There are two types of content:
- Content that attracts, engages and converts site visitors into customers. And,
- Filler content. Content that you write just for the sake of writing something.
If you’re writing for the sake of generating business online, then you should really be focusing on #1.
So say you have a real estate blog, that means focusing on the type of content that your site visitors crave. Content that answers their everyday questions about buying/selling real estate. Content that informs and educates them about the buying/selling process. And content that educates them about the community.
Sure, you’re more than welcome to write about other off-topic, non-real estate related things. But ultimately, this is the type of content that’s going to build your business…
5 Types of Must-Have Content:
Content Type #1: Write about the buying (or selling) process – in detail.
Your primary goal should be to write informational content that’s going to appeal and attract the type of client that you want to work with. So if you want to work primarily with buyers, write content for buyers. If you want to work with sellers, then write content that specifically address the questions and concerns of sellers.
What you should do first is identify the type of client that you want to work with. Then, make a list of all of the questions that they have about buying or selling real estate.
What are some of the most common questions first-time home buyers ask you? What questions do sellers ask you when they’re considering listing their home for sale?
Once you have a list of questions, you can start writing a series of educational posts that answers those questions in detail.
Content Type #2: Write local market reports.
You’ll find that readers rarely comment on market report posts but just because they don’t comment, doesn’t mean they’re not reading (or interested).
Market reports are a great way to motivate interested buyers to take action. After all, they’re interested in knowing how the market is doing… They’re just waiting until the time is right. With your continuing insight into the market place, they’re fueled with the information necessary to make a wise purchasing decision.
Your goal should be to write a monthly market report for your specific area focusing on changes in the market-place. Are we in a “buyers” or “sellers” market? What’s the average “days on market?” What’s the average sales price? Then, close by showing me the latest homes for sale in the area.
Content Type #3: Write about the financing process.
Write about everything buyers need to know about getting approved (and pre-approved for a mortgage). What do I need to know about credit scores? What paperwork do I need to get in order? What financing options are available to me?
If you’re a real estate agent, this is a great opportunity to partner with your preferred local lender and create some articles together. Offer them a weekly guest post slot where they can talk about “today’s” current mortgage rates. You benefit by having useful content contributed to your site and they benefit by getting exposure to a larger audience. And the consumer benefits by obtaining useful information that’s essential to them in their buying process.
Content Type #4: Write local business reviews.
In order to attract a local, engaged audience, you need to talk about the community; not just real estate. That means helping paint a picture of the lifestyle and things to do. Places to visit, places to eat, etc. Basically, sharing the things that make the community special.
Think of it as if you were sitting having a casual conversation about a friend who was interested in moving to the area but wanted to know what it’s like to live there. What’s there to do? What places do you recommend to eat? And more.
Help paint a picture of your community for your readers by writing reviews of all the places that make your community such a great place to live in.
Content Type #5: Write about upcoming events & things to do around the community.
Not everyone is going to be in the market to buy right now. But you still want to establish yourself as a local resource so that when the time comes to buy, people think of you. You do this by becoming the true expert in your community. For everything and anything local, not just real estate.
So write about things to do in the community. Talk about local events. Write about some of your favorite hobbies and things to do on the weekends.
Ultimately, by doing so, you’re helping paint a picture of what’s it’s like to live in the community. And this type of content will appeal to those buyers who are interested in learning more about the community. Those buyers that want to know what some of the best neighborhoods to live in are.
Write Something Targeted and Useful
Once you’ve identified the type of client that you want to work with (buyers or sellers), you can focus on writing targeted, useful content that addresses their needs and concerns. The more you focus on creating compelling content that addresses those needs and concerns, the more likely you are to engage and convert some of that local audience into buyers and sellers.
Angelo Davis says
My goal is to get more into “showing” and less “telling” with my writing. Writing was definitely not on of my strengths but trying to get better.
Number three is one I have not done in a while and maybe I can get one of my local lenders to write a guest post.
Thanks for the info Richardo!
Ricardo Bueno says
Re: “Writing was definitely not one of my strengths but trying to get better.”
Write like you talk, except with all the “uhms” and “ahs.” Well, maybe not exactly like you talk, but you get the idea. It certainly gets easier that way. Just think of it as if you were having a casual real estate conversation with someone. What is it that they need to know?
As for #3. I think it’s a great way to both lessen the writing load, and create some very specific and useful content that ranks well. So say you worked in Los Angeles, that post might read: “Los Angeles Mortgage Rates Report: July 6, 2012” (as the title). Now you have a post that’s going to rank well for “Los Angeles Mortgage Rates.”
Do that often enough, and you’ll dominate search for that keyword phrase 😉
Thanks for the comment Angelo!
BlueFern Real Estate says
Great article! What do you think about:
#6: Write about house remodels or improvements.
With the summer season here, do you think this would be a good topic to hit as realtors?
Visit our blog: http://bit.ly/BlueFern
Real Boston says
Great job on this content. I liked it a lot. Thanks for the great tips!
Thank you for sharing this amazing blog,
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