Thursday, November 15, 2018

At the risk of sounding cliched, content is even more of a king now than when Sumner Redstone coined the “Content is King” mantra.

Gone are those days when a 100-word post, unartfully packed with keywords and links, ranks anywhere near Google’s first-page search results.

It’s not merely content that is king, it’s quality content. Writing for the reader and not the search engine, with relevant, valuable and shareable content is today’s challenge.

If you struggle with content creation, read on.

Determine a content strategy

Your content strategy is best determined by first figuring out your goal in writing it. Sure, we all hope to generate leads with content, but go deeper than that. Are you looking to close more deals, build a referral base or maybe set yourself apart as a niche expert?

Once you’ve nailed your ultimate goal, you’ll need to figure out your target audience or audiences. Creating personas helps you narrow down your audience and helps you provide more relevant and, thus, valuable content.

Need help? Hubspot.com has available, Make My Persona, as a fun tool to help you build your target audience’s persona.

All of your content must be appropriate and of value to this audience. Kelton Ried at Coppyblogger.com calls this an “audience-first mentality.” He goes on to suggest that “Without a deeper understanding of the needs, hopes, desires, and dreams of your audience, you’re doomed to turn them away.”

You have your goal in mind and you know who to target, so let’s get started creating a content strategy action plan.

Creating content to help you meet your goal

If you’ve taken our advice and you are clear on your target audience’s persona, you’ll find that writing becomes a whole lot easier.

If you specialize in a niche, writing content is even easier. An agent who specializes in military relocation, for instance, has an endless number of topics to write about. The same holds true for condo, ranch, waterfront, and luxury real estate specialists.

Generalists, on the other hand, just need to keep the focus on what type of information is valuable to their target audience. Buyers naturally want to know about mortgage rate changes, how to get a mortgage, the mortgage process broken down into layperson’s terms, information on the area’s neighborhoods and, of course, they want to see listings.

TIP: Ask the pros in other industries to write guest posts. This might include your home inspector, favorite title company representative, and lender. Hang on to these for those days when you’re too busy or too writer-blocked to come up with a post.

Make your content work hard

Content should act as a magnet to draw people to your website and it can’t do that if you don’t promote it. The best place to do that is on social media.

Remember, posting a piece of content to your website isn’t the end of that piece. Push it out on social media.

Since most social media platforms are visually oriented, repurpose your content into quick, easy to read infographics. The most commonly shared post on Facebook, by the way, is an image.

Whatever you post, ensure that it grabs the eye – use Canva.com or a graphics program to create compelling photos.

Create a content schedule

 Ask any SEO specialist how often to post content and you’ll get a ton of different responses.

We think it’s important to come up with a posting schedule that meshes with your business schedule. Sure, you can promise yourself that you’ll write and post content three times a week, but if you don’t have an assistant or you get busy, the posts won’t get written, posted or promoted.

The best time of day to post and promote your content is another hotly contested issue. Many of the big SEO pros we follow to claim that mid-day or lunchtime is ideal.

The name of the game when considering a content schedule is to bite off just enough that you can chew and stick to it. Consistently.

Start by writing some content centered around the Free Report, “How to CHOP $24,000 & 4 Years OFF Your Mortgage”. Order 100 of this Free Report today to have on hand for requests.  

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you STILL CRUSH IT in 2018!

1. Become a Listing Legend Free eBook.

Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

2. The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!

how to get hyper-local with your real estate blog posts
Rank Higher in Search & Get More Traffic

Ok, are you ready for the “duh” remark of the year?

Real estate is local.

Sure, it’s a well-known fact, but reading through some agents’ websites and blog posts, it seems as if many in the industry have forgotten this fact.

If you hope to compete against the “big guns” to reach the first page of Google, you need to get hyper-local. And, we happen to have three easy tips to get you started.

 Help out your SEO with local titles

We recently read an article about SEO on a website that sells IDX sites to agents. The author suggested teasing your blog posts on your homepage – adding snippets of several to get folks to hop over to your blog to read more.

Good suggestion. The example he showed, however, included titles such as “When is the right time to sell?” and “6 tips for first-time homebuyers.”

Really? Not only are neither of these titles compelling, they lack a local focus. At the very least the agent should have included the name of her town in the titles: “When is the right time to sell your Anytown condo?” “6 tips for first-time homebuyers in Anytown.”Neighborhood Update Agent update Homes for sale and sold

Don’t just toss out national statistics

Here’s an example of a recent post we read on an agent’s site about spring home maintenance.

“This time of year tends to have more rainfall than any other season. Did you know that for every one-inch of rainfall on a 1,000 square foot roof, you will collect 600 gallons of water? That is why so many homeowners across the U.S. have chosen to install rain barrels to take advantage of this great resource and use it for their landscaping.”

Although there’s some great information in this post, the agent has blown the perfect opportunity to stand out by offering hyper-local information. There is nothing in that passage that speaks to the reader who lives in this guy’s market.

Don’t just grab and use national statistics; take some extra time to localize them to your area. For example, the aforementioned agent works in the Rochester, NY area. He would serve his readers so much better had he taken an additional five minutes to research his local area’s rainfall average.

We did, and we learned that Rochester gets about 11.5 inches of rain each spring, on average. So, the new and improved section would read:

“Get ready to take advantage of those spring showers. Did you know that every 1-inch of rainfall on a 1,000 square-foot roof results in 600 gallons of water? Here in Rochester, with our average 11.5 inches of rain in the spring, that means you could collect 6,900 gallons of water each spring.

Smart homeowners across Rochester are realizing this and installing rain barrels to tap into this amazing, free resource to use on their landscaping. You can purchase your barrels at Joe’s Hardware (123 Main St.), Home Depot (3000 No Name Ave.) and even online at Amazon.com.”

Not only did we localize the statistics, but we added local places to buy the rain barrels. His readers won’t find that information on Zillow.

Photos matter too

The occasional stock image on your site is fine, but when it’s completely filled with them, and little local photography, your site becomes anonymous. Even if you take the photos yourself, use as many easily-identified landmarks as possible.

Then, ensure that the images are optimized with ALT attributes for local search. Describe what the image is and “include relevant keywords,” suggests Shane Barker at BrightLocal.

“For local SEO, you should include the city/locality/region you’re targeting when creating the ALT attributes,” he continues. Here’s an example of what Barker is referring to:

img alt=”Anytown Mulberry Hill Homes for Sale”

Just as real estate is local, so goes search, at least if you hope to rank in the search engines. The more local you get on your site, the better your chances.Free Report agent opt in tool.

Another way to serve the traffic landing on your Blog is to offer a Free Report such as, 5 Facts That Drive a Successful Home Sale”  in exchange for their email address.
Order this Report today so you have some on hand for open houses, listing presentations and more.
Stand out from the crowd and show them YOU’RE the expert!

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 2 free ways we can help you CRUSH IT in 2018!

1.  The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

Also…check out these cool tools 

Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero (BTW, you also get a $25 Gift Card too, now that’s what I’m talking about)!