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Real Estate Blog Ideas: 4 Tips For Creating Lead-Driving Content

A trend in brand marketing that is showing an excellent return on investment (ROI) is customer-driven content. Contrary to what intuition might tell you, developing a branding campaign is not about you or your company. Your brand is about your clientele, and as such, your brand will be determined by them. The content you produce for your brand is a reflection of who, not how, you provide services.

Lead-driving content is not a marketing trend specific to real estate. It is determining the content produced in all industries across the board.

Using the right tools and platforms is critical — which social media outlets to use, what kind of email and newsletter campaigns to run, what kind of non-digital marketing campaigns (billboards, fliers, signage, etc.) are most successful — but it is the value of the content that will determine the success of your marketing campaign.

As you might expect, producing lead-driving content is not as straightforward as producing content on a whim, developing content at the behest of your own inclination. There are four elements of customer-driven content a real estate marketing agent must take into account when developing a campaign:

1. Create Custom and Specific Content

Customer-driven content that is custom and specific – unlike the repurposed and generic content that is quickly losing sway with Google’s algorithms – generates traffic at a much higher rate than content produced by real estate agencies that do not take customer experience and expectations into account.

According to marketing group NGData.com, “90% of consumers find custom content useful.” Proof of the value that real estate clients – and all potential customers, for that matter – put on data-driven content is the fact that, “marketing data and analytics users are 57% more effective at increasing their productivity with integrated marketing technologies.”

2. Use Content Metrics to Determine Value of Content

While marketers, writers and business executives can debate the value of a marketing campaign, the success of content is not an abstract, subjective debate. Content metrics will tell you if content is producing traffic on a site.

According to Scripted, one of the marketing industry’s premier content production firms, the most important metrics are:

  1. Consumption metrics
  2. Click-through rates
  3. Social interactions
  4. Visit duration (time on site)
  5. Revenue per customer

3. Use Personas to Determine the Composition of Customer-Driven Content

Keyword tools are valuable tools. Keyword tools help a marketer figuring out what content people are searching for, but you must first know who it is searching that’s for content in the niche you fill. Knowing what real estate clients — and potential clients — want is determined using two methodologies: metrics and persona development.

Persona development requires an understanding of the market you are trying to corner. It includes “demographics, geographics, and psychographics. It’s all about learning the buyer’s lifestyles and habits.”

4. Integrate Content Across Platforms

There is a difference between repurposed content and content distribution. Backlink your content across platforms. Tweet a section of a blog and include a link to the blog. Summarize the blog in Facebook and — again — back-link to your site. Create an Instagram post and — once more — back-link to the original blog.

Back-linking off social media is not a black-hat trick. It is a solid, efficient use of the high-quality content you produce for your IDX-powered real estate blog.