Real estate content marketing can be a good way to position yourself as a thought leader and industry expert, which helps increase your exposure while also instilling trust and generating leads. The strategy works by writing content that educates your audience on the problems and questions they have about real estate. While it isn’t a fast or easy marketing strategy, it can be a massively powerful way to scale your real estate business.
Here are the top 11 real estate content marketing tips:
1. Research Content Ideas
To take advantage of the power of content marketing, you can’t wait until you have an idea for a blog post. Instead, you should search for blog topic ideas based on what your audience needs. You can research content ideas by looking on real estate-related public forums, posting a survey in a local Facebook group, or searching Answer the Public.
Determine some of the common questions and problems that your audience faces. For example, first-time homebuyers might need help distinguishing between their wants and needs while house hunting.
Then, you can finalize your content plan by researching real estate keywords. You can use a free tool for keyword research like Google Keyword planner, but as your content marketing strategy expands, you’ll benefit from the deeper insights in Moz Keyword Explorer.
2. Optimize Your Content for Search Engines
The foundation of a successful real estate content marketing strategy is the quality of your content. If you are writing information that truly helps people, then the best way to make sure that content is found by the right people is to use search engine optimization (SEO).
There are many elements to real estate SEO, but you can start optimizing your content for search engines by:
- Determining one or two specific keywords in each post
- Using internal links between your posts
- Optimizing meta titles and descriptions
- Adding schema markup
- Setting up your Google My Business profile
For more in-depth information, read the beginner’s guide to real estate SEO.
3. Create a Content Schedule
Once you have a comprehensive list of topic ideas and commonly asked questions, you can start organizing those topics into categories. For example, if you want target buyers in Roanoke, Virginia, create a category of posts that help that audience. Make it easy for these buyers to stay on your website and read multiple posts, which will increase your conversion rates.
Another benefit of establishing a content marketing plan is that it’s easy to repurpose your blog content into social media posts. If you choose to publish one blog post every week, you can take snippets from your blog post to share on social media. You can also extend it by adding examples, stories, or images. Read 15 more ideas to grow your real estate social media marketing.
4. Focus on Your Audience
Many real estate agents who are unfamiliar with content marketing think blogging is similar to journaling. However, the primary focus of your blog posts should be on providing value for your audience, not just writing about yourself.
That said, there is still plenty of value in sharing your experiences, using anecdotes, writing naturally, and offering personal advice. This makes your blogs and articles more enjoyable to read and shows your expertise. However, it’s best to include your personality and your perspective while staying focused on answering a question or solving a problem for your reader.
5. Provide Specific, Localized Content
At first thought, you might think that you should aim for general topics and keywords like “real estate agent” or “tips for buying a house.” However, those keywords are extremely saturated with content from very well-known publications, so you most likely wouldn’t receive any traffic from general content, let alone highly targeted visitors.
Instead, your focus should be on the specific problems plaguing buyers and sellers in your farm area. You’ll get more traffic from discussing topics like “how to buy a house in Fredericksburg, Virginia,” because that is helpful for your potential clients in that town. Here are a few more ideas of how to turn general topics into specific and relevant content:
Example Real Estate Content Marketing Topic
Tips for Buying Your First House
Tips for Buying Your First House in Broward County
Best School Districts in Texas
Pros and Cons of School Districts in Arlington, Texas
Houses in Denver
Single Family Home Styles in Denver
How to Buy a Condominium
Guide to the Best Condos in Bethesda
6. Use Clear & Compelling Titles & Headlines
Another common mistake real estate agents make when they’re writing blog posts or website content is being clever instead of being clear. Using a title like “How I Bought My First House” doesn’t clearly describe to readers what they will be reading about or what kind of value it will give them. Plus, it’s also not a searchable term.
On the other hand, the title “5 Ways to Get Your Offer Accepted Over the Competition” is extremely clear, and it compels visitors to read it in order to solve a problem they are likely to face. You can even use the free Headline Analyzer from Advanced Marketing Institute to test different titles. Strategically choosing a clear and compelling title will make it more likely that your website visitors will actually read your content and want to share it—positioning you as a thought leader and go-to real estate expert.
7. Collect Leads With Opt-ins
As your content starts getting indexed by search engines and attracting targeted readers, you’ll need a way to convert those readers into leads. The simplest and most effective strategy is to add an opt-in to your website to give visitors a reason to subscribe. All you have to do is offer the reader something valuable, called a lead magnet, in exchange for their email address.
Your lead magnet doesn’t have to be extremely complex. In fact, you can extend a few of your popular blog posts into an e-book or printable checklist to create a few lead magnets. With the right real estate website builder, like Placester, you’ll be automatically set up to generate leads with a free home valuation or market report.
8. Include Social Sharing Buttons on Your Website
When users are reading your blog posts, you can make it easy for them to share the information with friends or post on social media by adding social share buttons. These buttons can pop up on the top, bottom, or sides of your post and format your post for any social media platform with one click.
9. Use a Variety of Content Elements
Although articles are primarily made of text, written content is not always the most engaging. Just by adding images to your articles, you can increase views by 94%. In addition, video is being used more and more, and is being indexed more frequently in search engines. If you’re not ready for video, try creating infographics and sharing them on social media.
10. Collaborate With Other Professionals
Real estate content marketing requires time and consistency, and it can take months before you see any results. As you continue to grow and develop your content marketing efforts, you should continue to network and collaborate with other people to get your articles and website content in front of potential clients.
You can collaborate with others by writing guest posts, being a podcast host, or even sharing their articles on your social media channel. Think about other professionals or businesses with a similar audience, like mortgage brokers, insurance agents, home inspectors, landscaping companies, or interior designers. As you build relationships with other professionals, you’ll gain authority and increased traffic.
11. Promote Your Content
No matter how much time and effort you spend making sure you create the best real estate content, you can’t hit publish and just wait for your target audience to find the post on its own. Over time, as your post gets ranked in search engines, you will receive more traffic without additional effort. However, failing to promote your content means you will miss out on many website visitors and potential leads.
As part of your developing content marketing strategy, you also need to create a content distribution strategy. Here a few simple ways to distribute your content:
- Share on social media with hashtags and geotagging
- Circulate the article on Pinterest
- Post to relevant public forums like Reddit, Quora, and Bigger Pockets
- Run pay-per-click (PPC) or Facebook ads
- Write guest posts or contribute as an expert on platforms like Houzz
Content marketing is a particularly powerful method of real estate lead generation. Although it can be difficult to learn and start implementing, your effort to build a strong content marketing strategy can set you up for long-term real estate success. Read about even more real estate marketing ideas to continue to increase your success.