In terms of today’s real estate digital marketing scene, blogging and social media outreach are the hottest things around. While there’s no reason to deny this point, it’s also important to understand that not every buyer, seller, or interested party is looking for the same kind of content on the web. In fact, some of these browsers would love nothing more than to sit down and catch up on an offering that’s both significantly longer and a little more formal.

As a direct answer to this demand, case studies provide a strong blend of well-researched content and an engaging long format approach. To find out if this type of content deserves a spot as a supporting member of your marketing strategy, let’s spend some time breaking down exactly why buyers and sellers in your area are interested in case studies, as well as the best ways you or your content experts can develop these offerings.

Is a Case Study the Right Call?

Before going any further, it’s important to understand the benefits and limitations of the case study method. Otherwise, you might find yourself jumping headfirst into an approach that doesn’t quite fit your real estate digital marketing strategy. With this in mind, there’s no better place to start than with a strong definition of the motive behind this method.

“Most case studies are focused on the solution and how great it is to the exclusion of any real ‘story.’ To be effective, case studies need that middle part where the magic happens. Case studies need a beginning, middle and end focused on the customer’s perspective – just like all other content.” – Ardath Albee, Author and CEO of Marketing Interactions

Albee’s perspective, via Lee Odden of the Top Rank Blog, sums up the core approach of the case study in an eloquent manner. It’s not just about overloading your readers with facts and figures related to a previous home sale or purchase, you or your content expert also needs to engage these viewers with a story that’s both entertaining and relatable.

If this sounds like a lot of work, you’re not wrong. However, Odden goes on to explain that there’s plenty of benefits awaiting those who accept this challenge and successfully navigate the rigors of the case study approach. These benefits include:

Relatable insights that engage and inform the reader.

Demonstrating your expertise or mastery of your industry; in this case the world of real estate.

Laying the foundation for your site to become a “go-to” source for expert opinions and analysis.

Helping to optimize your content strategy and boost search engine optimization (SEO.)

Serving as a strong foundation for content repurposing and other interconnected marketing strategies.

Find the Right Story to Share with Your Audience

So now that you know exactly what you’re getting into with a case study, the next logical question comes in the form of where you’ll want to start this whole process. According to marketing expert Drew McLellan’s personal blog, creating a winning case study for buyers and sellers in your area begins with finding a story worth telling.

Did you help sell a home that was considered “unsellable?” What about your actions to help restore a fading or impoverished area within the city you call home? Asking questions like these can help you find an example or event that truly packs a punch and bolsters your real estate digital marketing strategy.

As McLellan goes on to explain, figuring out the motive and overarching lesson behind your case study now ensures that you properly structure this content like a story moving forward.

Development Starts with Permission

Since a case study is built upon facts and recollections, it makes sense to go back to the source as you start gathering information to hand off to your team of professional article writers. In fact, the experts at The Global Travel and Tourism Partnership (GTTP) point out that this vital first step can make or break your case study before it ever begins.

The big issue here is that simply using names, dates, and locations without permission is a quick way to get into hot water with your former clients and real estate partners. Instead of dealing with the backlash that comes with jumping the gun, take some time to seek out permission from these former buyers, sellers, and associates to use their likenesses and names in your case study. This way, when the time comes to publish your content, you won’t have to deal with any unexpected hiccups or roadblocks.

Build Suspense

“As readers, storytelling is what draws us in and captures our attention. Case studies need to do the same!” – Thomas J. Armitage, Marketing Profs

These words, from the Marketing Profs’ Thomas J. Armitage, encapsulate the primary focus of a winning case study from a tone and style perspective. Sure, stats and facts go a long way, but suspense and a sense for engaging storytelling create a package that’s capable of leaving the mundane behind.

A good way to build suspense and keep these readers on the edge of their respective seats, according to Gretchen Dukowitz of the Content Marketing Institute, is by blowing things out of proportion. While this might sound like fabrication or outright lying at first glance, it actually relates to taking a big picture approach as a way to help drive home the focus of your story.

Think of it this way; instead of telling people how impressive a home sale was and hoping that’s good enough, have your content team find facts and figures that show just how unusual or unique the event was in comparison to national averages and other prominent examples. By doing this, your case study can truly stand out as a valuable addition to your real estate digital marketing strategy.

Have a Strong Infrastructure Guiding the Way

Finally, Dr. Brian Budgell, DC, PhD, explains in his academic paper, Guidelines to the Writing of Case Studies, that once you have your basic story and concept in place, it’s okay to lean heavily on a sound, professional paper structure. This means sticking to the facts and presenting the content in a streamlined and organized manner. The alternative – a disjointed and cluttered case study that obscures a great story – is far from an ideal outcome.

At the end of the day, pulling off a case study – especially one focused on the world of real estate – is far from an easy affair. However, with this newfound knowledge guiding the way, there’s no reason why you can’t reap the rewards that come with a strong and engaging offering on this front.