Too often agents create real estate content without a plan, and end up being disappointed by lack of overall engagement from the leads they want. After all, the main element that makes content effective is how relevant your audience finds it.

Featuring content on your website that hasn’t been planned with your audience’s interests and needs in mind can lead to a lack of engagement and leads. Here’s how you can align your expertise with your leads’ interests:

Explore what matters to your clients

The first step is to define the group of people you’re creating your content for (this is known in marketing as your “target audience”). You’ll also need to determine what they’ll find useful or interesting so you can create content that targets these needs.

Here are some of the details to consider when defining your ideal customer:

  1. What does your agency provide clients?

Do you provide a type of service or niche expertise they can’t find elsewhere? Consider why you’re passionate about real estate, and what makes your business unique.

  1. How are your customers defined?

Consider basic demographics like age, financial situation, and occupation, as well as aspects like family size or military background.

  1. What types of areas and properties interest your customers?

Is your ideal customer an aspiring city dweller, or do they crave the suburbs? Are there specific properties styles and features they are seeking?

  1. What frustrations or stressors have they encountered? How does your business solve these problems for them?

Let’s say you’ve worked with a lot of young families relocating from other parts of the country. You have a wealth of information about the community and the types of homes in your area, as well as resources, from movers to schools and utility companies.

Your personal thoughts are a great start, but now it’s time to use data to enhance your lead profiles. The marketing term for this is “buyer personas.”

Create detailed buyer personas

Even within your niche, your lead types will vary. To effectively categorize your incoming leads and provide them with content specific to their needs, you’ll need to create buyer personas.

Here are some steps that will help:

  1. Analyze trends in behavior

How do your prospects tend to engage with your content? Do they prefer to read blog posts, or do they prefer to view more visual content like videos or infographics?

Google Analytics is a handy tool to help you discover details about how your website visitors act on your site. Viewing data such as how long someone stays on your real estate website or which pages they visit will provide you with insight into what topics your prospects find most interesting or helpful.

  1. Gather information from your business

Your coworkers and peers in the real estate world can be a great source of information! Ask around to learn what issues or questions are trending in the industry. This will also help you get an overall perspective of not just your own business, but a broader view of your local real estate market and the home buyers who are currently trying to navigate it.

  1. Interview past and present clients

This step works well with prospects you’re nurturing as an opening conversation, but it is also effective with past clients. For people you haven’t converted yet, dig deep in your conversations to get information about what their concerns are. For past clients, look over notes and communication points to see what questions they asked and what you did to help them through the process.

Use your findings about their interests, challenges, and questions to create more detailed buyer personas. Regular revamping of your personas will help you better understand prospects and give you a leg up on converting them into clients.

Create content for every stage in the conversion funnel

The beauty of targeted content is that it’s created with a specific group in mind.

Let’s say you specialize in selling to first-time millennial homebuyers. Your audience will potentially be in their early to mid 30s, financially stable, and looking for a variety of resources on home ownership, mortgages, and purchasing decisions. Brainstorm a list of the types of information your audience wants to consume.

Not all of your content will be relevant to each and every prospect, so it’s vital to think about where your leads are in the sales funnel.

Below, we outline the three main buying stages someone will typically go through before they are ready to take an action (like requesting a home valuation or filling out a contact form).

Content for users near the top of the conversion funnel

New leads visiting your site for the first time will be curious about your brand, your experience as an agent, and the region where you work. Engaging blog posts, brief explainer videos, and community pages are perfect for leads at the top of the funnel.

This content is also ideal for sharing on social media in order to attract new audiences to your website.  

Content for users near the middle of the conversion funnel

In this stage of the buying process, your leads are gathering information to move closer to a decision. If you’re looking to reach home buyers, this is the stage to target them with newsletters, drip email campaigns or customized presentations featuring hot listings in the region where they are house hunting. Gating this content behind a form will provide you with a streamlined lead generation strategy by collecting contact information for further nurturing.

Content for users near the bottom of the conversion funnel

Prospects are very close to a decision at this point in the funnel. Despite this, it may take continued nurturing efforts on your part until a sale is final. At this stage, branding-style content will help you stand out from other real estate pros they may be considering. Use social proof to your advantage in the form of positive client ratings and reviews. You can even hyper-target their interests by sharing rave testimonials from past clients who had similar housing needs and interests.

Targeted content is just one factor in generating more real estate leads. Watch this free on-demand webinar to find out what other marketing elements matter.