How to plan Content Marketing for Real Estate Business in 2023

Setting Your Real Estate Content Marketing Goals

The best content marketing strategies are focused on their goal(s), and are intimately in tune with their unique audience’s behavior. approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

In real estate, a profitable customer action is created around the purchase, sale, or rental of a property. With this target in mind, the goals of a real estate agent’s content marketing strategy can vary depending on which stage of the buying funnel they need the most help with. 

Content Marketing Goals

You will likely have multiple goals in your content marketing strategy. Here are a few

example content marketing goals for realtors: Once you have a laser-focus on the desired outcomes, you need to crystallize your understanding of your audience. Content must address their needs as well as yours. 

Top-of-Funnel Goals:

• Social media followers.
• New website visitors.
• Listing engagement (clicks, time on page, bounce rate).

Mid-Funnel Goals:

• Newsletter subscriptions.
• Mortgage calculator submissions.
• Requests for information.

Bottom-Funnel Goals:

• Requests for showings.
• In-person meetings.
• New customer reviews

Developing An Audience Around Your Listings

“Location, location, location” is what they say in real estate. In content marketing, it’s

“audience, audience, audience.” When you put the two together, you get a powerful recipe for local marketing. This is exactly where real estate agents should focus their content marketing efforts.

All properties are tied to a physical address, so both buyers and sellers will associate a location with their transaction journey.

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The Best Channels For Real Estate Content Marketing

Channels are how potential buyers or sellers discover your listings or services. You can perform content marketing using a variety of online channels.

In real estate, it’s helpful to focus on creating a visual funnel using these channels to attract your desired audience. Every online form of listing discovery requires photography – the higher quality, the better.

We’ll dive into content creation tips in the next chapter. For now, consider how you can leverage photography and graphics in your different content channels.

Now, let’s unpack some of these top-funnel channels in the buyers’ journey. Buyers and sellers might discover your listings or services through:

• Your website and blog found through organic search engine results.
• Local search results via your Google Business Profile.
• Social media.
• Influencer marketing.
• Email marketing.
• Content shared by friends and family

1. Blog

Since buyer journeys start online, you need a website with available listings for properties. You need to optimize pages and listings for search engines in order for people to find them.

Pay particular attention to local SEO, as it helps connect you with your audience in a specific region or neighborhood. When a prospective buyer or seller makes a relevant search, including “near me” or the names of the locations you serve or when they search and Google serves local results based on its understanding of their location – you want to show up.

How to plan your blog!

• Determine your target audience and the purpose of your blog.
• Research and choose a specific niche or topic to focus on.
• Create a content calendar outlining the topics you plan to cover and the dates you plan to publish.
• Set goals for your blog, such as increasing traffic or generating revenue.
• Develop a consistent posting schedule and stick to it.
• Promote your blog through social media and other platforms to increase visibility and drive traffic.
• Continuously measure and analyze your blog's performance and make adjustments as needed to meet your goals.

      2. Social Media

Social platforms have become popular places for real estate agents. Instagram, Facebook, YouTube, and other platforms can be hugely beneficial.

Use social media platforms to post engaging visual content such as:

• Virtual tours.
• Neighborhood tours or Customer Testimonial
• Active images of the property that represent an experience or use original or Actual project images)
• Before and after photos for renovations and staging or use model flat photos
• How to finance improvements on newly purchased properties.
• Improvements people should make before selling a property.
• Interviews with happy customers
• Project USPs (Unique selling features)  

You can do all of this with video, too. Virtual tours can even be done over live streams

When it comes to social media, focus on where your audience is most active, and don’t 

spread yourself too thin. It’s better to have fewer channels that are well maintained than 

to try to be everywhere for the sake of it. 

Like your overall content strategy, to be successful at social media, you’ll need a 

consistent effort.

3. Influencer Marketing

Supercharge your real estate content marketing efforts by working with influencers.

For example, you could work with a popular blogger or YouTube influencer to promote 

an open house, or do sponsored content together.

In my early career days, I worked with a large real estate company to help them build 

backlinks by working with popular home design and home renovation bloggers.

Try promoting listings with popular local bloggers who specialize in residential topics. 

If you are doing sponsored content with influencers, and they decide to link to your 

website, make sure to mention that the post is sponsored and include a rel=”nofollow” 

tag on any links pointing to your website.

4. Email marketing

Once you’ve gone through all of the effort to create content that attracts potential buyers to your website, you need a way to keep talking to them. If they’re not ready to commit today, they might be ready in a few days, weeks, or longer.

Keep interacting with them while they consider. Email marketing is a great way to do this. Set up an email capture form on your website, and encourage people to subscribe to learn about new listings as they become available.

Create newsletters to get the information out to your subscribers regularly. Then, you can nurture your audience over time and keep them engaged with the properties your agents have available.

Make them visually rich to bring highlights from your website directly into subscribers’ inboxes.

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8 Ways Realtors Can Increase Traffic To Their Listings

1. Go Mobile:

An increasing number of people are using mobile devices to find their next home. Make the most of it by providing them with a user-friendly mobile site.

Tips: 

 A mobile site will help your search rankings, too

2. Build Your Brand Around Your Market.

Your brand and credibility matter. Analyze your market carefully and design your brand assets to highlight the traits your target market cares about most. Then, use it across all your channels.

Tips:

For India - more need to focus on distract town. People are think that all money have in big city area. So they ignore the distract brand. (Need Concrete plan for district towns)  

3. Upgrade Your Photography:

High-quality photography can make all the difference. Select each property’s key features and show them off with images captured by a quality camera.

Tips: 

Don’t be afraid to get creative.

4. Go For Video:

Make every property feel like a home and give potential buyers a better feel for the property with video tours. You can get even more views and clicks by uploading them directly to your social media channels to take advantage of their algorithms, which favor content that keeps users on their site.

Tips: 

5. Make Your Social Media Social:

Simply sharing your listings on social media isn’t enough to earn engagement or results. Join real estate interest groups or create some of your own.

Tips:

Start conversations, build relationships, and establish yourself as an industry and area expert in those groups.

6. Be Strategic With Listing Websites

Some buyers use listing websites like 99 acers, Magicbrick (for Indian property) and Trulia & Sotheby's to look for properties first, not realtors. So, convince them to click through to a property-specific landing or contact page on your site by sharing plenty of information and photos.

7. Don’t Leave Prospects Hanging

It can be difficult to respond to every inquiry. Find ways to automate this so you can focus on what you’re best at.

Tips:

Call tracking software is a simple and inexpensive way to score phone call leads and reduce your workload, allowing you to work smarter instead of harder

8. Stay Top Of Mind After Closing

It’s easy to fall off clients’ radars after closing, which costs you referral traffic. To avoid this issue, find creative ways to stay in touch

Tips:

Try housewarming gifts, helpful content for new homeowners, or a genuine check-in.

Content Creation TipsFor Real Estate

Real estate content marketers should develop a repeatable process for each channel.

Determine how often you want to post on each channel and the types of content that need to be created – interviews, checklists, quizzes, roundups, etc. Consider who will author these resources, how they’ll be developed, and what stage of the buyer’s cycle they’re targeting.

Create a schedule for all of these content activities, and put together your production plan based on the resources you have available. Leverage external resources where budget permits to help fill in content creation gaps; you might hire freelance writers or photographers, for example.

Measuring Content Performance: KPIs & ROI

So, how do you measure content performance?

First, you have to define your goals. Then you can attach specific metrics to your 

content and measure its performance. Now, it’s time to experiment with content and 

see what works.

Content can help real estate marketers meet their objectives. Using the same 

framework of the buyer’s journey, content can support the different

marketing opportunities.

Use your understanding of where a lead is in the buying cycle and attempt to serve up 

the best-related content to bring them to the next phase of the funnel buying cycle.

Measure your ability to move leads through the funnel by attaching a metric to each 

goal as it pertains to the buying cycle. For example, you could consider the following 

content goals and associated metrics

Goals and metrics are also referred to as Key Performance Indicators (KPIs). You can 

classify content performance in two general ways, depending on your goals: KPIs and ROI

Sources For Audience Research

You need to have an online presence to capture buyers who are searching online. 

Conduct audience research to understand the concerns and needs of buyers searching 

for listings in your area. Don’t forget that sellers are looking for local representation.

Leverage your different sources of data to answer questions about your audience and 

discover the types of content they prefer.

Marketers determine audience behavioral trends using the following sources of data:

• Market research.
• Competitor research.
• Keyword research.
• Google Analytics (GA) data.
• In-app analytics.
• Social media platform analytics.
• Aggregate content monitoring tools.

The more data you gather about your audience, the better you will understand their 

needs. Then, you can speak to those needs through content marketing. 

What Next?

ChatGPT can help with content marketing by generating high-quality, unique, and engaging text for various types of content, such as blog posts, articles, product descriptions, social media posts, and more. It can also assist with SEO by suggesting relevant keywords and phrases to include in the content. Additionally, ChatGPT can be used to generate ideas for new content and to analyze and summarize large amounts of data, which can be useful for market research and competitor analysis.

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My Experience on Real Estate Industries:

"For the last 5 years, as a digital marketer in a real estate company, I have gained a wealth of experience in creating and implementing effective digital marketing strategies to promote the company's properties and build its online presence.

I started by creating and managing the company's social media accounts, including Facebook, Instagram, and Twitter, where I used engaging and visually appealing content to attract potential buyers and renters.

Next, I focused on SEO, by optimizing the company's website for search engines, conducting keyword research, and creating valuable and informative blog content that helped to drive organic traffic to the site.

I also leveraged video marketing by creating targeted video campaigns to reach out to potential customers and keep them informed about new properties and promotions etc.

Furthermore, I used paid advertising on platforms such as Google Ads and Facebook Ads to increase visibility and drive traffic to the company's website. I also experimented with retargeting ads to increase conversions from website visitors.

I also used analytics to track the effectiveness of my strategies and make data-driven decisions about how to improve them. This allowed me to monitor website traffic, social media engagement, and conversion rates, and make adjustments as needed.

Overall, my experience in digital marketing has been an asset to the company, helping to increase online visibility and drive more leads and sales for the company, i create this blog to share my experience ." 

Aniruddha Ghosh

Digital Marketing Strategist

Contact me at: linkedin.com/in/imaniruddha