Real estate marketing has changed dramatically in recent years as more and more customers turn directly to the Internet to find their next homes. This has its pros and cons for real estate professionals. While clients have much more access to information than they used to have, they’re also more likely to find you from a Google search and to ask for your services.
The key to success for real estate professionals is to use inbound marketing to funnel the right people to your office. You don’t need to market to everyone; you need to market to the kinds of people who are likely to improve your bottom line.
In this blog post, we’ll offer proven marketing tips for the real estate industry.
Identify Your Audience
Before you ever write a blog post or hire content creation services, you’ll need to determine who it is you want to reach with your inbound marketing. Who is your ideal customer? If you primarily sell apartments, you’ll want to tailor your content to people who currently own apartments and are looking to sell.
If you primarily work as a buyer’s agent for first-time homeowners, you’ll want to use your content to reach people who are researching mortgages for the first time, who need step-by-step basic information about real estate purchases, and you’ll want to include geographical information to narrow your audience even further.
But perhaps your real estate business specializes in overseeing the buying and selling of multi-family units held by experienced property investors. This is an entirely different audience, and you’ll need to create content that uses keywords familiar to this group if you want any chance of attracting their traffic.
So think carefully about who your audience is. Your audience is foundational for the rest of your inbound marketing.
Create a Professional Website
Without a professional website, it’s nearly impossible to create effective content marketing campaigns. Your website is your command center. It allows you to publish content, present your products and services, introduce yourself to potential customers, and provide knowledge to your audience.
As you build your website, consider the many ways it will reflect on your business. Focus on both aesthetics and functionality. Your website should load quickly and be easy to navigate. Your content should be highly polished and easy to read. Your images should be sharp, and you should refresh your site with new content regularly.
Use Real Estate Features
Does your website have 3D Matterport Scans? Video Walkthroughs? Drone-captured video of the property’s surroundings? All of these features are popping up on real estate websites because they’re extremely helpful to both buyers and sellers.
Some of these features cost more than others, so if you’re starting your content marketing on a limited budget, consider creating walkthrough videos of your properties with your smartphone. Not only do these features help your business to be more professional but they also offer value to customers that can really pay off in the long run.
Blogging takes time and commitment, but it’s one of the most effective ways to improve your SEO and fuel your social media marketing. And if you haven’t started a blog until now, start immediately because you’re already behind.
The best thing you can do for your real estate blog is to provide enormous amounts of value on a regular basis. Make your content appealing by including infographics, videos, professional photographs, and other media. Tackle seasonal and newsworthy topics, and publish links to your posts on your social media accounts.