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This Is the First Thing You Should Do in Real Estate Marketing
Without a documented strategy, your content marketing is doomed to fail.
Content marketing is one of the most effective ways to elevate your property’s reputation in the market, reach prospective buyers or tenants, and increase occupancy. Yet while many real estate marketers are using content marketing, not all feel their efforts are successful. Why do so many organizations feel they are failing? Simply put, they do not have a documented strategy in place.
You would never operate your business without 1) creating a strategy, 2) documenting it, and 3) following the strategy. Nor should you launch a marketing program without having a clear idea of what you want to accomplish and how you plan to do that.
A documented strategy = a successful strategy
A content marketing strategy outlines the methods by which you will target, reach, and engage your audience. Research and execution of these tasks can be quite complex. Writing out a plan and assigning appropriate resources can offer clarity and guidance to your organization throughout the course of your marketing efforts.
Also, remember that content marketing is more of a marathon than a sprint, and achieving results often takes months, even years. Documenting your strategy allows your team to keep focused on your goals and your plan for achieving them in the interim.
Here’s why you should take the time to draw up a plan and then write it down.
1) A documented content marketing strategy is more successful than an undocumented strategy or no strategy at all.
Research and analysis conducted by the Content Marketing Institute (CMI) reveals that only 27% of B2C marketers surveyed have a documented content marketing strategy. 50% of those surveyed said they had a strategy, it just isn’t written down. According to the CMI, “That’s a huge problem. If it’s not written down, then it probably doesn’t really exist.”
Because effective content marketing requires a team effort with a cohesive vision, having an undocumented strategy means you might as well not have a strategy at all. For everyone to be on the same page, it’s important to quantify goals, set a detailed plan, and document results.
2) A documented content marketing strategy helps measure ROI.
Many real estate companies struggle with content marketing or have trouble garnering support for the program because return on investment is notoriously difficult to measure. In fact, more than half of marketers say one of their top challenges is measuring content effectiveness (57%) and/or measuring the ROI of their content marketing program (52%).
Having a documented strategy in place gives your organization measurable goals against which to compare your results. Your strategy should:
- Document what you hope to achieve through content marketing — more leads, higher conversion rates, more social media followers, etc.
- Outline a specific methodology for executing those goals
- Assign human resources to each of the tasks
- Designate intervals at which to check in and evaluate/adjust your efforts
- Offer a timeframe for completion
Documenting your strategy in such a way clarifies where you are investing time and resources so that calculating ROI is less of an abstract process.
Related posts:
- The Metrics You Should Be Measuring in Real Estate Marketing
- 6 Marketing Tasks Real Estate Marketers Can Outsource
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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Your Content Should Not Include a Sales Pitch. Do This Instead.
Trying to pass your sales pitch off as content will only hurt your content marketing efforts. Start helping potential buyers instead.
Think your blog is a refreshing new way to highlight your properties’ selling points? Do your blog posts include verbiage like “competitive rates,” “prime location,” or “investment opportunity?” Stop right there. Everyone you reach probably knows right away that you are trying to sell them something, and they will quickly move on.
As counterintuitive as it may sound, being “salesy” will make potential buyers look elsewhere, or run in the opposite direction — perhaps to your competition. The best way to win buyers and renters is to stop trying to sell. Content that helps prospective buyers envision themselves in your property is what will grow your business.
Nobody welcomes a sales pitch
Admit it: you tune out anyone that comes across as trying to sell you something. You get emails, voicemails, and social media updates with “information” that is really a not-so-cleverly disguised sales pitch. What do you do? Most likely you hit delete, or you do not read past the first sign of a sales promotion.
So you know deep down that “salesy” does not sell. Yet according to a recent study of 500 global marketers from the Economist Group, many content marketing programs are doing just that: being promotional throughout their content efforts. In fact, 93% of the marketers surveyed said they directly connect content to a specific product or service.
Prospective buyers see right through this trick. Like you, most of your potential investor base is turned off by an overt sales pitch.
Focus on your audience to increase yield
So what should your content be doing? Rather than forcing your properties on your potential investors, take the time to answer their questions. Be the expert advice they are seeking. Help them envision themselves in one of your properties. You can do this by:
- Keeping content informative and educational. Your content should hold value for your readers.
- Letting your content demonstrate expertise. It should give the reader a favorable impression of you and your real estate business. They should walk away trusting your ideas.
- Educating your readers about the amenities nearby and the neighborhood. Offer information about things to do nearby or events that make your location ideal for your target audience. For example, music lovers will love to know that they could be living near a concert venue; or parents will want to know about the local school system.
The philosophy of content marketing is to offer help, to educate, and, at times, to entertain your target audience. This is accomplished by focusing on your potential buyers’ needs and interests, not by overtly pitching your properties. When your buyers understand you’re not trying to force a sale at any cost, you gain their trust and respect, and this is what brings in sales.
Related posts:
- Marketing vs. Sales: Why There Shouldn’t Be a Competition
- Content Marketers: Don’t Fire Your Sales Staff
- Most B2B Buyers Use Social Media in Their Research
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How to Use Guest Posting as Part of Your Content Strategy
Guest posting can help you build your reputation as a thought leader, grow your online reader base, improve your SEO, and expose your content to new audiences.
At Fronetics Real Estate, we use guest posting as a part of our own — and many of our clients’ — content strategies. Essentially, we partner with a relevant influencer or company, and swap content to post on each other’s blogs. It can be a really effective way to reach new, relevant audiences and provide interesting perspectives and voices to keep your core audience engaged.
What’s so great about guest posting?
Guest posting has all kinds of benefits. If you’ve identified a list of relevant influencers and companies with similar (and ideally wider) audiences, every time you post as a guest, your content and properties are exposed to a whole new segment of your target audience. We talk about this all the time when it comes to content marketing — your biggest asset isn’t your properties, it’s your expertise. Guest posting helps you establish your brand as a thought leader.
In addition to posting with real estate industry influencers and peer brands, guest posting for larger publications can be hugely beneficial, for obvious reasons. Not only are you introducing your brand and content to a broad audience, you’re associating yourself with an established authoritative source.
By the same token, having other brands author guest posts on your own blog is a great idea as well. When key influencers write for your blog, they bring their audience directly to you, allowing you to tap into a new and relevant set of prospects. Not only that, by inviting peers to contribute to your content, you’re forging and strengthening relationships within the industry.
Guest posting is great for SEO
Here’s a fact that’s often overlooked: Guest posting can significantly improve your search engine rankings (We’re always talking about how to improve your SEO.). Search engines use backlinks from other websites, particularly popular ones, as part of their algorithm for how search results are ranked. According to online business expert Sarah Peterson, in a guest article for the Huffington Post, “you can use the opportunity of your guest post to include 1-2 backlinks to strong pieces of content you want to rank for.”
Grow your email list
We all know that email marketing is hugely effective and profitable, if your email list is strong, and effectively segmented. Another often overlooked benefit of guest posting is that it has the potential to strengthen and enrich your email marketing efforts.
Because you’re being exposed to new audiences, both as a guest blogger and when guests write for your blog, you have the opportunity to target and cultivate new leads from relevant sources. Use guest posts as an opportunity to usher prospects to lead generation campaigns on your own website. Says Peterson, “if you’re not using this marketing strategy, you could be leaving a ton of email subscribers on the table.”
Involve your readers
As with any blogging efforts, you won’t get much bang for your buck if you simply author a guest article and do nothing to promote it. “You have to promote the article on your social media and through your own blog,” writes Tyler Zey of Easy Agent Pro. It’s also a good idea to solicit and reply to reader comments on your guest piece.
Are you a real estate professional who has authored a guest blog? Have you invited others to write for your own blog? Tell us about your experiences in the comments!
Related posts:
- 10 Quick Ways to Grow Brand Awareness
- 4 Types of Content You Need to Sell Real Estate (Besides Listings)
- A Visual Guide to Social Media Posting Frequency for Real Estate
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Real Estate Marketing Strategy 2019: Retargeting
Retargeting offers a number of advantages to real estate marketers, including increased lead generation and conversions.
Highlights:
- A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website.
- Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties.
- Retargeting makes it easier for you to connect with potential clients and get the results you need to grow your business.
As you set your real estate marketing strategy for 2019, you want to be sure that you aren’t missing out on any vital opportunities to reach potential customers. You’ve probably designed plans for your social media accounts, put together an email marketing list, and worked to improve your SEO — but have you considered retargeting as part of your real estate marketing strategy for 2019?
What is retargeting?
Retargeting allows you to focus your attention on people who have already visited your website. A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website. This allows you to generate more repeat traffic, which can, in turn, help with your conversion rates and, ultimately, your sales.
In order to set up ad retargeting, you start by inserting a specific piece of code into your website. Google ads have easy to follow tutorials on how to set up codes that link to your ads. The code has no impact on the way your site runs and, for the most part, it’s unnoticeable to potential clients. When they visit your website, however, the code attaches a cookie to the visitor. Then, when the visitor leaves your site and sees ads elsewhere on the internet, the cookie lets the ad provider know they’ve been to your site — and increases the likelihood the visitor will see one of your ads.
How does retargeting help?
As a real estate marketer, you may make contact with your clients in a variety of ways: via email, over the phone, in person, on social media, and through your website. When potential buyers visit your website, they only have about a 2% chance of converting, whether that means signing up for your email list or calling you about putting their house on the market.
The more they spot your brand, the more likely they are to remember your name and company, which increases the chance they will turn to you when they are ready to make a purchase. Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties. Retargeted ads ups the chances of a conversion by as much as 70%.
Is retargeting part of your strategy?
So, how do you actually incorporate retargeting into your real estate marketing strategy?
Adding retargeting to your paid search ads will increase the odds you will reach potential clients who have visited your site in the past, which raises the odds they are genuinely looking for a property in your area. Retargeting is also a highly effective way to connect with past clients when they have future property needs.
The simple strategy of remarketing can offer a number of advantages that will make it easier for you to connect with potential clients and get the results you need to grow your business.
Related posts:
- Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
- What are Google Sitelinks and Why Real Estate Marketers Need to Know About Them
- Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers
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5 Creative Ways to Use Instagram Stories for your Luxury Real Estate Brand
Luxury real estate brands are capitalizing on Instagram Stories to highlight property features and give followers an inside look at what sets them apart.
Highlights:
- With such a highly visual platform comes the challenge of standing out from other luxury real estate brands.
- Stories helps boost reach and engagement by giving users ways to engage with your content.
- Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts.
Instagram is a natural fit for real estate marketing. And with the growing popularity of Instagram Stories, marketers are increasingly using this feature to highlight their properties and luxury real estate brand. When implemented as a part of a robust digital marketing strategy, Instagram Stories is an ideal place to showcase your latest projects.
But with such a highly visual platform comes the challenge of standing out from other luxury real estate brands. If you want to generate leads, increase ROI, and ultimately close deals, you’ll need to think outside of the box.
Here are five creative ways to use Instagram Stories for your luxury real estate brand
1. Go behind the scenes
Because of the informal feel of Instagram Stories, it’s a great place to highlight your luxury real estate brand and give viewers a behind-the-scenes look at your property. This intimate view into what makes your brand unique helps build engagement and brand loyalty.
Some ideas to showcase your luxury real estate brand include:
- Highlight premier features of your property
- Snap a picture or short video at local restaurants, bars, and events by your property
- Upload an image of an office brainstorm or staff meeting
- Feature new marketing ideas or things your staff are working on
2. Engage
I recently read that Instagram algorithms can make organic reach difficult, which means that engagement can be a challenge. But Stories helps boost reach and engagement by giving users ways to interact with your content. Ask viewers a question or create a poll to encourage audiences to share thoughts with your brand. What’s your favorite feature in the new penthouse unit? What color should we paint our office door? What videos do you find most appealing. And when audiences respond to your questions or polls, make sure you re-engage with them.
3. Highlights
Looking to get more shelf life out of your Instagram Stories? Try using the Highlights tool.
“Instagram Stories Highlights can live permanently on your profile. They’re like curated collections of Instagram Stories that your followers — both old and new — can tap into and watch any time they like.
“And because of their prime location directly under your bio and above your Instagram feed, it’s the perfect place to direct followers to your most valuable and interesting content,” writes Benjamin Chacon for Later.com.
Highlights is a great tool for gathering several of your most engaged stories and blog posts, and organizing them by topic. For example, your luxury real estate brand can create different highlights for property features, neighborhood information, and office culture. Viewers can easily sort through your content based on their personal needs.
4. Be visual
56% of marketers said they use visuals in their content almost 100% of the time. Instagram called the feature “Stories” for a reason. Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts. Visual content has significantly higher engagement rates, so get your camera ready.
5. Luxury branding
Instagram Stories leverages two things today’s buyers love: beautiful images and engaging videos. The tool extends a brand’s audience, shows the ins and outs of what makes your brand unique and promotes engagement with your Stories, as well as your Instagram posts. All of these elements develop brand awareness and, hopefully, brand loyalty.
Final thoughts
I’ve heard some luxury real estate brands are hesitant to use Instagram Stories, because of the informal vibe of the tool, something that’s not usually synonymous with luxury real estate. But as Instagram continues to grow in popularity, it’s important for brands to follow their audiences.
Remember, Instagram Stories is just one part of your dynamic digital marketing strategy. Have fun with the tool, experiment with posts including videos and pictures, and see what followers engage with the most. You might be surprised how well your Stories perform.
Still hesitant about getting started? Let us help.
Related posts:
- Measure Social Media Success in Terms of Potential, not Dollar Amount
- How to Use Social Media Hashtags in Real Estate Marketing
- How to Use Instagram for Real Estate Marketing
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