The Science Of Content Marketing For Real Estate
The advent of the internet brought the Information Age along with it. Nowadays, the search engines seem to be our best friend. When we are looking for advice needed to make an informed decision, we turn to the internet. Real estate buyers are among the people that go online to look for information before making a buying decision.
The findings of a recent poll reveal that about 90% of real estate buyers use the internet to search for homes. Out of the 90% of home buyers that searches for real estate online, While 78% claimed that they prefer to get acquainted with a company via articles rather than ads, 70% of the participants in the poll are of the opinion that companies that provide customize content online are very good at building a good working relationship with their clients. From the findings of this poll, one can easily deduce that content marketing is one of the best ways to attract the attention of customers and communicate with them. In fact, the number of leads gotten from content marketing is three times more than that gotten from paid search.
Different ages of people are in the market looking for real estate to purchase. The various ages of real estate buyers are usually grouped into five different categories: generation Y, generation Y, late baby boomers, early baby boomers, and silent G.I generation. The needs and expectations of these different categories usually vary.
Each category has different needs and expectations from the real estate market. So, how do you, as a content marketer, come up with content that will attract the attention of these various groups. Well, you will just have to conduct a research on the needs and expectations of these various categories of home buyers and create contents that will satisfactorily provide the solution to their needs and meet their expectations. Below are the needs and expectations of the various categories of home buyers:
Needs and Expectations of Generation Y
Home buyers who are 32 years old and below belong to generation Y. Almost all of them are first-time buyers, so they have little knowledge of the real estate process. These are some of the needs and expectations of generation Y:
1. 30% of generation Y claimed that paper work is the most difficult part of the home buying process.
2. 85% of the people in this group usually go for previously owned houses.
3. 76% of generation y cited that the most valuable service a real estate agent can offer to them is to help them understand the buying process.
4. Commuting plays a huge role in generation Y choice of neighborhoods. While 62% claimed that a convenient commute is on top of their list when shopping for a home, 43% cited that commuting costs are the most important environmental factor in purchasing a home.
The Content for Generation Y
You should create a beginners guide that will thoroughly and clearly explain the buying process from the start to finish.
The Needs and Expectations of Generation X
People within the age bracket of between 33 – 47 belong to this category of home buyers. They usually purchase the largest homes among the five groups of home buyers. Below are the needs and expectations of this group:
1. 69% of this group of home buyers usually has a kid below the age of 18. Almost a third of this group has 2 children.
2. They purchase the older homes among all the different groups.
3. The quality of the school in a neighborhood plays a major in their decision to move to that neighborhood.
4. Generation X buyers do the least travel among the different categories of home buyers, so they usually purchase houses close to their previous home.
The Content for Generation X
When preparing content for Generation X, focus on the family-friendly nature of the neighborhood and the various districts in the community.
Needs and Expectations of the Late Baby Boomers
This group comprises of people with ages between 48 – 57. They are usually interested in purchasing a cheap home in a popular vacation town. Below are some of the needs and expectations of the late baby boomers:
1. 19% of the people in this group can easily compromise on their set standards and conditions of a house.
2. 32% of later baby boomers plan to live in the home they are about to purchase for at least 16 years.
3. While 21% of this group has another home, 13% has property as a form of investment.
The Content for Late Baby Boomers
Since the late baby boomers are in the market for cheap vacation homes, start a blog series to address the frequently asked questions about buying of foreclosed homes. In addition, give them an insight into the features to look for in foreclosed homes and the long term benefits of purchasing foreclosed homes.
The Early Baby Boomers
People with ages between 58 – 66 belong to this group. With their children out of the house, the early baby boomers want houses close to the beach where they can relax and have a good time. Some of the needs and expectations of this group include:
1. While 80% of buyers younger than 57 prefer a detached single family home, those above 57 prefer town homes and condos.
2. Heating and cooling costs largely influence their buying decision. Other important environmental features they consider include energy-efficient appliances and lighting.
3. This group also considers the affordability of homes and proximity of the home to their family and friends.
The Content for the Early Baby Boomers
When creating a content for the early baby boomers, focus on the energy efficiency of the homes, telling that condos are more energy efficient than single-family houses.
The Need and Expectations of the Silent and G.I Generation
People who are 67 years and above belong to this group. They are usually retired and are interested in moving to retirement communities. Below are the needs and expectations of this group:
1. They usually purchase smaller homes.
2. They are usually firm on the standard and conditions of home they want to purchase; they rarely compromise on their set standards.
3. They usually pay less than 90% of the asking price
The Content Suitable for the Silent and G.I Generation
Since this group usually wants small homes, create a blog series on small homes, focusing on how to get the most out of limited space.SA