Tips for creating brilliant content on your real estate website
Believe it or not, content is still king. In fact, content marketing results in a higher ROI than those ads you pay for.
There’s a caveat, though. Your content needs to be honest and authentic, not thinly-cloaked self-promotion.
It should also provide value to your readers, a topic we’ll address below.
The problem we see on far too many real estate websites is that, while agents understand they need to promote their content, what they’re promoting is garbage. Sorry, but it is.
Their articles and posts simply don’t stand out.
Let’s look at ways to change that.
Know your audience
Who are you talking to? If you’re like a lot of agents, you are throwing stuff against the wall, hoping something will stick.
Wanna make money? Choose a niche.
Not only will this help set you apart from other agents, it offers branding opportunities you just don’t have when you’re going after any real estate consumer with a heartbeat.
Plus, it establishes you as an expert in something.
Whether it’s waterfront property, condos, downtown living or a social niche like your kid’s soccer league, focusing on one group of people is a money maker.
This is your audience and, as you get to know them, your content creation efforts will pay off.
If what you’re writing isn’t providing value to your office, quit it. Determine their hot buttons, their pain points. Listen to your clients’ questions – those asked most frequently make brilliant blog fodder.
Consumers also value real estate market news, mortgage rate news and advice on where to eat and play in your town.
Keep your promises
Your headlines are promises. If you get distracted along the way to the end of your post and veer off topic, you’ll end up ticking off the very people you’re hoping to attract.
Keep referring back to your headline so you stay on topic and keep that promise.
Make your content easy to read
The reading level of the average American adult is ninth grade, although studies show we prefer to read at an eighth-grade level. Add in the fact that studies show that most of us skim content and it’s scary.
Avoid the technical, real estate jargon and go for easy-to-understand explanations of processes. Ditch the word “purchase” and use “buy,” “obtain” needs to be replaced with “get.” Write in an everyday vocabulary so they won’t be stumbling along as they read.
Then, make the format easy on the eyes by using lots of white space, bold headings and bulleted lists. Break up written content with images.
Finally, proof the piece at least twice before posting to make sure you catch spelling and grammar mistakes.
Low-quality content brands you as someone who cuts corners, who has low standards and, perhaps, isn’t very intelligent.
How long should it be?
Ah, the debate rages. Some content marketing experts say longer is better and they advocate for a 1,000 to 2,000-word blog post.
Others claim that from 400 to 600 words is sufficient. T
So, who is right?
Yes, reader surveys show that longer content gets more shares. But, consider what you’re writing about. If you can say what you need to say, simply and in plain English, in 600 words, go for it.
In real estate, it’s more important that your topics strike a nerve. It the posts are hyper-local enough, and valuable, they’ll get attention.
Make sure it’s mobile-friendly
More than 70 percent of homebuyers shopped for a home and agent via their mobile phone, and 58 percent found their new home via mobile, according to the NAR.
If your website isn’t optimized for mobile search, get ‘er done, friend.
The crown firmly implanted on content’s head isn’t going away soon. Make sure yours is brilliant.