Building blocks of success: Content strategy in property
Content marketing is crucial for estate agents to build brand awareness in their local communities. Through an efficient content strategy for property, estate agents can attract, inform and engage potential buyers, sellers and investors.
While the property sector has always been competitive, the profusion of online media channels has made the job more challenging. Estate agents who have an edge over others are those who invest in a content strategy for property and use property website copywriters.
Understanding content strategy for property
A content strategy for property allows you to create, publish, distribute and measure content across various consumer touchpoints. As with any other domain, such a strategy will be based on audience insights, competitor analysis and the specific needs of the channel carrying the content.
With property copywriting, you get platform-specific content that serves your marketing objectives. Property copywriters know the unique requirements of the sector. This is important because, unlike other sectors, a content strategy for property needs to be based on five unique aspects.
Five reasons why a content strategy for property needs to be different
Wondering why you need experts in property copywriting? Because they know how these five factors shape content creation and delivery in property:
Rational and emotional decisions: There are both emotions and objective metrics involved in property buying and selling. Relying on only either of these will be ineffective. Your content strategy for property needs to appeal to both sides of the brain. Property copywriters know how to achieve that.
A product and an investment: Few purchases are both products and investments. In property, customers aren’t merely looking at the present. They’re also evaluating the future value of the asset they’re buying. Property copywriting helps you address this unique need.
Extreme localisation: Property marketing needs hyperlocal insights. What works for a property on one side of town may not work for a property on the other side. Your content strategy for property needs to take into account local demands and audience expectations.
Multiple stakeholders: Estate agents have to market their services to potential buyers, sellers and investors at the same time. The content strategy should be rooted in the specific insights of each group. Property copywriting experts will vary the tone and manner of their content according to audience needs.
External factors: Beyond the local supply and demand equations, the property sector is highly sensitive to larger economic factors. A minor rise or dip in interest rates can have profound implications for the category. An effective content strategy for property will have to keep up with these changes.
The evolution of property content: From listings to stories
Formal media channels used to be the primary communication avenues for property property content. Newspaper ads, classified listings, radio spots, billboards, banners and an occasional television commercial. These were the mainstays of property communication. But over the last few decades, there has been a demonstrable digital shift.
Now, product discovery starts with an online search. Consumers can compare multiple properties from the same location or different neighbourhoods for an objective assessment. These could be online listings, property aggregators, websites of estate agents and listings on social media.
This calls for a wider variety of property content suited to the unique demands of various channels. An online ad could have a few words with no image but a product description needs additional information with enticing images. A social media post needs to have urgency while a video on a website needs to be more descriptive.
Beyond the number of channels, there has also been a change in the nature of property content. It has gone from simple listings to interesting stories. When a prospective buyer sees a listing, what will persuade them is a story about the property and its location. In other words, property copywriting needs to tell persuasive stories.
A prospective buyer needs to imagine themselves and their families living in the property and the neighbourhood. They need to know what a typical day or weekend will be in that locality. An effective content strategy for property will persuade the buyer with an imaginative story about how their life will be in that environment.
Property copywriters can create a content strategy for property that uses rational arguments to weave moving narratives. That’s why you need experts proficient in property copywriting for your property marketing.
Property content marketing: Must-have elements for maximum impact
Property firms need multiple forms of content to reach and engage with audiences. Here are the main types to include in your content strategy for property:
Property listings
One of the most important elements of property content is property descriptions. These provide prospective buyers and renters with information about the property, its location, features and amenities. Skilled property copywriting can elevate these descriptions from bland information to captivating content that will connect with the buyers.
Although estate agents can handle property listings on their own, a quick read will show you that it does get quite repetitive. With property copywriting, you can create distinct content for each listing and make it truly unique.
Educational content
An important goal of property content marketing is to make your brand seem both authoritative and trustworthy. The way to do it is by providing informative content such as blog posts, guides, infographics, webinars and videos. The intent is to share crucial information and empower stakeholders to make informed decisions.
How will an interest hike affect property prices? What should buyers know about upcoming developments in the area? How can staging improve the brand appeal of a property? Are there seasonal fluctuations in pricing that sellers should know about? Property copywriting helps you explore topics such as these and add value to your reader’s lives.
Visual content
Everyone knows the importance of images and videos in a content strategy for property. Estate agents rely on professional photographers and videographers to capture a property and highlight its salient features. However, a property copywriter also has an important role in crafting this visual content.
Social media content
Engaging social media posts help you to build long-term relationships with all stakeholders. A property copywriter would help you create and deliver interesting content that builds your expertise in that domain. They would develop a content calendar to make your content marketing strategy more cohesive and in sync with your brand attributes.
Since most property firms serve specific localities, social media offers tremendous opportunities to build enduring connections. Professional copywriting allows you to become a friendly and reliable property brand that knows the neighbourhood and its people.
The expertise of property copywriters: How professional copywriting drives sales and increases ROI
Here’s why estate agents should partner with professional copywriting experts to achieve their marketing objectives:
You get storytellers
The number one reason is that you get copywriters who can craft a story. They can make listings come alive with persuasive copy accompanied by the right images. They know how to elevate the highlights of a property into irresistible factors to interest customers.
You can improve engagement and trust
Property copywriting experts can create high-quality content to build trust and credibility. Through informative and engaging blog posts, videos, webinar content, infographics and video scripts, they help you share your domain expertise and insights.
You get multimedia expertise
Professional copywriting isn’t only relevant for digital marketing. A property copywriter can craft newspaper ads, radio spots, banners, leaflets and other marketing collateral you would need. By using the same copywriter, you will also get consistency in your messaging.
You can measure ROI and adapt
It’s important to track the performance of your digital and offline content. Property copywriting services will measure these metrics and make adjustments to the content. With regular data analysis, you can continuously fine-tune your marketing content.
Your content strategy for property marketing will be more impactful if you use a copywriter. They will help you build a unique brand identity based on trust and expertise. Importantly, they know how to use storytelling techniques to create engaging content that inspires customers.
If you are keen to make your property marketing more imaginative, relevant and effective, get in touch today.
