Content Marketing for real estate is never one-size-fits-all, either for residential real estate or commercial real estate. At RE-MEX-IMAGE, I provide content for real estate professionals in Mexico, which is an example of “tourist destination” real estate. As such, this type of content is applicable anywhere, if tourism is a major economic contributor to your community.
Tourist destination real estate, like that found in Cabo or Playa del Carmen, Mexico, is an exciting business. You get to live the dream while making a great living. But it’s not easy! It takes major marketing efforts to succeed. And providing free, valuable content, makes it simpler to acquire prospects. Therefore, read on to uncover how to correctly perform Content Marketing for real estate at your tourist destination.
What is content marketing for real estate?
Content Marketing for real estate is all about distribution of relevant and useful content that attracts visitors to your destination. Whether that content is published in your real estate blog, your newsletters, or on YouTube or social media, it conveys expertise. Also, it makes it clear that you value the people you wish to gain as prospects.
If you want tourists to visit YOUR real estate office when they become interested in purchasing property, make them think of you first. Get inside their head BEFORE they visit. Do this through the consistent use of Content Marketing on your real estate blog. It will establish and nurture relationships with your prospects and previous clients.
When your audience thinks of you as a partner interested in keeping them informed, they’re more likely to choose you when it’s time to buy.
Provide useful content to attract visitors
You need to ask yourself what attracts visitors to your awesome destination. From restaurants and hotels to beaches and famous sites, the most important content to put on your real estate blog is information people really look for.
Before tourists visit your beautiful Mexican destination, they search for all of that online. If your real estate blog contains well-written content about those things, they’ll learn about everything they need to know, from YOU. That will initiate and build a confident relationship that will last until they’re ready to buy.
If you’ve been in real estate for a long time, you know this to be true: Buyers come back to sell and buy again, every few years. And if they know and trust you, they’ll come back to YOU every time. Now that’s a solid marketing platform!
What an industry leader has to say about this
According to Mailchimp:
“Content marketing is a go-to tactic that’s proven to work. Also, it provides a competitive advantage. To begin, businesses with blogs get 67% more leads than other companies. Next, forty-seven percent of buyers view 3 to 5 pieces of content before engaging with a sales representative. Finally, companies that use content marketing see approximately 30% higher growth rates than businesses not using it.”
Content Marketing for real estate on your website
The biggest form of Content Marketing for real estate is blogging. Your real estate blog should feature articles about everything important in your region. And go deep. For example, interview the chef at your local fancy restaurant and put that into your post. Or, write up a nice brief history of a famous site in your area. Do this for each important aspect of your MLS area.
There’s another form of Content Marketing for real estate that you must put on your website – Area Guides and Featured Community Pages. Your area guides cover each area within and around your MLS region. From city centers to parks, beaches and other points of interest, area pages bring in traffic. These are considered “evergreen content” since they will remain relevant long-term.
Regarding SEO, area guides do very well when done right – they use strong keywords pertaining to each location. Additionally, they use all other SEO standards for articles and blog posts.
Area Guides & Featured Community pages sell
Listings that are in or near that area go on these pages. The design and layout of your Area Guides and Featured Community pages will match your overall website design. Therefore, the look and feel will reflect your brand. And when the content on the page draws in each reader, they naturally look at your listings since they desire more.