As a marketer, there’s not much worse than people engaging with your marketing too late or too early in their journey from lead to client. After all, successful marketing is all about reaching the right people, at the right time, for the right reasons.

A lot of marketing campaigns tend to focus on attracting new people, which makes sense – to be successful, you continually need new people to discover you, your brand, and your business. But building a marketing strategy that focuses solely on attracting new people comes at a cost: disregarding the people that have already visited your website and already know about you.

Your content lifecycle plan is the combined, thought-out plan that allows you to build and maintain your overall content lifecycle, and having one in place goes hand-in-hand with a successful digital strategy.

It’s easy to focus on talking about yourself, and there’s no doubt that it works and people do respond to it. But another (more increasingly popular) approach to take is to focus on the solution you’re providing, rather than you and the transactions you’ve done.

As part your inbound real estate marketing strategy, you should have a content marketing strategy built in to help expand your reach so more people know about you, your brand, and your business.

More and more people seem to be getting the answers they’re looking for online directly in AI generated search results (like ChatGPT, Perplexity, and Google AI Overviews), which is reportedly resulting in less people clicking through to websites to get the answers they need. So, if you rely on organic traffic as part of your real estate digital marketing strategy, that might be cause for concern – but doesn’t need to be, depending on how you approach your content strategy.