Real estate blogging is huge nowadays, but sometimes it can get a little confusing. What metrics should be measuring is often a headache when you’re concentrating on writing text for your blog. We’re here to tell you about the top 3 metrics you’ve probably missed out along the way, so fear no more.
If you put out top-notch content you’ll likely drive referrals and capture leads. With this in mind, you’ll want your online profile to be just as engaging as you are in real life. Content should engage and convert visitors into clients, by measuring the following three factors alongside classic metrics such as site traffic, shares and likes.
1) Keyword effectiveness
The best and most effective online leads are those where your exact skill set and specialisation is needed. In order to reach these leads, you’ll want to include relevant key words that are linked to your real estate specialisation. These should appear in your profile.
Including keywords in such a way will push your profile to the top of related search results, which will ultimately help people with an invested interest find you with ease. The exact words used will depend on your skill set, specialisation and target market.
If you really hit the keywords right, you’ll end up near the top of search queries for ‘long tail’ keyword phrases, which have several levels of specificity – i.e. “foreclosure sales in Sydney” or “land sales in Canberra”.
Make sure you measure the effectiveness of each of your keywords, by using tools such as Google Keyword Planner or the popular, Google Trends.
2) Measure content longevity
In social media terms, the average half-life of a link is a measly 3 hours. This means that half of the people who are likely to see the article, will do so within the first 3 hours of it being posted. If you want to generate leads however, you need to ensure your links last much longer.
Rewriting your profile will likely only happen every few years, but in order to keep generating leads you’ll need to keep your content fresh and perennial.
To do this, you should avoid relative dates – i.e. ‘three years in my current position’ or ’20 years of experience’. This puts an expiration date on your profile. If you open up with things like “started in 2015”, it doesn’t place a numerical limit immediately.
Continually share your profile to keep traffic high. Make sure you link to your profile on social media, sending it to people who ask questions about your experience. Post it around in professional groups and comment with the link for online referrals.
You can keep track of these stats with the likes of Google Analytics, or other similar online tools.
3) Cost effective content marketing
What do we mean by ROI? It stands for Return On Investment, and in content marketing terms it is a major issue for thousands of businesses. Half of all customers will look at 3 to 5 pieces of content before deciding to make a purchase. You will want to identify the most effective piece of content, but it isn’t always a straightforward task.
You’ll want to find out which pieces of content are worth ploughing time and money into -i.e. which ones are generating the most referrals and returns for your company? Trace these leads back to specific pieces of content by asking customers, having clients fill out surveys or by using analytics tools such as Google Analytics.
The bottom line is you really can’t have too much data when it comes to real estate. The analytics data is crucial in online real estate content. Make sure you hone your inbound marketing strategy by measuring the effectiveness of keywords, longevity of content and cost effectiveness.
Now that you know what else to look out for, don’t forget to keep on top of the website traffic, share and like statistics.