If SEO and search engine marketing dominated the early real estate digital era, content + digital marketing are quickly becoming the kings of real estate’s maturing internet age.
The emerging real estate content marketing age
Marketing, the flip-side of product
A lot of eyes glaze over when the word “marketing” pops up, mine included, especially before I shifted from the journalism side of things and began exploring the dark arts of content marketing.
Savvy content + smart strategy = 472 leads in 24 hours
Have you ever had a business secret so valuable you wanted to clutch it closely to your chest and not let it see daylight?
Why Zillow Group ungated its B2B content
Producing engaging content for specific audiences with specific goals for each lies at the heart of content marketing. Zillow Group knows this very well. Its strategy encompasses two distinct audiences — consumers and real estate agents — two separate goals, and, consequently, two content marketing strategies.
Authenticity + quality content = a thriving Living Room Realty brand
With scant money, two babies and a new brokerage in 2008, Jenelle Isaacson stared necessity in the face. It stared back and presented her the content strategy that would catapult her Portland, Oregon-based firm Living Room Realty into a thriving brand and company.
How real estate team leader Melanie Piche’s smart content strategy grew her business 10X
Melanie Piche’s Toronto real estate team, The BREL Team, did $85 million and 251 deals in 2016. The 12-person team she runs with her husband doesn’t send post cards, cold call or door knock.
Zillow Group, content marketing and syndication
Amy Bohutinsky is the 10th the most powerful person in real estate. Zillow Group’s former chief marketing officer and now its chief operating officer, her vision and execution helped catapult the Seattle-based giant to tremendous growth and an anticipated $1 billion in revenue in 2017.
Excellence doesn’t happen by accident
We all witnessed Tom Brady’s excellence on Sunday — calm, poised and infectiously passionate. Did you doubt the Patriots would score a touchdown and end the game when the team won the overtime coin toss? (Poor Falcons).
Zillow Group, ‘COPE’-ing + content marketing brilliance
“Great stories live forever.” Zillow Group’s director of content marketing Stephanie Reid-Simmons described the core ethos of her firm’s significant content marketing play this way.
The tyranny of trust
As the nation hangs its head and philosophically (uncomfortably) stares at its navel and ponders whether there’s really a there out there, trust crumbles all around us. With alternative facts, fake news and partisan minds dominating the media landscape, where does that leave connection, faith, community? Besides indoors, those vital components of society stick even tighter to authenticity, passion and sense.