Since roughly 97% of homebuyers start researching for their next home online, you need to ensure your new home listings have strong visibility. Content is a primary driver in real estate lead generation, and content marketing can help you drive traffic to your website and landing pages and generate and convert more leads.
Keep reading to learn useful tips for content marketing for real estate lead generation. These tips can help agents working in the new home market or the resale market. You will get the tools needed to generate more new home leads, compel more form submissions and brand yourself as the local and trusted new home specialist.
What is Content Marketing for Real Estate?
Content marketing is a strategy where marketers create and share relevant content across different platforms (blogs, social media, etc...) to engage target audiences. Good content marketing doesn't simply promote a business. Instead, it focuses on delivering useful, relevant information that positions a realtor or new home specialist as a trusted local expert.
Content marketing includes:
- Blog posts
- Videos
- Podcasts
- Infographics
- Guides
This helps drive real estate leads to your website or listing landing pages and helps cement your brand locally. Remember, content marketing for real estate must address the needs of your audience at every stage of their home-buying or selling journey. First-time homebuyers might want guidance on the mortgage process, while investors might be monitoring market trends or forecasts looking for value.
Do Real Estate Agents Need Content Marketing?
Roughly 73% of homeowners are more likely to list their properties with an agent who produces video content.
For buyers exploring the new home market, the research process is long and comprehensive. People want to know if the home is move-in ready, about any potential construction delays, what incentives are available and the reputation of the builder.
Content marketing lets you speak directly to real estate leads and answer their questions. Furthermore, it positions you as a trusted local advisor who understands the new home market.
Need more convincing about content marketing? According to a 2023 report, 100% of real estate brands claimed their content marketing produced positive results.
Here are some reasons why content marketing for real estate is essential:
- Builds Trust and Credibility: Sharing valuable content about the local real estate or new home market introduces your expertise to potential real estate leads, branding you as a market and industry authority.
- More Real Estate Leads For Your Pipeline: Content drives traffic to your website. The more traffic your website receives, the more real estate leads you can generate. It's that simple.
- More Organic Traffic: Every piece of content marketing for real estate that is published creates an opportunity to appear in a relevant Google search. The more searches you appear in and the higher a page ranks will drive more organic traffic to your website and listings.
5 Steps for Content Marketing for Real Estate
Here are 5 essential steps to help you craft the best content marketing strategy possible.
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1. Brand Yourself as the Local Real Estate Expert
Potential real estate leads perceiving you as the local expert is an enormous advantage. To achieve this title, focus your content on highlighting your local market knowledge, from new home developments and neighborhood insights to regional housing trends.
For example, a guide that helps families navigate a competitive new home market, offering tips and insights on builders and incentives can help them land their dream new home.
Start producing blog posts or videos examining market shifts and how they will impact local buyers and sellers. Another good idea is to share insights on the latest new construction homes in your area.
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2. Content Must Be Personal and Local
A retired couple needing to downsize has different priorities than a growing family who wants to move out of their small condo. Buyers and sellers want guidance and information specific to their situation and neighborhood.
Personalization is key to engaging your audience meaningfully. A study revealed that 72% of consumers engage with personalized content. You must produce content that speaks to the needs and wants of your audience.
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3. Develop a Distinct and Authoritative Voice
Your brand’s voice is an expression of your personality and values. Whether you want to come across as polished or friendly, content can help you develop a consistent voice that potential real estate leads can connect to.
Above all else, it needs to be relatable. A relatable brand voice is engaging and helps leads imagine working with you. You want to tailor your voice to your audience. If you specialize in luxury properties, your tone should be more sophisticated and formal. If you cater to first-time homebuyers, a friendly, conversational approach will be more impactful. if your audience values customization and incentives, then introduce them to the benefits of new construction homes.
Use these real estate tips to develop an engaging brand voice through content marketing:
- Establish Core Values: Commit to what you want to achieve in real estate. Do you want to make real estate more engaging or do you want to focus on innovation like homes with solar panels and smart technology? These values must be baked into the foundation of the tone of your content.
- Adapt to Platforms: Your voice might need tweaking based on your publishing platform. Instagram posts can be breezy and fun, while LinkedIn posts should be professional and formal.
- Relate to Your Audience: For most platforms, write conversationally as if you're having a meal with a friend. Avoid jargon and keep things approachable and succinct.
4. Research Topics Based on Keywords and Search Terms
Identifying what your target market is interested in based on search volume will help you determine what content to write and produce.
Here are some tips to create real estate content based on your audience’s search intent:
- Perform Keyword Research: Use keyword tools like Google Keyword Planner or Ahrefs to research which keywords and search terms your target population uses when making real estate-related searches.
- Optimize Your Content: Write content that is rich with relevant keywords. Ensure that your writing is natural and you're not just stuffing keywords. Also, use keywords when writing titles, headlines, alt text for images, and META descriptions.
Always include alt text for every image. This helps with accessibility and Google can reward you for it. Don't forget to optimize for mobile as mobile-friendly content can be positioned higher in Google searches. - Answer Common Questions: Write content that addresses common questions, which you can determine through keyword research. A smart tip is to keep a list of the questions asked by your clients and leads.
5. Become a Community Advocate
Buyers and sellers aren't just buying a new home—They’re buying a lifestyle and want to feel connected to any area they’re considering. This is why becoming a community advocate can pay off for agents working in the new home market.
Here are some tips for using content marketing to become a community advocate:
- Focus on Local Events: Share content about local festivals, events or community meetings. Weigh in on issues in your community in a way that won't court controversy.
- Write Relevant Content: Produce blog posts or videos about the popular topics in your community. For example, if your area announces plans for new housing developments, this is your chance to write a blog breaking down the key points and how they will impact the local housing market.
- Share Your Advocacy: Publish your content across your social media profiles to create the widest reach possible.
What are the First Steps to Content Marketing for Real Estate?
Starting content marketing for real estate can seem overwhelming, but with the right approach, you can create content that attracts and establishes your market authority.
Below is a guide to get you started:
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Determine Your Audience
Start by determining who your target audience is. Do you want leads who are first-time homeowners looking for a new construction home, real estate investors, or those shopping for luxury properties? Once you've defined your audience, you can start strategizing the type of content and topics that will interest them.
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Create and Maintain a Content Calendar
60% of the most successful content marketers have a documented content strategy. By keeping a content calendar, you are less likely to fall behind and can stay on a consistent schedule that will see you create enough content to drive organic traffic to your website or landing pages.
Don't forget to schedule relevant content around open houses, listings going public, or local events.
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Maintain a Topics List
Brainstorm ideas on the topics your audience wants to read or watch, focusing on their pain points or knowledge gaps.
Topics should align with your audience’s intent, behaviour and searches. Whether it's “New Homes in [Your MARKET]” or “How to Get Approved for a Mortgage”, keeping a topics list ensures you will always have a topic ready to go.
Make your job as a marketer easier by creating some evergreen content like “Five Common Mistakes People Make While Buying a New Home”. This type of content will never go out of style and will always have search volume.
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Take Advantage of Social Media and Email Marketing
Social media and email marketing can help you with potential real estate leads. Platforms like Instagram, Facebook, and LinkedIn provide an ideal platform for agents to showcase their listings and market and industry expertise.
Post consistently to build a strong online presence and trust with your audience. Publish market trends and updates, client success stories, and property alerts. Respond to comments, create polls and host “ask me anything” sessions.
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Regularly Optimize Your Content
Monitor the performance of your content monthly to gauge if your audience is engaging with your posts and interacting with your social media activity.
Google Analytics, Facebook Insights, or email marketing platforms track your content's performance. Review metrics such as click-through rates, the average time spent on page and form submissions to learn what is engaging your audience and what needs to be optimized for better performance.
Drive High-Quality Leads With Real Estate Content Marketing
Content marketing for real estate allows you to build and connect with your local audience. It can build an agent's brand and can ensure that your listings reach as many potentially interested buyers as possible.
Become the local real estate expert by crafting valuable, localized content consistently. When executed properly, content marketing can fill your pipeline with targeted real estate leads who already trust you.
FAQs
Why is content marketing for real estate valuable?
Content marketing builds trust, showcases expertise, and attracts real estate leads by sharing valuable knowledge about a local market and property listings.
How often do I need to develop new content?
It’s essential to post as consistently as possible. Try to post new content two times a week.
How do I come up with real estate content ideas?
Consider your audience’s pain points and stay connected to your market(s). Keyword research is invaluable to learn what buyers and sellers are searching for on Google.
How can I position myself as a local real estate expert?
Create valuable local content like neighborhood guides, market reports and insights on new home developments to show your area knowledge. Share client success stories from your markets to prove you've helped people in the area buy or sell a property.
