Online content is an essential part of marketing for real estate professionals. Good content can build your reputation as an expert and help you earn repeat business. Poor content can put a damper on your career. Here is a closer look at the subject of writing better content to improve your business.
What is Content?
Content includes text, images, and videos. However, this article focuses on written words which you may use for:
- Website content
- Blog posts
- Social media posts
- Email communications
- Real estate ad copy
- Tutorials and information
Unlike customer reviews (which you have no control over), you have complete control over your content. Your content makes you unique, but you need exceptional content to make yourself stand out from everyone else.
Sending content by email is one of the most effective forms of marketing. For each $1 spent, email provides an amazing $38 in ROI!
What Subjects Should I Write About?
Here are some ideas which may interest your readers:
- Things sellers want - why not write about property listings, prices, neighborhoods, and home features buyers are looking for. Include articles on upgrading or improving homes before you sell them. This kind of information can help you earn new listings.
- What buyers want - home shoppers may want to know about obtaining a mortgage, how to negotiate an offer or the benefits of first-time homeownership programs. Let your readers know what to expect when they shop for a house.
- Your strong points - write about the kinds of homes you focus on. For example, if you sell a lot of condos, give people a look into the world of condo life. This kind of writing helps readers see you as an authority or expert on your specialty.
- Public features - you know your neighborhood well, but homebuyers may not. Write about local attractions and services. Include schools, shopping facilities, restaurants, government buildings, and public transportation.
- FAQ - think about the many questions you routinely hear in your business. Write them down and provide answers. You can include several subjects like home buying, home selling, mortgage brokers, how escrow accounts work, PMI, and many other things. Consider adding questions on credit scores, FHA, VA, and different types of mortgages.
- Local news - are there interesting local happenings? People like to hear about these things. You do not always have to write about real estate related subjects.
- Funny stories - do you have some amusing anecdotes to share with others? People love to be entertained, and there is no reason you cannot share stories from time to time. However, it would help if you kept stories to a minimum to focus on your services.
Things to Consider
Keep track of your content by date. You should have a system that archives your posts and articles. Put the content into specific categories to simplify searches so you can stay organized.
Use grammar and spell-check programs. Poorly structured sentences and paragraphs make you look like an amateur. An excellent free tool is Grammarly. It would help if you were using it. Utilize CRM or customer relations management programs too. CRM software gives you an excellent method for tracking customer info. You can also use your CRM for email marketing.
Provide easy navigation at blog sites and websites. For instance, include arrows or buttons that readers may click on to go forward or backward. Effective navigation keeps readers focused, and they stay longer.
Add links to your social media pages to promote your services. Remember the 80/20 rule. Quality, engaging content should make up 80% of what you publish. Content that promotes yourself and your services should be limited to 20% of what you post or send to clients.
Be professional and keep your site updated. Outdated pages make you look unreliable or lazy. It would help if you considered weekly or bi-weekly updates to keep content fresh. Set update reminders so you will not forget.
Things to Avoid
Stay away from filler or fluff content and edit all your copy. Keep the word count to less than one thousand words per article. Long articles tend to bore readers, and they won't finish reading your content.
When you put a lot of external advertising on your site, you may lose many readers. Ads take longer to load and can be annoying. Flashy ads may make your website look cheap.
Link exchange programs may not be a good idea. People can see through obvious self-promotions. Your copy should focus on you and your readers if you want to keep their interests.
Points to Ponder
Content can significantly enhance your real estate sales marketing efforts. Write about subjects that interest or entertain your readers. Include FAQ articles and your business experiences. Make sure your material stays current, and use an easy-to-navigate web page design. Incorporate social media links and avoid cheap-looking ads designed to attract attention. Keep your content crisp, clear, and free of errors for better marketing.