Why should estate agents invest in content marketing?

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Why should estate agents invest in content marketing?


Whether you realise it or not, social media and content marketing has completely reworked the ways consumers interact with brands. In the face of phoney politicians, fake news, and in-your-face marketing strategies, consumers are in desperate need of some genuineness. Even the biggest brands are beginning to take note of this. In a shift away from hyperaggressive advertisement, up to 90% of brands are investing in content marketing. This type of marketing involves creating online materials such as blogs, videos, and social media posts. They don’t promote your brand specifically, but they do stimulate interest in your products. Why are businesses doing this? Because it's effective and can bring you endless business benefits. Here are a few of our favourites:

It works

Despite the wide use of content marketing by businesses, it is understandable that many of you might need a little more convincing. Let’s look at some statistics.

  • Small businesses that use blogs get 126% more lead growth than those who do not.
  • In one study, 61% of online consumers made a purchase based on recommendations from a blog post.
  • 60% of consumers polled claimed they would be influenced by a positive online review of a business.
  • Content marketing is up to six times more effective at driving consumer conversion than traditional marketing.


Content marketing costs 62% less than outbound marketing yet generates three times as much interest in your brand. It is the gift that keeps on giving. It has low upfront costs and bigger long-term benefits as content marketing builds its own momentum.

Creates authenticity, transparency, trust, and friendliness

These qualities interest consumers whether it’s in marketing, politics or celebrities. Brands like Netflix have stopped using their twitter accounts to prove that the customer is always right and instead post funny, relatable content, that engages with pop culture. This creates a buzz around their brands. It's not because they are screaming “Hey look at our new products!”, but rather because they are engaging with their target audience in a way that builds a trustworthy connection with the consumer.  

People want to see it

In the 1970’s, people saw an average of 500 ads per day. This rose to 5000 per day by 2017. The internet has led to people’s daily lives becoming saturated by adverts. Luckily for annoyed consumers, the internet has also provided the perfect solution: ad blockers. More than 615 million devices now use ad blocking software. There is no clearer way for consumers to say, “we don’t want to see adverts”. Content marketing is a breath of fresh air for advert-hating consumers. It provides helpful information that consumers choose to engage with.

Reach your target consumers

The internet provides many opportunities for you to reach your target market. Facebook tailors an individual’s news feed with content that they are likely to be interested in. If a person has shown interest in brands related to yours, it is more likely they will see your content. Also, you choose the type of content you post. Aim it at the interests of specific demographics. By doing so, these people are more likely to come across your business. Almost half of 18 to 49 year-olds get their news and information online. These numbers are growing. People are turning away from the TV and are looking at their phones, tablets, and PCs instead. Your brand needs to be where the people are and content marketing is the best way to go about it.

So why should you invest in content marketing? It gives you the ability to increase traffic to your website, increase sales, and grow your business in a way that consumers prefer. Content marketing skips the constant hounding and psychological tactics that traditional marketing employs. This comes across as phoney. Instead, you provide useful, informative content that consumers want to hear about. This helps you build a trustworthy, authentic bond with your consumers. 

To find out how Property Stream can help your estate agency business gain a great online presence, visit our website at https://www.propertystream.co/estate-agent-marketing.

If you need any guidance or support about your current estate agency advertising and marketing please contact our lead services team or emailing dave@propertystream.co  

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