🏡 The Real Estate Marketing Update - Edition 18

An effective content creation framework, our favorite tool for everyday ChatGPT usage, and Google's AI Overviews impact on real estate websites.


Read time: under 5 minutes

Welcome back.

This edition covers a big change in Google’s search results and a content framework and tool to help you stay ahead of your competition as AI integrates into everything we do online.

If you missed our previous editions, you can check them out here.

Or, if you’re caught up, let’s jump right in.

Scroll down to get…

  • One actionable tip that can immediately boost your lead generation

  • One handy tool that can simplify your tech stack management

  • One essential news story

…and become at least 1% better at generating the right type of leads.

Tip of the Week

Real Estate Content Creation Made Easy: 10 Post Types to Fill Your Content Calendar and Pull in More Leads

We’re not just proponents, we're advocates of understanding and using proven frameworks, especially when it comes to lead generation.

One of our favorite frameworks that we guarantee will drastically improve your content marketing efforts is the following…

The 10 Types of Posts for Content Creation

Instead of firing off articles, videos, or social media posts based on what you’re feeling in the moment, use the following framework to ensure that your content resonates with your audience.

There are 10 types of content that will consistently engage your audience, build your brand, and generate more leads.

Let’s dive into each type and explore how you can tailor them specifically for your real estate business.

1. Actionable Posts

Actionable posts provide step-by-step instructions or practical advice your audience can immediately implement. These posts position you as an expert and are highly valued by readers.

How to Use Them:

Example: “How to Stage Your Home for a Quick Sale in 5 Easy Steps”

Framework: Break down the process into simple steps, add helpful tips, and include before-and-after photos to illustrate the transformation.

2. Observation Posts

Observation posts share insights or trends you’ve noticed in the real estate market. These posts highlight your expertise and thought leadership.

How to Use Them:

Example: “5 Trends That Will Shape the Housing Market in 2024”

Framework: Discuss each trend, explain its implications, and offer your perspective on how it will impact buyers and sellers.

3. X vs. Y Posts

X vs. Y posts compares two options, situations, or strategies, helping your audience make informed decisions.

How to Use Them:

Example: “Buying a Condo vs. Buying a House: Which is Right for You?”

Framework: List the pros and cons of each option, provide real-life examples, and conclude with a recommendation based on different buyer profiles.

4. Motivation Posts

Motivation posts inspire and encourage your audience to take action, whether buying a home, investing in real estate, or improving their property.

How to Use Them:

Example: “From Renter to Homeowner: How One Family Achieved Their Dream”

Framework: Share success stories, offer encouraging words, and include actionable steps readers can follow to achieve similar results.

5. Analytical Posts

Analytical posts provide in-depth analysis of a topic, such as market trends, property values, or investment opportunities. These posts build credibility and trust.

How to Use Them:

Example: “Analyzing the Impact of Interest Rates on Home Prices”

Framework: Use data and charts to support your analysis, explain the findings in simple terms, and offer actionable advice based on the analysis.

6. Listicle Posts

Listicles are posts structured as lists, making them easy to read and digest. They can cover a variety of topics relevant to your audience.

How to Use Them:

Example: “10 Must-Have Features in a Modern Home”

Framework: Create a list with brief descriptions for each item, add images, and offer tips on how to find or add these features in a home.

7. Contrarian Posts

Contrarian posts challenge common beliefs or practices in real estate, sparking discussion and engagement.

How to Use Them:

Example: “Why Buying a Fixer-Upper Isn’t Always a Smart Investment”

Framework: Present your contrarian viewpoint, support it with evidence and examples, and invite readers to share their opinions.

8. Testimonial / Client Win Posts

These posts showcase your clients' success stories, demonstrating your services' effectiveness.

How to Use Them:

Example: “How We Helped a First-Time Homebuyer Save $20,000”

Framework: Share the client’s story, highlight the challenges they faced, explain how you helped them overcome these challenges, and include a testimonial quote.

9. Personal Story Posts

Personal story posts share your own experiences, making you more relatable and building a connection with your audience.

How to Use Them:

Example: “My Journey to Becoming a Top Realtor in [Your City]”

Framework: Narrate your story with a beginning, middle, and end. Include challenges, lessons learned, and the successes you’ve achieved.

10. Meme Posts

Meme posts use humor to engage your audience, making your content more entertaining and shareable.

How to Use Them:

Example: “When You Finally Close That Tough Deal” (with a funny image or GIF)

Framework: Create or share memes that relate to common real estate situations or emotions, ensuring they align with your brand’s tone and message.

Putting It All Together

Mix and match these post types regularly to ensure you never run out of content ideas. Here’s a practical approach to get started:

1. Create a Content Calendar: Plan your posts beforehand, ensuring a balanced mix of the 10 types.

2. Batch Create Content: Dedicate specific times to creating multiple posts at once, making it easier to maintain consistency.

3. Engage with Your Audience: Respond to comments and messages promptly to build relationships and trust.

4. Analyze Performance: Review your posts’ performance regularly to understand what resonates most with your audience and adjust your strategy accordingly.

By consistently creating varied and engaging content, you’ll build a loyal following and position yourself as a trusted expert in the real estate market. Start implementing these post types today, and watch your lead generation efforts soar.

What are 2-3 of your target client’s biggest challenges or problems?

Start with these and then apply the framework above to have an endless and effective rotation of content that will attract the right type of leads.

Tool of the Week

The Best Way to Use ChatGPT Throughout All of Your Marketing Efforts

OpenAI recently announced its newest and most capable LLM, GPT-4o.

The biggest development and difference between 4o and previous models is that it is multi-modal. In other words, it can understand text, audio, and video inputs to return AI-generated responses.

This model is available to all users.

Our recommended tool for this edition is not just GPT-4o, though. Instead, we want to highlight a new app that OpenAI released to paying subscribers that could build on ChatGPT’s growth even more.

Tool: ChatGPT for macOS - leverage GPT-4o throughout your entire workflow on your Mac

Overview: The macOS app for ChatGPT is a desktop app that can either work in the background or be a tool that is always open to make you more productive.

Helpful Features:

  • Intuitive Interface - A clean, user-friendly interface that allows you to interact with the AI seamlessly.

  • Real-Time Assistance: Real-time responses to your prompts right from the desktop you’re already working on.

  • On Demand Eyes and Ears - Ability to “attend” your meetings, calls, and brainstorming sessions to provide helpful summaries, notes, and action items.

The app is still new and is sure to come with many more features and capabilities in the coming months.

Even without updates, though, the app can be a powerful part of your daily work (or personal) life.

Here are some specific use cases that we recommend you try out…

  1. Take and send screenshots of property photos, PDF reports, data visualizations, etc., and let it write accompanying copy for use in your content marketing

  2. Let ChatGPT “attend” your video meetings to take notes, summarize the meeting, and send you a list of action items to follow up on.

  3. Use the shortcut to quickly ask questions, generate responses, or create images to speed up your marketing efforts.

We can see this macOS app becoming a complete and better replacement for Siri…almost like we have a fast, knowledgeable, and creative marketing assistant sitting right next to us.

Do you see yourself using this app on your Mac?

Be honest. You won’t hurt our feelings, promise. We’re genuinely curious to see what the consensus is on this native ChatGPT Mac app.

Trending Story of the Week

Google’s AI Overviews Are Rolling Out and, Possibly, Over Your Organic Traffic

One of the most significant announcements from Google’s recent I/O conference was that all users in the US would start seeing AI overviews for certain queries.

“This is just a glimpse of how we’re reimagining Google Search — combining the very best of Search today with the Gemini model’s advanced capabilities. Soon, Google will do the searching, simplifying, researching, planning, brainstorming and so much more.”

Liz Reid, VP, Head of Google Search

These AI-generated results take up the majority of real estate above the fold on a search results page, pushing valuable organic results down even further.

Although Google states that “…we see that the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query,” we expect websites to experience at least a 10-20% drop in organic traffic for many queries.

So, if you’ve been enjoying a steady stream of organic traffic to your real estate website, you need to start planning to make up for a likely decrease.

And if you’ve been working towards cracking those first couple of organic positions, it might be time to shift your resources toward AI overview optimization instead.

Does your real estate website have top organic rankings for any competitive terms?

Let us know! We’re collecting some sample cases of sites that rank well to track whether these AI overviews are impacting them.

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Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA