Analytic Data - Focused Content Marketing
The landscape for Realtors is always changing. In this day and age, unless you have a remarkable sphere of influence or someone is handing you business, you must turn to the internet to connect with buyers and sellers.
I see a lot of Realtors and teams heavily targeting content geared for other Realtors. That's just awesome! It does generate likes, endorsements, shares and comments, and the fallout is increased visibility, better ranking of blog posts and articles, perhaps with links to their personal website and in the activity, the occasional client pops out.
On the other hand, there's writing content geared for the consumer, and that's what this article is concerned with. Some new Realtors I work with have expressed to me they aren't sure what to create or write about for their consumer audience.
Analytic Data & Marketing Content 4 Consumers
There all all types of Analytics, and fairly easily to install the codes on your site(s), and tell you a host of useful information, even to the point of generating content ideas. Over time, too, you can see what articles were more like-able and which ones less popular (day and time of day you post can have a lot to do with it.)
The data in this infographic is from 2010, though likely hasn't changed much but for demonstration purposes. You can check up on your current demographic information with Google Analytics, Plus.Google Insights, Faceebook's Insights, Add-This, and a host of other tools. Many of these tools are provided by social media forums and for websites tools you'll need to install the tracking code(s).
Again, creating content to share in real estate circles is one thing, but now, let's take a look at how we can use some of the information analytics provides to create some useful, fun and engaging content for consumers.
Content Marketing Examples
Let's say I want to create more interest in and greater presence for a community in which I conduct real estate. I see in Google Analytics, the majority of our site's visitors are male, but not by much, 54.14%, and the largest age group is 24-34 years old (Go Millennials!) at 33.5%, the largest category. I also see strong interests include individual sports, cycling, running, walking, water sports, fitness and entertainment.
That being said, I could then write content for a post on our company blog about a community, focusing on park amenities and facilities in the market area as perks of living in and buying a home in the area, sports, concert and entertainment facilities. Choose appropriate imagery, and share via social media specifically with friends and connections known to have an affinity for such things. Even if these audience members aren't buying a home, consider their connections who may be.
Now, on Facebook Insights, I can see the majority of our audience is female, 65% in fact and the largest slice at 24-34 years of age. I can work over the content and here it's going to be more about community involvement, organizations, opportunities for children, schools and institutions of higher learning etc.
Broad appeal to both genders never hurts, but keeping gender, interests and age in mind can help you fine-tune your marketing content for a greater impact. Write some universally appealing articles, but also present content in your social media efforts tailored for a specific audience too. In your articles, you can also include "his and her's" elements.
Keep in mind there are more couples buying a home these days that aren't married at the time of purchase. You can also tweak your posts for specific age groups. Millennials aren't the only potential clients out there.
One more reason to mix it up.
If I'm writing to appeal to the male audience on one venue, I may still write a paragraph or two for the female audience and include "male" but also "female" oriented images to share off my post. If the post is about a community or subdivision, I can speak to both genders, have an image of in-line skating for a park, but also point out a popular builder in the area, and include a pic of the kitchen. Include links to recreational facilities, and then to schools or organizations.
Notice the percentage of internet users who are female that prefer Pinterest, definitely female dominated! If you're writing an article, and intending on pinning it, keep that in mind when selecting or creating imagery for your post. Check out Berkshire Hathaway HomeServices Professional Realty on Pinterest.
No matter how good at content marketing you get though, people like responsiveness. I hate not being answered in a timely manner no matter what my question is, so, when consumers visit your site, ask about a property or pose a real estate or market-area related question, being quick to provide assistance is key to your success.
There's more to Content Marketing than Gender
Here's an older article with some timeless information about content marketing that speaks to demographics including gender; How to Find Content Ideas in Demographic Data