Have you noticed that nowadays people are turning more and more to Google and other search engines to find what they need, both globally and locally? In the age of hyper-connectivity, we have come to modify our perception and the ways in which we search for things.
You don’t want to be caught unprepared for this change? Content marketing has thus become one of the most powerful tools available to businesses and today it is no longer the prerogative of only big brands, but also of small real estate agencies like yours.
This particular branch, specific for the creation of real estate content at a local level, has become accessible to real estate agents who want to stand out within their territory: in this way, content marketing gives the possibility to small real estate agencies operating locally to compete with their biggest rivals, at least on the web.
Think locally, act locally
Any person who wants to buy a property or intends to take advantage of any service offered by a real estate agency in his city, where does he start with his search?
- Start by asking a friend or family member via word of mouth, dark web, social network
- Start a search query on Google or other search engines
Google also found that 76% of local smartphone searches end with a visit to a physical store. This very high percentage can consequently also be applied by real estate agents in a city, who will see about 3 people out of a total of 4 who have carried out this type of search present themselves at the doors of their real estate agencies.
The buyer person interested in the purchase of any property, therefore also the house, begins to type keywords that are relevant to his search, thus geolocating and narrowing the field through the use of specific place names for reach your need more easily.
It is easy to understand how this process, in a sector where searches are well localized in cities or neighborhoods such as real estate, is even more pronounced than in other sectors.
What is real estate local content marketing?
In digital marketing, that is, what you put in place on the web, the branch of content marketing is, therefore, the one that will give you more guarantees at a lower cost, since producing quality content is the key to determining the success of the strategy. SEO planned by your real estate agency.
If previously, content marketing campaigns were used exclusively by communication agencies and by large real estate brands and franchises, currently this type of activity is also accessible to small and medium-sized agencies. In fact, we are witnessing a democratization of real estate content marketing, which in recent years has developed in a disruptive way thanks to real estate agents who have been able to seize the opportunity to produce content on a large scale and locally, helping to make themselves real. and its own institutions and reference points in the sector within its own territory. In this regard, to reinforce the concept, we provide you with the case history of the “Mister Rentals” of Desio and Limbiate.
The secret to succeeding in this aim at best is that armed with determination, will, patience and perseverance, to geo-locate one’s communication strategies, trying to stimulate in the “moment of need” the very people who are starting a Research.
It comes naturally to us to make an observation, namely that in addition to brand awareness and community-building campaigns on social networks, the key to embarking on a local content marketing strategy for the real estate agent is the optimization of the website and its contents. from a local SEO perspective.
What is local SEO in real estate?
The local real estate SEO is a Search Engine Optimization strategy whose main objective is to improve the ranking of websites or other web channels and social real estate agencies in the search engine results for a given geographical area. Geo-localizing an SEO strategy (and therefore of real estate content marketing) may seem a complex activity with medium-long term results, however, it is fundamental in the climb of your website in the Google & company serp.
Local content marketing: what are the objectives?
We have identified specific reasons why marketers and small and medium-sized real estate agencies should be interested in developing local content marketing within their daily activities. In fact, thanks to the activity of local content marketing real estate, you can be able to achieve four fundamental objectives:
- Attract qualified traffic to your website
We are talking about any type of content that has local information within it, which could be interesting for people who are looking for properties in that specific geographical area. The more traffic (in target) will pass on the website, the greater the chances that a percentage of it can turn into a good business. For the real estate agent most attached to tradition and physical showcases: imagine that the users who are consulting the property listings on your website are nothing more than customers who come across the bulletin board, wandering around the historic center of your city. of your real estate agency, stopping to read the ads for sale or lease.
- Generate links pointing to your website
Involve your colleagues, not to mention the real estate bloggers and influencers active mainly in your area, by providing them with material to talk about in their content. This kind of “Digital PR” activity aims to be cited as an authoritative source in other blogs, thanks to the content you previously wrote on your blog. In the real estate sector, the best content to use for this purpose includes surveys among sellers of houses or other types of properties, statistics on sales or rentals that took place in the last period in your area, case histories of some satisfied customers who tell their testimony. (positive) with your real estate agency leaving a sort of review, interesting and beautifully designed lists and infographics.
- Stimulate social sharing by users
To increase the presence of your real estate agency on social networks, the “social share” by users is very important. To make possible the mechanism that triggers sharing by other real estate agents and not only, both on personal message boards and on the company Facebook pages of the various agencies, and within the groups concerning the real estate sector, you must be able to produce interesting, engaging, original, unique content, designed and built in a shareable way. You may be wondering: what does all this mean in practice? The contents created for the social networks that prove to be more performing in this sense are usually short and contain lists, for example, “the 5 best ways to …”, “how to solve …”, “you know why …”, but with the disruptive spread of visual content you can use videos and interviews of limited duration, extremely effective to reach users through a strategy of local content marketing real estate.
- Improve your brand awareness
But it is important to remember that a strategy that works in a workmanlike manner must take into account that whatever content you choose to publish, it must always be coordinated and consistent with the mission and vision of your real estate brand, to ensure that you keep the quality high. The attention of people precisely on the corporate brand. Brand awareness must always go hand in hand with corporate communication, to ensure that the awareness and knowledge of the real estate brand in customers or potential customers is always kept at the highest levels: awareness in fact measures the way in which customers are able to recognize you and does not only concern quantitative diffusion, but also the ability to transfer values to people (are you also of the opinion that values are felt more locally?).
A well-structured campaign should cover all four of these aspects, guaranteeing tangible results on them. It is also possible to add to them more performing and sought-after objectives, strictly linked to the specific reality of your agency. If you and your real estate team mainly carry out the phases of first contact with the customer online, for example, you may prefer the objective of receiving visits to web pages or landing pages of your website, but if you like to go “on the breach” and you prefer the contact in person, it should be preferable to direct the content campaign immediately towards the personal appointment at the agency.
By identifying a single main objective among those proposed, you will then be able to understand precisely which activities will be necessary for its pursuit and which, on the other hand, are the actions to be taken to keep an eye on and within reach of the other “secondary” objectives.
Have you identified your main goal, the one you would like to achieve first through your first real estate local content marketing campaign? Well, based on the goal you have set for yourself, you can focus on creating the different types of content related to the four objectives mentioned.
“Fantastic content and where to publish it”
Finding the right inspiration to write content is never a simple thing. Often a quality content is the result entirely of our ideas and written more or less in one go without the aid of traces, while other times it is the other real estate agents or influencers in the sector who have already done the work for us, creating articles or blogs. interesting posts, and we just have to readjust the texts to our point of view to have completely “new” content (it is important that search engines consider it as such), engaging, and ready for publication.
Today we have the ability to quickly and easily access hundreds, thousands of web pages, articles, publications, data and statistics, being able to evaluate in real-time what worked and what didn’t on the web. We are not advising you to copy, a very wrong practice (but alas still used) for SEO purposes and which can have annoying repercussions also at the copyright level, but simply to take a cue from “who made it”, readjust, rework and contextualize textual and graphic material already present on the web. All you have to do is search.
How to aggregate the best performing posts for your real estate local content marketing strategy? Based on our experience, we have selected a very interesting tool that allows you to find the best ideas for creating your content. It is called “Content Explorer” and using it you can let your imagination take off in the drafting of content by crossing metrics such as:
- Social share: this feature shows you the data collected regarding shares on social networks and social media such as Twitter, Facebook, LinkedIn, Pinterest, and the deceased Google+
- Organic traffic: shows you the number of visits generated by an article in a month
- Referring domains: you will be able to view how many and which websites or web pages are linked to the referenced article
Thanks to the use of a tool such as Content Explorer you can create a completely new article in a much faster and more efficient way, starting from what are already the best performing sector contents. Just find a successful article online that covers the topics you would like to cover and turn it into an article that is highly appreciated by your audience.
Once you have found the initial content to start with, you will have to decide in which channels to publish it: whether on your website or on a local blog, on the best newspaper in your city, on the reference website of the real estate sector. Each decision involves points for and against, which you will need to analyze carefully.
Publish your content on your website and external web pages
If the content you have published on your website is truly engaging and well-indexed from an SEO point of view, this will allow you to attract new visitors, consequently generating more traffic within your articles. In the meantime, build a network of assiduous readers on your website and followers on your social channels, this will allow you to give greater visibility to your content, which in turn will increase the audience on your web pages and fans on the social pages, and etc. Here is where the virtuous circle has begun!
In the event that the goal of your real estate business is to reach a target or user segments that are not otherwise accessible, you can also consider publishing your content externally. Find local blogs and websites willing to publish your story – for free, or in exchange for any grant, or by investing a small budget – by making sure to add a link to the contact page or “About Us” page on your website. In this way, the search engines will recognize your website as authoritative and as a reference point for users in your sector. In addition, you will be able to earn new leads generated in a completely natural way from the content.
How to find local websites to publish your content
It goes without saying that the best place to find local websites that are capable of generating a good amount of traffic is clearly Google. In fact, by using a combination of searches on this search engine and a plugin on the Chrome browser, you can easily identify the most authoritative websites at the local level, therefore also those most suitable for hosting the contents written by your hand.
The plugin we are talking about is Chrome MozBar, which you will need to install on Google before starting your search: this is the tool provided by the Moz platform that will show you the main data on SEO directly in Google SERP. Using it, you can more easily identify the most authoritative websites on the one hand, and those to avoid on the other.
Have you already installed this plugin? Well, now is the time to use Google’s Search Operators to refine your search:
inurl: this search operator is able to limit your search to the results provided with a specific keyword within the website url. If you are looking for a site in which to publish guest posts located in Turin, for example, try this search: [torino inurl: guest post]
titolo: it is similar to inurl but involves the title, in fact, it will limit the results to those containing yours search term in the title of the page, such as [torino title: apartment]
inanchor: restricts the search to pages that contain your keyword within anchor text or links that point to the same page, for example [torino inanchor: furnished apartment]
How can you measure the success of your campaigns
Once a piece of content is published, the time has come to measure its performance. By carrying out a thorough analysis of every action you have taken, you will be able to understand what is the best way to make your efforts and economic investments in digital marketing pay off.
What tools to use?
1. Google Analytics
This is the tool you can use to track and measure the traffic and conversions your content has been able to generate over time. You should make sure that the links within the article are highlighted via the Google URL, in order to identify where the inbound traffic is coming from. Furthermore, by adding a note to your account, you can easily identify the launch date of your content within the chart.
2. Social share
Most editors pay particular attention to tools that measure how many times your content has been shared or liked. There are many tools you can use to measure how much traffic your social content has generated, but usually, it is sufficient to refer to the tool offered by the social network itself with certain reliability and precision. If you use Twitter, however, keep in mind that it no longer supports tools that count actions, so you may be forced to look for an external tool to measure your performance within it. If you have a count of the total shares of content on social media, you can proceed by difference: subtracting from the total number of shares on Facebook, Instagram, Pinterest and LinkedIn, you will have the number of shares registered on Twitter.
Local content marketing, is the future of small and medium real estate agencies
Here we go again, it is the eternal dichotomy between small local agencies and large real estate brands, both franchised and independent: which of them wins in the game of local content marketing real estate?
Small real estate agencies, which operate within a rather limited local range, enjoy an extraordinary competitive advantage when it comes to content marketing: in fact, the audience they target can be targeted much more from the point of view. geographical. Your agency, therefore, has the possibility of entering the world of the Internet on the local real estate market by providing resources and information adequate to the requests that customers usually make to a professional in the sector such as a licensed real estate agent.
When we talk about big brands, they must necessarily address a wider target, often delocalized throughout Italy and probably even beyond national borders: this means that it is not always possible to fully respond to the needs and needs of the reference market, too heterogeneous and fragmented for a real estate local content marketing strategy executed in a workmanlike manner.
So what do you need to do if you are a small real estate agency and want to generate higher traffic on your real estate website? Clearly, as you already know if you have read our real estate inbound marketing guide, you will have to try to attract those who are looking for you locally, within your territory of action, first of all identifying who your buyer personas are.
Acting actively to stay ahead of the competition has become increasingly important for a real estate entrepreneur like you, making sure that interested people find your business on the web in an agile way when they start searching on Google or other engines. of research. Increase and optimize the visibility of your website within the local search results: only in this way will it be possible to achieve all this.
On the other hand, it is now clear that real estate agencies that focus on local content are growing exponentially from year to year. This becomes a tangible fact especially when, when you are working to gain visibility at a local level, it is increasingly difficult to position yourself online among the excellences of your area due to the growing number of competitors involved. That’s why there is no more time to waste!
It’s time to put your local content strategy into action
How does the process underlying local content marketing work in small and medium-sized real estate agencies? It is not that difficult to create effective and interesting content based on what your business idea is. Look around and everywhere you will discover content to tell, stories capable of thrilling future readers through the story. You can tell your company story through informative but emotional content, within which people can find your values, what you and your company believe in.
When positioned correctly through the real estate SEO logic that we have explored several times, real estate local content marketing can therefore be used to attract visitors, also providing the user with a satisfying user experience. In fact, there are several aspects to which particular attention must be paid when you want to implement quality content, in order not to end up boring your audience but on the contrary to make them feel really part of your company and to ensure that it fully shares your mission. and your values.
Writing, writing and writing: there is not only this in a content
We said it, content surrounds you and tells you stories all the time. But it makes sense that if you don’t have a plan regarding what you want to tell people and what you want them to absorb from your stories, the final product is likely not to reflect the effort spent and the investment made in writing content and in their publication.
Within a well-defined geographical area, your real estate agent can also be considered a perfect source of content. Is there anything that expresses your values, your brand, and your sacrifice towards the satisfaction of your customers better than your agency in a strictly “physical” and “real estate” sense?
You will realize that you are managing to make more thoughtful decisions and not make costly mistakes if you start thinking about everything you have inside and next to you as if it were content.
The utopia of growth that takes place in an economic, simple, and sudden way
Usually, the real estate agents that we happen to meet for a web marketing consultancy, want “only” a couple of things: fast production of content, at a reduced cost. Well, raise your hand if you don’t want these two aspects in all your projects …
However, the reality is that those cases in which, in the face of fast production at low costs, the quality of the contents is achieved are really rare (someone tells us about them because we don’t know of them). And this, unfortunately, or fortunately, is a general rule of life. However, we know for sure that in the medium-long term, the growth rate in terms of traffic acquired on the pages of your website is much higher than the cost incurred for the continuous creation of content. And, with a good deal of resilience and consistency, your initial efforts to plan and implement the strategy will certainly pay off.
A continuous process of content production
Where is the difference between a geo-localized content strategy and a traditional one? The creation of performing content is a relatively simple activity, but the difficulty lies in creating a machine capable of generating localized content with continuity and constancy.
It is a process, or rather a real structure, not a sporadic or one-off activity. This scaffolding must become the foundation of your real estate local content marketing program, which must be continually reviewed, revisited and replicated.
Let’s now try to structure the process in a timely manner:
1. Identify your local audience: if you are a small or medium real estate agency, before starting with the writing of the contents, define the buyer persona that best suits your services or the properties in your real estate portfolio, that is, the one you would like to address your offer.
Now put yourself in a position to have everything you need to create great content, customized for your target audience. Here we run to your aid, pointing out some useful tools for this purpose:
- Facebook Insights: thanks to this tool, you have the opportunity to understand if the activity you are carrying out on Facebook is going in the right direction, as well as to understand the real engagement generated by your local content and the area of origin of your audience, along with much other information.
- HubSpot is a high-profile suite that allows you to draw up the essential points for identifying and understanding your target audience. HubSpot provides you with a series of customized forms by means of which you will be able to collect a myriad of useful information on your buyer person of reference; moreover, thanks to a special live chat, you will have the opportunity to ask direct questions to people who show an interest in your real estate website. Thanks to an analysis of the data collected in this way about your contacts, you will also be able to identify the main trends to follow in your strategy and identify your ideal target.
- The “Google Keyword Planner”: You can use this tool to search locally. It also uses the data previously collected by Facebook Insights and you can associate the volume of the keyword search with the size of the audience, in order to evaluate if users are active in the search and in the eventual purchase of properties in that particular area.
2. Do an analysis of the competition and of the content: to find external content that may be useful for the preparation of your own, you can consider the idea of taking a look at what have been the latest moves of your competitors, with particular attention – it is obvious – to those real estate agencies that have been successful. Make a list of the most interesting articles, the most read and best indexed on Google and analyze their peculiarities, in order to better understand which are the best topics to be addressed, in order to focus your work on best practices as much as possible, avoiding consequently everything that does not point in this direction.
Now, if you want to understand if your content is effective or not, we have devised a small checklist of things to do before publishing it:
- Research of relevant keywords locally: finding the right keyword is a decisive operation for the purpose of the “local optimization” of your content, or more generally of your website, a fundamental step that allows your real estate agency to gain increased visibility. To succeed in finding the best keyword to use, get help from Google Adwords, thus attracting people or companies who are looking for a real estate agent with your characteristics in your area.
- Create an editorial plan for your content: now that you have found the most suitable keywords and drafted your content with a view to real estate SEO, you need to do a little big upgrade, organizing your content in the best possible way, so that you can have control of everything what happens and when it happens. We are talking about the elaboration of an editorial plan, which usually takes place in relation to the size and organization of any internal content marketing team. Therefore the various situations within each single agency can present great variability so that the possible approaches can in turn be multiple, but all will in any case have common traits, here they are:
- Schedule the timeline, monthly or weekly, with the help of a special file
- Using the same file, identify deadlines and weekly deliveries, highlights such as keywords and snippets, content title proposal, links to similar content, publication timelines
- Assign all the information you have collected to your collaborators, transforming them into To-Do with precise deadlines
- We have a little advice in store for you, regarding the software that you can use to share information with the whole team in a simple and intuitive way: to plan the different activities try Basecamp (you can share some projects with your customers too) or Trello
3. Now you can devote yourself to writing: once you have identified the keywords, you can insert them in your content in order to position it in the best possible way on the various search engines, Google in the lead. It is obvious that you do not have to stop only at the body of the content, since for perfect SEO optimization, the keyword must also be inserted in the title and URL of the article, in the title and description of the images, in the snippet, in the summary.
The content is ready. How to promote it locally?
Social networks and social media are increasingly limiting the reach and therefore also the effectiveness of posts that are not sponsored, so “unfortunately” the advice is to use paid advertising tools such as Facebook Ads or Linkedin Ads to amplify the resonance of your content, especially those you think may be of greatest interest to your local audience: in fact, this advertising tool is very valuable in order to specifically target the local audience you are aiming for. In any case, it is always a good practice to share articles on social networks manned by your real estate agency, a good idea to promote it and make it (even) more visible is use Facebook Ads.
The web platforms that allow social advertising are indispensable in the context of a marketing mix that every real estate agency should be equipped within their strategic plans. The social networks and social media on which you can start making sponsored posts on your local content allow you to independently decide several crucial aspects:
- The investment budget
- The city in which to intervene with the sponsored
- The demographic data of the audience to be intercepted
- The interests of the same components of the target audience
- Psychography (describes the psychological and behavioral attitudes of your target)
You can also be able to find local customers through your and your staff’s participation in events organized in your area of interest, such as:
- Sponsorship of events, conferences, festivals, meetings
- Co-marketing actions with other operators in the area or with other real estate agencies
- Participation in fairs and events in the real estate or related sector
- Donations to local charities
If you decide to take actions such as those listed above, not only will you have excellent networking opportunities to consolidate your local knowledge and brand awareness in general, but it will certainly result in very interesting material for creating content.
Take advantage of these initiatives to create textual content, but also multimedia, such as photos, videos and infographics, which you will need on the one hand to interact live with customers connected live on social networks, on the other to have material available for a social editorial plan really interesting in terms of local promotion of your agency.
Measurement and reporting activities
You have created your content, you have sponsored it, you have responded to user comments on social posts and on your blog, you have seen the reactions to the posts follow one another. Now the time has come to draw conclusions, to go and measure what was the real response of your audience to the content produced, to evaluate which types have “pulled” the most, those you should intensify the publication of and those that you own do not work.
That of measurement and reporting is an activity that, like the “content calendar”, is not standardized, which does not have a pre-established univocal timing: in general, the reports should be carried out on a weekly or monthly basis, so as to periodically cover the activity of local content marketing carried out in a given period.
In the generated reports you can analyze and compare very important data for your business, such as:
- The traffic generated by the content, both quantitatively and qualitatively
- What contacts were actually generated
- An analysis of the strengths and weaknesses of the content
- The planning of the subsequent editorial plan, based on those already carried out
- The total budget spent and how in detail
However, we think that the process described may be subject to changes, depending on the nature of your real estate agency or other factors.
The entire cycle of local content marketing experimented following the best practices we have exposed to you so far, is undoubtedly the one that today turns out to be the best strategy applicable to your real estate business, but we would like to specify that it is always perfectible, in how much the field of digital marketing is constantly updated and it will be our concern to constantly add all the news about it.
Real estate agencies: localized contacts = profiled contacts
If you have read the WeAgentz guide carefully, you will have convinced yourself that local content marketing is undoubtedly a very effective way to generate traffic, to make link building and above all to generate leads.
Yes, we know, creating content, measuring it and constantly improving strategies takes time, but we believe that you will see the fruits of your tireless work as you begin to build solid, authentic and lasting relationships with customers and prospects.
In fact, the ultimate goal of real estate local content marketing is precisely to create original and truly interesting content for those who live and work within your own territory, or for those who are simply interested in it, so that all poor quality content that you see constantly scrolling on the message boards of social networks, may slowly be replaced by yours and disappear permanently.
Write useful content for your buyer persona and you will not only receive personal gratification, but also professional gratification: you will see how over time, through these constant high-profile activities, you will significantly improve the traffic generated by your website, gradually registering more visits, more contacts, more leads, more customers, more sales, and ultimately… more revenue.