Content marketing has been a trending buzzword for the past few years, and for good reason. As a Realtor, creating content should be a key component of your lead generation strategy.
Many people think that content marketing is all about content creation. But that’s only half the story. The other half is about using content to get more leads. To do this, you must create content relevant to your niche and attracts potential leads’ attention. You must also use effective lead capture techniques to convert those leads into clients. By using content in conjunction with lead capture, you can increase your chances of success in getting more leads for your real estate business.
What is content marketing, and why is it important for real estate?
Content marketing encompasses many content types, including blog posts, articles, infographics, videos, and more. A smart content strategy aims to attract potential customers’ attention and persuade them to do business with you.
Effective content must be relevant to your target audience and offer value they are interested in. For example, if you are a real estate agent specializing in luxury homes, your content should be about topics related to luxury real estate. By creating content relevant to your niche, you can position yourself as an expert in your field and capture the attention of potential leads.
In addition to being relevant, content must also be engaging in persuading potential leads to take action. Content that is dull or full of errors will not likely convince someone to do business with you. Instead, focus on creating content that is interesting and easy to read. Use strong headlines and visuals to grab attention, and ensure your content is error-free before publishing it.
How can content marketing help you get more leads for your business?
As we previously said, several types of content can prove essential in your real estate marketing. It’s necessary to narrow your goals and create content most likely to help you achieve them. The following are three lead generation strategies you can use in your content strategy.
Blog Posts and Articles for Lead Generation
If your goal is to get more leads, blog posts and articles are suitable content types to focus on. A blog post is easy to share and often results in higher traffic to your real estate website. An article is a great content type to consider if you want to generate more brand awareness.
Both blog posts and articles should be around 1,000 words or more and include 1-2 images. To maximize their lead generation potential, ensure your blog posts and articles are well-optimized for search engine optimization (SEO). SEO means using relevant keywords throughout the content and including a call-to-action (CTA) at the end. A CTA is a sentence or two that asks readers to take a specific action, such as visiting your website or contacting you for more information.
For example, if you wrote a blog post about “10 Tips for Buying a Luxury Home,” your CTA could be, “For more tips on buying a luxury home, visit my website or contact me at 954-555-5555 today.”
Videos for Lead Generation
Videos are another content type that can be effective for lead generation. A video is a great way to show off your personality and build trust with potential buyers and sellers. It’s also an excellent content type to use if you want to generate more traffic to your website.
When creating a video for lead generation, focus on offering value to viewers. For example, you could create a video tour of a recently sold luxury home or provide tips for buyers looking to purchase their first luxury home. You could also do an educational series on the home buying and real estate process or interview local experts on the luxury real estate market.
In addition to being informative, your video should also be well-produced. Ensure that the audio and video quality is high and that the content is edited professionally. Using keywords and having a CTA at the end of your video is also essential.
Infographics for Lead Generation
Infographics are another content type that can be effective for lead generation, and they are a great way to showcase data and statistics in an easy-to-understand format. Infographics are also shareable, which means they have the potential to generate more traffic to your website.
When creating an infographic, use compelling data relevant to your target audience. For example, you could make an infographic that showcases the most popular luxury home features or the top reasons to buy a luxury home. You could also do an infographic on the differences between buying and renting a luxury home or the benefits of working with a Realtor.
In addition to being informative, your infographic should also be visually appealing. Use bright colors and graphics, and ensure the text is easy to read. Optimize your infographic for SEO by using relevant keywords and including a CTA at the end.
What are some of the best content strategies for real estate agents?
We’ve seen some great real estate content strategies from agents worldwide. Here are a few content marketing ideas for real estate agents that have proven effective.
Ryan Serhant is a real estate broker based in New York. He has amassed over 1.26M subscribers on his YouTube channels, injecting humor and wit into his shorts and high-quality video productions.
Takeaways: Ryan’s massive following on major TV productions catapulted his success. But if you look at his earliest videos on his channel, Ryan started his vlog on a smaller scale. Invest in your video products by purchasing high-quality cameras and mapping out your topics in a streamlined way. Offer advice to new agents, make humorous Q&As and “day in the life” videos to showcase your personality, and have fun. Aim to create 1-2 videos per week, and don’t forget Shorts (Reels and TikTok) which can be edited versions of longer videos.
Jade Mills is the #2 top producer in the US, based in California. Her website received an estimated 1,200 organic clicks per month and ranked for over 8,000 keywords.
Takeaways: Jade has blog posts that can be considered evergreen content. She writes keyword-filled, informative blogs about luxurious areas in her community. Blogging can easily create educational and valuable content in your area, and it can be evergreen or market-specific. Aim to make at least one blog per week.
Content can be a very effective way to generate leads in the real estate industry. By creating high-quality content relevant to your target audience, you can position yourself as an expert in your field and capture the attention of potential leads. Many different content types can be used for lead generation, so find the ones that work best for you and your business. And don’t forget to have fun with it!
How can you create content that will attract the attention of potential leads?
Good news! To start your content marketing strategy, you don’t need to be a famous top producer. You just need to be yourself and offer value to your target audience. Here are some content marketing tips for agents:
Be genuine, transparent, and vulnerable in your content. Show your personality and let your leads get to know you.
Offer valuable content that will help your leads solve their problems. This could be in the form of blog posts, infographics, videos, or even just simple tips and advice.
Be willing to go above and beyond for your leads. If they have questions, make sure you have the answers. If they need help with something, offer to help them out.
Real estate marketing should be fun and informative. Show your potential clients that you are the right real estate agent to work with and share your real estate expertise. Don’t just make content for search engines; make sure you are always creating value.
What are some of real estate agents’ best lead capture techniques?
So you’re ready to start creating content. To make it worthwhile and generate leads, you need to have a plan for capturing them. Here are some of the best lead capture techniques for agents.
The Importance of a Good Website
Since much of your content will drive potential buyers and sellers to your website, you must ensure a great site experience for your users. A good website will be well-designed, user-friendly, and informative.
Your website should also be optimized for SEO. This means using relevant keywords throughout the content and including calls-to-action (CTAs) that encourage users to take a specific action, such as contacting you or visiting your listings.
In addition to a great website, you should also have a strong social media presence. Social media is a great way to share your content and connect with potential clients. Be sure to post regularly and interact with your followers to build relationships.
Gated Content With Forms
Gated content is content visitors can only access by filling out a form. Typically, the form will ask for contact information, such as an email address or phone number.
Gated content is an effective lead capture technique because it allows you to collect valuable information about your leads. This data can then be used to follow up with leads and convert them into clients.
Some examples of gated content include e-books, real estate guides, webinars, and courses. If you offer gated content on your website, be sure to make it easily accessible and use persuasive CTAs to encourage users to fill out the form.
Workflows and Automation
When you capture leads on your various platforms, you can easily create workflows and automated processes to follow up with them. This helps to save time and ensure that your leads are getting the information they need promptly.
For example, you can set up an email workflow that automatically sends a lead a series of informational emails after they fill out a form on your website. Or, you can create a text message campaign that sends automatic updates to your leads about new listings in their area.
Workflows and automation can help you stay top of mind with your leads and turn them into clients.
Lead capture techniques are essential for real estate agents because they help gather information about potential clients. Real estate agents can use this information to follow up with leads and convert them into clients. Agents can use several lead capture techniques, such as gated content with forms, workflows and automation, and social media. Each method has its benefits, so choosing the ones that will work best for your business is essential. Agents should also make sure their website is user-friendly and optimized for SEO. This will help ensure potential clients can easily find and access your content.
Content marketing is one of the best ways to get your real estate leads. Creating valuable content relevant to your target audience can attract their attention and persuade them to do business with you. You should also ensure your website is user-friendly and optimized for SEO so potential clients can easily find and access your content. Use lead capture techniques, such as gated content with forms, workflows, and automation, and social media to gather information about potential clients so you can follow up with them and convert them into clients.
How West Gray Marketing Can Help Elevate Your Content Marketing Strategy
At West Gray Marketing, we specialize in content marketing for the real estate industry. We can help you create high-quality content that is relevant to your target audience and position you as an expert in your field. We can also help optimize your website for SEO and create workflows and automated processes to follow up with your leads. Contact us today to learn more about how we can help you grow your business.