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How To Blog About Your Listings To Impress Both Buyers & Sellers

By Sarah Layton

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It is no secret that you need to have a serious web presence to attract the 98% of homebuyers looking online for their future home and their real estate agent.

However, beyond the standard listing description that you post to the MLS or your social media, did you know that you could leverage your listings into a bigger, better web presence by turning them into full-blown blog posts?

Yup, more and more real estate agents have realized that blogging about listings is a powerful way to:

  • Get more attention to listings you have or want to promote & sell

  • Improve your real estate website’s SEO

  • Impress the pants off your sellers

  • Increase the value of your real estate website

But just like anything, there is a right way and a wrong way to blog about your listings. So to clear up any confusion you may have about the best way to get results from blogging about your listings, I’m sharing my tips for making the most of every post.

Sell The Lifestyle

One of the most common mistakes that I see real estate agents making with their listing descriptions (aside from the cliches) is that they write all of the listing details out in sentence form rather than really showcasing the lifestyle that comes with the home.

No matter how small, large, fancy, or simple a house is, it provides for some type of lifestyle. It is your job as the listing agent to help potential buyers understand all of the lifestyle benefits that come along with owning any particular property.

Use the best features of each listing to talk about how they can enhance someone’s life. For example, if there is a patio in the backyard with a nice view, paint a picture of sitting out back and unwinding with a glass of wine after stressful days at the office.

Highlight The Neighborhood

The listing itself is not the only impactful portion of the listing. You must also consider the location of each listing and draw out the ways that the location can benefit the buyer.

Don’t just say things like “a short walk to nearby stores and parks”. Instead, help buyers imagine what a day in their life might look like when they buy your listing, as it relates to what is in their new neighborhood.

Let’s say your listing is a condo in a city’s downtown district. Talk about how much fun the buyer will be able to have shopping, dining out, and socializing in nearby establishments that are just steps away from their door.

This is a fabulous opportunity for you to highlight the most relevant local businesses and attractions which will do wonders for your real estate website’s SEO and help you to build a relationship with those business owners.

I always recommend that you reach out to the owners or managers of the businesses that you feature and ask them to help promote the content you create around them or even pay to be featured alongside your listings. Many of my clients that hire me to write their listing descriptions and blogs for them charge local businesses to be featured this way and make a killing doing it!

Add Videos & Virtual Tours

I know that I don’t have to tell you how important professional photos, videos, and virtual tours are when it comes to marketing your listings. They are all very powerful tools that really help buyers imagine themselves in your listing and significantly increase the number of showing requests you will receive.

However, each piece of visual content that you post within your listing blogs, can do a world of wonders for your real estate blog or website’s SEO. Search engines love to see videos and virtual tours so the more that you include them with your real estate listings and blogs, the higher those will rank in local searches.

If you have any videos of the neighborhood, be sure to include those as well because remember you are trying to sell the full picture lifestyle here.

If you are posting these videos to YouTube (I STRONGLY suggest that you do) you can copy and paste your listing’s blog post in the video description as well. Just be sure that your post has been fully optimized for SEO so that it helps you rank on YouTube as well.

Feature Related Content

As business owners, we are all striving to attract our ideal clients to our websites and then convert them once we get them there.

The longer you are able to keep someone on your real estate website, the higher the odds are that you will be able to convert them into a client.

One of the best ways to keep someone on your real estate website or blog long enough to convert them into a client is to feature related content in each post.

For example, if you have other listings for sale in that neighborhood, you should include the links to all of those posts as well. Additionally, any content that you have about the schools, local businesses, attractions, etc. should also be featured.

Not only will this help to keep people on your website and convert them into clients, but the internal links will also improve your website’s ranking on search engines.

Get Support From Your Broker

When you create a blog post around your listings and turn them into something you might see in a magazine, it makes it easier for your broker to promote your content than if you just send them a link to the MLS.

I understand that not all brokers can promote every agent’s listing. However, when you write or hire someone like myself to write blog posts around the listings that showcase them in a different light, it makes it much easier for them.

Get Free Blogs About Your Listings

I’m not sure if you caught it earlier, but I mentioned that many of my clients who hire me to write content for their real estate websites, blogs, and listings, actually profit from that content!

While there is obviously a small cost to hire me to write this content for your listings or website, you can charge local businesses or vendors to be featured alongside that content. It is not uncommon for my clients to make two or three times the cost of my services from these sponsorships.

Most of the time, when someone is featured in your content, they are more than happy to promote that content themselves on their social media which helps to get you more exposure (a big added benefit).

When you consider all of these benefits, along with the fact that it will be one less time-consuming and tedious task for your to-do list, it makes more sense to outsource your listing blog posts to a professional real estate writer like myself. Not to mention, you will be able to brag to your sellers that you are able to include this professional level service to give you a competitive edge over other agents vying for that listing.

If you would like to learn more about my services or have me write your real estate content you can email me here or book a free consultation with me.

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