One of the biggest concerns for any real estate professional or company interested in starting a real estate content marketing plan is the return on investment. The truth is that even when executed perfectly, content marketing takes time to see measurable results.
Once you understand that Content Marketing is a marathon, not a sprint, there are key steps you can take to ensure you’re maximizing your lead generation opportunities.
Wondering how you can create a content marketing strategy that will generate and nurture leads? Here are some tips for lead generation best-practices via content marketing:
#1: Know Your Audience
Who are you talking to? If you’re a commercial real estate company in New York City like EVO Realty, you’re likely targeting buyers, sellers, investors and even building owners looking for property management. On their blog, they’ve created a great mix of content that appeals to each of these audience segments.
To better understand your audience, consider creating personas. Imagine your typical “Buyer” - What is their name? Their age? What is their occupation? Their goals? Their challenges and pain points? And, what would your “elevator pitch” be to this person?
Continue this process for each of your different audience segments. Once complete, make sure that each piece of content that you add to your editorial calendar is targeted directly to one of these personas.
When you’re able to create custom content that resonates with your target audience, you’re more likely to engage them to take further action - to call, email, follow, etc.
#2: Speak Directly to Their Pain Points
Now that you have your audience personas, as you brainstorm and come up with ideas for your next content pieces, make sure you’re speaking directly to their pain points. WiredScore, a real estate technology company that rates the connectivity of commercial buildings, speaks directly to the pain points of building owners in their blog - often addressing items like marketing, connectivity and tenant needs.
When you speak directly to a persona’s pain points - and either solve or address the problem - you’re establishing yourself as a go-to resource on the topic. You’re also showing how you can relate with and/or help them with their needs.
#3: Capture - Convert - Close
You’ve studied your audience and are creating content that resonates and solves problems. Now, it’s time to capture, convert and close. Make sure that you are making it easy for your audience to reach out to you. Here are a few tips:
Gated Entry: For certain pieces - such as eBooks or whitepapers that offer a deep-dive into the subject matter - consider a gated entry. In essence, a pop-up that will ask for an email or name before proceeding to the content. This is a great way to capture email addresses and grow your sphere. You can see this tip in action on the “Survey” section of our own blog.
Call to Action: On your blog or website, be sure you have a CTA that prompts your audience to act. Maybe it tells them to sign up for your monthly newsletter. Or, perhaps it’s a prompt to call you for more information. Just make sure it’s easy to see and respond to. The “Request Membership” CTA on the Brevitas website is a great example of this tip in action.
Newsletter/Blog Sign Up: Consider having an email submission form that allows visitors to sign up for notices when you post a new blog or when you send out a newsletter. This is a great way to capture email addresses, and to share your content regularly. See this tip in action on Jonathan Schultz’s blog.