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Why real estate businesses need content marketing
These days, most buyers and sellers looking for real estate services start their search on Google or Bing. If you want them to choose your real estate business, you need to outrank your competition.
The best way to do that is to create content that is more informative, useful and engaging than what your competitors are offering. Content marketing helps you build trust and credibility with your audience. It also allows you to position yourself as an expert in your field.
With real estate SEO (search engine optimization) and content marketing, you can build trust with prospective real estate leads and customers, educate your audience and become the go-to real estate in your area.
6 benefits of content marketing for real estate businesses
1. Get found on search engines
When you create high-quality content that is optimized for search engines, you are more likely to show up in search results when potential clients are looking for real estate services. That means more organic clicks and more real estate leads who are highly likely to convert into paying clients.
2. Drive low-cost, high-quality leads
Not all real estate leads are made equal. Organic leads are highly likely to convert because they're actively searching for your services on search engines. Content marketing allows you to attract these kinds of leads by helping you rank higher in relevant searches and providing them with the information they're looking for.
3. Become a thought leader
When you produce high-quality content for your blog and social media profiles on a regular basis, you establish yourself and your business as a thought leader in the real estate industry. This helps you set your brand apart, attract more clients to your business, and build trust and credibility with your audience.
4. Build trust and credibility
The decision to work with a real estate agent is a big deal, and it's not one buyers and sellers take lightly. Content marketing helps you build trust and credibility with your audience by providing them with useful and informative content that helps them make informed decisions about their real estate needs.
5. Educate and inform your client base
Content marketing is not only about promoting your real estate services. It's also about educating and informing your clients about the real estate industry in general. By providing them with useful information, you can help them make better, more educated decisions about their real estate needs.
6. Control the conversation
Between reviews and social media comments, there's a lot said about your real estate business that's out of your control. When you're active on social media and blog regularly, you have more control over the conversation surrounding your brand. This allows you to shape the perception of your business and build a positive reputation in the industry.
How to find the right keywords for your real estate business
The keywords you choose can impact every aspect of your real estate SEO and content marketing performance, from the quality of your real estate leads and website traffic to your bounce rate.
Not sure how to find the right keywords for your real estate buinsess's content marketing strategy? Start by putting yourself in your clients’ shoes and thinking about the search terms you would use to find your real estate business or services online.
Once you've identified a few potential keywords, it's time to start creating content around those keywords and using them to optimize your real estate website.
Best content marketing types for real estate agents
Blog articles and website content
The best place for your retail content marketing strategy to start is right on your real estate website. Your website is the digital hub for your business, and it should be packed with high-quality, keyword-rich website content and blogs that are informative, engaging and relevant to your target audience.
Social media posts
Social media management is a powerful tool for real estate agents when used correctly. Posting regular, high-quality content on social media helps you build trust and credibility with buyers and sellers in your area, attract organic real estate leads and control the conversation surrounding your brand.
Email campaigns are a great way to keep your real estate business top of mind with past clients, potential real estate leads and sphere of influence. By sending monthly or quarterly newsletters, you can promote your listings, share blog articles and industry news, and stay in touch with your audience.
Videos are a powerful content marketing tool for real estate agents. Buyers and sellers are looking for more information about the home buying and selling process, and videos are a great way to educate and inform your audience. Videos can be used on your website, in email campaigns and on social media.
Infographics are a visually appealing way to share information with your audience. Real estate agents can use infographics to explain the home buying and selling process, share statistics about the local market, showcase their listings and more. You can share infographics in your blog articles, social media posts, emails and beyond.
Press releases are a great way to promote your real estate business and generate media attention. When you have something newsworthy to share, such as a new listing, a recent sale or an award you've won, write a press release and submit it to local news outlets. You can also share press releases on your website and social media channels.
How to write blogs for your real estate website
Pick a catchy headline
Your headline is often the first thing potential readers will see, so it's important to make it count. Write headlines for your blogs that are clear, interesting and make use of keywords. Most importantly, make sure your blog headlines are catchy enough to grab the attention of your readers.
Use short, easy-to-digest sentences
No one wants to read a wall of text, so make sure your sentences are short, sweet and to the point. Use easy-to-understand language and avoid industry jargon to ensure your readers can easily digest your content. This will also help to provide a better experience for your mobile readers.
Include images, videos or infographics
Your blog articles shouldn't be limited to just text. Including images, videos or infographics in your blog articles is a great way to break up the text and add visual interest. These types of content can also help to grab your readers' attention, explain complex topics and make your articles more engaging.
Use keyword-rich phrases
Make sure to include relevant keywords and phrases in your blog articles to help improve your SEO. But don't go overboard – too many keywords will result in a penalization from search engines. Use keywords thoughtfully and sparingly throughout your blog article to strike the perfect balance.
End with a call-to-action (CTA)
After someone has read your whole blog article, what do you want them to do next? Include a call-to-action (CTA) at the end of your article to encourage your readers to take the next step, whether it's subscribing to your newsletter, contacting you for more information or visiting your real estate website.
Blog topic ideas for real estate businesses
Answers to FAQs
Do you hear the same questions again and again from your real estate leads and clients? Use your blog to answer these frequently asked questions in a comprehensive and helpful way. Not only will this provide valuable information for your readers, but it will also help to improve your SEO by incorporating relevant keywords.
Case studies and client testimonials
One of the best ways to build trust and credibility with your audience is to share case studies and client testimonials. This helps your readers see the results you've been able to achieve for other buyers and sellers, and understand the level of service they can expect from your real estate business.
How-to guides are a great way to provide value to your readers while also promoting your real estate services and demonstrating your knowledge and expertise. You can use how-to guides to educate your audience about the home buying and selling process, share tips for remodeling a home and more.
Commentary on real estate news
From the rise and fall of mortgage rates to changes in home value, the real estate industry is always changing, and there's always something new to talk about. Use your blog to provide commentary on the latest real estate news, share your insights and provide your readers with valuable information.
Team highlights and updates
Your blog is a great place to share team highlights and updates. You can use your blog to introduce new team members, share team news and accomplishments, and give your readers a behind-the-scenes look at your real estate business. This can help to humanize your real estate business and create a more memorable brand.
Your real estate business’s story
Your business has a story, and your blog is a great place to share it. Use your blog to share the history of your real estate business, your company culture, your mission and values, and the people behind your brand. This is a great way to connect with your readers and make your business more relatable.
Content marketing FAQs for real estate businesses
Why is content marketing important for real estate businesses?
There are many reasons why content marketing is important for real estate businesses. Content marketing helps you attract organic, high-quality leads who are more likely to convert into paying clients. It also helps you establish yourself as a thought leader in the industry, build trust and credibility with your audience, and control the conversation surrounding your brand.
How often should you be blogging?
How often you blog will depend on your business goals, target audience and available resources. However, most experts recommend blogging at least once a week to see the best results. Blogging regularly will help you attract more website visitors, build trust and credibility with your audience, and improve your SEO.
How do you optimize your real estate website for search engines?
There are many factors that go into optimizing your real estate website for search engines. Some of the most important things you can do are to include relevant keywords and phrases in your website content, titles and meta descriptions; create informative and keyword-rich blog articles; and make sure your website is mobile-friendly.
How do you monitor your content marketing performance?
There are several KPIs (key performance indicators) you can monitor to help you gauge your real estate SEO and content marketing performance. These include website traffic, keyword rankings, leads generated, conversion rate and organic impressions. The Marketing 360® Content app makes monitoring your performance easy.