Real estate professionals today are aware of the importance and necessity of having a strong online presence. The truth is that most property searches start online, and if your business doesn’t show up in a user’s top search results, you’ll end up losing clients and missing out on a lot of opportunities. A real estate blog can help you get your name out there and connect with potential leads and clients.
Search engine optimization and paid ads are not the only ways to get your real estate website and your brand in front of your target clientele. You’ll notice that many real estate professionals have a blog integrated into their website, and you might be wondering if it’s worth investing time in such a thing. The answer is yes, it can be totally worth it, if it’s done right.
There are a lot of things to keep in mind when blogging for real estate, but with a bit of planning and strategy, you can raise your brand awareness, enhance credibility, connect with potential clients and partners, and establish your business as a trustworthy resource for the industry. Here are a few of the ways running a blog can help your real estate business.
Raise Brand Awareness
Having a well-organized and insightful blog can really boost your real estate brand by capturing users’ attention and establishing yourself as an expert in your field. Posting content on a regular basis will increase your online visibility, and it’s a good way of promoting your brand and the person behind it. You might be running a business, but clients want to be able to relate to you and to trust that you only want what’s best for them.
The more users see your brand/name, the more they’ll remember it, and then the more likely they’ll be to enlist your services in the future. That’s why you basically want to be everywhere: in search results, on social media, in media publications, niche blogs, forums and other relevant channels. You can also send out press releases or market studies to industry publications and try to get backlinks to boost your credibility and your website’s domain authority. Users will be much more likely to enlist your services if they’ve seen you mentioned in major publications or popular social channels.
Network & connect with other real estate professionals
Believe it or not, a blog can help you establish connections with other people in the industry, which you already know is pretty important. By constantly posting and promoting insightful content, you might be able to build powerful relationships with other realtors, potential business partners, and media contacts who cover the real estate industry.
Whether you’re creating occasional guest posts or doing content swaps with other bloggers, promoting your content to media outlets, or simply sharing your content on social media and industry forums, blogging is a good way to connect with other people in the industry. You never know when that might come in handy.
Connect with clients and build community on your blog
Blogging is a great way of engaging with potential clients and building a community of followers. A blog will provide you with endless material to post on social media channels, where you can start discussions on certain subjects and get insight from your target audience. You could also create polls or ask your followers what they’d like to read on your blog, and build an editorial calendar from there. Moreover, you can diversify your content and show off your success, posting case studies, testimonials and client stories to show potential clients that they can trust you.
Blogging can also help you keep in touch with your customers; you can add calls-to-action in your posts to get people to comment, share, give feedback, and even buy or sell.
Your track record will also be essential if you want to attract a younger generation of customers. For first-time homebuyers, purchasing a home will be a milestone decision, and it’s not one that they’ll make lightly. Tech-savvy as they are, they will do a thorough search online before they enlist the help of a professional, and they want to see proof of your expertise, your knowledge of the market, and positive feedback from your previous customers.
Boost your other real estate marketing efforts
A well-planned real estate blog can sustain and propel your SEO efforts, because we all know that Google loves high-quality content, and uses it as a ranking factor. If you write content that answers the questions that people search for online, search engines will take notice, and you’ll show up in the top search results and get valuable traffic. As long as your content is well-crafted, original (Google hates duplicate content), useful to users, and well-optimized for both desktop and mobile, your rankings will improve.
To make sure that your blog stays relevant and that you consistently deliver valuable content to online users, you want to keep up to date with what people are searching for online. You can use tools like Google Trends or the Keyword Planner in Google AdWords to see what’s trending and what keywords and keyphrases people use. This will also help you come up with new content ideas and formats that you might not have thought of before.
Become a go-to, trustworthy resource for the RE industry
Buying or selling property, whether it’s commercial or residential, is quite a big step to take, and people want to enlist the best of the best for the task. They want to hire someone who is an expert, who knows the ins and outs of the market and who has a proven track record of successful deals, as well as positive feedback from satisfied customers. That’s why people always search for a certain brand or business on social media, because a strong online presence is a sign of professionalism, forward thinking, and willingness to engage with customers. A potential client will check out your social media pages, your website and they will also end up on your blog, so you want to have fresh, compelling and visually appealing content that will convince them of your know-how and trustworthiness.
Blogging for real estate also helps you retain clients and followers and keep bringing them back to your website by regularly posting educational content like tutorials, white papers, reports and industry news. An added bonus is that Google really loves content that helps users and answers their questions, so you’ll get a boost in ranking as well.
Nurture real estate leads and turn them into clients
When you think real estate marketing, you might think word-of-mouth, ads, billboards, conference appearances and networking events. These kinds of push strategies still work today, but they’re definitely not enough to attract clients, not to mention they’re pretty pricey. An alternative to push marketing is – you’ve guessed it – what we like to call pull marketing. This is where you make the client come to you on their own, instead of pushing your products and services in their face. How do you do that?
Blogging is a good and effective way of nurturing leads instead of chasing them. Nowadays, people are very into DIY and like to figure out things for themselves, and they go online to find resources to help them. If they find useful information on your blog, they will come back to you, and when they need assistance, they will reach out to you, as they already know you’re reliable. What’s more, if your content proves valuable to one user, Google will show it to another, and then another, and it’ll keep showing up in the top search results. This is what evergreen content is all about, something that is useful, valuable and that people will continue to search for.
Get better at your job
Finally, by blogging about all things real estate, you will be able to naturally keep up to date with the latest news and trends in your industry, and that will elevate your skills as a professional. To find relevant and useful ideas to write about, you’ll end up doing a lot of research, reading industry publications, other blogs, reports and white papers, which will make you much more knowledgeable.
What’s more, having to curate a blog also means that you’ll be learning more about how search engines work, how to optimize your content, how to craft a content strategy, how to schedule and promote your content, and so much more. Over time, you will become more tech savvy and that will help you deliver better content and better services to your clients. In this digital age, it’s of vital importance to harness the powers of online marketing, because that’s where your clientele is, and that’s where you need to be, as well.
Can you think of other ways that a blog can help a real estate business? Do you already have a successful blog and want to share your thoughts on the matter? Let us know your take on this.