Blogging is often thought of as an easy way to generate new real estate leads. However, when faced with the logistics of putting words on the web - and getting potential clients to read them - many agents find that they aren’t sure where to start.
To help clarify things a bit, we’ve put together a list of 5 ways to generate new real estate leads through blogging. Following these tips consistently will help you grow both your readership and your client database.
1. Create Great Content
It may sound simple, but creating great content is the way to ensure that your blog becomes a trusted resource potential clients will return to time and time again. Having solid content published under your name will also help position you as an industry expert, who seems credible and capable of assisting clients during their home search.
As for what constitutes great content, focus on creating pieces that are informative, original, and easily readable. Aim to put out the types of posts that you would find helpful, if you were looking to enter the real estate market. Be sure to provide sources for facts or figures and always remember to check for spelling and grammar errors before posting.
2. Update Frequently and Be Relevant
There’s nothing worse than stumbling upon a blog that was abandoned. It makes a brand appear defunct or at the very least behind the times. Blogging is a commitment, so when you start posting, make sure you’re certain you can keep it up for the long haul. Decide upon a reasonable number of times to post per week and schedule those times in your calendar to help keep yourself accountable.
Another consideration to bear in mind is that, in addition to being regular, your posts should always be relevant to your brand. After all, you want the blog to be thought of as a resource for real estate information rather than a personal page. Topics like industry news, buying and selling how-to’s, home decor suggestions, and mortgage tips are great places to start.
3. Collect Information with Opt-In Forms
Once you’ve started creating content, you may wonder how exactly to turn your readers into clients. The answer is through an opt-in form.
Opt-in forms are small boxes that allow readers to input their name and contact information in exchange for receiving additional information from the blog, usually something like a subscription to the blogger’s email newsletter. Ideally, an opt-in form will create a sense of exclusivity in order to encourage readers to join in.
Once the reader submits his or her contact information into the opt-in form, consent has been given for you to add it to your database or real estate CRM. You may then use that information in future marketing campaigns.
4. Offer A Lead Magnet
Many bloggers find that they can increase conversion rates on their opt-in forms by offering the additional incentive of a lead magnet. Lead magnets are a free product, such as an e-book or some worksheets, that readers can download in exchange for giving out their contact information.
The key to a successful lead magnet is to offer something that is truly of value. It should be a product that readers would feasibly pay for, if need be. As you think about possible offerings, consider what that will be useful to potential clients, regardless of whether they may be a buyer or seller, in order to increase its appeal.
5. Show Up In Search Results
One final tip for generating real estate leads through blogging is to ensure that your blog shows up at the top of search results. This will help you generate new readers in the form of those who may stumble across your blog when looking up answers to their real estate queries.
The way to do that is through a process called search engine optimization, which is often abbreviated as SEO. There are many things you can do to improve your blog from an SEO standpoint, including: using focus keywords - or search terms - throughout each post, adding internal links into each post, and creating a sitemap.
However, successful SEO can be a bit complex, so be sure to do your research before overhauling any posts. It may also be helpful to take a course on the subject in order to give yourself foundational knowledge or even to hire a consulting firm that specializes in helping bloggers grow their numbers.
When done well, blogging can be a consistent source of real leads. After all, successful posts often get clicks for years after they were originally published. If you are considering starting a blog or have one and don’t know how to get it to take off, use the tips above as guidelines to get the greatest value from your posts.