If you’re a real estate agent and you have a website, you should have a blog. I know what you’re thinking: “What is a blog? Isn’t that something teenage girls use to write makeup tutorials or Millennials use to document their backpacking trips through Europe?” Well, that’s how blogging—or “web logging”—began, but they have become so much more.
Business blogs are quickly becoming one of the most useful marketing tools for small businesses. These blogs provide readers with informative content, expert advice, and engaging articles. Below, you’ll discover why real estate companies need business blogs, learn some important blog writing tips, and see how blogging can boost sales.
Why Small Business Blogs Are Important
Online marketing is all about driving up page views and steering potential clients to your website. If you want more customers, you need them to find your website easily. When web users type a term into Google, Bing, or Yahoo, those search engines must sort through thousands of results and determine which site is the most relevant.
That’s where Search Engine Optimization (or SEO) comes into play. SEO is one of the most important factors in getting your website noticed.
If your website appears any later than page two of the Google search results, users are unlikely to visit your site. The trick is to fill your website with quality content that encourages other users to share your information, therefore leading search engines to flag your website as more relevant and trustworthy. In turn, your site appears higher in search engine results, leading to more visits and more clients for your business.
Blogs are a great way to post relevant and engaging content on your website regularly, meaning readers will (hopefully) share that information with others. Each blog post will drive up your position on search results pages and gain clients as a result.
Where to Start
It can be challenging to come up with blog ideas. If you’re unsure where to start, check out online forums and notice what clients and other Realtors are discussing. You can visit our forum here for ideas or visit other real estate sites and blogs. Find topics that interest both you and past, current, and potential clients. Make sure your material is well-written, informative, and succinct.
It’s also important to make sure you provide readers with accurate information. This will not only increase your SEO but will also establish your authority and credibility in the industry. Clients will learn that you are a reliable source for real estate information and will keep coming back to learn more.
If you’re not much of a writer, considering hiring outside help. There are thousands of professional writers who would love to help you create business blogs that will drive up SEO and expand your online reach.
Blogs Provide a Direct Connection to Clients
Do you wish you had a way to easily gauge the interests and desires of both buyers and sellers? Blogs provide that for you. Every time you post a business blog, your readers have the chance to engage with that information: each share or comment gives you valuable insight into your clients’ mindset. For instance, is the blog post about renovations performing well, but the blog post about new builds performing poorly? Maybe that’s an indication that buyers are more interested in buying older properties which they can renovate rather than purchasing new homes. That can help you shift your focus and your marketing efforts toward what buyers want.
Blogging Reveals Your Personality and Increases Customer Loyalty
Don’t be afraid to put your personality into your blog posts. While readers want informative posts, they also want to read articles that have some character. Imagine a reader is searching for a Realtor to help her sell her home. She has visited several websites with impersonal, dull material. Then she finds your website, filled with quality and informative content, but it also reflects your personality as a real estate agent. Suddenly, she feels connected to you, and is therefore more likely to hire you for the job.
The comments section is another great place to interact with your clients, making yourself seem more personable and likable. When you respond to client comments and questions, you’re connecting with them directly, establishing a relationship with readers.
All this personal connection builds customer loyalty over time: when clients feel like they know you, they are more likely to hire you and to use your services again in the future.
Business blogging should be a central part of your overall online marketing strategy. Want to learn even more techniques to boost your real estate business? Download our eBook “Growing Up” to find more helpful marketing and sales tips.