Every piece of content you write should be aimed at landlords and sellers, and it’s never been easier for estate agents to communicate with local homeowners long before they think about selling or letting their property. But it’s only the humble blog that can be re-used and repurposed across your social media channels to give you more than 50 pieces of content from a single article.
A blog of 1000+ words giving useful advice to homeowners on any aspect of selling or renting property can be plundered for short’n’snappy Instagram quotes; dropped as a link in your profile; posted in full and in part to Facebook, or as your main cover image. . You can even chop it up into multiple soundbites for Twitter to make several sharp points, or to link to the page on your website. Hey, you can do both.
Make your blogs evergreen
To give yourself the largest number of possibilities for each of your blogs, it’s best to avoid any time-bound topics so you can tweak and reuse your articles, time after time and year after year. This will build you a base of assets that will be relevant to anyone viewing them and at any time to help you capture the biggest number of readers.
A blog never goes away. It keeps on working for you every single day, lifting your credentials as your library of articles grows: there isn’t a single piece of content that gives you so much return.
Blog subjects to avoid
If you’re currently running a blog and you’re writing articles on things like property listings, your team or your services, PLEASE STOP NOW. Those subjects are – or certainly should be! – already covered on your website and I’m telling you now that YOU’RE WASTING YOUR TIME hiding them in your blog. If you’ve missed anything off your services or team pages, that’s where the information should go. And if you’ve got the right property listings, buyers and tenants will find you through the portals or your property pages.
Remember that it’s landlords and sellers you’re looking to attract. No matter how good an estate agent you are, if you don’t have property, you can’t do deals.
Blog topics to embrace
Pretty much every owner of a property, whether a resident or a landlord, has the same concerns: how can they make their property more valuable; how can they get the fastest sale; how can they get the best price? It doesn’t really matter whether the market is up or down, those are the priorities of almost everyone.
For some ideas, try writing separate articles on how to get the most from each different type of room. Or how someone can prepare their home for viewings, or photoshoots, or even estate agents! Should vendors be in for viewings, or out? Should they do their own viewings, or entrust them to an estate agent? Maybe you could guide them in how to pick the estate agent that is right for them. You might feel these answers are obvious, but you deal with people moving home every day. Most sellers do it every 5-7 years.
And if you’re still stuck for ideas on what to write, think about the questions vendors and landlords ask you when you’re on valuations. Then answer those.
Outsourcing your blog
For most estate agents, finding the time to think of ideas for a blog is hard enough, let alone putting those thoughts into words, and then getting those words onto paper. I don’t think it would be exaggerating to say that most estate agents see that as an absolute nightmare.
Every single one of my clients faces that very same issue and it’s the main reason why estate agents contact me. Writing just isn’t their thing and, quite frankly, their time is way better spent on valuations and viewings than on staring at a screen and waiting for inspiration to hit.
I’ve been writing blogs for estate agents for almost ten years now, helping them build their online reputation while they get on with business. And before all this I was an estate agent for 25 years, so I know exactly what potential sellers and landlords care about, and I know exactly what estate agents need.
So how would you like to receive a new blog every two weeks without lifting a finger? You can use them as you please across your website and social media, cut them up as much as you like, post them in full and shout about them wherever you see fit. Every other Monday a freshly-written article will land in your inbox and be exclusively for you in your catchment area.
I know that right now is a time of concern for most estate agents, but I also know that none of them want to disappear: being forgotten is not how you want to come out of lockdown. So, for at least the next three months, I’m reducing the cost of the service from £197 per month, to just £47.