How Luxury Real Estate Brands can Leverage Content Marketing to sell Property?

Not that long ago, salesmen would come to our doors with briefcases and ask for 15 or 20 minutes of our time. Taking them in would mean that they would talk to us about their product, showing it and explaining all of its characteristics. They would talk from their personal experience or some secondhand cases that they know of. It was all about personal communication. Today, that has changed with the surge of content marketing and there is no indication that the things are going back to what they were. Real estate industry is no exception when it comes to finding ways to leverage content marketing to sell property.

Becoming proficient in the modern day means of communication is just the first step.

 As the business world moves forward evermore rapidly each day, so must the companies if they are to stay competitive in their market. That is why the standard salesmen had to adjust to the new rules of the market by becoming the men behind the curtain. Today, they use automation resources like emails, chat-bots, and others, to stay present. So, how Luxury Real Estate Brands can leverage content marketing to sell property?

It is all about making connections

Choosing your battles and where you will fight them is the essential tactic here. Real Estate brands have to connect with the right group of people. Selling luxury real estate means dealing with people who can afford a lot of things that average people cannot. Data gathered in the past several years throughout the real estate markets all over the United States provide a firm argument for pushing forward with online content marketing as the luxury real estate buyers have proven to be 2.5 times more likely to look for offers online. So, making your presence known on Facebook, for instance, is a sure way of reaching out to the best of potential customers.

Make sure that you use the right tools

Using the right tools is really important, especially in such a complex and competitive market. We have singled out two of the best tools that can help you to leverage content marketing to sell property.

By using this tool, you can get in contact with your potential clients through messages specifically crafted by yourself. There are many options for creating personalized content based on your and your clients’ preferences. It is also possible to keep track of the information exchanged through your conversations with them. The best thing about it is that you can integrate it with your website and your phone.


Adroll is one of the best tools when it comes to dealing with potential clients, particularly on social networks. Through it, you can plan spreading your content marketing across different platforms. The results from 2018 imply that making necessary adjustments, according to market trends, on a regular basis leads to a steady rise of clients by 2.3-4.1% on a monthly basis.

Engaging with your prospects

Sure, this aspect may seem obvious, but it is sometimes seriously underestimated. The best way to leverage content marketing to sell property is to make your presence known by your customers. Using social media is a great way of achieving this. Facebook, for instance, has had 2.27 billion active users in the last six months. The potential power of Facebook and other social networks is virtually unlimited. Of course, you cannot contact all of them in order to sell luxury real estate, but the implication is clear. That is why having a quality social networks team is essential. They have to make sure that your followers are treated with respect and care.

One way of doing this is to not make generic impersonal posts like “Real Estate Market in New York is Hot Right Now”. After all, some of us decide to move out of NY for good. So, what you need to do is show that you care by providing topics relevant to the people from your market. If there has been a recent surge in selling real estate in Manhattan, for instance, due to people leaving it, then write something like “Tips for helping you move out of New York”. Psychologists have proved that the salesman that asks personal questions in a relaxed manner and starts real conversation has, on an average, around 40% more success than the salesman who does a standard presentation.

Getting personal is thus the best way to leverage content marketing to sell property

Make your website as user-friendly as possible. How do you do this? Have a team that will be on duty all the time, checking the way the website runs. Adding chat-bots and customer service and making them available all the time for direct contact is going to improve your relationship with potential customers drastically. No matter how rich a person is, in general, they will want to save money if possible. That is an inborn habit most of us have. Capitalize on this by preparing articles that offer advice on how to save money by planning your budget ahead of time. Planning a budget is one of the most important topics in the business world, and as such will be greatly appreciated by your prospects.

Here are some ideas for creating personalized content

  • Create a newsletter – When people visit your website, you want them and need them to be satisfied and to feel properly served. This is a fact and there is no denying it. However, you also want them to come back again and again. One of the ways of using content marketing is creating a newsletter option for them to sign up for through which they will get constant updates. Don’t make these updates only about the exact topic of real estate. Sending advice on things like mentally preparing yourself for big decisions, like making a move, can go a long way.
  • The types of posts and texts that you publish play a big role – the types and numbers to be exact. A Corcoran Real Estate Group spokesman said last year that by making one small change in their social media policy, they managed to increase the visibility and traffic of their website significantly. What they did was that they started posting two blog posts a week. By making relevant posts and not just those texts that are there just to be there, you will be able to leverage content marketing to sell property in a much more effective way.