How real estate agents can create engaging content for the blog section of their website

It’s not every day an average person looks for a real estate agent. But when they do, agents need to have an established, engaging online presence to win their business.

Why? Because potential clients will likely research you (and rival agents) by visiting your websites. The better your online presence, the more professional and knowledgeable you’ll look, and the more likely those clients will be to choose you over your rivals.

So how do you create an engaging online presence? One way is to regularly publish great blog content.

You only need to know two things – who your client is and what they want to find in your blog.

Who is your client?

Vendors, like properties, come in many different flavours.

To create engaging content for your website, you need to decide what type of person you’re writing for. If you think of your blog as a letter from you to your client, not only will you be able to come up with the content more easily, but you’ll also enjoy writing the blog more.

Once you’ve decided who you’re writing for, you need to write in a style that resonates with them. How? Firstly, use their language. Secondly, talk about their dreams and pain points in a way that infers you know and care.

Use their language

People don’t like reading business jargon. Terms like ‘STCA’ and ‘stock levels’ are likely to confuse potential vendors, and make them even more anxious about an already complicated process. So, instead, ‘translate’ real estate terms into everyday language. That way, your clients won’t feel ignorant, but, rather, confident in the process.

Talk about their dreams and pain points

Based on experience, you know what a typical vendor hopes for during the sales process and also what problems they’re trying to avoid. Use your blog to engage with them about these hopes and dreams. Describe the process in language they understand. Prepare them for the unexpected outcomes they wouldn’t have considered because they don’t list their property every day.

Don’t waste the chance to impress potential clients

If you follow this advice, you’ll impress potential clients who secretly visit your website as part of their research process. When they read your blog, they’ll think of you as a trusted authority figure who can guide them through what might be the most significant transaction of their lives. That, in turn, will make them more likely to contact you.

A blog is often the first real chance a real estate agent gets to impress potential clients. Don’t waste the opportunity.

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Nick Bendel

Nick Bendel is the Director of Hunter & Scribe, a copywriting / content marketing agency that writes blogs and other content for real estate agents.