In case you haven’t heard, blogging is one of the best marketing and branding tools around, and it can work in real estate too. Landlords, investors, property managers, and other realty experts use blogging every day to drive more business to their site and leave a better impression.
Every realtor should consider the many things a blog can do for their business. Here are just a few.
1. Greater SEO
About 53 percent of people searching for a home or apartment research online first, and 92 percent will use the internet at some point in their search. What’s more, blogging is the number one tool for increasing search engine traffic. No matter the mission of your business, a blog loaded with relevant and timely content can help you land in front of the right people.
“With so much opportunity online, realtors can’t afford to miss out on this valuable traffic; for professionals in real estate, SEO is more important than ever,” says search marketing expert Bruce Clay.
Clay also points out a recent surge in real estate related search terms, which underscores the importance of great SEO for realtors. He says that “SEO efforts begin with local keyword targets on a personal website.” There’s no better way to build keyword targets and attract search engine algorithms than through blogging.
2. Tenant Retention
Landlords of large apartment complexes can use blogging for tenant retention. When tenants feel like part of a community, they’re more likely to stick around. If you’ve been in the business for a while, you know that tenant turnover is one of the most difficult costs to absorb, and a blog can be a great way to keep tenants happy in their situation.
“Through your blog, you can share information, recent events, offer tips and tricks, and provide other information that’s relevant to apartment living,” says an article from the property management blog Green Residential when discussing how landlords can use a blog to their advantage. “It shows your attention to detail and your desire to provide a great tenant experience.”
A blog might feel like just one more expensive thing to add to your to-do list, but as turnover drops and community morale rises, you’ll be amazed at the extra time and cash you have.
3. Higher Value Proposition
The point of a real estate website is to convince consumers that you have a service they need. “In this agent-saturated market, it’s important to establish your credibility so that clients are convinced that you have the answers they need,” says a presentation from Maximum Websites. The article continues to state that 81 percent of online consumers trust the information presented on a blog.
“A blog is usually written in a casual, highly readable manner about a variety of relevant issues,” Maximum Websites says. “This shows that if you write it, they will read. Once they read, they will realize that you have answers that they need.”
If you’re struggling to get conversions from your website visitors, using a blog to reinforce the value proposition might be just what you need.
4. Credentials Proof
You hope that your site alone will prove your expertise, but you often need a helping hand. There are too many websites that offer similar services to your own. Your blog can be an excellent tool for demonstrating your credentials while subtly promoting your services.
Your blog is particularly helpful for showing that you’re knowledgeable in a local market. You can develop local community pages with useful information about a certain area. You can also provide city guides, lists of amenities, market forecasts, and other information that will help clients make their home buying decisions. If the homebuyer has a choice, they’re more likely to choose an agent who can prove he or she knows the market inside and out.
The goal here is to use as much relevant and specific information as possible. Statistics and studies from verifiable sources can also drive the point home. The more you talk like an expert in the field, the more likely you are to get positive customer attention.
5. Networking
Blogging does more than just connect you with great customers. It also helps you find and collaborate with colleagues, which can raise referral rates and teach you more about growing your business.
“One thing you will find out quickly about blogging is people love to be recognized,” says Bill Gassett of RIS Media. “Having your name in the spotlight makes you feel special. One of the best ways to get noticed is to share the content of others – especially influencers!”
Put yourself out there. There are mentors and collaborators just waiting to get in contact with you.
Be open minded to the many possibilities available when you blog. Your website and your business can receive an incredible boost – blogging may be the catalyst to your long-term success.
