With so much to see and experience available online, it’s essential for your brand to create outstanding content that engages your audience. This can be difficult to achieve if you create content by yourself.
It’s more likely for you to make a mistake with your content if you’re creating it alone without any clear guidance on what you and your brand want to say. This can make your content disordered and ineffective, affecting your lead generation and conversion.
Real estate agencies need to adopt a digital-first mindset when it comes to creating content to have a better understanding of how content works and succeeds in the digital space. With this type of mindset, you can identify if your website should be more user-friendly or if your SEO strategy is well-balanced with your content marketing.
A digital-first mindset gives you a clear picture of what you need to do (and who you need to go to for help) to create professional and impactful real estate content. Having a better understanding of how the digital landscape works (such as by reading blogs like these) will also prevent you from making common mistakes that people make when it comes to content marketing.
5 things you shouldn’t do in real estate marketing
We’ve shortlisted the most common mistakes real estate professionals make when creating their own content strategy and marketing initiatives.
It’s easy to fix these mistakes by implementing the potential solutions we will discuss for each item, allowing you to improve your real estate content.
1. Not using a content calendar
Spontaneously creating and posting content on your channels can make it difficult to track and monitor your published content pieces.
Developing a content calendar is crucial in planning and organising your content pieces for each week, month and even year. A calendar will give you a bird’s eye view of your content, allowing you to clearly assess the themes, topics and trends you’re tackling to ensure that you have a cohesive content narrative.
You can create an effective content calendar by reviewing your published content annually before making and collecting ideas to further develop. Once you have enough ideas, you can plug them into your content calendars.
There are different types of content you can include in your calendar:
- Regular blog posts
- Social media posts
- Recurring posts
- Product launches
- Seasonal content
There’s no specific way of creating a content calendar; what’s important is it suits your needs, aligns with the content you want to create and the marketing goals you want to achieve.
2. Overselling your products in your content
Product-led content has its place in your marketing strategy, but you need to be careful not to go overboard with selling your product. It can turn away your audience and discourage them from consuming the rest of your content.
Instead, focus on creating customer-driven content that offers incredible value to them. This will keep them engaged with your brand and build trust and loyalty.
There are different ways you can develop customer-centric content:
- Frame your message around their pain points. It’s important to create a genuine connection with your audience to engage them and build their trust. You can address their needs with your content by giving them expert information that can help them with their pain points.
- Create evergreen content. Evergreen content is always relevant to your audience, regardless of the season or current news cycle. This includes “how-to” guides, listicles and top tips to share. For example, if your real estate agency is located in Melbourne, you can create evergreen content such as “Top 5 suburbs that families should consider” or “The essential guide to finding the right property in Melbourne”.
- Develop content that reflects their interests. It’s important to create a buyer persona so that you have a clear understanding of their interests, and what kind of content they prefer engaging with.
- Highlight client testimonials. You can attract more audiences by showcasing your client testimonials. Seeing like-minded people who have gone through similar pain points will resonate with potential clients.
- Focus on the benefits, not the features. If you must create product-focused content, make sure to focus on how your services benefit the audience, not necessarily on the features it includes.
3. Going overboard with SEO
Content and SEO need to be perfectly balanced for your marketing initiatives to be effective. Over-optimising your website and content can negatively impact your ranking in search engine results, which can decrease your brand visibility.
Examples of over-optimising practices include:
- Keyword stuffing – Overloading your pages with keywords that are irrelevant to the subject matter of the content.
- Duplicate content – Repeatedly copy-pasting content from other websites.
- Spam comment links – Including irrelevant comments on your website that lead to other links.
Over-optimisation damages your website’s quality and these types of practices can give visitors a negative impression and experience of reading your content.
You need to optimise your content and ensure that your readers enjoy engaging with it while balancing your SEO requirements. Developing a content marketing strategy that incorporates your SEO strategy will ensure that your content is well-balanced.
4. Neglecting content promotion on social media
It’s a huge and costly mistake to underutilise blog posts. It’s not unusual for business owners websites to post a blog and then forget about it — but it’s crucial to promote newly published content on all your social media channels. This increases the likelihood of your content reaching your target audience and ensures that you maximise engagement.
You can partner with a professional content creation agency to create social media graphics that promote your blogs and other existing content. Because most social media platforms are predominantly visual-based, producing engaging visual graphics for your channels can attract your target audience and encourage them to find more of your content.
5. Disregarding content data and client feedback
It can be easy to set aside social media data and audience feedback about your content, but this is a mistake.
The figures and data you receive from your content can generate insight into how you can improve your marketing strategy. Feedback will also help you identify the best ways to engage with your audience, especially when you’re deciding which direction to take your content after you’ve completed the initial calendar.
Collecting and reviewing client feedback gives you a deeper understanding of different levels of the customer’s experience and engagement with your content. It helps you identify the areas of improvement in your strategy and how to maximise your high-performing content.
If you’re ready to start making changes to your marketing strategy and get things right, contact us and we will help you develop impactful real estate content.