5 simple ways to improve your real estate content and why you should

When it comes to real estate website content ideas, there’s only one question you need to ask: It’s 2019, do you know where your real estate blog is?

If you answered, “what blog?,” you’re not alone. But, don’t take solace in that because the chances are pretty good that you’re not getting the real estate leads you need to become wildly successful.

Sure, some agents hit it big with no real estate website content ideas, but they’re the Sumatran rinos of the industry.

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“There is ZERO excuse not to be creating content around your brand, your product, your service or your business,”

admonishes Gary Vaynerchuck.

He’s not talking about posting your listings and open houses to your blog and social media. In fact, he advises that you post anything but.

Seth Godin suggests that as long as what you create is culturally relevant, it will humanize your brand. And, that is something the real estate industry is sorely in need of.

1. Get clear on your purpose

Next time you sit down to write a blog post, ask yourself what it is you’re trying to achieve with it. Knowing the goal helps you choose the right type of content and the right topic.

For instance, branded how-to guides and case studies work better than infographics if your goal is to compete with other agents for brand awareness.

Answer the multitude of “how to” questions your first-time buyers have about how to care for their new home if your goal is to maintain relationships with past clients.

In other words, content to help generate real estate leads will be different than that you’d use to nurture leads, maintain relationships with past clients or reduce the bounce rate on your site.

2. Who are you “talking” to?

The importance of knowing who you are addressing in your content marketing can’t be overstated. Sure, you’re a real estate agent so your audience includes consumers who want to buy and sell homes.

If you stop there, however, you are actually addressing no-one.

“…with the competitive content market we’re in, you need to identify one audience, fulfill one need, and dig deep to establish your dominance,” warns Ann Gynn at Content Marketing Institute.

Being clear on your purpose is of immense help when figuring out your audience. If you decide you need to generate more leads, for instance, you may want to generate content that is highly shareable on Facebook.

Real estate website content ideas to consider include local stuff, such as a list of where to see the best holiday light displays in your town (your audience is locals with kids) or events for older adults (the boomer audience.

If you currently target a real estate niche, identifying your audience is easy. If you’re a generalist, you have some work to do.

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3. Now, focus on those people and their needs

According to Seth Godin, “Real content marketing isn’t repurposed advertising, it is making something worth talking about.”

We would add that, when it comes to real estate content, it’s something that educates and/or prompts the reader to act.

What your readers need depends on where they are in the sales funnel. Here’s an example of how to approach the topics you choose according to the audience you’re addressing:

Homebuyers. Regardless of whether or not they already own a home, they most likely face shopping for a mortgage. The biggest problems they face, out of the gate, are those having to do with a mortgage.

Think: credit score (what it is, how it’s compiled, how to fix mistakes, how to raise it and how it impacts the interest rate and, thus, payment).

Then come thoughts of the down payment. Here you can offer suggestions on how to come up with it, local, regional, state and federal down payment assistance programs and how to apply. Then, remind them of closing costs – far too many agents and even lenders neglect to mention them.

4. Focus on engaging real estate website content ideas made for that audience

Real estate website content ideas should be, overall, engaging. You want your reader to stick around long enough to be persuaded to take the action you want them to take. Even better if they found the content so engaging they decide to share it on social media.

While it’s possible to compete with other agents on the quantity of your content generation, it’s more important, and easier, to concentrate on engagement.

Answer every conceivable question your readers may have and don’t send them away without answering them.

For instance, if you’re constructing a blog post on the appraisal process,

• Why does my home need to be appraised?
• Who is the appraiser? Talk about how lenders choose appraisers, etc.
• When will the appraiser visit?
• Where will the appraiser look?
• How can I prepare my home to get a higher appraisal?
• How does the appraiser use the information he/she gathers at my home?
• Who pays for the appraisal?
• Will I get a copy of the appraisal?
• What happens if the home is appraised for less than the buyer offered?
• Can I fight a low appraisal?
• What is different about the VA appraisal?

As you’re writing you’ll most likely find ways to expand the question list. Do it. It will add value to the post.

“Everyone’s a thought leader these days, regurgitating the same tedious content like a gaggle of vomiting geese,” according to Konrad Sanders at ContentMarketingInstitute.com.

You can break away from that pack by going in-depth in each piece of content.

5. Research and fact-checking are your friends

Have you ever read something that you knew was either downright untrue or misleading?

Did you wonder if the author did it intentionally?

I do. And my trust in the author is forever damaged.

The need to fact check cannot be understated. Don’t use a “fact” or a statistic, unless you can trace it back to its source. Then, only use it if the source is reputable.

Be sure you cite your source as well.

You’re working hard to earn your website visitors’ trust, don’t ruin it by not taking the extra time required to ensure you’ve thoroughly checked every fact.

 

Ready for a real estate website that works as hard as you do? See how LeadSites makes the difference.

Need more inspiration? Check out the content these top 10 real estate websites are using to drive more traffic.

Want to create engaging content? Be sure to check our our workshop all about content creation:

 

 

 

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