Unless you’ve been living under a rock, you’ll know that content marketing is a hot trend. As an estate agent, starting, and maintaining, your property blog is one of the best content marketing strategies you’ll come across.
By creating and sharing one or two articles a week, you can generate more high-quality leads, grow your email list, and build your brand awareness almost passively.
But it’s not all fun and games. There’s a ton of work that goes into blogging. While it has its advantages, there are, let’s not call them disadvantages as such, but certainly, things you need to be aware of.
In this article, we’ll explore the key advantages and ‘disadvantages’ of content marketing for estate agents to help you get your strategies right.
What are the Advantages of Content Marketing for Estate Agents?
1. Boosts Traffic
Starting a blog is a primary way of gaining web traffic – alongside applying SEO strategies to your website.
Because of a small, but very important thing called ‘keywords’, which are queries people search online, every article you write has the potential to generate leads.
First, you find multiple keywords that your potential clients are searching for. This will usually be questions about buying, selling, renting or styling a property locally.
Then, you write and publish valuable articles about those topics.
If your website and articles are search engine optimised, Google could show your post on page 1, meaning any client in your region who searches those keywords could land on your website!
2. Generates Leads
To win more listings, you need to generate more leads. And while you may not think publishing a weekly blog post can help with lead generation, it absolutely can!
Since blog content marketing can boost your traffic, each visitor has the potential to become a new lead. The trick is to create a marketing funnel that gets them to contact you or stay in touch with you after their visit.
3. Builds Brand Awareness
Another reason many estate agents find starting a blog helpful is because it can build their brand awareness.
By sharing up to date property advice regularly, you can establish yourself as an expert in the industry or niche you’re in.
The more you post, the more likely it is that search engines will send relevant traffic your way. And more traffic means more opportunities to advertise your brand and win instructions!
What are the Disadvantages of Content Marketing for Estate Agents?
There are none – only considerations you must take into account.
1. It Requires Patience & Long-Term Commitment
A big secret about blogging is that you won’t see quick results. It can be a long slog past the finish line which doesn’t really exist!
Successful content marketing takes time and commitment long-term. You’ll usually need to work on your blog for around 3-6 months and sometimes longer before you start seeing organic traffic.
Once you start seeing those results, you’ll need to keep going. If you stop posting 1-2 times a week, your traffic will fizzle out again as you lose the traction you’ve gained.
2. It Takes Time & Skill
We make content marketing sound easy sometimes, but it’s really not! It takes time, skill and a ton of work to get right.
You’ll need to research your blog topics, find relevant keywords and brainstorm a clickable headline – all before you even write the article, which could then take several hours!
Plus, you’ll also need to source images, format the post, proofread it and publish it.
The best way to get around this is to simply outsource the work to a content writer. They know what they’re doing, and they can get the job done quickly and properly.
3. It Can Be a Full-Time Job
Getting your content marketing right means staying up to date with how things work.
Google are always changing their strategies and things like accessibility standards are continuously being improved.
Staying in the loop about how to write and what to write can be a full-time job, which you may not have time for as an estate agent!
But, as we’ve already mentioned, hiring a content writer to manage your blog for you can be a great way to save time and actually get results.
Get Expert Help
Blogging has huge potential for estate agents. There are so many advantages to this kind of content marketing, but the disadvantages (if you can call them that!) are that it takes time, skill and work.
At Content for Estate Agents, we understand that you’re an estate agent, not a writer! If you want to start or get better at content marketing, but don’t have the time, we can help.