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Photo Credit: Identitywebdesign.com

As you know, the best real estate agent websites incorporate frequent content updates. And as you probably also know, maintaining a blog on your site gives you the perfect channel for generating original content on a regular schedule.

But how do you create blog posts that will keep your clients engaged? Read on for our tips to writing the perfect blog post!

Working on improving your website? Read our guide to content audits!

Tease Your Content

Every time you post an update to your blog, post every social media account to spread the word. Use this strategy to promote topic archives, or even to highlight a sustained dialogue in comments. Provide a gallery of recent posts on your home page, so that visitors see current headlines instead of a lone tab tucked away in the corner. Below the headline, include a short, punchy summary – not more than a line or two. In the blog post itself, use formatting to promote content for readers scanning quickly: a title, subheading, and subtitles for each section. You can also use “pull quotes” to grab soundbites.

Tactical Titles

Stay concise – a title that takes up more than one line is too long. It’s also important to be specific, especially if you generate a lot of material on related topics. “Marketing” is less specific than “Digital Marketing.” Incorporate a “call-to-action” into your titles by using a question that will motivate readers to click through to the answer – “What’s the Best Way to Build a Campfire?” – or with cues like “Learn How,” “Read Our,” or “Increase Your” to frame your post as valuable info.

Make Yourself Useful

Relevant content is appealing content. You can make content relevant to your customers by explaining how it will help them. This approach is especially useful if your field may seem complicated or daunting to clients, or where it’s important to provide a breakdown of the specific benefits of your professional expertise – real estate, accounting, and marketing are all examples. Use “helpful advice” posts to help clients become comfortable with basic concepts and to foreground your role.

Take a Number

You’re probably familiar with “listicles,” right? This ubiquitous format is designed to keep readers clicking through multiple pages, but the basic “list” idea is much older. Lists and numbers – “Ten Tips,” “Five Ways” actually serve as an implicit “call-to-action,” setting the article up as a set of short reading “tasks” for customers to check off.

Block It Out

Ideally, you want a format that seems concise without being choppy. You also want to create a sense of consistency. To that end, scan your document to make sure that paragraphs are all about the same length. You can use a shorter intro or lead question to create a sense of pacing, but you should avoid too many one-line paragraphs in sequence – they can seem awkward. For a natural “flow,” read each post aloud before you hit publish.

Photo Credit: Tutorials.writersdigest.com

What’s a Picture Worth?

Studies consistently show that text paired with visual content gets more attention that text alone. Don’t underestimate the impact of a photo or set of photos to increase readership. Embedded videos are even better – they keep eyes on your content for minutes at a time. You’ll also want to include a headshot and capsule bio – either with your signature at the bottom, or in a sidebar. Readers will be more invested if they know who you are.

Serial Box Sets

There are several ways you can integrate posts with the rest of your blog and site. If you’ve got a long post or a particularly complicated topic, look for ways you can split content up into multiple linked posts. Give each post a title that makes it clear that it’s part of a series. Link the rest of the series in a header and footer. Create a sidebar archive organized by date and topic so visitors can browse.

Find the Connections

Internal links are also crucial – try to include at least two internal links in each post, and see where you can integrate posts into other pages. For example, say you’re a residential real estate agent who’s just published “Tips for Finding a Mortgage Lender” on your blog. That post can be added to your “Financing Your Home” page, your “Buying Process” page, and your “Local Vendors” page.

Finish Strong

The snappy conclusion is always the hardest part, right? One useful strategy is to finish with a question. For example, “What do you think goes into writing the perfect blog post?” Combine your query with a “call-to-action” like, “Tell us about your experiences in comments!” Your readers will feel appreciated, and you may start a lively discussion – which you can also use to generate follow-up posts!

Blogging can seem intimidating, especially if you’re trying to put up a new post every week, but remember that the same professional skills you’ve developed as a business owner – communication, organization, expertise – will help you create and maintain a vibrant online presence.

Looking for more advice on content creation? Read our guide to real estate content!

Are you interested in learning more about blogging and other elements of integrated marketing strategy? At Square 1 Group, we make it our business to create multilayered technology and marketing solutions for our clients, tailoring our approach to your resources and needs. Contact us for a consultation today!