If you can help them understand this confusing and stressful process, your agency could be their first port of call when contemplating a house move.
Writing blogs inviting reader input is a good way of boosting your brand and increasing traffic to your site and social accounts.
A good blog is one of the best ways to put your expertise at the disposal of buyers, vendors, landlords and tenants. Write blogs packed with good, useful and shareable content and you won’t just drive traffic to your website – you’ll be seen as an authority, putting your brand on customers’ radar and improving your search rankings with Google.
Get ready, get ahead
Starting your blog is exciting, as website clicks and social media followers mount up, but what happens when the novelty wears off; you run out of topics and it starts to feel like a chore?
The answer is to be prepared, with plenty of ideas ready at hand. It’s worth having a planner – a spreadsheet where you programme your blog topics over the coming months. If you’re stuck for inspiration, we’ve identified five distinct blog post types that really make an impact:
1 The local influencer post
This post positions you as a local authority. Think blogging on anything that would influence people considering relocation: top restaurants, bars, shopping streets or parks, its history or easy day trips. Talk about schools, how to get a place, crime stats or commuter options. If you’re name-checking local businesses, let them know so they can share your blog through their own channels.
2 The handy checklist
Checklists are brilliant because they are so helpful as well as being a quick, easy read and something people will bookmark and return to, keeping your business front-of-mind. Create checklists for buyers, sellers, landlords, tenants: moving day, buying for the first time, revamping your kitchen or what to do if you’re thinking of letting your home. Give the checklist life beyond the blog by creating a PDF, which customers can download/print with your branding and contact details.
3 The one that creates a buzz
Get people talking, think celebrity house moves, lavish homes or a local take on a topical issue. Commission a piece from a famous guest blogger or interview a local expert on anything from avoiding cybercrime to using smart tech to make your home more sellable. Don’t underestimate the impact of a powerful image or great video in creating a buzz. Lists work well in this type of post too – top properties in historic buildings or five homes with garden rooms, for example.
4 The one that shares your knowledge
Think about topics that really nail down the buying, selling and letting process – particularly for the uninitiated. Lists of FAQs do this in a very clear and readable way. If you’re struggling for topics, think about the questions which customers ask you again and again – what happens at exchange and completion, which offer to accept or the best ways to stage a home to sell. There’s no need to confine your blog topics to services you provide directly. Writing about any subjects, loosely related to real estate, can help you reach your target audience and boost your credibility. Examples include how to get mortgage, why you should use a surveyor or the conveyancing process.
5 The customer-engaging blog
Writing blogs which invite reader input are a good way of boosting your brand exposure and increasing traffic to your site and social accounts. If you’re writing about attractions, ask for views on the ground and include them in your blogs. You could share your testimonials or give people a better understanding of the buying and selling process with ‘day in the life’ posts from your staff. Data from Facebook or Twitter polls can be used as the basis for posts too.
These blog topic ideas have worked for us and our clients but remember that the digital marketing the world never stands still – you need to keep an eye out for fresh ideas at all times. So, if you see a piece of content that works, estate agency-related or not, think about whether it could be adapted to your business, and put it down on your planner!
Need help? Go to www.artdivision.co.uk