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Top Real Estate Marketing Trends 2019

Top Real Estate Marketing Trends 2019

It’s the start of a new year, and that means savvy marketers are looking to stay ahead of the curve. These top real estate marketing trends are what we see coming for 2019.

Real estate is a competitive and ever-changing industry. Just when your business settles into a successful routine, new marketing tactics and trends can throw you a curve ball. But being aware of the forces shaping the industry is the best way to hit your marketing efforts out of the park this new year. Here are the four top real estate marketing trends that we see coming in 2019.

1) It’s all about the video

If you’re a frequent reader of our blog, you’ll know that we’ve been writing about the astronomical rise of video in real estate marketing for a while now. We can’t stress it enough: video is here to stay, and it’s time your business starts embracing it as a highly effective content marketing tool.

Part of what makes video such an appealing form of content is its inherent shareability, which drives organic traffic. Getting your content and properties out to your base audience is one thing but empowering that audience to be your ambassadors is a huge next step. Creating appealing, engaging video is an ideal way to give your target audience material to share with their networks—with the potential to expand your reach exponentially.

2) People are craving authenticity

One of the dangers of a strong marketing presence is that it can almost become too smart and slick for its own good. It’s no surprise that, as Instagram edges us all towards posting only carefully curated, perfectly doctored reality, companies are likewise looking to share nothing but perfection.

But increasingly, social media users are craving authenticity. Of course, this doesn’t mean creating and sharing sloppy content, but it does mean allowing your followers to get a real, honest sense of your company and properties through the content you post on social media. Let your social media platforms be places where you engage your followers through compelling content that says something about the culture of your business and your passion for real estate.

3) Keep it personal

In a world of bots, robocalls, and AI, don’t underestimate the power of the personal. Much as users are seeking authenticity from marketers on social media, your potential buyers and renters will respond all the better to personalized content and relationship-building.

Whenever you can, add a personal touch to your communication with your audience. This doesn’t just mean adding their names to emails—in fact, marketing automation can (perhaps paradoxically) be your secret weapon when it comes to developing personal communication with potential buyers and renters. (Check our guide to marketing automation tools for real estate marketers here.)

4) Get creative

Writing and talking about creativity is a bit of a paradox. As soon as trends start to catch on and become, well—trends, they’re no longer shiny new innovations. One thing we can say for certain about the new year, and the future of real estate marketing going forward, is that creativity is going to be key.

While we can’t tell you exactly how to be creative, we can give you tips for developing an environment in which creativity can thrive. Being aware of trends, benchmarking your marketing efforts against those of your competitors, reading industry blogs, and listening to your client-base are just a few key ways to foster a culture of marketing creativity.

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Archive for the "Content Marketing" Category


Measuring Content Marketing Success? Check Out Our Top 3 Posts for Analytics and ROI

Measuring Content Marketing Success? Check Out Our Top 3 Posts for Analytics and ROI

Measuring content marketing success for real estate can seem like a daunting task. Our top 3 blog posts on analytics and ROI will keep you on track.  

We talk a lot here at Fronetics Real Estate about the importance of a data-driven approach when it comes to measuring content marketing success for real estate. Without a documented strategy, your efforts are likely to be scattershot and aimless. To grow your business strategically, you need to track your efforts, analyze successes and failures, and determine ROI.  

This year, we’ve focused on analytics and ROI several times on our blog. Measuring content marketing success can often seem daunting, so we’ve aimed to share some tools that work for us. We’ve discussed why it’s important to benchmark your content marketing efforts against competitive properties, published a guide for real estate marketers to measure that ever-elusive brand awareness, and offered up a monthly marketing reporting template to help you track the right metrics. 

Here are our top three most read analytics and ROI posts for 2018. 

1. What Metrics Should You Track in Real Estate Marketing? (It’s key to measuring content marketing success) 

Traditional real estate marketing involved a lot of “post and pray.” That is, marketers would place ads in local publications, on billboards, and with other traditional media outlets and hope that buyers and tenants would read them and take interest. 

Our monthly marketing reporting template for real estate will help you measure success, drive strategy, and demonstrate ROI. Read more. 

2. Why You Should Benchmark Real Estate Marketing Against Competitive Properties 

When people are searching the internet for apartments or condos, what are they seeing? Part of an effective, data-driven marketing strategy is regularly taking the time to benchmark real estate marketing against competitive properties. 

We all know that competition drives results. Take Elaine Thompson and Michael Phelps. In August 2016, Thompson claimed the title of the world’s fastest woman, and Michael Phelps became the most decorated Olympian of all time.  They achieved these incredible feats by continuously pushing themselves to do better — and they weren’t just tracking and measuring their personal performance.  Read more. 

3. How to Measure Brand Awareness: A Guide for Real Estate Marketers 

When it comes to selling property — particularly luxury properties — growing brand awareness is an important goal. Prospective buyers need to know that your property exists and that it can provide the kind of lifestyle that they’re looking for. 

Measuring how well you’re doing at getting the word out about your brand and property/properties is critical to optimizing your marketing strategy. But measuring brand awareness can be tricky. Read more. 

A final word

Thank you for making us your go-to source for real estate content marketing insights. Please join us in 2019 to learn the latest on measuring content marketing success and everything else you need to grow your real estate business.

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Archive for the "Content Marketing" Category


Top 10 Social Media Posts 2018

Top 10 Social Media Posts 2018

Here are Fronetics Real Estate’s most viewed social media marketing posts from the past 12 months.  

We all know real estate marketing is increasingly intertwined with social media. These platforms are extremely powerful ways to engage with potential buyers and renters, and to reach new audiences. At Fronetics Real Estate, we write a lot about how to use social media for real estate marketing.  

These are our top 10 social media posts from 2018. 

1. 10 Social Media Statistics for Real Estate Marketers 2018 

No matter what happens, we can always count on one thing to stay the same: Social media will always be changing. 2018 has been a remarkable example of that thus far, particularly in regard to platforms like Facebook. Every so often, we like to take a step back and look at what the data is telling us about where social media is heading and what that might mean for real estate marketers. Read more.  

2. How Will Facebook Marketplace Housing Affect Real Estate Marketers?  

If you’re a real estate marketer, Facebook’s newest foray into the social marketplace is likely to impact your strategy. In November, the ‘Book announced it would begin allowing users to search for housing rentals and sales on its Marketplace platform. For those who are unfamiliar, Marketplace is Facebook’s answer to Craigslist — a platform that lets users buy and sell items near them. Read more.  

3. Social Media Trends for 2018 Real Estate Marketers Need to Know 

If there’s one thing real estate marketers can be sure of in the coming year, it’s that social media will continue to dominate the marketing landscape. Social media presents tremendous opportunity, particularly if you’re aware of upcoming trends. Read more.  

4. How to Use Social Media Hashtags in Real Estate Marketing 

You’re likely to be vaguely aware of hashtags, at least in your personal social media life. But perhaps you’re not intimately familiar with how they can play into your real estate marketing strategy. Whether you #lol at it or not, using social media hashtags wisely can actually be a major boon to your social media marketing efforts. Read more.  

5. A Visual Guide to Social Media Posting Frequency for Real Estate 

“Content is king, but distribution is queen and she wears the pants.” These are wise words from BuzzFeed’s Jonathan Perelman, indicating that creating interesting and pertinent content is just half the battle. To reach your target buyer or tenant, raise brand awareness for your property, and drive sales, your content needs to be delivered consistently over time, at the right time, and on the right platform. Read more.  

6. 4 Things to Do in Light of Facebook News Feed Changes 

Mark Zuckerberg once again rocked the world on Jan. 11 — at least for businesses — when he announced that the Facebook News Feed was evolving to include less public content, meaning content from Pages of businesses, brands, and media. The algorithm will now prioritize posts from friends and family (over public posts) and those that “spark conversations and meaningful interactions between people.” Read more.  

7. Should I Be Using Facebook Carousel Ads? 

Facebook carousel ads offer a highly visual and engaging way to promote your properties. Not only that, Kinetic Social recently found that carousel ads are up to 10 times more effective than static sponsored Facebook posts at driving traffic to advertisers’ websites. And if that’s not enough, they boast a 72% higher click-through rate than single-image mobile app ads. Read more.  

8. 5 Real Estate Instagram Accounts You Should be Following 

Instagram remains an emerging platform for real estate professionals, and, given its overall popularity, it’s puzzling that it hasn’t taken over the real estate marketing world. With the majority of real estate searches beginning online, social media is an ideal way to showcase listings. Read more.  

9. Must-Know Social Media Strategies for Real Estate 

Real estate is a people business. That’s why you should leverage a marketing tool that is also all about people: social media. If you have not begun developing social media strategies for your real estate business, now is the time to get started. Consider for a minute that in 2017, 81% of Americans had at least one social media profile. And the numbers are projected to continue skyrocketing: by 2020, 200 million people just in the U.S. are estimated to be on social media. Read more.  

10. Measure Social Media Success in Terms of Potential, not Dollar Amount 

One of the trickiest things about implementing a social media strategy is that social media success can be difficult to measure. While most real estate professionals acknowledge that a social media marketing presence is important, it’s hard to make a case for resources when you can’t precisely quantify the value in terms of dollar amount. Read more. 

Stay with us in 2019 for the latest on social media real estate marketing. Which posts will you find the most useful and interesting?  

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Archive for the "Content Marketing" Category


Top Real Estate Marketing Posts 2018

Top Real Estate Marketing Posts 2018

Here are Fronetics Real Estate’s most-viewed real estate marketing posts from the last year. 

2018 was a big year for Fronetics Real Estate. We celebrated our first birthday in September, marking one year since the launch. Despite our youth, FRE is born out of longstanding expertise in real estate marketing. Our team has been working with residential and commercial real estate clients for many years under our parent brand, Fronetics. 

We aim to bring that same expertise to the readers of our blog at FRE. Below are our top viewed real estate marketing posts from this year. 

1. 5 Luxury Real Estate Brands that Use Content Marketing to Sell Property 

Content marketing and luxury real estate are a match made in heaven. This extremely powerful tool can attract visitors, convert them into leads, and convert leads to deals. That’s largely because real estate buyers — especially luxury real estate buyers — are more connected than ever before. Smart real estate brands understand this reality and are using it to their advantage through content marketing. Read more. 

2. 4 Real Estate Marketing Trends 2018 

Digital marketing platform Placester recently published the results of its 2018 Real Estate Marketing Survey. We pulled out the top 4 takeaways from the survey here. Interestingly, these real estate marketing trends align with those we are seeing with our clients as well. In general, real estate marketers are focused on leads: acquiring valid potential buyers and then turning them into sales. It makes sense, then, that many are turning to content marketing as a strategy, as it can be a highly effective lead-generation engine. Read more. 

3. 7 Ways Content Marketing Helps Sell Luxury Real Estate 

It’s no secret that, when it comes to driving luxury real estate sales, content marketing, like real estate marketing posts, works. According to Placester’s 2018 Real Estate Marketing Strategy Survey Report, 42.1% of real estate professionals surveyed plan to experiment with developing new types of content they haven’t tried. And a whopping 94.1% plan to focus on creating new and unique content for their websites. Here are 7 ways that content marketing can help you sell luxury real estate. Read more.

4. 10 Quick Ways to Grow Brand Awareness 

If you’re building a new property, or just rebranding an old one with a bad reputation, you want to get the word out quickly about what your project is all about. It’s called brand awareness. To grow brand awareness requires a proactive approach. Some companies turn to traditional methods, such as billboards. But it’s important to think about your digital strategy, as well, since the vast majority of real estate research occurs online. Read more. 

5. 4 Ways a Blog Can Help You Sell Real Estate 

You might think that it seems silly to keep up a blog for your property or real estate company. Writing real estate marketing posts can be a significant time investment, and you may wonder who would even want to read your blog after all. But blogs do so much more for real estate than provide news and updates to a small community of interested parties. Read more. 

6. Using Online Virtual Tours to Sell and Lease Property 

As a real estate marketer, one of the most powerful tools at your disposal is the imagination of your potential buyers and renters. You’re most likely to sell them on your property when they can envision themselves in the space. The National Association of Realtors published a list of ways to dress up your virtual tours. We’re summarizing the key takeaways here. Read more.

7. Drive More Traffic and Generate More Leads with Your Real Estate Blog with our Editorial Calendar Template 

Having a documented strategy is critical for content marketing success. An important extension of that idea is making sure your blog content is well-organized and aligns closely with your content strategy. We have created a blog editorial calendar template to help you organize and improve your real estate content marketing efforts. Read more. 

8. Fronetics Real Estate Blog Named Top 60 Real Estate Marketing Blog 

We are pleased to announce that Fronetics Real Estate’s blog was included on a list of the best real estate marketing blogs. Feedspot’s Top 60 Real Estate Marketing Blogs & Websites for Real Estate Marketers features a number of valuable media resources for the industry. Fronetics Real Estate is honored to be included — particularly since we’ve only been live for six months. Read more. 

9. 5 TED Talks for Real Estate Marketers 

The popularity of TED Talks seems to have increased recently. A decade ago, the lecture series focused on technology, education, and design wasn’t a household name. Today, the number of views total well over 1 billion. TED Talks can be inspiring and full of useful information from thought leaders in all aspects of the field. Here are 5 that we think real estate marketers should watch right now. Read more. 

10. 10 Must-Follow Blogs for Real Estate Marketers 

One of the most exciting aspects of real estate marketing is that there’s always something new to learn. As technologies constantly evolve, there is an ever-growing field of ideas being generated and discussed—and every real estate marketer should be a part of it! We’ve compiled this list, letting you in on 10 of our favorite blogs that we think you should be following, too. Read more. 

Make sure you follow our blog in 2019 to for insights and tips on how content marketing can help you grow your real estate business by generating and capturing more leads.  

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Archive for the "Content Marketing" Category


How to Nurture Real Estate Leads with Content Marketing

How to Nurture Real Estate Leads with Content Marketing

Done right, content marketing is the most effective way out there to generate real estate leads—and to nurture them to fruition. Here’s how to make the most of this strategic resource. 

If you generate a huge amount of leads, that means you’ll get an influx of new clients, right? Not so fast. Having an effective lead generation campaign is great, but it’s only half the battle. To produce actual business, you need a strategy in place to nurture real estate leads once you’ve attracted them.

An effective lead generation campaign means having a documented strategy, an effective website with strong SEO, good calls-to-action, and a robust social media presence. All of these things can be best accomplished with content marketing — and it’s your best friend when it comes to nurturing and converting those leads you’ve generated. 

Nurture real estate leads with content marketing: a crash course 

Before we get too far, let’s slow down and define what it means to nurture real estate leads with content marketing in the first place. In fact, real estate marketers are often so focused on generating leads, that this crucial part of the process gets overlooked.  

At its most basic level, when we talk about nurturing a lead, we’re talking about continuing a conversation. When you generated the lead, you attracted the attention of a prospect, and planted the seeds of an ongoing relationship. But in order to germinate, these seeds need to be cared for — and that’s what lead nurturing is all about. You continue to stay in a conversation with your prospect from the first contact until they are ready to become a client. 

Putting your content to work 

“Lead nurturing campaigns focus on creating mutually-beneficial working relationships so that when it comes time to buy, that lead turns to you, or your business, instead of a competitor,” writes real estate marketing expert Vinny La Barbera. When it comes to staying at the forefront of a prospect’s mind, and successfully nurturing a real estate lead to conversion, there’s no better tool at your disposal than content marketing.  

Social media is a perfect place to use content to nurture real estate leads. Connecting with your prospects, answering their questions, and sharing relevant, helpful content (particularly video!) is key to staying on your prospects’ radar. 

Another effective way to use content marketing to nurture leads is with a blog. While some of your posts should be geared to generating leads, others should be written with a focus on cultivating existing relationships, and helping prospects decide to take the next steps. For real estate marketers, this means you can write about topics like the location of your properties, available features and amenities, and information about neighborhoods and communities.  

Of course, email content is crucial to an effective lead nurturing strategy. The first step is to segment your email list, so that you’re creating targeted messaging for those at different stages of the buyer’s journey. Your emails should always include a call-to-action, to give prospects the opportunity to engage further with your brand and properties. 

The bottom line 

With any of your content marketing efforts, including nurturing real estate leads, the most important thing to keep in mind is that you are offering value to your prospects. By sharing your knowledge and expertise through your content, you’re answering the needs of your prospects and building their trust in your brand and properties.

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Archive for the "Content Marketing" Category


Infographic: Real Estate Social Media Marketing Strategies

Infographic: Real Estate Social Media Marketing Strategies

Social media for real estate marketing is one of the most powerful tools out there. Our infographic will help you figure out the best social media marketing strategies—and the mistakes to avoid. 

We’ve said it before, and we’ll say it again: real estate marketing and social media are a match made in heaven — when used correctly. With the right strategies, using social media for real estate marketing is a great way to start a conversation, exchange advice, and create a lasting relationship with prospects.  

We can’t stress enough that to be effective, social media needs to be done right. Bubba Mills, chief executive officer of Corcoran Consulting & Coaching advises, “done right, social media can increase your trips to the bank. Done poorly, it can drive you to the poor house.” Take a look at our infographic with social media do’s and don’ts for real estate marketers.  

What you should be doing: social media marketing strategies

Promote the community, not just your properties

Renters, buyers, and investors are looking for more than just a property — they want to know something about the place they’re considering living or investing in. Too many real estate blogs just skim the surface of what communities have to offer. Making use of social media platforms to give potential buyers a nuanced understanding of your community is a great way to engage with prospects and promote your properties. 

Be authentic

Social media for real estate marketing is all about the personal. Users on these platforms are looking to connect with the real people behind the brands they follow. Part of building your brand is about discovering and cultivating your “corporate personality,” particularly when it comes to social media. Find your brand’s voice, and let it shine through. 

Educate your prospects

You may not expect it, but social media users actually like educational content. According to the 2018 Sprout Social Index, 59% of customers express greater trust for “posts that teach” on social media. Educating your audience is also at the core of content marketing — at the end of the day, your knowledge and expertise is your most valuable commodity — even more so than your properties. Use your social media for real estate marketing to share content that’s valuable to potential buyers and renters, whether it’s buying guides, case studies, or local statistics. 

Engage with your followers

It may seem painful obvious, but too many real estate marketers forget that social media is just that: social. When followers engage with your posts, always reply! Encourage comments and shares, and join the conversation. Not only is it a great way to cultivate a loyal following, but you can also gain valuable insights into your audience’s preferences. 

Diversify across platforms

While Facebook still reigns supreme in the social media universe, if you aren’t connecting with users on other platforms, you’re missing out on huge opportunities. While each platform requires its own content and posting strategy, you’re essentially presenting your brand identity from the various angles allowed by different platforms. Not only that, using multiple social media platforms helps improve your search engine rankings.   

Steer clear of these practices 

Overzealous advertising

Nobody likes pushy sales language, especially on social media. Steer clear of posts that do nothing but overtly promote your properties. Instead, focus on educating your audience, and answering their questions. 

Forgetting the visual

Social media is all about the visual, especially video. Be sure to include relevant images with posts and use video whenever possible.  

Assuming that just because you’re online, offline rules don’t apply

It may seem obvious, but it’s all too often forgotten. This is a good rule, and an easy metric by which to judge any content before posting: Your interactions online should measure up to professional interactions you would have in person. 

Reposting without checking

Re-posting content that’s of interest to your audience is a great way to promote discussion and engagement. But don’t get sloppy. Remember that even if content didn’t start with you, if it’s posted on your company’s social media accounts, it represents your brand and properties. Make sure content is well-researched and from reliable sources. Want to re-post something controversial? Just be sure to include a disclaimer or explanation in your post. 

Forgetting about emotional intelligence

Never forget that behind every social media account is a human being. The bottom line: bring emotional intelligence to your social media management. Take the time to address any issues with compassion and understanding.

Real Estate Social Media Marketing Strategies

The takeaway 

With the right strategies, social media is an extremely effective tool for real estate marketers to promote their brand and properties. But it does require a significant investment of time, resources, and creativity. Start connecting with your audience, and watch your brand grow.

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