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Real Estate Content Marketing: Tips To Get Real ReturnsÂ
Insights from Shaun Lee, Marketing Director, Content and Copywriting, APAC at JLL
What content formats do you think work best for the real estate industry?
For content in real estate, the go-to formats that work best are:
blog articles
case studies
videos
These formats work best for storytelling, but they are versatile enough to be adapted and used on different platforms and at various stages of the buyers’ journey.
For flagship reports or campaigns, we can consider more creative applications such as incorporating virtual reality or augmented reality to showcase revamped spaces or workplaces of the future.
There is also plenty of room for playing around with content on social media.
How can real estate content marketers generate positive ROI?
The nature of the commercial real estate business means the buyer’s journey tends to be longer. Likewise, only evaluate content marketing ROI in the long run.
The first crucial step is to track the relevant metrics (or set up the tracking capabilities) to understand the effectiveness of each piece of content in driving business outcomes.
Some examples of success metrics could be:
unique visitors
CTA clicks (e.g., newsletter subscription/contact us/report downloads)
traffic sources (to understand which channels work best to drive traffic)
links clicked on-page
qualified leads generated as a result of the CTA clicks
Content marketers should use these insights to recalibrate their content strategy, focusing on content types that have proven successful over the long term.
What are some ways in which content marketing can help real estate firms stand out?
Content marketing efforts should always focus on the key message behind each piece of content.Â
Answer questions like:Â
What are you saying that your competitors are not?Â
Why does your data/analysis hold weight?Â
Why should readers believe you?Â
How best to package and deliver this content to your audience effectively?
Take blog articles, for instance. Finding the best angle and using a mix of internal and external sources make articles a better read and establish the company as a credible source offering a balanced perspective.
With that level of trust, it will naturally become easier for the in-house content team to achieve the content objectives, be it for driving leads or positioning as a thought leader.
Thank you!
CEO & Chief Editor of Esco Media
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