Real Estate Content Marketing – 15 Essential Strategies

47% of homebuyers’ first step during the buying process was to look at properties online, underscoring the importance of real estate content marketing.

Real estate content marketing is the strategic use of blog posts, videos, and virtual tours to attract and engage potential buyers. This approach helps real estate firms increase visibility and strengthen relationships with both new and existing clients.

Explore our article to discover the 15 essential strategies for successful real estate content marketing.

1. Local Market Reports

The first content marketing strategy is: local market reports.

These reports detail the factors impacting the cost of homes in a neighborhood, such as foreclosure rates, the local economy, and debt-to-income ratios.

Real estate agents must collect state economic indices, foreclosure data, housing permit data, labor statistics, and house prices, working with partners like the U.S. Census Bureau, the U.S. Bureau of Labor Statistics, and the National Association of Realtors.

These reports are highly valuable to homebuyers who wish to pore over every detail before relocating to a new neighborhood.

Implementation: Easy	Cost: $300 to $30,000
Time-consuming: Moderate	Results within: 6-7 weeks
Must-have: Yes	Required skills: Medium

2. Online Presence

Real estate businesses must have an online presence through their websites. It must be mobile-optimized and responsive, with elements such as:

• Appealing design
• Good use of whitespace
• Easy-to-use navigation
• Search bar above the fold
• Accessible contact information
• Readable fonts
• Property listings

Digital marketing specialists Mediaboom have worked with many real estate developers and agencies to build high-converting websites.

Our partnership with Boston real estate advisor GFI Partners included website design and development.

GFI had a 300+ percent increase in website traffic and 46+ percent more return website visitors.

Do you need some inspiration as you begin planning your website redesign? We’ve rounded up over 20 of the best real estate website designs.

Implementation: Medium	Cost: $200 to $75,000
Time-consuming: High	Results within: 2-5 months
Must-have: Yes	Required skills: High

3. Content Marketing and SEO

SEO is the backbone of real estate content marketing. SEO content marketing agency Intergrowth reports that almost 70 percent of online experiences start with a search engine.

Your real estate business must rank above the competition to reach your target audience.

How can content marketing help you achieve this?

You can perform keyword research to determine the keywords your target market is searching for.

You can then implement those keywords into your website and blog copy.

More so, you can produce SEO articles to answer the questions your audience frequently searches for.

We have plenty of tips for conquering real estate SEO that are worth checking out. You can also contact Mediaboom directly if you’re ready to talk with our experts about improving your SEO.

Implementation: Difficult	Cost: $500 to $10,000 a month
Time-consuming: High	Results within: 3-6 months
Must-have: Yes	Required skills: High

4. Local SEO and Google Business Profiles

Real estate businesses appeal primarily to local markets. That’s why local SEO is a must in your real estate content marketing plan.

First, you must complete a Google Business profile. Social media management tool Publer states that 93 percent of internet users will find a business through Google Maps, one component of many in a Google Business profile.

You should also include your full business name, address, phone number, email address, hours, and images of your business. Public reports that the average Google Business listing has 11 images.

Other must-have components of a local SEO strategy are local business listings, reputation management, and local link building. Optimize your website and content using local search terms to appear higher when local users search for real estate services.

Examples of community content to add to your editorial calendar are neighborhood guides and the aforementioned local market analyses.

Implementation: Medium	Cost: $300 to $2,000 a month
Time-consuming: High	Results within: 3-6 months
Must-have: Yes	Required skills: High

5. Guest Posting

Not every real estate content marketing strategy has to be costly. Guest posting is free and can expose your agency to new eyes.

Seek real estate websites and blogs with similar target audiences to yours. Reach out and discuss a guest posting arrangement. You might agree to a single post from each site or several posts across weeks or months.

Guest posts increase your credibility and brand visibility while temporarily boosting your traffic. Your website must have lead magnets ready to go for new visitors.

Implementation: Easy	Cost: $0
Time-consuming: Low	Results within: 2-6 weeks
Must-have: No	Required skills: Low

6. eBooks and Whitepapers

Real estate topics sometimes command more words than you can fit into an average blog post to fully cover the material. Longer-form content like whitepapers and eBooks is more exhaustive.

You can use this content as lead magnets, and the research and data you pour into these reports increase your credibility.

You might produce an eBook or whitepaper on real estate topics like Investment Properties 101 or The First-Time Homebuyer’s Guide.

Don’t be afraid to delve into niche topics, from green home improvements to property tax laws, as you can be sure these topics have less coverage.

Confidently launch your content marketing campaign with the success of the pros at Mediaboom. We’re available today to speak with you about your marketing goals.

Implementation: Medium	Cost: $0 (if produced in-house)
Time-consuming: Medium	Results within: 1-3 months
Must-have: Yes	Required skills: Medium

7. Case Studies and Testimonials

Real estate content marketing is crucial to brand reputation management, namely testimonials and case studies.

Purchasing a house is one of life’s greatest investments. The average person wants to feel triply sure they’re funneling their money into the right property, which means working with a trusted real estate agent.

The testimonials your audience leaves will inspire more leads to give you a call or send you an email.

We also recommend case studies. For example, one of our case studies is about how Mediaboom assisted San Francisco’s high-rise Millennium Tower with its branding, website development, and print design.

A good case study should illustrate the challenges the partner faced before you offered your services and clearly explain how you made a difference. Back up the data with numbers and statistics.

Implementation: Easy	Cost: $0
Time-consuming: Low	Results within: 1-3 months
Must-have: Yes	Required skills: Low

8. FAQs

Do you notice that your clients tend to ask the same questions or variations on one question?

Compile an FAQ section on your website that definitively answers those common questions. Alternatively, you can publish a blog post with this content.

This information acts as a knowledge base for your audience.

They can serve themselves, finding the answers they need without reaching out to your team unnecessarily.

This will streamline operations so your real estate agents can focus on closing more deals.

Implementation: Easy	Cost: $0
Time-consuming: Low	Results within: 1-4 months
Must-have: No	Required skills: Low

9. Email Marketing

Email marketing is one of the biggest parts of a real state content marketing strategy.

Your newly optimized website should begin generating more opt-ins. The content you send will nurture leads until they’re ready to convert and engage long-term clients.

Newsletter content is especially beneficial in this arena.

Your newsletters can highlight the latest available properties, share market updates, and link to your latest round of blog posts so your audience can catch up.

Are your open and click-through rates lower than average (under 14 to 17 percent?) Mediaboom can help you craft emails your audience will relish opening. Start working with us today.

Implementation: Medium	Cost: $2,500 a month
Time-consuming: Medium	Results within: 3+ months
Must-have: Yes	Required skills: Medium

10. Virtual Tours

Virtual tours save buyers time, as they don’t have to venture out to every property that interests them physically. Instead, they can watch your video tours and then schedule a walk-through if they like what they see.

AR (Augmented Reality) and VR (Virtual Reality) technology allow potential buyers to explore properties in an immersive and interactive way, providing a realistic sense of the space and layout.

This high-value content is great for social media marketing, as AR/VR tours are highly engaging and shareable. Including your collection of virtual tours on your website can also elevate your SEO, increasing the time visitors spend on your site and improving the overall user experience.

Implementation: Medium	Cost: $300+
Time-consuming: Medium	Results within: 1-3 months
Must-have: Yes	Required skills: Medium

11. Webinars

The humble webinar is next on our list of real estate content marketing ideas. Webinars are instructional, interactive videos that your audience opts into.

You can create webinars around many real estate topics, including market trends and predictions, renovation tips, and steps for buying and selling a home.

Augment the value of your webinars by bringing in guest experts. For example, if discussing how to make your home eco-friendlier, you might have an Energy Star representative on as a guest.

You can sell webinar replays and transcriptions, maximizing income potential. You can also use webinar transcripts as a lead magnet.

Implementation: Medium	Cost: $100 to $500
Time-consuming: Medium	Results within: 1-4 months
Must-have: Yes	Required skills: Medium

12. Video Content

More marketers use video content in the early 2020s than ever. It drives results quickly and is widely deemed more memorable than text. 

We already talked about one of the most valuable types of video marketing in a real estate agent’s toolkit: video walkthroughs.

You can also make videos taking your audience through the process of purchasing or selling their first home or producing neighborhood tours.

Post your video content on social media, including YouTube.

Add it to your website, embedding the content in landing pages and blog posts as appropriate.

Implementation: Easy	Cost: $500 to $3,000+
Time-consuming: Medium	Results within: 1-3 months
Must-have: Yes	Required skills: Medium

13. Podcasts

Real estate content creation should include podcasts. Your podcast can delve into many areas of the industry.

You can discuss the latest news and insights, property trends, and what’s going on in your neighborhood.

Invite other industry experts to the show to discuss areas of real estate in more depth, such as construction companies, interior decorators, and home inspectors.

You can also interview others within your real estate agency.

Do you want to increase the value of your podcasts even more? Transcribe them. You can add the transcriptions to your list of lead magnets.

Implementation: Easy	Cost: $3,000+ a month
Time-consuming: High	Results within: 6-12 months
Must-have: No	Required skills: Medium

14. Influencer Marketing

Some properties sell themselves, but influencers can generate more buzz around your properties and your real estate business.

An influencer can give your social media followers a live video tour of a property. That property should vanish off the market if you can find an influencer with enough clout.

How do you select an influencer to work with your agency?

Do audience research and use your audience as your true north?

Also, consider your niche and goals, as an influencer should align with everything.

Influencers need creative control, but you can set guidelines to keep the partnership on track. 

You must compensate influencers for their time.

Implementation: Medium	Cost: $250 to $750+
Time-consuming: Medium	Results within: 1-6+ months
Must-have: Yes	Required skills: Medium

15. Social Media Content

The last real estate content marketing strategy is another benchmark for any successful campaign: social media content.

Most of the content discussed throughout this guide is appropriate for social media.

Other forms of content you can post across Facebook, Instagram, Twitter, and LinkedIn are local community highlights, client testimonials, photos and videos of available properties, and behind-the-scenes stories.

Finding a rhythm for your social media posts is as important as the platforms you post on. You should select platforms your audience uses and find a posting cadence that hits the sweet spot for your followers.

Implementation: Medium	Cost: $0 (advertising is paid)
Time-consuming: High	Results within: 6-9 months
Must-have: Yes	Required skills: High

Real Estate Content Marketing Examples

For a closer look, consider a blog post that dives into the latest market trends, a Facebook ad showcasing a standout listing with eye-catching visuals, and a YouTube video providing virtual tours or tips for homeowners. 

Each format addresses various stages of the buyer’s journey, from initial interest to making a decision, by offering informative and engaging content. 

Ready to see the best examples?

Blog Post Example

If you examine the screenshot, it’s clear that Realtor.com’s blog is a strategic tool for real estate content marketing. 

This approach is highly effective for the industry for several reasons. It engages users by offering a wealth of timely and relevant information—whether they’re interested in the latest market trends, understanding the financial aspects of buying a home, or keeping up with local property insights.

By providing a variety of focused content, from detailed economic analyses to snapshots of housing demand, Realtor.com draws in a broad audience, while also targeting specific segments interested in different facets of real estate.

This kind of valuable content not only helps improve the site’s search engine rankings by incorporating a range of keywords organically, but it also establishes the company as an authoritative voice in the sector.

This strategy helps nurture leads through the sales funnel, from initial interest to the final decision, ultimately aiding in both buyer and seller acquisition.

Facebook Ad Example

This Facebook ad employs a strategic approach to real estate content marketing, featuring a compelling offer to reimburse airfare for potential buyers who travel to tour a property in the OCALA area.

The advertisement captures attention with a stunning image of the home for sale, effectively leveraging visual appeal to stop users mid-scroll.

The ad smartly includes an incentive, distinguishing it from other listings and appealing directly to serious buyers, potentially increasing the chances of property visits and subsequent sales. It also provides a clear call to action with a contact number, encouraging immediate engagement.

The use of Facebook allows for targeted reach, ensuring the ad appears to users most likely to show interest in the OCALA real estate market.

Youtube Example

This YouTube ad from realestate.com.au showcases a clever real estate content marketing strategy, featuring their tool realEstimate™. The commercial highlights the tool’s ability to assess the market value of one’s home effortlessly. 

By demonstrating how realEstimate connects users with top agents, the ad presents a clear value proposition.

It taps into homeowners’ curiosity about their property’s worth and offers a practical solution, making the process of valuation and sale seem easy and accessible.

The ad’s effectiveness lies in its clear messaging and direct appeal to homeowners, encouraging them to use the tool for a valuation and agent connection. 

With a friendly face and an easy-to-understand demonstration, it makes realestate.com.au’s service appear indispensable for anyone considering entering the real estate market, aligning with the platform’s position as a leading property resource in Australia.

Benefits of Real Estate Content Marketing

Benefit	Description
Increased Visibility and Awareness	Broadens audience reach with engaging, visible content online.
Trust and Credibility	Establishes authority and trust through knowledgeable content.
Improved SEO and Search Rankings	Boosts search rankings and attracts organic traffic with SEO content.
Lead Generation	Converts readers into leads with content tailored to their needs.
Value-Driven Content	Educates clients, enhancing decision-making and brand loyalty.
Thought Leadership	Positions brand as an industry leader with authoritative content.

By offering valuable insights and information, content marketing elevates your brand, ensuring it resonates with potential clients. 

Here, we explore the tangible benefits this approach brings to the real estate industry.

Increases brand visibility and awareness

Effective content marketing amplifies your real estate brand’s presence across digital platforms. 

By publishing engaging blogs, dynamic social media content, and informative videos, you extend your reach to a broader audience. 

This strategy enhances your brand’s visibility, making it a familiar name among potential clients navigating the vast digital real estate landscape, ultimately boosting accessibility and recognition.

Builds trust and credibility with potential clients

Content marketing establishes your real estate business as a trustworthy authority. 

Sharing expert insights, answering common questions, and offering advice through your content demonstrates your knowledge and reliability. 

This approach cultivates trust among potential clients, making them more likely to choose your services when they’re ready to engage in the real estate market, fostering a loyal client base.

Enhances SEO and organic search rankings

SEO-optimized real estate content propels your website to the top of search engine results, attracting more organic traffic. 

By incorporating targeted keywords and addressing the specific queries of your audience, you improve your online visibility. 

This strategy not only draws in potential clients actively searching for real estate insights but also positions your brand as a go-to resource.

Generates leads by attracting interested buyers and sellers

Tailoring content to the needs and interests of potential buyers and sellers effectively generates leads. 

Engaging articles, insightful guides, and compelling market analyses encourage readers to take the next step, such as signing up for more information or reaching out for a consultation. 

This targeted approach efficiently converts interested readers into prospective leads, enhancing the lead generation process.

Provides value through educational and informative content

Providing educational and informative content empowers your clients to make well-informed real estate decisions. 

From detailed guides for first-time homebuyers to in-depth analyses for seasoned investors, valuable content addresses their specific needs and questions. 

This strategy not only enriches the client experience but also strengthens the relationship between your brand and its audience, fostering trust and loyalty.

Establishes your brand as a thought leader in the real estate industry

Regular publication of insightful and authoritative content positions your brand as a thought leader in the real estate sector. 

By consistently offering fresh perspectives, innovative ideas, and expert analysis, you differentiate your brand from competitors. 

This reputation as an industry authority not only attracts a dedicated following but also sets a high standard for quality and expertise in the field.

Case Studies:

Millennium Tower

Mediaboom crafted a sophisticated online presence for Millennium Tower, embodying luxury and elegance in the Bay Area. 

Through a blend of stunning web design, immersive virtual tours, and an interactive neighborhood map, we highlighted the opulent lifestyle offered. 

Additionally, the LA VIE platform and custom CRM system further personalized the resident experience, showcasing our expertise in content marketing for real estate developers.

GFI Partners

For GFI Partners, Mediaboom crafted a standout commercial real estate website, setting a new benchmark in design and functionality. 

Showcasing a sleek, modern aesthetic and a comprehensive portfolio, the site achieved significant increases in web traffic and repeat visits. 

As GFI’s trusted digital agency partner for over seven years, Mediaboom’s innovative approach has not only elevated GFI’s brand but also highlighted their unique position in the market, creating a seamless, engaging online experience that effectively communicates their diverse expertise in real estate.

Integris

Mediaboom’s collaboration with Integris revolutionized their investor engagement strategy through cutting-edge digital advertising. 

By executing highly targeted paid search and display campaigns, we skyrocketed Integris’ conversions by over 250%, enhancing their visibility and attracting new accredited investors.

Our strategic approach not only optimized Integris’ investment opportunities but also significantly reduced the cost per conversion, showcasing our expertise in crafting tailored advertising solutions that deliver impressive results.

FAQs

1. What are the 4 P’s of marketing in real estate?

The 4 P’s of marketing in real estate are Product (the property being sold), Price (how much the property is worth and listed for), Place (the location of the property), and Promotion (how you advertise and sell the property).

2. How do you write content for a real estate company?

Writing content for a real estate company involves understanding the target audience, focusing on the benefits and features of properties, incorporating SEO practices with relevant keywords, and providing valuable, informative insights that help buyers and sellers make informed decisions.

3. Why is content so powerful in real estate?

Content is powerful in real estate because it educates and engages potential clients, builds trust by demonstrating expertise, improves online visibility through SEO, and drives lead generation by providing value beyond just property listings. It establishes a connection with the audience, encouraging them to choose your services.

4. What types of content are most effective for real estate marketing?

For real estate marketing, virtual tours, high-quality property images, and engaging property descriptions are most effective. These tools help showcase properties vividly, attracting potential buyers by offering an immersive viewing experience.

5. What are some strategies for creating engaging real estate content?

Creating engaging real estate content involves highlighting unique property features, leveraging storytelling, and utilizing social media platforms for wider reach. Engage your audience with compelling narratives around the properties to foster a personal connection.

Do you Have more questions?

For more insights and tailored strategies, contact us! Our expertise can help elevate your real estate marketing efforts, driving more leads and sales.

Hire a Luxury Real Estate Marketing Agency Now!

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In the world of real estate, excellence in content marketing sets new benchmarks. At Mediaboom, we utilize engaging blogs, dynamic social media, and enlightening videos to showcase the transformative impact of content marketing on your business. 

This strategic approach enhances your online presence, strengthens SEO, cultivates trust, generates leads, and positions you as an industry authority. 

Ready for your real estate brand to reach new heights? Partner with Mediaboom for unmatched growth and success.