78% of real estate searches start with a search engine, showing how essential it is for real estate agencies to create high-value content. Considering how saturated the real estate market is, publishing valuable content to your target audience boosts the chances of engaging with your business, increasing brand awareness, and generating more qualified leads.
High-quality content is a ranking algorithm, meaning if you create valuable content using the right keywords, your website gains more visibility via organic searches, attracting and driving more relevant traffic to your real estate website.
When you create great content that meets users’ needs, solves their problems, educates, and gives them insights they can’t find elsewhere, you become their trusted source of reliable information, building brand loyalty and authority. Below are real estate content marketing tips you can try.
Invest in Local SEO
Real estate, especially in major cities, can be very competitive. However, when you choose to serve the locals, the competition becomes more limited to your area and may even be fierce if your region is a real estate hub.
Start with an SEO audit to find out how you rank locally, whether you’re getting any organic traffic, and if you’re generating leads or converting them. Focus your audit on site and page structure, content, links, and usability.
Make your website accessible and optimize for mobile devices. Fix any problems arising from the SEO audit and optimize for search. Claim your Google My Business listing and optimize it.
Create a Real Estate Blog
Blogs are an excellent way to showcase your content expertise. Real estate blogging allows you to add fresh content to your website, create content for queries potential clients ask online and apply the keywords prospective clients search online, helping with online traffic and SEO. When you create high-value content, visitors stay longer on your website, increasing engagement. Real estate blogs, such as this one by Fair Cash Deal, also support SEO by building links, including backlinks from authority websites.
This improves your search result rankings, increasing visibility and attracting more organic traffic. Blogging builds brand loyalty and trust. Publishing relevant content that ranks builds credibility and makes people see you as an expert in your real estate niche. However, before creating blog posts, know your target audience and the type of content they’re likely to look for.
Leverage Visual Content
The real estate market is volatile, and in such a competitive environment, it may not be easy to attract buyers’ attention. Visuals are a great way to pique their interest. Spice up your visuals with interesting life stories to tap into prospective customers’ emotions, dreams, and memories. Short, targeted storytelling, including photos, short videos and before and after slides, work well for Insta stories. You can also use virtual staging to highlight your property’s selling points. If you struggle when selling property as-is, virtual staging has a decluttering feature you can use to your advantage.
Virtual property staging allows you to design a property using the latest trends, adding accessories, décor elements, and furnishings that suit your target audience’s needs and desires. Adding video testimonials helps you gain client trust. Leveraging virtual tours to impress customers gives you an edge over your competitor, helping you close more deals.
Optimize Your Website
A good website allows you to connect with potential real estate customers. Your website is your online office where prospects go to check your offerings. Make it navigable and mobile-friendly because most people use mobile devices to look for real estate products and services. Consider working with a professional content marketing agency to help you create unique, relevant content, use the right keywords, ensure high site speed and good quality videos and images. You can also add lead-generating channels such as chatbots and forms.
Ensure Timely Content Updates
While creating content that addresses your users’ pain points is essential, ensuring your content remains evergreen is vital for ranking purposes. Refresh your old content and web design to make it seem new. Updating your website content allows you to stay current, increases company exposure, and increases sales opportunities. Keeping your website up to date enables you to keep up with how people buy, expand your reach, and increase conversion rates.
Do Keyword Research
Finding the right keywords is the first step to creating high-quality content on Google. Using keyword research tools, you can identify relevant keywords to help your target audience find your content. Upon finding the keywords, test them to determine the difficulty ranking factor and search volume. Choose keywords whose search volume is high and are easy to rank.
Promote Your Content on Social Media
Incorporating social media into content marketing strategy helps promote your content. Optimize your content for social media to build your online presence and drive more traffic to your website. To successfully promote your content on social media, create unique posts for every social channel, try social media outreach, optimize posting frequency and timing, test social media headlines to ensure they convey value, and regularly use CTAs. Establish a social media community for your audience to stay connected and informed.
Set Goals and Track Your Progress
To succeed with real estate content marketing, determine what you want to achieve with your content. Do you want to boost traffic, increase brand awareness, collect emails, build brand loyalty and credibility, or increase conversions? Setting goals and tracking them allows you to determine what is working and what isn’t. It also lets you know which of your content is doing well to create more of it and abandon what isn’t working.
Use Real Estate Infographics
Real estate infographics are an excellent way to communicate complex information including data comparisons, statistics, maps, and more, so that your audience can easily understand. Infographics enhance engagement, help you earn backlinks, and allow you to showcase your expertise. Depending on your needs, there are different types of infographics you can use in real estate marketing. The ideal infographics should be simple, original, branded, timely and accurate.
Creating and publishing high-value content enables you to increase engagement, improve your rankings, drive more web traffic, and generate more qualified leads. Stay on top of content marketing trends and use these tips to enhance your real estate content marketing.