Who does not want a great presence in social networks and on their website that ensures sales and loyal customers? Content marketing for real estate in social networks has the ability to achieve it quickly and efficiently, although no one has yet discovered the magic formula that guarantees it.
However, we do know some of the details of that potion that will bring you closer to success in marketing, in your social networks and on your website let us say house for sale in Rawalpindi.
What is content marketing for real estate?
It is a real estate marketing technique that consists of making and sharing valuable contents of your real estate to attract users interested in your services, with the aim of being customers in the future.
It is about carrying out real estate marketing actions so that they spread like a virus through the network, without a great intervention involved. So important are, that companies like University Town Islamabad have developed a whole strategy around them.
Well looked, it makes sense. In the company of happiness they have called it “Liquid Content” and the idea is that, like water, viral content leaks everywhere, reaching the most remote areas of the audience.
The ingredients of a viral campaign according to Coca-Cola
Tips for real estate content marketing strategy
The content marketing strategy of this great company has several ingredients that you will surely recognize in other viral campaigns such as the ice cube challenge.
To do this, keep these recommendations in mind:
Social networks have flooded our life of content in the form of videos, articles or images. It is continuous to see on Facebook or Twitter the penultimate viral video that everyone pays attention to, whether professional or amateur.
To avoid having to compete with many others who are catching the attention of the public, it is better that you practice active listening. Being aware of what your competition does, what type of content marketing for real estate agents, what channels you use and what is your approach to the audience, will allow you to find what differentiates you.
Can you imagine investing time and money in creating a viral campaign just to discover that the competition has just launched an equal?
Have you noticed what your audience shares in social networks? Nobody wants to watch a video about cell reproduction! People are made of emotions, such as joy, anger or love. Introduce these elements into the history of your content real estate marketing to ensure that the audience shows interest.
It is very common to find real estate advertising campaigns, which apply emotions well, but are not relevant to your audience. Do you remember the article on real estate videos in which we shared a few months ago the Get the Smart Team video? We like it because it fits the type of audience perfectly and is relevant for those owners who are looking for a way to sell their home and save costs.
Do like this couple of mother and son and look for topics that are highly relevant to your audience. For example, if you want to promote a new rental service, create a profile of the age, sex, education level and interests of your target audience so that you know exactly if your story fits.
A campaign, an idea. Our recommendation is that content marketing for real estate focus on specific things, not simply to “promote my real estate.” Look for a value proposition, what makes you different and creates a viral campaign about it.
For example, if what distinguishes you is customer service, or a specific rental management program, even if you offer free services such as home energy certification, you can create real estate marketing email campaigns around these ideas .
The viral campaign of the ice cube challenge was well managed from the beginning by the involvement of a handful of people who struggled to spread it. The relatives and friends of Pete Frates, suffering from ALS, were recorded among themselves in a park in Boston nominating others to the challenge. They started with 200 updates on Facebook and today are an example of an unprecedented viral campaign.
To optimize the efforts you make in this viral campaign, you should spend time looking for influential people in your sector. With your help you will reach more people. They do not need to be personalities or experts in the real estate business, they can be very active loyal customers on social networks that get your content to gain greater visibility.
How to make a good marketing content strategy for real estate?
If you want to get ahead of your competition and imitate a company that invests millions in marketing, these are the keys to the marketing content strategy for real estate:
1. Create content that captivates the audience
This type of content has several common characteristics; They are amazing, universal and generate interest.
To surprise your audience, you must get away from everything you see on the web every day. No more marketing phrases, no more kittens, no more repeated messages. Look for something that is unique and original, both for the content of your real estate website, and for your social networks.
As a practical example, if you maintain social profiles or have a blog for your real estate, look for ways to generate debate or go against the established order.
Secondly, for content marketing for real estate to be effective, it must be universal. That is, you must combine two factors: answer a specific question, but at the same time highly general.
To give you an example of this same real estate blog , looking for ways to respond to the needs of our audience we carry out a study of the most frequently asked questions related to our sector. Then we create a series of articles with titles such as “How to be an independent real estate agent” or ” How to use social networks for real estate “.
Finally, to generate interest among your potential clients, you must write articles that respond to their needs, not yours. The new service you just designed may be very interesting in your world, but wouldn’t it be better to make the audience aware of that need first?
We like to think that customer needs have a lot to do with their interests, that’s why we practice active listening on social networks. You will have seen that in the Inmogesco Facebook profile we continually ask questions to the followers. It is not that we are asking questions, but that we seek to know what our fans want to see to create customized real estate marketing content.
2. Connect with people
I don’t know if you remember Leonardo Di Caprio’s movie “Origin.” In it a group of mercenaries enters the mind of a billionaire to implement an idea that changes all the decisions he will make in the future.
This idea can only progress if it is positive, so the protagonists must reconcile their victim with their father.
This choice is not banal, in fact, experts in real estate neuromarketing know that positive feelings drive action better than others such as hate or envy.
In the case of Coca Cola, a campaign was launched in India and Pakistan that sought to unite people divided by war. Its enormous results made it clear that moving people’s good feelings is an essential part of any viral campaign.
The practical application of this point is simple. Involve people in everything you do. A new sale, a new progress in your project, a new partner, everything is likely to be told on social networks to promote connection with people. And if it is with photos, the better. And of course, in all channels, do not neglect the real estate email marketing, there is also part of the content game.
3. Channel Consistency
Many small businesses only have one channel in their real estate marketing strategies. It is logical, you need professionals to attend them, and time to design strategies. But! When you increase the online presence with more channels, the possibilities multiply.
If you have doubts about which channels you should choose, consider two things: what you want to achieve and where your audience is.
For example, a blog can help you achieve a great online presence, since it guarantees organic results in Google searches. That is, if your real estate has a blog with a more or less high publication frequency, your articles will receive more visits than those that only have a real estate website.
In addition, within the available social networks, Facebook continues to receive great content related to this sector. If you only have time to feed a channel, you can start with the social network of friendship.
What formats to use?
It will depend on the objectives you have set in your real estate content marketing strategies and the channels you use. For example, if you have a blog, don’t just create text articles, enter videos and images. In addition, infographics are a valuable asset that makes content marketing so suitable for real estate.
In the case of social networks we recommend that you plan the days of publication. If you update your profile from Monday to Friday on Facebook, for example, your planning might look like this:
- News of the sector that is relevant to your audience.
- Video related to the real estate world, for example, decoration.
- News about your work team, for example, a new sale or an incorporation.
- Image that promotes some of your services or customer service channels.
- Contents from your blog or third parties.