How to develop a content strategy in real estate? This is an essential question to ask yourself to adapt to current digital trends and get ahead of the competition. The content strategy has become central in theinbound marketing : it consists of offering expert content that naturally attracts prospects seeking information.
The real estate market has undergone profound changes since 2020. These are twofold: first, housing preferences have shifted massively away from the centers of large metropolises toward inner suburbs and even the countryside, which has caused a noticeable shift in average price per square meter.
Next, prospecting practices themselves were disrupted by the pandemic and have taken a clear digital turn.
In this context of major changes in the real estate marketing sector, this article aims to be a guide: how to develop a content strategy in real estate?
What is "content marketing"?
Today, consumers increasingly get information online, whether to buy a product or to learn about a service. Optimize your content with the primary objective of generating traffic and attracting new targets. When your market is saturated, it is essential to stand out with quality content: "content marketing" is made for that.
With relevant content — and not just generic material SEO that evolves according to algorithm updates — you will be able to meet your audience's expectations by providing information that is useful to them. If that is the case, they will want to read it and even share it, thus generating "leads".
The more specific the content, the more it helps improve your SEO ranking on the web. The theme of your articles must respond relevantly to their queries. This approach requires setting up a content strategy with clear objectives from the start.
How to develop a content strategy in real estate
1. Observe and understand the market
Observe and understand the digital customer journey
Before any action, you must observe the behavior of the target customer. This is the foundation of a tailored and adaptive marketing strategy. Current potential clients do a lot of research during their prospecting phase, and again during their decision phase. They therefore spend a lot of time moving from one site to another in search of scattered information.
The ideal in terms of marketing content is therefore to offer them everything in one place. Plan content that follows the different stages of their real estate project step by step:
- Desire
- Consideration
- Prospecting
- Financing
- Decision
- Purchase
Observe and understand competitors' approach
The goal is to stand out from the competition by offering expert content that appeals as much to your visitors (to increase your conversion rate) than to Google (to boost your SEO).
Your "chance" in the real estate sector lies in the fact that real estate players (agents, investors, and developers) often focus on the product and present it in a fairly uniform, rarely revisited format.
It's up to you, then: a content strategy that includes all searches related to the same topic, for example, will most likely be preferred to a competing site where the article, even if high-quality, has poor external linking and therefore cannot keep the visitor on the site for long.
Conversely, by showing that you understand your prospects' thought processes, doubts, and needs, you create closeness and trust, which are the essential bonds for a potential significant purchase later on.
Organize the development of your content strategy
On substance
Substantively, to stand out and promote your properties you need to tell a quality story around the product, rather than just offering a quality product.
Your content should answer users' questions while opening up real estate perspectives never seen before, and explain issues (renovating older buildings, bridge loans, co-ownership, etc.) in plain language while leaving room for dreaming (imagination plays an underestimated role in any purchase).
On form
For an effective real estate content strategy, you'll need to organize production rigorously to deliver regular, consistent content that is often updated according to market developments.
This requirement entails a strict editorial calendar, as well as solid experience in writing briefs and managing writers.
Choose the right tools and formats
Select the right tools
To perform well, you'll need to adopt CRM and project management tools. These will provide a clear break and a noticeable time saving compared with more traditional exchange methods.
Select the right formats
It's in presentation that you can claim a strong advantage over your competitors. Offer a systematic presentation of your properties as virtual tours. Recycle the content of your in-depth articles into shorter, more playful formats to reach as many prospects as possible and offer an ever more personalized customer experience: Q&A, true/false, tutorial, serious game, quiz…
By combining informational expertise with fresh entertainment, you'll capture your prospects' attention best and noticeably increase your conversion rate while cultivating a brand image that is both friendly and expert.
Short on time to do it yourself, or simply want to talk about your project with a digital communications expert?
For a calm and effective real estate content strategy, entrust your content to professional writers like those you'll find on Redacteur.com.
How to succeed with your digital real estate promotion?
Several criteria are important to define upstream to succeed in your digital real estate promotion. A content plan is defined according to:
The profile of your target group (buyer personas)
Defining your target is knowing "the language" of those you communicate with. That way, you can send tailored messages. The profiles of these "buyers personas" — or "marketing personas" — can be multiple but you need to know their expectations, their problems and their habits in order to offer an appropriate solution to their needs.
The precise definition of your field of expertise
Who are you in relation to the real estate market? Who do you want to become in the eyes of your marketing target? Support your persuasive arguments so you can write content be appropriate. This will be your brand image.
The editorial line to adopt
It's up to you to choose the personality of your content and the tone you want to adopt to be most in line with your target: intimate, commercial, or "educational", etc.?
The objectives of your content marketing
Do you want to strengthen your brand image or acquire new prospects? Do you want to develop your commercial objectives?
Regularly publishing quality content
Keep them informed of developments in the real estate market but also, regularly, publish articles about your own real estate project.
Write a smart real estate development plan
Captivate your audience with tailored content
Writing content of quality (and unique), it's knowing how to meet the expectations of future homeowners. To do this, audit your current content to define the keywords and topics to address.
Topics must be relevant, informative and well written. Use keywords (SEO), carry out smart communication and share strong content. Once online, your content will become resources to provide solutions, often free, to your prospects' questions.
Be concrete and logical in your content writing: this will generate optimal traffic, help you acquire leads, and earn quality backlinks.
Showcase your strengths as a real estate expert
Highlighting your field of expertise is also a way to differentiate yourself from the competition for buyer audiences. In a saturated real estate market, you need to stand out by creating a bond of trust.
This is achieved through communication, availability, and listening to your clients' requests. Your skills in these areas—technical, commercial, but also human—are important to highlight in your content.
Tell your story with striking storytelling and by adopting an unusual tone, why not?
Meet your clients' expectations
Thanks to your content, you will be able to provide ideal solutions for your future property owners. As their questions arise, you can enrich your own answers.
By becoming increasingly relevant to the problems of your targets, you will strengthen your brand image. Once the sale is concluded, continue to inform your clients to keep and retain them.
Diversify the topics to cover
Choose topics that may be of local interest and mix article formats:
- Publish client testimonials related to their property purchases,
- Offer expert real estate advice in interview format
- Create an FAQ section.
Call on the expertise of a professional freelance copywriter to write your marketing brochure about real estate!
The 5 best corporate blogs about real estate
The blog has become a preferred communication and organic SEO tool for many companies, across all industries.
Today, we offer you a brief overview of some of the best company blogs on the topic of real estate.
Logic-Immo
The blog of Logic-Immo — founded in 2008 — is not only one of the oldest but also one of the most active on the topic of real estate, with 4 or 5 articles published each week on average.
Versatile, Logic-Immo covers a wide range of topics from taxation to interior architecture.
SeLoger
The classified ads site SeLoger has one of the most comprehensive real estate blogs, with new posts every day.
You can find numerous articles and features on varied topics: news, financing, construction…
Laforêt
Laforêt Immobilier offers a blog full of practical advice and information on real estate news.
Relevant and regularly updated, the site is a good example of a successful real estate blog.
For Sale For Rent
À Vendre À Louer is a property listings site that continuously publishes quality articles on topics such as buying and selling property, renting, as well as eco-housing and moving.
MeilleursAgents.com
MeilleursAgents.com is another very comprehensive real estate blog that relays and analyzes all the important industry news.
Need articles about real estate?
Want to start your own real estate blog? This short selection will give you good examples of successful sites you should draw inspiration from.
To write texts that are both engaging for your readers and optimized for search, hire a specialized web copywriter: on Redacteur.com, hundreds of articles and other content on the topic of real estate have already been written.
Don't wait any longer to ask us for a quote.
