Competing in the real estate industry is challenging but not impossible, especially when having the right strategy for your marketing content.
Real estate brokers compete in a highly saturated market that makes it hard, but not impossible, to grow profit.
The first step is to create an online marketing strategy that is customer-focused. From blog posts to visual design, every content should be created and curated to provide real value to the target market.
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Photo and Other Visual Elements
The use of high-quality images and other graphic content can make your website look professional and trustworthy, whereas blurry and pixelated photos give an impression that you lack credibility and industry expertise.
With the proliferation of high-quality camera phones and portable cameras, and with a little bit of patience, it is now possible to create photo and graphic contents that look professional. But if budget permits, you may want to consider hiring a professional photographer or buying stock photos.
When using high-quality photos, make sure that they are also “descriptive.” Meaning they show the entire property and its surrounding neighborhood, including the playground and other recreation facilities, such as parks, walking paths, bike lanes, community markets, coffee shops, etc.
Also, don’t forget to post photos of your team so the users can feel that they are dealing with “real humans” instead of a “faceless” real estate broker.
Video content is another excellent way to tell a story embedded with a subtle sales pitch. The goal is to “bring” the viewers to your open houses to make them “feel” and “see” themselves living in the property.
Your video content may also include client testimonials, homeowners’ interviews, and snippets of local community events.
Contents range from blog posts and how-to guidelines to bulleted lists and interviews with the architect, developer, or interior designer. While they come in many forms, they all have one core purpose: Provide readers valuable information.
To ensure that you provide relevant information to the readers, you should have a clear idea about your target audience. So you may want to ask these questions: Are they yuppies or childless couples with large disposable income? Are they young families who need more space for their children’s recreational activities? Or are they retirees who want a quiet place?
When you have a defined target customer, creating written content that reflects their core values, needs, and lifestyle becomes much easier.
But quality content creation is just the tip of the iceberg. To succeed in real estate marketing, you must also reach your target audience and engage with them through multiple channels, including social media, search engines like Google, paid ads, newsletters, and emails.
User-Friendly Web Design
All user-friendly websites have common denominators: Their layout and navigation are simple, their “look” leans more toward minimalist design, and consistent with their brand. But above all, they fulfill their intended function–to convey a message relevant to their target audience.
To further ensure that your website is user-friendly, provide users with “next click” opportunities (like those you find on Amazon), make the content easy to share via social media, and post your contact details on every webpage.
Search engine optimization is the process of making your website and other digital marketing content visible and accessible to your target customers. When potential homebuyers type words (i.e., keywords and phrases) into the search box, you want your site to rank at least in the first three search results.
While there are many ways to make your site SEO-friendly, the most important is creating high-quality content that contains the relevant keywords and phrases and information that provides real value to the readers.
Other ways to make your site SEO-friendly:
- Avoid duplicate content.
- Use easy-to-read and descriptive URLs.
- Create a sitemap.
- Use internal linking.
- Make the site mobile-friendly.
- Optimize your image.
- Engage with customers.