If you’re committing these content marketing don’ts, you could scare away real estate buyers instead of attracting them.

As a real estate marketer, your job is to attract prospective buyers and tenants — so the last thing you want to do is misfire and scare people away. Yet, only a third of content marketers rate their content marketing strategies as extremely or very effective.

You want — and need — to be a voice that steers your company through a side of the business that is ever-changing. But even with the best intentions, you might be approaching your audience with the wrong tone, and that can cost you sales.

We’ve got just the plan to make sure your content is in check with what buyers and renters want. Here is our list of content marketing don’ts — the top four offenders that scare away real estate buyers.

4 content marketing don’ts

1) Don’t be generic.

Understand your audience and what makes them click. Real estate buyers want to feel a special connection with the property they buy. If your messaging isn’t personable and personalized, you run the risk of disengaging potential buyers.

Create content that is audience-focused, honing in on what your audience wants to read, not what you want to tell them. Do your research and position your content marketing strategy to focus on prospective buyers’ wants and goals — not yours.

2) Don’t try to sell, sell, sell.

Trying to pass off a blatant sales pitch as content will only hurt your content marketing efforts. Readers view content that isn’t sincere, informative, or authentic as disingenuous, and they’ll quickly turn away.

The same goes for content that’s filled with excessive keywords and multiple links meant to boost SEO results. Everything should be done in moderation so the potential buyer — and search engines — isn’t turned off.

Don’t expect your content marketing strategy to result immediately in increased dollars. Building rapport with your target audience takes time with an often-delayed payout.

3) Don’t sacrifice quality.

If your content is shoddy and low quality, potential buyers won’t bother with it. By and large, your prospects value quality, consuming content that offers value and is relevant to their needs and interest in private or commercial real estate.

Rather than publishing many low-quality blog posts, stellar content that stands out will go a long way in improving the buyer’s perception of your property. And adding a variety of media (e.g., photos, videos, infographics) to posts contributes to their value and boosts credibility. Video is an especially powerful medium in real estate marketing. Images and videos take extra investment, but they go a long way in helping the buyer visualize themselves in a property.

4) Don’t go unplanned.

Ensure your content is relevant by documenting a strategy, following it, and adjusting it as needed. An editorial calendar is a great place to start.

Brainstorm ideas for content with colleagues and buyers. Document your goals and methods, and create a plan for attaining them to give your marketing plan organizational clarity. Consistency is king — haphazard content marketing won’t get you anywhere.

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