Content Marketing

How Content Marketing Works in the Property Industry

Now, more than ever, an abundance of information is at everyone’s disposal, whether they need it or not.


With all the available sources to choose from, many find it hard to sift through the avalanche of information and get to the heart of the matter—that is, what they want and what they need. Traditional advertising bombards its audience with more and more exposure to products and services. But times are changing.


Two years ago, advertising in newspapers dropped by 18% according to a report by The Sydney Morning Herald. The birth of content marketing provides new avenues for businesses to create, build and solidify their brands. It offers a wealth of information that is valuable, relevant, and educational. Making the audience and potential customers become aware of the product is one thing.


Making them trust the product and buy it is another matter. For content marketing to be efficient and successful, it must have a long-term strategy. There must be a set audience. This is important because the information laid out in the marketing content needs to be tailored to suit the needs and wants of the target audience. These days, a catchy headline or an entertaining video just won’t cut it. It’s not enough that they see and like a product; they should get something out of it as well. Anticipating what the audience is looking for can help a lot in determining what kind of content you should create.


In the customer buying cycle, customers go through different stages before they decide to buy a product. The pace is not universal. Sometimes they do it fast, and other times it takes them a long time to come up with a decision. You can do something about this by producing and aligning content that can help customers along the way.


In a statistic produced by LookBookHQ and compiled by Contently, only 49% of marketers try to drive their content to align with the buyer’s journey. An effective content marketing strategy can build trust and foster the relationship between the brand and its target customers. It has also the ability to attract their attention, increase engagement, and drive profitable actions. To put it simply, all those efforts should be converted into profit. This type of marketing is especially useful to the property industry.


The days of expecting sales consultants to nurture every prospect are long gone. In fact, research from Placester indicates that 90% of all real estate buyers made use of the internet to look for new homes. Seventy-eight percent of them prefer getting to know about the company through articles rather than paid advertisements.


Around 70% of consumers also trust organisations that build custom content more since it shows that those organisations are interested in building relationships with them. Most property businesses rely on the relationship between the sales consultant and the prospective buyer. Traditional advertising can handle one end of this by spreading awareness of the business. But to penetrate and build a loyal base, you should turn to content marketing to generate leads and convert them into sales.


This can only be done by offering valuable content that does not only touch on the project or property offered but also give insights on the industry as a whole. Subjects such as behind-the-scenes in property developing, financial matters, home and landscape designs and the new trends in property can be informative guides and references for potential clients.


Enlightening them about the home buying process and educating them on primary considerations when it comes to investment properties can also be strategic in building your credibility and positioning your brand as trustworthy. The next step is to consider the platforms where the created content can be marketed. The digital world offers an array of options—from company websites and blogs to social media and news outlets. More and more people are using social media.


In Meltwater’s study of online advantage and how digital media is influencing Australian business, they discovered that one in three Australians regularly use social media as their source of news. However, it is not enough that you create social media profiles and sign up on blogging platforms. It is also vital to make your presence known. Brand awareness is essential.


 Connecting with the community is even more so.


How can you accomplish this? By generating valuable conversations between you and your probable purchasers.


Your blog should not simply be a blog. It needs to be a platform where prospective buyers can find information that is relevant and reliable. Make them feel at ease with your brand or project by offering them value, way before you attempt to sell. Engage them on Facebook by replying on their comments, answering their questions, and helping them learn more about what they are looking for and what they really need.


Make your Instagram visually appealing while also providing informative and engaging captions. This might all sound daunting and overwhelming, but with the right mindset, strategy and consistency, your property business can set itself apart from competitors.



Judi Carr

A bona fide property marketing queenpin who embraces challenges and new opportunities. Loves a good quiz. Go the Hawks. With a wealth of knowledge and experience in the property industry having worked for some of Australia's biggest developers and property organisations, our Director, Judi, guides and inspires the success of our brand.By combining her extensive property knowledge and passion with her innovative and strategic thinking, Judi always knows how to achieve the best outcomes for clients.