Many real estate agents have begun to realize the immense benefits that content marketing offers such as:
- Increased website traffic
- High quality lead generation and
- Improved search engine rankings
Even though content marketing provides agents with these benefits; one of the many reasons why some agents have not yet adopted it as part of their marketing strategy is because it takes a long time to yield results.
Creating high quality content takes time, promoting that content to generate traffic that can be converted into leads takes an even longer time. However, regardless of how long it takes to yield results; there are some mistakes that real estate agents make that make the process even longer and make the results mediocre.
Blogging inconsistently (or not Blogging at all)
Real estate blogging is your best and primary source of free and prequalified traffic that can help you achieve your marketing goals.
Some of the benefits of real estate blogging include:
- Boosts your websites search engine rankings
- Drive qualified traffic to your site
- Convert visitors into leads
- Helps you build trust with prospects and establishes you as an expert in the real estate industry.
Even with all these benefits, some agents are either not blogging at all or blogging inconsistently.
Pro Tip: Blog at least twice a week for better results
Neglecting Local SEO
One big mistake we see many real estate agents make is not focusing on their local market enough. As a matter of fact, a large number of real estate agents didn’t include local SEO into their content marketing strategy.
Quick tips on local SEO for real estate agents:
- One of the best ways to outrank large real estate agencies and other competitions is to signal to Google that your website is about real estate in a particular area
- By using Google Keyword Planner; search for and make a list of relevant keywords you can use for your local SEO
- Optimize each content you produce to incorporate these keywords
Pro Tip: By focusing on your local market, you will get highly qualified leads unlike general SEO
Not Mapping Content to Buyer’s Journey
Most real estate agents assume – or hope – that everybody that comes to their website and reads their articles are ready to do business with them. And as a result many agents create content that only deals with the closing process i.e the last stage of the buyer’s journey (purchasing)
This assumption is wrong for two reasons; the first being that not everyone that visits your site is ready to do business with you and secondly many prospects use the internet to source for information and they’re probably on your blog looking for information.
Here are some sample topics that cover every part of a buyer’s journey:
- First-time homebuyer information
- General info about your area and its neighborhood
- Investment opportunities
- Market trends and updates
- Buyer/seller guides
Pro Tip: Diversify your content to cover every angle and cater to a wide range of audiences regardless of where they are in the buying cycle.
What content marketing mistakes have you noticed other real estate agents making that we didn’t cover in this post? Share your thoughts with us in the comments section; we’d love to hear from you.