In the real estate business, the transparency of your content is crucial. Content marketing enables you to creatively communicate information: how your company operates, it's values, capabilities, accomplishments, and successes. Content in the form of a lead magnet can serve as currency to exchange for the contact information of clients.
Additionally, effective content marketing can educate potential clients in a more engaging and concise manner, in an industry otherwise filled with lengthy market reports and data. Research conducted in 2020 by Microsoft stated that an average consumer has an attention span of eight seconds. Reports that are time-consuming to read will fail to communicate and capture value in consumers within this short span of time. In contrast, “The human brain processes visual cues in ¼ second. Humans are biologically wired to process the world visually” stated Column Five Media. Therefore, creating good visual content can help communicate more information, more effectively.
As seen below, this infographic by real estate coach Darryl Davis is an example of well-designed content that utilises appealing illustrations to pique potential clients’ interests as well as educate them in more captivating, memorable, and comprehensive ways.
Infographic “2021 Real Estate Predictions” by Real Estate Coach and Speaker Darryl Davis, CSP
Branding, Branding and Branding
Branding is one of the most important aspects of real estate marketing. It is all about creating consistency in your message, image, and experience that consumers will remember. Content marketing is one of the best ways to successfully grow and position your brand whilst building trust and loyalty amongst clients.
Producing the right content will market your business to your target audience, and connect you to those who enjoy and find value in your content. When the time comes for them to purchase property, these consumers would have already been convinced of your brand's ability to help them understand their needs better.
Building Long-term Relationships with Clients
Content marketing is a long-term investment in your business. Building an audience and establishing strong relationships with your clients requires time. But there's a key difference in content marketing in the real estate industry compared to other industries.
Content marketing can help real-estate agencies break through to achieve repeat businesses through customised information that’s tailored to different groups of clients’ needs. Targeting segments of your audience with relevant and valuable content consistently can help foster stronger and more personable relationships, as opposed to providing generalised content that neither meets the needs nor captures the attention of different clients.
Therefore, the key to successful content marketing in the real estate industry is to create a consistent and meaningful narrative that’s capable of developing long-lasting impressions in clients for powerful word-of-mouth referrals.
Generate Organic Leads
Generating organic leads is an essential part of any real estate business’s marketing strategy. With prospects in the market primed and ready to purchase properties, content marketing can capture potential clients by offering solutions, valuable information, and answers to unrealised questions in the home-buying process.
One way to generate organic leads with content marketing is to use SEO (Search Engine Optimisation). When potential clients are searching for property in their area, you will want to capitalise on Google's algorithm to stand out amongst the noise.
Optimising the visibility of the content on your channels through the use of relevant keywords, long-tail keywords, meta descriptions and alt tags are all effective ways to rank your content on the first page of results when searched for.
Content marketing is a powerful tool for real-estate businesses to attract potential leads. It is an effective way to reach people, even those who are not actively looking for your business.
Consistent and strategic production of content can get your business in front of property buyers that may have been considering using your services, but haven't yet made the leap.
Successful content marketing can be used to build long-term relationships with clients, generate organic leads, build your brand, and increase trust among your audience.
If you're not currently using content marketing to promote your business, it's time to see what it could do for you!