Being a real estate business leader means having visibility across all social spaces and digital channels.
Real estate agents are dominating in content marketing with best practices because they know it is a necessity in today’s marketing landscape.
Promoting your real estate business online is not easy. You will face some pretty stiff competition even if you are in the real estate niche market. Promotional emails and some postcards just won’t cut it.
This guide will help you understand the benefits of hiring a content director to act as your real estate team’s battle captain – guiding you into the victory ring of internet marketing by setting you up to own your market.
1. CONTENT DIRECTORS PROVIDES VALUE TO YOUR AUDIENCE
Writing informative content is essential to your marketing strategy.
Real estate content directors analyze the digital landscape, including your content, to create the strategies needed to raise your business to the the top.
They produce and distribute content constantly for your real estate business – mapping and analyzing the data to see what content your audience prefers.
They look for patterns and trends, as well as look for ways to create evergreen content (or content that will rank on search pages for years to come) to keep you the established, foremost authority in your market.
Think of a your real estate content director like a data wizard in your pocket – helping you get in front of the people you need to be in front of – at the right time.
Not only do content directors offer value to your potential customers through value-laden content that establishes you as the authority on subjects particular to your niche and farm area, but they can also help increase your Google and Bing rankings.
By creating content that is relevant to your audience, on schedule, your content will show search engines like Bing and Google that your website is related and fresh.
This, in turn, gives your informative real estate website an increase in search engine result pages by increasing your SEO.
2. CONTENT MARKETING IS SHAREABLE
In the words of Bonnie Rait, “Let’s give them something to talk about.”
Creating audience-centered content is key to getting those engagement metrics you may currently be missing.
From likes, to shares, to comments, these are all metrics showing (1) how relevant your content is to your audience and (2) if your audience is even seeing your content in the first place.
According to this article by Nielson,
Eighty-three percent of online respondents in 60 countries say they trust the recommendations of friends and family.”
— Nielson.com
If you are creating relevant content that your audience loves, they’ll share it.
Potential home buyers are likely to purchase a home from realtors recommended via social media.
3. HIGHER VISIBILITY IN SEARCH ENGINES
This point goes a little back to Point 1, but it’s worth the extra emphasis.
Having quality content pages gives luxury realtors opportunities to rank for organic search keywords – especially if they target topics that their customers frequently search for.
A real estate content director makes sure they publish consistent content that is engaging and high in quality.
With updates to Penguin and Panda, two algorithm updates in Google that have destroyed other real estate company’s websites for having black-hat SEO, keyword-stuffed blog pieces, having quality content is key for ranking.
Blog posts that rank on search engines bring more traffic to your real estate website – for free. What’s better? These are targeted searches. Active searches. An audience that is actively looking for your service.
It should be no stunner then, that real estate websites that publish a lot of quality SEO content get more traffic than those that publish less content on their sites.
If you want to rank and improve your real estate business, hire a real estate content director who will come up with a good plan of delivering quality content more often.
4. BUILD BRAND AWARENESS & AUTHORITY
Luxury realtor? You may have the highest need of a content director yet.
Luxury real estate demands that you be the expert in your numbers, in your market knowledge, in your client.
While this is important for all real estate businesses, luxury real estate offers a few unique challenges.
Brokers and agents in this space specifically need content directors that will create useful content that will position them as authority figures and build trust in their real estate business – and all while writing to the right audience – in the right voice – using terms and phrases and website references that audience will recognized, identify with, and automatically lean into.
Potential home buyers and baby boomers are a perfect fit for consuming content created by luxury realtors, giving this audience the perfect chance to study your brand by reading and learning about you through your content, articles, images, and videos.
Regardless what niche your real estate company focuses on, informative content builds awareness for your brand and provides value to your potential customers.
5. A REAL ESTATE CONTENT DIRECTOR EDUCATES AND HELPS OVERCOME OBJECTIONS
What better way to educate your customers than create for them informative content?
In every sale, there are going to be objections. However, serving the correct content, at the right time, give you the opportunity to overcome the objections on the web – before the prospect calls you.
By offering educational content that solves your audience’s problems for them through your authority and information, you draw your audience- and your customers – closer to you.
And when the pick up the phone to call, or email you to set up a time to meet, they have already taken the time necessary to overcome their unstated objections through their own research.
A real estate content director develops content topics to offer solutions to your customers about their challenges, developing the content that will solve your customer’s needs.
6. A REAL ESTATE CONTENT DIRECTOR HELPS BUILD TRUST
This point is pretty simple.
The more your content educates and provides value, the more your customers will trust your site.
Know, like, trust.
The right content helps you build this relationship online, so that you can move into a warm relationship offline.
7. MORE ON-SITE CONTENT INCREASES USER RETENTION
Real estate directors know the secret of creating good content for a real estate website.
They use content in relation to a customer’s buyer journey to increase the time spent on your site – thereby increasing a metric called user retention.
You see, the more people hang around your site, consuming blog posts, infographics, and ebooks, the more they warm up to you. The more they appreciate you. The more they begin to establish an emotional connection with you and your brand.
Then they share your content – showing where they are in their emotional journey to connect with you and your service. They feel they now have enough information to validate you as a reputable authority on the subject. #boss #winning
By offering new and exciting content, and updating older content to refresh it, real estate content directors keep your audience engaged with you – constantly building trust and pulling them into your services and offerings, leading to more leads and higher conversion rates.
8. A REAL ESTATE CONTENT DIRECTOR WILL INCREASE SOCIAL TRAFFIC
While not a Social Media Manager, the Content Director works closely with social media channels – utilizing them to syndicate your content on social media to generate traffic and leads.
A real estate content director will promote your content on your social media in order to generate new leads.
Sharing excellent content on your social channels increases likes and followers, and adds more channels to build brand trust while engaging with your audience.
9. A REAL ESTATE CONTENT DIRECTOR HELPS BUILD STRONG CUSTOMER RELATIONSHIPS
Building strong relationships is essential for encouraging repeat business. Part of this process of relationship-building is maintaining top-of-mind brand awareness.
Whether you’re looking to build new relationships, or to encourage repeat business with previous customers, publishing relevant content on a timely basis allows you stay top-of-mind with your customer base – nurturing those contacts and leads 24/7 while you sleep with informative and engaging content and articles.
Luxury realtors are especially well served by content directors due to the high focus on encouraging repeat business and referrals in the luxury realty industry.
It is important for realtors to nurture their current customers in order to encourage repeat business.
Your real estate content director will help keep your current customers updated on important topics via blog articles on your site, social media shareable content, and even email.
Content directors don’t end their work at getting the lead to you. They make sure they build continued relationships through relevant content.
10. CONTENT MARKETING OFFERS HIGH ROI
Content marketing offers a measurable and higher ROI than other traffic source over the long-term.
Content creation by itself is a long-game method, but in the hands of a savvy real estate content director, that content will reach across channels and become highly useful – faster.
Many buyers are tired of traditional advertising methods and content marketing will be ideal for them. How many times a day do you quickly scroll past ads, to read the article you came to read?
Offering relevant content with a distinct call-to-action offers the reader a chance to engage with your brand without being put-off.
Additionally, well researched content can rank for years….
In direct comparison with PPC (pay-per-click campaigns), once you spend the money to get someone to your site, that money is gone.
However, when content begins to rank and becomes highly sought after and ready, it can offer results for years to come.
Check out this case study on a piece of content that was written 3-years ago that still brings in over 50% of ALL traffic (not just organic).
Hands-down, content outperforms other audience attraction and lead generation efforts in terms of its long-term affordability and long-term durability.
And, BONUS, if it starts to lose it’s ranking or efficiency, you own it! You can simply refresh it to get great results again.
11. CONTENT MARKETING INFLUENCES PURCHASE DECISIONS
Content marketing has proved to be effective in the growth of a business.
It can be used to subtly build relationships, establish authority through helping, and help your brand maintain top-of-mind awareness.
Do you remember the 4 types of essays from English 101?
Narrative, Descriptive, Expository, Persuasive
A content director will use touches of these elements throughout your scheduled content to draw your audience to you.
By understanding:
- the psychology of your audience, their needs, their desires, why they buy from you,
- how to use writing to influence and persuade,
- as well as knowledge of sales funnels and how to use them appropriately
your real estate content directors can effectively create content that funnels your audience to you.
WRAPPING UP
It is no secret that realtors need content marketing in order to build relationships with their customers and show off their business through various types of content.
If you’re looking to invest in your brand, grow your brand awareness, generate new leads, become the “expert” in your area, as well as create long-term digital assets that work as your online salesperson 24/7 for years to come, reach out to me.
You can book your 30-minute call here.
We’ll review your site, your goals, and give you space to ask questions. At the end of the call I’ll offer a few suggestions to help you become the authority you’ve always known you could be.
Easy peasy.
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