Finding the right property before the advent of the internet was an inconvenient process. One had to go through yellow pages or other classifieds to find a realtor, and then rely on the information they provided, usually through a call. You were unable to see a property or assess its value without visiting it in person first, and reviews were completely dependent on the word of mouth.
The internet has proven to be a game-changer for businesses, and real estate is no exception. There are literally hundreds of real estate websites easily accessible today, where you can find thousands of property and realtor listings with a click of a button, along with suggested rates, reviews, and expert advice.
Many realtors compete heavily for acquiring sales leads, as buyers have a lot of information at their fingertips from third-party sites, some of which allow direct contact between sellers and buyers. That’s where real estate content marketing comes into the picture.
The Need for Real Estate Content Marketing
Results-driven content writing is essential to any content marketing strategy, and real estate is no exception. A recent study by Kapost suggests that effective content marketing triples the sales leads you can get from paid searches. That’s quite a boost for your business!
Here are the benefits captivating real estate content writing will provide you:
- It builds trust with your business and brand
- It provides insights from customers
- It provides a higher proportion of qualified sales leads
- It drives organic traffic to your website through SEO
- It provides sharable content for social media feeds
- It provides an additional revenue stream through advertising
Content marketing for real estate has a unique flavor to it that requires attention to specific details. Seasoned real estate developers and realtors usually have a good idea of most of these details, but you don’t have to be a realtor to be a great content writer for the real estate business. In today’s guide, we’ll share some tips and best practices for powerful real estate content writing, and what you can do to attract home buyers and sellers to your website.
Best Practices for Real Estate Content Writing
Here is a list of the best industry practices that we recommend to real estate content writers.
1. Create a User-friendly Website
Your website should be functional and easy to use. It’s the primary point of interaction between you and your customers.
- Make sure it loads images quickly. Try to optimize it for low bandwidth connections so that users can access it easily from mobile devices and networks.
- Make sure it is uncluttered so that anyone can quickly find the information they need.
- Have a high level of visual content. Anyone who browses online property websites is likely to be also looking for vivid pictures of properties listed on the platforms. If there’s nothing there, your site looks unauthentic and bland, and users will quickly look elsewhere.
- Have a marketing funnel. A popup window that asks users to register to your website is a great way to build email lists. Some of these visitors may be property buyers. Use a catchy tagline to entice visitors to sign up.
- Allow easy sharing to social media platforms through buttons. Let others help you get the word out in their social and online circles.
2. Include Detailed Property Listings
Property listings are important for real estate website content and deserve a specific mention since visitors visit a website to browse them.
- Make sure you have as many details as possible. This helps you to qualify visitors based on their requirements. Highly involved buyers will love granular real estate details.
- Searches should be made seamless. It goes without saying that the search function should be fast and reliable. Websites like Realtor or Zillow are popular due to their smooth UI. Use Google or Bing to power your searches if required, and give detailed search options with as many filters as you can.
- Add recommendations for similar properties to keep users engaged on your website. These can help potential buyers find an alternative to their initial search.
- Add rich media galleries to each listing. Buyers love to see multiple images or video clips of properties. Having a gallery for real estate listings encourages viewers to share the content with others. In fact, video is known to have a whopping 1,200% share ratio over image content!
3. Diversify Your Real Estate Content Writing
As a real estate content writer, it’s easy to get into a situation where your content cycle consists of templates of existing offers, or brief market updates. If you want to stand out from the rest, you need to show the bigger picture to your readers. That means going above and beyond the standard property updates.
By diversifying your content writing, you signal your readers to find all the information they need in one place. An assorted content also enables you to create an interesting newsletter. Here are some things you can write about:
- Market news and official reports: You can share reports from valuable sources like real estate trade organizations, media outlets, realtor associations, or government organizations.
- Your own data and insights: This may require you to keep collecting information but pays off if you can consistently manage to post your data.
- Local property guides
- Local recreational and tourism guides: This content can attract another class of audience to your website in the form of tourists. Writing about restaurants and local attractions is also a good way to create interest among buyers of local properties.
- Niche real estate content writing: If you deal in specific property types (for example, commercial vs. residential real estate), then you should definitely inform your audience about your area of expertise.
- How-to-guides: These are popular ways to engage customers and help build your reputation as a reliable real estate content writer.
4. Keep Your Content Simple and Precise
When it comes to getting information, readers interested in real estate usually have specific requirements. Your real estate content needs to provide all that information in a timely manner. Here are some things you should keep in mind:
- Use lists as often as possible. These are easy to digest for readers and work well for video content.
- For blog entries that include property lists, use the same structure for all entries. That means that each listing should have the same type of information, right down to the image size and quality.
- Avoid overly descriptive and complex writing. Writing content in the technical form will bore your readers. Use simple words to get your message across quickly.
Tips for Real-Estate Content Writing
1. Adjust Your Communication for Each Social Media Platform
- Social media posts on Facebook and Instagram require captivating images.
- Video content should be short and to the point. 3-5 minutes is ideal.
- LinkedIn posts should be formal and industry-focused.
2. Use Infographics and Detailed Charts
- These work well for summarizing complex and lengthy industry reports.
- Charts should be regularly updated, and if possible, placed in a dedicated section on your website.
3. Use SEO Techniques to Rank Specific Keywords
- Use catchy headlines based on frequent keywords.
- Use SEO or SERP tools to improve keyword usage in your content writing.
- Include frequently-asked questions in your content (such as FAQs or ‘People also ask’ sections).
- Add hyperlinks to your related content where possible.
4. Add a Call to Action at the End of Your Content
- Ask readers or website visitors to contact you for a detailed request, free quote, or a query.
5. Plan Your Content
- Make a content schedule for your real estate content.
- Try to post frequently. However, if you cannot post more often, being at least consistent is important to keep the audience hooked and coming back for more.
We hope this guide gives you a good idea of how to write engaging content for real estate websites. Planning and writing engaging content can seem overwhelming at first, but it is a rewarding activity once you get it right.
Do you need evergreen and engaging real estate content writing for your business, and are looking for a professional content writer for real estate?
One Content Pro is your all-in-one content writing agency. Our team of experts will help your communications to hit the bulls-eye every time. Our experienced real estate content writers are the best on the block for delivering winning real estate content writing.