In today’s digital age, estate agents need to ensure their online marketing strategies are in line with consumer demands and their competitors - and a vital part of this is getting their website content perfectly on point.
If you’re struggling with where to start on the road to achieving a fully optimised and informative website that meets the needs of your clients and generates leads, then we’re here to help. Today, we’ll be sharing some nuggets of content marketing wisdom to help you get your estate agent marketing strategy nailed down.
1. Paint a picture with your listings
With over 6.5 million people in the UK searching online for properties, each and every listing page on your website should paint a picture. We’re not just talking about fancy imagery (although this obviously helps), but about the actual written descriptions that accompany them.
Through the power of highly-descriptive listing copy, you can bring the accompanying images or virtual video tour to life, giving potential buyers every tiny detail about the property they could possibly want to know. It also gives you the chance to unleash your creative storytelling skills that will not just sell the property, but the lifestyle that goes with it to your prospective buyers.
2. Refine your onsite content
It isn’t just your listings that need attention. If you’re serious about increasing your online visibility in search engines and driving leads, you should focus attention on updating other areas of onsite content too, such as your homepage, About Us page and FAQs.
This process will not only give the likes of Google a nod that your content meets the E-A-T (expertise, authority and trustworthiness) principles that play a key role in their search rankings, but will also ensure you’re improving the user experience when they land on your site - giving them all the key information they need in one place.
This is no mean feat, but aim to concentrate on ensuring every piece of content, be that written or visual, adds value to the reader. This means sidestepping the sales waffle in favour of informative and engaging content that has a more subtle call-to-action.
3. Ensure content is SEO-friendly
As part of the 2 steps above, you’ll also need to pay equal attention to optimising your onsite content for SEO purposes to include key search terms that potential clients may use when searching online. This will give your brand a better chance of ranking in search engine results for specific keywords and search terms.
This element will require some research, but handy tools like Google Adwords or Ahrefs can help you identify relevant keywords to your business, such as geographical terms and relevant property types. The result will be onsite content that’s specifically targeted towards your potential clients, while also improving your online visibility.
4. Make your content more digestible
Whether you realise it or not, how you format your content matters. Poorly laid out onsite content typically lacks digestibility and has the potential to put readers off even before they’ve finished reading the first paragraph (possibly even sentence). This means that even high-quality content can miss the mark.
Instead, focus on breaking down content into manageable chunks. This not only allows the eye to easily scan and pick out key information, but it also bolsters the user experience by making text-heavy pages seem less overwhelming.
The key to digestible content is to use blank space between paragraphs to break up walls of text, include descriptive subheadings that provide a clear indication of what each section is about and add multimedia that supports the content.
5. Harness the power of multimedia
Speaking of multimedia, property imagery and virtual video property tours play a key role in giving potential buyers an insider view of what a property looks like. However, to harness the full potential of multimedia and help your properties sell themselves, don’t just settle for bog-standard visual content.
Instead, look to employ the services of a skilled photographer who can really capture the beauty and essence of a property (even those ones with little to work with). Accompanied by stellar property descriptions, your high-quality imagery will guarantee that your listings stand out to viewers.
6. Use irresistible blog content to reach your readers
Incorporating a business blog into your estate agent marketing strategy can be a highly effective way to engage with your audience and, in the property sector, there are a wealth of topics you can cover. From lifestyle pieces to practical financial advice, keeping your onsite content fresh with regular blog posts will all go towards establishing your brand as an authority within your industry.
Another estate agent marketing idea could be to include data-driven content on your blog as many buyers and sellers want to know the hard facts before they enter into the market. Whether you focus on local property industry news, conduct your own survey or tap into national trends, including data-backed content is a powerful way to position your business as a trustworthy, authoritative resource.
7. Get savvy with highly engaging social media content
There’s no denying social media platforms provide a valuable marketing tool for estate agents, but the key is to use the right channels and the right message. Taking a one-size-fits-all approach won’t cut it in today’s digital-savvy world, social media marketing needs to be bespoke, engaging and authentic. Use multimedia posts and direct questions to spark engagement or tag yourself onto relevant hashtags to boost your visibility.
With this in mind, take the time to hone in on who your audience are and where they hang out and craft tailored posts for each different platform. An obvious platform would be Instagram, as the photo-sharing opportunities are perfectly geared towards showcasing your property listings. However, always make sure the platforms you’re using are relevant to your key demographic.
In a world where content is deemed to be king, getting your onsite content pitch-perfect is now becoming a necessity, and with the above estate agent content marketing ideas you should have the right ingredients to help you create user-friendly content that makes property an easy sell.
Of course, if you’d rather spend your time selling to clients than writing website copy, why not let the experts at Paragraft take the reins? With a team of highly skilled content writers, we’ll work with you to create the powerful online content your estate agent business needs to attract clients and seal the deal. Get in touch to discuss your needs today.