70% of consumers feel that businesses creating custom content have a genuine interest in positive customer relationships, and content marketing is fast becoming an expected and desired element in the real estate industry.
The internet is one of the first sources a majority of real estate consumers utilize to conduct research about the market, trends, and available properties. Along with home listings, buyers investigate the local neighborhoods, school systems, recreation opportunities, and available entertainment. Searching through listings of homes on real estate sites is a common practice, but now consumers are seeking more from such sites.
Positive real estate relationships through content marketing
Content marketing has quickly found its way into the real estate market as almost 80% of general consumers would rather learn about a company through relevant articles than through traditional advertising. Combine that with the fact that 70% of consumers also feel that businesses creating custom content have a genuine interest in positive customer relationships, and content marketing is fast becoming an expected and desired element in the real estate industry. With content marketing’s potential to create at least triple the number of leads, any real estate business that hopes to thrive in such a competitive industry must include content marketing in their formula for success.
Content beyond property listings
While potential homebuyers may initially visit a real estate site to search for properties, they eventually want to learn more about the area they’re searching in and the current real estate trends. Providing users with pertinent neighborhood information such as school ratings, nearby attractions, and available public transportation is essential for growing engagement. Creating and regularly maintaining a blog filled with valuable tips on buying and selling a home, the process of moving, how to find the best mortgage rate, and other relevant information builds consumer trust in a real estate company and makes them more inclined to use that company’s services. However, it’s important to address each segment of real estate consumers, as they are a diverse group with varied expectations and requirements.
Real estate consumer segments
Real estate consumers fall into five segments according to their age. These segments are broken down as:
Generation Y (32 years old and younger)
Generation X (33-47 years old)
Late Baby Boomers (48-57 years old)
Early Baby Boomers (58-66 years old)
G.I. Generation and Silent Generation (67+ years old)
Within these segments, the percentage of buyers and sellers varies by age, but the largest segment of real estate consumers today (approximately 30%) are within Generation X. Nonetheless, focusing on just that one segment is detrimental to a real estate business, as their services need to encompass the entire spectrum of generations. Achieving this requires designing personas for each generation. Those personas then assist in the creation of content relevant to their specific requirements.
Generation Y Persona (32 years old and younger)
The Generation Y persona includes younger singles and couples seeking their first home. They don’t have children yet and desire properties in blossoming and socially active urban communities. One of this persona’s biggest concerns is being able to understand the process of buying a home and sorting through all the required paperwork. They’re interested in details about the commute to work, such as the cost of driving and the availability of affordable public transportation. This generation purchases more previously-owned properties than any other generation and often views first homes as starter homes.
What type of content: Valuable content for this generation focuses on how their real estate agent aids them throughout the process, blogs that provide information on the community, and a guide for new homeowners in the region.
Generation X Persona (33-47 years old)
With a young, growing family, the Generation X persona is looking to upgrade their current living situation to gain more space and opportunity. This generation persona has outgrown their urban apartment or row home and is considering a single-family detached property in a suburban area. Most important to the Generation X persona is the quality of the schools in their new neighborhood as approximately 1/3 of this generation has at least one school-age child. With schools as their top priority, this generation persona is more willing to purchase older homes if they’re in the right school district.
What type of content: The best content created for this persona is a timely blog that focuses on communities, family-friendly events, and school district guides.
Late Baby Boomers Persona (48-57 years old)
The Late Baby Boomers generation persona consists of couples with older children that are in grade school or approaching middle school. They’re often interested in purchasing a second property to use as a vacation home or as an investment property. This generation persona is beyond the “starter home” idea, intends to live in their home for over 15 years, and is more willing than other generations to compromise on the condition of their desired home.
What type of content: Relevant content consists of blogs and guides that focus on the potential of foreclosed homes as investment properties or second homes and address common questions about buying a second home.
Early Baby Boomers Persona (58-66 years old)
This generation persona includes “empty-nesters” or those older adults at or near retirement age whose children have moved away. This persona is considering a move from their single-family home to a lower-maintenance condominium or townhome, away from their former neighborhood and closer to friends, family and recreation they enjoy such as golf, tennis, or the beach. Early Baby Boomers seek affordable homes in quality neighborhoods with lower utility costs and increased energy efficiency.
What type of content: Effective content marketing for this generation includes informative articles and blog posts highlighting the advantages of townhomes/condominiums such as better energy efficiency and lower maintenance.
G.I. Generation and Silent Generation Persona (67+ years old)
Coined the “Greatest Generation” by journalist Tom Brokaw, this age segment consists of the G.I. Generation (born 1901-1924) and the Silent Generation (born 1925-1942) and includes those who endured the Great Depression and both World Wars. The real estate consumers in this generation persona are seeking smaller homes, retirement communities, know what they want, don’t compromise, and rarely pay full asking price.
What type of content: Relevant content marketing for this group includes blog posts detailing listings with lower square footage, giving tips on maximizing minimum space, and outlining the amenities included with area retirement communities.
By breaking down real estate consumers into manageable personas, it’s easier to create relevant and effective content for a particular real estate company’s region and listings. Presenting today’s real estate consumers with well-written blog posts, neighborhood information, and helpful guides enables real estate businesses to tap into the growing positive force of content marketing. Content marketing is an essential tool in the competitive real estate industry as it creates and strengthens visibility and improves consumer relationships.
An amazing online presence for real estate starts with a beautiful, mobile-friendly website. Then, original, valuable content written on a regular basis and shared via social media can reach many thousands of potential clients. Get started today. We can help.