I’m sorry to break this to you, but if you are regularly posting articles or other content on your website detailing your agencies’ latest property statistics and data, this is likely to be the very reason why you are not attracting as many clients as you would like.
Sounds a bit topsy-turvy doesn’t it? After all, surely by informing potential vendors about the number of properties you have sold in the last quarter, how many awards you’ve won and who your dynamic new sales manager is, you are proving how fantastic your estate agency is, right?
I don’t mean to be harsh, because of course, this statistical type of information is important, and even ‘newsworthy’ on occasion, but there are two main problems with publishing content like that:
- Content that doesn’t directly target home movers will not rank highly in organic search results online, so won’t drive leads to your website. It’s just ‘content for contents sake’.
- Home movers who do happen to find your content online will simply be bored with what they are reading by the end of paragraph two – if you’re lucky – because they are not really interested in information that doesn’t hold any real value for them.
So, if posting content on your blog or news page about you, your estate agency, your data or your staff is not going to attract leads, what should your strategy be?
Well, think of it like this. In order to attract potential clients, you must provide information that actually benefits them in some way. Your content should engage and interest them.
The way to engage and interest potential vendors is to provide the exact information and answers they are looking for online, right now.
This is the secret to securing new leads and placing yourself as the go-to, expert estate agent in your location.
But, what topics should you create content about?
This is way more straight-forward than you might think. Your content simply needs to cover all the subjects that home movers are looking for information about RIGHT NOW! Topics that home movers are actively searching for.
This is your golden opportunity – through premium content published on your website – to ensure your agency appears directly in front of your target audience, organically, at exactly the time when they are looking to buy or sell a home, simply by answering their questions and solving their problems.
The best thing is, all this can happen in the background – as long as you post consistent content – twice a week is the recommended number of posts – as your content will then always be specifically targeted to answer the most common questions searched for by home movers.
Want some examples?
When is the best time to sell my house?
How do I choose an estate agent?
7 tips for a smooth house move with children
10 tips to help sell your home fast
How to move home stress free
Do I need a homebuyer survey on my property?
I could go on. These are just a few examples of the type of information home movers are looking for online as we speak.
As an expert property professional, all you have to do is provide the answers to these questions via your blog or news page, instantly becoming an authority figure in your industry!
The real secret!
But, the real secret behind this content marketing strategy is to ensure you provide regular, premium content to your audience. It’s not enough to post a short article once a month for a few months and then let it slide. Consistency and value are key.
Content marketing is a long-term strategy, and this is ultimately what will make you stand out from other estate agents in your area and help you build your reputation as the ‘go-to’ expert.
Finally, I understand that although essential, creating content is time-consuming when really, all you want to do is concentrate on selling properties and gaining new instructions. So, if you haven’t time to create premium content regularly, or simply don’t know what to write about, let me help!