REALTOR Marketing: Content is (still) king!

Content Marketing for Real Estate
The rules for SEO change. The trends in social media come and go; the networks themselves are constantly changing their formats. One thing that has not changed is that your website visitors want good content – noGREAT content. And if you are actively providing relevant, interesting content chances are you are not only going to see more traffic but also more visitor engagement. Enter Content Marketing.

Content marketing is not a new thing, in fact, in it’s most simple form it has been around as long as there have been people online with whom to interact. There should be no doubt then that it is not a fad; as consumers gain more and more control over what they choose to take in their appetite for straight hard sell marketing is waining. Just like the way DVR has given the end user the ability to simply fast forward through commercials, so too the web offers surfers the ability to turn off ads or to simply unfollow sites and pages which are too ad-heavy.

Creating great content is more than just regergitating what others have written, and it’s more than just becoming your own personal press. It will never (thankfully) be as easy as copy/paste; seeing real results from this marketing technique not only requires time to build momentum but also effort to run the long race. More than just creating content, you need to provide the answers to the questions your customers are asking. This is especially true in the real estate industry as there are literally millions of websites – including big name national brands – where people can search and find homes. The content you create may very well be the thing that sets you apart and seals the sale.

Here are some statistics to consider:

90% of all home buyers use the internet to find homes.

78% prefer getting to know an agent rather than know their ads.

70% believe companies providing quality content have more to offer.

Effective content marketing provides 3 times as many leads as paid search.

The key to putting content marketing to work for your real estate strategy is simple: KNOW YOUR AUDIENCE. This should be no surprise as that is one of the keys to any effective marketing. It makes sense that the same content that appeals to Generation X and Y will not be interesting to retiree’s. Single’s won’t have the same interest as small families or baby boomers. So do your research; know who you are looking to work with and how to sell to them in the manner that they will most easily receive.

Once you’re on the path to content creating nirvana remember: it is essential to let people know about what you’ve written! If you are simply writing in your little box it won’t do you a lot of good – no matter how much your mom likes it! – so be sure to publish and distribute your articles on social media, your website, and other sites like stumbleupon. A little bit of cross platform sharing can go along way – now get out there and create!!

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