Your online presence is crucial to the success of your agency. Most agents already know this. However, very few agencies take full advantage of their digital footprint as they should. Take the company blog, for instance. Most agencies prioritize their blog efforts somewhere in between picking up the dry cleaning and doing taxes. This is unfortunate because a successful blogging effort is usually part of a successful content distribution strategy. With this in mind, here are some tips for running a top-notch real estate blog.
Your real estate blog is not a healthcare manual or an epic novel. Blog texts should be organized in easily read and understandable blocks of texts. From the title to the conclusion, a blog post written for the web should grab the reader’s attention and lead them to understand the subject of those texts. On the web, you have only a short timeframe to grab a reader’s attention, and formatting is crucial.
The best real estate blog posts are correctly broken down into specific ideas separated by headings. They are also written in a very concise manner, broken down into short understandable paragraphs. Images should also be used to separate ideas and to convey meaning, but without overbalancing the overall tone of the information. Think about how you read text and images on your smart device. Which blog posts do you stick to until the end?
What are you looking for when you perform a search on the web? Chances are there’s a problem to be solved whenever you turn to Google or some other search engine. And when it comes to real estate, the question a home buyer or seller has is the answer to your bottom line. Questions like “How much is my house worth?” lead directly to that sale you need to make to bolster your bottom line. Solving real-life problems for buyers and sellers is the fuel for a successful real estate blog. Make your content ultra-useful, and do not deviate.
Whoever said “A picture is worth a thousand words” was thinking about sharing ideas on a smartphone or tablet. Awesome images and graphics are one of the most important facets of any successful blog effort. You want to be understandable, cool, and memorable while conveying deeper meaning at the same time.
Try NOT to use stock images if you can, because they convey a detached corporate feeling. Real-life moments, your team, the houses in your listings, these are the images you want to convey your agency’s value. And don’t just rely on pictures. Graphics, maps, interactive infographics are also key elements for a successful real estate blog effort.
You’ve heard the old saying “Put your best foot forward.” Well, your real estate blog should focus on what you do best. You want to approach a wide audience, for sure, but what differentiates your company is always about what you’re good at. Let’s say your financing team has the best connections and the most experience in your market. This means your blog content should offer a lot of advice about loan specifics, interest rates, and the local peculiarities, etc. Whatever advantage your agency has, the headlines of your blog should reflect this expertise.
You may think successful real estate blogs target only buyers and sellers. Nothing could be farther from the truth. Writing for your peers in the industry will not only brand you as an expert, but it will attract more clients as well. By answering the burning questions other real estate experts have, you’re positioning yourself as the authority. In addition, there’s a huge audience out there that will help your site traffic, SEO, social media efforts, and so on. Branding wise, your authoritative voice goes a long way toward positioning you above your competitors.