When you’re investing in content, you’re focusing on providing value to your potential clients. This makes content marketing one of the most effective ways to generate seller and buyer leads.
Wondering how to make real estate content marketing right? Check out the tips below. They will focus on the most effective content types to give you a head start.
1. Publish Mini Case Studies (Success Stories) on Social Media
The reason why customer success stories work is the same as why people trust customer reviews: credibility. Potential clients of real estate agents want to be sure of their professional skills, and a story of a happy customer proves them.
Here’s what to include in a mini case study for social media:
Description of clients and their goals – what kind of real estate they were looking for and why
Summary of how you helped them – how much time the project lasted, etc.
Details like how much price reduction you managed to negotiate.
Social media have post length limits. So, try to keep your mini case study description within ten sentences. This length will also keep it easy to read.
Take a look at this post, for example. The realtor greets the happy home buyers and uses bullet points to list the takeaways from the project.
This format is suitable for easy reading, so your potential customers are likely to get the details, too. Ultimately, mini case studies like this can increase customer trust and enhance your reputation.
2. Write How-to Blog Content
A blog is often the heart of real estate content marketing. Article, buying/selling guide, ebook, and white paper writing can improve lead education and your reputation. Also, it can help you stay in touch with prospective clients. Below are some of the themes that you can write about.
Tips on choosing a real estate
List of most affordable neighborhoods in every state
Stories of first-time homeowners
List of towns with the most affordable property with the best school systems
Tips on spotting the best neighborhoods
Tips on getting the most money out of your house.
Be sure to publish at least one content piece per week on your blog. The consistency is important – a blog that posts a guide and then falls silent for weeks just won’t look reliable to potential clients.
Cooperate with writers who are experts in real estate content marketing to ensure consistent content production. GrabMyEssay and Classyessay are good options for quality blog writing on your behalf.
Next, consider creating eBooks as lead magnets (content pieces that can be downloaded in exchange for an email only. To download an eBook, your blog visitor will have to provide their email like here.
An ebook lead magnet can become a source of quality leads. It’s a useful source of information for your potential clients, so many will want to download it.
3. Do Newsletter Marketing
Your blog will attract readers interested in real estate tips – these people can be your leads. But they won’t call you for a price quote after reading an article or two. To establish yourself as a reputable real estate agency or professional, you need to nurture those leads with email marketing.
Invest in email marketing software and get a newsletter subscription form on your website. You will send a real estate newsletter to those who subscribed – preferably once per week. The newsletter should have relevant and useful content to generate engagement.
These content ideas are good for a real estate newsletter:
The latest real estate deals and listings
Blog content ideas: buyer/seller guides, tips, etc. (check the full list in the previous section).
Nothing in real estate marketing works quite like user-generated content. It could be a photo of happy homeowners who you’ve helped, for example. Sharing such content on social media would be a great way to build a reputation and attract leads.
Like this post where happy new homeowners thank their realtor.
User-generated content is powerful because it’s coming from real people who experienced your services and achieved their goals. When they post happy photos after buying a home, they tell their family and friends. This could be a great way to take advantage of word-of-mouth advertising.
That’s why ask your customers to share a post like this. It will take a minute for them but can be really effective for your marketing. After all, word-of-mouth remains a top marketing strategy in real estate.
Real Estate Content Marketing: The Bottom Line
Content marketing is a must-do for real estate agents and agencies. By publishing content on social media and websites, you can connect with your potential customers in a really meaningful and relevant way.
Use content to support your business – once you publish it, it’s going to be out there working for you 24/7.