6 Real Estate Content Marketing Ideas To Hook Potential Buyers
Desire House, Austria - concept & image courtesy of Tabarq
If your aim is to attract potential home buyers, home renters, or investors, you should carry out a significant portion of your marketing efforts online. The digital landscape is one of the most promising frontiers for landing and nurturing new real estate business relationships. To get the most out of your online content marketing campaigns, you should consider creating a mix of digital content through websites, blogs, social media platforms, and more. But where should you start?
In this comprehensive digital content marketing article, we’ll take a look at our top real estate content marketing ideas – with practical examples – that will help you develop and execute an online content marketing strategy that hooks potential buyers and keeps them coming back for more.
#1: Replace Still Photos with Dynamic Marketing Images
Providing high-quality photos, blueprints, or 3D renders of a property is a must for any real estate content marketing campaign. Traditionally, this means creating a series of static images for the user to browse through, like a slideshow or brochure. While this may have been enough to hook potential buyers in the past, greater technological advancements have led to higher user expectations when it comes to engaging marketing images.
A traditional collection of still images is likely to create an ordinary (or even boring) experience for the viewer. Additionally, this approach is a bit outdated compared to more interactive media options like videos, 3D tours, or dynamic moving images that respond to clicking. Using still photos might also be disadvantageous if you are working with properties that appeal to trend-seekers, boast state-of-the-art design, or capture a more technologically-integrated lifestyle.
Instead of static images, consider incorporating interactive virtual tours, animated images (like .GIF files), or dynamic digital brochures that respond to users’ clicks like one might find in video games or mobile apps. This will add movement to the viewing experience and will also convey a sense of modernity to the property being promoted.
Example: Una Residences
At Una Residences, marketers put extra attention into the dynamic layout of their landing page. Potential buyers will notice engaging features on their website, such as a video of flowing water on their homepage banner.
This website can hook more browsers because the moving water is captivating. It makes people want to dive in and learn more. Before they know it, they’re engaging with more parts of the site by clicking links, viewing property pages, and poking around all corners of the site map to discover what other exciting images are in store.
#2 - Share Your Personal Story
Today’s consumers consider the people they do business with as important as the products themselves. To a certain extent, they are seeking to form a relationship with the brands they interact with. Before signing on the dotted line, customers want to know if there is a personal fit as well as professional fit.
For example, consumers may ask themselves:
Do the brands I want to engage with share my values?
Do these brands understand my priorities and concerns?
Will these brands demonstrate passion for their products and the people they do business with?
Your potential home buyers, renters, and investors want to relate to you, identify with your brand, and appreciate your business relationship. If they have the choice between two real estate businesses offering good deals, they will likely choose the brand that most aligns with their personal values. This is why it is critical to get your potential buyers to understand who you are.
To share your personal values and the values of your business, consider the following:
Create blog posts that describe your company history, your origin stories, and brief bios about the real estate professionals who made the business possible.
Craft social media posts that feature your employees and demonstrate positive social proof. Employee shout outs or testimonials are a great way to show your audience that your brand is one people love to work with.
Include feedback from previous home buyers or renters who have a positive, long-standing relationship with you. Sometimes, their words can paint the most accurate picture of your company’s solid values.
Example: Auriens
At Auriens, marketers take time to outline their personal philosophy and values for potential buyers to read. They place an emphasis on lifestyle and well-being, describing their perfect customers as “people in life who have lived – and are living – full and interesting lives.”
Notice how they include photos and bios of the wellness professionals they associate with. These marketing efforts help potential home buyers to put a face to who they are – literally!
#3: Celebrate Your Clients
Sometimes the best content marketing ideas for real estate aren’t about the real estate at all, but the people who make up the community.
Whether you’ve sold a home, rented a property, or secured an investment, you’ve impacted someone’s life. It might be helpful to invite your clients to share their experiences with you through testimonials, interviews, or public reviews. Marketers can use this client feedback to highlight real personal stories, positive outcomes, and professional business experiences via blog posts, email marketing plans, or social media shoutouts.
For example:
Create a social media post about how a client’s life has improved since buying, renting, or investing with you.
Feature video testimonials on your website that show clients who have found their dream property as a result of working with your real estate business.
Launch a regular email marketing campaign that highlights positive milestones unrelated to your product, such as holiday wishes or celebrating the anniversaries the first time doing business with certain clients.
Example: Serenbe
Serenbe specialises in residences that emphasise sustainability, healthy living, and happy clientele. Notice how Serenbe created a podcast series that celebrates the achievements of their residents. They give their clients a voice, which goes a long way toward growing a positive community that celebrates client happiness. This positive attitude is sure to attract more potential clients who wish to share in such a supportive community.
#4: Provide Practical Advice
Share insights into the topics your potential home buyers, renters, or investors care about.
Providing practical information on topics pertinent to the real estate business will set you up as a trusted authority in the minds of your potential clients. Providing valuable content like this is excellent for lead generation, getting an email address, or getting potential clients to subscribe to your newsletter.
Here are some suggestions for practical content:
Create a blog article that gives advice on mortgages or how to secure a home loan
Create content like a brochure that depicts the best ways to save energy at a specific home
Create an infographic for potential buyers, renters, or investors that teaches them how to accurately assess a property’s value
Create an eBook on buying a first home or keys to real estate investment
Create a photo gallery on design ideas for luxury living
Example: Auriens
As Auriens’ clientele is largely pensioners, they focus on topics that are most relevant to them. These topics include in-home care services, inheritance tax, and cutting costs to maximise retirement savings.
Notice their websites' case studies, which address the common concerns of their clients. One case in particular reviews Auriens approach to maintaining the lifestyle and security of a 78-year-old tenant so she can live life to the fullest.
This post is full of practical advice and evidence of the personalised care Auriens can provide. When potential clients read this post, they will be more likely to trust Auriens’ advice and possibly set up a consultation call to see how Auriens can assist them too.
#5: Location, Location, Location Benefits
Many real estate professionals focus their content marketing campaigns on the properties themselves, but forget to highlight the location benefits of living in a certain area. Creating marketing content that describes these location benefits is sure to hook more potential buyers.
Here are some real estate content marketing examples that highlight location benefits:
Share infographics that detail the insights, facts, and statistics of local schools to engage the families in your audience looking to move to a new neighbourhood.
Create a map of cultural hotspots such as social clubs, shopping corridors, or outdoor excursion sites. It’s a great idea to list the distance (by miles and by minutes) so potential clients can understand the easy access at a glance
Provide a pamphlet on an area’s history, including the shifts in demographics or trends over the years. For example, if an area is experiencing a decrease in the average age of community members, it might signal to young people that more renters and buyers their age are likely to move in. Highlight demographic trends like these to make a location appear more attractive to specific audience members.
Example - Quivira Los Cabos
In this blog post titled the top reasons to invest in Los Cabos real estate, there is little mention of Quivira’s properties. Instead, the focus remains on the location benefits, including topographical information, average seasonal temperatures, and access to beautiful natural features from seasides to deserts.
#6: Boost Your Visibility Through VIP Interviews
When making high-quality digital content to attract new business relationships, it’s not enough to press post and wait for the inquiries to come rolling in. Marketers need to get that content in front of as many potential home buyers and investors as possible. After all, what’s the point of making world-class content if no one is around to see it? The importance of visibility cannot be overstated, and one of the best ways to increase your content’s visibility is by including influencers of all sizes.
A media influencer isn’t necessarily a supermodel on Instagram with one hundred thousand followers. A media influencer can also be a local business owner who engages with their community through regular social media posts.
When your content features local business owners, cultural figures, and community leaders, those individuals are likely to share that content on their own platforms to a wider audience. In other words, promoting someone else can be one of the best marketing tips for promoting yourself.
Example - Blackberry Farm
Blackberry Farm Real Estate offers private ownership in a mountainside resort community famous for its food, wine, hospitality, and adventure.
Notice how their website features articles about breweries in the area and interviews with celebrated local chefs. These local trendsetters help Blackberry Farm get their content in front of more consumers without being intrusive.
Black House, Argentine Coast - concept & images courtesy of Tabarq
We Can Help You with Content Marketing Ideas for Real Estate
Real estate content marketing plans are essential for reaching prospective home buyers, renters, or investors. In order for a content marketing campaign for real estate to be effective, you need to create content on a semi-regular basis, share your content on a variety of platforms, and provide value for your target audience. Your content should meet the expectations of your audience while being original.
This might all sound like a lot to take in. But the good news is that you don’t need to go it alone - we’re here to help you. Visit us at the Proven Partners Content Marketing page or contact us today to take your project to the next level.
