Content strategy isn’t traditional real estate marketing. It’s not even contemporary digital real estate marketing. That’s because, ultimately, it isn’t about signing contracts with clients — at least not right away.
The “content” contained in a content strategy is designed to inform and educate your audience. It can include blog posts, infographics, informational videos, email marketing campaigns, and even highly detailed white papers.
A robust content strategy attracts people to your website and your brand simply because you’re sharing valuable information. Consistent content strategy keeps them coming back and establishes your team as experts in the field — so that when the time comes to seek the services you provide, your brand will be the first they think of.
Step 1: Know Your Audience
To create an effective content strategy, first, decide who you want to reach and how you want them to see your company. Then, tailor your content to that audience. Think about who that potential client is, what they’d like to know more about, and how you can help educate them.
If you’re trying to drum up interest among potential office tenants, for example, you might focus on writing blog posts about workplace and office design trends. Or, if your goal is to market your services as a brokerage to real estate investors, you might publish a white paper about trends in your local or regional market.
These pieces can establish your company as a cutting-edge property owner or a deeply experienced, locally grounded company, respectively — as well as giving your audience genuinely useful information that will help them navigate future transactions.
Step 2: Identify Your Expertise
What does your company do better than anyone else? That’s what your content strategy should focus on.
An important goal of an effective content strategy is to establish your team and your brand as “thought leaders.” This content should demonstrate your detailed knowledge of and passion for your specialization, whatever that may be. If your brokerage specializes (or wants to specialize) in warehouse transactions, for example, a series on the ins and outs of industrial real estate — including trends like automation to reduce labor costs and the rise of build-to-suit warehouses for Amazon — signals to your readers that your agents are plugged into these trends.
When it makes sense, consider highlighting the successes of your team and company. Remember, content marketing is as much about marketing your team and your company as it is about your specific listings.
Step 3: Create Your Content
Content marketing is an industry of its own. If you’ve tried to write a blog post or an email but aren’t a writer yourself, you probably know how difficult it can be to communicate clearly. And when you’re involved in the day-to-day management of your office, it can be challenging to zoom out and write about your own services with a birds-eye view.
Fortunately, there are thousands of professionals who specialize in content marketing. In addition to writing clearly and concisely about the topics you’ve selected, these marketers are able to tailor content so that it will appear sooner in search engine results and travel further on social media. And they can probably do it much faster than you can in-house.
Step 4: Connect People to Your Content
Once you’ve designed your content strategy, the final step is to make sure that people actually see the content you create. This means building a broad digital audience and surfacing content to them whenever it’s relevant.
Successful email marketing relies on email segmentation, or the separation of your contacts list into multiple more specific lists depending on interests. A brokerage, for instance, might segment its “buyers” list into curious buyers, those who are looking for one property, and those who are building an investment portfolio. As you develop your content portfolio, you can send specific pieces of content to curious buyers and others to experienced buyers who are building investment portfolios.
Content marketing can help you build a robust social media audience, too. If your company is reliably sharing interesting, informative infographics and written pieces, your contacts will be more likely to engage with you on those platforms on an ongoing basis, meaning that when you publish listings, they’ll be more likely to see those too.
A real estate marketing professional can help you with search engine optimization and other back-end strategies to increase search traffic to your website. When potential clients get there, make sure it’s easy for them to sign up for your email lists and to follow your company on social media so that they can continue getting to know you and your team — and so that when they’re ready for their next transaction, they think of you first.
At WindWater, we specialize specifically in real estate marketing, meaning we help real estate companies design their digital marketing strategy as well as market individual listings. We choose to focus on this industry because it’s one we know very, very well — we’re a real estate company ourselves.
If you want to talk about transforming your real estate marketing, reach out to our team today.