Real estate content marketing has quickly become one of the best ways to build a real estate business without spending a fortune on ads. But creating content is only half the battle. The real challenge is figuring out how to drive traffic to that content and turn it into valuable business leads.
In this post, we’ll explore some of the best tips and tools to maximize organic traffic to your content and help your real estate business thrive today and well into the future.
What is Real Estate Content Marketing?
Content marketing is a powerful strategy that focuses on creating and sharing valuable content to attract potential clients. Unlike outbound marketing, where you go out to seek clients, content marketing is a type of inbound marketing. This means your content works like a magnet, drawing prospects to you.
The beauty of inbound marketing is that your leads come to you, often when they’re already interested in what you offer. Whether it’s real estate blogs, YouTube videos, or podcasts, all types of engaging content can attract potential clients.
So, where should your content live? Generally, most real estate professionals focus on their websites or YouTube channels. Additionally, social media like Facebook, Instagram, and Twitter can be used to promote and drive traffic to these platforms.
Benefits of Real Estate Content Marketing
Increase in Brand Awareness
Creating content isn’t just about getting your name out there—it’s about making sure people find you. High-quality content can help you rank higher in search engines like Google, making it easier for potential clients to discover what you’re offering.
Think about it: when someone searches for real estate-related topics, whether it’s what it’s like to live in your neighborhood or famous attractions in your area, your content can answer their questions. And even if they weren’t searching for a realtor, once they’ve discovered your helpful information, you’ll be top-of-mind when they are ready to buy or sell.
Authority in the Real Estate Market
Great content doesn’t just stop at ranking high—it positions you as an expert in your field. When people see you putting out valuable, knowledgeable content, they start viewing you as a trusted resource. You’re no longer another face in the crowd; you’re the go-to expert.
When you make this a part of your branding, it sets you apart from other local agents. After all, clients are more likely to trust someone who’s consistently sharing valuable insights instead of only popping up when it’s time to close a deal.
Real Estate Content Marketing Tips
Tip 1: Be Consistent
Consistency is key to any successful content marketing strategy, but it’s also where many people fail. Sure, it sounds simple, but staying consistent with content creation over time requires discipline. The best way? Set a realistic publishing schedule.
Try thinking of your content like mini-rental properties. Just like rental homes provide passive income, content can do the same—but instead of rent checks, content brings in revenue through ads, affiliate links, and yes, new leads. Once you build up traffic (which can take around 50 to 75 posts), each piece of content can deliver returns for years to come, long after you’ve created it.
Tip 2: Use Google Auto Suggest and Trends
One of the easiest, cost-free ways to generate content ideas is by using Google Auto Suggest. Simply head over to Google, start typing a keyword related to real estate, and note down what appears in the dropdown. These are the terms real people are searching for!
For more ideas, you can use the alphabet trick. Type your keyword, then add an “A” and see what pops up. Follow the same process through the entire alphabet for even more keyword ideas.
Next, there’s Google Trends, another free tool. Google Trends lets you see what’s trending across the country or zero in on specific local markets. This can help you create content that’s not only timely but also highly relevant. One tip here is to look at what was trending last year around the same time, so you can plan ahead for seasonal trends next year.
Tip 3: Use KWFinder.com
To rank well on Google, you need to find the right keywords to target. That’s where KWFinder comes in. This keyword research tool helps you see how often a term is searched (search volume) and how difficult it is to rank for it (keyword difficulty score).
If you’re just starting out, it’s smart to go after easier keywords — those with a difficulty score in the 30s. KWFinder offers both free and paid versions, with the free option giving you 10 searches per day, pretty generous for beginners.
Tip 4: Use Social Media for Promotion
Don’t underestimate the power of social media to push your content into the spotlight. You can use Facebook, Instagram, and Twitter to promote your blog posts, videos, and other types of content.
However, social media should be a promotion tool, not your primary platform. Posts on social platforms like Facebook tend to lose visibility quickly, making them unreliable for long-term results. Unlike SEO-optimized blog posts, social posts won’t appear in search results after they’re pushed out of sight.
That said, social media can still give you that initial traffic bump when you publish new content.
Tip 5: Take Advantage of Popular Keywords (Indirectly Related)
Even if a keyword doesn’t scream “real estate,” you can still benefit from including it in your content strategy. For example, writing about popular local restaurants, events, or attractions can drive traffic to your website.
Why? Because it’s all about getting eyes on your site. Even if someone visits your site to read about, say, the best brunch spots downtown, a portion of that traffic will eventually translate into real estate leads. Remember, on average, one in seven people moves each year. The more people you pull into your world, the higher your chances of landing a client.
Tip 6: Consider Multiple Types of Content
The more formats you cover, the better your chances of reaching an audience. If you write a 1,000-word blog post, why not create a video to go along with it? This way, you’re repurposing the same content and reaching new audiences through different mediums.
By combining blogs, videos, social posts, and even podcasts, you’re creating a comprehensive web of content. And Google rewards sites that have interlinked, high-quality content across multiple formats.
Tip 7: Post Only Original Content
When it comes to winning the SEO game, originality is everything. Don’t copy or repost, because search engines like Google will prioritize the original creator. Plus, copying content won’t boost your authority.
Your own well-researched, high-value content will position you as a trusted authority. This not only helps with rankings but also builds long-term credibility among prospective clients.
Tip 8: Use SEO Practices
SEO is essential if you want your content to rank. Beyond keywords, search engines also look at your site’s internal structure, backlink profile, and overall consistency. Here are a few best practices:
- Backlinks: Get other authoritative sites to link to yours.
- Internal Links: Link your own content together to create a logical site structure.
- Meta Descriptions: Customize these for every page, including your keywords.
And don’t forget: while SEO often seems associated with blogs, YouTube is also a search engine. Proper optimization for your YouTube videos (keywords, tags, and descriptions) can help your content get discovered.
Tip 9: Have a Funnel in Place
Getting traffic is great, but turning that traffic into leads is even more important. That’s why you should have a sales funnel ready.
Consider options like pop-ups, landing pages, and lead capture forms that ask for basic contact info in exchange for valuable content (guides, free resources, etc.). Even if someone isn’t ready to buy yet, getting them on your email list means you can nurture that relationship until they are.
Tools and Resources for Content Marketing
Google Auto Suggest, Google Trends, and KWFinder are some of the key tools to help you build your strategy. For beginners, these tools offer a wealth of insight into what people are actively searching for. More advanced marketers can explore paid tools like Ahrefs or SEMRush, but Google’s free resources are powerful in their own right.
Planning Your Content Strategy
The key to long-term success in real estate content marketing is having a strategy. Create a content calendar that includes not just topics but also sets goals for publishing frequency, engagement, and traffic.
A well-organized plan helps you stay structured and ensures you’re creating content consistently, which, as mentioned earlier, is half the battle.
Building an Online Presence
Maintaining a strong online presence isn’t just about creating good content; it’s about building a digital hub for your business. A well-constructed blog or website is foundational, and everything—including social media—should lead back to it.
Having a cohesive online platform makes you look more professional and authoritative. Cross-promote between your blog, Facebook, Instagram, and even YouTube to pull more people into your sphere.
Engaging Your Audience
The best content can fall flat without engagement. Encourage comments, ask questions, and prompt readers or viewers to share opinions. Whether you’re on YouTube or writing a blog post, leave room for interaction.
Engagement isn’t just good for boosting reach; it helps build connections. If you consistently engage your audience, they’ll keep coming back to you, increasing your chance of closing a deal down the road.
Leveraging Analytics and Feedback
Analytics offer insight into what’s working and what’s not. Use tools like Google Analytics to track how your content performs.
View counts, bounce rates, and average session times help you understand what resonates with your audience. Use this data to adjust future content and improve your overall marketing strategy.
Conclusion
Real estate content marketing is a powerful, long-term strategy for generating leads and growing your business. While it requires dedicated time and effort, the rewards can be immense. By providing valuable, original content, staying consistent, and using the right SEO practices, you can create a steady stream of traffic and opportunities that will benefit your business for years to come.
If you focus on building a robust content strategy, your real estate business will grow in ways that paid ads simply can’t match. Content marketing isn’t just a one-time investment—it’s an evergreen machine that works for you around the clock.