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How to Measure the ROI of Real Estate Content Marketing

By Mihaela Lica Butler | October 22, 2023

Measuring the return on investment (ROI) allows you to track the effectiveness of your campaigns and determine if they are worth the investment. Consider all the factors that contribute to your investment: the cost of the content, advertising spending, software, etc.

Benchmarking your performance helps you understand how your real estate content marketing efforts stack up against industry standards. Although calculating an average ROI for real estate content marketing can be challenging, it will provide valuable performance insights and help you set realistic goals.

You must identify the relevant metrics to prove your real estate content marketing ROI. While this may require time and effort, it is a worthwhile endeavor. The metrics to measure your ROI will depend on the content marketing activity you want to evaluate: website content, social media campaigns, search engine optimization (SEO) efforts, news outreach, press releases, etc. 

Understanding Content Marketing ROI

Content Marketing ROI is the percentage showcasing what you gain in relation to the total expenses incurred. 

Calculating content marketing ROI involves using a formula that compares the revenue gained to the total investment made. 

ROI = (Revenue - Cost of Investment) / Cost of Investment * 100

To gain a clear understanding of the calculation, consider this example:

Let's say a company spends $10,000 on content marketing and generates $50,000 in revenue. So, the ROI would be:

ROI = ($50,000 - $10,000) / $10,000 * 100 = 400%

Measuring the success of content marketing campaigns can take time and effort, especially in complex customer journeys and non-linear B2B marketing. You must track and analyze various metrics and implement an attribution model that captures the true impact of your content across different touchpoints.

Consider the following:

  1. KPIs: Define key performance indicators (KPIs) that align with your business goals. These could include metrics such as website traffic, engagement, lead generation, conversion rates, and revenue. 
  2. Multi-channel measurement: Recognize that content marketing reaches consumers through various channels such as social media, email marketing, search engines, word-of-mouth, and more. 
  3. Attribution modeling: Assign a value to each interaction a customer has with your content to understand the contribution of each touchpoint in the customer journey and allocate resources more effectively.
  4. Align content with buyer needs: Tailor your content to address your target audience's pain points, challenges, and interests. This type of content will attract and engage potential customers, increasing the likelihood of conversions and ultimately improving ROI.
  5. Continuous optimization: Analyze and optimize your content marketing strategy based on the data and insights you gather regularly.

ROI is a critical metric that enables real estate professionals to assess the effectiveness of their marketing strategies. It provides insights into the content's financial impact. It is a data-driven approach that helps realtors understand which marketing tactics yield the highest returns and which may require adjustment or elimination. Evaluating ROI empowers agents to allocate resources wisely, invest in strategies that drive revenue, and optimize their marketing efforts for long-term success.

Factors Influencing Real Estate Content Marketing ROI

Several factors influence the average ROI of real estate content marketing. These factors can vary based on your campaigns' specific goals, objectives, and target audience. Here are some key factors to consider:

  1. Content quality: Engaging, informative, and well-optimized content is more likely to attract and retain your audience, driving higher conversion rates.
  2. Distribution channels: Whether you leverage social media platforms, email marketing, or search engine optimization (SEO), choosing the proper channels to reach your target audience is essential.
  3. Target audience: Tailoring your content to your target audience's preferences, interests, and needs will increase the chances of engagement and conversion, ultimately impacting the ROI.
  4. Call-to-Action (CTA): Compelling CTAs encourage your audience to take the desired action, such as filling out a contact form or scheduling a tour.

Industry Standards for Real Estate Content Marketing ROI

While there is no one-size-fits-all benchmark for the average ROI of real estate content marketing, here are some pointers:

  1. Lead generation: Real estate content marketing must generate leads. Industry standards consider a conversion rate of 2-5% on average. 
  2. Website traffic: Increasing website traffic is a common content marketing in all niches. While average traffic growth rates vary by industry, a growth rate of 10-20% per month is a reasonable benchmark for realtors.
  3. Engagement metrics: Tracking engagement metrics, such as time spent on a page, bounce rates, and social media shares, can provide insights into how your audience interacts with your content. Industry standards for engagement metrics in real estate content marketing may vary, but striving to improve these metrics over time is a positive indicator.

Strategies that Drive ROI

  • Keywords drive organic traffic to your real estate website; therefore, conduct thorough keyword research to identify the terms and phrases your target audience is searching for. Then, create useful content that aligns with their interests and needs.
  • CTAs are potent tools for driving conversions and maximizing the ROI of your real estate content marketing. A well-crafted CTA prompts your audience to take a specific action, such as signing up for a newsletter, taking a virtual tour, or contacting you to book an in-person open house tour or more information.
  • Understand the buyer's journey: awareness, consideration, and decision. In the awareness stage, create informative content (blog posts or videos) that helps prospects figure out common real estate questions or market trends. In the consideration stage, provide more in-depth content, such as case studies or guides. In the decision stage, highlight your unique selling points, testimonials, and client success stories.

Relevant ROI Metrics 

To accurately measure the ROI of your real estate content marketing efforts, it's crucial to identify and track the right metrics. Here are some key metrics that can help you evaluate the effectiveness of your content marketing strategy:

  1. Website Traffic: Monitoring the number of visitors to your website can provide insights into the success of your content in driving traffic and attracting potential clients.
  2. Conversion Rate: Tracking the percentage of website visitors who take desired actions, such as filling out a contact form or downloading a resource, indicates how well your content converts leads into potential clients.
  3. Lead Generation: Assessing the number of qualified leads generated through your content marketing efforts measures the effectiveness of your strategy in capturing potential clients' interest.
  4. Social Engagement: Monitoring social media metrics such as likes, shares, comments, and followers can indicate how well your content resonates with your audience and helps amplify your brand's reach.
  5. Search Engine Rankings: Evaluating your website's search engine rankings for relevant keywords can demonstrate the impact of your content marketing efforts on organic traffic and visibility.

By regularly tracking these metrics, you can gain valuable insights into how your content marketing strategy is performing and make data-driven decisions to optimize your efforts for better ROI.

Time Investment in ROI Calculation

Time investment is a cost, and you must include it when calculating your ROI: hours spent on content creation, keyword research, content promotion, engagement with your audience, etc.:

  • Content creation: research, writing, editing, and designing content, as well as creating associated multimedia elements like images or videos.
  • Content distribution: sharing and promoting your content across various channels, such as social media platforms, email campaigns, and industry-specific platforms.
  • Engagement: responding to comments and inquiries and nurturing relationships with potential clients.

Tools for Measuring ROI

  1. Google Analytics offers comprehensive tracking and analysis of website traffic, conversions, and ROI. It provides valuable metrics like bounce rate, average session duration, and conversion tracking.
  2. Usermaven's Spotless focuses on customer behavior and engagement. It allows businesses to track the entire customer journey, from the first visit to the final purchase.
  3. Mixpanel helps realtors understand how users navigate their websites or apps without the need for SQL.
  4. Mouseflow doesn't throttle your data capture or limit your ability to segment data. They also offer automatic friction detection, funnels, form analytics, and unlimited feedback survey responses.
  5. Crazy Egg offers heatmaps, scroll maps, click reports, etc., and helps you discover user click patterns and optimize your calls-to-actions.
  6. Optimizely powers the entire end-to-end lifecycle, allowing your team to create with visibility, work efficiently, and launch confidently. It integrates with Google Analytics. 
  7. Unbounce: Combining that data with AI, this platform enables you to generate landing pages that have assisted businesses in converting billions of visitors into leads, sales, and signups.

When you plan a real estate marketing campaign, always factor in your (potential) ROI. Every detail counts. 

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Mihaela Lica Butler is senior partner at Pamil Visions PR. She is a widely cited authority on public relations issues, with an experience of over 25 years in online PR, marketing, and SEO.She covers startups, online marketing, social media, SEO, and other topics of interest for Realty Biz News.
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