7.5 million articles are published daily across various platforms. Most of these blogs don’t work. 94% of the blogs published online don’t receive any links.

According to a 2019 study, only 4% of B2B businesses think their content marketing strategy is extremely successful, and 23% think it’s averagely successful. The rest? They are not seeing results from content marketing.

No such study is available for investors. You can review your own content marketing efforts and see if you’re getting the desired results. If not, it’s time to review improvement areas.

6 Content Mistakes that Push Away Motivated Sellers

Who Is Your Audience?

The first reason for failure is simple. Your content doesn’t resonate with the reader. It doesn’t address their needs or pain points.

Most businesses don’t have a documented content marketing strategy. Do you have a customer persona? What problems are your clients facing? Have you provided your content marketing team with a well-defined customer persona?

Create one. Tools like Hubspot help you create a simple user persona in a simple PDF document. For example, if your ideal customer is Joe, you should define his age, challenges, thoughts, likes, and dislikes. You will understand his preferences so you can communicate with him in a better way.

Understand the User Intent:

Motivated sellers aren’t just looking to sell their property—they are facing deeper financial or personal challenges that drive their decision. That’s it. You can classify your readers into two categories, e.g., those going through financially tough times and those experiencing personal problems.

Your content should branch from those two categories. Your content can address financial issues like loans, mortgages, foreclosures, and taxes. You can discuss personal issues like probate or divorce. Educate the viewers about potential issues and their solutions. Speak in a firm yet empathetic tone. That’s how you build trust with your audience.

Is Your Content Helpful?

What is the purpose of your content? Why should readers engage with your material?

Generic blog posts don’t work. It’s important that your website has original, unique, and helpful content for the readers. Blogs that don’t offer specific actionable advice or real-life examples may feel fluff and may not stand out to someone in distress or urgent need of a solution. Do advanced research into your audience problems to carve out relevant solutions.

Include expert insights into articles to share a new angle on an already discussed subject. You can interview past clients and fellow teammates to create original content that can only be written from experience.

Weak CTA

70% of B2B websites don’t have a CTA. Imagine this scenario: you design an amazing product and invest in marketing, but you don’t disclose the price. Your website doesn’t have a “buy now” option. This leaves readers confused and reduces your chances of making a sale.

There has to be balance. It’s best to include CTA as anchor text embedded in your blogs. That’ll be subtle, and your audience will still know what to do next. Your website should have a CTA that can be:

• Get a fair cash offer today

• Call our toll-free number

• Book a consultation with our team

Your Message Lacks Clarity

Your core message and call-to-action must be consistent. Your real estate investment blog should solely focus on the problems and concerns of motivated sellers.

If your content doesn’t answer key questions—how the process works, what benefits you offer, and how you’re different from competitors—readers will move on. Keep your message clear, concise, and direct.

Where is Your Audience?

Even the best content won’t convert if sellers never see it. Share your content in the right places:

• Local real estate forums

• Facebook groups for homeowners in distress

• YouTube videos answering common seller concerns

• Email newsletters with practical advice

Sketchy Website Design

How does your website look? Maybe the color scheme, font, and buttons don’t sit well. A sketchy website design can turn off motivated sellers. This undermines your credibility as a helpful and trustworthy solution provider. Even the best content cannot succeed if it’s not presented in the right way. Work with an experienced professional web designer to ensure the layout can be trusted by homeowners.

Make sure your website:

• Loads quickly and looks professional

• Clearly explains the process of selling to you

• Features real customer success stories

• Has a simple, easy-to-find contact form

Motivated Sellers Need Re-assurance

Creating content for motivated sellers is different from speaking to homeowners. You’re speaking to a homeowner who is going through a tough situation. These homeowners need reassurance. You need to repeat your message. You need to address their concerns.

Most common questions are:

• Who will buy my house?

• What if I don’t receive a fair cash offer?

• What happens if the sale is delayed?

• How do I trust you?

You build trust by providing valuable, relevant content. Get video testimonials from past clients and show how you have worked with homeowners in the past. You can also create detailed process guides so clients can feel confident about working with you. Invite potential clients for a free consultation so they can discuss any questions with you.