All industries must adhere to this law of marketing, but perhaps none more than the commercial real estate industry. The very basic nature of commercial real estate is that it is changing. All. The. Time. In a business that moves as fast as this one does, lagging behind in content marketing could be a death warrant for brokers and companies trying to succeed.
Content marketing can be a difficult endeavor, but there are several ways to stay one step ahead of the competition. Here are the Five C’s of approaching content marketing for commercial real estate:
For brokers, customers are the people they build relationships with that can ultimately lead to a client relationship or referral. With that in mind, brokers need to make sure they know their target audience. More specifically, what their audience likes and responds well to. Be sure to fine-tune the content that gets put out, so that it will resonate with your target audience. Put yourself in the shoes of what your ideal client would be looking for, thinking of and write for that persona.
Content marketing is a very difficult game to play, and it certainly can’t be done single-handedly. After all, we all need friends in this business! There are several ways outside contributors can be help your content marketing strategy, such as guest posts, promotions, and guest blogs. Asking to guest post for organizations and societies that have blog content is a great opportunity to get extend a web of reach and build a strong link building strategy. At Block Real Estate Services, we also ask developers, architects and other business allies to guest post on our blog to add variety and add to our link building strategy.
Consistently creating content is a key to commercial real estate content marketing success. Regular posting gives people a reason to come back to your blog or website to see what's new and it also benefits its search engine rankings as you can see from this graph pulled from a study by repost below. The more frequently that content is produced, the more likely a site is to generate more traffic.
This is possibly the most critical of the Cs to remember, especially in the commercial real estate business. It's essential to have a general pulse of the industry and reflect this knowledge in the content produced. Relevancy will keep content fresh and readers engaged.
Last but not least comes category. Focusing on knowing everything you can about a niche or small collection or niches in the industry and using content to keep the business community up to date will brand a broker or company as an expert. Focus on one or two niche categories that you know you rock at, and let everyone know how awesome you are at it!
Director of Marketing and Communications
Block Real Estate Services