Tips for Creating a Successful Lead-Generating Blog

Kevin Kling, Licensed AgentNovember 2, 2022

Successful,Entrepreneur,Checking,E-mail,On,Laptop,Computer,,Sitting,In,CoffeeReal estate agents should have a well-functioning blog for plenty of reasons, but lead generation and establishing their reputation in the community are among the most important. Blogs help to establish agents as experts in the field and the local real estate market and to provide an effective channel for agents to find potential clients. 

Building and maintaining a blog that helps agents reach the right readers isn’t easy, however. It can take a fair amount of work to create a blog that provides continual returns, but that work will pay off by generating leads that turn into clients. With these tips, agents will understand the importance of building a reliable blog and how best to go about it.

The Importance of Having a Real Estate Blog

Agents have many ways that they can market their services to prospective clients, and a blog is an essential tool. Blogs act as a form of advertising that provides the reader with value. Sometimes, people are looking for information before they are ready to search for an agent. Providing a valuable resource for accurate information related to real estate can draw readers in and establish the agent as a credible source. That way, when someone’s ready to become a first-time homeowner, they are already familiar with the agent through the blog.

Blogs also provide agents with an effective method to update the content on their websites. As a general rule, businesses don’t tend to rewrite the content on landing pages very frequently. However, search engine algorithms tend to prioritize websites with regular additions. A website that hasn’t been updated in a year or two might not rank as highly as one that is updated once a week or even once a month. As such, even if agents are not posting long, in-depth blogs all the time, predictable posting can lead to benefits beyond the individual blog post.

Tips for Generating Leads From Your Real Estate Blog

Lead generation should be an important part of planning, creating, and publishing blog posts. Agents have a variety of ways that they can do this, including:

  • Providing a link or form for readers to sign up for a newsletter
  • Including links to contact the agent directly
  • Helping readers solve problems that prevent them from deciding to buy or sell property

Ultimately, the blog should make it easy for clients to request more information through multiple means. 

Include a Call to Action in Your Posts

It’s common for businesses to include a call to action at various points in blog content. A call to action directs the reader to do something. It might involve requesting an eBook, signing up for a newsletter, or contacting the service agent. Adding a call to action can improve lead generation because it helps the reader to understand their options and take action with little effort. Inserting a call to action at different points helps to capture leads from readers who aren’t planning to read the entire blog post.

Fixing an Underperforming Blog

Smiling,Young,Caucasian,Man,And,Woman,Spouses,Sit,On,SofaAlthough having a blog is vital for agents to be successful, the blog itself must be functional. A blog that doesn’t perform well isn’t going to generate the leads that agents need to get a reasonable return on the investment. Sometimes, a bad blog can even be worse than no blog, driving readers away with poor design or ineffective content. Building a good blog is a process, and agents who invest the time to test its performance and make fixes are more likely to get a better long-term result.

Barriers to Lead Generation

The goal of any business website is to make it as simple as possible for visitors to turn into prospective customers. Anything that gets in the way of that is a barrier to lead generation. Any blog can have these problems from time to time:

  • Users can’t figure out where to go to get more information
  • Links that allow readers to request content are broken
  • The blog isn’t ranking on search engines
  • Content isn’t relevant enough for readers

An underperforming blog probably has multiple problems. Improving performance may require systematic attention to these and other common barriers.

Blog Creation & Design

The best way to avoid most of these barriers is to create a blog that is simple to use and provides valuable information for readers. Agents may want to try the following when making a blog:

  • Ensure that the design is accessible on mobile and desktop
  • Plan content that solves problems which are important to the target audience
  • Break up content in a way that is readable and easy to scan
  • Devise an attractive layout

Agents may want to consider hiring a service to help with the initial design, even if they plan to make updates on their own.

Using SEO to Bolster Your Real Estate Blog

Relaxed,Woman,Using,Laptop,In,Luxury,Home,Living,Room,WithSearch engine optimization is one method businesses use to ensure that their websites rank highly on a search. The search engines prioritize results based on the page quality and relevancy to the search term. Since there are nearly infinite combinations of search terms, agents have to focus on the ones most likely to return benefits. For example, agents specializing in gated community homes might want to optimize their content toward that subject in their service area. SEO tends to be most effective when agents choose a handful of search terms to optimize.

SEO & Social Media

Search engines will return links to social media as well as websites. Agents who want to increase traffic may wish to post to social media using target search terms, with links to a relevant blog post. This generates additional opportunities for readers to click and read the content.

SEO & Video Content

Many readers expect multiple media types on a blog, including videos. Videos with concise, relevant tags make it easier to index the content. This method can also help to reach potential clients who will watch a video but won’t read a blog post.

Turning Leads Into Customers: Lead Conversion

Agents should take a comprehensive approach to lead generation and management to ensure that the leads are productive. This might include:

  • Simplifying the action to start the lead process
  • Targeting a lead strategy to reach readers who are ready to act
  • Responding to leads with the right kind of information
  • Helping to nurture leads that are higher up in the sales funnel

All of these steps need to work well, or the agent risks creating the wrong kind of leads or failing to follow up on them.

Lead Conversion Tips & Metrics

Cheerful,Happy,African,American,Couple,Laughing,At,Funny,Videos,FromSuccessfully converting leads is one of the most challenging aspects of any advertising. Agents must ensure that they are targeting their efforts in the right areas to increase the traffic to their blogs and turn that investment into future income. They can do this by crafting a marketing strategy to improve site traffic, brand awareness, engagement, and conversion rate. Creating content for various audiences and tracking performance are the best ways to make improvements.

Lead-to-Conversion Rate

When contemplating a blog’s ability to generate leads, agents need to consider two metrics: the number of blog visitors that turn into a lead and the number of leads that turn into a conversion. The rate depends on the type of customers that the blog post is trying to target. For example, a blog post that explains the benefits of new construction homes might not generate the same number of leads as a post dedicated to recent developments in the area. Agents may not have a conversion rate higher than 5%, but they should continue to work to improve it.

Cover Unique Topics

As with any other type of advertising, an agent’s blog competes against other content producers and influencers in the industry. Agents can help set themselves apart by researching and discovering areas where information and reliable authority are scarce. It’s easier for an agent to get attention for their blog posts on subjects that haven’t been covered 10,000 times. Many agents focus on hyper-local content within their service areas to target local search terms and improve their SEO.

Reach All Stages of the Funnel

Agents need to reach all stages of the sales funnel. General information helps to reach readers at the top of the funnel or still in the process of gathering knowledge. Specific calls to action are more likely to reach people at the bottom who are ready to act.

Real Estate Blogs Are an Ongoing Investment

Many agents decide to start a blog as a way of advertising to the community. Unlike a single ad campaign, however, a blog requires regular attention. Otherwise, agents may find that the leads they provide aren’t high-quality, if they get any leads at all. By paying attention to these tips, agents can ensure that they have a relevant blog that provides use to readers in a format that the target audience is likely to consume.

About the Author

Kevin Kling is one of Daytona Beach’s finest home sellers, specializing in condominiums. His passion for serving his hometown community consistently ranks him highly in the Daytona-Port Orange area.

Last Updated: 11/2/2022

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