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Real Estate Content Marketing Strategy. Does Your Real Estate Business Have One?

Content Marketing Strategy

Real Estate Content Marketing

Content makes the world go round. Well, it does on the Internet anyway. Content is to your real estate website what gas is to your car. Just like you aren’t getting far without gas in your car, you aren’t getting internet leads without content in your real estate website. I heard a quote today “2012 is the year of the content strategy”. In reality, tech savvy real estate professionals have long since incorporated a content marketing strategy into their real estate business. I started 4 years ago and have been helping my clients learn and implement it for years. Content is what consumers are looking for when they turn to the Internet.

Real Estate Content Marketing

Real Estate Content marketing is a marketing technique of creating and distributing relevant, engaging and valuable content to help consumers {your ideal client} find you online when they have a need for your real estate products or services. At its core, real estate content marketing is the process of communicating with your customers, prospects, part clients – even strangers without SELLING. Content is Blog posts, videos, pictures, charts and graphs, downloadable PDF’s, indexable IDX, even podcasts. Unlike outbound marketing techniques, real estate content marketing is not interruption marketing. Outbound marketing, also known as Interruption Marketing is a staple of the real estate space. It hinges on the practice of sending mass amounts of postcards, emails, cold calls, door knocking, billboards, print real estate books etc to the masses in the hopes it lands at a point where a consumer has a need.

Outbound marketing is marketing to the FUTURE. Essentially, those real estate agents marketing this way are hoping a consumer remembers you, saves your direct mail correspondence and calls you when that need is present – in the future. Will they?  Well, where do you go when you have a need? Instead of pitching your real estate services, {for all your real estate needs!, Just SOLD, Just LISTED, ABR, CRS, GRI, ePro, CDPE, top agent 2006!  etc} your real estate content  is delivering information that makes the consumer smarter. It adds value. The basis of real estate content marketing relies on a strategy.

Real Estate Content Marketing Strategy

Today, 98% of consumers turn to the Internet FIRST when looking for a home. Not just a home but information of value. Most consumers turn to the Internet to gather information or solve a problem. The best real estate content marketing strategy will serve to help consumers. To create an effective real estate content marketing strategy you first have to know WHO you are creating content for. Your ideal client. My ideal client is real estate agents. I create content around topics and problems I feel they would look for when they have a need. Not why I am an amazing title person {no one os looking for that} instead: real estate video, using video in real estate, how to get found online, benefits of WordPress in real estate, real estate marketing classes, Indexable IDX for WordPress and so on. Who is your ideal client? Meaning, if you could sell a home to anyone, who would it be? Not a cash buyer or a million dollar buyer as many real estate agents answer in my real estate marketing classes but instead

  • Val Vista Lakes Homes For Sale
  • Active Adult Communities In Arizona
  • Short Sale Vs Foreclosure
  • Arizona Trustee Sale
  • Short Sale Process in Arizona
  • Phoenix Bank Owned Homes Under $200,000
  • Property Taxes In Phoenix
  • Things To Do In Chandler
  • Homes around Chandler Regional Hospital
  • The buying process in Phoenix
  • The selling process in Phoenix
  • How To Sell Your home For Sale By Owner

The more specific your real estate marketing strategy is the more specific buyer or seller you will attract. Great content shortens the sales cycle as you are attracting consumers interested in a product {home for sale} or service.

Real Estate Content Marketing is not possible without rock star content

No One Cares About You

If you are a REALTOR® this may be hard for you to hear but no one cares about you. Sure your friends and family care about you, that is not what I am talking about. Consumers don’t care about you. Not because you are a bad person or even a bad REALTOR®, they don’t care about you for 2 reasons. 1} They don’t even know you exist. 2} You have not given them a reason to care. A great real estate content marketing strategy will educate and inform consumers by providing relevant, engaging and valuable content. This content can position you as the expert in your area.

If you were looking for a home for sale, what would you look for? Would you ask Google for “Phoenix Homes For Sale”? Maybe, but you would likely refine your search when you were greeted with 71,500,000 results. Most consumers ask Google a question. They ask Google for exactly what they want, or what they think they want. Not “Phoenix Homes For Sale” but “4 bedroom 2 bath home for sale Pool Gated Community under 200,000 Phoenix. Over 50% of all the searches that happen on Google happen once and never happen again. The reason? Everyone has a different need and asks a question a different way. The best real estate content strategy will serve to answer that question or provide that information.

Where Should Your Content Go?

You can’t just create great real estate content. You need a place to put it. A CMS or Content Management System. A CMS is your real estate website. Not just any real estate website though. While all real estate websites have value, they are certainly not created the same. In my opinion, and 24% of all the other website owners in the world, the best CMS is WordPress. Not but WordPress,ORG – self hosted. WordPress is uniquely suited to hold all of your juicy content. Blog posts, videos, pictures, charts and graphs, downloadable PDF’s, Indexable IDX, podcasts etc. is built on WordPress. Using a CMS like WordPress will allow you to easily create content on a platform that search engines like Google absolutely LOVE. WordPress was built with you and search engines in mind. It’s easy to use, change, manage and easy for Google’s spiders to crawl.

Real Estate Content Marketing Strategy

Real Estate Content Marketing Strategy

Once your real estate content is created, it can easily be distributed or syndicated to social media channels like Facebook, Twitter, LinkedIn, YouTube, StumbleUpon, Digg, Pinterest, Google + and so on. It can also easily be emailed to your past and present clients. The best part about content marketing? When someone clicks on a link from Google, a social network or even an email they are directed back to your website. This is where they can learn more about you, your value, specialties, experience and knowledge without you having to SELL yourself. {No one likes to be sold to by the way}. Great content is a must, but it all starts with identifying your ideal client. Once you do this, once you know who you are writing for, who you are trying to attract, you can create an effective real estate marketing strategy.

If you are a real estate agent in the Phoenix metro area, come to my Phoenix Real Estate Marketing classes. You will learn how to create great content, how to optimize it for search, how to use real estate content marketing to grow your real estate business, you can even get a custom WordPress website. Please fill out the form below.

Need Help With My Real Estate Marketing

Whether you are a REALTOR®, Real estate agent or loan officer looking to grow your business, I can help. Please fill out the information below and I'll get back to you asap.
  • Feel free to tell me ahead of time what you want help with. I look forward to speaking with you.


Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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  • Kirk Eisele

    It’s surprising how many real estate agents consider coming up for their own company name a victory of sorts. Like you said, no one cares. Maybe it is because that is the only search they have results for but it surprises me how focused the industry gets on it’s own echo chamber!

    • Stephen Garner

      Kirk, it’s the blind leading the blind. The more a real estate agent talks about how great they are, the more consumers want nothing to do with them. Part of the problem is the old school brokers that teach strategies that died when homes for sale left the book and went online. The other problem is real estate companies that still believe consumers prefer an XYZ agent so they train their agents to be that way. Just like I want nothing to do with someone that wants to always talk about themselves and how great they are, consumers respond with their feet – and walk.