Inbound marketing strategy for real estate are for the brave who want to change the direction of their business. Because if you are waiting as before, for a client to come to you without lifting a finger, you are on the wrong side of history.
For the inbound marketing or content strategy to meet its objectives, time and effort must be invested in tasks such as:
- The copywriting. The content must be persuasive, be adapted to your buyer persona, have a personality and a way of communicating in particular. Without this … Is it aimed at a particular person? To think.
- A study of keywords for the structure of the content. Without this, no matter how much you want to communicate, you will not attract a target audience to your website. This is why you should do keyword research on paid or free tools. Of course, adapted to your real estate sector and with low competition.
- Visual and auditory resources, among others. It is important to gradually attach them to measure their impact and with what format your user is most comfortable with.
Are you ready to change the direction of your real estate business through content?
How to start an inbound marketing strategy for real estate
For a content strategy to have the impact you want it to have, you must take into account the following magic formula that will lead you to stardom: Attract-convert-close-retain.
If as a real estate agent you have been in charge of repeating over and over again “sell” in your content, without a doubt they are adapted to failure. Most users who access your website need to unconsciously connect with their need, for this to happen as a finding where you have the solution and put it in the palm of their hands.
If you can identify the purchase processes and in which phase this user is, without a doubt you will be able to intuitively guide them to go through these phases and you can build loyalty successfully and not necessarily.
How do you manage to create this strategy successfully? I will explain how:
1. Real estate content that attracts
The way you can attract a user is by knowing him. We know that the real estate sector is broad but what is a specific niche looking to satisfy with the purchase or sale of a rental?
You must segment your audience and eliminate the belief that you can sell to everyone.
You need to start creating ideal client profiles, adapted to their needs. In addition to this, the intention of the user on the internet plays a relevant role and how the study of keywords helps you climb among the first positions.
2. Real estate content that converts
Once you have identified the ideal customer profiles and how they search the internet, it is time to further segment these contents.
As this user enters your blog, he will be able to find content to inform himself, content for when he has already detected his need, and content that allows him to finally make the decision to buy.
Thus, when he decides to come to you, he will have intuitively explored these phases without having to read the word “buy” over and over again.
This is what marks a before and after in your real estate content.
3. Contents that trust in your real estate
Depending on the area or region in which you live, the real estate sector has fluctuations in the market. For example, in Los Angeles, 48.9% of the population has a rental home.
It is a potential niche to attack. In addition, needs are constantly being replaced by others, so if you can make your client stay renting or buying homes in your real estate agency, you will not have captured a single sale.
The shopping experience and how the customer felt about you also have a lot of influence on the loyalty process.
For this you will also promote other rental homes near its work sector, pleasant tourist spaces, vegan food, with areas to exercise among others. Or in your content, you can promote cross-selling.
To create loyal content be sure to evaluate:
- What is the personality of the ideal client?
- Create rituals in relation to the buying experience with your real estate.
So the key for this content to be successful as an inbound marketing strategy for real estate is to focus on these points:
- Understand each of the phases that the buyer is through. In this way you can offer personalized content.
- You should not force the user to become a buyer if they are not ready. You will only develop emotions such as frustration, anxiety, and helplessness. So hopefully you will achieve a sale but you will never get a client committed to your real estate agency.
Inbound marketing or content strategies for the real estate sector
I already explained at length how to create content for each of the user phases and the shopping experience that they go through. Now, how do I run these contents? What should I do? Which format is better? The truth is that in this case you only have to get down to work with the contents and measure the quarterly or semi-annual statistics to be modifying.
What if we are going to describe to you is a series of contents that are giving interaction, engagement, and receptivity in the real estate sector:
1. Blogging content written as real estate
The blog content in your real estate is ideal for that analytical, reader, the responsible and meticulous user who does a lot of research before making the final decision to buy.
Organic content searches according to SEMrush are 89% so it is a significant enough score to start targeting real estate content in these searches.
For this strategy to have a balance, you must come up with a number of words that are consumable in your reader, and that are attractive to Google. Nothing that you cannot solve at the moment.
The ideal would be to start with content that is 700 words long and gradually add substance to it.
The important thing here is to measure the analytics and observe which details go well and which you should modify.
2. Informative infographics to complement the blog
There are eager readers who would be willing to read your real estate content but want a “spoiler” of what they are going to read throughout the content. This is certainly infographics.
A visual resource where through a summary you indicate to your reader what they will find in this content. If you know how to integrate your real estate brand colors and typography, they are a resource that can even become part of a content ritual.
Since if they are attractive enough, the user will make a habit of going to your new content and seeing this infographic.
3. Video blog for real estate
The sense of immediacy has also led the real estate sector to create videos where potential clients can feel that they are touring the facilities, and thus can visualize themselves in that place living or forming their own business.
This is a content strategy that can be mixed with the blog. Since while you are explaining the 5 qualities of living for example in Los Angeles, you can attach a video of a home that you have for rent in this region.
The use of drones in these 360 ° videos is also a trend. Here is a video that tells you more or less what this strategy is about:
4. Conversational podcasts for the real estate sector
Conversations are the order of the day. In a world so saturated with information and where we have to outline our time very well, learning in this way makes it enjoyable for lovers of these topics.
These podcasts don’t just work for those who are looking to buy a new property or rent one. But also for those who want to become potential real estate agents and take a few minutes of their time to do so.
It is a dynamic content strategy since the user can decide whether to listen to him while driving on the way to work, while preparing his favorite dish or simply before going to bed.
5. Free webinars or guides
These meetings allow you to create a live and direct meeting with the consumer. Webinars allow you to become a real estate agent and use your strategies directly towards that client.
You can do surveys through your social networks to create a theme that hooks some users who are in the detection phase of their needs.
Of course, if you have studied the profile of your ideal client well, you will know at what time you will definitely be able to connect with this meeting.
In addition to this the guides remain an invaluable resource and in real estate they are also important.
Visualization of the contents for real estate
Since you know all the resources you need to implement an inbound marketing for real estate, we also mention the ways you should use so that this content has the appropriate scope and visibility.
We are going to describe three allies that will undoubtedly help you spread your content properly:
1. SEO in real estate
As we mention in small snippets throughout this article. When you know the user’s search intention, your content will take on value. Because then you will develop, based on your study of keywords, users who are doing these searches and do not find answers.
So you can develop content where phase by phase you can reduce their anxiety levels and offer a solution to their pain points. Here the only thing left is to get down to work and get as close as possible to your ideal client.
2. E-mail marketing for real estate
When you have tools that help you detect in what phase of purchase the user is, you empower content that educates and strengthens these phases. So you focus solely and exclusively on selling.
An email with segmented content opens the doors to the sale. For this reason, it is also one of the invaluable tools to disseminate this content to users who have shown interest in your real estate agency.
It also works very well to continue promoting the journey through each of the purchase phases or to promote cross-sales such as renting a property to a heavenly place, tourism, among others.
3. Social networks in the real estate sector
Social media for real estate are key because you go directly to that consumer and you can see through likes, comments, among other things, what they think about your real estate.
We have already mentioned that although the metrics show which points are strong and which points we should definitely improve, social networks speak of interactions.
Interactions are also emotional, and emotions play a leading role in the purchase decision.
When you spread the content of your blog on the most potential social networks, you undoubtedly have real feedback on what this user thinks about your content.
Conclusions about inbound marketing for real estate
Content strategies are successful if they are oriented towards people, their communicational tone, their needs, and how they feel in relation to what is happening to them. In an increasingly technological world and where through a click we obtain the product or service we need, we forget about emotions.
Emotions continue to play a fundamental role in our psyche and it does not stop being so when selling. For this reason, every time you use a content strategy, regardless of its route or format, focus on knowing what your ideal client feels.
How would you feel in that tourist destination? What emotions does the property you are going to sell arouse? It is familiar? Is it small for a couple? Do not cloud the life of your business with the word “sale” in each of the content taught.
Focus on educating, raising awareness, and spreading your real estate content. In addition to this, understand the updates in the search engines and how to extend the life of your business. So that your agency’s agents can focus solely and exclusively on selling.