By offering valuable and gated material, you can entice prospects to engage with your brand and provide their contact information, creating a pipeline of potential leads. In this article, we will explore five proven lead generation strategies that leverage exclusive content, especially gated content examples.
Beside that, you can gain your actionable insights, practical tips that showcase how businesses have successfully utilized gated content to attract, convert, retain their ideal customers from these following strategies, and then use in real-life.
So, if you’re a realtor looking to gain a competitive edge and maximize your online presence, keep reading to discover how gated content can transform your approach and elevate your success in the dynamic world of real estate.
What is Exclusive Content?
Exclusive content refers to digital material that is restricted or limited to a specific audience or group of individuals. It is a great way to share your unique content and valuable experiences that are not readily available to the general public.
Should you use Gated Content as must-try Exclusive Content in 2023?
Gated content is commonly used to create a sense of exclusivity and to provide additional value for particular audiences. On the other hand, gating content refers to the practice of putting certain restrictions in place to access specific content. This can include requiring users to provide their email address, pay a fee, or meet other criteria before being granted access. By offering exclusive content, businesses and real estate agents can incentivize users to become subscribers, members, or customers.
Read more: Should you still gate content in 2023 and beyond?
Regularly, content following these sort of strategies can come in various forms, such as premium articles, in-depth guides, bonus videos, live webinars, exclusive discounts, or early access to new products or services. Exclusive Content or Gated Content particularly aims to offer something unique and valuable to a specific group of individuals, enhancing their experience and providing them with a sense of privilege. Both are must-try strategies that help build loyalty and a sense of belonging among the real estate leads.
How to create gated content that generates leads in 2023?
Once you’ve chosen the type of gated content that aligns with your target audience, it’s crucial to create content that is compelling and highly valuable. Consider the following tips:
Make It Premium
When it comes to gated content within the real estate niche, it’s crucial to maintain a premium standard. Take a moment to explore the online landscape, and you’ll encounter numerous examples of terrible gated content. From articles lacking value to unprofessional designs or cumbersome PDF downloads plagued with glitches, such experiences can tarnish the reader’s perception.
When that happens, such shortcomings reflect poorly on your brand. Therefore, if you choose to use gated content, it’s essential to do it right, do it better or do it best in your abilities. Craft content that is not only high in value but also effortlessly accessible, adorned with captivating designs that leave a lasting impression.
Make it Visuals and Multimedia
Today’s customers and readers expect visual appeal from gated content, even within the real estate world. Incorporating images, videos, and other multimedia elements can solidify the perceived value for your audience. Look to the news and media industry for exemplary instances of multimedia content and adapt their techniques to suit your own content creation.
Take inspiration from NBC News’ captivating piece, “Bulldozed and Bisected” where they skillfully insert maps, data, photographs, videos, and audio to unveil the profound impact of decades of highway construction on societal inequality.
Using multimedia content is much more overwhelming for you, this exactly what you are thinking now?
I deeply understand this, creating engaging multimedia content requires specialized skills and resources, which may not be readily available to all real estate professionals. Additionally, the technical aspects of producing and integrating multimedia elements into their marketing efforts can pose challenges. This includes dealing with different file formats, optimizing content for various devices, and ensuring seamless playback across platforms. Moreover, realtors may deal with uncomfortable struggles to find the right balance between informative visuals and maintaining a professional image.
💡Make it Visuals and Multimedia with Content Stream
— Watch This Short Guidance
Leverage Data Visualizations
Research studies and original data hold great potential for marketers crafting gated content in the real estate sector and beyond. However, presenting raw numbers in a box falls short of making an impact. Instead, transform data into powerful visualizations that render it more digestible and compelling for your readers.
- Graphs and charts
These are all effective tools that can swiftly convey the essence of the data you present. By utilizing such visual aids, you can elevate a regular blog post into a valuable piece of gated digital content, capable of driving significant engagement.
Use Interactive Elements
Interactive marketing content stands as one of the key categories within the realm of gated content. By integrating interactive elements into your real estate content, you empower readers with a sense of control. They can navigate the material based on their preferences, actively engaging with your content and fostering a deeper connection.
Consider incorporating the following interactive features:
- Quizzes and games
- Videos and GIFs
- Interactive maps and data visualizations
- Product tours
💡Take inspiration from these example:
Interactive Content with Product tours
Don’t create ‘ONLY’ PDFs
You might argue the format is less important than the content. But that is modern content creation, it is imperative to avoid relying on PDFs, especially within the real estate industry. Despite Adobe’s initial promise of enhanced control and design freedom, using PDF files for gated content now presents numerous challenges.
PDFs detract from the mobile experience, often rendering content difficult to read on handheld devices. Furthermore, PDFs generally lack search engine optimization (SEO) compatibility, severely limiting your content’s discoverability. Beyond mere downloads, measuring performance in a meaningful manner becomes nearly impossible with PDFs.
Use this Automatic Analytics Landing page instead.
Modern readers anticipate interactive and multimedia content, which PDFs fail to deliver. Additionally, PDFs were not designed to accommodate images, resulting in the loss of high-quality photos and other visuals that could greatly enhance your content.
Moreover, PDFs hinder the integration of third-party tools, preventing the inclusion of impactful elements such as YouTube videos and dynamic data visualizations. Lastly, PDFs often lack accessibility for individuals with hearing or visual impairments, impeding the inclusivity of your gated content.
Without an off-the-shelf solution, I had to get creative. I ended up using a combination of EOwn.io to create the content then style and publish it to the web.
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Tools to Use
- Leadpages: Renowned as one of the most popular builders, Leadpages provides an extensive range of features, templates, and a marketplace where you can even purchase high-quality templates from fellow marketers. With plans starting at just $25 per month, it’s an affordable option for businesses venturing into gated content.
- Mailchimp: Alongside its renowned email marketing tools, Mailchimp offers a basic yet effective landing page builder. Although customization options are limited, it provides a free plan for those embarking on their journey. Connect Mailchimp landing pages to your website domain or other apps effortlessly.
- EOwn.io: This is the go-to tool for real estate businesses seeking to effortlessly launch your gated content, make the form and access processes easy for readers while keeping a close eye on their performance. With EOwn, you gain access to a user-friendly interface and an array of stunning templates allowing you to create, publish, and analyze your captivating landing pages within minutes. You can start with a free plan and upgrade your pricing plan anytime with no gas fees or penalization for growing over limited usage.
Promoting gated content
Effectively promoting gated content extends beyond creating a landing page; it necessitates a comprehensive promotional plan across various platforms to maximize visibility. Realtors should share gated content links with their email newsletter subscribers and social media followers. It is essential to assess the efficacy of different distribution strategies and replicate successful efforts. Well-executed gated content holds immense value for both real estate agents and individuals seeking reliable information on property transactions.
In conclusion, the utilization of gated content as a lead generation strategy in 2023 holds significant potential. By utilizing gated content, realtors can capture valuable information from potential leads, fostering targeted and personalized marketing efforts. However, to maximize its effectiveness, it is crucial to strike a balance between providing valuable content and respecting the user’s experience.
Offering compelling incentives, implementing seamless user journeys, and leveraging various promotional channels are key to optimizing gated content for lead generation. By adopting a thoughtful and strategic approach, businesses can harness the power of gated content to attract, engage, and convert qualified leads in the dynamic landscape of 2023.