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What makes real estate content memorable?

Do you remember the last piece of content that made a lasting impression on you? Was it funny or scandalising? Did it make you feel happy or upset?

Creating memorable content is one of the biggest challenges in today’s content-saturated world. In order to stand out, you need to make sure your marketing initiatives are impactful and innovative.

So, how do you do this?

The first step is to identify the content mediums you need to use to reach your audience. You need to have a well-developed brand identity and a deep understanding of your audience’s content preferences to be able to engage them effectively. 

You also need to consider the qualities of memorable content and how you can incorporate that into your marketing strategy — which we will talk about in this blog, so keep reading.

3 types of content that help real estate brands stand out

There are many different types of content that you can use for your marketing initiatives, but we’ve shortlisted the three most popular ones that will most likely appeal to different real estate audiences, whether they are buyers, vendors, investors or developers.

1. Short-form videos

Because most (if not all) social media platforms are geared towards visual content, short-form videos are a great opportunity to connect with a wide audience. Buyers, vendors and investors want to know about real estate services through concise but engaging content. 

Real estate brands should leverage short-form videos for their content marketing. According to Realty Times, 73% of consumers prefer watching short videos to learn about products and services. 

Short-form videos are also prolific across popular social media platforms such as YouTube Shorts, Instagram and TikTok. Viewers are more likely to watch short-form videos all the way through as it allows audiences to quickly absorb information.

2. Long-form blogs

Comprehensive articles are a great way to establish industry expertise and authority while providing valuable and educational information. You know you’ve created a memorable blog if it’s constantly being read, shared and revisited by your target audience.

Here are key steps you can take to create highly visible and engaging long-form blogs:

  • Develop and follow a content strategy – Having a content strategy ensures that you have an actionable plan to follow in achieving your marketing goals, particularly in creating blogs. 
    • If you want to establish yourself as a thought leader in your industry, you can develop a lineup of blog ideas that centre around your opinions and ideas on property trends and updates. 
    • If you want to build brand awareness, you need to develop educational content that establishes your authority in the industry. This will include how-to guides and topical pieces that your audiences regularly search for on the internet.
  • Optimise your SEO – It’s important to have a good SEO strategy in place so that your blogs attain a high ranking on search engine results pages (SERPs). As the name implies, SERPs generate the links that come up whenever an internet user enters specific keywords or questions. A good SEO strategy ensures that your blogs are found on the top pages so that your target audience can quickly find them.
  • Create customer-centric content – While it’s important to promote your products and services, long-form blogs are a good opportunity to provide valuable content to audiences that don’t “sell” anything. If a blog seems too much like an advertorial or product placement, it can turn off your audience.

3. Visual-based social media posts

Social media is where the majority of your target customers are most active, and it’s important to regularly engage and connect with them on their preferred platforms.

Lengthy written social media copy can turn away your audience unless you already have an active follower base that trusts your social media content. As much as possible, it’s best to accompany written social media copy with visual graphics to make an impact (and ensure that your audience stops scrolling through their feed).  

You can create visually appealing social media posts by:

  • Develop a cohesive brand aesthetic – This refers to the overall look and feel of your brand as well as how you communicate your messages (i.e. witty and irreverent, serious and straightforward, etc.). A good brand aesthetic will pass the “no logo” test, wherein your audience will recognise your content even without a logo visible on the design.
  • Simplify your message – Your visuals need to communicate your message, and it shouldn’t be cluttered with too much-written copy as it can lose its impact.
  • Take inspiration from trending content – This doesn’t mean you should jump on the bandwagon of whatever is trending on social media! But it’s still important to see what trends and topics are engaging your audience. From there, you can discern which ones are most relevant to your brand and create your own spin on it.

3 qualities you must incorporate to make your real estate content memorable

After you identify the types of content you need to create, you need to ensure they have certain qualities so that they make an impact on your target audience.

1. Include an interactive element 

According to this Semrush article, the majority of content is considered static, wherein we consume content either by watching, reading or listening. With interactive content, audiences are actively engaged with the content they consume.

Interactive content is a great way to drive engagement and encourage audiences to spend more time on your website. If you can engage your audience and ensure that they enjoy their experience with your interactive content, there is an increased chance of them returning to your official platforms in the future.

One example of popular interactive content is quizzes, which are often fun and highly shareable for the user’s end. Quizzes encourage people to participate and share their results online, which can increase engagement and brand visibility. 

Webinars can also be a type of interactive content if the speakers actively engage the audience and facilitate Q&As at the end of each event.

2. Be creative with your content

It’s not enough for content to be educational (though that is important), you also need to ensure that you present it creatively so that it makes an impact on your audience. 

There will be signs that your content needs creativity such as low-performing and low-engagement content, lack of audience engagement or lack of new and inventive content ideas to create. 

The best way to develop creative content is to map out a strategy that helps you generate and build on ideas that are relevant to your brand and your audience. Personalising your content also sets you apart from competitors and encourages audiences to connect with your brand.

3. Make your content authentic

People remember stories, not statistics. Incorporating stories into your content can make your marketing initiatives personal and authentic, which can then make a more lasting impact on your audience. 

There are three you need to do for your branded content to be authentic:

  • Follow through on your intentions. Make sure that your brand values are evident in the content you create. If one of your brand promises includes a commitment to serving customer needs, then make sure that your content delivers value-adding information that answers the questions often asked by your target audience. 
  • Create an accurate picture with your marketing initiatives. With resources and digital tools readily available online, audiences can easily fact-check what they listen to, watch or read. Brands can’t exaggerate, make bold claims or give false promises with the content they publish. 
  • Hold yourself accountable. It’s normal to make mistakes, and owning up to those mistakes can actually make your brand more honest and relatable to your audience.

Creating memorable content can be a challenge, but it’s achievable once you have the right elements in place: Leveraging the types of content that engage your audience, incorporating an interactive and creative element in your content and maintaining authenticity in your key messages. 

Having a strategy can help you organise these elements together and ensure that the resulting content makes a lasting impression on your target audience.

Are you ready to make unforgettable content? Contact us and let’s talk strategy.

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