Every business needs a sound marketing strategy, and real estate firms are no exception. Fortunately, with a bit of forward planning, it’s never been so easy to promote yourself.
If you’ve ever read up on digital marketing, you’ve probably heard the phrase “Content is king.” What does it really mean? In short, you need to create posts, images and videos that trigger an emotional response, tell people how you can help them and add value to their lives.
Great content does not just push your services — it entertains and inspires. So what kind of content can you use, and how can you make the best of it? Here are a few ideas:
1. Capitalize on stunning images
Homebuyers like to browse homes online before arranging a viewing. Take full advantage of this fact by posting high-quality shots of premium listings to your social media pages. This doesn’t mean that you should publish endless posts about your business – just choose a couple of amazing photos to share every day.
It doesn’t matter whether your viewers are actually ready to buy a home; casual browsers can still turn into customers later on if you get on their radar. Even when I’m not looking to buy a property, I still love scrolling through beautiful listings on social media — and I know I’m not alone!
Pro tips:
- Visit Unsplash and Pexels for free, high-quality photos. You can use them in articles about home improvements and the homebuying process and post them on your social media as links back to your website.
- Invest in a few lessons with a professional photographer. It will pay dividends in the long run.
2. Free expert advice
Consider producing text and video-based guides on topics useful to homebuyers. Possible subjects include: finding the right Realtor, improving your home’s appearance, how to choose the right property for a growing family and how to buy a property that will yield a good return on investment.
Why should you share your professional insights at no cost? There are several reasons.
First, it makes you appear knowledgeable. This will inspire potential clients to trust you. Second, giving free valuable content encourages people to return to your site, sign up to your email list and follow you on social media. Third, updating your site with fresh content every week will boost your rankings in search engine results.
Finally, if you produce content in partnership with interior design experts, landscape gardeners and other local organizations, they will promote the content to their own audiences. As a result, you can expand your reach with relatively little effort.
Tailor your coverage to your target market. “Always use a translation service to translate both your verbal and written marketing materials if you live in a bilingual area,” advises Margaret Reid, a content writer at The Word Point. “This will help you reach more clients.”
Pro tips:
- When you find a collaborator you like, suggest that you produce a series of articles and videos. Release one every week. When your target audience can get to know your personalities, they are more likely to keep tuning in.
- Include short tips and quotes on social media. For example, Instagram posts made up of an inspiring photo with a quote over the top are popular with people who like quick, highly-shareable content. Don’t forget to include your name and site URL in each post.
3. Put some compelling testimonials on your site
Buying a property is a major step, so most buyers are eager to research their real estate agent’s online reputation. Place reviews front and center on your website. Include photos of your customers, together with their first names.
It would be great if you convinced a few of them to record their stories on camera and talk about their homebuying journey. Show your audience that you love to help real people find their dream homes. Post excerpts of videos on social media with links back to your site.
Pro tips:
- Make it standard practice in your agency to ask all customers for a testimonial. The worst that can happen is that they say no.
- Publish reviews both on your homepage and on a dedicated testimonials section elsewhere on your site. This makes it easy for customers to read about others’ experiences.
- Write testimonials that use your customers’ own words. Ideally, ask a customer to write a testimonial and send it via email.
4. Facebook Live
This is a great tool for hosting live Q&A sessions about the property market and the homebuying process in general. Make a list of the most common questions buyers ask, and use them as the basis of your Q&A.
Invite an expert if necessary. For instance, if you want to share some tips on improving the interior décor of a home before putting it up for sale, you could ask an interior designer to appear on your show.
It’s also a wonderful way to take viewers on a virtual property viewing. A prospective buyer may be on the fence about arranging a formal viewing, but a virtual excursion might give them the nudge they need to take the next step.
If you have a good camera and a steady hand, livestream a walk-through. Talk about the property’s best features in exactly the same way you would during a regular viewing. Encourage your viewers to submit questions and comments, then answer them within an hour of your livestream.
If you don’t feel confident speaking on camera, practice with a colleague first. There’s no need to stick to a script, but you should have a list of points to cover.
Pro tips:
- Advertise your upcoming event well in advance. Post daily reminders several days before you stream.
- Livestream your next auction. Auctions are usually tense and dramatic, so they are bound to grab your viewers’ attention.
5. Create content that shows off the local area
When someone buys a home, they also buy a lifestyle. Help buyers imagine what their lives will be like when they move into their new house.
For example, you could create short videos showcasing the best attractions in your local area. Give the impression that you are a friendly business interested in serving the community rather than a faceless entity. You could even consider sponsoring a local event to raise awareness of your company.
Pro tips:
- Create an infographic or short text-based post containing 10 interesting facts about the area. You can use Venngage to make free infographics.
- Invite a local celebrity or community figure to give a short interview on camera, explaining why they love their local area. In return, you can give them the chance to mention their favorite charitable cause or latest project.
Keep it consistent
Whichever strategy you use, keep your content consistent and professional. For example, it’s a good idea to use templates for Facebook and Instagram posts that will help you build a brand identity.
Pauline Farris is a Los Angeles-based writer and translator for thewordpoint.com. Connect with her on LinkedIn or Gravatar.
