Emotional Connections Create Powerful Real Estate Marketing

Posted by Payman Taei on Feb 11, 2020 9:00:00 AM

Content Marketing and Emotional Connection

Buying a home is absolutely one of the most exciting times in a person's life - whether it is their first or their fifth doesn't actually matter. Unfortunately, it can also be one of the most stressful periods in that person's life, too - which is why people are always thankful to have a helping hand by their side who actually knows what they're doing.

According to one recent study, the real estate market in the United States is currently stronger than it has been in quite some time - good news that is the result of a wide range of different factors. Not only is unemployment currently at a low that it hasn't seen in about five decades, but interest rates are also far below historical norms as well - according to the Washington Post. The recent economic uncertainty created by global trade concerns and stock market volatility seems to have subsided - for now - and the average sale price of homes across the country is actually on the rise.

So why, then, is your real estate marketing collateral failing to make the connection you need?

In essence, a younger generation of home buyers - particularly those who are doing this for the first time - has totally changed the way the industry works, causing a lot of the old guard to have to throw out the "best practices" of yesteryear in favor of a process that is totally fresh and new. Buyers have evolved, and now you need to evolve right along with them in order to succeed on the widest possible scale.

Modern Real Estate Marketing: Breaking Things Down

A few decades ago, you would be lucky if you saw five or even ten houses before making a purchase - all of which you'd have to go view in person. These days, you can see hundreds of properties a day if you really put your mind to it - to the point where things quickly become difficult to keep track of.

All of this means that the real estate funnel has absolutely gotten longer, which will also require you to change the way you think about creating content to support the various key positions on that funnel on behalf of the people you're trying to serve.

To speak to the former, start by creating unique landing pages for every one of your properties - not only making them easier to find, but also easier for consumers to learn about. Use a poster maker like Visme (which I founded) to create visual collateral that really plays to the strengths of what makes each property unique. Anyone can throw a few pictures of a home on a website and create what amounts to little more than "yet another glorified Zillow listing." What you're trying to do is really go above and beyond, giving people a complete experience and getting them excited about potentially seeing a property in-person, while also standing out in their minds from the countless other properties they will have viewed online during the exact same day.

Go to a service like Respona and conduct as much keyword research as possible, paying attention to exactly what people are wondering and what they need help with. If there's a particular question that you see crop up time and again about what to look for in a first home or common misconceptions that people need to be aware of, don't be afraid to write a piece about it for your blog. Make sure that information is paired with relevant images so that you can harness the power of visual communication to your advantage.

In the end, this two pronged approach to real estate marketing is a perfect opportunity to cover all your bases, as it were. You're focusing less on the literal aspects of buying and selling a home and are effectively conveying the raw value that you provide - value that would be largely impossible for them to replicate on their own. Younger home buyers want someone by their side who knows what they're talking about. Someone who can be their advocate during the many stressful nights leading up to a transaction.


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Payman Taei is the founder of Visme, an easy-to-use online tool to create engaging presentations, infographics, and other forms of visual content. He is also the founder of HindSite Interactive, an award-winning Maryland digital agency specializing in website design, user experience and web app development.

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