According to Doug Kessler, “Traditional marketing speaks to people, content marketing talks with them”. He’s right. Creating engaging and powerful content is the key to success in marketing for real estate companies.
What is content marketing?
Before focusing on content for real estate, it’s important to understand what content marketing is, as it’s become a major need for many companies.
Why? because marketing evolves every day. Marketing 3.0 has now arrived to respond to several factors: new technologies, problems generated by globalization and the interest of people to express their values. Marketing has to evolve to reach these new concerns.
Joe Pulizzi, founder of the Content Marketing Institute, defines it as a marketing technique meant for the creation and distribution of relevant and valuable content to attract, acquire and get the attention of a well-defined target audience to turn them into future clients.
Examples of content marketing
Content marketing can develop in a various number of ways, depending on the needs and desires of a brand’s target market. Among these are:
- Guides and Tutorials
What all of these have in common is the fact that they offer valuable information or resources to potential clients, without asking for anything in return.
These contents can be promoted through different channels, such as
- Specialized forums
- Phone books
Keep in mind that with advertising platforms such as Facebook Ads, you can boost your content with a small investment to reach thousands of people and that digital marketing allows you to measure everything in a campaign.
Focus for real estate content
Every company dedicated to building, selling, renting and managing property faces a difficult and competitive market. A house is something that many people want but few can afford, so it’s important that the real estate company is positioned in the mind of consumers to have more possibilities to generate a sale.
That is why real estate companies must adapt marketing, advertising, customer service and strategy to focus on short-term satisfaction or the first purchase.
For content marketing, all effort should be focused on providing useful information so customers can make the best decision. Beyond financial retribution, they should know that content is to help them with their needs. That’s why the contents must answer important questions from potential customers.
Texts and infographics can help to explain issues to those who are interested in buying a house, and many other concerns they need to know.
The most commons are:
- Legal requirements to carry out the acquisition
- Glossary of terms both legal and for real estate
- Important considerations when making the purchase (credits, guarantees, mortgages, land, location, services, etc.)
- In general, information they normally request from a seller.
When people are looking for this information, it’s probable they’ll reach your company and, according to the content they perceive, they’ll remember the value of your brand.
If you want to get closer to them, you can ask for their contact information in social networks or on the website through a form that includes their name, email, and phone number.
It’s also important to take advantage of trending topics and relevant information in social networks, always considering the image of the company, trying to avoid falling into informality.
That way you will keep your prospects interested and make other people know your brand. For example, you can share articles about house remodeling, design trends or history of important buildings.
A good content marketing strategy will make your prospects reach you in a natural way, by self-interest, forming long-term ties and without wasting time with whom there is no possibility of a sale.
Key insights on content marketing for real estate companies
- Convert your prospects into loyal customers through useful content.
- Create content that answer important questions from potential customers.
- Share valuable data in social networks.
- Make them approach and perceive value, then ask for their contact information.