Social Media

Content Marketing for Real Estate: Understanding Your Users

June 3rd, 2014 | by: SM SOLD | Posted in : Uncategorized, Marketing, Social Media

The online world is abuzz about content creation & content sharing marketing. With continuous updates and development in the way user’s search, content has made its way to the forefront. Consumers are looking for engaging content that drives them to purchase or compelling content that solves a question or problem. Honesty, transparency and knowledge are factors that will lead consumers to you and your product. Outlined below are statistics of a study from people who have recently purchased, rented or sold real estate. But first we will outline a strategy of how to reach them.

To reach any market, especially a diverse market such a real estate, you need to develop a strategy. Sure, things change along the way but identifying key factors and tactics that can be formulated across the line will assist you in reach the maximum number of market share. So let’s begin:

  1. Branding?

What is branding, It’s all in how you position yourself in the market, making the consumer aware of who you are and what you’re delivering. This is the time where reinforcement of your message is necessary. Although some might say this is a long tailed strategy, if awareness is done right, you would have target the market and set an image of yourself for others to remember you by. Content marketing is great supporter to brand as it drive engagement and social sharing if done correctly.

  1. Leads, Leads, Succeed…

How do you defined your leads is the question you might be asking yourself. This varies between industries but conversion metrics from leads is the most rudimentary component to your marketing strategy. Your branding has lead you to this position, in which you have persuade or convinced a user to dive further into the funnel and give you information about themselves, giving you the “green light” to market to them. Some ways to measure conversions would be to track entry to an event, demo sign ups, subscriptions to month newsletter or even a follower on twitter.          

  1. Service the USER

In industry Customer Service is fundamental. Servicing your customer after they have made the decision to go with your product is the most fundamental part of purchase. Here is where you identity customers who will be brand loyal and repeat customers time and time again. For digital trends and agencies/brokerages alike can providing FAQ, Process Flow, Training and best practices for you service. This will help provide Transparency and gain trust, structure the content to solve and answer questions/problems even after purchase.    

  1. Retain the loyalty

Continue to nurture the relationship with one goal in mind, turn your consumers into brand advocates. Statistics show that most people trust referrals and recommendations from friends and families.

Transition these strategy tips into your market research for the perfect branding dynamite. Now onto the Stats:

-90% of all real estate buyers use the internet to search for homes. 78% of consumers prefer getting to know a company via articles rather than advertisements. 70% believe that organizations providing custom content are interested in building good relationships with them.

-Content marketing produces about three times as many leads per dollar as paid search. But real estate consumers are a diverse group, particularly when it comes to their age. 

Buyers are made up of: 31% Gen X, 28% Gen Y, 18% Late Baby Boomers, 14% Early Baby Boomers, and 10% are of the G.I. Generation.

Sellers are made up of 30% Gen X, 21% Late Baby Boomers, 21% Early Baby Boomers, 19% G.I. Generation,  and 9% are Gen Y.

Each of these groups has different needs and expectations of the real estate process, how will you create content to attract them? Use Data trends to create content personas that help you find topics you know each group will be interested in.

Gen Y families-76% of young buyers said the most valuable benefit their agent provided was helping them understand the process. Create an easy-to-understand beginner’s guide for the process.

Gen X families- 40% of Gen X buyers listed school district quality as a top factor in their choice of a neighborhood. Highlight the family-friendly nature of the communities you serve, and provide school district information.

Late Baby Boomers- 32% of late baby boomers planned to live in the home they purchased for sixteen years or more. Write a blog series addressing FAQ’s about purchasing foreclosed homes and emphasize long-term benefits.

Early Baby Boomers- 42% of this generation said heating and cooling costs were very important environmental features in a new home.  Create a guide about energy efficient home features, emphasizing that condos are much more energy efficient than houses.

G.I. Generation- 76% of G.I. Gen buyers purchased a home 2,000 square feet or smaller. Create a blog about small homes, profiling your most desirable small listings and offering tips for getting the most out of limited living space. 

Take not of the statistics, an appeal to all of your audience needs. By sourcing compelling and engaging content through planning, creating, distribution you must think about the entire market. Reach your verticals and explant the horizon. Remember, the generation X and Y will most likely be influenced to view your material via web, especially mobile whereas the early Baby Boomers are focused on print. Make sure to develop a strategy that meets all the rules and covers all the verticals, you’ll have yourself a recipe for success.

For more information on developing a content strategy, click here

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