Increase your visibility with real estate content marketing [Ebook]

Almost every real estate purchase starts online.

But the journey from browsing to buying is long, difficult and emotional.

Content is your key to staying at the top of your prospects’ minds as they make decisions.

“With so many interactions starting online, the process of building trust begins before you even meet or speak with a customer. Whether it’s through organic search results, email marketing, social media, or other channels, the way you deliver this material is to build trust content.”

This is what Chandal Nolasco da Silva, author of SEJ’s latest e-book, says, “The Real Estate Content Marketing Guide.”

While it’s critical to improve your content marketing process, monitoring every channel and providing fresh content is time-consuming.

How do you use content to drive marketing across all channels and create new touchpoints with your audience in a timely and effective manner?

The right content in the right place for the audience you know matters.

In this e-book, da Silva breaks down important fundamental concepts in real estate content marketing strategies.

Learn to:

Market ads for relevant places and people

Every customer journey in real estate ends at a location.

The first step to effective content marketing is making sure your content is targeting the right audience. It’s not just about visibility, it’s about making the most of your content by making it visible in the right way.

When people are lying on the couch browsing real estate and dreaming of their next home, you want to be among their results.

“A list can be a link between a dream and a place,” said SEJ founder Loren Baker. “Chandal teaches us how to understand what people in specific geographic locations are looking for. Good local targeting helps ensure that the content you work so hard on has maximum impact.

Demonstrate that you understand the location and the needs of the people. So the list can start to include dreams.”

This approach is also useful for attracting institutional investors, as it highlights your understanding of local trends.

You will learn how to:

• Use audience research to create better lists and targeted content.
• Discover what types of content your audience prefers and how they prefer to interact with you.
• Refine and refine your content strategy based on the actions you want people to take.

With this, you begin to understand the power of location and audience e-book.

Leverage the right channels in your real estate marketing plan

Content isn’t just your first point of contact with buyers and sellers. It can be second, fifth, twentieth.

Even if they see your listing first, the prospect may then see your competitors’ listings and content multiple times before making a decision. By then, they may have forgotten about you.

You need to understand which channels are best for which content and how to engage users at multiple points in their purchase journey.

The e-book guides you through the best ways to use content in the following channels:

• SEO content on your real estate website.
• Marketing Real Estate on Social Media Using Powerful Visuals.
• Influencer marketing for your real estate.
• Email marketing to contact your real estate prospect base.

If you are ready to build a comprehensive multi-channel real estate marketing strategy, this e-book on content marketing can show you how to get started.

Create real estate content

You may have heard “content is king”, but creating content is time-consuming and managing all the different platforms is overwhelming. Well-crafted content delivered at the right time on the right channel is much more effective than trying to maintain an unsustainable rate of posting to everyone.

Visual content is essential in real estate. But it’s more than high-quality listing photos.

Houses are big transactions. These are the largest purchases or sales that most individuals make in their lifetime. You can do a lot to educate and reassure people at different levels, and building that trust will be rewarding.

Based on what you will learn in the first chapters of the e-book, da Silva will give you guidance on your content creation priorities.

Your priorities and the types of content you create will change based on the channel and stage of your audience’s buying journey.

You will learn:

• How long should your content be?
• When and where to publish different types of content.
• How to optimize your images. Don’t skip this step!

Start planning your real estate marketing content.

Develop and follow your real estate marketing plan

Refining content marketing to make it more manageable and effective requires tracking. There is no point in continuing to invest in strategies that are not working.

Content marketing is a process of continuous improvement. You must:

• Define and measure KPIs and ROI for each piece of content, as well as for each overall strategy and channel.
• Test your content to see how successful it is and how your audience responds to it.
• Refine your efforts by focusing on trackable metrics to understand what you’re getting with your content marketing.

Content is how you improve your search rankings, increase brand awareness and ultimately get more customers. But there are many ways to achieve these goals and many steps between content marketing and sales.

Breaking down these goals is the last step that da Silva will take you through.

If you follow the steps above, your content marketing can be more effective.

For more details on any part of the process, download the »The Real Estate Content Marketing Guide.”