Everything You Need To Know About Real Estate Content Marketing in 2024

Real estate content marketing remains effective for those who know how to use it. As proof of that, 47% of realty businesses made plans to increase spending on content marketing in 2024 and 2025.

Is your team clear on what successful content marketing for real estate encompasses? To make sure you’re on the right track, dig into this helpful guide on real estate content marketing.

What Is Real Estate Content Marketing?

Real estate content marketing involves producing branded materials to share with an audience of prospects and leads. Typical goals include raising brand awareness, generating leads, and moving leads through the marketing and sales funnel.

The primary form of content marketing that boosts online visibility is regular blog posts and articles on your website. Video and social media have also become essential. Ebooks, podcasts, white papers, guides, webinars, and case studies are other content you should try to use.

Why Is Content Marketing for Real Estate So Important?

We don’t have to tell you that competition is stiff in real estate. That’s why you have to do whatever you can to stand out in a positive way.

While price is important to buyers, their key concern is that you can deliver value to them. More than any other factor, home buyers value experience, honesty, and trustworthiness. Your content helps you demonstrate that long before you meet a buyer.

Plus, real estate content marketing helps you catch people at the earliest stages of considering a purchase or sale. The first thing they’ll do before contacting a realtor is look up information online. If your website is showing toward the top of search results and providing useful answers, they’re going to trust you. You’ll be the name they remember when it’s time to make a move.

How Do You Create Real Estate Content?

Creating effective real estate content marketing requires you to know your target market, pick relevant subjects that interest them, and regularly publish that information in an easily digestible format. To win with content, you need a focused and repeatable process.

Include the following suggestions in your content creation strategy.

Study Your Target Market 

The only way to rise higher in online search results is with content that targets the right keywords and subjects. It’s all too easy to assume you know what your audience wants. You get much better results when you have data to back it up.

Study trends in your area to get an idea of which demographics dominate the market. Understanding employment statistics and motivations for purchases or sales can help you discover which subjects are most appealing to your target clientele.

Also, keep an eye out for those who are going to be in the market within the next few years. As you build up a library of content that deals with that group’s concerns, they’ll be more likely to trust you when they’re searching for a realtor.

Utilize SEO Content Best Practices

Brush up on search engine optimization (SEO) to ensure your real estate content marketing makes an impact. Publishing information about the right subjects isn’t enough. You have to present it in a way that the search engine algorithms understand what it’s about and who it’s for.

Getting search engine recognition includes targeting competitive keywords that relate to relevant subjects. Other important factors that determine your content’s effectiveness are:

• Article format
• Readability
• Alt text
• Meta tags
• Link-building
• Content pruning 

It also requires you to manage the technical things behind the scenes on your site to make it more user-friendly and web crawler-friendly. If time is tight, invest in hiring an SEO agency that can get you up to speed quickly.

Design a Brand Personality

Your real estate content marketing needs to feel like it’s coming from a concerned neighbor — not a salesperson and definitely not AI. Clearly define the tone of your content.

Will you be the fun and friendly realtor who puts GIFs and emojis in blogs? Or do you want to present yourself as the data-driven expert whose articles are full of charts and statistics?

Your brand voice communicates your values and shows readers what to expect when they physically interact with your team. Align your brand voice with your personality, specializations, and target audience.

Stay Timely and Consistent

Where most businesses trip up with content is not staying consistent. It’s easy to let writing articles and posting on social media fall to the wayside when more pressing matters are on the table. Plus, real estate content marketing takes time to start showing results, usually months.

Rather than leave content publishing to happenstance, get a content calendar to help organize your posts. This is also valuable because it helps you publish articles according to when the right audience needs them.

For example, posts with tips for families who are moving are going to be most helpful as summer approaches. Data suggests that the start of the year is when many people get new jobs, so consider targeting younger professionals who may be transplanting shortly before that time.

Analyze and Experiment With Your Content

Marketing is very much a science, and you need data to understand what works and why it works. That allows you to repeat success over and over again.

Likewise, it helps you fix what might be broken instead of simply throwing out an idea or plan of action. Don’t just say to yourself that a campaign didn’t work because people didn’t like it. Ask:

• Why didn’t they like it? 
• Would another approach or different timing be better for the same subject? 
• What kind of conversions did the piece drive?

A methodical approach is always the smart way to go about your real estate content marketing.

Are You Ready To Take Your Real Estate Content Marketing to the Next Level?

Content marketing isn’t necessarily complex, but it does require a lot of work. That’s probably more time and effort than you have available as you navigate the constantly shifting market.

Get a reliable partner to make sure your real estate content marketing consistently delivers. Talk to our BKA team to learn how our SEO services can start generating more leads and boosting your brand recognition.