Real Estate Content Marketing: How to Pinpoint Buyers & Sellers

A woman stands against a wall and holds property papers.

Content marketing is the art of writing posts that appeal to your prospects, by distributing them in such a way that they attract as many visitors as possible to your website. It is also one of the keys to successful real estate marketing.

Content creation should be at the heart of your inbound real estate marketing. Because you will need quality content at all stages of your strategy: to optimize the positioning of your web pages, to attract the attention of prospects, and push them to the final conversion.

Let’s solve the mystery that hangs over real estate content marketing: let’s go around the subject with these basic questions, to know precisely which articles to write and for what purpose!

1. What is real estate content marketing?

A definition begins with: content marketing refers to all practices aimed at disseminating content to prospects and customers. This content production strategy can obey different commercial and marketing objectives: they can be used to generate traffic, promote the conversion of prospects, inform targets (for purely informative purposes), gain presence, retain customers, and more.

Content can also take various forms – informative articles, advice, product descriptions, technical sheets, promotional offers, and branding content. A real estate content marketing strategy generally works in connection with an inbound strategy, with the aim of acquisition, conversion, and differentiation.

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2. What content to write?

This is the key question. Wanting to launch a real estate content marketing strategy is good, but you still need to know what types of content to animate it with because you will need to publish them regularly, at least two per month, ideally one every week.

The answer should take the form of another question: what do your prospects want to read? It’s the only question that matters. You must get to know your key targets, and determine what your future customers’ needs are, to be able to offer them content that meets their expectations.

For prospective sellers, you will write informative articles on real estate sales (preparation, progress, things to know, tips for finding buyers faster, real estate guide, etc.).

For prospective buyers, you will focus on advice for a successful acquisition, and on all related issues (searching for real estate, evaluating a budget, identifying blocking points during visits, knowing real estate prices locally, etc.).

These are very broad examples, but it is to give you an idea of ​​the content that should constitute your real estate content marketing. These marketing objectives are to be redefined according to your targets, their needs, their expectations, and the questions they ask themselves.

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3. How to ensure that online users find this content?

Millions of new articles are published every day. This gives you an idea of ​​the challenge that awaits you as soon as you click on the “publish” button. Of course, all this content does not talk about real estate and does not target the same targets as yours. But, you must explain it nicely to Google, otherwise, it risks letting you wade through the mass of newcomers.

In short, no real estate content marketing without optimization of your content and relevant work on keywords can perform well. The third of these prerequisites is quality – an increasingly important criterion in the eyes of Google.

By correctly optimizing your content, you can make it appear in Google results when online users formulate the queries you have worked on. The goal is for them to click on it to land on your blog.

4. What is the ideal length of web content?

There isn’t an answer to this question. If there are good practices in real estate content marketing, they are not enough to draw from them a “general regulation of the publication on the web”. An example: it is commonly considered that content must be at least 300 words long to be effectively indexed and then referenced, but that means nothing if we do not take into account the sufficient volume of keywords (between 0.5 and 1.5%) or the concept of added value. A good article of 400 words, well optimized, is better than a bad content of 2,000 words, referenced anyhow.

In short, the ideal length depends on:

The type of content. Your site’s static pages and your blog posts don’t need to be the same length. An informative page on your site might be limited to 300 words, while a “good” blog post starts at 500 words.

The subjects to be treated. You can’t write 5,000 words about cornerstone content, and you shouldn’t limit yourself to 300 words to write a guide to selling real estate. The length of your content must be adapted to the subject.

The positioning of the target in the conversion tunnel. We do not address a new contact in the same way as a mature prospect who is about to become a customer. The more prospects progress through the conversion funnel, the more relevant and in-depth content must be offered to them – which sometimes (but not always) means making them longer, to cover the subjects in full. Your real estate content marketing strategy therefore also depends on how you organize your prospect follow-up.

Real Estate SEO

Google indeed appreciates fairly long content – ​​1,600+ words on average in the best-positioned articles. But these contents did not arrive there only because they explode the word counter: they also handle SEO levers in a relevant way, and their length is adapted to their subject!

Experienced in creating SEO content for real estate companies, our SEO writers can develop website content that is different from conventional content writing. Learn more about our SEO content writing service.

5. Is real estate content marketing necessarily limited to blog posts?

No way. If we have focused our attention on this type of content in this article, you should know that real estate content marketing can concern online media (such as blogs, articles, or newsletters), publications on social networks, or this “premium content” which takes different forms (white papers, eBooks, infographics, webinars, etc.).

But the heart of your inbound strategy is SEO blog articles; they will be both your main digital acquisition channel and your best chance to demonstrate your expertise to those who do not know you yet.

Want to know more about real estate content marketing? Do you need help finding your topics and writing your content? Come talk to us!

Jack Hamilton edits the client work and regularly devices strategies for B2B, and B2C, campaigns. Jack also trains new content writers and with his expertise guides them through the content development phases.

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