Quite a few realtors have trouble with real estate posts and content ideas. And you might wonder why.
To have a good and successful content marketing campaign, you need to create content and posts regularly in the long run.
It means you need to develop different ideas for posts, articles, videos, or other forms of content that you decide to focus on.
Many run out of ideas along the way. At some point, they stop, making all the previous time and work invested almost useless.
Today, I will give you a long list of 254 real estate content ideas so that you will hopefully never run out of content ideas again and an ultimate strategy guide on creating real estate content.
The aim is to help you generate search traffic and better-quality leads.
28 (Real Estate) Content-Type Building Blocks
The format of real estate content doesn’t matter, be it video, podcast, written article, or infographic.
It will mainly start with a text.
The most versatile to me is creating articles, which you can reuse for all the other formats.
If you don’t want to lose yourself and stay resourceful, you might want to focus only on one format at first according to your strengths and skills.
Even if you focus on video, you would first write some script or bullet point list to prepare each video.
So, that’s why I find articles the best basis for all the other formats and will focus on the written word in this article, which you can extend to the other content formats.
In this section, I will give you different content types, which you can also apply to other formats for the most part. You can also combine many of them.
- The List Post: The article you are reading is mainly a list post. It usually has some number in the headline (e.g., “100 Ways of Not Closing a Real Estate Deal”, etc.).
- The Definition Article (e.g., “What Does ‘Going into Escrow’ Mean?)
- A Technical Blueprint: Teaches a type of system (e.g., “A Blueprint to Stage Your Property For Serious Buyers, Not Tire-Kickers”)
- Theory or Argument (e.g., “What Is Wrong with Most First Home Buyers These Days”)
- Lead Resource: It is very often a list article but consisting of a helpful collection of links (e.g., “100 Useful Marketing Tracking Apps You Shouldn’t Miss Out On”)
- How-to Article/ Guidance (e.g., “How to Find Pre-Foreclosure Homes”)
- Round-up Post: This one can be helpful for link building. You choose a topic and link to many established websites/blogs relevant to it, citing them in the post. (e.g., “What 23 Real Estate Professionals From New York Can Tell You About Finding A Cheap Apartment”)
- Generous Post: These articles are usually way longer than usual and could make a booklet. They might consist of a complete guide to hosting an open house event (e.g., “The Ultimate Guide to A Successful Open House Event)
- Too Good To Be True Article: This article usually destroys some myths. (e.g., “Too Good To Be True? Is there such as thing as passive real estate investing?”)
- Self-Revelation: This can already be understood from the name because this one gets more personal and private. You might admit some of the flaws or mistakes you made in your business in the past. (e.g., “Why real estate destroyed my marriage, but gave me a new one.”)
- Overview (e.g., “A 30,000 Feet View on The Miami Real Estate Market”)
- News Hijacking: Not the best evergreen content, but you can get some short-term traction. You basically use a current news event and frame your content with it. (e.g., “What the Most Recent Space X Accident Has To Do With Finding Motivated Sellers.”)
- Cheat Sheet Article: You ideally get this content on one page. It is perfectly suitable to include an infographic. (e.g., “All the Ways To Find Buyer Leads On One Page”)
- Entertaining Article: Here, you can be generous with humor and story-telling. (e.g., “How My Wife Went into Labor, While I Almost Got Killed During my First Real Estate Deal.”)
- Use Case: You describe a specific situation or process of your target persona (e.g., “How Retail Buyers Go from Web-Search To Closing”)
- Comparing X with Y (e.g., “Should You Invest in an Apartment Downtown or in a Mobile Home?”)
- Controversial (e.g., “Why Real Estate Agents Will Be Obsolete by The Year 2030”)
- Motivational: This is the Tony Robbins or network marketing style of the post in the spirit of “you can make it.” (e.g., “Don’t give up, you can buy a house, even with bad credit.”)
- Research Article: Ideally suitable for reaching out to thought leaders or larger websites/blogs. You use different sources to write an article about a specific topic. (e.g., “What the Top 10 Brokerage Firms in San Francisco Have to Say About the Dangers Of The Next Housing Bubble and Increasing Tax Rates In California.”)
- What-if Article (e.g., “What If You Could Flip A House Without Having a Real Estate License?”)
- A Parody: This one could be a bit more difficult in writing. It’s an imitation of someone. This person you imitate could be a famous writer or another famous person, etc. (e.g., “How Hemingway Would Have Written the Description of this 10 Bedroom Palace in the Colorado Mountains”)
- FAQ: These could be frequently asked questions from your target audience, people of your neighborhood, etc. (e.g., “The 10 Most Important Questions We Receive from Motivated Sellers”)
- Interviews: You interview one or several people in your industry and/or your target audience about a particular topic. (e.g., “We interviewed 20 Home Inspectors from Miami Beach – This Is What They Have To Say About The Next Hurricane Season”)
- Questions you should ask when (e.g., “Questions You Should Ask Yourself When Receiving Offers from Real Estate Investors.”)
- Project Article: This article lets your audience accompany you during a more extended project (e.g., “My Experience Finding My First Deal – Part One Market Research”)
- Open Question (e.g., “Why Many Sellers and Realtors Don’t Understand Creative Real Estate Investing.”)
- Debate/ Existing Debate (e.g., “Yes, You Can Have A Real Estate Investing Business Without A Real Estate License!”)
- Article Series: This is usually a topic that shouldn’t be written in one article because it’s enormous. (e.g., How to Have A Successful Facebook Ad Campaign as a Real Estate Agent – Part 1″)
What to Blog About in Real Estate? 254 Real Estate Content Ideas
Most real estate professionals can use my list of 254 real estate content ideas (e.g., real estate agents, developers, investors).
Some titles might not relate directly to your business type but can be customized to your needs.
For the real estate industry, these content ideas can be divided broadly into 10 areas:
- Target Group (e.g., Sellers, Buyers)
- Present Market
- Future Market
- Property Features & Upgrades
- Property Maintenance
- You/Your Business
- Your Offers (e.g., Listings, Deals)
- Tools and Technology
67 Real Estate Content Ideas About Location
- The value of a property is affected by the proximity to local amenities.
- Stories and myths about your neighborhood
- Stories about local and/or the fastest-growing businesses
- Typical housing styles and architecture in your area
- What historic building can be found in your neighborhood
- Exciting pictures of your area and the stories behind them
- Pictures of walkable areas and the stories behind them
- Events and festivals in your area
- Events you have already attended
- Present your city council (ideal for interview-style posts)
- New Building Projects and Developments
- The parking and public transportation situation
- The best and worst schools
- Different churches
- Daycare providers
- Best places and restaurants to eat (cheapest vs. most expensive ones)
- Nightlife and entertainment options
- Places for live music
- Nice and cozy coffee shops
- The best ice cream shops in your town, city, or neighborhood
- Best places to shop
- The best antique shops
- Your comment about local news, public policy (warning politics could make it tricky to stay diplomatic), and/or hotly debated issues
- Current environmental issues
- Nice parks
- Different artists and art galleries
- The crime situation
- Special events for children
- Local zoos
- Golf Courses
- Nearby weekend retreats
- Your comment or reviews on local real estate related topics
- Real estate and market trends in your area
- Celebrity gossip in your area (maybe someone bought nearby)
- Most expensive properties in your area (if you are a realtor, not necessarily listed by you)
- A list of properties for a small budget in your neighborhood
- The most modern houses
- Property Taxes in your area
- Job Options
- Commute times from your neighborhood and how to get to the job hot spots
- The homeowner association situation
- Fitness providers (gyms, etc.)
- Yoga Studios
- Hiking trails and group activities
- Collect the best blog posts from others about your town, city, or neighborhood
- Make a collection of the best websites for your local market (not limited to real estate topics)
- Make a list of contact information for the most critical decision-makers in your area.
- Make a collection of recommended real estate pros in your area (e.g., agents, brokers, estate attorneys, appraisers, developers, wholesalers, property management firms, etc.)
- Your personal story about why you like your neighborhood, town, or city
- Testimonials and stories about why past clients chose your area
- A collection of local charities
- If you have one, tell the story of a well-known company in your area.
- A list of famous or your favorite local authors
- The best dry cleaners
- All local tourist topics (e.g., the loveliest rivers and swimming areas)
- A collection of summer camps
- Best burgers, Chinese and Italian restaurants (restaurants by food)
Where to find the best happy hours in your area
The best barbershops for men
Top spa and wellness centers
Recommended beauty centers or plastic surgery providers
The best short term or vacation rentals in your area (e.g., Airbnb listings)
The most exciting museums in your area
A collection of highly recommended interior designers or residential painters
A collection of highly recommended moving companies
A list of emergency contacts
50 Real Estate Content Ideas for Your Target Group (e.g., Sellers, Buyers):
For Sellers (retail & investors):
- The worst home improvements for sellers
- Things that kill the buying motivation
- The most common and biggest mistakes when selling
- Required documents for a mortgage
- The selling process
- Selling with words
- Costs of home staging
- Home staging checklist (DIY)
- Curb appeal guidance
- How to evict tenants from hell
- Pricing tips and guidelines
- Best time to sell
- Selling a foreclosure
- Selling a multi-family unit.
- Selling townhouses
- Open house events
- Getting the most out of selling your property
- Intriguing stories about the home for sale
- Home inspection guide/ checklist
For Buyers (retail & investors):
- Questions to ask yourself to determine if you are ready to buy
- Buying new construction
- Making the switch from house hunter to a homeowner
- The buying process
- The closing process
- Negotiating Tips
- Investing in real estate
- Regrets of first-time homebuyers
- The dream of owning a home (motivational)
- Organizing your moving
- Moving with pets
- Moving with kids
- Benefits of owning a home
- How to do a thorough walkthrough (checklist)
- Finding the right loan
- Saving for a down payment
- Save money as a renter.
- Rent to own
- Creative real estate investing strategies
- Stress-free home buying
- Specific demographic needs (seniors, pet friendly, students, first-timers, baby boomers, snowbirds, newlyweds, new parents)
- Identifying great investment properties
- Buying a foreclosure
- Guidance for FSBOs
- Renting vs. buying
- Relocation resource list
- Reasons for not becoming a homeowner
- Passive real estate investing vs. active investing (creative real estate investing)
- Common questions from buyers and sellers suitable for a post
- Common questions from investors
- Stats about a neighborhood important to sellers and buyers
44 Real Estate Content Ideas for The Present Market/ Industry
- Present interest rate trends
- Show typical financing pitfalls.
- General market trends
- General financing trends
- Current economic projections
- Dreams vs. reality in real estate
- Timelines for home selling and buying
- The current mortgage approval process
- Tiny homes
- Worn-out words in real estate
- Overview of major players
- Technical real estate terms
- How credit score works in real estate
- Current home inspection standards
- Most essential stakeholders in the buying process
- The most come mortgage types
- Escrow process standards
- From offer to closing best practices
- The realtor market and how to choose the right one
- Market research to determine the value of a property
- Interview other agents about the market situation
- Market statistics for your neighborhood
- Pitfalls of real estate sales
- Comment on current real estate industry news
- Interest rates
- The newest scams (equity stripping, investment scams, mortgage frauds)
- Detecting overpriced homes
- Real estate companies
- Recent real estate related books
- New real estate laws
- Building trends
- Newest kitchen design trends
- A broad overview of real estate providers
- Current refinancing market situation
- Your local market vs. the national market
- Present different real estate industry thought leaders.
- Disagree with a thought leader
- Interviews with real estate conference attendees
- Redefine the buying or selling process in your perfect world
- Analyze and recommend your competition
- Old vs. new ways of doing business in real estate
- Real estate tax tips
- An overview of innovative real estate pros (e.g., agents, brokers, investors, developers, appraisers, escrow companies, etc.)
- A quarterly report of the current market situation
3 Real Estate Content Ideas for The Future Market
- Make predictions of where you see things in 5, 10, or 20 years.
- How will technology affect real estate in the future?
- Use current trends to extrapolate the future real estate market.
15 Real Estate Content Ideas for Property Features & Upgrades
- Home improvements that effectively increase the value of a property
- Ideal color pallets according to the area of a house
- Ways to retain value in a remodeling project
- A list of appliances and how long they last
- A cost overview of a home improvement project
- A list or collection of the most popular home design styles
- A value analysis of outdoor upgrades
- An overview of decorating ideas
- How to rehabilitate a home
- A furniture guide according to different housing styles
- A pool guide with different styles
- How to get the most out of a house with great views
- A list of ideas for unique features
- A guide on kitchen improvements with costs, materials, and time frame
- A list of well-known and popular interior decorators in your market
20 Real Estate Content Ideas for Property Maintenance & Holding
- Best ways to save energy (broad)
- Best ways to save energy and reduce heating and cooling costs
- How to care for the lawn
- How to prepare a house for winter
- Pest control in summer
- Ways to maintain Heating, Ventilation and Air Conditioning (HVAC) in a preventative way
- Cleaning guide for gutters
- How to prepare the lawnmower for winter
- Pitfalls of different homeowner insurance types
- A landscaping guide (do’s and don’ts)
- Getting a property ready for a natural disaster
- Spring cleaning tips
- A painting guide with a focus on high quality
- Keeping a good relationship with neighbors
- Managing bad neighbors
- Increasing the safety of a property
- Property tax loopholes or tips for reducing property taxes
- An overview of renovation providers
- Worst things to renovate (the least bang for the buck)
26 Real Estate Content Ideas for You/Your Business
- Compare using real estate agents with the for-sale-by-owner approach.
- Compare selling to an investor with using a realtor.
- Benefits of using a real estate agent to sell a property
- Explain your type of deals, closing costs, etc.
- The process of flipping a house
- Should you use a real estate pro to stage a home or do it yourself? (depending on your business, you favor one side over the other)
- How to stage a home on a budget
- Pro and Cons of looking for properties online vs. in person
- A personal story about your pet, hobby, or family
- An exciting story about a deal you made
- An exciting story about a lender who did a great job
- An exciting story about an easy-going and fun to work with a client
- What it is like to be a realtor, investor, developer, real estate attorney, etc.
- Write about the reason why people should work with you.
- Present testimonials from happy clients
- What you love about your business
- Your secret business ritual, systems, and tools that saved your life in the past.
- If you have a great team, write about the great work they do
- If you have an excellent track record of making deals, selling homes, and so on, write about it, bragging a little bit.
- Tell a story about your code of ethics and how you arrived at them.
- Lessons learned from 10 favorite customers and/or 10 most demanding customers.
- Make staff testimonials and interviews and ask them why they like to work with you and how you create value for your customers.
- Show how your business creates value for your clients.
- Write about your favorite music, movies, etc.
- Present new hires and the reason why you chose them
15 Real Estate Content Ideas for Your Offers/Listings/Deals
- Tell them about new listings, deals, etc.
- Make a list of recent sales.
- An overview of open house events
- Tell them about price reductions.
- Publish the most beautiful properties on the market
- Lofts, the most expensive homes, the cheapest condos
- Present the most spectacular pools
- Present the best waterfront properties in your area within a specific price range
- Make a list of properties with the best views.
- Make a list of all the current rent-to-own, wholesale deals, etc., you have under contract.
- Fixer-upper properties you have
- The most prominent houses in your area
- Create behind the scenes content when a professional video tour of your best listings is created
- A post about the properties that haven’t sold yet and why it’s taking so long
- Make a list of all open house events in your market.
6 Real Estate Content Ideas for Tools and Technology
- A collection of all the real estate apps you use and/or you would recommend to your target group.
- The best apps that help to sell a property
- The best market analysis tools
- A list of software you can’t live without
- The effects of technology on the buying and selling process
- The application of virtual assistance to finding, selling, or buying properties
8 Real Estate Content Ideas for Events
- Each event you organize or participate in is a good source for creating content.
- Write about open houses you hosted or participated in
- Tell your target audience about block parties.
- Experiences about meet and greets with brokers.
- Lessons learned from real estate seminars.
- Reports about question and answers sessions of industry experts
- Any public meeting you attended in the past
You have been provided with a long list of 254 real estate content ideas above.
With this many ideas, you should theoretically have material you can use to produce content once a week for almost six years or twice a week for three years.
How to Write Real Estate Content – The Strategy Behind
“You should try content marketing for real estate.”
This is the kind of recommendation you might have heard in different versions already.
But how do real estate agents actually create or write content?
As a general rule, first, know the problems and pain points of your potential customers or current customers.
Based on that, create a customer journey including different stages of product and service awareness.
As a final step, map out the content you will need to produce for each stage combined with a search analysis and competition analysis.
It’s still a time-consuming endeavor that doesn’t get you results as quickly as, for example, paid traffic methods.
And not knowing how to do it efficiently and effectively can make you lose a lot of time and money, leading to poor or no results at all.
You certainly don’t want to spend months and months on creating content, and, in the end, the only thing you hear is “crickets.”
However, if done right, long-term, it will be cheaper and beat PPC in terms of costs and ROI.
In this article, I compared content marketing, which is sometimes called “free traffic,” to paid traffic methods.
According to a study carried out by a great software provider for content creators called SEMRush, one of the major challenges for most is creating content that generates quality leads (54%), content that attracts more traffic (52%), and developing content that resonates with their target audience (45%).
So, as if content creation isn’t laborious enough, now it also needs to somehow generate quality leads, attract more traffic, and at the same time resonate with your target audience?
Wow, many things seem to have to come together to make this work.
But no worries, in this section of the article, I will try to clarify how to write and create real estate content to increase the effectiveness of this marketing method for your business.
What is Content Marketing (for Real Estate), and Why Is Everybody Recommending It?
There is a nice definition from the Content Marketing Institute about content marketing, and it goes like this:
“… a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
What you might add here is that it’s a long game aiming to build a quality relationship with your target audience by creating relevant content.
And a long game usually means consistency over a longer time.
It also means that you can’t test new offers you are providing in the short-term as fast as with paid traffic methods, provided you are starting.
Not without reason, I came to the following conclusion in this my (providing that you start with content marketing and don’t have a seasoned website with already a high domain authority that ranks fast):
“You need to invest a minimum of at least six months of constant content production and promotion until you get sufficient market data to test whether what you offer converts.”
So, it’s not generating content today and getting high-quality real estate clients tomorrow.
Creating real estate content is not limited to one type of format.
You can use different formats (written, audio, video, etc.) using different platforms to distribute your content (e.g., a newsletter, video platforms, etc.).
Additional answers to the question “Why to do real estate content marketing” are the following:
- It improves brand reputation and helps in building trust.
- According to the Content Marketing Institute, 72% of marketers say content marketing increases engagement, and 72% state that it increases the number of leads.
- According to Lyfe Marketing, 78% of consumers prefer getting to know a company via articles rather than ads.
- Again according to the Content Marketing Institute, 61% of online consumers in the U.S. decided to purchase after reading recommendations on a blog.
- It improves your search engine optimization efforts, so you get found on the organic search results of Google.
- It can be a cost-effective way to bring in new leads.
- It helps your business to showcase your expertise.
- It makes it easier to set yourself apart from your competition.
- Content can be used to support any other digital marketing strategy (e.g., recycling articles for a newsletter autoresponder campaign, etc.)
Where Did Content Marketing Start?
You might think that content marketing only started “recently” with the rise of the Internet. But that’s not the case.
The shocking truth is it has been around for quite a long time.
Benjamin Franklin first used it in 1732 when he started publishing the first version of his Poor Richard’s Almanack to promote his new printing business.
So, for decades already, different businesses have aimed to attract attention and generate new customers by creating free or cheap content.
Another example is a lifestyle magazine for farmers called “The Furrow” by John Deere that was first published in 1895.
And there are many more examples, such as Safari Cards from 1978.
Real Estate Content Marketing Challenges
After reading all the pros to this point, you might think: “Well, I guess I should get started or do more content marketing.”
But it’s not all sunshine and roses.
So let’s give you some cons of content marketing and what challenges and pitfalls you might want to consider.
9 Cons of Making Real Estate Content
- It can take quite a while to see results. If you are just getting started, it will probably take between six and twelve months for you to get out of Google’s sandbox and start getting organic ranks.
- It’s not free. If you don’t have the time to create content yourself (because you are busy doing deals or showing houses), it could mean investing in an in-house content marketing team or an outsourced freelancing team.
- It’s not easy to manage because managing creative people can be a challenge in itself.
- You will need a lot of creativity, and thus it can be difficult to find new content ideas on an ongoing, long-term basis (this article might compensate for this disadvantage, though).
- Measuring the results can be difficult without creating a system with clear metrics, good tracking, and more.
- It changes rapidly, especially the Google algorithm. So your organic rankings will not be set in stone.
- It’s not easy and is, in fact, hard work since you will need a substantial amount of organization to manage an intelligent content marketing strategy.
- It can be expensive if you go for video, visual, or audio (podcast) content.
- You will still need to promote your content, especially in the beginning, meaning paid advertising, etc.
|Improves brand reputation and helps in building trust||It's not free if you don't have the time|
|Increases engagement, and increases the number of leads||You will need a lot of creativity|
|78% of consumers prefer getting to know a company via articles rather than ads||Measuring the results can be difficult|
|61% of online consumers in the U.S. decided to make a purchase after reading recommendations on a blog||It changes rapidly, especially the Google algorithm|
|You get found on the organic search results of Google||It's not easy and is, in fact, hard work|
|A cost-effective way to bring in new leads||It can be expensive if you go for video, visual, or audio (podcast) content.|
|Helps your business to showcase your expertise||You will still need to promote your content, especially in the beginning|
|Makes it easier to set yourself apart from your competition|
|Can be used to support any other digital marketing strategy|
The 3 Biggest Content Marketing Challenges
Now let’s get to the actual challenges that content marketers face today and look at some stats.
We can first look at a statistic from the Content Marketing Institute showing anticipated content marketing priorities for 2020 in separate and unrelated polls.
Fifty percent of content marketers want to improve the quality and conversion of audiences.
In comparison, another fifty percent want to focus on the quality and quantity of content, and forty percent want to increase their audience.
Logically, we can deduce that many are not happy with the quality and conversion of their audiences, the quality and quantity of their content, and their audience size.
The statistics of SEMRush come to similar results and confirm the above conclusions (also separate polls).
According to their statistic, the three biggest challenges are:
- Creating content that generates quality leads (54%)
- Creating content that attracts more traffic (52%)
- Developing content that resonates with the target audience (45%)
They also polled how they aim to overcome these challenges and arrived at these results:
- Leveraging website analytics tools, SEO tools (73%)
- Social media posting (67%)
- Email marketing software (57%).
- Only 9% of the respondents used an integrated content marketing platform to achieve their results.
Now let’s look at what I found as challenges regarding content marketing for real estate.
According to the Digital Marketing Community, for 46.4%, it’s creating high-quality leads, for 24.9%, it’s finding the right marketing tools, and for 23.4%, it’s converting leads into new business.
By looking at the first challenge from the SEMRush polls and the first one from the Digital Marketing Community poll, we can see overlap and can confidently conclude that creating high-quality leads with content marketing is likely also a challenge for the real estate industry.
Get Clarity On Your Real Estate Content Strategy
There are some major challenges when it comes to real estate content.
And as already discussed, I found these to be the major ones:
- Creating content that generates quality leads (54%)
- Creating content that attracts more traffic (52%)
- Developing content that resonates with the target audience (45%)
I concluded that the major challenge regarding realtor content is creating high-quality leads.
So, what can you do to achieve the goal of creating high-quality leads in this context?
You will need a good real estate content marketing strategy that increases your chances of success.
The Bird’s Eye View of Real Estate Content (Marketing) Strategies for Agents
A content marketing strategy can be quite easily confused with a content strategy.
While a content marketing strategy analyzes the different ways content marketing can be applied across the buyer’s journey, the customer life cycle, and different customer experiences, a content strategy refers to the planning, development, and management of content.
So, the latter is rather on the level of tactics once you have a content marketing strategy in place, and it’s basically the next step after it.
Again, Copywriting Principles
Real estate content marketing strategies have many similarities to preparing a piece of copywriting.
While in copywriting, you usually focus on a particular sales page or an ad and include all its elements there.
You distribute those elements across different content pieces throughout your website and other traffic channels for content marketing.
But you also apply this to each piece of content.
So, in the end, it almost always comes down to one or more variations of the copywriting framework called AIDA (Attention, Interest, Desire, Action), or my modified and slightly extended version of it, which is Attention/Hook, Interest/Problem Description/Agitates, Desire/Solve, Action (Call to Action).
By the way, I go a bit deeper into that principle in my “Free Copywriting Checklist” that you get when you subscribe to the Valhalla Real Estate Marketing Insiders Newsletter.
But to have all the elements ready to apply, you will need to do some preparation work.
Because to know what will make your target audience spike their ears (attention/hook) and what problems you can describe to them to keep them interested and consume your content, you will first need to know their problem or needs beforehand.
How to Find the Problems and Pains of Your Real Estate Target Audience?
This can be tough, and there are all kinds of different methods to help you with it.
What you can do about that depends on how experienced you are and how well you are already interacting with your target audience.
A completely new real estate agent probably doesn’t have as much knowledge about the target audience’s problems as someone who has already been in the business for several years with many closed deals under his belt and regularly interacting with customers.
So, the difference is that the aspiring real estate pro will need to work with assumptions and secondary knowledge, while the experienced one will likely have first-hand knowledge.
This topic could fill about 20-30 articles alone, and even books.
Speaking of books, one that comes to my mind about finding the real customer’s problems is “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton M. Christensen.
For you not to leave hungry, let me give you a shortlist of things you can do to find out the problems of your target audience.
You will obviously have an advantage if you already have a list of clients that you can just survey or interview.
Besides, in real estate, many typical problems are already well known (e.g., the sellers who want to get rid of their properties because of a divorce, etc.).
But you will also do most of the following 3 methods, even if you don’t yet have a list.
1) Language Patterns
Here, you are looking for complaints about X.
The “X” can be your specific real estate business niche, such as, for example, finding a property, getting rid of a property, etc.
So, if you can find people complaining in forums or other public channels, such as Facebook Groups, Twitter, Reddit, you can get hints about a problem they are having. Any complaint is an opportunity.
In this context, you might want to look out for language elements, such as “I hate, I wish, I need, etc.”
2) Channel Research
This is similar to number one.
Here, you check on e-commerce platforms such as Amazon products in your niche and what customers publish as reviews, especially the negative ones.
The three-star reviews are usually the best ones to look at, as many of the one-star reviews are very often not that objective or elaborated.
3) Interview Your Potential Target Audience and/or Your Current Clients
You can again use Reddit and its subforums or different Facebook groups here. Another option is Craigslist, Instagram, and Twitter.
Once you have found a good channel, you can ask your target audience about their problems, challenges, and frustrations regarding “X”.
And, if you already have a list of clients, you can, of course, use this method with them and likely get even more accurate data.
The 4 Typical Categories of Problems and Pain Points also Applicable to Real Estate
Generally speaking, you can usually categorize the problems and pain points in four different ways:
1) Pains and Problems about Cost:
They want something similar to what they are currently using at a lower rate or without additional fees.
For example, this could be a tenant looking for a new apartment similar to the one he currently lives in but at a lower rent.
2) Pains and Problems about Productivity:
A potential customer feels that he is wasting time and is less productive because of the current product or lack of product he is using.
For example, if your target audience is made of partner real estate investors for wholesaling, this could mean that they are lacking a good way to get updated on relevant deals you have.
If you find a solution to that, you might prefer them in the future and not your competition (provided, of course, you still have good deals in your pipeline).
3) Pains and Problems about the Ease of Process
Here, your target customer or audience has trouble with an unnecessary or complicated process and is looking for something easier to use.
For example, a property management company making their tenants use a paper form to apply to fix broken things that need to be sent by mail vs. a property management company with a downloadable app.
The tenant can have a handyman come in to fix a toilet with just two clicks.
4) Pains and Problems about Assistance
In this case, your target audience or customers buy a product or service and find out quite early that there is only limited technical support or product assistance.
An example could be a real estate broker offering assistance in moving, but after closing the deal, just hands out the phone number of a moving service.
How to Apply Problems and Pain Points To Your Real Estate Content Strategy?
A helpful tool to get started with the next step of building your realtor content strategies is using the problems and pain points you have found and making a customer journey.
Creating a customer journey might even find further problems and pain points that you weren’t aware of before.
What Is a (Real Estate) Customer Journey and How to Create One
Have you heard the “walk in their shoes” expression? If yes, then you already know broadly what a customer journey is.
For example, Survey Monkey (a great tool, by the way, to create surveys for existing or potential customers to ask about their problems) used a nice definition of the customer journey:
“The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.”
As an example, let’s use a real estate agency in the secondary housing market in Florida.
Here, a customer journey could look roughly like this:
1) Bill from Minnesota goes on a business trip to Miami and falls in love with the location.
2) Because of his new love story, he is already flirting with the idea of buying a second home there and becomes more aware of properties for sale in this area. He might already bookmark or take note of some real estate offers and agencies.
3) Back home in Minnesota, he is talking with his family and/or wife about his wish to buy a second home in Miami and can convince them to move forward with the plan (although he had low odds)
4) Bill keeps searching on the Internet for further property offers in his favorite neighborhood and comes across several real estate brokers.
5) He contacts a broker that convinced him because he had many virtual house tours on his website, which he consumes like a mad man. And there, he finds his dream property.
6) Although he could already buy the property remotely just by seeing the virtual house tour, he still booked a flight to do final checking with the broker.
7) The same day of the physical property tour, he makes an offer from his hotel room, and after one counter-offer from the owner and one final counter-offer on his behalf, the deal is done.
8) The closing papers are prepared at home in Minnesota, and escrow is opened.
9) Since the broker works with an escrow office that can handle closings remotely, Bill, the buyer, can already close the deal from Minnesota.
So, now you know what a customer journey looks like.
Depending on the type of customer you have, it could vary differently. The one I used looks relatively hassle-free, and it is one for a potential buyer client.
But the vital part of creating one is that you try to put yourself in the shoes of one or more client types you have or might have.
And that layout the different steps from not being aware of a need, getting aware of your product/service to closing a sale or making a purchase.
The Real Estate Content Mapping Part Based On Your Customer Journey
The content mapping part is the logical next step after you have created your customer journeys for your different client types.
The central part is taking the understanding you gathered through the customer journey and defining and creating content for each stage of buying your product or service.
As already mentioned in my article about real estate sales funnels, it’s a rare occurrence that a person goes straight from discovering you to buying.
It’s not impossible if you have a highly persuasive copy, but it’s not the best idea to count on that.
This brings me to the different levels of product or service awareness:
1) Unaware: Your audience doesn’t even know or realize they have a need or a problem (e.g., Bill from above traveling to Florida without the need to buy a second home there yet)
3) Problem/Need Aware: They realize and recognize they have a need or a problem but don’t know what to do about it (e.g., Bill being in Florida and finding out he wants to have a second home there).
4) Solution Aware: Your target audience knows different solutions to their problem or need but doesn’t know which solution is right for them. They also don’t know your business with a specific product or service yet (e.g., Bill is looking for houses for sale in a particular neighborhood or via the Internet).
5) Product Aware: Some of your target audience know your product or service but haven’t bought it yet. They are informed about what’s available in the marketplace but are unsure if your solution is right for them. (e.g., Bill noted some real estate listings from the area and focused on 2-3, which happen to be from your agency).
6) Most Aware: This is someone who knows your product well and is already a brand ambassador.
These clients have made multiple purchases and/or endorsed your product or service (e.g., Bill having bought through your agency and telling others about how smoothly the closing went and what great 3D virtual tours you have on your website).
As you can see here, using content mapping based on the customer journey, you created and applied the different product or service awareness levels.
And now, you can create a real estate sales funnel powered by your content marketing in each step.
This approach can bring the potential customer from knowing to liking to trusting you.
Thus, you can create real estate content for each product or service awareness state.
Real Estate Content Examples for Realtors According to Product or Service Awareness
Let’s use some examples to bring the above point home.
Unawareness Stage Real Estate Content
Remember, in our example, Bill doesn’t even know or realize he needs a second home in Florida.
So, the content would be more general about Florida, emphasizing the positive side of things that could cause the wish to stay longer in Florida than just for a business trip or a vacation.
- 10 Amazing Things you can do in Miami
- How to find the best surfing beaches in Florida
- The 10 best beach restaurants in Miami
- Why Florida is the best state to retire to
Problem/Need Awareness Real Estate Content
Here, we catch our Florida fanboy Bill with relevant content when he is already thinking about getting a second home in the area.
The content could be created in a way that channels the wish for a second home and includes articles such as:
- 10 Reasons You Might Consider Staying for Longer Than Just for A Short Trip in Florida
- 5 Advantages of Having a Second Home in Florida
- How to Surf the Beaches in Florida 365 Days per Year
Solution Awareness Real Estate Content
Since Bill from Minnesota is now looking for houses for sale in a certain neighborhood or via the Internet, the content can get more real estate-related.
These are now the more apparent real estate content ideas realtors usually come up with.
Titles could go like this:
- How to Buy Your Second Home in Florida Remotely
- The 10 Pitfalls of Buying a Second Home in Florida Most Realtors Don’t Want You To Know
- The 3 Best Strategies To Buy Your Second Home in Florida and Save Taxes
Product Awareness Real Estate Content
Now, we are getting closer to the product, which in our case and for this example, is a second home you want to sell as a realtor.
Remember, Bill from Minnesota might have taken note of some real estate listings from the area, and 2-3 happen to be from your agency.
In the content, you might even pretend that he has already bought a second home from you.
So, these could be the content ideas:
- The Typical Buying Process of Property in Florida
- The 10 Most Common Property Damages in Florida and How You Can Avoid Them
- How to Calculate Your Insurance and Property Taxes in Florida
- How to Rent Your Home to Tourists During Your Absence
- Our Selection of Second Homes with Top Nudge 3D Virtual Tours That You Can Buy Remotely
- Our Selection of 10 Second Homes with Ocean Views for Under 300k
- How To Maintain Your House Cool Without Breaking the Bank due to High Electricity Bills
Most Awareness Real Estate Content
Now, Bill from Minnesota has already bought his second home and tells others how great your product or service was.
He knows your product well and is already a brand ambassador.
So, what content could possibly be created for this stage?
This is basically the part of after-sales service content.
It means you can still provide him with informative details which fall into the category of landlords and property owners, which can mean a whole new set of problems and pain points that need to be solved.
It could even mean creating a new customer journey and/or identifying further pain points, so you can create a new content map.
So, some pain points at this stage could be:
- Having to deal with tourists that book their second home during their absence in Minnesota
- Managing maintenance work remotely from Minnesota
- Dealing with the hurricane season
- The need to sell again
Some content ideas could be:
- The 10 Best Vacation Rental Management Companies in Miami On a Budget
- How to Prepare Your Second Home for The Hurricane Season
- The 7 Most Efficient Ways to Prepare Your House for a Fast Sale in Miami
Creating real estate content as a real estate agent can be a great approach to grow your business and create more leads.
However, not every piece of content is created equal, and just putting average content out there might not move the needle sufficiently.
You may even risk wasting a lot of time and money without getting helpful results.
This can be observed by the current stats of the (real estate) content marketing challenges.
The key to working out effective content to increase your chances of success and generate more quality leads is to understand your potential clients’ problems and pain points.
Based on that, you create a customer journey, compare the journey steps with the different stages of product and service awareness, and further brainstorm and map out the content you will need to produce for each stage.
You can also get further inspiration for the content from the large list of 254 real estate content ideas from the beginning.
This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.