Real estate is a dynamic industry that requires agents and brokers to stay ahead of the competition by utilizing effective marketing strategies, one of which is real estate content writing. Well-crafted content can help establish your expertise, improve online visibility, and generate leads.
However, writing compelling real estate content isn't just about churning out articles and blog posts. It requires a deep understanding of the target audience, the real estate market, and effective writing techniques. To be successful, writers need to be strategic, creative, and adaptable.
Therefore, content writing for real estate best practices is essential for creating content that resonates with potential clients.
From understanding your audience and crafting engaging headlines to incorporating multimedia elements and optimizing for search engines, these best practices provide a roadmap for creating compelling real estate content.
This article dives deeper into these best practices, exploring how they can help real estate agents and brokers attract and engage clients, stand out from the competition, and achieve their goals.
How to Develop a Content Strategy for Your Real Estate Business
The following are ways to develop a content marketing strategy for your real estate business:
1. Build a Great Website
As a real estate content writer, you need to pay attention to your content's form and substance. To ensure your content reaches a wider audience, start by building a great website.
Your website design must reflect how much you care about your brand's online image. A negative impression of your site will reflect on your brand. Therefore, you need a professional web designer like Ardor SEO to build a website that matches your target audience.
The following are a few things to note when designing your website:
Keep it Simple
Avoid filling up the white or empty space on your website with additional images or icons. Also, you don't need to add fancy drop-down menus and animations. A simple layout will likely attract users, so keep it uncluttered and clean.
Make Sure Your Site Is Navigable
Besides creating a quality website, ensure it's navigable, and visitors know exactly where to go for specific information. Make sure texts and icons are large enough and use a readable font.
Remember to label everything and check your competitors' websites for insights.
Incorporate SEO Best Practices
The real estate market is driven by location. Therefore, it's a primary search factor for most renters and buyers. Ensure your adverts start with a descriptive and compelling copy mentioning the location to increase organic traffic and search engine rankings.
For instance, you can start with keywords like "real estate agent in Austin, Texas" or a "beach house for sale in Miami, Florida." To ensure your site follows SEO best practices and make your website work for you 24/7, reach out to SEO agencies like Ardor SEO who specialize in search engine optimization for the real estate industry.
Break Up the Content
No reader enjoys going through a text-heavy page. Therefore, breaking up your blog posts and web content with images is best to improve readability.
Breaking up content is especially important in a listing. Most readers scan property listings looking for specific features and amenities, like bigger room spaces or a large basement. Therefore, decluttering your content will make it easier to find these features.
As a real estate content writer, besides creating engaging content showcasing your real estate expertise, you need to organize it before getting it ready for publishing. Use bullet points to draw out major home features in the listing and call attention to the crucial text.
Also, ensure your brand tone reflects in both the web content and blog posts.
Make the Search Process Seamless
While most real estate buyers prefer searching for properties on Zillow, Redfin, and even Google, making your website search process seamless will help encourage potential customers to visit your site.
Besides being user-friendly, your website search function should be fast.
Provide Next Click Opportunities
Utilize "next click" by recommending listings similar to what the web visitor searched for. That way, you keep the prospect engaged, getting them closer to finding available properties that might appeal to their needs and budget.
Link Your Website to Blog
When designing your website, remember to add a blog section. If you can't integrate your blog into the site, consider adding a blog link to your main site's navigation bar.
It'd be best to match both sites' looks, so visitors will know they're connected.
2. Define Your Goals
Before planning a content strategy as a property content writer, you need to write down your goals. If you don't map out a clear reason for making your content, your audience will have difficulty understanding why they should consume it.
Some content writing goals include:
- Re-engaging with past clients
- Boosting brand awareness through blog writing
- Generating sales leads through writing long-form content with a call-to-action (CTA)
- Improving search ranking results through keyword research
After creating a goal, you need to decide if you can handle the task or outsource the content writing services to professional real estate copywriters.
Also, understand that although content marketing is valuable, it's not necessary or effective in some areas. For instance, real estate blog writing can help create more brand awareness and generate leads but won't be effective in closing a home purchase or landing a listing.
Deciding where your goal falls in the sales funnel will inform the content type you pursue.
3. Research Your Audience
While you already know your audience, you need to dig deeper. It's best to develop audience personas for your brand. Start by envisioning your content's typical consumers and their background details. For instance, you need to discover their demographic, location, what type of property they're looking for, and if they have a family.
It'd be best to leverage analytics to define your audience. Analytics provide helpful insight into your content performance, such as if the website's target audience is visiting and where your content is shared on social media.
Google Analytics can help you see the social media platforms where your content gets the most shares. Remember to enable Google Analytics Demographics and Interest tool to help provide helpful information on potential clients visiting your website.
4. Start Generating Ideas
It's time to start generating ideas for your real estate content project. Focus on your target audience and the problem your content will help them solve.
Resist the urge to dive into real estate topics and trends you see everywhere online. The internet is full of content, with most of them recycled than unique.
Following what others are doing might not give you the best result regarding generating search traffic. Therefore, it's best to focus on your niche by discovering the topics peculiar to your audience and brand.
Real estate agents can capitalize on their regional and local expertise to create content. For instance, if you're constantly keeping tabs on new construction and development in your community, you can generate original content regarding the information.
Consider writing some blog posts about the neighborhood to show your expertise and brand. This type of content will prove valuable to your prospective clients.
5. Audit Your Content
If you've already started creating content relating to the real estate industry, take an inventory of the published content and find ways to improve them.
If you're considering diversifying your content, find someone with experience writing content for various platforms that will understand your brand tone to create fresh content.
Hire a team of expert writers if you need help handling the task, or start with blog writing before exploring other forms of content. Check the blog posts written so far and see if you can turn them into an eBook or downloadable guide.
Use the content you've developed as your content strategy springboard. If you've published content for a year, you can use the analytics to decide what content type to produce going forward, depending on their performance.
As a savvy real estate website content writer, the information will help you tailor your content to meet your organizational goals for the following year.
6. Build an Email List
Well-written email campaigns are one way to generate new leads that turn into paying customers. Therefore, it's best to build an email list to promote new content, send out property updates, and deliver industry news.
Add a visible email subscription button on the blog and website to grow your email subscriber list. After gathering a sufficient amount of email addresses, launch direct mail campaigns to test your email copy and measure the campaign result using GetResponse or MailChimp.
Afterward, organize prospective home buyers into different categories to decide the type of mail to send them and maximize conversions.
7. Be Active on Social Media
While you need to craft blog posts for your website, it's best to leverage social media for more visibility. Social media is a great way to learn content ideas and connect with prospective buyers.
Create content, reach younger buyers through your social media posts, and build connections with people in and outside the real estate industry, especially real estate professionals.
Remember to monitor and join property industry conversations on popular social media platforms like LinkedIn, Twitter, and Facebook. Make your content mode image-centric for Pinterest and Instagram.
8. Publish Your Content
After planning and creating your content, it's time to publish it. Your content strategy isn't complete without a short-term publishing plan, including when and where the content will be shared and how to organize it in the long run.
It's best to get an editorial calendar for publishing your content as a savvy real estate writer. While generating bulk content ideas, use a calendar to plan its publishing across different platforms so it won't overwhelm you.
The calendar can be a digital or physical version. Also, re-share and republish older content that performed well throughout the year.
Focus your topics on the season. For instance, May to August is the busiest period for the American real estate market. Therefore, it's best to tailor your content writing for real estate websites to topics like readying your house for sale, moving checklists, and neighborhood guides.
Alternatively, March is the home improvement season. Therefore, expert real estate writers will do well in writing blog content about home improvement tips and tricks.
Being thoughtful about your content timing will increase your web and social media traffic, helping you generate more leads.
9. Measure Your Results
After publishing your website content, it's time to measure your results. That way, you discover what's working and what you need to change.
Use Google Analytics to check and measure your content results. Consider asking your audience for feedback to know if your content suits their needs and preference.
As a savvy real estate website content writer, talking to your audience can offer more detailed insight into the topics that resonate more than others. You can ask for comments and feedback through social media or embed a survey or content poll in your weekly newsletter.
Besides getting valuable data, you'll show your audience you value their thoughts and perceptions of your brand.
Real estate content writing is a powerful tool for agents and brokers to establish their authority, attract potential real estate clients, and grow their businesses. By following the best practices, real estate content writers can create high-quality content that resonates with their target audience, improves their online presence, and generates leads.
Understanding your audience and their needs, crafting engaging headlines, incorporating multimedia elements, and optimizing the content for search engines are just a few of the critical practices that can help elevate your real estate content.
By implementing these best practices, your real estate content writer can create a content strategy that supports your overall business goals and helps you stand out in a crowded real estate market.
Content marketing is a tedious task with the capacity to catapult your real estate brand into success or make you lose prospective real estate clients to your competitors. If you're struggling with creating quality content, consider managed services from leading content marketing experts like Ardor SEO.
Our team of professional writers and real estate content experts has the right knowledge and experience to take the weight of SEO off your hands and let you focus on what’s really important - Closing those deals. As a fully managed service, we employ various tried and tested strategies, developed over many years in the real estate industry, to create valuable content that aligns with your organizational goals to help you generate leads that turn into buyers.