{"id":131961,"date":"2020-11-10T11:11:37","date_gmt":"2020-11-10T18:11:37","guid":{"rendered":"https:\/\/www.biggerpockets.com\/blog\/?p=131961"},"modified":"2021-05-03T12:53:59","modified_gmt":"2021-05-03T18:53:59","slug":"how-to-write-great-real-estate-content","status":"publish","type":"post","link":"https:\/\/www.biggerpockets.com\/blog\/how-to-write-great-real-estate-content","title":{"rendered":"The Marketing Tactic Your Real Estate Business Needs to Succeed"},"content":{"rendered":"

Note: <\/em>I had the great pleasure of speaking with BiggerPockets\u2019 very own Managing Editor, Jessa Claeys, on my podcast. This article is written based on that conversation.<\/em><\/p><\/blockquote>\n

You may already know what a useful tool real estate content marketing can be when trying to find prospects, strengthen relationships, and close more deals. But for those unfamiliar with this technique, here’s a quick definition<\/a>: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience\u2014and, ultimately, to drive profitable customer action.”<\/p>\n

Too often, though, real estate professionals invest in creating content that falls flat and never gets read. One of the issues tends to be how the articles are structured. So, let’s discuss how to structure your real estate content so that it gets read by your target audience.\u00a0<\/strong><\/p>\n

Create an Outline to Organize Your Thoughts<\/h2>\n

We\u2019re going to assume that you\u2019ve already researched your target audience, you already know what they\u2019re interested in, and you know the topics you want to write about. Once you\u2019ve selected a topic to write about, you\u2019ll want to start framing the article with the key points or messages that you want to convey.<\/p>\n

Sometimes, particularly when you\u2019re dealing with complicated real estate topics, you\u2019ll need to do a lot of research. This research can take your thoughts into several different directions. You don\u2019t want to be all over the map\u2014this is how you\u2019ll lose readers. Instead, outline the article before you start writing. This will help to organize your thoughts and allow you to write clearer, more concise real estate content that gets read.\u00a0<\/strong><\/p>\n

Related: <\/em><\/strong>Why Search Engine Optimization Is Still Important During COVID-19<\/a><\/em><\/p>\n

\"The<\/a><\/p>\n

Use Headings and Subheadings to Convey Key Messages<\/h2>\n

We live in an era where people tend to skim headlines, so use headlines to your advantage! When writing real estate content, use headings and subheadings within the body of the content to convey key messages.<\/p>\n

Headings should be the primary point you want to convey but written in a way that captivates your audience to read on. Subheadings should contain beneath them another sentence or two that elaborate on the main heading. Assume that some people will first scan the headings and subheadings in your article before deciding what sub-sections to read in depth and whether to read the article in its entirety.<\/p>\n

You want to be sure to map out the salient points of the article with subheadings so someone who scans can get the big picture. This structure is a great way to ensure your real estate content gets read and the most important points are understood by all readers\u2014both those who scan and those who read every word.<\/p>\n

Optimize Design for How Your Real Estate Content Will Be Consumed<\/h2>\n

Roughly 90% of people consume real estate content on their mobile device or tablet. Whether you\u2019re writing blog posts or white papers, or producing videos and podcasts, you want to be sure that the real estate content is optimized for how your audience will be consuming it.<\/p>\n

For example, an article that looks beautiful on your desktop might read poorly on the small screen of someone\u2019s mobile device. A video recording might be too large of a file to load properly on someone\u2019s device, timing out before a person gets to hear what you have to say. People will only spend so much time trying to consume a piece of content that does not seamlessly load and present elegantly on screen.<\/p>\n

Related: <\/em><\/strong>How to Create a Video Tour to Show Off Your Commercial Property<\/a><\/em><\/p>\n

Create a ‘Call to Action’ for Your Real Estate Content<\/h2>\n

One of the key objectives of creating real estate content is to subtly convey your message while otherwise providing valuable information for your audience. While the bulk of your content might be educational, for example, you should still weave in an appropriate call to action (CTA) to further engage with your audience.<\/p>\n

Most CTAs come at the end of the article and will sometimes be as simple as \u201ccontact us to learn more\u201d or \u201csubscribe to our newsletter for ongoing market updates.\u201d<\/p>\n

Learn the secret of great email subject lines from Jessa here in this short video snippet from the podcast conversation with article author, Adam Gower.<\/em><\/p>\n