Agents for Home Buyers: Integrated Content Marketing Campaign

See how content drives marketing for this Boulder real estate agency.

About Project

Agents for Home Buyers is a real estate agency focused on helping buyers find great homes in Boulder County and neighboring communities. Over the 25 years of the company’s history, the firm’s agents have been exclusive buyer agents, contracting with buyers to represent their best interests on the buyer side of the home buying transaction. 

Historically high mortgage interest rates and the reduction in housing stock caused by the Marshall Fire, plus other demographic changes, have made the Boulder County real estate market particularly challenging over the past several years. A “wait-and-see” attitude because of 2024 election cycle uncertainty has taken even more home shoppers out of the market. 

Agents for Home Buyers needed marketing support to recruit qualified leads under these challenging market conditions. Their website, which for many years had been a go-to source for home buyers and real estate agents seeking local real estate statistics, had been poorly maintained and suffered from cripplingly slow page load times, effectively eliminating mobile traffic and triggering security warnings on one major digital marketing platform. Before launching a marketing campaign, we had to make the site usable. Our partner web developer, Wilderness.dev, migrated the site, eliminated inactive and outdated plugins, and made the site usable for digital marketing campaigns. Then we got to work.

Our Role

  • Marketing Strategy
  • Content Strategy
  • Search Engine Optimization
  • Search Engine Advertising
  • Social Media Advertising

667%

Growth in Organic Search Impressions

We did search engine optimization on 60% of the existing site content.

288%

Growth in Organic Search Traffic

Content Creation and SEO: We updated 30+ pieces of existing content and did search engine optimization with a focus on local keywords.

1,801%

Growth in Overall Site Traffic

An integrated content marketing campaign—including search engine marketing and paid advertising on search engine and social media—is driving qualified leads into key landing pages on the site.

For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
This content marketing piece is a primer on buying vacant land in Boulder.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
10-20% of homes test positive for meth contamination. This home buyer education piece shares health considerations.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
First-time home buyers are often shopping for townhomes and condos, which require extra consideration.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
We created a home buyer education series, 9 upgraded and SEO stories for first-time home buyers to learn about the home buying process.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
Do I really need an agent? This story reveals how Zillow and other online real estate listings work.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
This paid social ad series shows the client touring a home with home buyers.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
The educational series shares a 5-step guide on how to find a good real estate agent.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
This social media ad shows the agents guiding home buyers on a tour.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
Savvy buyers follow the market statistics. This social media ad invites users to explore this data on site.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
First-time home buyers often make costly mistakes. This social media ad warns them how to use real estate sites with care.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
These paid social ads explore the 6 Most Common Mistakes home buyers make.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
In this paid social ad, we educate first-time home buyers on who seller’s agents work for.
For this content marketing campaign for Agents for Home Buyers, we upgraded existing content, did SEO, and created 50+ paid social media ads.
This paid social ad invites users to learn about home prices in the client’s service area.

After Wilderness.dev migrated hosting and eliminated outdated plugins, the site is now secured and meets desktop load performance benchmarks. We inventoried their existing content and selected 30 stories for update and inclusion in an integrated content marketing campaign:

  • Updated content and search engine optimized it for organic search traffic
  • Upgrade website content templates for an improved user experience
  • Created 50+ ads for social media advertising campaign with prospecting and retarget ad sets
  • Performed keyword research and created a search engine advertising campaign focusing on five topic groups
  • Updated website navigation and added CTA and internal links on upgraded content and key landing pages

Now Agents for Home Buyers is bringing in significant traffic from target audiences along the Front Range. This traffic is landing on SEO content pages, providing valuable customer education and guidance on their home search process. Internal links and CTAs have driven increases in engagement on site.

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