14 Real Estate Content Marketing Secrets

Posted by Louise Germishuys in Content on 07 October 2015

Tags: content marketing, facebook, internet marketing, social media

Content marketing is a must for your real estate business. It is essential to provide your clients and potential clients with useful, relevant information that they can trust. Content marketing allows you to position yourself as a useful resource, an area specialist and an approachable property expert.  

We have compiled a list of useful tips and tricks to help you make the most of content marketing.  

1) Be unique 

Add unique, valuable and relevant content to your website or blog on a regular basis. This will help to improve your search engine rankings, drive more traffic to your website, reduce your bounce rate, increase the number of pages viewed and give clients a reason to come back to your site.  

2) Collect ideas  

All of us read about a million things a day. Capture or save the best real estate related stuff and build up a personal "ideas bank". When you run out of content ideas, simply revisit your ideas bank for some inspiration.  

3) Evergreen is gold 

Create as much evergreen content (content that retains relevance to an audience over time) as possible. News and news-related content loses relevance relatively quickly, while tips and advice can continue to perform well over a longer period of time.  

4) Find inspiration in your outbox 

Out of content ideas for your real estate website? Turn your email outbox into content. Look for emails where you are answering popular property questions and convert them into useful content pieces for your website.  

5) Ask for testimonials 

Happy past clients are great brand ambassadors. Ask some of your best past clients for testimonials and add these to your website. These will show new potential clients how others perceive your brand and will aid in persuading them to make use of your services.  

6) Recycle 

The best thing about content is that you can recycle it. Transform your informative articles into infographics, checklists or videos. These content types are more likely to be shared on social media platforms. With a bit of creativity and effort, your content can go a long way.  


Social Media Tips 

7) It's all about balance 

There should be a good balance between fun posts, informative posts and branded posts on your Facebook Page. If you do want to promote your properties, try to make your posts as engaging as possible. Focus on a specific room or feature and get your audience talking.  

8) Humanise your brand 

Humanise your real estate business on social media. Giving your business a "face" can help to position you as a friendly and approachable resource. Introduce your employees to your audience through "meet the team" posts and celebrate their achievements and milestones.  

9) Be an area specialist

Post about your neighbourhood. Show off your listings’ neighbourhood. This both markets your area to prospective residents, and it also shows your passion and knowledge of where you are selling homes.  

10) Post consistently 

One of the best ways to grow your audience and increase engagement on social media is to be there consistently. Post daily to keep your brand top of mind.  

11) But not too consistently 

Be mindful of your publishing frequency on Facebook. Posting once a day is suggested, but each audience is different and some testing is necessary. Keep an eye on insights and take note of any negative feedback. If too many people are hiding your content, you might be spamming your audience.  

12) Cross promote 

Add links to your social media platforms on your website. Making connections across the web between content that you control will maximise brand exposure and build brand credibility.  

13) Engage 

If you have a page on Facebook, it is worth the effort to 'like' pages relevant to you (such as local businesses and community pages). Commenting regularly on their content will: show that you care about local businesses; that you are a key part of the community and; increase brand exposure.  

14) Face the music 

Social media is a powerful tool that many use as a means of naming and shaming. Don't remove negative comments, rather respond and provide a solution to the issue. This will show your other fans that you have nothing to hide and that you are willing to do what it takes to resolve their issues.