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5 Luxury Real Estate Brands that Use Content Marketing to Sell Property
Some of the biggest names in luxury real estate use content marketing to sell property.
Content marketing and luxury real estate are a match made in heaven. It’s an extremely powerful tool to 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. They have a proliferation of digital tools available to them with which to make purchase decisions. Smart real estate brands understand this reality and can use it to their advantage. How? It’s called content marketing.
Developers use content marketing to sell luxury real estate by creating high-quality, original content that attracts potential buyers searching the internet. It helps them grow brand awareness, drive traffic to the property website, and generate and nurture leads.
To give you some inspiration, here are 5 luxury real estate brands who have seen their sales transform as a result of adopting a content marketing strategy.
5 luxury brands to use content marketing to sell property
1) Corcoran Real Estate Group
Corcoran Real Estate Group has embraced content marketing and seen significant benefits. The New York City-based real estate brand increased their social media efforts and started posting two blog posts a week.
A spokesperson for the company says, “The main thing we’ve seen is that the quality of the referral traffic back into our main website has significantly improved. And not only are we seeing more traffic coming in, but visitors coming in from social media sites are staying longer and looking at more things — something we had also seen with search engines, but not in such large numbers.”
2) Long & Foster
Long & Foster is using a beautifully designed e-magazine to showcase luxury properties through an extensive online campaign targeting luxury clients. The online campaign drives traffic to the e-book and the website.
3) William Lyon Homes
William Lyons Homes connects available luxury properties to over 6,000 people through a multitude of social media platforms. This residential home builder links social followers to relevant articles, outside press coverage, and traditional marketing resources that serve to build on the lifestyle brand of each property.
4) Extell
Like Corcoran, Extell recognizes the value of blog content to attract visitors and nurture leads. The New York firm uses its blog to highlight not only its building with luxury condo units for sale, but also additional relevant information such as neighborhood amenities, seasonal local weather, and area restaurants.
5) Millennium Partners
Millennium Partners sells luxury real estate in the hottest markets across the United States. The firm has embraced content marketing as part of their overall marketing strategy. Millennium Tower’s Facebook page not only shares construction progress, sales information, and related press coverage, but neighborhood amenities, industry trends, and an array of visual content that’s more often than not shared widely by followers.
These are just a few of the many luxury brands that use content marketing to sell real estate. They’re meeting buyers where they are — in the digital space. If you’re not there, too, you’re missing out.
Related posts:
- 7 Ways Content Marketing Helps Sell Luxury Real Estate
- Social Media Trends for 2018 Real Estate Marketers Need to Know
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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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.
Related posts:
- 4 Real Estate Marketing Trends 2018
- Infographic: Real Estate Marketing Trends 2018
- 10 Social Media Statistics for Real Estate Marketers 2018
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Top Real Estate Marketing Trends 2019
Here are the top real estate marketing trends for 2019, including video, personalized content, and authenticity.
Highlights:
- The popularity of video is still on the rise. Part of what makes video such an appealing form of content is its shareability, which drives organic traffic.
- Marketers should use social media platforms to engage with followers through compelling content.
- Foster creativity in your content through benchmarking and researching competitors.
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.
1) It’s all about the video
We can’t stress it enough: video is here to stay, and it’s time your business starts embracing it.
Part of what makes video such an appealing form of content is its shareability, which drives organic traffic. Creating appealing, engaging video is an ideal way to make your target audience material to share with their network, with the potential to expand your reach exponentially.
2) Social media users are craving authenticity
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
Much as users are seeking authenticity from marketing on social media, your potential clients will respond all the better to personalized content and relationship-building. Whenever you can, add a personal touch to your communication with your audience.
4) Get creative
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. 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 creativity.
To learn more, visit us at froneticsrealestate.com
Related posts:
- Infographic: Real Estate Marketing Trends 2018
- 6 Signs It’s Time to Consider Outsourcing Your Real Estate Marketing
- A Visual Guide to Social Media Posting Frequency for Real Estate
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July 6 is One of the Busiest Days of the Year for Real Estate Searches
Real estate searches peak after holidays, and July 6 is one of the biggest peaks of the year. Are you ready to make the most of it?
If you’re a real estate marketing professional who puts your feet up after the holidays — it’s time to reconsider your strategy. Unlike the post-holiday retail lull, real estate searches actually pick up as potential buyers use their downtime to go online to consider real estate investment.
Now is your chance to capture those leads.
Here’s how to take advantage of the post-Fourth of July uptick in real estate searches.
Publish blog posts on a normal schedule
We all know that blogging can help you sell real estate in all kinds of ways — from increasing search visibility to nurturing leads. But did you realize blog posts are the gifts that keep on giving? The majority of traffic will visit your posts months after they’re published. We’ve found that 80% of our page views occur on blog posts published at least six months prior. Bear that in mind when you’re creating your editorial calendar: to capture future searches, the six-month mark can be a great time to write about trends or happenings in the coming year.
Search engines reward consistency and predictability in your publishing schedule. So, keep your normal frequency throughout the year, and it will help your rankings during high-traffic times.
Be strategic about social media to capitalize on real estate searches
Social media management can be an extremely time-consuming task, so dialing back your posting on the days when you know that prospects won’t be spending time online can help you conserve resources for the high-traffic days. July 6 is definitely a day when you should maximize your social media output, both in terms of frequency and quality. This doesn’t mean posting constantly, but it does mean it’s a great time to unveil new content, post interesting statistics, and interact with your followers. Chances are, many of your competitors will be shut down for the holiday, and your posts will be front and center in your prospects’ newsfeeds.
Be strategic about digital advertising
The same goes for digital advertising. Knowing that July 6 is a big day for real estate searches, you should budget your pay-per-click and social advertising dollars to spend more on this day. It’s a good time to focus particularly on your Google AdWords spend, as that will capture prospects using search engines to find information about potential real estate investments — as opposed to sponsored social posts, which display your ads in the newsfeed of a prospect who may or may not be ready to buy.
Post-holiday real estate searches present a big opportunity. Seize it.
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- How to Measure Brand Awareness: A Guide for Real Estate Marketers
- Top 10 Real Estate Marketing Posts 2017
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