4 Steps to Building a Successful DIY Content Marketing Strategy for Real Estate

Elizabeth Hines

7 years ago

Looking to DIY a content marketing strategy? Get started with these steps.

Are you trying to create a content marketing strategy for your property but don’t know where to begin? Even the language around content marketing can seem foreign to newcomers.

Setting your content marketing strategy is a crucial first step in trying to reach your target buyers or tenants. Before you begin writing blogs, creating video content, and posting tweets, you need to set goals.

A content marketing strategy outlines the methods by which you will target, reach, and engage potential buyers. Here are four steps to creating a successful foundation if you’re planning to begin a DIY content marketing strategy.

Steps to building a DIY content marketing strategy

1) Identify your buyer persona(s).

Trying to write compelling content for an unidentified audience is like taking a shot in the dark. Knowing who your ideal buyer or tenant is allows you to create content that is informative, educational, and entertaining to that specific person.

The more detailed you can be with your buyer persona(s), the more specific and effective your content can become. The personal connection is particularly crucial for real estate buyers, and understanding your target audience is key to making that connection.

2) Define goals and objectives.

Your content goals should be a direct reflection of your business goals. What do you want your content marketing efforts to accomplish for your company?

Top marketing goals for content marketers include converting contacts/leads to sales, growing website traffic, and increasing revenue. Make sure you include short-term and long-term goals and that you frequently refer back to these goals to make sure your strategy is on track.

3) Develop and distribute content.

Once you have identified your audience and defined your content goals, you can begin to educate yourself about the distribution platforms that will work best for introducing buyers to your property.

Let’s face it: Social media is not a one-size-fits-all solution. It’s imperative you know not only what to post, but where to post it. Buyers and renters of different demographics use social media differently. You’ll need to determine what platforms your target buyers are using and how to reach them effectively.

4) Put your knowledge to work.

Once you have worked through the initial steps of planning a successful social media strategy, the real fun begins. It’s time to start pushing valuable, effective content out to potential buyers.

Just remember that your strategy should be fluid so you can adjust it as necessary. Especially if you are selling/renting a multi-unit property, you’ll have to change your messaging to move different units (i.e. penthouses vs. smaller units). But even if you’re not, buyers and social platforms change with time, so keep refining your strategy as you go.

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