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Best Ways Real Estate Agencies Can Leverage Content Marketing for Better Exposure



For many decades, real estate has remained one of the most profitable and secure investment strategies. That’s why the overall real estate revenue in the USA has already surpassed US$369.90bn and is still growing at an annual CAGR of 3.71%. For an average American – working 9 to 5 – buying a real estate property, be it a house or a rental property, is an achievement. More than a financial decision, it’s an emotional investment as it’s a step forward in their adulthood.

That’s why realtors and real estate agencies cannot rely on traditional marketing practices to reach their potential buyers. If you want to attract customers to your real estate website, you’ll need a strong marketing plan to connect with the buyers. In addition to real estate SEO, utilizing content marketing is another way to establish a strong connection with the customers and navigate them through the entire sales funnel. 

But, the real question is which content marketing tactics are ideal for a real-estate SEO campaign? In this guide, we’re going to answer this question and share different real estate content marketing strategies that’ll provide you with better brand exposure. 

So, without any further ado, let’s dive in. 

1. Start With Devising a Plan

What are your goals with real estate SEO? Are you planning to increase your website traffic or do you need to increase conversions by directly selling services to the customers? 

Based on your business objectives, you can start choosing content formats that’ll help you engage your potential customers. For instance, if you’ve listed properties on your website and need more exposure, you can create dedicated promotional videos. As compared to written content, visuals offer better engagement and you also have the liberty to share more information in videos. 

However, if your goal is to drive more website traffic, it’ll be crucial to add relevant, keyword-stacked, and informative content on your website that meets the user intent. 

2. Design a Blog Page and Publish Regular Blogs

Yes, blogs are still an effective real-estate SEO strategy to gain better exposure and push your website’s search engine rankings. However, you can’t expect to achieve these goals with random and low-quality blogs. 

It’s important to understand that real estate is a competitive industry and your competitors are most likely to be publishing high-quality content on their websites. So, to get ahead of these competitors, it’ll be crucial to add relevant and high-quality blogs on your website that could educate customers about the new trends in the industry. 

Moreover, while writing blogs, make sure to add relevant keywords to rank your website for target key phrases. Having keyword-enriched blogs will push your website’s positions in SERP and you’ll be able to secure top positions without any hassle. 

3. Stay Active on Social Media

Many real-estate SEO experts consider social media as an effective marketing tool for realtors and real estate agencies. 

Irrespective of your business goals, social media can help you connect with potential customers and gain better brand exposure. Not to mention, you can promote the available properties on a daily basis and use your social media handles to connect with the buyers. 

These days, platforms like YouTube and Instagram also allow people to share short-form videos in the form of Reels and YouTube shorts. These types of short videos are a great way to engage potential buyers and promote your properties more conveniently. 

In addition to this, you can also post regular updates on your social media handles to stay active and follow a consistent posting routine. 

4. Utilize Email Marketing to Promote Your Content

So, you’ve published high-quality content on your website. But, how will it reach the right audience? The answer is email marketing! Even in 2022, email marketing can do wonders for your business, given that you have the right execution. 

Instead of buying an email list on the Internet, take your time to curate a list with potential buyers’ email data. One of the easiest ways to do this is to ask website visitors to sign up for your newsletter.  

Once you have an email list, share regular newsletters to promote your latest blog topics as well as services. Even though the process might be a bit time-consuming, the final results will be completely worth your efforts. 

5. Master Storytelling

As we mentioned earlier, buying a real estate property is an emotional investment for many people. You can’t win over customers’ hearts by writing regular blogs. 

It will be crucial to add a personal touch to your content and devise a storyline that keeps the customers engaged. It doesn’t matter whether you’re writing a blog or creating a video, having a storyline will separate your content from your competitors. Not to mention, this will give you a unique brand identity and gain better exposure. 

6. Use Quora

How many times have you searched for a query and found the answer on Quora? Well, if you surf the Internet regularly, it’s quite possible that you regularly visit Quora to find answers to various queries. And, you’d be surprised to know that a wide majority of your customers are most likely to be doing the same. 

They might be using Quora to find real estate tips, nearby realtors, or the best real estate properties in their neighborhood. In every case, you can post relevant answers on Quora and easily redirect customers to your website. 

However, do not write these answers as a sales pitch for your business. Instead, try to add value to your answers and ensure that they resolve the user queries. 

7. Add Virtual Tours on Your Website

Before buying a real estate property, having a property tour is the go-to method to make the right decision. 

However, it’s not always possible for customers to visit each property one by one. This is where technologies like AR/VR come to your rescue. You can use platforms like Google Tango and RoOomy to create virtual tours for your properties and directly integrate them into your website using API integration. 

These virtual tours will allow buyers to compare different real estate properties right on their laptops. Since they won’t have to visit each property individually, it would become less hectic to find the right property. In a nutshell, you’ll acquire long-term customers and nurture healthy client relationships. 

The Bottom Line

Due to the high competition, realtors and real estate agencies often struggle to establish their brand presence. Along with all your other marketing efforts, content marketing is another approach that could put your brand ahead of the curve and generate quality leads. 

But, this is only possible when you publish high-quality, well-optimized, and intent-based content. You can also hire our professional real estate SEO experts to garner the desired exposure through content marketing. With an in-house team of content marketing experts, we’ll devise personalized marketing plans to help you connect with the right customers more effectively. 

Ankush Chhoda

Professional IT executive & business leader by passion having a keen interest in delivering market-centric web & mobile solutions.