Content makes all the difference in real estate marketing

‘Traditional marketing talks at people, content marketing talks to them,’ observed Doug Kessler, a leading creative director.

It cannot be more relevant for the real estate sector, especially as we see developers spinning ‘creative copy’ and ‘bold promises’ to elicit interest among the public and convert them into customers.

The question is how much of this content really connects with the potential customers. Aren’t we so accustomed to ignoring tall promises and looking for what really matters to us when it comes to advertising?

That is why when it comes to real estate marketing it is important that we focus on content marketing as a powerful tool that can make a world of difference, when leveraged effectively.

Content, no doubt, is one of the most important facets of marketing – more so in today’s digital-driven world, where across every aspect of one’s life, we are exposed to content – as 280 characters on Twitter or longer posts on Facebook or captivating copy backed by compelling copy on Instagram. We also have other channels of communication including the emailers, ads and more.

There are several aspects to be taken into consideration when it comes to creating compelling content for marketing. The first is that it must create a strong context that resonates with the aspirations of the customers.

Ensure that your content respects the audience; different platforms such as Twitter, Facebook, Instagram, Pinterest, newspaper ads and videos – all have different functional connection with the customers. It is important that we respect both the platform and the audience, when you create content for these mediums.

The key is to ensure that you do not copy that you like but what the customer will like. You can be the smartest marketer but if you do not regard the perspective of the customers, your content will be lost in a sea of countless words and information that we are exposed to every single minute.

Second, do not oversell by interrupting your audience. For example, do not try to interrupt the viewing experience of customers by packing more copy than they need; this also comes back to the respect we must show for our customers. They must not be burdened with content.

Finally, always be consistent about your messaging. Make sure that the brand values and key messages you deliver do not change – but tell the story of your brand convincingly to earn the trust of investors.

Focus on content, ensure it is smart, relevant and respectful and you can talk to your customers than to them.