Archive for the "Content Marketing" Category
5 Benefits of a Real Estate Blog
Having a real estate blog is a cost-effective and efficient way to grow your brand. Here are 5 benefits of maintaining an informative, valuable blog.
Highlights:
- Blogs provide real estate brands the opportunity to educate, inform, and even entertain readers through content.
- 81% of U.S. online consumers trust information and advice from blogs
- 80% of our website traffic comes from blog posts that are over six months old.
We get asked all the time, “Do I really need a real estate blog?” And the answer is: yes! The follow up question is “Why?” And the answer is simple: it works!
On a basic level, blogs provide brands the opportunity to educate, inform, and even entertain readers through content. They are an effective and relatively cheap tool to help grow your real estate brand. Search engines even consider blogs—and blogging frequency—when ranking pages.
I often tell our real estate clients to think of blog posts as opportunities. Every time you post, you create a chance to be found, to be liked, to be shared, and to be linked to other sites.
Still not convinced? Here are 5 of the top benefits of having a real estate blog.
5 benefits of a real estate blog
1. Get more traffic to your website
According to HubSpot, companies who blog receive 97% more links to their website than non-blogging companies. Not only that, but 81% of U.S. online consumers trust information and advice from blogs. These stats highlight how a blog can help your brand become a trusted resource for your audience—resulting in more website traffic and increased leads.
2. More visibility in search results
Search engine algorithms are getting more and more sophisticated. As they do, your site’s content becomes increasingly important.
Your content helps inform search engines about your site, improving your rank in relevant search queries (people who are searching for properties or real estate companies like yours). As you choose content for your blog posts, be mindful of the search topics for which you want to rank highly. Every time you publish a post, you create a new chance to reach someone looking for a property like yours.
3. More engagement on social media
Blog content is ideal to share (and link to) social media marketing campaigns. It can help undecided leads learn about your properties and sway them in a positive direction. Sharing your blog posts on your social media accounts helps give validity and authority to your company, as you disseminate content you created yourself.
4. Establishesyour industry expertise
When you blog about topics you are confident and knowledgeable about, it shows. You set yourself up as an industry expert. Create posts about the latest real estate trends, best practices, and neighborhood and community events to showcase your market knowledge. Your posts will be helping inform readers, while also establishing your brand as an industry expert.
5. Works even when you aren’t
Did you know that is takes up to two years for a blog post to see 99% of its impressions. In fact, we find that 80% of our website traffic comes from blog posts that are over six months old.
Why is that? Because, as with many things, blog posts improve with age and continue working even when you aren’t. Search engines give value to older content that has had more time to accumulate social shares, likes, and referrals from other web pages. The more relevant a blog post proves itself to be to readers over time, the higher it will rank in search engine results.
You hardly need more convincing, right?
Related posts:
- 4 Ways a Blog Can Help You Sell Real Estate
- Drive More Traffic and Generate More Leads with Your Real Estate Blog with our Editorial Calendar Template
- 5 Ways to Generate Real Estate Blog Ideas
Archive for the "Content Marketing" Category
How Digital Marketing for Real Estate Can Help Sell Properties
Digital marketing is the newest way to brand real estate. Here are the best ways to begin a digital marketing strategy for real estate that will help reach prospective buyers and tenants to ultimately close deals.
Increasingly, marketers are realizing the benefits of digital marketing for real estate over traditional types of marketing. From cost savings to increased lead generation, digital marketing can do wonders for your real estate business.
Real estate professionals are starting to catch on. According to Placester’s 2018 Real Estate Marketing Strategy Survey Report, 42.1% of real estate professionals surveyed plan to experiment with developing new types of content. And a whopping 94.1% plan to focus on creating new and unique content for their websites.
What is digital marketing?
Digital marketing is a new way to brand real estate through digital content and social media. A form of inbound marketing, digital marketing focuses on audiences finding you, allowing you to establish your brand as an industry leader, and let interested audiences come to you and your properties. This way, you draw in leads through interesting and engaging content.
Blog posts, social media, infographics, white papers, and videos are all types of content that you can use to market your brand. Blog posts that talk up the neighborhood in which your property is located, infographics that explain the purchasing process, or a white paper on how to search for an apartment are just a few examples of effective real estate content marketing.
How does digital marketing for real estate help you boost sales?
Particularly when it comes to luxury real estate, content marketing can help you in all kinds of ways. Most notably, it can:
- help you connect with qualified buyers;
- broaden your brand awareness;
- drive traffic to your property website;
- communicate real-time updates to potential buyers;
- generate leads;
- nurture leads; and
- sell your properties.
Where do I start?
If you’re looking to get started with digital and content marketing, FRE’s Director of Strategy Jennifer Yim recommends starting with social media and a blog.
“These tools can help you reach prospective buyers and tenants, nurture leads, and close deals,” says Yim.
Digital marketing is a new approach to an old strategy—one that’s putting real estate marketers in charge of the way potential buyers interact with their properties.
Need help getting started? Give us a call.
Related posts:
- Infographic: Content Marketing Statistics Every Real Estate Marketer Should Know
- 4 Types of Content Real Estate Marketers Need to Be Using
- How to Use Guest Posting as Part of Your Content Strategy
Archive for the "Content Marketing" Category
Survey: Social Media Use in Luxury Real Estate
We want to hear from you!
Take our luxury real estate marketing survey.
Luxury real estate doesn’t exactly sell itself — if you’re a real estate marketer, you’re well aware of this fact. The relatively limited customer base and competitive marketplace make it crucial for luxury real estate brands to set themselves and their properties apart.
When it comes to marketing luxury real estate, social media can be one of the most effective tools in your toolbox. Since real estate is inherently personal, even at the corporate and luxury levels, marketers can use social media to cultivate productive relationships with leads. The problem is, there is a lot of misinformation out there about best practices in social media marketing for luxury real estate.
That’s where you come in. We need your help to get the latest information on how real estate companies like yours are using social networking to move luxury real estate. We want to know: which networks are you finding to be the most helpful in generating leads? What’s working? What’s not?
If your company markets luxury real estate, we invite you to take the survey. It should take less than 5 minutes of your time. Responses will be reported in aggregate, and no identifiable information (individual or company) will be shared with anyone.
Responses are due June 30, so act now so your voice is heard. Provide your email address, and we’ll share the results so you can see how your company compares to the industry at large.
Please contact [email protected] with questions.
Archive for the "Content Marketing" Category
5 Effective Ways to Use Instagram for Your Luxury Real Estate Brand
With its highly visual platform and growing user base, Instagram is a natural fit for real estate marketing. Here are five ways to make Instagram work for your luxury real estate brand.
Highlights:
- Instagram posts should reflect your luxury real estate brand and maintain the overall tone you set through other marketing efforts.
- Successful brands on Instagram pay close attention to how their posts reflect their brand’s message.
- Hashtags allow your posts to be seen by users outside of your circle of followers, so using relevant, industry-specific hashtags is key in reaching new audiences.
Looking to engage with new audiences and connect with your target market? Instagram is the perfect platform for luxury real estate brands looking to expand their reach. In fact, engagement on Instagram is ten times higher than it is for Facebook, and the demographic is substantially more affluent—making it a no-brainer for luxury real estate.
But to get the most out of this highly visual platform, it’s important for real estate marketers to post the right kind of content. The content should reflect your brand and maintain the overall tone you set through other marketing efforts (i.e. your website, blog, etc.). Marketers who want to reap the benefits of marketing on Instagram need to do more than just post appealing pictures with fun filters. Here are five effective ways to make sure you’re getting the most out of your marketing efforts on Instagram.
5 effective ways to market your luxury real estate brand on Instagram
1. Focus on your target audience
Who are you trying to reach with your Instagram posts? Trying to post 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.
When creating (or curating) content for Instagram, 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. Cultivate your brand message
For luxury real estate developers and property management companies, branding is key for target buyers (or tenants) to know about your properties and understand the lifestyle that the property offers. Creating consistent brand messaging that reflects the tone and voice of your marketing collateral helps audiences grow brand awareness.
Successful brands on Instagram pay close attention to how their posts reflect their brand’s message. Posts have an overarching theme that mirror the overall brand image. Images should do more than just promote your properties. They should add value to your luxury real estate brand’s unique story.
3. Use CTAs
Conversions, revenue, business, and profit—they all depend on the Call to Action. Don’t just post interesting content, give your followers a chance to do something with your posts. CTAs are key to the success of any online marketing initiative, including Instagram posts. Try adding CTAs to each of your posts to encourage audiences to “take an action”. Providing opportunities for followers to visit your website or download valuable resources will boost conversion rates.
4. Make the most of your hashtags
Hashtags allow your posts to be seen by users outside of your circle of followers, so using relevant, industry-specific hashtags is key in reaching new audiences. Hashtags automatically function as links, making your posts easily searchable and available to users looking for specific hashtags. For example, if a user interested in San Diego real estate clicks on #sdhomesforsale, all public posts labeled with that hashtag will show up.
As you start experimenting with adding hashtags to your social media posts, make sure to:
- Use relevant terms.
- Research trending topics as you chose your content.
- Create your own hashtags to match your luxury real estate brand.
- Make sure the audience setting on your posts is “public.”
5. Check your analytics
Many real estate businesses struggle with measuring ROI on social networks. Even for seasoned digital marketers, the collection of data is one of the most daunting tasks. But it’s important to gain insight into the who, when, and where of your Instagram traffic.
Use Instagram Insights to learn more about the people interacting with your luxury real estate brand on Instagram. You can also see which posts your audience sees and engages with the most, as well as a breakdown of demographics. Analyzing your posts will help determine what’s working for your brand and where changes need to be made.
Need help getting started with optimizing your digital marketing efforts? We’re here to help.
Related posts:
- 5 Real Estate Instagram Accounts You Should be Following
- Measure Social Media Success in Terms of Potential, not Dollar Amount
- How to Measure Social Media ROI with Google Analytics for Real Estate
Archive for the "Content Marketing" Category
Infographic: Best Video Distribution Channels for Real Estate Marketing
Knowing the right video distribution channels for your real estate marketing videos can go a long way toward driving traffic and getting your content to your target audience.
Highlights:
- Choose video distribution channels that match your marketing goals.
- Don’t underestimate the power of your own network — use this network as the starting point for distribution.
- Paid ads can give video an extra boost.
You made the leap and embraced video marketing, the latest trend in digital marketing. The videos are informative and show what makes your brand unique, BUT they are not getting the views or shares you were expecting.
After dedicating your time and hard work (not to mention, marketing dollars), you want to make sure your real estate marketing videos are getting in front of your target audience and helping move buyers down the sales funnel. How can you do that? The answer is distribution.
Choosing the right platform (or platforms) to distribute your videos will help boost reach and ROI. But how do you know what platforms are right for you? Platforms and marketing trends are constantly changing; it’s hard to know which distribution channels are best for your target audience. Let us help.
Here are the four best video distribution channels for your real estate marketing videos.
1. Your network
Don’t underestimate the power of your own existing network. Send your videos, via email, to your primary contacts and everyone in your current database. In a recent study, emails with video had a 96% higher click-through rate than emails without video. With such increased engagement numbers, including video in your emails is surely a homerun.
2. Social media
Platforms like Facebook, Instagram, Twitter, Snapchat, and — of course — YouTube are great to reach your target audience. Within the social media category, you want to consider which platforms suit your content best. YouTube is a great place to start, but there are also many real estate specific online forums and social groups that can benefit you as well.
And don’t worry if you have longer videos that won’t work for platforms like Instagram. You can easily create teaser videos for promotion on Instagram that link to your long-form videos embedded on your website or video channel.
3. Blogs
Blogs are one of the easiest ways to drive organic traffic and increase lead generation. Promote your video on your own blog to reach your followers and boost your SEO. Blogs are also a great place to experiment with different types of marketing videos. Whether video tutorials, interviews, or even “Get to Know Us” videos, your blog is great place to capitalize on your videos by integrating them into your existing marketing efforts.
4. Paid ads
While the first three video distribution channels that we discussed are organic, sometimes it is well worth it to use paid ads to give your videos a significant boost, such as Google Ads. Paid ads help get your videos in front of prospective buyers and renters faster than would happen organically. Pair quality video with a comprehensive digital advertising strategy, and you will be in a position to drive more traffic, create more brand visibility, and sell or lease more properties.
Bottom line
We live in a highly visual world. Real estate marketing with video is an immediate and effective way to reach your audience and show them what makes your brand and properties special. Using the right video distribution channels helps you get the most out of your video marketing efforts.
Related posts:
- 6 Simple Tools for Creating Animated Real Estate Marketing Videos
- 4 Real Estate Blogging Tools You Should be Using
- 3 Ways to Boost Your Real Estate Marketing with Video
Archive for the "Content Marketing" Category
Top 5 Real Estate Marketing Influencers
Influencer marketing capitalizes on the relationship between popular influencers and their followers to help your property get in front of the right buyers. Here are five of the top real estate marketing influencers in 2019.
Highlights:
- Influencer marketing is a form of marketing in which real estate marketers identify individuals who have influence over potential buyers and create marketing campaigns and activities around them.
- Real estate buyers trust influencers talking about your properties more than they trust you talking about yourself.
- Here are five of the top real estate marketing influencers whose content marketing strategies are driving their success.
Influencer marketing is a form of marketing in which real estate marketers identify individuals who have influence over potential buyers and create marketing campaigns and activities around these influencers. Why is this so effective? Because real estate buyers trust influencers talking about your properties more than they trust you talking about yourself.
Is influencer marketing effective?
The State of Influencer Marketing 2019 report shows that real estate marketers are already taking full advantage of this trend with 91% of marketers finding influencer marketing to be effective.
With the real estate industry constantly changing, it’s imperative for marketers to stay on top of new trends. There are tons of talented marketers posting daily content to attract new buyers. Here are five of the top real estate marketing influencers whose content marketing strategies are driving their success.
Top 5 real estate marketing influencers
1. Jay Baer
Jay Baer has 26 years of marketing and customer service expertise teaching businesses how to create a different customer experience that they notice and talk about. He is a New York Times best-selling author, founder of Convince and Convert, and co-author of Youtility for Real Estate. The book focuses on the core premise of Youtility — making your marketing so useful that people would pay for it — and shows how it works for real estate. With over 14,000 followers on Instagram alone, his blog, video, and social media posts are packed full of content marketing tips and are an excellent resource for real estate marketers.
2. Tom Ferry
Founder of Tom Ferry International, Ferry is a real estate coach and best-selling author of Life! By Design and Mindset, Model and Marketing! Ranked the #1 Real Estate Educator by Swanepoel Power 200 and racking up almost 50,000 Twitter followers, Ferry’s ever-growing influence impacts professionals in a wide variety of ways, including rigorous accountability coaching. His popular show, #TomFerryShow, delivers free, fresh, and relevant weekly real estate tips.
3. AmyChorew
Amy Chorew is a learning and technology trend expert, author, speaker, social media maven, and realtor. She is an expert on leveraging online marketing tools to dramatically increase property sales and is currently developing the learning platform for Better Homes and Gardens Real Estate. Chorew has over 20,000 Twitter followers and posts daily marketing tips aimed at real estate brands and developers.
4. Katie Lance
Katie Lance is strategist who specializes in social media and content marketing. She has worked with many real estate brands, including RE/MAXX LLC, Docusign, Homekeepr, and hundreds more. Lance is a trained public speaker focusing on the latest tools and strategies in social media, mobile, and technology. Her book, #GetSocialSmart, was a best-seller on Amazon. With over 31,000 Twitter followers, Lance creates and curates posts and video — check out her Vimeo channel — to educate real estate marketers on the latest trends and marketing idea.
5. Seth Price
Seth Price, author and keynote speaker, is a branding expert dedicated to empowering personal brands to turn recognition into revenue. Author of the new book, The Road to Recognition, An A-to-Z Guide to Personal Branding, Price is an expert on turning real estate brands into household names. He is the vice president of sales and marketing for Placester and one of the authors of their blog. Price also hosts “The Craft of Marketing and the Marketing Genius” podcasts, in addition to being a regular contributor to the Huffington Post, Marketing Profs, Realtor Magazine, and Inman News.
Related posts:
- 5 Real Estate Marketing Strategies for 2019
- How Inbound Marketing for Real Estate Works to Improve Sales
- How to Explain Content Marketing ROI to Win (or Keep) Buy-In
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