Sellers and buyers want to know more about the market in which they sell their property or the one in which they intend to buy. This makes digital marketing a necessity for any agent looking to excel in their context, establishing an effective online presence to stand out in the eyes of potential customers. Today we will talk about how to do this through a real estate blog.
Up until 10-15 years ago, having a real estate blog would have been one of the last things we would recommend to a real estate agents to differentiate themselves from competitors. There are several real estate professionals who have been bloggers for over a decade or more and have managed to sustain themselves even during the collapse of the housing market and the Great Recession that began in the summer of 2007. It all starts with adopting a strategy, extrapolating in the time, month after month, web analytics data to improve content and results.
Get started (… but really do it!)
January is a good month to start writing a real estate blog and, in most cases, around the beginning of March, the blogger has already stopped writing articles, instead of starting to feed readers on their social networks only the excuses for which they do not is writing more. By the month of April, the apologies stop and everything is silent on this front; arrived in August your blog may still be online, but both the two people who usually visit the site waiting for updates, will continue to see only cobwebs accompanied by the song of crickets.
People who don’t like writing shouldn’t start a real estate blog, but they often do. Before you can successfully churn out blog posts in a blog, you need to know that writing takes time and discipline, and it’s a horrible chore if you have to force yourself to do it. As for blog posts, they certainly don’t have to be literary masterpieces. The best way to find time to write is to add a commitment to your schedule, just as you would to schedule a meeting with a client or sign up for a preliminary sale.
At the time (just a few years ago) when blogging was the new frontier for their business and to increase their reputation, real estate brokers/bloggers would have had to write content for an audience potentially interested in the topic of real estate. They would have increased the followers interested in their blog and over time built a large audience of real estate professionals and users potentially interested in their services, thus becoming reference figures for both their colleagues and the consumer. This is what was praised by the gurus of web marketing, and as far as we are concerned we can say that we are perfectly in agreement.
Our theory is that the reason engaging in a real estate blog doesn’t work for most agents is that they wouldn’t have the slightest intention of engaging in writing if they knew how complicated it is to be consistent in their intent. The entry of the blog industry into Italy marked the beginning of the end: many web development companies have tried to study a “one-size-fits-all” (universal, so to speak) formula to write a blog, others have dedicated themselves to creating themes for real estate blogs, with the image of that big new house on the top, accompanied by a set of keys and the happy couple standing in front of the “sold” sign. The types of designs used for the real estate sector were almost all the same, which has led to making blogs and websites in the sector even uglier than the old agency websites of ten or fifteen years ago. However, creativity in the sector is still very low.
Why does blogging make sense today?
As a real estate brokerage professional, your goal is to use your agency’s real estate blog to attract customers to buy homes, as well as acquire properties for sale in your area.
Here we are not discussing why it is important to open or (above all) maintain a real estate blog, it is out of any question that a blog helps to better position itself on search engines, attract new potential contacts and support the activation of potential partnerships. Brainstorm content, topics, article ideas, and then draft them into an editorial calendar. In the blogs that target users usually prefer, the blogger does not write posts for someone else, he is writing his own blog involving his readers. The content is unique and so is its voice. When we read his posts, we seem to know him, we rely on him and feel we can trust his advice.
It is important to know that writing original content on your real estate blog is a fundamental aspect. A very common problem with real estate agents is that very often they think it takes hours and hours to produce content. In reality, it is nothing more than “blank sheet syndrome”. Professionals must have good support in the initial design, as mentioned by developing an effective editorial plan, and proceed step by step with perseverance and patience.
A successful real estate blog
A successful real estate blog must be written for a specific target audience, within a specific market. When writing, you need to imagine your readers, remember conversations with customers and the problems they encounter. It is useful to try to provide the information that sellers and potential buyers are looking for, for which they start surfing the web by sifting through all those generic articles written by other real estate bloggers or by institutional websites.
The main objective of starting a company blog has always been the same: to build trust, demonstrating the knowledge of the territory in which one operates through photographs and the specific and professional knowledge of the real estate sector through words and numbers. And there is very little good in finding someone else’s blog posts.
Some examples of successful real estate blogs in the Italian real estate landscape?
Speaking of real estate agents who have been able to wisely exploit their blog to earn an excellent online reputation, to become a point of reference in the sector, we mention three: Stefano Tronca, who has granted us an interesting interview among other things. on the B2B real estate world; Domenico Amicuzi, an expert in real estate web marketing and also the protagonist of our exclusive content; Gerardo Capozzi, runner-up at the 2017 Real Estate Awards in the category ” Best real estate blog “, a category in which our blog triumphed.
Because big is not better
Having thousands of visitors on a blog isn’t as important as having potential customers. Looking closely at Google Analytics helps you understand who the readers are, what articles they are reading and how. Every year, plans will be drawn up to make the blog better, because there is always room for improvement.
Real estate operators tend to think in terms of ‘bigger is better’, while we find that targeting content to a smaller audience helps attract more users who would like to do business with you now or in the future.
We also tend to focus on capturing leads (or the number of visitors) at the expense of engaging them. Ideally, we should work on both fronts. It is possible to attract business through social media on the web. The best clients are the ones who will find you and ask to be their real estate agents.
Blogs in the real estate world are finding a new renaissance and represent an important resource to be fully exploited. We are already at the end of January. Have you already started writing your real estate blog?