When it comes to content, more is more. Search engines love it and there’s never a shortage of prospective clients browsing new topics online. That’s why having a blog for your estate agency that’s fresh and full of high-quality information is so important. It can provide an endless supply of marketing material that helps you …
From my frequent conversations with property professionals, I know you may be one of many estate agents who have issues creating content for your blog, newsletter or social media that actually engages with your target audience and makes you stand out as an expert.
The truth is, it’s just not as easy as it looks!
I was thinking about this over the weekend and so I thought I would help you out by giving you my seven best tips for creating genuinely engaging and interesting content for your target audience – home movers!
I recently regaled you with the sorry saga of my recent encounter with a local estate agent during our quest to purchase a buy to let property.
Last week I regaled you with the sorry saga of my recent encounter with a local estate agent during our quest to purchase a buy to let property.
Secondly, I am genuinely sad to report that the whole buy to let debacle continued to unfold…
My husband and I (oooh I sound like the Queen!) are currently looking to purchase a property in our local area which we intend to rent out.
We’ve been keeping a keen eye on what’s coming to market, and I must say, it’s fantastic that there are so many potential properties around at the moment. Pretty much every estate agent I have spoken to recently tells me they are flat out, and I am genuinely delighted for the industry after what has been a pretty hairy few months!
How attractive are you? How interesting are you?
I bet you’d give yourself a solid 8 out of 10, maybe even more?
Now, how did you actually reach that score?
It was most likely based on how you see yourself when you look in the mirror along with how you think your friends and relations see you. You will also have taken into account how interesting you think you are based on the number and type of friends you have and how often they want to hang out with you.
But do you notice one thing here?
So, the telephone conversation went something like this:
Estate Agent: “With the property market coming back to life, I need to attract more people to my agency.”
Me: “Great. I can help with that. What’s your current strategy?”
Estate Agent: “Strategy? Erm…well, I’m on all the portals obviously. Right Move, Zoopla and so on, and I post my market share figures on my social media accounts a few times a month so that people know that we’re the best in the business. Oh, and, I do door drops, not at the moment obviously, what with the coronavirus, but I’ll get back to doing that again soon.”
Let me tell you a little story.
Recently I was involved in an interesting conversation on social media. The original post wasn’t mine, but the debate was about whether estate agents should be bragging about how many viewings, market appraisals and sales they have completed during lockdown.
The consensus was that during these unprecedented times, bragging is not a good look – not for any business – and content should be sensitive.
Then an estate agent, who shall remain nameless, pops up with this little gem – and I’m going to quote this word for word…
If you don’t have a blog page on your website, you should. I can’t be any more blunt than that!
You know the reasons – you need to get regular, quality content out there and by blogging once or twice a week, you can do that.
However, if you haven’t organised your blog page yet, there’s no reason why you can’t utilise your social media accounts in the meantime, to ensure you consistently push content out whilst you get set up!
I own a dog. A beautiful fox red Labrador, who goes by the name of Skye. She is one of the reasons I have stayed sane during the past few weeks because every day Skye and I have continued to head out on our lockdown walkies.
I don’t know about you, but I do my absolute best thinking when I’m out walking the dog or immersed in exercise. And yesterday was no exception. Out in the spring sunshine, I was wandering and pondering, and I thought to myself, why are so many estate agencies named after their owners or directors?
Watch the video: It’s hard to think up new ideas and posts every day, several times a day, and so generally, what happens is that you end up posting stuff that isn’t going to be helpful in bringing you more brand awareness or more leads.
And there’s one really common mistake that estate agents make when posting – and this applies to social media and blog content too.
So, what’s the crime?
So here we are, in week five of lockdown! Who would have thought it?
If you’re anything like me, you will have moments of complete clarity, where you accept the coronavirus situation and get on with it, and other moments, more extreme moments, where you have a complete wobble and think:
‘What the hell is this? How did we get to this point where we can’t leave our homes, our businesses are closed, and everything is just in limbo?’
How many times in the past have you asked yourself how your estate agency can make sure that your target audience always thinks of you before considering your competition?
Never? Then that’s where you are making a big mistake.
If you are an estate agency and are worrying about your business, this is perfectly understandable and completely normal. The COVID-19 situation is new and unprecedented and we’re all a bit shell-shocked, wondering what to do next!
Well, right now, your website is your shop window and you must use it as one!
I want to talk about keywords! Essential, but enough to strike fear into any inexperienced writer!
The most common question I hear from business owners wanting to create their own content is “how many keywords should I use in a blog post?
That’s actually a really good question! So, typically there are 5 things you should ensure happens within your blog content if you want to target the correct keywords, and in the right way.
Watch the video: For any businesses out there wondering who reads blog posts and whether it’s a strategy you should consider for your business, I thought I’d explain.
Adding fresh, relevant, engaging content to your blog on at least a weekly basis cements your position as an authority in your industry and location. The more content you add, the greater the traction and you will start to be seen as an expert.
I speak with estate agency owners every day, and pretty much every one of you admits that you know exactly how important it is to regularly update your blog or news page. You also admit that it’s so time-consuming, not only to produce but to constantly think of ideas for content, that you often push the task to the bottom of the pile.
Watch the video: “Why do I need a blog page on my website?” is a question I get asked all the time, mainly because content creation doesn’t come naturally to most business owners, so they have a real need to know whether consistently publishing blog content is really worth their time and effort.
In this video, I’ll explain why your blog is a pivotal part of your overall content marketing strategy and can help you keep a steady stream of organic leads flowing to your website.
Watch the video: Writing a blog post can be daunting! It’s hard to know where to start, how many words to write, what you should actually include in your post. So to help you get started here are the seven elements you need to keep in mind when you learn how to write a blog post.
As an estate agent, you know you need to get some decent blog content published on your website! You may even have done some research recently and decided on some subject matter. You may even have sat, poised over your keyboard ready, but unable to make a start.
How many words do I need to write?
How long is this going to take me?
Watch the video: If you write your own blog posts you’ll know that it’s not really a task which can be completed in 10 minutes. You need to decide on a topic, do your research, fire up your creative juices, write your piece, edit it and upload it, and this can quite easily take hours out of your day. But, your business will really benefit from blogging, it’s an incredible marketing strategy, so, here’s a tip for you…
I read somewhere, at some point in my life, that the average blog has the lifespan of a fruit fly! I have no idea where I read that delightful snippet, but I do know that I googled how long a fruit fly lives for and this random fact has stuck in my head ever since. A fruit fly only lives for between…
Watch the video: Discover the five steps you should take to capture the attention of your target audience with your blog content, keep them engaged and ensure they take action. Learn why content marketing requires you to play the long game. Impart knowledge. Build trust. Become the go-to expert.
Watch the Video: Discover the best form of content marketing for independent businesses, and the benefits this strategy can bring.