🏡 The Real Estate Marketing Update - Edition 24

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Welcome back.

This edition is jam-packed with value we think you’ll love. We share one of our favorite content marketing tips, an incredible new feature/tool from Google to optimize your website, and discuss Instagram’s shift to “Views” as its primary metric.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

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

Ready for some actionable insights in store for you in this edition… 

• 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.

Leveraging “X vs Y” Content for More Qualified Leads

One highly effective strategy for grabbing attention and guiding potential clients through decision-making is using “X vs Y” content. This content format involves comparing two options, typically presenting one as more favorable than the other. Realtors can educate their audience, build trust, and ultimately generate more buyer and seller leads by showcasing the advantages of one choice over another.

This article will explore “X vs Y” content, why it works, and how you can incorporate it into your real estate content marketing strategy.

Understanding “X vs Y” Content

“X vs Y” content is comparative content that helps your audience make informed decisions by directly comparing two options. In real estate, this could mean comparing different neighborhoods and types of properties, buying versus renting or even working with a Realtor versus selling a home independently.

The key to effective “X vs Y” content is to provide clear, factual comparisons highlighting one option's benefits over the other. This content should guide your audience toward a decision that aligns with their needs while subtly positioning your services as the best choice to help them achieve their goals.

Why “X vs Y” Content Works

1. Simplifies Decision-Making

Real estate decisions can be complex and overwhelming, especially for first-time buyers or sellers. “X vs Y” content simplifies this process by breaking down the pros and cons of each option in an easy-to-understand format. This helps potential clients feel more confident in their decisions, leading to higher conversion rates.

2. Builds Trust

When you provide balanced, informative comparisons, you establish yourself as a knowledgeable and trustworthy source of information. This builds credibility with your audience and positions you as the go-to expert for their real estate needs.

3. Encourages Engagement

Comparative content naturally invites discussion and engagement. Your audience will likely have opinions on the topics you cover, which can lead to comments, shares, and interactions that boost your content’s visibility.

4. Drives Leads

By guiding your audience toward a favorable decision—such as choosing to buy a home rather than rent or selecting one neighborhood over another—you increase the likelihood that they will take the next step, whether that’s contacting you for more information, scheduling a consultation, or viewing a property.

Examples of “X vs Y” Content in Real Estate

1. Buying a Home vs. Renting

Example Post:

“Buying a Home vs. Renting: Which is Right for You?”

In this article, you could compare the financial and lifestyle benefits of buying a home versus renting. Discuss factors like equity building, stability, tax advantages, and freedom to customize the home when buying. On the other hand, it highlights the flexibility, lower upfront costs, and lack of maintenance responsibilities when renting.

💡 TIP: Use real-life scenarios to illustrate your points, such as how a family might benefit from buying a home in a good school district compared to the limitations of renting in the same area.

2. Hiring a Realtor vs. FSBO (For Sale By Owner)

Example Post:

“Realtor vs. FSBO: Which is the Better Choice for Selling Your Home?”

In this comparison, explain the benefits of hiring a Realtor, such as professional marketing, pricing expertise, and negotiation skills. Contrast this with the challenges of selling a home independently, like handling legal paperwork, setting the right price, and managing showings.

💡TIP: Include statistics or case studies that demonstrate how homes sold by Realtors typically fetch higher prices and sell faster than FSBO properties.

3. New Construction vs. Resale Homes

Example Post:

“New Construction vs. Resale Homes: Which One Fits Your Lifestyle?”

Compare the advantages of buying a newly constructed home, such as modern amenities, energy efficiency, and customization options, with the charm, established neighborhoods, and potentially lower costs of resale homes.

💡 TIP: Include a checklist of factors buyers should consider, such as location, budget, and long-term value, to help them decide which option is better for their needs.

4. Urban Living vs. Suburban Living

Example Post:

“Urban vs. Suburban Living: Where Should You Call Home?”

This post could compare the perks of urban living, like proximity to work, entertainment, and public transportation, against the benefits of suburban life, such as larger homes, quieter neighborhoods, and better schools.

💡 TIP: Create a visual infographic that outlines the pros and cons of each lifestyle, making it easy for your audience to see the differences at a glance.

5. Fixer-Upper vs. Move-In Ready Homes

Example Post:

“Fixer-Upper vs. Move-In Ready: Which Home Is Right for You?”

Discuss the cost-saving potential and customization opportunities of buying a fixer-upper versus the convenience and lower risk of purchasing a move-in ready home.

💡 TIP: Share before-and-after photos of fixer-upper projects to visually demonstrate the transformation potential and include financial comparisons to highlight the investment benefits.

Tips for Creating Effective “X vs Y” Content

1. Know Your Audience

Understanding your target audience is crucial for creating content that resonates. Consider your potential clients' demographics, preferences, and pain points when choosing topics for “X vs Y” content. For example, first-time homebuyers might be more interested in comparing renting versus buying, while seasoned investors may want to see a comparison of different property types.

2. Be Objective

While the goal of “X vs Y” content is to guide your audience toward a particular decision, presenting information objectively is important. Acknowledge the benefits and drawbacks of each option, and let the facts speak for themselves. This builds trust and credibility with your audience.

3. Use Visuals

Visual aids like infographics, charts, and images can make your comparisons more engaging and easier to understand. For example, a side-by-side comparison chart can clearly outline the differences between two options, helping your audience make informed decisions quickly.

4. Include Calls-to-Action

Each piece of “X vs Y” content should include a clear call-to-action (CTA) that encourages your audience to take the next step. Whether contacting you for more information, signing up for a newsletter, or scheduling a consultation, a strong CTA helps turn interested readers into qualified leads.

5. Leverage Real-Life Examples

Real-life examples and case studies can make your comparisons more relatable and convincing. For instance, if you’re comparing buying versus renting, share a success story of a client who built equity and stability through homeownership versus another who faced challenges with renting.

6. Promote Across Multiple Channels

Once you’ve created your “X vs Y” content, promote it across your social media channels, email newsletters, and website. Engaging your audience on multiple platforms increases the reach of your content and drives more traffic to your website.

7. Monitor Performance and Adjust

Track the performance of your “X vs Y” content to see what resonates most with your audience. Use analytics to measure engagement, shares, and conversions. Based on this data, refine your content strategy to focus on the comparisons that generate the most interest and leads.

Make “X vs Y” Content a Core Part of Your Strategy

“X vs Y” content is a powerful tool for Realtors looking to guide potential clients through decision-making. By clearly comparing options and highlighting the benefits of one over the other, you can simplify complex decisions, build trust, and drive more leads. Whether comparing buying versus renting, urban versus suburban living, or hiring a Realtor versus going FSBO, this content can be a cornerstone of your marketing strategy.

Start integrating “X vs Y” content into your content marketing efforts today, and watch as your engagement and lead generation efforts reach new heights. By following the tips and examples in this article, you’ll be well on your way to creating compelling content that resonates with your audience and helps you achieve your real estate goals.

What are five examples of “X vs Y” content you can create now?

Don’t overthink this. Jot these ideas down, start expanding on each one, and then put them out there. You got this!

This is an experimental feature offered by Google Search Console, but we expect it to become a permanent fixture within GSC.

Connect your GA4 property with your Google Search Console account to fully take advantage of this feature when it’s available in your account.

If you’re serious about improving your presence in Google Search, you should realistically check your GSC Overview report once a week. And

Do you need help getting started with Google Search Console?

Reach out for help. This tool, as well as GA4, are essential tools to make your real estate website a lead generation machine.

“Views” Becomes the Primary Metric to Care About on Instagram

Instagram recently announced a significant change that will influence what type of content you create and how you determine whether it’s effective.

You will still be able to see other metrics like Accounts reached, Accounts engaged, Interactions, and Watch time, but these will be moved and made less prominent.

Although the shift to simplicity is a nice change, most users, ourselves included, feel that Instagram should focus on Reach issues instead. If someone is following your account, they should see your content more than an algorithmically suggested one.

So, what does this mean for your content and efforts on Instagram?

Before this shift, growth on Instagram would come from engagement (likes, shares, comments). Although these things will continue to be important to Instagram, the spotlight on Views means that growth will come from how many users see and watch your content.

Your posts must appeal to a broader audience, and your Reels and Stories must encourage watch time. After you publish, you must pay attention to how views on your content are trending.

The positive side of this news for you as a Realtor is that compared to most other professions; you have unlimited content topic opportunities. Everything from buying and selling tips to local neighborhood news and info offers up tons of ways to rack up interested views on your content.

What content can you start posting to Instagram with broad appeal and inherent value?

Start with the stuff you know best (maybe it’s fitting families with the right neighborhoods for preferred schools). Then, if you get stuck reach out to us for a little push in the right direction to keep you going.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA