When trying to create a spectacular website that evokes trust to your services as a real estate agent, blogging or guest blogging is exactly the right undertaking. But what if you don’t know how to get started, or, at some point, unsure of what to write about? To get your creative juices flowing, we broke down the must-have types of real estate SEO content you should post on your blog to engage your audience meaningfully.
Recently, we came upon some terrific stats: Google searches related to real estate have grown 253% over the last 4 years! We love the spirit of this growth as it’s exactly what real estate agents can fully capitalize on.
However, as wonderful as this number may sound, there’s one thing agents should keep in mind. A simple listing of a house, condo or villa on your website does not satisfy people’s quest for the information related to real estate. It’s simply not what they’re looking for in most cases.
What people are curious to find, is lifestyle information, info on the best schools in the area, job opportunities, cultural events, sports facilities, how to secure a loan and what is the general market trend: are the prices dropping or rising.
Have you ever seen a listing which can feature all that info? We haven’t. This is totally fine, of course, because a listing serves an entirely different purpose: to showcase your property and describe it in the best way possible.
As you’ve probably already guessed, a real estate blog, along with your neighborhood pages, is exactly the right place to deliver this information and prove that your expertise does not exist in a bubble. And to make the most of your blogging efforts, you need to leverage the right real estate SEO content.
Even though the digital marketing industry is in a great flux, certain types of real estate SEO content perform well no matter what. With no further ado, let’s take a closer look at the nitty-gritty of what deserves your time of the day.
Real estate SEO content that will take your blog from mediocre to stellar
#1. List posts
List post, or listicle as it’s often called, is the unquestionable leader of real estate SEO content. Indeed, it has endless appeal and is the most popular content type on the web. Take a look at these examples:
- 21 Brilliant Ways to Ultimately Master Local Real Estate SEO;
- 7 Ways Real Estate Franchise Software Builds You a Stellar Network;
- 5 Insightful Real Estate Marketing Reports Agents Can’t Do Without;
- 14 Ways to Use Custom Facebook Tabs to Win More Leads.
The whole beauty about these posts is you can’t actually go wrong with them. The key is to find a topic that is big enough to divide it into the separate chunks of information. This way not only you’ll find it easier to produce such a post, but your readers will find it easy to perceive information in a simple and convenient format.
List posts help you unfold your information in a simple and logical way, smoothly transition from one item on your list to the other and fascinate readers with some thoughtful details and examples for each item.
The key is to make each item actionable. Always remember to include a link to the related resource, a quick example, an image, a video tutorial or anything else to support what you’re saying and give your readers a quick opportunity to dive deeper into this topic should they need it.
Yet another benefit of listicles is you can always add new items later and update your post with the fresh info. This way you create something more than just a random piece of content. You craft an evergreen, re-usable content that will serve you well for a very long time.
A few more tips on listicles:
- Stick to a simple format: introduction, list, conclusion.
- The more details you can include for each list item, the better. Just make sure they’re relevant.
- The longer the list is, the better. Compare: 2 Ways to Prepare Your Home for an Open House Showing, or 23 Ways to Make Your Home Look Perfect at Your Next Open House.
- What’s the most eye-catching number for a list post? They are all good, actually: odd numbers, round numbers – whatever you like, they all work well.
# 2. Neighborhood events
Whenever anything more or less remarkable happens in your area or neighborhood, make sure to write about it. A new gym opened, a new restaurant launched, a big company started working in your area and announced some new job opportunities – all of this is perfect for this type of real estate SEO content because it helps you promote the area where you’re selling.
Moreover, this is the exact type of information people are looking for all the time. However, real estate agents don’t just write about these events, they write on purpose. You need to be convincing and your blog must faithfully answer one simple question: what is it that makes this neighborhood such a fabulous place to live in?
Well, this is where your neighborhood content comes in. Here’s what’s really terrific about it:
- you give people information they seek for and all the more reason to visit your website;
- you build yourself a reputation as an agent who actually knows the area, i.e. a local influencer;
- you create content that positively affects your local rankings and boosts SEO because it’s filled with hyperlocal keywords.
However, remember one important thing: your purpose is to provide information, not news. You’re not a news agency and you don’t need to catch up with all local events before anyone else does. So you don’t need to overwhelm yourself with this. Just make sure you write about all the interesting, relevant information and wrap it up in an engaging format.
Also, always remember to drop a link to your neighborhood page, or if you haven’t got one yet, use this simple guide on how to create a remarkably good neighborhood landing page in 5 easy steps. This helps your site’s SEO too as internal linking is equally important.
#3. Buyer questions
People have an enormous amount of questions about buying or renting properties. However, there’s a huge difference between today’s buyer and buyers as they were 10 years ago.
A few decades ago people would go to the agents to find expertise and answers to their questions. And what else could they do? Agents wielded all market power and held the essential market information. If you wanted to get it, you had to go to their office on a High Street and ask.
Today, the situation has changed drastically. People no longer make mental notes about visiting that agent from the ad they saw while walking around the city. Instead, they head online and do their own research. They want accurate, unbiased info about the property market and prices, neighborhood and the local community.
As you can imagine, posting buyer’s questions via your blog is an excellent way to catch up with modern homebuyers. By addressing different questions your audience is curious about, you give them valuable advice and a solid reason to get back to your site again.
A good practice is to make your buyer question posts really useful, is simply to make notes of what people ask you about: at open houses, during showings, on social media, etc. Chances are good that you already know a few dozens such questions. So next step is to put them together in one nice post, providing an in-depth explanation for each question.
Because you are writing about a specific area, city or region, you strengthen your SEO too. All of your buyer questions posts are filled will local and hyperlocal keywords, and this is what makes this type of real estate SEO content invaluable.
P.S. Extra points if you managed to get a person’s email after they asked that question and followed up with your new blog post.
P.P.S. Double extra points if you create a white paper with buyer questions which people can download, leaving you their email addresses.
#4. Seller questions
This type of real estate SEO content is just the same as the buyer. It’s only that this time you are addressing seller questions.
So here’s a simple checklist you can follow to produce great seller questions posts:
- collect all seller questions and, if possible, try to make notes on who exactly asked these questions;
- write a blog post which answers the questions in a professional and engaging manner;
- make a white paper with seller questions and offer it as a free downloadable resource (using AgentDrive’s landing page builder);
- every time you are asked a unique question, make sure to update your post with it;
- make sure to include the links to these posts in your follow up messages.
Remember to include any additional info like links, videos, etc. to make your posts even more valuable and provide your readers with an easy opportunity to learn more about the matter.
That’s it – with seller and buyer questions you create your own knowledge base that will help you nurture leads more effectively.
#5. Market updates
The main reason people are interested in this type of content is how prices change, of course. It’s powerful content to have on your blog because it helps people understand when it’s best to buy, sell or rent properties.
Because market updates is the kind of info people actively seek for, it’s very engaging. If you post these updates regularly (for example, monthly) and provide an easy option to subscribe to them, chances are great that your website visitors will subscribe and stay with you.
Here’s one good example of how you can get started with local market updates.
One thing to remember is how the content of your market updates looks and reads like. It’s best if they are short, include a quick explanation of any particular financial terminology and have some simple visuals, like charts or diagrams. You don’t want to confuse your readers with hard financial info, but provide a quick recap of how the market changed in the past month and what to expect. Even financial data can be interesting, right? So just try and make it less dry and robotic and more warm and upbeat so people can actually enjoy reading it.
#6. Guides for foreigners
If your area is attractive from a tourist standpoint, you have a whole new audience to write for. There’s a flood of foreigners and tourists wishing to spend time or relocate to your area, and of course, they all want to know more about your area.
If you deal with overseas buyers and sellers, foreigners’ guides are just invaluable. Foreigners who wish to buy, sell or rent properties in your area usually face tons of legal, financial and language issues. So they surf the web in search for some decent info which quickly explains what they should do.
It’d be difficult for you to answer all of such questions, of course, because you’re not a lawyer or interpreter. Fortunately, there are a few effective techniques you can easily capitalize on:
- focus on the questions you’ve already encountered in your practice while dealing with foreigners;
- come up with a list post that includes links to the most important online resources, like sites of different authorities, visa centers, forums, embassies, etc. – any site will do, as long as it provides valuable and trustworthy info;
- publish posts with more general info about your area (this is also called cornerstone content sometimes) that foreigners are looking for and link to appropriate resources for more details where needed.
Again, because you’re writing about a specific local area, your SEO efforts turn out to be more effective. So this is yet another real estate SEO content technique worth considering.
These simple steps help you catch up with your foreign readers more easily. Imagine a foreigner who wants to buy an apartment in your area. They’d be grateful for any valuable info, especially if it’s put together in one place (your blog) and they don’t have to spend more time on their research (because you already did it). And guess whom they’d be contacting for real estate advice? That’s right, odds are huge it’s going to be you.
#7. Accept guest posts
Real estate agents have a lot on their plates, right? Content marketing is time-consuming and takes a lot of effort and dedication. One way to make things a little bit easier is to accept guest posts on your blog.
Most often, you’d want to partner with some local bloggers and influencers. They need more promotion for themselves, too, so writing for your blog is a new opportunity for them to reach new people.
You’d especially like to foster this cooperation because:
- local bloggers have more experience in content marketing than you might have;
- they know their local audience and what resonates with it most of all.
Reach out to them and discuss this opportunity. Remember that you’ll need content which focuses on real estate so that you stay within your niche. It also has to be focused on your area so you won’t be wasting SEO opportunities.
Guest posts will help you keep your blog running with half the effort. This real estate SEO content will also take off the need to write your posts on your own from time to time.
All these types of real estate SEO content seem to be completely doable, right? While any blogging effort does require time and dedication, it’ll get much easier once you’ve got started and managed to put your blog on a fast track. The content types we talked about help you do just that. They are proven and effective and work specifically for local markets. Make sure to give them a try and remember: the right kind of online content transforms agents from struggling and frustrated to successful ones, so focus your efforts the right way.