With so much content available online, not creating content is the equivalent of not having a website. Not only is it an excellent way to generate traffic and convert leads as an estate agent, as everyone else is already doing it, if you're not, youʼre definitely falling behind.
If you’re about to start or are looking for inspiration towards new content, let’s look at five things that add value to your content and see how you can utilise them in your own writing.
1. Look for what’s missing, not what’s already there
One of the more popular pieces of advice is that you should check out what others have written and replicate similar in your own words to get started. Although be aware, since with this approach, whilst easy and quick to create, it won’t add any further value to your audience.
What you should be doing is looking at what hasn’t been said about your local market or providing advice for selling or letting a home. Why not look at the discussions that arise from peoples views on social media posts or conversations that are said in the office with clients. Cover those angles instead of the content people have already read and consumed. Be different, stand out.
2. What’s worked in the past, review your stats
Look at the content that has worked for you before and replicate it with a new perspective. Look back at the last year and figure out what was your favourite post and why your audience enjoyed it. Once reviewed, decide if you can add more insight, data or recreate with a video instead? If you keep reviewing this, your content will not only improve but it will be well received by your audience.
3. Outline your key figures clearly
A lot of content value comes from your insight and knowledge of the property market along with your own unique customer experience. However, when creating content make sure this doesn't get lost within too much wording without a summary first. At the start of the content, outline clearly what your article is about and how you will help the reader, what problems are you going to solve for them. You can then move onto discuss the statistics and add more words as you need to in order to make it more engaging for your audience. Your insights and statistics will direct the reader into knowing how you arrived there. Make bold headings near the top of the content, and let them serve as your direction for your clients.
4. Check with your own perspective
When you write content it can be very personal and subjective, laced with your own views and beliefs. How often do you question what you have written in the eyes of the reader? Ensure you regularly review your content with this in mind to benefit from a fresh perspective and through the eyes of what a customer will think when reading it. Educate yourself as much as possible about your content topic and think about how you're writing and saying it. Ensure you explain why you feel the need to write about a particular topic.
5. Don’t make assumptions that your readers will understand
Ensure you don't present complex estate agency wording in your content so that your audience understands and also engages with the content. Think about how it reads through their eyes and how they are going to feel after reading it.
Writing valuable content requires time and effort. If you aim to create exceptional content that provides real value to your property market, you will need to make sure you plan it out, research it, work out what you want to say, the message you want to get across and how will the customer feel after reading it. Don’t fall into the trap of taking so much time to write one piece of content which then never ends up being sent out or is delayed due to constantly trying to perfect it. Remember, the 80/20 rule!