15 years ago, simply having a website for your real estate agency was enough to garner traffic. However, in 2018, that couldn’t be further from the case.
No longer is it simply about website hits – it’s about discovery, engagement and re-engagement, and this is achieved with your content.
If you can set down a quality content marketing strategy, you’ll get visitors to take notice of your site, engage with the content on your pages, and learn to trust you as an industry authority. Eventually, you’ll build that trust to the point where they’re ready to get in touch with you and pay you for your services.
That’s the end goal. The starting goal is developing original content to boost your search engine rankings and set yourself apart from the hordes of other real estate agencies also fighting for leads. As a result, learning how to create this type of high-quality content is absolutely key to finding success with online real estate marketing. Read on to find out more.
What is Original Content?
On a basic level, original content is content that you’ve created yourself. However, that doesn’t mean you’ve got to reinvent sliced bread, or put forward revolutionary ideas for your market. Original content can simply represent your stance on something else that’s been published, such as an old topic from a fresh perspective, a comparison of two different information sources, etc.
Your original content should tie in closely with your brand strategy. It’s going to be written in a particular voice and style which you can keep the same across your different channels and websites. This will help your audience to work out what’s original and what isn’t.
What Isn’t Original Content?
While it’s absolutely okay to use other information online to create your own real estate content, it’s by no means acceptable to simply copy and paste their work and put your name on it. Even if you make alterations here and there, the bulk of the work has been produced by someone else. You can by all means use the ideas, facts and statistics of others, but you need to give them credit for it.
Why Should You Use Original Content?
Google Is Wise to Copycat Tactics
Good search engine rankings are the key to your online success, and if you’re publishing plagiarised or unoriginal content, Google will figure it out. If you don’t get hit with the ban hammer, you could still run the risk of having your page de-ranked. This will have a crippling effect on your organic lead generation.
You’ll Rank Higher
Conversely, if you do post original content on your website, Google will reward you. On top of this, original content is often higher quality, and therefore more likely to be shared by your followers and website visitors. This, in turn, will help you to build your brand authority.
How to Write Original Content
Think About Your Audience
Who are they? Each time you write a piece of content, you need to think about the end reader. Consider what’s important to them, whether you’re using the right language, and whether they’ll find the information useful. If you want to maximise the effectiveness of your content, understanding your audience is essential.
Rely on Client Data
When working out your audience, much of the information you’ll need will be found in the data of your past and current clients. If you’ve been collecting data on your client base, put it to good use. If not, look for data in future such as:
- Buying habits
Give it Your Own Spin
As mentioned before, you don’t have to produce revolutionary ideas about real estate in your content – but that doesn’t mean you can’t still put your own spin on it! Share your perspective with your audience and give them your thoughts on current events or any relevant topics.
Use Creative Storytelling
There’s nothing more engaging than a good story, and if you can spin one into your content, you’ll be able to reel your audience in and keep them coming back for more. So, find a way to put yourself in your audience’s shoes and position your content in a way that’ll grab their attention.