My Team’s Approach to Real Estate Content
A primary focus of my team’s real estate website is the blog section. This is an area of dedication for my team in our approach to real estate content that our online visitors digest.
Why? Because while we have property search, so does every other realtor website. Agents are also no longer gatekeepers to listing information. So the blog is a huge focus in our online presence to help differentiate us from our competition. Also, it makes search engines like Google love us! 🙂
The biggest thing that has helped us so far, is we have continually asked clients what they want to read on a real estate website. What better way to get ideas for content then by finding out exactly what the people you serve want to read? We also like to take the common questions we get asked, and turn those into articles. A real estate agents’ inbox is a treasure trove of blog content ideas, just waiting to be capitalized on.
By writing about topics important to our readers, we are building trust. I don’t see how going online-ad-crazy is going to build trust with anyone. By genuinely trying to help others, our readers become more acquainted with how we run our business. We are also having more “touches,” with potential clients than mailers that seem to just leap into trash cans. When discussions begin, potential clients don’t feel so “in the dark,” with regards to who they are talking to. Trust and familiarity are very important to our team and we realize that those factors must be earned.
Another preparation we take is that we look at our communities, and more specifically the primary neighborhoods we serve. We have come up with a set of “Buyer Personas,” to help us generate content. This is great because it helps us stay more focused on what content we need to generate, and who to generate that content for. This is part of the overall plan of guiding visitors along their journey to needing our services.
A staple of our content comes in the form of market updates for the communities we serve. We like to analyze the market data, and post articles that help explain what is going on in a simple manner. This way our readers are able to stay informed about their local real estate market, and what it could be doing to their home values. In our community, the performance of the market is of extreme importance to home owners and buyers alike.
What’s Going On Now?
Right now in our local area, we have been experiencing a real low-inventory market. This has been driving prices up as buyer demand has been huge. Like our clients, we know there are homeowners out there that are attempting to take advantage of the rising prices. So we generated a few articles to address this situation. We posted data about the market that showed and proved the trends. We also posted articles on how to price your home right, prepare your home for sale (with printable checklist), home improvements that will generate a return on investment to increase home value, and also a fun little article talking about home improvement projects to avoid!
Did we only write content for our visitors that may sell their home? Of course not! We also used this opportunity to generate content for the many home-buyers out there. First off, we wrote an ebook “Home Buying Guide,” to give away for free in exchange for contact information. From there we wrote some more articles that were for home buyers. One article talked about visiting open houses and taking notes, and that one included a free note sheet to help home searchers keep all those homes they visit organized. We also wrote a fun article on using the app Evernote to keep home searches organized.
With each article we publish, we make sure to share on a few social networks. We have been able to keep track of metrics that tell us which articles perform the best. These are great notes for us that help in our future content! We think social media is a great channel to use because our goal is to genuinely help others. We keep a close eye on which articles get re-shared the most and which articles get the most views. This tells us what content people are finding interesting and helpful.
This is a quick overview of how my real estate team approaches content for our blog. Some of our market update posts include infographics to help readers digest the data visually. We hope to start incorporating more visual components in the near future (visuals and video).