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3 Annoying Reasons Your Real Estate Content Marketing Will Definitely Fail

By Sarah Layton
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3 Annoying Reasons Your Real Estate Content Marketing Will Definitely Fail

Content marketing has been the sole focus of most major companies, worldwide, for the last decade. However, the real estate industry is limping behind and suffering the consequences.

Why?

Perhaps because real estate agents are impatient for instant results and content marketing usually takes between 12-24 months before the real results pile in.

Or maybe because many real estate agents actually hate to write.

It could also be because those real estate agents that actually understand the overwhelming value of content marketing, don’t understand how to execute it in a lucrative way.

Regardless, I am beyond excited for those of you that are willing to invest in content marketing for your real estate business and understand that the long-term payouts it offers far supercede anything else you could do in terms of marketing.

That brings me to the purpose of today’s post. If you are willing to invest in creating real estate content, I want you to be successful with it! Fuck, my skin crawls with desperation for all of you to be successful with content marketing.

The three pitfalls I am including in this post are just three of many. However, if you can manage to side-step these three, you will be well on your way to crushing it with content.

Before we dive in, I need you to do me two MAJOR favors:

  1. Subscribe, like, or share this for me

  2. Get insanely patient about results. The timeline I mentioned above is no joke. The payouts for patience though, are shocking!

It Isn’t Original

Stop taking the easy way out.

You can’t post other’s content to your blog or website and expect ANYTHING remotely positive to happen.

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As a matter of fact, here are a few excrutiating reprecutions that you could face if you post other’s content on your real estate blog or website:

  • Search engines will punish you by pushing you down

  • Search engines will actually banish you from showing up in search results - EVER AGAIN

  • You can be sued

  • You will lose the respect of the people you’re trying to impress as being an expert.

I want to take an extra second to talk about that last point before I explain the others because it is the one I am the most passionate about. Just indulge me okay?

In fact, I feel a rant coming on...

The first point of having a real estate blog, is to show people how much you know. You’re proving how much of an expert you are about local real estate. You’re trying to earn your reader’s trust by establishing credibility.

So riddle me this one: why would you post content that someone else published?! It’s as though you’re telling people “I don’t know much about this, but read what this other guy has to say about it”.

Ummmmmm...WHAT!?!?!?!

Why the fuck would you do that?!?!

Now, most people have no idea that by publishing other’s content that they are severely damaging their SEO. In fact, there are a lot of companies out there selling generic blog posts for next to nothing to agents and brokers that are counting on you not knowing the fact that they will hurt you.

The only kind of real estate content that will improve your search engine ranking is original real estate content.

It Isn’t Valuable

One of the main reasons that anyone even uses the internet is to learn something. The other main reason is for entertainment. So what does that tell you?

If you aren’t putting out content that is educational, entertaining, or both, nobody will give you the time of day.

There is a lot of competition out there. Many of your competitors are creating top-notch real estate content that people actually look forward to reading.

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If you want to steal and secure the attention of the people you want to sell to, you have no choice but to create content that is valuable on a competitive level.

If you have been pumping out real estate blog articles for a year or more, but have had disappointing results or returns, you probably need to take a hard look at the content itself.

Put yourself in their shoes, if you were your ideal client, would you want to subscribe to that blog. Furthermore, would you enjoy the blog so much that you would be compelled to hire you to buy and sell real estate?

The best way to get people engaged with you and your content is to give them what they want.

Teach them what they want to learn, make it enjoyable, and guilt them into hiring you by always giving more to them than you ever expect in return.

It Isn’t Smart

Okay so this is probably the most annoying reason of all three because it requires more work, knowledge, and expertise than the first two.

In order for your real estate content to work, it needs to be smart! Like, super smart.

What do I mean by that? Well, for starters, you need to incorporate both SEO and psychology at a very high level.

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Each piece plays its own role in getting you business. Here’s how it breaks down:

SEO

Search engine optimization, or SEO, is the process of optimizing your content for specific searches in order to have your website or content to get priority in search results.

As many of you already know, there are entire companies that do nothing by SEO, for a ton of money I might add. You see, in order to maintain trust and credibility, search engines like Google, are constantly changing and increasing their standards in order to feature the best content in search results.

How does that affect you?

In every way!

Since NAR reports that more than 80% of all real estate transactions in the U.S. begin with an online search, you need to get your content to the top of Google. In order to get your real estate website to the top of Google, you need to optimize your real estate content.

While the rules and algorithms that search engines use to rank data change on an average of 1.5 times per day, there are certain rules that barely every change.

As you plan and create your real estate content, you need to incorporate the following SEO basics:

  • Long-tail keywords

  • Meta tags, titles and descriptions

  • Headings that include keywords

  • Use your keyword in the first sentence and paragraph

  • Use images, videos, and audio that are coded with keywords

There is so much more to SEO than those brief bullet points, but all of those will make a significant impact on your ranking in the search results.

Psychology

Honestly, this is the part that sets me so far apart from every other real estate writer out there.

Once you get people to your real estate website or blog, you need to convert them, or at least collect their information so you can continue to warm them as a lead.

Regular, generic real estate copy is capable, but weak at accomplishing this goal.

If you really want to get conversions or get your readers to take action, you have to manipulate them using psychology.

The most effective writing incorporates a lot of psychological practices and neuro-linguistic programming (NLP) in order to manipulate the reader without them even being aware of it.

Honestly, I use it on you guys all the time and I can attest to the fact that it works like a charm.

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In order for it to work, the reader really can’t be aware of what’s happening at all.

If you would like to learn how to use more psychology in your writing, I address it in my Competitive Edge Content Creation Course. Incorporating this type of psychology into your marketing materials and real estate content can dramatically improve your conversion rates and form a stronger bond with your followers.

However, if you are like most real estate agents, you don’t have the extra time to spare, or the interest, in studying psychology and NLP just to become a better marketer, which is why you should hire someone like me to tackle it all for you.

Need Help Creating Real Estate Content That Converts?

Content marketing is far and away one of the best investments you could ever make in your business and could pay you millions in returns.

However, in order for you to make millions from your real estate blog and content marketing, you have to be an expert in the execution.

If you are frustrated with all that there is to learn, click here to book a free strategy call with me to start getting more leads from your real estate content.