10 Proven Ways to Attract Your Ideal Clients with Real Estate Content Marketing
Introduction
Real estate agents, like other business professionals, understand that marketing is an essential part of their business. The more top-of-the-funnel leads they generate through customer attraction, the more likely they will see their sales grow. One secret weapon that real estate agents have at their disposal that helps them do just that is real estate content marketing!
Real estate content marketing has proven itself time and again as an effective way to get potential clients interested in working with you. But before we dive into what makes it so effective, let's discuss why realtors must focus on attracting new business in the first place:
Define Your Target Audience
As a real estate agent, you already have a good idea of some of the demographics most likely to respond to your marketing efforts.
You know who your ideal clients are: professional, educated, homeowners, or buyers in the market for a new home.
But what if we told you there's more? Your target audience may also include young families looking for an investment property; retirees who want to downsize their home but not leave the neighborhood; or entrepreneurial millennials who prefer fix and flips; the list goes on.
The fact is that there are many potential audiences within your local community—and each one will have different needs and desires from the next!
To find out exactly who these people are and how best to reach them (and ultimately convert them into clients), it's important for you as an agent to define your target audience before developing content plans or deciding how best to transform user experiences by maximizing the effectiveness of your content.
Figure Out What Type of Content Your Audience Likes to Consume
Once you've identified your target audience, it's time to determine what type of content they like to consume. Identify the platforms on which they consume content. Identify times of day when they tend to be active. Identify the types of devices they use to consume content.
This is where your research skills will come in handy. You can use social media analytics tools such as Facebook Insights, Google Analytics, and Twitter Analytics to collect data on the types of content that drive user engagement for your brand.
Here are some suggestions:
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Know what your audience wants to read about by looking at their comments on blog posts and social media profiles. Quora, Reddit, and Facebook Groups are good places to start.
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Find out what information they're searching for by keyword-searching Google Analytics data from a few months prior.
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Look at which articles were shared most frequently in your Google Analytics reporting.
- Research your competitors to see what types of topics are being emailed and blogged.
If you've created content that has been successful in the past, or if your competitors have produced something you think will work for you, review these pieces to get a better idea of what type of posts your audience is looking for. If available, use data from Google Trends to find out which keywords are trending right now.
After you know what type of content is most popular with your audience, you can start to plan your content strategy.
Make Use of Social Media Marketing
Social media marketing is a great way to get in front of your target audience. You can use social media platforms like Facebook, Reddit, and Instagram to share your content—and build relationships with potential customers simultaneously.
Think about some of these popular social media properties that are used by real estate agents:
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Facebook fan pages serve as a tool that can be used to market their businesses; they also provide an opportunity for agents and brokers to meet people from all over the world who have similar interests in real estate. In addition, Facebook groups are another tool that can help you drive traffic to your website or blog while providing a private communication tool to your clients.
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Nextdoor is a neighborhood-specific social network designed for connecting with neighbors about local community news and events; it's also another way real estate professionals can reach out directly through private communities within their areas of expertise, such as luxury homes or short sales/foreclosures. Sometimes you can just be helpful and provide contacts to local handymen or plumbers to create a less aggressive approach where you are simply being a helpful neighbor...who happens to sell real estate.
Create Short Form Video Content
Videos are a great way to communicate your ideas and allow people to get to know you as a brand. Videos are more engaging than text, they’re more likely to be shared, and they can be used in all kinds of ways:
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To promote other content on your site – videos that feature other posts have higher click-through rates (CTRs) than static images or text links.
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As part of an email marketing campaign – when creating an email newsletter, it’s helpful if you include a short video that conveys the same message as the article being promoted.
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To promote yourself as an agent or brand – sometimes it’s all about telling your story in a captivating way with compelling visuals and sound effects which will help people identify with who you are and what services/products you offer them.
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Use video in email to send personalized emails to recognize clients' birthdays, anniversaries, and other special milestones or personalized communications.
Use Online Ads to Reach More People
Online ads are one of the best ways to reach a large audience and promote your website, listings, or even your lead capture landing page. Although this strategy costs money, it certainly can be expensive, but it’s still highly effective when used properly. The key is knowing what type of people are most likely to be interested in what you are offering and creating ads that appeal directly to your audience—no matter where they live!
Facebook Ads Are Perfect for Real Estate Content Marketing
Facebook ads allow you to target a multitude of key audience identifiers, including geo-targeted locations in addition to age, income, interests, and so much more. You can also choose which interests your target audience has so that only those who fit an ideal client profile will see your ad on Facebook based on their responses from previous posts or comments made by friends affiliated with similar interests over time – this strategy allows agents at Token Realty to tailor each ad campaign specifically towards our audience demographics.
Facebook ads allow you to target geo-targeted locations as well as by age, income, and more. You can also choose which interests your target audience has so that only those who fit an ideal client profile will see your ad on Facebook based on their responses from previous posts or comments made by friends affiliated with similar interests over time – allowing us at Realty Times to tailor each campaign specifically towards our readership demographic.
Use SMS and Email to Nurture Your Leads
Token Realty uses the Chime.me CRM. Chime is designed for real estate agents to automate and nurture clients throughout their home buying journey.
Email Marketing: Email is one of the most cost-effective ways to reach your audience. It's also one of the most direct ways, so you can send messages that are customized and relevant to each user based on triggers or activities unique to their home search. You can use email to promote blog posts, videos or localized home market data, or other types of content that you want people to see.
SMS (text message): Another great way to spread the word about your latest blog post or home listing or simply check in to see how their search is going through text message. Texting significantly increases open rates, thus conversions.
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We send SMS reminders when it’s time to schedule appointments with our agents.
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We follow up with leads via email, text, or social media at key points in the transaction process (e.g., after meeting with an agent or after favoriting properties).
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We keep in touch post-purchase for several months to ensure that clients are happy and satisfied as new homeowners.
Make the Most of SEO on Blogs and Webpages
Search engine optimization (SEO) is the process of optimizing your content for search engines. SEO is important for real estate agents because it can help attract new clients and keep existing ones coming back. SEO is a long-term strategy, so you should start implementing it now.
One way to make the most of SEO with blogs and web pages is by identifying keywords that people are using to search for information that would be relevant to you as a real estate agent or broker. You can do this using keyword research tools like Google Keyword Planner (or even just Google Trends), but other websites can help you learn what people ask questions about when it comes to buying or selling a home:
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AnswerThePublic
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AlsoAsked
You can also use Chrome extensions like "Keywords Everywhere" to get an overview of different keyword phrases.
Build Links to Drive Traffic to Your Site
Links are the fuel that powers SEO and drives traffic to your site. The more external links you have pointing at your website, the higher it ranks in search engines and the more people see your content. But how do you get more links?
There are many different ways for real estate agents to get better links than their competitors:
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Build relationships with bloggers who write about topics related to real estate (e.g., home improvement, mortgage lenders) and offer them a free guest post tailored uniquely to their blog. All you want in exchange is one "do-follow" backlink to your website or blog. Be sure to link on a relevant keyword vs. "Click here" or something generic which will not pass much SEO juice back to your website.
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Guest blog on high authority sites within your niche that don't already link back to yours. This will help build up credibility among potential customers while also giving them a way of contacting you directly through email or phone number provided in their bio or social media pages.
Include Testimonials for Social Proof
Testimonials are an excellent way to build trust with your audience. When you ask satisfied clients to share their experiences, they can help you stand out from your competitors and attract new clients.
A few things to keep in mind:
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Testimonials should be genuine, authentic, and relevant. If people don't believe them or find them too generic or vague that they could apply to anyone's business, then the testimonials won't have the desired effect and may even do more harm than good (e.g., make potential clients view you or your brand as untrustworthy).
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Testimonials are a great way to show prospective clients you're the real deal.
They're important for letting your current clients know they made the right choice working with you, and they're also a great way to show new clients that you're not just any old real estate agent—you know what you're doing and can make things happen for them.
The thing about testimonials is that they should be specific enough so your readers know what services you provide and how satisfied these clients were with those services. The goal is for your audience to remember seeing videos about these specific results when considering whether or not they want to work with you.
Importance of Google My Business and Being Local
You've started your business, and you're ready to make it a success. But if you don't have an online presence, how will potential customers find you? How will they know what you're all about?
Google My Business helps businesses of all sizes create a presence on Google Maps that's optimized for mobile searches—the most important way people are finding businesses today. It's also the easiest way to get reviews and manage customer messages in one place.
Complete every section of your Google My Business account so potential customers can find all the details they need about your business. Be meticulous with contact information, select primary and secondary categories, mark off applicable attributes, write a complete "from the business" description...and then start telling them about yourself!
Publish Google posts weekly so people can learn more about your business when they search online for keywords related to what you do. Upload new photos weekly so they can see what makes your business unique. Answer questions when customers ask questions or leave reviews so they know they can trust what they're reading! Collect and respond to reviews, so people know who's behind the words on those pages! Add services so people can learn more about what makes you special! Don't forget to set up messaging so your clients can easily reach you, and be sure to keep your profile up to date; old or incorrect information can hurt your rank.
Video marketing ideas for real estate agents
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Create a video that is engaging and interesting.
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Use video to tell a story about your real estate business by showing your expertise, personality, and face.
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Check out BombBomb or InVideo to add video in your emails to improve engagement rates by up to 40%! This will help you stand out from the competition while also giving you another edge when connecting with potential clients!
Use video in your blog post to enhance your listings and showcase local content, highlighting local businesses and entertainment that will interest buyers in your market. You can also use videos on social media platforms like Instagram or Facebook to share client testimonials - these posts are great for engagement because they're personal. With so many different ways to use video marketing, it's easy to see why it might initially seem overwhelming.
But once you've got a few basic tips down pat, including how to optimize your video for SEO on YouTube and use Chrome extension VidIQ to optimize it, even more, all will be smooth sailing!
Videos are a great way to attract your ideal clients with real estate content marketing because they have many different uses. Use them in emails, blog posts, listings, and social media posts! They're also easy to create - just get in front of the camera for one minute each week about something related to your work.
Conclusion
I hope you found this post useful! There are many ways to create content for your real estate business, and I've shared some of my favorite tips and strategies for finding success with each. From knowing who your ideal clients are to writing about them in a way that resonates with their needs and interests, there are many different ways to create content. The key thing to remember is not all content is created equal—it needs to be relevant, informative, and helpful! You must be consistent, find what works best for your audience, and keep at it!
This post is a compilation of the knowledge I've gained while working as a real estate agent. I hope you found it useful and that it helps you attract your ideal clients!
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