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Real estate market: how to use content marketing

As I mentioned in previous articles, content marketing is a very effective tool to engage clients in different markets, including the real estate market. This tool is a type of inbound marketing because in this case the real estate consultant doesn’t seek the potential customer directly, but instead creates relevant content that this customer is probably interested in and then attracts him to her real estate company.

The prospective client can be attracted to the blog or the real estate website where the realtor will publish regular content with key words that are used by people that search related content on Google. To ensure that this content will be considered relevant and therefore appear on the first search results, the realtor has to publish educational content and promote it correctly.

The promotion can be done in different channels, such as social media or email, and also in other important websites that are related to real estate market. However, it has to be previously planned. Moreover, the client acquisition will be effective if the realtor first defines her ideal buyer persona (as I explained in previous articles) and then understands in which stage of the customer’s journey this persona is.

Methods to spread the real estate Blog/website content

Some efficient means to spread relevant and educational content to properties’ buyers or sellers are through infographics, E-books, whitepapers or even an article explaining a specific topic.

Infographics are creative and efficient to send the message to the right people because they are mainly visual and contain important information in a brief and direct manner. In the daily rush many people that want to search some kind of information related to real estate market don’t have a lot of time to read long articles and, therefore, prefer an infographic that contains it.

Certain themes that could be used by a real estate agent when creating an infographic are, for example, a list of factors that impact directly on a property’s price or an image that brings the step-by-step to sell a house. The infographic can also be helpful to potential property buyers that are interested in that content, for example comparing the advantages and disadvantages to rent versus buy a property.

On the other hand, the E-books and Whitepapers don’t focus only in one theme like blog articles usually do, but instead bring detailed information about some topics related to a main theme. A real estate consultant can, for instance, join articles that he wrote previously about how to celebrate a public deed, obligations that each party has on the property’s purchasing process, and other themes that can be related, and rewrite all of them together, transforming it in an E-book.

Precautions are advisable, however. The realtor needs to figure in which buyer’s journey that group of prospective interested clients is and then define what is the most appropriate way to outreach this group. She must also prioritize the quality of the information provided. There is no point in investing on a fantastic design for an infographic or on the quality of an image to illustrate the article if the content is not relevant or useful for the potential clients that are meant to be engaged.

Finally, those advices will guarantee an effective inbound marketing campaign if followed correctly. If you are interested in deepening your knowledge on this subject, read the other articles in our blog! All of them are focused on real estate market and useful for realtors that want to improve their marketing campaigns. We wish you a lot of success in your career!