Marketing

For a long time, real estate marketing has consisted of going out to look for clients in the street. To capture new properties you have to find them first, and to sell those properties to private individuals you have to look for interested people.

But what if things were done the other way around? Instead of looking for the clients yourself, you can make the clients find you. This is the main strategy used by real estate portals to attract potential buyers. And you can do the same by setting up a blog.

What’s the use of having a real estate blog?

Let’s be honest: The main reason people visit websites is because they are looking for content that interests them. No one stays on your real estate website because of its design or colors, not even because of its brand. It only does so because it has a list of the houses they are looking for.

In other words, your property catalogue is a form of relevant content.

A blog works in a similar way: the idea is to create a series of useful contents for the type of person who buys your houses, and make them come to you instead of you going out to look for them. In the long run, it’s a more efficient way to attract potential customers.

People tend to consult all these questions on the Internet. So if you offer as many answers as possible, your real estate agent will be the first website they visit. That translates into more visits for your site, and therefore more potential customers – which can result in sales for your real estate.

Creating a good blog is not easy

First of all, you must be clear about one thing: positioning a real estate blog on Google is not an easy task.

It’s a long-term investment that can take at least a year or two to pay off. And you also have to constantly strive to provide quality content.

But that’s where the fun lies.

A well-positioned blog can constantly bring customers to you, as well as boost your brand and help you become a reference in your sector.

The content strategy: how to position a real estate blog on Google

Creating a real estate blog is not a matter of publishing any type of content. Instead, you must first create a content strategy, just like you would for your business.

The content strategy is the plan you need to follow to know what you should publish, how often, and for whom you publish it. It’s what will allow you to create quality content that people want to consume, attracting the right visitors who are more likely to become customers.

Creating a content strategy for your real estate blog is a topic that gives you a lot to talk about, but it could be summed up in 4 main steps:

Know your customers: who buys your homes?

The first thing is to know who you are selling to.

Surely you are thinking that your client is simply “anyone looking to buy a home”, but we need to go deeper. Such a simple generalization is not enough.

Within the group of people looking for a flat or a house, there are many different niches:

  • Retired people looking for a retreat house by the sea
  • Young people who want an affordable apartment in the city centre
  • Families with children who need swimming pool and urbanization
  • …and many more. If you have a lot of experience as a real estate agent, you will know that each house is designed for a specific type of person.

Analyze your portfolio of existing properties, and try to find out the profile of your ideal client. For that, you can try to write down the characteristics that define it:

  • How much money you have
  • What location are you looking for
  • The style of houses you are looking for

To do this, try even viewing the profile of your existing customers. If the houses you sell are from the same area, it is likely that the people who have already bought the house are the type of client you are looking to capture.

It doesn’t matter if you don’t get it all right, as you’ll be able to fine-tune this over time. Remember, this is a long-distance race.

Prepare your real estate editorial calendar

Once you know the type of customer you want to attract, it’s time to plan your content. Remember, people will only visit your website if it has content of interest to them – that is, relevant content.

And to create relevant content, you have to plan everything with an editorial calendar.

The format of your calendar is free: you can use a text document, an Excel sheet, or even a notepad on paper. My favorite format is a simple Excel table, as it allows you to keep track of everything you write. First and foremost, the simpler your system, the better.

In your editorial calendar you should include at least the following data:

  • Title: the title of the content you plan to create.
  • Description: what you’re going to talk about, and the topics it’s going to touch for future reference.
  • Format: if it is an article, a video, a presentation, etc…
  • Date: When this piece of content will be published.
  • Channel: the channel where you will publish it, such as the blog, YouTube, social networks, etc …
  • Status: whether it is about to start, in progress, or finished

Start creating content

Now it’s time to create your content. With your editorial calendar handy, you can add ideas for new content – these can be text articles, videos, podcasts, or anything else you can think of. Even a newsletter, if necessary.

The important thing is to have a clear frequency of publication. Your blog visitors will appreciate the consistency of the articles and will revisit you if they know when you publish, so plan a certain amount of content per week.

The frequency of publication depends on you and the resources you have for it. You may have a dedicated person and you can launch 3 articles per week. Or you may be alone in the face of danger and have to limit yourself to one article per month.

But first and foremost, always make sure you create interesting, well-crafted content that your visitors will appreciate. This will help you create a loyal audience, and increase the number of visitors you receive.

Be consistent, watch the blog grow, and make improvements
As I mentioned before: a real estate blog is a marathon, not a sprint. It is a continuous and constant work, which pays off little by little.

As you post on the blog, you’ll see the visits rise gradually. And using that information about your visitors, you should make improvements in your content:

  • Re-publish popular articles to create value
  • Link pieces of little visited content
  • Research the type of articles that are most successful

Try to be consistent and devote time to your real estate blog, and don’t be afraid to change your content strategy at any time.

It’s almost 100% certain that you won’t get it right the first time, so you have to make small adjustments until you hit the nail. There will come a time when your visitors will be delighted with the kind of content they publish – and that can lead to more sales of flats without relying on real estate portals.

Start setting up your real estate blog now

As you can see, creating a real estate blog is not easy, but it can bear great fruit if you are consistent and persevering. The biggest advantage of having a good positioning is not the sales you will get, but the branding that is associated with being a reference in the sector.