Kendall | October 05, 2021 | Real Estate Marketing
If you’re a real estate developer, you face a unique set of challenges before you’re able to close a sale. From economic instability to ever-changing consumer demands, you’ve got a lot of things working against you — and traditional marketing strategies like cold calling and newspaper classifieds just aren't delivering as many leads as they used to. Fortunately, I've got something that will work for you:
Inbound content marketing.
In an industry where standing out and building relationships are two paramount factors in your success, inbound content marketing is a necessity. In this article, I’ll walk you through what content marketing is, why it’s important, and how you can start using it to your advantage. Trust me — you’ll start selling out in no time!
Generally speaking, inbound marketing is a big category of marketing that content marketing falls under. Here are some quick definitions for you:
Inbound Marketing - The overarching marketing strategy that pulls qualified leads in, rather than pushing information out to the general public.
Content Marketing - The foundational inbound marketing tactic that uses multiple forms of content (writing, photos, videos, etc.) to draw leads into your sales cycle.
So while inbound marketing can include anything from search engine optimization (SEO) to optimized website design, content marketing specifically focuses on things you write or create like blogs, content offers, videos, emails, and infographics. But when you put the two terms together, inbound content marketing means any type of content that pulls qualified leads in. For more information on inbound marketing, content marketing, and how they overlap, check out these resources:
Now that we’ve got definitions settled, let’s explore the powerful results inbound content marketing can bring to real estate developers like you.
The first step to generating leads is building brand awareness. Because let’s be honest — if people aren’t aware of your development, they’re not going to be interested in purchasing a lot there. But by creating and posting relevant content, you can start to build that awareness. And, depending on the quality and accuracy of your content, you can start to position yourself as an industry expert or leader at the same time.
The real estate industry and the buying and selling processes are very complex and horribly confusing for a lot of prospective homebuyers. So when you share your insider knowledge, you’re doing them a tremendous favor, and they’re going to start to trust you. This trust fosters a relationship and generates a lead that’s more likely to convert.
Want your company to be one of the first in your industry to pop up on a search engine results page (SERP) like Google or Bing? Inbound content marketing is arguably the best way to get there. Inbound content marketing is powerful when it comes to SEO. Like six-times-more-powerful-than-paid-search-ads powerful. Various types of content help you rank higher in SERPs through the use of targeted keywords.
Keywords are relevant words and phrases that mimic the queries users enter into search engines. When you use the right keywords in your blog or content offer, that specific page is likely to rank higher in the SERP.
Something to keep in mind — Google has started to value quality over quantity. That means that the content you provide should be factual, thorough, clear, and valuable to users. If you check all these boxes, and you include relevant keywords, you should start to see results soon.
Inbound content marketing helps you speak directly to your target audience. While other forms of marketing can be targeted to specific audiences as well, none of them provide such an open ground for you to accompany your message with an extensive amount of knowledge and resources.
In your content, you can (and should!) cover specific pain points your audience has and offer suggestions to help. You can promote a friendly customer service experience, and you can start a conversation that leads to a trustworthy relationship. Inbound content marketing doesn’t just help you generate leads. It helps you generate ultra-qualified leads, meaning they’re more likely to convert. And just like that, you’re looking at a great marketing ROI.
So, I’ve convinced you and you’re ready to get started? I knew that would happen. Here are just a few tactics you can use to jumpstart your inbound content marketing strategy:
Blogs - As the ultimate content marketing tactic, blogs are the best way to share your knowledge and build a relationship with your target audience. It’s also worth noting that many real estate developers are a little late to the blog game, so you’re guaranteed to stand out if you’ve got one.
Topic Clusters - Topic clusters are a content marketing method created and introduced by HubSpot. They help tailor your content for higher SERP rankings and better readability, both for search engines and human users.
Content Offers - Nothing converts leads better than a quality content offer. That’s because, if someone is so interested in what you have to say that they’re willing to give up their email address, they’re a qualified lead.
Emails - Email marketing helps you leverage content marketing to nurture existing leads. You already have their information, so knowing what information they want and how to deliver them is key in getting them to convert.
Videos - We live in a visual culture, so videos are the most engaging forms of content. If you have a smartphone, try filming a short how-to video or a short before-and-after video of your development. Your visitors will love it, and you’ll reap the benefits.
Inbound content marketing is exceptionally effective, but it does take a bit of effort. If you're looking for a bit of support creating, publishing, and promoting the content that will get you the leads you want, we'd love to help. Using insider knowledge of the real estate development industry, our team has many years of experience developing tactics proven to be profitable. Contact our team to get started today.
At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.
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