Content Marketing Real Estate Promotion Guide

The following ideas apply to all Vendors who want to produce their own sales content.

Basically, swap out RE for your business category and location.

The Value of Content Marketing for Real Estate Professionals

The benefits of content marketing are clear:

• EVERGREEN CONTENT FOR SPECIFIC LOCATION

• It provides solutions to client problems.

• It helps to build trust with clients.

• It increases brand awareness.

• It drives organic traffic through SEO.

• It generates more qualified leads.

• It builds your company’s reputation.

• It gives you something to share on social media.

What’s the content creation process?

1. Find any problems that (VIEWERS) home buyers and sellers have.

2. Create a piece of content that provides a solution to those problems.

3. Get this piece of content in front of those (Viewers) home buyers and/or sellers.

Here is a simple content idea list:

1. Video Tour of (Vendor’s business) in a local neighborhood and a 500-word description of what makes it great.

2. 6 photographs of a (Solution) neighborhood and your opinion on why to move there

3. Photographs and Video Tours comparing (Products and Services) schools in the area

*Most neighborhoods have a lack of information about them online.

Publish promotional pages

• Publish a monthly (or weekly) article to announce (new P/S offers) when new property listings are available.

• Include images of the (new P/S offers) properties that link to the full listing.

• Shoot a video walkthrough of the (new P/S offers) property.

• Make a virtual staging of the (new P/S offers) home.

Publishing Promotional Sales Pages

The most important aspects of content writing for (Vendors) real estate. It offers you the flexibility of describing your services in detail through long- or short-form content.

Here are content creation ideas for your real estate pages:

• Industry insights, statistics, data, and trends.

• Upcoming or sold projects, property listicles, your services.

• Niche-specific content. For example, if you are experienced in luxury real estate, then your content should focus on it.

• Homebuyers want information on location, neighborhood, and the local laws of the region they wish to live in. All the information regarding these aspects can be provided through content.

• Developing “How-to-guides” is yet another way of content writing for real estate. You can cover topics like how to choose a broker or how to sell properties.

Written Content

1. Customer stories. Describe the problems they faced and the challenges they overcame.

2. Describe locations. List the services and facilities in each geographical area.

3. Share the history of a local town and link to property listings in the area.

4. Industry news. Are there any national or local news stories that would be of interest to buyers?

5. Tips for buyers and sellers.

For example:

• How to Prepare for the Buying Process.

• How to Make Your Home More Valuable and Sell Faster.

• Home Improvement Tips for First-Time Sellers.

• Customer Questions. What do customers always ask you? Give your expert answers in an FAQ page.

• Ask a question. What do your customers think about a topic? Gain valuable audience feedback that you can discuss in future content.

What Problems Do Buyers and Sellers Want to Solve?

Specifically, home sellers want to know how to:

• Increase their home’s value

• How to sell their home faster

• How to choose the right real estate agent

• Make the right decisions as a homeowner

Home buyers want to know:

• How to get the best price for a home

• How to get a mortgage with the best possible terms

• How to choose the right real estate agent

• Deciding whether to buy or rent a home

• Both buyers and sellers have questions that are related to their financial, homeownership, and lifestyle interests.

• Remember all of the worries, misconceptions, or problems you've run into with homeowners during the listing process. 

• Write about your real estate niche.

• Where do you have knowledge that no other agent does?

• In what ways can you demonstrate your experience and expertise that no one else can?

Create an outline for your article –

• Figure out the main arguments you wish to make.

• What do you want your readers to take away from your article?

• Arrange your arguments into a logical order and fit them into your outline format.

Product Benefits.pdf

Download PDF • 246KB

Use a template for your articles – 

Do you want to prove why it’s better overall to get an adjustable-rate mortgage than a fixed one?

·Introduce the problem in the first paragraph, present the solutions and conclude with a successful conclusion.

Do your research - Find facts and quotes from experts and authoritative figures that back up your arguments.

• Draft your article’s first draft.

• Break up the text blocks.

• Never write more than 3 sentences in a single paragraph when publishing online.

• Further, break up the article by using images, videos and charts that supplement your arguments.

Testimonials

The goal of a realtor is to obtain new customers and sell more homes, then customer quotes, video testimonials and success stories confirming his or her expertise go a long way toward assuaging any prospect fears.

• Real Estate conforms to a word-of-mouth marketing model, and testimony from friends, followers and clients is a linchpin for prospecting and client onboarding.

• Data attests to this fact, as social proof – people copying the actions of others – is an unbreakable influence in our everyday lives, and also in marketing.

• Ninety-two percent of people trust the recommendations of their peers, and 70 percent trust recommendations from people they don’t even know.

• By featuring user reviews and satisfied clients on real estate websites and profiles, marketers can convert social proof into tangible ROI.

Storytelling

• Tell a solid narrative that centers around emotions, not jargon.

• Ask customers to tell their stories, how they chose their forever home, what owning a home means to them.

• Follow up with former clients from years ago and bring a video crew.

• Film the fact that homeownership was a vehicle for expanding their families, enjoying their communities, and engaging in exciting activities.

• Accompany your knowledge with storytelling, it builds a way for people to remember you and what you taught them.

• Is your blog article answering a question or a problem?

• Start the article by immersing readers in the story of WHY you decided to write it. 

• Did you have a client that had a tough time deciding whether to buy or rent a home? Tell your audience how that client’s experience motivated you to answer that question.

• Are your clients concerned about selling their homes in the current economy? Use that story to explain the pros and cons of selling a home right now.

Employ virtual staging.

How can you pique buyer interest?

Give them a sneak preview of what the home looks like by using a virtual staging website. Online staging saves you the time and money. It is also safer for the clients considering covid safety.

• Host a tour of the area you’re selling in.

• Hold an event to teach area homebuyers about the process of buying a home.

• Arrange an open house and invite buyers to view the home.

Collect and display testimonials.

• Your satisfied previous clients are an excellent resource for bolstering your credibility and building trust through your real estate marketing.

• If a sale goes well, touch base with the customers you helped and get a paragraph-long blurb speaking to how helpful you were.

• Once you have that content — along with those clients' permission to project it — put it on your website, so prospects can get a real understanding of how well you've previously served people in their position.

• Get a video testimonial.

Film video walkthroughs.

• Modern consumers are receptive to immersive experiences and want to know the homes they might buy.

• Conducting thorough video tours of properties and add your link to listings.

• Videos add a degree of credibility and intrigue to your real estate marketing.

Commercial Video Outline.pdf

Download PDF • 222KB

Video Content

1. Set up your own real estate channel on Your Website to list properties.

2. Post “virtual tour” videos of homes for sale to your website and social media channels.

3. Create videos of the neighborhoods in which your properties are located to give prospects a real sense of the area.

4. Interview staff members for insights into how you work and what you offer clients.

5. Interview Happy Clients – with their permission – for credible client testimonials.

IMAGES Production Guide.pdf

Download PDF • 1.18MB

Visual Content

1. Property photos. Hire a professional photographer to take images of the properties you represent.

2. Staff photos. Show your fun side with photos of your team and bios. They’re great for building trust in your company.

3. Slideshows. They’re perfect for how-to content, market information, and quick guides.

Video Production Guide.pdf

Download PDF • 414KB

Events-based marketing

Buying or selling a home is a very humanizing moment, even when working through real estate agents or brokers. And that’s a sentiment that carries marketing capital.

Combining digital marketing efforts with in-person, events-based marketing creates a tandem track for lead generation and brand awareness.

Events may include:

• Open Houses.

• Block Parties

• Meet and Greet with Brokers.

• Real Estate Seminars.

• Q&A Sessions Between Industry Experts and Prospects.

• Industry Conferences.

Partner with and learn more about Builders, Lenders, Appraisers, Originators, Attorneys, Residential and Commercial Landlords, Municipal Leaders, And Local Officials.

During these meetings/events, have printed material on hand, such as business cards, sales sheets, FAQ pamphlets, printed listings, etc.

Partner with local businesses.

• Use your local connections and partner with Clothing Boutiques, Home Decor Showrooms, And Coffee Shops to promote listings — and invite them to participate in an open house event.

• For a unique way to encourage prospects to visit your open house, set up Pop-Up Shops in different rooms of the house.

• This encourages potential buyers to explore each room, and you can work with the local businesses to determine discounts on goods that can be offered to the home buyers.

Invest in branded swag.

• People love free stuff — from keychains to mugs to pens to can koozies and beyond — so if you have the opportunity to provide swag like that, you should take it.

It's an excellent way to get your brand out and keep your services top of mind when attracting and retaining potential clients.

Co-host an Online Seminar.

Want to make it easy for potential buyers or sellers in your area to understand the current market?

• Partner with a Local Lender, Title Company, or even Your Favorite Staging Service and host an online seminar on a topic that will interest those thinking of making a real estate move.

• For example, you might team up with a Local Home Improvement Service to conduct an online seminar on the top five most valuable improvements sellers can make to their homes to boost sales prices.

• These changes and tastes can differ per state, so this can be valuable information sellers can't find online.

VR for virtual tours

• Interactive video is another. real estate marketers to use augmented and virtual reality video for one-of-a-kind, custom open houses.

• Prospects will just use their smartphones or VR headsets to get the full experience without stepping foot in the home.

• Customers want 360-degree, panoramic visuals they can engage with and individualize.

Real Estate Services

• Think of ancillary real estate services like Interior Design, Family Photographers, Professional Stagers, Packers and Movers, Suppliers of Residential and Office Cleaning and Lawn-Care Specialists.

Embarking on a co-branded marketing campaign with one of these companies can increase awareness, produce more leads, and generate additional creative ideas.