Content Strategy for Real Estate Teams: Social Media, Newsletters, and Blogging Best Practices

There is a ton of real estate content being produced right now. We know, we're making a lot of it for our clients.

Standing out in a crowded space always feels like a tough job…until you realize that in a crowded space, most of the competition is doing the exact same thing. Therefore to stand out, you just need to buck the trends and carve out your own niche–a fresh, engaging content strategy that cuts through the noise.

A well-crafted content strategy can be the linchpin for success. For real estate teams, this means developing a comprehensive approach that spans three main platforms: social media, email newsletters, and creating custom articles (blogging) for your website. A crucial element in this strategy is personal branding, which serves as the foundation for connecting with your audience on a deeper level, which is the perfect place to begin.

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Personal Branding: The Heart of Your Content Strategy

Personal branding goes beyond merely showcasing listings. It's about creating a narrative that resonates with your audience, positioning yourself as not just a service provider, but as a trusted advisor on your client’s real estate journey. This involves sharing your expertise, insights, and personal stories that help build a relatable and authentic brand.

Videos play a pivotal role in personal branding, offering a dynamic way to engage your audience. However, the focus should not solely be on traditional talking-head videos. You can see significant impact by turning data into moving visualizations that tell a story, or shooting videos in the community to highlight local attractions, developments, and market trends.

These approaches not only make your content more engaging but also help establish your expertise and local knowledge. And, equally as important: they’re different from what everyone else is doing.

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Local SEO: Maximizing Visibility Through Blogging

Professional writing with a focus on search engine optimization (SEO) can pay for itself 100x over if it’s done properly. In the real estate industry, one cannot underestimate the importance of local SEO.

By creating content that is optimized for local search queries, real estate teams can significantly increase their visibility among potential clients searching for properties or real estate services in specific areas. This involves using local keywords, writing about local events, market trends, and community guides, which can help your website become a go-to resource for anyone interested in real estate within your area of operation. When you start positioning your brand as a content outlet, your consumers will start turning to you with their real estate questions and concerns.

And that’s when sales take place.

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Newsletters: A Case Study in Effective Communication

Our experience in creating and managing the newsletter for Real Estate Works (REW) offers valuable insights into effective content marketing. The REW newsletter (dubbed REW News), which reaches over 100,000 home seekers and agents, is a testament to the power of curated content in building and maintaining engagement.

The key to its success lies in its mix of educational content, entertainment, and selective marketing messages. This balance ensures that subscribers receive value from each communication, positioning REW as a thought leader in the real estate space.

Book a call to learn how we can help your company grow with content creation.

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The Marketing Funnel: From Social Media to Newsletter

A strategic content strategy moves potential clients down the marketing funnel, from initial awareness on social media to deeper engagement through your newsletter.

The goal is to gradually "own" your audience, creating a direct line of communication that is not dependent on the whims of social media algorithms.

This is achieved by providing consistent, valuable content on social platforms that encourages followers to subscribe to your newsletter for more in-depth information, exclusive insights, or early access to listings.

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Selective Marketing: The Jab, Jab, Right Hook Approach

Marketing to your newsletter list requires a selective and strategic strategy.

The majority of your content should be educational and informative, building trust and establishing your expertise. This can be interspersed with sales-oriented messages, following the "jab, jab, right hook" approach—where the "jabs" are value-adding content pieces that engage and inform your audience, setting the stage for the "right hook," your sales pitch.

This method ensures that when you do make a sales offer, it is received by a warm audience that sees you as a credible and valuable source of information.

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Next steps for real estate teams

A successful content strategy for real estate teams involves a multifaceted approach that includes personal branding, the innovative use of video content, a strong focus on local SEO through blogging, and a carefully curated newsletter that serves to educate, inform, and eventually convert your audience. Make sure you’re presenting yourself properly on each of these three platforms, and invest your marketing dollars into growing your audiences–all the while watching that audience flow from your social media channels to your website and newsletter.

By implementing these best practices, real estate professionals can create a compelling online presence that not only attracts but also retains a loyal audience ready to engage with their services.

Ready to become a content powerhouse? Let’s talk strategy.