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Master Your Real Estate Content Marketing Strategy with a Time-efficient Calendar

By Ben Shepardson | April 12, 2023

Did you know that your content marketing strategy needs to be time-efficient if you want to sell homes and help clients see quality returns on their investments? If you focus on real estate content marketing as part of your overall strategy, you must create blog posts and upload them regularly on your website.

A content marketing calendar goes a long way to help you organize relevant topics that will make clients happy while boosting your SEO practices.

Here is everything you need to know about content marketing to take your digital strategies to another level.

What Is a Content Marketing Calendar?

content marketing calendar is a tool that helps you organize your thoughts. This is one of the most important things if you want to create and post regular blogs on your website.

Thanks to a content calendar, you can track your posts while gaining insights on topics to write about. Your calendar will take a lot of work out of creating regular blog posts.

You can successfully schedule topics according to your outline, descriptions, and keywords. This way, you can manage content more effectively to post blogs when people are most likely to require that information.

Without a content calendar template, you may struggle to effectively promote your real estate business.

If you want to rank well on search engines, you must provide information about the ideal home buyers are looking for or tips for sellers to spruce their properties for inspections.

Does a Content Calendar Save Time?

When you sit down to create a content calendar, you must think about precisely what you want to write about on your website. Then you must plan when to post your blogs.

Real estate marketers can put this together to prepare blog posts for the next few months to a year. Then there is no guesswork or questions about what content should be posted and when it needs to go out.

Having a content calendar keeps everyone in check and on board. This way, you will not have any bickering or confusion between members when it comes to posting content on your real estate website.

Your content calendar must outline topics, descriptions, and keywords for every month’s posts. Then you must also sit down and create buyer personas and pillar pages for each blog post.

Content calendars are efficient for busy home developers. They allow you to stick to a schedule, so it becomes easy to hand your blog writing off to anyone else with extra time during the month.

Since your topics will be created in advance, you can hire any decent writer to craft your blogs.

Structuring Your Content Marketing Calendar

The first step to designing the best content calendar is considering who you are writing to. After all, there is no point in researching and writing blog posts if the right audience will not read them.

Think about the ideal buyer you want to sell homes to. Are the properties under your wing for young families or seniors?

It would be best to pinpoint who your target buyer is before designing the content calendar. This is essential because a person’s age range or lifestyle will influence the kind of content you need to post.

Create Buyer Personas

Buyer personas are based on your ideal clients. This information is usually collected through data and research conducted by your agency or other real estate studies.

By creating a buyer persona, you can focus all your content on qualified prospects to attract high-value visitors to your site. A deep understanding of buyer personas is crucial to driving content creation and messaging to appeal to your target audience.

You must personalize your marketing instead of sending the same lead-nurturing emails to all clients in your database. When you segment according to buyer personas to tailor messages, you show readers that you care about their needs seriously.

Look through your database to discover trends. Interview clients whenever you can, to dig into what they like about your real estate services and what more they expect.

Use this research to create your buyer personas to learn about people’s motivations. Then you can effectively create the best content that answers people’s questions better than your competitors.

Think About Pillar Pages

After narrowing down who your specific target buyer is, you need to start creating some quality content to beat other realtors in the area. Your topics must speak directly to your buyer to address their needs meaningfully.

Otherwise, people may ignore your blogs or skim them. The best way to develop your real estate content marketing strategy is by answering all your buyer personas questions.

This should be done as topic clusters. The first step is to identify up to four categories to focus your content calendar around.

For instance, if you have clients in a specific community, you should talk about the best places to shop or top schools in the area to convince buyers to contact you for viewings.

Pick a few major topics like things to do, homeownership tips, and lifestyle trends that focus on activities your target buyers will enjoy the most. Each of these topics needs its own pillar page.

A pillar page is a long-form piece of content like a webpage or blog covering the topic in depth. For example, an excellent pillar page could be “a complete guide to restaurants in the XYZ area.”

Any blog you write about things related to that area should link to your pillar page. Then as you write more content and it gets more traction on search engines, your pillar page will rank higher to gain domain authority.

This will result in your agency receiving more qualified leads. When you segment your calendar into topic clusters, you are able to reach your target buyer in more ways while ranking for keywords in your industry.

Filling Real Estate Content Marketing Calendar

It would help to start writing the calendar when you decide on pillar pages and a few key topics to form content around. The best way to do this is by asking what is interesting about the cities you have properties in.

What content do homeowners in those areas want to read about? Can you write about activities that target buyers are interested in?

By filling out your content calendar with various exciting topics, you will be able to create numerous blogs to draw people to your real estate website easily.

Remember that your content strategy is not personal about you. It should always be a resource for your target audience. You want people to love your content so that they will subscribe to your posts to never miss any information.

The only way to achieve this is by creating content that people deeply care about.

Remember Technical Components

Even though creating topics is one of the most complex parts of real estate content marketing, you should also focus on technical components. For instance, your content calendar must also include a title, keyword, and description of all your posts.

Every post must be tied to a keyword, so you need to conduct keyword research that can be time-consuming. The keywords need to be relevant to your clients.

They should also have a high search volume, at least 10 searches every month. Remember to develop content incorporating specific long-tail keyword phrases relevant to your business.

You also need to include CTAs (calls to action) in every blog post. Although this is a tedious part of writing at the bottom of each blog, you should always encourage people to do something after consuming your content.

Do you want them to contact your agency? Do you want people to book viewings? Let readers know what action you want them to take, especially if you want to attract qualified leads.

Create Publishing Schedule

Once your real estate content calendar is completely filled out and ready to go, creating a publishing schedule is one of the last steps. This should include adding a date for each post to give yourself a deadline.

You should also ensure that your blog posts are regular without long gaps between posts. When you come up with a posting date, you should always be clear about when you should start writing.

This deadline will hold you accountable if you get cold feet about putting valuable content out. Remember that you need a posting schedule, topics, descriptions, titles, CTAs, and keywords to align your content calendar.

Even though your calendar is complete, you must sit down and write all the blog posts to draw in potential buyers.

However, if you have a calendar with a publishing schedule ready to go, you can ask other people in your agency to help write blog posts to save time.

Master Content Marketing Today

Now that you know what goes into real estate content marketing, it is time to think about your readers to create the best content. The real estate industry can be turbulent, so agents need to reach out to potential buyers and sellers in creative ways.

Create buyer personas and develop topics that address people’s questions. Then everyone will flock to your website if they can find all the answers, and your competitors will not know what hit them.

Contact us today to learn more about content marketing and how to take your real estate business to the next level.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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