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4 Types of Content Real Estate Marketers Need to Be Using

by Elizabeth Hines | Oct 2, 2018 | Blog, Content Marketing, Real Estate Marketing | 0 comments

As the real estate industry shifts, it’s time for marketers to shift with it. These four types of content are keys to marketing real estate in the digital age.  

The real estate world has seen seismic shifts over the past few decades. Yet, it has been slower to change than other industries, which have been transformed nearly beyond recognition as the Internet continues to radically alter the way business is done.  

The real estate industry is primed for innovation, particularly when it comes to marketing. As technology and digital media keep growing at unprecedented rates, real estate marketers have an opportunity to start putting different types of content to use to engage potential buyers and renters.  

However, many are still slow to adopt content marketing. According to real estate investor Zamir Kazi, “Far too many in the real estate space simply still don’t get it when it comes to content marketing. I see so many still relying on old school methods vs. things such as social media, blogging and so on.” 

For those willing to take advantage newer modes of marketing, the opportunities are vast.  

If you’re a real estate marketer, consider making these four types of content part of your strategy: 

1. Educational Content 

You’ve probably heard the phrase “educational content” tossed around in discussions of content marketing, particularly in other sectors. Content that educates is highly preferred by buyers across the board and supports a fundamental principal of content marketing: your most valuable commodity is not your properties, but your expertise and thought leadership. 

Creating content that educates your audience — for example, a piece about finding investment opportunities for your target client-base — establishes you as a trusted source of useful information. And it means your readers are far more likely to become your clients. 

2. Branded Content 

Creating effective branded types of content is all about ensuring that your audience is “consistently seeing your name, style, and thoughts,” while avoiding “being too promotional and one of those spammy real estate-types,” writes Forbes contributor Steve Olenski.  

James Becker, CEO and founder of Fusion Growth Partners, suggests that the “story” of a brand should be at the root of all content and marketing efforts. “An agent’s story, if expressed well, conveys in an immensely impactful way, insight into that individual’s character, passion and commitment to their clients,” he says. “The story can create an almost tangible expectation for the reader to the level of service and authentic connection they will receive as a client.” 

3. Email Content

Getting email content marketing right can be tricky. Of course, step one is gathering an email list. Olenski suggests that “When you think about your email marketing strategy, your first thought should be: ‘What content or experience can I create that will make someone give me their email?’” 

Once you’ve established a list of emails, you can experiment with different types of content, and refine your list, segmenting it into different buyer types. Email marketing is a great place to experiment with automation. 

4. Entrepreneurial Content 

“Real estate is similar to entrepreneurship in that it requires sourcing projects and adding value through the process,” writes Olenski.  

For example, according to Joe Pierson, CEO of BigKeyRealestate, “Agents should try to tap into the huge income potential of people who work in tech by framing real estate as an entrepreneurial endeavor suitable for their backgrounds. This is definitely difficult for the average real estate agent to do, but could open up a wealth of new buyers to work with.” 

The bottom line is that content marketing is about generating value for customers and finding the types of content that cement your reputation as a trusted knowledge-source. 

Related posts:

• Using Content Marketing to Market and Sell Luxury Real Estate
• 4 Types of Content You Need to Sell Real Estate (Besides Listings)
• 4 Real Estate Marketing Trends 2018

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5 Real Estate Instagram Accounts You Should be Following

by Elizabeth Hines | Aug 28, 2018 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Instagram continues to lag behind other social media platforms when it comes to real estate marketing. But these five accounts have it figured out—follow them for ideas on how to use Instagram to promote your brand and properties.

Instagram remains an emerging platform for real estate professionals, and, given its overall popularity, it’s puzzling that it hasn’t taken over the real estate marketing world. With the majority of real estate searches beginning online, social media is an ideal way to showcase listings.

As the average age for other social media platforms rises, Instagram has a lower average user age, and furthermore, much of its success comes from the fact that it keeps advertising much less invasive than its competitors. That doesn’t mean that Instagram marketing isn’t effective though. It’s time for real estate marketers to take advantage of this platform.

Here are five of the top real estate Instagram accounts that are using their profiles to boost their marketing efforts.

1)     realestatelegend

Who doesn’t like a good meme? Realestatelegend has garnered a loyal following by posting memes that give real estate professionals and enthusiasts a laugh. It’s a great reminder that, while we devote a tremendous amount of time and energy to educating and persuading our followers, entertaining them can sometimes be just as effective.

2)     realestate_academy

Boasting over 133K followers, realestate_academy is one of the most popular real estate pages on Instagram. It makes use of the visual nature of the platform to highlight beautiful photography, as well as professional development posts and audience engagement.

3)     beginninginthemiddle

Everybody likes a good before and after story! Beginninginthemiddle is the output of a husband and wife team, dedicated to low-cost/high-drama renovations. They post incredible transformations—a great reference point if you’re trying to show prospects the potential in a fixer-upper property.

4)     galloestates1

Ok, so it might not be for everyone (I don’t necessarily want to see my real estate agent lifting weights), but this Beverly Hills-based realtor has one thing figured out: brand building with a personal touch. His Instagram account is engaging, and a good reminder that real estate is personal. You don’t need to post gym selfies if that’s not your thing, but Instagram is a great place to give your brand a face.

5)     the_real_houses_of_ig

With a whopping 1.8 million followers, the Instagram account of The Real Houses founder and editor Kate Rumson is a visual smorgasbord of her brand. Her posts demonstrate her talents in interior design, real estate investment, development and construction, and social media. What’s most striking is the beautifully composed photography and compelling visuals.

Feeling inspired? Get Instagram-ing, and tell us about your efforts.

Related posts:

• Social Media Trends for 2018 Real Estate Marketers Need to Know
• 10 Social Media Statistics for Real Estate Marketers 2018
• How to Use Social Media Hashtags in Real Estate Marketing

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Blog

by Fronetics | Feb 2, 2016

Real Estate Blog 6 Luxury Real Estate Trends to Keep an Eye On by Katie Russell | Sep 17, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 CommentsFrom security and privacy measures to wellness amenities, here are six luxury real estate trends for marketers...

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Social Media for Real Estate: 5 Social Media Hacks to Grow Your Business

by Elizabeth Hines | Nov 6, 2018 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

Social media and real estate are a natural match. These five strategies will help you make the most of this powerful set of marketing tools.

Social media for real estate marketers is a powerhouse. These are free platforms that marketers can use to share their businesses with the public, generating plenty of returning customers in the process. These five social media hacks are a great place to get started growing your real estate marketing business.  

1. Find your brand identity using social media for real estate 

One of the top frustrations among new social media marketers happens when they try to create a strong following based solely on name recognition. In order for your target audience to be reached and engaged, your brand’s identity needs to be fully fleshed out and presented in your online profiles. Presenting a strong brand identity gives potential buyers the tools to find you, and to decide that you’re the right match for them.  

2. Diversify across platforms 

While Facebook still reigns supreme in the social media universe, if you aren’t connecting with users on other platforms, you’re missing out on huge opportunities. While each platform requires its own content and posting strategy, you’re essentially presenting your brand identity from the various angles allowed by different platforms. Not only that, using multiple social media platforms helps improve your search engine rankings.  

3. Get social—connect with relevant groups 

We’ve written before about the value of guest blog posting when it comes to real estate marketing. The same holds true for your social media for real estate strategy. Finding relevant influencers for your brand, and affiliating with them on social media is a great way to reach a broader segment of your target audience. Reach out to influencers to ask them to share your content—it’s a win for both of you. 

4. Keep up with the latest 

Staying up with what your audience and community on social media is talking about helps ensure that your content is relevant and engaging. Follow hashtags that are relevant for your real estate business, for example, and when you see content that resonates, share it on your own profiles, along with some analysis. 

5. Use SEO tools 

SEO tools (like Google Trends, Similar Web, and more) aren’t just for websites—they’re an excellent way to boost your reach when you leverage social media for real estate. These tools can help increase your follower counts, as well as your post visibility. In turn, your search rankings will get a boost. 

Building your real estate brand can seem like a daunting task, but social media for real estate provides real estate marketers an easy-to-use set of tools. Be strategic about your content and strategies, and watch your business grow and develop. 

Related posts:

• Must-Know Social Media Strategies for Real Estate 
• 10 Social Media Statistics for Real Estate Marketers 2018 
• Social Media Can Be a Strategic Weapon in Real Estate Marketing 

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Top 10 Social Media Posts 2018

by Katie Russell | Dec 18, 2018 | Content Marketing, Real Estate Marketing, Social Media | 0 comments

Here are Fronetics Real Estate’s most viewed social media marketing posts from the past 12 months.  

We all know real estate marketing is increasingly intertwined with social media. These platforms are extremely powerful ways to engage with potential buyers and renters, and to reach new audiences. At Fronetics Real Estate, we write a lot about how to use social media for real estate marketing.  

These are our top 10 social media posts from 2018. 

1. 10 Social Media Statistics for Real Estate Marketers 2018 

No matter what happens, we can always count on one thing to stay the same: Social media will always be changing. 2018 has been a remarkable example of that thus far, particularly in regard to platforms like Facebook. Every so often, we like to take a step back and look at what the data is telling us about where social media is heading and what that might mean for real estate marketers. Read more.  

2. How Will Facebook Marketplace Housing Affect Real Estate Marketers?  

If you’re a real estate marketer, Facebook’s newest foray into the social marketplace is likely to impact your strategy. In November, the ‘Book announced it would begin allowing users to search for housing rentals and sales on its Marketplace platform. For those who are unfamiliar, Marketplace is Facebook’s answer to Craigslist — a platform that lets users buy and sell items near them. Read more.  

3. Social Media Trends for 2018 Real Estate Marketers Need to Know 

If there’s one thing real estate marketers can be sure of in the coming year, it’s that social media will continue to dominate the marketing landscape. Social media presents tremendous opportunity, particularly if you’re aware of upcoming trends. Read more.  

4. How to Use Social Media Hashtags in Real Estate Marketing 

You’re likely to be vaguely aware of hashtags, at least in your personal social media life. But perhaps you’re not intimately familiar with how they can play into your real estate marketing strategy. Whether you #lol at it or not, using social media hashtags wisely can actually be a major boon to your social media marketing efforts. Read more.  

5. A Visual Guide to Social Media Posting Frequency for Real Estate 

“Content is king, but distribution is queen and she wears the pants.” These are wise words from BuzzFeed’s Jonathan Perelman, indicating that creating interesting and pertinent content is just half the battle. To reach your target buyer or tenant, raise brand awareness for your property, and drive sales, your content needs to be delivered consistently over time, at the right time, and on the right platform. Read more.  

6. 4 Things to Do in Light of Facebook News Feed Changes 

Mark Zuckerberg once again rocked the world on Jan. 11 — at least for businesses — when he announced that the Facebook News Feed was evolving to include less public content, meaning content from Pages of businesses, brands, and media. The algorithm will now prioritize posts from friends and family (over public posts) and those that “spark conversations and meaningful interactions between people.” Read more.  

7. Should I Be Using Facebook Carousel Ads? 

Facebook carousel ads offer a highly visual and engaging way to promote your properties. Not only that, Kinetic Social recently found that carousel ads are up to 10 times more effective than static sponsored Facebook posts at driving traffic to advertisers’ websites. And if that’s not enough, they boast a 72% higher click-through rate than single-image mobile app ads. Read more.  

8. 5 Real Estate Instagram Accounts You Should be Following 

Instagram remains an emerging platform for real estate professionals, and, given its overall popularity, it’s puzzling that it hasn’t taken over the real estate marketing world. With the majority of real estate searches beginning online, social media is an ideal way to showcase listings. Read more.  

9. Must-Know Social Media Strategies for Real Estate 

Real estate is a people business. That’s why you should leverage a marketing tool that is also all about people: social media. If you have not begun developing social media strategies for your real estate business, now is the time to get started. Consider for a minute that in 2017, 81% of Americans had at least one social media profile. And the numbers are projected to continue skyrocketing: by 2020, 200 million people just in the U.S. are estimated to be on social media. Read more.  

10. Measure Social Media Success in Terms of Potential, not Dollar Amount 

One of the trickiest things about implementing a social media strategy is that social media success can be difficult to measure. While most real estate professionals acknowledge that a social media marketing presence is important, it’s hard to make a case for resources when you can’t precisely quantify the value in terms of dollar amount. Read more. 

Stay with us in 2019 for the latest on social media real estate marketing. Which posts will you find the most useful and interesting?  

Related posts:

• Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers
• 4 Steps to Building a Successful DIY Content Marketing Strategy for Real Estate
• Start Your Property’s Social Media Program in 6 Steps