Great content marketing is vital for any real estate specialist who wishes to stand head and shoulders above the others in their industry.
Via a range of clever techniques, you’ll be able to use your online content to attract the precise demographic to which your properties, products, or services will appeal.
So, how do you do this?
In this article, you’ll find the top tips for content marketing in the world of real estate to help you take your business from strength to strength.
1. Focus On Producing Locally Targeted Content
One of the most common mistakes in content marketing is overgeneralizing.
Businesses wrongly believe that the quantity of site visitors they receive is more important than their “quality.” They rely on the law of averages to help them convert more clients, but it’s not an optimal approach.
Instead, it’s usually best to use keywords and other types of site content to focus on the correct niche for the properties you offer.
After all, if a businessperson needs short-term city center accommodation, they don’t want to be directed to rustic staycation pods in the middle of the countryside.
They won’t invest in your services if you specialize in the latter, even if you initially attract them via global-focused SEO.
Try employing “local SEO” – searching for specific long-tail keywords that determine your content’s regional focus and specific features. You could even include a “local news and activities” section on your site to define your exact base.
2. Use Plenty of Images In Your Content
Everyone in the property industry understands the power of visuals.
The more of a property your potential buyers or tenants can see, the more likely they are to fall in love with it – particularly if the images used are of high quality.
That’s why you should invest in great pictures of the actual properties you have available at this very moment. Better be honest from the start.
For example, if you’re selling an auction property, it’s always best to show the reality rather than waste your own and other people’s time with viewings, false offers, and the like.
This isn’t just a great technique to enchant clients. However, if search engines “see” that you are employing different types of content – both text-based and visual – they’re more likely to position you higher up the results.
Optimize your alt image descriptions and tags with keywords to make your content more discoverable.
3. Go Interactive To Stand Out
Including interactive content on your site provides another unique way to get your site to rank high.
For example, why not implement 3D VR or video tours of properties? These offer a great way to influence conversions, as potential buyers or tenants will study the layout and design of a building before they decide to attend a viewing.
This saves you and your clients time and effort by narrowing the focus to house hunters who are very serious about putting money down – and there are more benefits besides.
Say a visitor to your site shared a video tour of a property in which they were interested in their blog or social media channel.
If that video showed visitors a way back to your company’s website, that’s another opportunity to attract greater levels of footfall.
Making interactive and shareable content of this kind will help you to develop a strong network of “backlinks”.
The wider your relevant shareable content is spread across the internet, the more potential clients you will be able to reach.
4. Team Up With Other Content Creators
Another great way to build backlinks is to work alongside other companies to produce content that you can both display online, resulting in the reciprocal sharing of audiences.
Why not offer to write a “guest blog” for publication on another business’s website, with a link back to your own?
They get free content, which boosts up the search results, and you get a backlink, which does the same for you – and you’ll also tap into a new audience base.
You can also make yourself available to online journals and industry guides, providing interviews, soundbites, quotes, and anything else they require.
This positions you as an expert in your field and gets your organization’s information shared more widely online.
5. Don’t Forget About A Social Media Content Boost
Your social media content is just as important as ever, and it can help you achieve a great deal of digital marketing at a minimal cost.
Make sure your business has a presence on all social media platforms that are relevant to your field. Be selective with the individuals and companies that you follow. If you can cultivate intelligent connections, your posts will reach the correct audiences.
- Post, repost, like, and respond to only the most relevant content and keep your tone consistent to attract the right demographics.
- Don’t forget to use the correct handles and hashtags to engage other specialists properly.
- The more professional and casual followers you can attract and keep, the wider-reaching your brand will become.
Don’t forget to keep your social profiles up to date too, including links to your site and correct contact details. Your social media streams can then become backlinks in and of themselves.
The above suggestions form the basis of a highly effective content marketing strategy. However, there is plenty more you can do to attract the right audiences online, so be sure to do your research.
Keep your content updated regularly and stay creative and relevant for the very best conversion levels.