Our Real Estate Content Marketing Strategy & Our FREE Distribution Template
Using Content Marketing to Scale From 6000 to 168,000 Page Views In 6 Months.
At Turf.Press we have an addiction to scaling real estate websites. One of the biggest drivers of growth for our client’s real estate websites has been an aggressive content marketing campaign.
Watch the video below to learn more about our approach to real estate content marketing and distribution.
Real Estate Content Marketing: Intro
In today’s tutorial we’re going to be talking about real estate content marketing and distribution. So let’s dive in.
First of all, in order to allow you to follow along, we’ve created a free spreadsheet that consists of over 170 channels where you can distribute your real estate content online. Save yourself the time of not having to put this together yourself by downloading it here.
Real Estate Content Marketing: Play The Long Game
Content marketing and content distribution are important parts of the growth matrix for real estate professionals. This is particularly true for those who are starting from ZERO.
Without any built-in awareness, you’ll need to think creatively about how to inject momentum within your marketing flywheel.
It’s much easier to grow your real estate website once you already have a baseline level of awareness. However, starting from scratch will feel like trying to scale a wall made of marble. It’s possible to do, but you need to think creatively about how to do it.
As you can see from from this case study, were were able to start a project from ZERO and scale it to 10,000 page views / month in 30 days using nothing but feisty content marketing and distribution strategies.
Starting from nothing, we knew that it would take a while for our real estate SEO efforts to bear fruit. Although we started building up our content inventory early on, we knew there would be a delay between input (content creation) and output (organic ranking). Knowing this, we needed to find a way to generate short term awareness.
Traditionally, at our real estate marketing agency, we’ve found success with early awareness through:
1. PPC campaigns
2. Content distribution
Content marketing and distribution on the other hand, involves much more up-front work. It’s not passive at all. With content marketing you’ll need to get into the trenches and be more involved in the process. It’s not a marketing channel you can automate.
Essentially, when you’re distributing your content online, you’ll often be required to get involved in relevant conversations. This requires that you first find where those conversations are happenening and then secondly, contribute in a meaningful way.
If you’ve done this before, you’ll know it’s quite a time consuming process. With this approach, you’ll often step up to the plate 10 times, but out of ten swings, you might only hit one homerun. It’s a bit of a numbers game, and the odds are not tilted in your favor.
However, if you don’t currently have much awareness, you don’t have a lot of options outside of PPC advertising and content marketing.
Content Marketing is Misunderstood by Real Estate Agents
At Turf.Press, we’re big believers in the power of content marketing. Even if your early content marketing campaign won’t start paying dividends for the next 4-8 months, it’s better to produce content today in order to start building up your content inventory early on.
Organic search has been a huge source of new leads for our clients (and our agency as well. In fact, 80% of our own leads come from organic search).
There’s a mountain of information online about the average amount of time it takes to rank a site within Google. But let me share one study with you.
Ahrefs recently did a study where they sampled over two million random keywords. They found that the average age of a page on the first page of organic results within Google was over 2 years old!
They also found that the average age of a page in the number one position was over 3 years old.
However, having multiple high ranking pages in organic search can produce a constant drip of new real estate leads for your daily. It’s worth it to have patience.
If you ignore organic growth, you’re leaving a lot of money on the table. At Turf.Press we’re big believers in playing the long game and building up a real estate content inventory early on, even if it doesn’t produce results right away.
That said, it doesn’t need to be that slow of a process either. At our agency, we often start to see favorable rankings within 2-7 months (which is much faster than the industry average, but we’ve also been doing this for almost 20 years now).
Here’s a case study where we recently scaled a site from 6000 page views per month to 168,000 page views per month in 6 months. We did this entirely through content marketing and SEO.
However, most real estate agents don’t have the patience or budget to wait 6 months to 3 years for favorable organic rankings.
Therefore, real estate professionals need to think about creative ways to find quick wins early on. For us, content distribution has been a really important part of our suite of early growth strategies.
Even before your SEO campaign starts producing results, you can produce a limited amount of high-end content and then focus on distributing that content online.
Remember the case study I told you about where we were starting a site from ZERO and we used content distribution strategies to scale the site to over 10,000 page views in 30 days! We did that without any organic ranking or paid ads whatsoever. We simply produced 13 pieces of high quality content and then distributed that content online.
How did we do this? Well, we simply used a content distribution spreadsheet (the same one that you can download for free here) to systemically promote our content online.
How to Distribute Your Real Estate Content
If you’ve already download our real estate content distribution spreadsheet, what you’ll see in the upper right hand corner is a link that says “copy base”. Click that link to create your own editable copy of the spreadsheet. This will allow you to remove listings that are not relevant to you, while also being able to add listings of your own.
Now that you have the spreadsheet open, let’s look at how to use it. Notice that the spreadsheet is organized by “platform type”.
As you can see it’s grouped into the following categories:
– Real estate podcasts
– Real estate guest posting
– Real estate forums
– Image sharing sites
– Social bookmarking sites
– Microblogging platforms
– Facebook groups
– LinkedIn groups
Next, notice that we have the platform name to the far left and the “platform type” just to the right. Next, you’ll see the URL of the site as well as the site’s contact information.
Also, because not all websites are created equal, we’ve also included Moz’s Domain Authority (DA) score as well as Alexa’s page rank score.
These metrics will help give you a rough idea of the SEO and traffic impact that a link on any of the sites within this spreadsheet will have on your domain.
To help you visualize the strength of a site, we’ve included an opportunity rating score which is represented by stars (1 being low, 5 being high).
This spreadsheet took someone on our team about a day to put together, so you’ve saved yourself about 8 hours of work by not having to create this yourself.
To learn how to use this spreadsheet, make sure you watch the video above.
Thank you for taking the time to stop by Turf.Press today. If you would like to learn more about how we can help you scale your real estate website, then visit our homepage or reach out to us today to organize a free 45 minute strategy session.