Whether you’re writing new content for your real estate website or you’re building onto your overall content strategy, you want to make sure you’re writing high-quality content that does 2 things:
- Attracts: So you can help people discover your content.
- Engages and Provides Value: So you can build engagement, authority, and trust.
There are a lot of benefits to producing high-quality content that attracts the right type of people and provides them with value. For your audience, it works helping them discover you, and for you, it helps towards proving your expertise and building authority.
★ If you want to learn more about the importance of producing high-quality content, have a look at these posts:
- How (and Why) to Audit Your Real Estate Website’s Content
- How ‘Dwell Time’ and Quality Content Work Together to Improve SEO
- Optimizing Your Content for Humans (And Not Just for Search Engines)
The attract stage is all about getting your content in front of the right people, which has a lot to do with the type of content you write and the way that you write it.
Your ability to attract people so that they actually read what you write must be rooted in producing high-quality content that people are genuinely interested in that also shows up in search results.
However, one of the most difficult roadblocks for someone writing content is: what do I write about?
And while there are a number of ways to figure that out, one of the easiest ways is to think about what your clients are actually asking you, right now, about the market.
Do they have questions about if they should sell or buy first? Do they wonder why some homes are selling for records prices while others sit around without offers? Do they question if right now is a good time to buy?
All of these are great topics to write about if people are asking you about it because you’ll be solving a problem; and not just for them, but also for the thousands of other like-minded people out there. If they have these questions, chances are others do as well.
And that means that people are probably searching for those topics online, so producing a high-quality piece of content around those questions people ask you is more likely to show up in organic search results, so you’ll be writing content that attracts the right type of people, and you can further prove your expertise.
Then, Engage and Provide Value
When you’re writing content, you want to make sure you’re guiding the reader down a path: hopefully one paved in value. Meaning, you want to make sure that your content solves a problem for them, and allows them to discover additional content that gives them the opportunity to do something that’s valuable for them. And the best way to do that is through CTAs (call-to-action).
All of your content needs to have a call-to-action (or several CTAs) but those CTAs shouldn’t always be them just giving you their email address or contact information: at least, not the first time they discover you.
For example, a lot of agents will use a CTA like: Ready to buy or sell? Give me a call. But that’s a pretty hard sell in a single piece of content; especially for the people that are discovering you for the first time. They’re not likely to convert that quickly. But by providing the opportunity for engagement and value, you can prove your expertise so they may reach out, when they’re ready to.
Instead, try offering them the opportunity to do something that’s for their benefit, not yours.
And one of the best ways to do that is through related content. If you have a large library of content, you should be providing links within the content that builds on that topic. Not only does it help improve your overall metrics by making people go to additional pages, but more importantly, it provides the reader with more opportunity to learn more about a topic they’re already interested in.
When you’re including links, a better way to do that is to not just link a few words, but rather, to call out what the link actually is directly and tell them why it’s valuable to them. Like this:
★ If you want to learn more about how to engage your audience, click right here to download our Client Nurturing Workbook.
Not only does it break up content and create a better reading experience, but it provides something that’s valuable for them.
Let’s say you have a CTA on your blog posts to signup for your marketing email. The first time someone discovers your content, again, that’s going to be a pretty hard sell; but if the click through multiple pieces of content, and like what they read, after going through a few articles, they’re more likely to signup because they’ll actually be interested in you, your brand, and your business.
Write Content for Your Audience
A lot of agents simply write whatever content they’re interested in, and they don’t stop to think what their audience is actually interested in. By taking a few minutes to do that, and producing a high-quality piece of content that offers the opportunity to learn more about additional related topics, you’ll be creating content that actually provides real value, as well as a content strategy that attracts and engages in a natural way.
With up to date marketing trends relevant to today’s market, our report is a selection of curated content, information, and data that will give you an outline of what’s working right now in real estate marketing.