How Targeted Content Can Help You Find Your Best Real Estate Buyer Leads
By Matt Barba
About Inbound Marketing
Creating and sharing successful real estate content is all about your audience: who you’re speaking to and what you’re trying to say. Too often agents create content without a plan, and end up being disappointed by lack of overall engagement from the leads they want. The top aspect that makes content effective is how relevant your audience finds it.
But how do you figure out how to make your content relevant for your leads? Below, we’ll go through the steps for taking your expertise and aligning it with the topics your leads care about most to create the best content for your real estate marketing.
Your Ideal Customer
To make the most of your real estate marketing efforts, you first have to define the group of people you’re creating your content for (your target audience) and what they’ll find useful about it (your targeted content). Think about your past successes. What were the characteristics your leads shared? How did you nurture them? What kinds of questions did they ask during the buying process? It’s likely they all had similar desires when they went through their home search, and it should be your goal to gather that information together to better understand the audience you would like to reach.
Your ideal customer is hopefully based on prospects you’ve assisted in the past, but maybe not. It could be the client you aspire to one day help. Pinpointing your ideal customer involves taking a closer look at your business: what your focus is and how you intend to use that knowledge to help future prospects.
Here are some of the details to consider when defining your ideal customer:
1. What specifically does your agency provide to its clients from their perspective?
Do you provide a type of service or expertise they can’t find elsewhere? Working within a niche is especially relevant when asking yourself this question. But also consider why you’re passionate about real estate, and what makes your business unique.
2. How are your customers defined?
Consider basic demographics like age, financial situation, and occupation, as well as aspects like family size or military background.
3. What types of areas and properties interest them?
Is your ideal customer an aspiring city dweller or do they crave the suburbs? Are they specific properties styles and features they are seeking?
4. What frustrations or stressors have they encountered? How does your business solve these problems for them?
For example, let’s say you’ve worked with a lot of clients with young families relocating from other parts of the country because of their jobs. You have a wealth of information about the community and the types of homes in your area, as well as resources about everything from moving companies to schools and utility companies.
Your personal thoughts are a great start, but now it’s time to use data to enhance your lead profiles, which are called buyer personas.
Creating Buyer Personas
Even within your niche, your lead types will vary. To effectively categorize your incoming leads and provide them with content specific to their needs, you’ll need to create buyer personas, which will help segment target audience. Be as detailed as possible with your buyer personas because research shows that this practice works. Top performing companies map 90% or more of their customer database by persona, and creating these will only help your business in the short and long term.
Here are some steps that will help:
Analyze Trends in Behavior
How do your prospects tend to engage with your content? Do they prefer to read blog posts or are they more visual and prefer to watch videos and view infographics?
Google Analytics is a handy tool to help you determine details like how long someone stays on your site, and which pages they engage with the most so you’re able to analyze what your prospects are interested in.
If you’re a broker or work within a small team of agents, ask your colleagues who have spoken to prospects in your market what they’re curious about or the concerns they’ve voiced.
Interview Clients (Or Revisit Your Notes)
This step works well with prospects you’re nurturing as an opening conversation, but it is also effective with past clients. For people you haven’t converted yet, did deep in your conversations to get information about what they need help with and right down those topics. For past clients, look over notes and communication points to see what questions they asked and what you did to help them through the process — these will all be great content points later.
The personas you create should all be specific and individual, with as much detail included as possible. Don’t be afraid to alter or remove personas entirely if you don’t have enough information to flesh them out. Regular revamping of your personas will help you come closer to the prospect who will eventually turn into a client.
Targeted Content for Your Niche Audience
The beauty of targeted content is that it’s created with a specific group in mind to enjoy and learn from, in the way they prefer to consume content.
As we said earlier, taking a closer look at your prospects inevitably forces you to examine the goals of your real estate business and what types of content you’re producing to generate and nurture leads. When done the right way, you’ll only focus on the niche you work in, and delivery value to your target audience. For example, let’s say you specialize in selling to first-time homebuyers. Your audience will potentially be in their early to mid 30s, financially stable, and looking for a variety of resources on home ownership, mortgages, and purchasing decisions. Brainstorm a list of the types of information your audience wants to consume.
The beauty of targeted content is that it’s created with a specific group in mind to enjoy and learn from, in the way they prefer to consume content. But not all content is relevant for each prospect. It’s vital to think about where your buyer leads are in the sales process and how you can nurture them to conversion with the information you provide.
Top of the Funnel
New leads visiting your site for the first time will be curious about your brand and what sort of agent you are, and the area you’re an expert in. Engaging blog posts, brief explainer videos, and social media shares are perfect for leads at the top of the funnel. Don’t forget to ensure your content is a good mix of the visual and analytical.
In this stage of the buying process your leads are gathering information to move closer to a decision and will want lots of data-driven information like market and listing reports, information on schools, local businesses, and medical facilities. Detailed area and community pages are ideal because they give your leads insight into market data and the cultural aspects of your area. Leverage any original market research you’ve conducted to increase engagement as well.
Prospects are very close to a decision at this point in the funnel. Despite this, it may take continued nurturing efforts on your part until a sale is final. Utilize social proof to your advantage in the form of past client testimonials, follow up with special guides and resources based on their questions, and provide your prospects with detailed listing reports on homes they would be interested in and their specs.
Want more ways to engage your real estate buyer leads with content? Check out Placester’s ebook on how to earn leads with your blog.
How do you use content for lead generation? Tell us in the comments below!
Published on February 1, 2017
Written by Matt Barba
Matt Barba is the co-founder and CEO of Placester, a real estate technology company based in Boston. Placester makes it inexpensive and simple for real estate professionals, developers, and their partners to create real estate websites. Matt is a 8-year real estate industry veteran; initially an agent and more recently as a technologist and author of the most widely used real estate WordPress plugin Builder.