Do you have a content marketing strategy in place for your real estate business? If not, it’s time to seriously consider working on it, as content marketing has become an excellent marketing channel for inbound leads (Inbound leads are prospects that find your website through web searches). Which means that if readers find something you’ve written that resonates with themselves, they’re more likely to engage with you because you’ve provided some real value to them with your content. So what type of content should real estate professionals be putting out to attract prospects to their site?
- The first steps in any good content marketing strategy is to identify who your customer is and what their needs are. For example, here at BrokerSumo we focus on writing articles on how to effectively use real estate back office and accounting software to run your business more efficiently because our customers are real estate brokerages and agent teams who need software to better manage their agents and transactions. For real estate agents and brokers, the customer is likely a consumer looking to buy or sell a home. The next step is to identify their needs–do they need an agent, do they need market data, do they need general info about real estate, etc.? Once you’ve done this, you will have a good start on the type of content you need to develop to attract your customer.
- Identify your unique value proposition for your customer. How do you differentiate yourself from the rest of the real estate brokerages and agents out there? Why is your firm better than others? Make sure you’re offering information that reflects that you have something unique to provide, giving people a reason to read what you have to say—and better yet, return for additional information.
- You’ll also need to identify the keywords that your users are using to search for what they are looking for. In real estate it pays to focus on a local area, so searches like ‘best neighborhoods in Chicago’, or ‘best walking neighborhood in Dallas’ are good searches to focus on. Make a list and work on developing content around those keywords.
- Figure out where to find these people. Posting articles only on your blog isn’t going to do much. No one will ever find you unless you have a promotional plan in place. There are obvious places, like social media, to promote your content. But again, there is too much noise on Facebook or Twitter for you to get noticed. You have to make some noise yourself. Engaging with other influencers, either on their blogs or social media pages, is a great way to get your content shared. By contributing to the conversation others are having, you’re more likely to be viewed as a reputable part of the discussion.
- Who should be writing these articles? You, of course. You’re the expert in your market. You know more about real estate than your competitors. Your articles need to reflect your knowledge and experience. Now it may not be realistic for you to write all the content so look to your agents as another great source of knowledge. By having an agent write posts, and cross promoting that post with their website as well as yours, it can benefit you both. There are also lots of freelance writers for hire, but be wary of these options as you may get something doesn’t reflect the same level of knowledge and experience about your market that you have. It may seem like a quick way to get content up, but if it’s not quality content, it won’t provide the return on investment you’re looking for.
So how do you measure the results of your campaign? Well first, be prepared to invest in content marketing for the long term. Most likely, you won’t see much traffic coming from your blog for 3-6 months. Typically Google likes to see a site become an authority before you’ll begin making headway on capturing organic search traffic. Any analytics software such as google analytics will allow you to track you organic results and track user engagement by looking at a few key metrics such as pages viewed and time on site. Those two metrics will give you an easy assessment of how well your content is resonating with your readers. The key is, don’t get frustrated if you don’t see results right away. You’re playing a long game here. If you invest the time and effort to build up a great library of content, it will pay dividends for years to come. So get out there are start writing!