I’ve written quite a bit in this blog about how important your company’s blog is and how it can be the most effective tool (next to, perhaps, email) for increasing conversions. The problem is that it works in the opposite direction, too. A blog that is of poor quality or doesn’t appeal to the target audience for any reason is going to repel, rather than attract, new business.
This is no less true in the realm of real estate content marketing. One of the toughest demos in the real estate industry to crack is renters. The problem with renters is that they’re usually not long-term readers. They pay attention to your content until they find a place to rent, and then their interest in the niche virtually disappears. After all, no one is going to keep reading articles about things like “how to use references as leverage with a new landlord” once they’ve secured the space.
This brings with it a dilemma. If readership and engagement in this niche are that volatile, then why bother? Aren’t there better topics to tackle in real estate blog content than renting? The reason my answer is “yes” (aside from the fact that I have copywriting services to promote) is that all targeted content has the potential to boost SEO. It’s not about keeping readers after they find a place to rent. It’s about ensuring that new readers can easily find your content.
If you’ve followed this blog at all, you know that SEO comes in many forms and all of them matter. I’d like to look at four things right now that real estate bloggers do to turn off readers and sabotage SEO. If you can identify with more than one or two of these issues, you could probably use some help with your blog on a professional copywriting level. More on that shortly …
1. Your Layout Looks ‘Expensive’
It is definitely important that your blog looks good. The question is: “Looks good to whom?” Most real estate agencies go with layouts that they think communicate professionalism but really communicate, “Yeah, you really can’t afford this.”
The blog layout should be in congruence with the target client. Polished professional photos and fancy fonts won’t impress a recent college grad who is looking for affordable digs. This is one instance when “professional quality” isn’t always the best choice. Smartphone videos and pictures have more appeal to the potential renter because they show an unfiltered view of the property.
Consider using snapshots with witty captions instead of studio-grade portraits of a refrigerator. The latter won’t impress anyone, but the former just might make them laugh. An entertained audience keeps reading. They also like and share more content.
2. You Aren’t Making Adequate Use of Long-Form or LSI Keywords
Using long-form and LSI keywords is critical for quickly boosting SEO and helping people find your content. Long-form keywords help people find specific listings in specific places. LSI (Latent Semantic Indexing) keywords help people find things within a listing.
You want people searching for “studio apartments in Denver” (not “studio apartments Denver,” please …) to also be able to discover specific information about available units and properties. The long-form keyword here involves the location. An LSI keyword helps spotlight things like unit-specific features or property amenities. It’s the difference between “studio apartments in Denver” and “studio apartments in Denver with on-site laundry.”
The more descriptive your blog and meta content are, the better the chances are that renters who are looking for specific types of apartments (with specific features and amenities) will be able to find your content. Look over some of your past blogs and evaluate how well you’ve used LSI keywords in the past. The words used and the way they are used will determine how well the content ranks.
3. You’re Writing Posts as if You’re the One Who’ll Be Reading Them
Who is going to be reading your blog posts? It’s a valid question considering how so many real estate blogs read like they were written for other agents. Another big obstacle to a blog’s success is when it is written in a way that would appeal more to the writer than the reader. Technical details and industry language can send even serious commercial renters running to the competition.
Consider who the ideal target is for every specific post and write to that audience. Research not just keywords for every article, but also some of the likes, needs, and interests of the target reader. Incorporate things that lend familiarity to the messaging. This demonstrates that you understand the target renter. It is also a good use of LSI keywords.
4. You’re Treating Your Blog Like a Property Listing
If you’re wondering if I think it’s a good idea to devote entire blog posts to specific properties, the answer is “no” nearly 100 percent of the time. Unless it has historical or other types of significance that would be of interest to a reader looking to rent it, with all due respect, who cares?
However, this is how way too many of your competitors manage their blogs, and that is actually really good news for you. So, how do you attract renters to specific properties? Again, it has to do with managing keywords and making the effort to understand and identify the wants and needs of the target reader.
Content about an area that includes keyword phrases about property types and amenities is much more effective than content that tries to sell the property first. Instead of talking about two-bedroom apartments within walking distance of shopping or nightlife, try blogging about quaint shops and stores or popular night spots with a mention of available housing (with relevant details included) nearby.
Call in the Pros
Now that we’ve outlined the problem, what’s the solution? Most busy professionals just don’t have time to create the kind of content I’m describing, which is why services like BeezContent exist. We work with writers who have expertise both in their preferred subject areas and in the latest SEO trends. If you need help launching or rebooting a real estate blog, contact us to discuss your project today.
