It’s been a wild ride for real estate agents and agencies over the past few years, and when it comes to predicting the future of the real estate market, even the top experts are certain that nothing is certain.
Here’s why.
According to finance experts Kiplinger, home prices are expected to see slower growth, with the NAR predicting a modest increase of about 2%.
Plus, with housing supply slowing, and the trend of hyper-personalization growing, more homebuyers are seeking newly built homes.
Frustrating, right?
Well, that presents agents and agencies with some unique opportunities to stand out among the growing number of agents in their region. One way is to secure your reputation as a thought expert in the neighborhoods you serve. Another is to ensure that your marketing is reaching the right target.
That’s where a blog can come in.
Here are the benefits of maintaining a blog for real estate agents and agencies.
1. Boost SEO: Show up higher in Google searches
A real estate agency can benefit from having a blog by boosting its online visibility and improving search engine optimization (SEO)—basically, it means you show up higher in Google, without having to pay for ads (although ads can certainly help).
Regular blog posts should contain relevant keywords that boost your presence on search engines when people search for real estate advice, market trends, or specific property information. This increased visibility brings more leads to your site, which has the opportunity to turn into sales.
2. Showcase your brand—what sets you apart from hundreds of agents in your region?
Each agent has their own personality and appeal. Whether that stems from a deep knowledge of a neighborhood, or an uplifting charm that comforts first-time buyers, that personality and tone can shine through in a blog—even if you’re using a copywriter. As a writer, one way I do this is by getting to know your brand, your audience, and the things your target customer care about, and then shape a strategic content plan that’s educational, entertaining, and enticing to readers. A blog can highlight specific neighborhoods and things to do, or showcase behind-the-scenes stories, client success stories, and the agency’s values
3. Create content to share on social media, in email marketing, and more
A blog gives you easy content to share across your various marketing channels. This ensures your messaging hits your target customer in multiple ways, keeping you top of mind. Blog content can be repurposed into social media posts, and posts can be teased then linked in email marketing, encouraging readers to link directly to your website.
4. Be seen as a thought expert
By offering blog posts that share insider tips, historical facts, and other neighborhood-specific content, you become a thought expert in the eyes of a reader. Clients are more likely to trust an agency that provides value and educates/entertains them rather than just pushing for sales, which can lead to stronger client relationships and increased referrals. Providing helpful, insightful content can build long-term loyalty as clients turn to the agency for advice even after their initial transaction.
But keep in mind, your time should be spent helping clients, not writing blog posts.
Want to learn more or get started with a strategic blog to boost your business? Contact me!
Melissa Esposito Writes 