Did you know that a fruit fly only lives for between 40 and 50 days? Imagine!
And did you know that for most estate and lettings agencies who start writing a blog, the lifespan of that blog is similar?
Let’s put this into perspective. That’s just over 7 weeks at best.
A fruit fly dies at just 7 weeks old because that’s what they do – it loves rotting fruit and lays several batches of eggs in that time, it’s sole aim to continue the fruit fly cycle. But they are pesky little things that don’t really serve any other purpose, apart from to be annoying (feel free to correct me if I’m wrong!)
But your blog on the other hand – well, not only does it serve a purpose, but unlike a fruit fly, it’s lifespan can be infinite if you allow it.
Your blog posts can continue working for you months and years into the future.
Sadly, I see many abandoned estate agents blogs and news pages on my online travels. Unloved pages that have so much potential to drive leads but have just been left to rot like the fruit those flies adore!
Many estate and lettings agents, and you may well be one of these, start adding content to your blog or news page for exactly the right reasons.
- You understand your blog is an important marketing tool for driving organic traffic to your website.
- You know that publishing educational and interesting content relating to your industry showcases your authority, your knowledge, your confidence and your expertise.
It says look at me, I know my stuff – let me help you sell or let your property…
That’s why you decide to do it. Because deep down you know that it’s an inexpensive strategy that will actually work, long term for your agency.
So, you vow to update your blog once per week. In fact, you are super excited about sitting down and allowing your creative juices to flow.
But what happens next?
After three, four or five weeks, your enthusiasm starts to dwindle due to time factors, creative factors, but mostly ‘can’t be bothered’ factors.
Before you know it, regularly updating your blog is a distant memory, gathering dust and has lost any momentum and traction it gained in those first few, positive weeks.
I’m sure this sounds like a familiar scenario
The thing is, you might think it doesn’t matter that you are not regularly publishing new content anymore. You’ve got two or three posts up there looking pretty, so you haven’t actually got an empty page showing, so it’s all good right?
Well, no actually.
First, let’s look at it from the point of view of your website content.
Unfortunately, from a consumers’ point of view, there’s nothing worse than reaching a website and discovering out of date, sparse, neglected and unloved pages. It doesn’t give off a professional message. Yet, there are thousands of these poor unloved blogs out there, abandoned and lonely, and any savvy consumer will question why your website is not ‘current’.
Secondly, let’s look at it from a content marketing point of view.
Utilizing your blog to drive more traffic to your website requires you to be consistent! You must publish regular, engaging, relevant content that stands out in Google searches and is picked up by your target audience. Your audience then follows your trail of enticing little content breadcrumbs, straight to your website.
If you’re not throwing down the breadcrumbs, there is no trail for your hungry crowd to follow.
No content = no audience = no traffic = no customers.
You may be surprised to learn that current industry standards suggest that to get the most out of your blog page, you should be posting content twice per week.
I totally appreciate that as a busy agency owner, you think you don’t have time to dedicate to researching, writing, editing and uploading content every week.
BUT for real engagement, traction and to become the go-to expert in your location it is an absolutely essential requirement, so it’s a task that you must start seriously considering, even if you start with just one piece of content per week.
It should become one of your most important weekly tasks, and whatever happens, you should make sure you get it done.
As one of my clients recently told me:
“Content For Estate Agents is amazing! It saves me so much time looking for new weekly topics. I’m not sure where my blog would be if it wasn’t for the CFEA team.”
So, just to really hammer the message home, here are my top three most crucial reasons why you should regularly update your blog page:
1. Blogging helps make you an authority
You can’t become an authority overnight! You will only become an authority by producing regular, quality content that actually benefits your readers, post after post after post. As you build up a vault of good content you will also build up a vault of interested prospects who will eventually become customers. Constantly adding content will help you create the trust you need in order to rise to the top of your industry.
2. Google loves fresh content
Search engines adore new content for a variety of reasons. Consistent updates mean your site will be crawled and indexed on a regular basis. This means that when Google sees your content is fresh it will keep coming back and your content will be displayed. Likewise, visitors who become regular readers will always find new content and will spend longer amounts of time on your page. This again is in your favour as Google likes to see visitors lingering, rather than showing up for 10 seconds and then leaving. So, original, fresh content helps take of this in one fell swoop. Don’t forget, you can also repurpose your blog content and use it as if it’s brand new on social media too – very savvy.
3. There is no loyalty online unless you’re on top of your game
Attention spans are poor! You cannot start to build a following and then offer nothing but radio silence for a few months, expecting to pick up right where you left off. You’ll have to start again – from scratch. Consistency is key.
In a nutshell, the more frequently you post, the more traffic you will garner. So, it’s worth getting organised, creating decent content (or outsourcing the task to a professional) and ensuring your blog becomes a useful resource for your target audience.
Add fresh content consistently, in the form of articles and location targeted area guides and I guarantee, you will reap the rewards!
If you have any questions about content and how to make it work for your agency, you can book a call with me here.