This article’s goal is to clarify some of the do’s and don’ts of content marketing for real estate companies. You’ll soon realize that just because a law firm achieved great success using a certain strategy, that doesn’t mean that it will work for you too.
We believe that it’s important to show, not just tell and so decided to reveal 7 real estate companies and what they do regarding content marketing. You can read the in-depth article here.
Every industry is different. That means that companies should act and work in a variety of ways. It also means that not every marketing strategy will offer the same result.
Let’s take a look at how others have grown their business and, more importantly, how you can do it too.
Obviously, you can’t just throw random content around and expect results. Let’s think for a bit about what you have to take into account when planning your content marketing strategy.
The first step should always be to identify your audience.
Who uses your services? Who would see your content? These questions don’t necessarily need to have the same answer.
The audience will most likely consist of leads and clients. We’re mainly talking about people interested in learning more about the industry.
It's a good idea to cater to all your readers if possible.
That means creating more content, not trying to make something that everyone will like. That’s just wishful thinking.
If you can, provide regular content for the other businesses as well.
You’ll prove your experience and knowledge in the field, and the helpful content will surely earn you the respect of your peers.
Over time, you could become a thought leader not only for the clients that read your content but even the other real estate companies.
Establishing some buyer personas is crucial.
It’s much easier to create useful and efficient content when you imagine a few actual readers who can represent the whole audience.
These personas have to be on point, though. Use the data you have, organize some surveys, and ask clients to fill out forms. After gathering as much data as you can, you can begin the process of creating buyer personas.
Take into account their interests, their preferred mediums, hang-outs and what makes them tick. Consider their worries and hopes, and what they want to gain. Your strategy will revolve around attracting these people to your content.
Establish a presence on social media networks
If you don’t want to have social media accounts or use them, you’re barking at the wrong tree. A pivotal part of content marketing is the distribution of content on social media.
Moreover, this part is becoming more and more important over time as big sites like Facebook are starting to become jacks of all trades.
It’s not going to hurt to have an account on every social media network, but in many cases, it’s not important either.
By now, you should know the networks where audience hangs out most of the time. Concentrate on those. Just because there is one lead on a social media network doesn’t mean you have to make a new account. You might as well just send them an email.
Once again, I’ll stress the fact that your goal should be to create a more personal connection with your clients. If you don’t have enough time to communicate on social media, get someone to do it.
Don’t split your time between them because you’ll end up offering watered down content that won’t attract anybody. Know your limits and find smart ways to surpass them.
You also have to think about the type of content you’ll use, how often you’ll post it, and when to provide it. It’s an art, really.
The people on each network will have slightly different preferences. Agencies know best how to cater to these communities, so if you want to get the most out of it, you should consider contacting one.
Build your real estate blog
The reason I’m not saying “create your blog” is because the simple act of setting up a blog means nothing.
As always, have an audience in mind and think up the content of the posts and frequency of posting that will work for you.
I’m warning you, though, if you don’t want to have new content on the blog at least once a week, you’re not going to get much out of it. That’s why I’m saying that you have to build you blog.
It won’t start out big, and it won’t just expand at fixed intervals.
The only way your blog will grow and attract leads is if you take care of it. The more quality content it gets, the more attention it will draw. It's rather organic.
Your top priority should always be the quality of the content.
People seeing it is also important, but if the content isn’t good, you won’t get anywhere. Whether it’s on social media, blogs or anywhere else, quality is number one.
Keep in mind that your blog and social media accounts shouldn’t act independently. Links from one to the other are always a good idea. Don’t be afraid to show how invested you are.
Use everything you have
Showcasing your real estate experience is the best way to gain people's trust. Offer advice, sources of information, and answer questions.
The idea of content marketing is to provide readers with content they want to read, so don't waste their time with things they don't care about. Testimonials are also an excellent way to establish your expertise.
Don’t be afraid to commit to content marketing.
While it might have seemed risky a few years ago, this way of promoting has proven time and time again how well it works.
Search for the right people to work with.
There is no shortage of marketers out there. Don’t settle for just anything. If the people working on the strategy and the campaign aren’t on the same page, the results won’t be as good.
Look at a few agencies and choose the one that you think is best suited to represent you and your company.
I suggest that you start by taking a look at what we have to offer. Squirrly has an extensive experience of creating targeted, quality content, and using it to its full extent.
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