Real estate content marketing 2023
Content marketing is a core business strategy for real estate professionals, and diversifying content is the secret to success. Agents need to meet buyers where they're at digitally, socialize the "keep in touch" strategy, and work with smart digital content tools that help streamline workflows.
The National Association of Realtors (NAR) found that 73% of homeowners are more likely to list with a real estate agent who uses videos to sell a property. Millennials and Gen Z are embracing video marketing, with 39% of millennials comfortable buying a home online, and 59% of those aged 27 to 41 confident about making an offer without seeing the property in person first.
The shift from print to digital content is ongoing. TB Realty Group, for example, has moved all their marketing content to digital, using tools to create digital brochures and flipbooks. This approach has been well received by their market and client base.
The traditional "keep in touch" strategy is evolving, with a focus on sharing digital brochures before and after showings and amplifying social marketing tactics. High-quality visuals and audio, such as 3D tours embedded in interactive digital flipbooks, are important in this strategy.
The Saint Lucia Preserve markets to current and prospective members by delivering digital content showcasing amenities, scenic houses, and hikes. They distribute a monthly newsletter to real estate agents, prospects, and local industry partners, and use personalized one-to-one emails for prospects.
Content needs to be optimized for mobile platforms, as 70% of total digital media time in the U.S. is spent on smartphones.
User-friendly solutions like Canva, InDesign, and Mailchimp help streamline, automate, accelerate, and analyze digital content efforts. Real estate professionals can use these platforms to craft digital content, distribute it to audiences, market themselves, engage with followers, build partnerships, and more.
58% of real estate companies already have a digital marketing strategy. Platforms like Buffer and Hootsuite provide real-time analytic tools that marketers and real estate agents can use to track and report the success rates of their content marketing initiatives.
Implementing robust content marketing solutions allows agents to prove the value of their efforts, evaluate and plan new outreach strategies, and drive engagement and conversions.
The real estate industry has always relied on technology. With new technologies emerging, agents must modify their approach to selling and purchasing property by relying on data analysis, virtual reality, well-crafted digital content, or a combination of these.