I recently attended the State of Search SEO conference in Dallas, where the key takeaway from the entire two days seemed to be this: Content marketing still works, but it must answer your visitors’ needs. That sounds like a simple enough thought; however, according to a number of speakers, many website owners fail to do it or do it right. So what does this mean for you as a real estate professional?
Why a Blog is So Important
We’ve emphasized having a blog here at Home Value Leads for quite some time now. Why is having a blog so important to your real estate business? Because it will drive traffic to your site, which, in turn, drives people to learn more about you, connect with you, learn from you and, ultimately, can turn into a lead or referral. Search is so important today. In fact, eighty-six percent of general inquiries toward a purchase or conversion-oriented action start through search engines like Google or Bing. In order to do effectively bring people to your real estate site , you need to answer their questions or solve a problem you know they have anywhere you can on your site. And that can start with your blog.
What Questions to Answer in Blog Posts
Sometimes, you may feel like you get flooded with the same emails or questions from clients and leads that you are answering over and over again. Listen carefully, because they are doing you a BIG favor! These questions, especially the ones they ask over and over again, will be your future blog posts. If people are asking you these questions directly, you can bet there are even more entering that same question into Google or Bing, looking for an answer.
Create a running list of questions. You can actually make the question the title of your post or use a short version of the answer. It’s important that somewhere in your post you either ask the question or include a full sentence answer to it. For example, “How Does the Smith County School System Rank?” could also be “The Smith County School System Ranks #1 in Wisconsin.” You can be somewhat creative with your titles, but keep in mind that you want to match closely to what you know people will be searching.
Other Areas Where You Can Be of Help
Real estate agents often forget that other areas of their website, especially the static ones, can be great areas to dispense useful advice or statistics that will answer potential clients’ questions. Static pages, or main pages that go virtually unchanged and are usually included in your site map, provide information that someone visiting your site can find quickly while giving you immediate clout as an expert in your space.
A few examples of pages to include on your real estate website and the questions you could answer on them:
Nearby schools or school district
Things to do/attractions
Don’t forget your “About” page!
What Questions to Answer on Static Pages
So now that you have an idea of what pages to include, each one should effectively answer questions that anyone who is either interested in your area would have or, for sellers, local advice on the selling process or current stats. This is where an FAQ-style page can be super helpful, not only to you but also to your site visitors. It keeps information organized, easy-to-find and, best of all, poses the very question they may be asking as well as the answer they are looking for.
I can’t emphasize enough how
useful the content on your site should be. Just because you brought a visitor to your site, doesn’t mean that they will stay, unless you have the information they want or solve a problem they are having. In another blog post, we’ll explore how, once you capture a visitor’s attention, what you should do next to help them take some action.