Tips for promoting real estate content to property investors
Content marketing in the real estate industry is hard, and the fact that property investors barely have time to find your content (let alone read it) doesn’t make it any easier.
But while that may sound dismaying, property investors are actually a great example of how strategic content amplification can help a real estate company reach investors more effectively. When you stop expecting people to simply find your content and instead focus on making it simple to do so, you start seeing results much faster.
This is the subject of today’s article. We’re showcasing content marketing tips for real estate companies with property investor customers, talking about different forms of content promotion. We’ll focus mostly on social media – as arguably your most powerful and diverse tool – but keep scrolling because we’ve got tips for emails and online ads, too!
Part One: Social Media
More than 3 billion people around the world now use social media each month, according to a combined We Are Social/Hootsuite report. That means opportunities abound for the savvy real estate marketer.
Let’s examine some of the platforms you need to be on, and how to use them to promote your content:
Facebook has proven popular – and lucrative – for real estate agents. In fact, according to the National Association of Realtors in the US, 69 per cent of realtors are on the social media site.
Facebook is a good all-rounder platform. You can post articles and ebooks as easily as videos and podcasts, while at the same time engaging directly with investors, accessing detailed audience analytics, promoting posts with paid ads (which we talk about in Part Three of this article) and hosting events.
Facebook quick tips:
- Post at least once per day.
- Use visual content – audiences respond better to images than text.
- Study the analytics. Learn who your best audience is and when they are typically online. Then post at those times, and promote to those people.
- Use Events to get interest in your business, and encourage attendees to like your Facebook page.
- Add share buttons to your website and all content, to encourage user sharing.
YouTube is the second most popular social media platform in Australia (Social Media News) and the most popular in New Zealand (Statista). People love videos – and your investor customers will too.
But how can you use YouTube to promote content to property investors? Here’s an idea: Try repackaging your long-form written content into bite-sized video chunks (even animated ones) to educate your audience on the topic, but leaving them wanting more. That way your video encourages click-throughs to the full thing.
Here’s another idea: YouTube videos rank well in search, so with some clever use of video SEO, you could get your video content to rank organically, catching any customers who have specific queries. This way, your videos can act as FAQ answers – and again, you use these to encourage users back to your other, bigger content pieces.
YouTube quick tips:
- Use relevant keywords in the title and description, to help your SEO.
- Make it easy to click from YouTube to other content by using YouTube end screen CTAs and links in your descriptions.
- Add tags to your content to make it easier to find.
Pinterest has 175 million monthly users, and has been growing steadily for a number of years. For business users, Neil Patel’s guide to Pinterest says that each pin is worth around two site visits and six pageviews.
Pinterest might be small compared to other platforms, but it has a thriving and engaged community of users. Check out these quick tips to get stuck into posting your content:
Pinterest quick tips
- Post about five to 30 times a day, spread throughout the day.
- Keep your content diverse – not just a load of one thing (i.e. photos). You should have plenty of content possibilities from articles on your website, any whitepapers or e-books, and of course high-quality photography.
- Collate pins into topics to make them easier to peruse, like “Open-plan office spaces” or “Modern bathrooms”.
- Promote your pins in other places, like your blogs or newsletters.
- Add the Pinterest ‘Pin it” widget to your website, to encourage user sharing.
- Use keywords in your pins to help them be discovered.
- Ask for repins in your pin descriptions, like a CTA.
- Engage with your followers. Talk to them, answer questions and reshare their content.
As a market-leading B2B networking platform, LinkedIn is prime for promoting real estate content straight to professional investors. This is not just because of the platform’s Facebook-like news feed, but because it has two key features that are perfect for the real estate industry: Lead-gen and groups.
For collecting leads with LinkedIn, when you promote a post or send a sponsored message, you can add a lead-gen form. You can also add lead-gen forms to Slideshare content. When someone clicks, LinkedIn auto-fills the form with their details, saving the user’s time. This encourages a click-through because there’s less work for the user to do – especially on mobile – and it adds their email to your database for future use (more on emails in Part Three).
As for joining LinkedIn groups, these are a great way to directly network with professionals in your industry. When you join discussions on property investment, you are building relationships with the people who you want to read your content. They will look at your profile and see articles you’ve shared, if you haven’t posted them directly into the group.
LinkedIn quick tips:
- Don’t join too many groups – or else you’ll struggle to be a major part of the discussion in each. Focus your efforts.
- Don’t join only to spam links. Only link out to content if it’s natural and a part of the conversation. Try hard to to be a valuable member of the conversation. People will find links through your personal profile.
- Always check the results of your lead-gen campaigns before starting a new one. That way you can refine your audience and your strategy.
Finally, there’s Twitter. Thanks to its hashtag system, Twitter makes it easy to find readers for your content. And with its @ mentions, you can talk straight to influencers in your market, too. This makes it an excellent platform for posting content and discussing it with others.
Twitter quick tips:
- Post about 15 times a day, spread out throughout the day.
- Retweet and curate others’ posts, as a part of your 15 a day.
- Make your tweets compelling to click (like an article headline)
- Use images!
BONUS TIP: You mentioned influencers?
Influencer marketing is when you promote content via influencers, aka relevant industry faces with strong, engaged followings. You can read more about using influencers and building yourself into one in our article “How to build your brand influence online”.
Part Two: Email marketing
Email marketing still has a very big place in today’s digital arsenal. It’s the third-most influential source of information for B2B audiences, and can generate up to $38 for every $1 spent (both stats from Imagination).
How to use emails to promote content to property investors
There are two paths you can take with email marketing that will work well for this audience type: Subscriptions and nurtures.
Email subscribers: The only people who subscribe to an email list are people who actively desire content from that source. Therefore, if you can increase the size of this list, you’re taking a lot of the work out of content promotion because you already have a list of interested parties.
Building subscribers quick tips
- Ask! Use CTAs to encourage users to subscribe and talk about your newsletter on social media.
- Add email share buttons to each piece of content to encourage users to forward content to their friends, expanding your potential email reach.
- Create valuable content and put it behind a sign up gateway. Promote this content through other channels to capture user email addresses.
- Make it easy to subscribe – don’t put too many fields in your sign up forms.
Lead nurturing: Essentially, this is sending catered emails to people after a certain event. Let’s say someone attends a talk you hosted, or a property walk-through. Send them a relevant follow-up email with an e-book attached to capitalise on their interest!
Email nurturing quick tips
- Always remember to get people’s emails at events, so you can follow up with content.
- Send value, not spam. Only forward content that’s worth their time.
- Segment your audience. You need to know who is who and what they are interested in, to deliver more relevant emails.
Part Three: Paid advertising
Boosting your reach with paid advertising is a surefire way to get content in front of more investors. In fact, Google Ads on its Display Network reach about 80 per cent of global internet users, according to the company’s own stats.
Locations to consider paying for ads:
- Google: Google Ads either on the search engine or Display Network get your content in front of people where they are already searching or reading. If you have content that answers search queries, get it on Google.
- Social media: All the major social media platforms mentioned today have paid advertising options. Facebook is the most popular, though LinkedIn sponsored posts and InMails are a fantastic way to generate leads.
- YouTube: We’ve separated video advertising from social media in general because it’s a little different, playing either before, during or after someone else’s video (or appearing as a sponsored post in the suggested videos feed). Video is highly effective for advertising because it’s so engaging, so if you’re making video content, consider promoting it too.
Advertising quick tips
- Promote your best content.
- Focus on writing compelling copy or creating a compelling video – an ad is like a headline (it must scream “click me!”).
- Target your ads properly. Break down your audience into segments and specifically target unique segments with unique ads. Don’t use a one-size-fits-all approach.