It doesn’t matter if you’re a newbie blogger or if your agency has been in the blogging game for years, you can still find yourself asking, “Is my content good enough?”
Self-evaluating your blogs’ success is one of the most crucial parts of owning one. Just like you’re always evaluating your lead generation metrics, you need to be evaluating just how good your blog is right now compared to your competitors.
Naturally, all blog content needs to be well-written, easy to read and engaging, so we won’t talk about those things here – but it’s good to bear them in mind during this deep dive!
Instead, in this article, we’ll share 4 of the most important questions you need to ask yourself to evaluate whether your estate agency’s blog is good enough.
If it’s not good enough (sorry, not sorry!), we’ll also share our top solutions to help you fix the problem and bring your blog up to scratch.
1. Does it Answer a Question or Solve a Problem?
People usually search the web because they want answers. They either have a problem that needs solving or they want to learn something new.
And how do people find answers from the internet? Through blog posts!
Writing blogs to target your ideal client’s keywords is one of the best ways to get traffic. To convert that traffic to an enquiry, the post also needs to be good and answer the main question.
Solution: If your content doesn’t solve a problem or answer a question, the only way to fix this is to rewrite the blog post. If it does answer the question, but in an unclear way, make it clearer by highlighting key points in bold.
2. Is it Clear Who the Target Reader Is?
As an estate agent, you have a group of target readers, rather than just one.
You either want to attract vendors, buyers, landlords, tenants or homeowners, depending on what your agency offers.
But what you don’t want to do is target all those groups in every single blog post. For a reader, this can be very confusing.
Solution: Before you start writing the post, choose one target reader and stick to it. Also, make it clear from the title or introduction which customer you’re targeting in the post.
3. Is it Useful for Non-Clients?
This may sound like a strange question to ask yourself since blogging is all about driving new leads via web traffic.
However, the reality is that most people reading property articles won’t be looking to enquire just yet.
You may be thinking, “If they aren’t going to be a customer of mine, does it matter whether they like my post or not?”
Well, yes it does matter!
The best content is helpful content, even if it doesn’t sell your service.
If people aren’t finding your content helpful, Google knows! It shows in your bounce rate and other places, which can hurt your rankings and reduce the traffic you get – therefore reducing the number of leads you get.
Solution: Create helpful content that isn’t all about making sales. Share advice, offer freebie e-guides to grow your mailing list, and don’t hide too many valuable insights behind a ‘wall’ i.e., people have to call you to get it.
4. Is There Enough of It?
Click on your estate agency’s blog right now.
Scroll through it.
How many blog posts do you have? Do you have just 3 or 4 that were uploaded months ago or months apart?
If you publish something new every week, you can skip this question. But if you don’t, keep reading, because you have a problem!
Having a full blog with a steady stream of new articles is one of the best ways to be successful with your blog.
Publishing 1-2 articles a week can help you get more traffic. Plus, it’ll give you an unlimited supply of fresh content you can repurpose on your social media channels and in your newsletters.
Solution: If you don’t have enough content, you need to create more. If you’re struggling to find the time, inspiration, motivation, enthusiasm – whatever word fits the bill – that’s normal! You’re an estate agent, not a writer, and outsourcing your blog content can help.
Get Expert Help
As experts in creating content for estate agents, we know how hard it is for you and your team to manage a blog alongside running the day-to-day stuff.
Unless you have a dedicated team member responsible for blog management, it’s unlikely you’re going to find lead generation success. Also, if you’re not blogging properly, you’re probably wasting your time – harsh truth, but it’s for the best!
At Content for Estate Agents, our expert team of UK writers are here to help. We know how to create winning content that targets your customers’ top search queries and can help you find more lead generation success with your blog.
Book your free 15-minute discovery call with us today to learn more about how we can help take your agency’s content to the next level.