If you are a realtor who plans to produce and publish blog articles consistently, you must invest some thought into the planning of those articles.

It’s important to remember that no matter how carefully you plan out your content, it will not do any good if your potential clients can’t relate to it. Creating content that fails to inspire or educate your prospective clients will likely not result in the client contacting your real estate agency.

The following are five things to consider before you publish the next blog post for your real estate agency:

1. Does this post have purpose for my potential clients?

There are realtors that publish content that interests them, instead of content that will attract and benefit potential clients. Though such writing on topics that the real estate agents finds interesting is more entertaining for the real estate agency staff, it will not fulfill its purpose of connecting and engaging with the prospective clients.

An article can be fascinating to you, but if it doesn’t capture the attention of your potential clients, then the time and investment you put into producing the content will not benefit your real estate agency.

Your content must leave a meaningful impact on the prospective client. Does it educate the potential client in some way? Does it inspire a potential client to contact you? Does it help a potential client find answers to their real estate issues? Does it offer a solution to a real issue a client may be having? For example, a realtor specializing in new home sales may write an article about “The Pros and Cons of Buying a New or Manufactured Homes.

Writing content like this is informational and educational for both your existing and potential clients. It satisfies the needs of your clients to be informed. If your blog post’s topic is targeted and specific, then it is more likely to translate into new clients for your real estate agency.

Creating content with the express purpose of providing value to your potential clients is the foundation of an effective content marketing strategy for real estate agencies.

2. Will the Right Prospective Clients Read My Blog Post?

Writing broad and generic content is not advisable, because it can’t possible address specific issues and provide enough usefulness to your readers. Broadly-written and non-specific blog posts fail to increase the appropriate qualified web traffic from that will benefit your real estate agency.

Traffic for the sake of traffic is valueless. The number of visitors landing on your website does not equal the number of actual qualified new clients for your real estate agency. Therefore, you shouldn’t write blog posts aimed at just to increase traffic, but instead write to attract your ideal client.

Take a while to consider who your ideal prospective client would be. Creating Client Personas in order to target the appropriate audiences for your web content is very beneficial to real estate agencies’ marketing plans.

3. Am I Including Images or Infographics With My Real Estate Aency Blog Post?

Images can either be beneficial or detrimental to the success of your written content. Choosing irrelevant images can be very confusing and may even divert the client’s attention elsewhere. However, if used appropriately, the image can serve as an alternative medium of information for your client. In such times, the effect of your post on the client is enhanced beyond the text by the image.

Images can make complex topics more digestible for the client, allowing for a greater impact. Images also have the potential to visualize data that would otherwise be very challenging to exemplify through text, allowing greater depth in the topic.

Take for example the blog post mentioned earlier: “The Pros and Cons of Buying a New or Manufactured Homes”” You can possibly describe questions that a possible client has about the differences and benefits of “new” homes and manufactured homes.  A high-quality infographic can illustrate the differences and similarities, helping explain this real estate blog topic much more quickly and efficiently. Because of the infographic, the client will not forget about your post very easily.

Usually, website visitors just skim through the page for the information needed. They do not want to spend too much time. Having choices available for your potential client is always great. If they can trust you to deliver content in various mediums, they would be much more likely to connect with you through the content. This practice also allows potential clients to engage with you in the means they find most comfortable, which further builds trust.

4. What are Competing Real Estate Agencies Writing About?

Frequently, reading the work of people who both influence and challenge us can be helpful in creating more high-quality content. Don’t click “publish” on your real estate agency’s next article until you Google the subject you were writing about to see what your competition is publishing on the same topic. What are your views about what they think? Is the article lacking in sufficiently educating a prospective client? This is an opportunity for you to produce content that excels over the deficient competitors’ content to attract new prospective clients. It is very important that you capitalize on this opportunity; a prospective client will almost always choose a more informed realtor over one that is lacking in information.

5. Am I Optimizing the Titles and Sub-Headers of My Real Estate Blog Post?

Usually, search engines like to scan over the content. They are searching for the pearl of wisdom that will aid in its conclusion-making. Writing headlines that hook your client’s attention and writing sub-headers that inform your reader of what to expect to learn from the content is very important. This allows for the client to effortlessly identify the information needed. If you can grab their attention, they will choose to read more of your real estate blog. Educational, optimized headlines and sub-headers allow the search engine to assess the relevance of your content to a search. This enables your user to determine, in a few seconds, whether to continue reading.

Does Your Real Estate Agency Need Content?

AdInfusion Can Help.

To draw the appropriate web traffic to your website in order to convert them into potential clients, you need strategic content marketing for real estate agencies. Whether your real estate agency requires an entire website and content to support it or just supplementary content to add to your existing site, AdInfusion can help. From striking evergreen pages to blog content to digital marketing assets like ebooks and email newsletter, our content marketing development is here to deliver.

Contact us today to discuss our content creation services and how we can help expand your real estate agency.