What Selling A House Can Teach You About Content Marketing

For me selling and moving house is one of the most exciting times in life: the thrill of being somewhere new, the restlessness of just wanting to get on with it. A friend of mine is hoping to move house soon and whilst talking to her about the selling process I started to draw some comparisons between content marketing and selling a house.

We know that content marketing is the art of communicating and engaging with your customers and prospects without selling. Did you know that selling your house is much the same?

Here’s why…

Get the kerb appeal right

Most buyers form their first impressions of a house within seconds of walking through the door. When selling your home you’ll probably tidy up the front garden or re-paint the front door to give your home ‘kerb appeal’.

It’s the same with content marketing. First impressions matter so from the very outset you need to have well written, engaging copy that is free from mistakes.

What you need to do

  • Spend time planning your content marketing strategy and developing an editorial calendar so that you are publishing content that is either insightful, informative or has an opinion.
  • Consider your headline; does it make people want to read further?
  • Get a friend, partner or colleague to proof-read it for you.

Eliminate clutter

Having clutter around the home can make your house seem smaller and disorganised. As a result it doesn’t sell your home.

Unstructured, vague content doesn’t sell your brand, products or services. So just as you would clean and declutter the inside of your home you need to keep your copy clear and to the point.

What you need to do

  • Plan your article or blog post; what is its goal, what is the key message readers should remember and what is your call to action?
  • When writing your copy keep to the point, follow your plan and don’t waffle.
  • Finally, edit your copy and then edit it again.

Be your own buyer

Before viewings sellers stage each room to show its purpose. This allows your potential buyer to imagine themselves in the house and envision how they would use each room.

Before a potential customer buys from you they need to picture themselves buying from you. So put yourself in your customer’s shoes and think about what you’d want to read and where you would want to read it.

What you need to do

  • If you were reading your company’s blogs, articles or social media comment what would you want to read?
  • Do some research; where do your readers hang out?
  • Think about how you will create conversations with them, have you made commenting on your blog easy?

Showing your property

Most sellers leave the showing of the property to the estate agent; after all they are the professionals. They show the best rooms first and last and highlight the occasional positive points. They let the viewers make their own judgements and constantly sell the house to them. The viewers may wander around the house on their own, but the agent is always nearby to answer any queries.

Use content marketing to show the very best of your brand, products or services but be business-like and don’t turn it into a sales pitch or a one-way stream of communication.

What you need to do

  • Don’t overload your readers with detail.
  • Highlight what makes your brand, products or services different to your competitors.
  • Make yourself available to respond to posts and comments, whether good or bad. Never ignore them.

Remember, content marketing is about creating the right impression of your business and talking with customers rather than talking at customers.

micro business actionToday’s Micro action

Start with the kerb appeal by planning your content marketing strategy using an editorial calendar.

Kassia Gardner

Kassia Gardner is the founder of Spindle Tree and an email marketing specialist. Spindle Tree works with businesses, associations and not-for-profits, helping them grow by providing email marketing services, email marketing software, copywriting and proofreading services

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Comments

  1. Kassia:

    This post hit home for me because I used to be in the real estate business before I turned to Internet Marketing full time. This was a great analogy. You must have a real estate background yourself. The one thing I would add to the analogy is the importance of tugging at the buyer’s emotions. People buy on emotions. For example, if I was showing a family a house and I knew the parents were overly protective of their kids, I would point out things that would tap their emotions (i.e. This is a great private fenced yard for your kids to play in. You won’t have to worry about them running into the street or wondering away. You’ll have total peace of mind.). So try to appeal to your reader’s emotions when you write your content (i.e. Are you tired of working endless hours to get your website ranked and you still have nothing to show for it? I understand your frustration…etc. etc.).

    Travis Van Slooten
    Travis Van Slooten recently posted..How To Set Up Your Google+ Local (aka Google Places) PageMy Profile

    • Thanks Travis, I’m glad you like the analogies. I’ve never worked in real estate, in fact the last time I moved house was 1999! I think your idea of the importance of tugging at the buyer’s emotions is a great one. It’s about showing your buyer or reader you understand their problem and then showing how you can solve that problem and painting a picture for them of how their life will be better after they have bought the product, service or house.
      Kassia Gardner recently posted..Writing an attention-grabbing headlineMy Profile

  2. Hi Kassia, I really enjoyed this post especially as it’s something I can personally relate too. I really liked the analogies you drew between selling your house and content marketing. Some great tips for maximising your relationships with customers.
    Georgina El Morshdy recently posted..Why Helping Is The Quickest Route To SellingMy Profile

  3. The building I live in is currently 50% up for sale. Lots of estate agents so I can see what they do at close range.

    It’s all about the right visual – and the market. People are buying property with money that would have been invested in shares in a better share market, so it pays not to make assumptions about just because there is a recession there is no money.

    A recession is just the right time to invest in yourself and outsource as when it’s busier, you’ll need that time! It’s like the finishing touch of the vase of flowers in the hall that says this house is a home.
    Rosie Slosek recently posted..3 reasons cake belongs with bookkeepingMy Profile

  4. Every internet marketer hopes to convert every visitor to paying client. In order to make this happen, they’re using different techniques. Others would offer freebies while others would create a sense of urgency. Sadly, some techniques fall short. If you want something that is truly effective, I would suggest the use of content marketing.
    Sarah recently posted..Hello world!My Profile

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