After a year-long slump, the vacation home market is seeing a resurgence of interest. That presents real estate content marketing professionals and agents with a big opportunity. Vacation homes and timeshares are enjoying renewed interest in both buyer’s and renter’s markets, especially among those still wanting a more socially distanced vacation experience in the wake of COVID-19. The combination of luxury and safety is something that appeals to a good number of travelers right now, so let’s talk about how to capitalize on that.
I’m writing from the perspective of blog content and the support content that makes it successful. Think in terms of various content areas as you read. You’ll want a good road map in your head that focuses on your blog and utilizes content like email and social media posts to make your efforts successful.
Let’s have a look at several content areas that vacation home buyers and renters find important and strategize how to use each to your greatest advantage.
Locations
The biggest and most important element to any real estate selection is the property’s location. I recommend split testing as many sub-niches as you can and determine what your followers want to read as you go. When you discover a popular niche, adjust your content creation efforts to reflect what your audience wants. As an agency, your subtopic will be determined by your territory and the property types you are brokering for sale or rent.
Here are just some of the subtopics you might want to consider when addressing location in your blog content:
Specific locations – Do you want to focus your efforts on a specific locale? Do you have a service area that demands developing content around it? As a content marketer, have you researched current trends in vacation home destinations? Keep in mind that there are special local SEO considerations for content that focus on specific geographical areas. Paid ads will give you an initial boost, but good SEO will result in long-term success.
Environments – Are you writing about destinations off the beaten path or in the heart of popular tourist areas? Is your emphasis on sales, rentals, or timeshares? Do you want to write about luxurious tropical getaways or rustic, minimalist mountain retreats? These are all necessary considerations when planning your content strategy.
Distance – If you are targeting a specific geographical area, pay close attention to who is engaging with your content and their locations. This will give you a good idea of how far your readers are willing to travel when considering where to buy or rent. For marketers, this helps you identify your target readership. For agents, it helps you target content to specific markets in the future.
Tourism
For some, being close to the action is a priority. For others, it’s the exact opposite. Decide which kind of traveler on whom you want to focus your marketing efforts on. Better yet, do what I suggested earlier and split test some content that centers on each. Your readers will let you know which they prefer. That will give you a clearer picture of how to build a well-monetized, engaged, and high-ranking blog.
Reader Income Levels
Another huge consideration when developing content about vacation homes is the target income level of your average reader. How much should your readers be willing to spend on a vacation property, whether they’re buying or renting? Knowing that going in will make it easier to target content and select content areas that appeal to your preferred audience.
As a content marketer, don’t be afraid to shift focus if your efforts fall flat. You have that flexibility. For agents working in specific markets and price points, try shifting the focus of your topics to highlight various subtopics until you hit on a subject area that gets good engagement.
Timeshares (The Ethical Way)
The subject of timeshares has gotten tainted over the years. If this is your content area, you will have to work harder to gain and maintain the trust of your readers. This is one area where agents have an advantage. Working directly with the property owners, you already know that your property offerings are legit and can offer transparency in the details.
As a content marketer, you have to do your research. Whether you’re getting a commission from the companies offering timeshares or if you’re just researching the options that exist within your niche, accuracy here is crucial. Never decide to endorse or recommend timeshares based on a google search. Know the companies, properties, and lenders you recommend.
While you may not face much (or in an overwhelming majority of cases) in the way of liability by simply repeating information provided on a company website, steering people in the wrong direction when considering a timeshare can destroy your reputation and your brand along with it. Be educated and remain ethical. These things are critical for long-term success.
Content Development Strategies
While many agencies and marketers initially try to deal with content development on their own, many soon realize that the size of the undertaking can put a big strain on their business. That strain results in everything from reduced-quality content to inconsistency in publishing and marketing your content.
This is why I hope you’ll consider working with a professional custom writing service for all your marketing content needs. At BeezContent, we work with an experienced team of talented real estate copywriters who know how to present your messaging effectively. If you’re interested in delivering high-quality, optimized, and consistent real estate content, I invite (and encourage) you to contact us today to discuss your project and learn how we can help make your real estate blog a success.
