Why consider content for real estate marketing?

With new property portals launching all the time, the world of online real estate marketing is becoming increasingly competitive. But there’s a useful weapon that you can add to your marketing arsenal to make you stand out: content.

With emails and banners and cost-per-click Google AdWords, why should you consider content for real estate marketing?

Content is simple

Firstly, content is simple to create. Images, words, videos – everything on your property portal is content. Try to put thought into it. Make it interesting and dynamic. Would you want to read or look at it? Just because content is simple, it doesn’t mean it should be lazy.

Content is clickable

Content is great for SEO. Phrases, keywords and links can be placed within content, gradually boosting your site’s ranking, while a well-chosen headline or topical video can be picked up instantly by search engines. The more content you create, the bigger your site footprint becomes, and the easier it is for people to find you.

Content connects with your customers

Content allows you tell to stories or share opinions – and these are the things that connect with people. Push marketing techniques, such as emails, are useful to send out messages to others, but content pulls an audience towards you. Whether it’s through Google or an email newsletter, you’re likely to have a more engaged database of customers, which will translate into more leads.

Content encourages communication

Not just between you and your audience. Content also encourages communication between your customers and their friends. With social networks becoming a predominant way of sharing news between groups, content that encourages sharing can bring wide publicity for free, without having to spend money on a marketing campaign.

Content creates a company image

Logos and taglines are important for brand identity, but the content you produce can subtly alter the image of your company. For example, if you are sending dull, near-identical emails every day, your customers will lose interest. Tell interesting stories with your content and your property portal will appear interesting.

Likewise, authoritative content on a certain subject can position you as an expert. For example, a property buying PDF guide to Spain will mark you out as a well-informed source for Spanish property and can attract buyers during their initial research phase.

Content is creative

You can do anything with content. Posts on a blog are a great way to interact with visitors to your site, but don’t limit yourself to one format. Video, infographics, quizzes, polls – the opportunity and diversity that online content provides is endless. Even that downloadable PDF guide about Spain is more interesting than a standard written piece about the Costa Blanca. And of course, downloads (and other forms of interaction) are a useful sign of customer engagement.

Content is king

Content is king. It’s a phrase used by many online marketers, but goes back to a speech by Bill Gates in 1996, in which he laid out in a nutshell why content is such a valuable (and, indeed, essential) part of an online business:

Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners were those who used the medium to deliver information and entertainment.

When it comes to an interactive network such as the Internet, the definition of “content” becomes very wide… But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.

(Bill Gates, 1996 – via Craig Bailey)

Whether you want your property portal to supply indispensible information or amusing entertainment, content is the way to do it. It can be used in email campaigns, picked up by search engines, and syndicated by your customers for free. Content is an essential part of all forms of online marketing, and can set you apart from other real estate sites.

Why should you consider content for your property portal? You don’t need to: you’re already using it.