How to Create Killer Content for the Property Market

Published: 20 August 2015

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Create Killer Content

How to Create Killer Content for the Property Market

Content marketing is a proven tool that generates leads and grows your business. Here we take a look at ways you can deliver compelling copy that directly hits your target market.

Know who you’re talking to

Identifying your audience is crucial before you even start putting pen to paper or more likely fingertip to keyboard. You know yourself that international property markets are fast-becoming investor driven, while you’ll always have your bread and butter homebuyers to cater for too.

The two groups have very different criteria behind buying property and so you need to find where their interests overlap when presenting a listing in your marketing. That way you stand a better chance of ticking more boxes no matter what the motivation is to buy.

They want more information

What both groups of buyers have in common is that they want more information. That’s a given whether you intend to live in the property or not but importantly, the information has to extend beyond the property itself and into the wider community. Both groups will want to know what the energy efficiency of a property is, what rates are payable, where the nearest schools are, what level of affluence exists in the neighbourhood, what new business is coming into the area etc.

In that respect you can easily appeal to both types of buyers by giving them as much information as you can on your website and in your email correspondence. Overload them with information if you have the energy because that garners more business, particularly if you schedule your content releases and always keep your website updated with fresh material.

Make it interesting!

There can be a tendency to feel the need to showcase your grammar skills and excellent vocabulary when writing content for websites or suchlike. But all that does is weigh down the copy for the reader. Stick to plain English and keep your copy concise and easy to read. You want your visitors to understand your message rather than to reach for the dictionary

Consider the rhythm of what you are writing. Read things back to see if the sentences flow nicely because it makes a difference to the readers’ experience. If you have a tendency to write short sentences, make sure they don’t sound too staccato because it makes the reader feel ‘uncomfortable’ due to the harsh rhythm.

While news articles and reports should always be written in a formal style, articles selling a local area are a different kettle of fish altogether and you can really express your personality. You want to sound welcoming and you want to make prospective buyers feel compelled to join your incredibly close and friendly neighbourhood so make sure you concentrate only on positive information that will appeal to the decision-makers.

Report on any successes, achievements, events and new developments in the community as and when they happen and provide links to local amenities or websites of interest to your prospective buyers to attract them. Create a ‘real-time’ feel on your website so that the visitor is in no doubt that you care about your internet presence and you are in regular contact with your clients.

Get into Visual Stimulation

It’s not just about what you write, it’s also important that a piece looks good and is presented in a way that directs the reader to the actual words, enhancing the message you’re trying to deliver. Think about how you structure the piece so that the paragraphs aren’t overly long and difficult to digest.

If you are writing about a complex listing or you’re producing a buyer’s guide, break it down as much as you can with sub-headings. Use bullet pointed lists to present statistical data, a property’s features or other lengthy chunks of information and they will be more digestible.

Try and keep your content concise

On your website, try and keep your content concise and have a download area where visitors can select more information specific to their requirements.

If you use images always ensure they either belong to you or you have paid the licence to reproduce them in your content marketing. The costs of copyright infringement are not worth the risk of downloading an image you like from Google.

Infographics are a great way of hooking your audience and they work really well for the real estate sector. You can report regularly on activities and developments in your community using a cleverly-designed set of graphics with minimal text and it’s worth considering investing in a professional template you can use to create your own bespoke infographic at regular intervals.

In general, visitors to websites or recipients of email marketing respond better to visually pleasing content that is packed with information while being easy on the eye.

Keep your Content Compelling and Keep it Coming!

The shelf-life of content on the internet is incredibly short and so it’s crucial that you consistently deliver fresh copy whether it’s on your website or marketing emails. Nothing gives a worse impression than a website with news pieces that are old and no longer valid or presents a listing of a property that’s no longer available.

It’s important to devise a strategy for your content marketing and to constantly be sourcing new ideas of things to write about! You need to know how often to send out your newsletters, how many news pieces to upload to your website each week and how frequently to run your email campaigns. Build a strategy on a wall planner so that you know what happens when and you can plan for it.

Before long, you’ll see a noticeable difference in the number of visitors to your site as the internet starts to recognise you as a decent source of up-to-date information for the property market in your area. If you play your cards right, you’ll notice an improvement in your sales figures too!

Make it visible

You could create the most compelling content in the world but it is of little or no use if no one sees it. Make sure you plan carefully where you will publish your content and where you will share it. If you have a new news story, make sure you feature a link to it on your homepage. A new piece of content, buried pages into your website is unlikely to be noticed.

And make good use of your social media profiles. Share all your new content as widely as possible across your social channels to reach a wider audience and encourage your followers to share it further.

Always remember to include links back to your original piece of content. That way, not only will your content have reached a wider audience but you will also have driven more visitors to your website.


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