As an estate agent, it would be fair to say you know a thing or two about selling property.
But do you know how to write compelling, SEO-friendly content for your blog that drives leads to your business?
When done right, blogs are one of the best marketing tools at your disposal, with the ability to attract potential buyers and sellers to your website. Blogs can inform and persuade readers to highlight anything you want people to know about the property industry. Plus, provide insider knowledge about your local area and much more.
With more of your audience browsing properties online these days, having a blog could just be your secret weapon to getting ahead of the competition.
So here are our top tips on how to create a winning blog for your estate agency business.
Start With A Plan
You might be looking to attract a mixture of buyers, sellers and tenants to your estate agency blog.
But as with any goal, you need to consider what it will actually take to get there. In the case of your blog, you need a plan for the content. Plus an overall strategy that will allow you to best reach your target audience.
Some points to consider include:
- What would be an ideal word length for my blog posts?
- How often will blog posts be written?
- Who will input, format and schedule the blogs?
- Who will share my blogs on social media or via email?
- How can I attract backlinks for my blogs?
A good rule of thumb is to post at least one blog a month. Though to remain competitive, having at least one post go out a week can help gain even more traction for your website.
Over time older blogs may need to be updated to remain search engine friendly. But by keeping the consistency and overall quality of your blogs in mind, they are much more likely to achieve any commercial aims.
Consider The Topics Your Audience Are Most Interested In
Put yourself in the shoes of your buyers, sellers or tenants. What are they Googling about properties in your local area or the property industry as a whole?
On the surface, blogs might be about your business. But to the users who land on your blog, they will be searching for content which meets their own requirements for information. So now is the time to make sure your estate agency blog is the best place to find the answers.
Some popular content ideas for property blogs include:
- Area guides
- Buying guides
- First time buyer guides
- Home improvement ideas
- Property industry news
- Selling tips
As an estate agent, you might have some insightful conversations with your clients about various issues. All of these conversations are actually helpful nuggets of information, especially if used for blog topics.
For local estate agents, blogs can create a unique source of information that the national property giants would struggle to compete with.
Having An Engaging Looking Blog
“Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog.”
Even the best-written blogs won’t deliver a healthy ROI if the website or blog design is poor.
In short, your blog should be quick to load and look great on all devices. The formatting of the blog should also make the content feel as engaging as possible. This is to encourage users to stay on the page so that they are more likely to convert.
So alongside the written content, an effective blog should make use of headings, bullet points, images, videos, infographics and internal links wherever applicable.
Writing blog content for any niche requires SEO implementation and property is no exception.
Try opening up a new tab and typing ‘property for sale in Birmingham’ (or any other location of your choosing). The results that appear at the top aren’t there by chance. These websites have been built with SEO in mind, including down to the blog content.
Your entire property website should be SEO-friendly. But speaking of your blog specifically, everything starts with a search engine-friendly blog post title.
From there, the headings, copy and any visual media should consider SEO just as much as the need to please human visitors.
As we offer SEO services for estate agents, there are many ways our team can help you with your SEO if you just don’t know where to start.
Finish With A Great CTA (Call To Action)
After all that work to get people onto your blog let’s make those visits count by adding in some snappy CTAs at the end of your posts.
CTAs prompt users into taking certain actions. For instance, signing up for your property alerts, booking a viewing, leaving a message or giving you a call.
What’s great about CTAs is that they offer a natural conclusion for your readers. So unlike pop-ups or other forms of advertising, they feel expected rather than jarring.
It’s possible to write a call to action, or you could create a lead capture form and embed this within your blog posts instead.
Distribute Digital – Digital Marketing For Estate Agents UK
Do you own an estate agency? Would you like to get your properties in front of more buyers, sellers or tenants?
Distribute Digital offers digital marketing for estate agents with a difference. Various members of our team have direct experience in the property industry. Plus we bring experience in creating successful marketing campaigns for property companies to the table too.
Alongside content marketing (including blogs), we offer a range of services specific to the property industry. For instance, PPC, SEO, social media marketing and web design.
Let us know about your property blog or marketing needs by dropping us a message or giving the team a call.