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7 Ways Content Marketing Helps Sell Luxury Real Estate
Do you sell luxury real estate? Are you using content marketing? Here are 7 reasons you should.
It’s no secret that, when it comes to driving luxury real estate sales, content marketing 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.
So how exactly does content marketing help you sell luxury real estate? Here are 7 ways, just to name a few.
7 ways content marketing helps sell luxury real estate
1) Connect with qualified buyers.
Luxury buyers are highly likely to do purchasing research online. A robust digital and social media presence creates a virtual touch point to connect with affluent buyers.
2) Broaden brand awareness.
According to Sprout Social’s Consumer Engagement Index, which ranks industries by engagement from customers on social media, the real estate industry is second overall in terms of inbound engagement relative to audience size. As hyper-connected buyers engage with your relevant, quality content online, they share with their networks, and your content starts working for you exponentially.
3) Drive traffic to your property website.
Since 93% of all online experiences begin with a search engine, and 75% of searchers don’t click beyond the first page of search results, SEO is crucial for driving traffic to your property’s page. As search engine algorithms evolve, quality content is more and more important in making sure buyers find your property among top results.
4) Communicate real-time updates to potential buyers.
Through social media, particularly through the use of video content or live stories, you can get real-time updates to luxury buyers about project timelines, availability, construction progress, neighborhood news, and promotions.
5) Generate leads.
Content marketing helps drive qualified buyers to your site. According to a spokesperson for New York City-based Corcoran Real Estate Group, since adopting a robust content marketing strategy, “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.”
6) Nurture leads.
Content marketing — particularly a well-planned, automated email strategy — is a highly efficient and effective way to develop relationships with buyers at every stage of the sales process. HubSpot recently reported that businesses using marketing automation to nurture leads received a 451% increase in qualified leads. That’s right: 451%.
7) Sell your neighborhood.
Blog content focused on neighborhood amenities, seasonal recreational activities, area restaurants, etc. can help highlight factors that make your properties attractive to affluent buyers.
As Fronetics’ Director of Strategy Jennifer Hart Yim writes, “Content marketing is a new approach to an old strategy — one that’s putting real estate marketers in charge of the way potential buyers interact with their properties.”
Do you use content marketing to sell luxury real estate?
Related posts:
- 4 Ways a Blog Can Help You Sell Real Estate
- Social Media Trends for 2018 Real Estate Marketers Need to Know
- What Metrics Should You Track in Real Estate Marketing?
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Content Marketing vs. Sales Staff: Who Does What?
When your content marketing and sales forces align their efforts, they form a powerful symbiotic relationship that grows your brand and your bottom line.
There’s a big misperception out there that content marketing represents some kind of threat to the job security of sales personnel.
It’s absolutely true that content marketing is an inbound approach, contrary to the traditional outbound approach of a real estate sales force. But make no mistake: Content marketing is not a substitute or replacement for an expert sales staff.
In fact, it’s when marketing and sales work in tandem that they’re most effective. They can help each other out to generate more leads, nurture current leads more effectively, and even help close more deals.
Content marketing helps generate a steady flow of quality leads, and it provides targeted information to usher prospects down the sales funnel. But even quality leads don’t turn into sales on their own. This is where a sales staff comes in — to take those leads and cultivate them into new business.
Content marketing vs. sales: Division of labor
For content marketing and sales to work seamlessly together, it’s important to have a clear idea of the role of each. They provide different touch points for leads at each stage of the buying cycle. Here’s a quick primer:
1. Forming a relationship
In this early stage of the cycle, your content marketing efforts go toward opening up a dialogue with potential buyers and renters. Often, potential leads’ first engagement with your property comes when they come across one of your blog posts while searching the web or see one of your social media posts because they’re connected to one of your followers.
This is when your sales staff picks up the ball, keeping that positive contact going by developing it into a conversation. It’s your sales team’s job to cultivate an ongoing personal relationship with leads that come in because they encountered your content.
2. Providing information
Now that you’ve established a relationship and your sales team is continuing a dialogue with your prospect, content marketing can step in. Potential buyers spend more time than ever researching properties, considering content such as blog posts, neighborhood guides, and social media posts before making a purchase decision. The content that you share with prospects at this stage of the buyer’s journey should be designed to answer informed questions and tip the scales in your favor.
At this stage, your sales staff should be directly answering questions from prospects. When a lead reaches out with a query, it’s likely that he or she has done a fair amount of research. So your sales reps need to speak specifically to the customer’s needs in a way that content alone can’t do to keep them interested and moving down the funnel.
3. Advocating for your brand
Content marketing increases brand awareness for your properties. It helps elevate your brand position within the real estate industry and keeps your property in their sightlines, even at a time when potential buyers aren’t ready to make a purchase.
When a prospect is preparing to make a purchase or to rent property, your sales staff is the primary advocate for your brand and properties. They should be proactive in pursuing business when leads show interest in your content or when they reach out with questions. They drive dialogue and get to know potential buyers and how your property can suit their needs.
A match made in heaven
When content marketing and sales work together, you’ll see the results hit your bottom line. Curating and creating great content will generate quality leads for your company and can empower your sales force to build relationships with potential buyers and renters — and to close the deal.
Related posts:
- Infographic: Real Estate Marketing Trends 2018
- 10 Social Media Statistics for Real Estate Marketers 2018
- How to Measure Brand Awareness: A Guide for Real Estate Marketers
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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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Twitter and Real Estate Marketing: 3 Tips to Get You Started
Thinking of using Twitter to market your real estate brand? The social media platform helps build brand awareness and boost engagement. Here are three tips to get you started with Twitter and real estate marketing.
Highlights:
- When real estate brands are looking to grow audiences, increase brand awareness, and boost engagement, social media is an ideal place to start.
- It’s key to have a strategy that outlines the methods by which you will target, reach and engage prospects. It also helps to keep tweets in line with brand messaging.
- using social media for real estate marketing is a great way to start a conversation, exchange advice, and create a lasting relationship with prospects.
When you think about social media, you think about people. Social media platforms have skyrocketed in popularity due to its ability to connect people, and this is why social media has become such a valuable asset to marketers.
When real estate brands are looking to grow audiences, increase brand awareness, and boost engagement, social media is an ideal place to start. But it’s not as easy as signing up and pushing out a few tweets. Here are three tips every real estate brand needs to know about using Twitter to market your next project.
Three tips to get real estate marketers started on Twitter
1. Start with a strategy
Marketers are often tempted to jump right in and start shooting out tweets. But as with any digital marketing effort, it’s best to start with a plan. A strategy outlines the methods by which you will target, reach and engage prospects. It also helps to keep tweets in line with brand messaging.
Make sure your Twitter and real estate marketing strategy includes a content calendar that’s full of valuable, informative content. Don’t be afraid to think outside of the box when it comes to marketing. The largest percentage of users on Twitter are millennials (not surprising), so make sure your content calendar includes topics that readers find interesting: hot spots in your property’s neighborhood, seasonal community events, and features from your property.
2. Use visuals (including video)
Twitter is all about the visual. In fact, tweets with pictures or videos receive 18% more likes and 150% more retweets. Since video is the most popular and most widely shared form of online content right now, it’s smart marketing to incorporate video into your tweets. Think about supporting your content through visually appealing videos, such as quick interviews, breaking news updates, or even how-to demonstrations, infographics and pictures. You’ll be making a lasting impression, attracting new followers and driving traffic to your website.
3. Engage
Don’t be shy! Once you’ve started tweeting and gain followers, get in there and start engaging. Ask questions, like, and re-tweet posts. Just remember to keep your engagement informative by focusing on insightful and interesting content.
We encourage our real estate clients to show what makes their brand unique when engaging with followers. This honest view into your company allows followers to feel comfortable with your brand and easier to engage with. Like I mentioned before, social media and real estate share the ability to connect people. Don’t be afraid to show the “human” side of your brand.
These three strategies will help get you started with Twitter and real estate marketing. 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. Looking for more tips on creating or updating your social media strategy? Shoot us an email.
Related posts:
- The Top 3 Social Media Mistakes Real Estate Brands Still Make
- 5 Tips for Building a Successful Real Estate Social Media Marketing Program
- Infographic: Real Estate Social Media Marketing Strategies
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Top 5 Real Estate Blog Posts of 2019 … So Far
Here are our most-viewed real estate blog posts from this year, covering topics from social media to the latest trends in digital marketing.
Throughout the year, we regularly write blog posts to help our readers stay on top of the latest news and happenings in the real estate industry, particularly in regard to digital marketing. We hope these posts provide insight, tips, and insider information on how the consistent publication of quality content can help you edge ahead of the competition.
We’ve covered some great stuff this year, from new trends (like automation) to questions that clients ask year after year (like how real estate brands use social media). Here’s a look at our most popular posts so far this year.
Top real estate blog posts from 2018 (so far)
1. 5 Tips to Step Up Your Real Estate Social Media Marketing
Increasingly, traditional marketing tactics are giving way to newer methods, and inbound marketing is taking the place of outbound. We’ve said it before, and we’ll say it again: real estate and social media are a match made in heaven. Here are five tips to boost your real estate social media marketing efforts. Read more
2. Google Analytics for Real Estate Marketers – 4 Steps to Get Started
When it comes to gaining insights into real estate leads, Google Analytics is one of the most powerful tools out there right now. The data that Google Analytics for real estate provides gives you invaluable insights into how your audience is interacting with your content, as well as how your content is performing over time. Read more
3. 6 Simple Tools for Creating Animated Real Estate Marketing Videos
Savvy real estate marketers are jumping on the video bandwagon, but the process can still be intimidating. Creating an animated image, GIF, or video can sound impossibly difficult — particularly if you’re over the age of 15! But in reality, there are plenty of tools that make creating these items not only simple but cost–effective as well. Read more
4. The Role of Social Media in Luxury Real Estate Marketing
In the ultra-competitive field of luxury real estate marketing, social media can be your secret weapon. Real estate is inherently personal, even at the corporate and luxury levels, and marketers can effectively use social media to cultivate productive relationships with leads. Here are four ways social media can boost your luxury real estate marketing efforts. Read more
5. Top Real Estate Marketing Trends 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. Read more
For more useful tips, return to this space. We post twice a week, every week of the year.
Related posts:
- Using Content Marketing to Market and Sell Luxury Real Estate
- 10 Quick Ways to Grow Brand Awareness
- 5 Real Estate Instagram Accounts You Should be Following
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