CEO and cofounder of Mashvisor, a real estate data analytics company that helps even beginners make profitable investments in minutes.

Despite everything that has happened in the marketing and technology world since the mid-1990s, in 2023, content remains king. Content marketing offers unique benefits that no other form of online or offline marketing can provide in quite the same way, ranging from endless diversification (written content, images, videos, etc.) to scalability and cost efficiency.

However, as the majority of real estate businesses realize the importance of content marketing, this creates strong competition among them. To succeed in this highly competitive environment, digital marketers have to truly up their game and optimize the marketing strategy of their real estate business.

In this article, I propose four tips that will help you boost your real estate content marketing strategy to enhance results while keeping costs at bay.

1. Take a comprehensive approach to SEO.

When we talk about content marketing, one of the first things that we need to touch upon is search engine optimization, or SEO. In other words, all digital content that we post on our real estate website, other industry websites, social media or YouTube has to be created and published in such a way that makes it easy for search engines like Google to find it, identify its purpose, mark it as valuable and display it to online users.

SEO has been becoming increasingly complicated and evolved in the real estate industry, and this trend is expected to continue into 2023. Today, it does not suffice to write a few hundred words of your views on a popular topic in order to rank on the first page of Google. Instead, real estate digital marketers have to consider various SEO aspects and factors like the quality, uniqueness and timeliness of the content as well as the technical specifications of their websites and the technical presentation of the content piece. Things like using the right visuals that add real value in addition to obtaining natural backlinks from relevant, high-authority websites are also gaining more and more importance.

So, to position your real estate firm as a leader in the local market, you need to build a professional SEO team and adopt a comprehensive SEO strategy as part of your content marketing efforts. The benefits are clear. For comparison, the average customer acquisition cost (CAC) for organic traffic in real estate is $660, versus nearly double ($1,185) for inorganic.

2. Update written content.nother recent trend in real estate content marketing that I expect to further accelerate this year is the emphasis on the recency and the accuracy of content. While evergreen content is important as it is generally preferred by search engines, it is not enough to create a piece of content today and forget about it for years on end.

On the contrary, Google and other search engines are increasingly giving preference to evergreen content that is regularly updated. Articles that were published a few years back with no changes since then are frequently disregarded, even if they used to rank well in the past, as they are perceived as outdated and obsolete.

Updating previously published content can happen in a variety of ways. Some straightforward strategies include updating data and trends in analytical pieces, adding new visuals like short videos or infographics or expanding on points and sections that might seem insufficient or unclear in the original piece.

3. Capitalize on short-form videos.

No matter what our opinions on TikTok and the content that gets published there are, we cannot deny the fact that this platform changed the course of video creation and video marketing. With over 1 billion active monthly users, TikTok set the stage for the rise of short-term videos in a way that YouTube, Facebook and Instagram could not.

Demand for short videos, lasting no more than a minute, will remain a driving force behind content marketing in real estate in 2023. There are many different ways in which real estate professionals can benefit from this trend. Real estate marketing is highly visual, as homebuyers have to visually fall in love with a home in order to seriously consider it.

Some ways in which real estate marketers can incorporate short-form videos into their strategy include 3-D virtual tours of properties added to listings and social media, video business cards and testimonials of happy clients.

Short videos are significantly easier and cheaper to produce than longer ones, while they are also more effective in grabbing the attention of potential leads who are already swamped in content and retaining it till the end.

4. Repurpose content.

Yet another thing that you can do to give your real estate content marketing strategy a boost in 2023 is to repurpose content. What this means is to take previously created content, change its format, and publish it again, usually on a different platform. For example, you can turn a blog post into a video or a video into an infographic.

This strategy is a cost-efficient way to produce and post new content without having to allocate a lot of resources to new research and ideation. While content marketing is more cost-effective than other types of digital marketing (like paid advertising, for instance), creating a high-quality piece can still cost a good amount of money.

Repurposing content provides you with an opportunity to maximize the returns on the work you have already done on a certain piece without being repetitive.

Final Words

Content marketing remains a viable option to promote and grow your real estate business in 2023, regardless of whether you are a broker, agent, developer, property manager or investor. While real estate marketing promises to be as competitive as ever this year, I am confident that if you follow the four simple tips outlined above, you will be on the path to success.

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