Let’s declutter somethings
Charles works in real estate, and he sees his competitors creating content with high-quality pictures and feedback from customers - all good, right?
Charles does that too.
Now, imagine John, a prospect searching for an apartment, who discovers 10 similar content pieces; he won't stand out because his content is similar to the other nine.
It's up to John to decide whether he'll pick Charles, and that's a big MAYBE. He's at risk:
❌Because he's doing his business exactly like others in the same niche - pictures, videos, and feedback from customers. Basic, right?
❌Due to a lack of a sweet spot - most real estate companies provide basic information. You visit their page or website and find pictures, prices, location, and contact details.
Here's where John, who needs an apartment, faces a dilemma, as he finds 10 potential landlords or agents with different apartment conditions but presented the same way.
This leaves him confused😖 and likely to miss the best deal due to the uniform content layout.
The sweet spot in this case is highlighting the special features of the location.
For example, if John is a father, Charles should emphasize the proximity to schools.
If John is interested in jogging, Charles can highlight how the area has the right atmosphere for jogging or taking walks.
If John's daughter Jane loves photography, Charles can showcase areas in the apartment suitable for taking pictures, like the right angles in the kitchen. And for John's wife, Jasmine, who loves nature, Charles can emphasize the apartment's space for gardening, such as flowers.
When presenting your services, have a defined audience in mind; it gives you authority.
Now, let's consider this: what if Charles, instead of just posting pictures, highlights features like:
📌A friendly area suitable for jogging.
📌Ample natural light in the kitchen, suitable for online stores, photography, or studying.
📌A garden space.
📌Parking for up to 5 cars.
But you might ask yourself, how would Charles know all this about John?
Simple having a defined audience.
Your content should answer your clients' "why" for choosing you.
Even if a trend is popular, narrow it down to address your clients' specific "whys."
Don't let the shadows of what others are doing ensnare you at the cost of your clients and customers.
Real estate is just one of the many niches that need content marketing decluttered from generic content to tailored content.
If you show up as your authentic self in your business's content marketing, no one can replicate that.
Instead of copying others' content, observe and answer your client's "why" through your content marketing.
Do you answer their why (clients\customers) or do you follow competitors' why?
#contentmarketing #targetaudience #realestate
