The science of content marketing for real estate [infographic]

The online world is abuzz about content and inbound marketing. There should be no doubt by now that this is not a fad. As consumers gain more and more control over their content sources, their appetite for straight advertising is getting bypassed like the commercials you skip with TiVo or Apple TV.

I don’t mean to make it seem like we are different from consumers, because we’re not. We are the consumer as well: We hate being advertised to as much as the next guy and want the companies we interact with to be honest and helpful. We just happen to be marketers, too, and we need to show the value of what we do to others so they will choose us over the alternatives.

I have been giving a talk at Agent Reboot around the country for the last two years titled “Main Street Has Moved: Building Websites That Matter.” It’s evolved almost as rapidly as the market has changed. It’s still imperative to have a beautiful website experience that’s geared for mobile devices; SEO is no longer a separate activity, but an integral part of every online marketing plan; and we’ve always known that content was important. But more and more I see that having a website is just the beginning, like putting on running shoes before a race. The real work is in understanding the needs of your customers and how they think at different stages of the buying cycle. You need to provide answers to those needs and questions that your customers have.

This infographic delves into the different personas that purchase, rent and sell real estate, providing a starting point for content ideas that will help you focus your efforts. The goal is to address the needs of your customers at the moment they need the information, when they search for it.  I hope you enjoy this infographic. Please let me know what’s working for you, what’s not and any thoughts you have on the subject. Leave a comment below and I will be sure to answer it.