Almost every real estate purchase begins online.
But the journey from browsing to buying is long, difficult and emotional.
Content is your key to staying on top of prospects’ minds as they make decisions.
“With so many interactions starting online, that trust-building process begins before you even meet or talk to any customer. Whether it’s organic search results, email marketing, social media, or other channels, how to deliver confidence-building materials that’s it Content. “
That’s according to Chandal Nolasco Da Silva, author of SEJ’s latest eBook, “A Guide to Content Marketing for Real Estate.”
While it is essential to improve your content marketing process, keeping up with each channel and keeping new content coming takes time.
How do you use content to support marketing across all channels and create new touch points with audiences in an efficient and timely manner?
The right content, in the right place, for the audience you know is key.
In this eBook, Da Silva breaks down key concepts that are important in real estate content marketing strategies.
Market listings for relevant places and people
Every real estate customer journey ends somewhere.
The first step to effective content marketing is making sure that your content is targeted to the right audiences. It’s not just about visibility, it’s about getting the most out of your content by making it visible the right way.
When people are lying on the couch browsing real estate and dreaming of their next home, you want to be in their results.
“Insertion can be the link between a dream and a place,” said SEJ founder Lauren Baker. Chandal teaches us how to understand what people are searching for in certain geographic locations. Good local targeting helps ensure that the content you work hard on has the biggest impact.
Show that you understand the site and the people’s needs. This is how the list can begin to capture dreams.
This approach is also useful for attracting institutional investors, as it emphasizes your understanding of local trends.
You will learn how:
- Use audience research to build better lists and targeted content.
- Find out what types of content your audience likes and how they like to interact with you.
- Refine and improve your content strategy based on the actions you want people to take.
Start learning about the power of a site as well as an audience with this e-book.
Utilize the appropriate channels in your real estate marketing plan
Content is not just your first point of contact with buyers and sellers. May be xxiii.
Even if they see your listing first, a potential customer may see listings and content from your competitors several times before making a decision. By then, they may have forgotten you.
You must understand which channels are best for your content and how to engage users at various points in their buying journey.
The eBook guides you through the best uses of content in the following channels:
- SEO content on your real estate website.
- Social media marketing for real estate with powerful visual assets.
- Influencer marketing for your properties.
- Email marketing to communicate with real estate leads.
If you’re ready to build a comprehensive real estate marketing strategy across multiple channels, this content marketing eBook can show you how to get started.
Create real estate content
You may have heard that “content is king,” but creating content is time consuming and managing all the different platforms is cumbersome. Well-crafted content, delivered at the right time on the right channel, is far more effective than trying to keep up with an unsustainable release pace across all of them.
Visual content is vital in real estate. But there’s more to it than high-quality menu images.
Homes are big transactions. It is the largest purchase or sale that most individuals make in a lifetime. There is a lot you can do to educate and reassure people at different stages, and building that trust will be rewarded.
Building on what you will learn in the first chapters of the eBook, da Silva will give you guidance on your content creation priorities.
Your priorities and the types of content you create will change depending on the channel and your audience’s stage in the buying journey.
You will know:
- How long should your content be?
- When and where different types of content are posted.
- How to improve your photos. Don’t skip this step!
Start planning your real estate marketing content.
Develop and track your real estate marketing plan
It requires optimizing your content marketing to make it more manageable and trackable. It makes no sense to keep investing in strategies that don’t work.
Content marketing is a process of continuous improvement. need:
- Define and measure KPIs and ROI for each piece of content, as well as each overall strategy and channel.
- Test your content to see how well it performs and how audiences respond to it.
- Refine your efforts with a focus on trackable metrics so you understand what you’re getting from your content marketing.
Content is how you improve your search rankings, increase brand awareness, and ultimately, get more customers. But there are many ways to achieve these goals and many steps between content marketing and selling.
Shattering these targets is the final step that da Silva will guide you through.
Taking the above steps can help make your content marketing more effective.
If you’d like more detail on any part of the process, download A Guide to Content Marketing for Real Estate.