Unique, engaging and highly specific content can make you a trusted resource for buyers and sellers locally and regionally, Chicago broker David Marden writes.
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In today’s real estate market, the dominance of national companies like Zillow and Homes.com makes it challenging for regional brokerages to rank for broad keyword terms like “homes for sale in [City].”
To compete effectively, it’s essential to shift the focus toward content creation that educates, informs and entertains potential clients before they even know where they will be moving or searching for a home.
The strategy will become even more powerful when replicated into other major markets that have highly competitive education and large companies with an international presence, including ideally New York City; Washington, D.C.; Philadelphia; Los Angeles; and San Francisco.
How creating unique content for a real estate website helps increase organic search traffic, total impressions and average keyword position
Challenges
- Broad keywords saturation: National real estate companies hold dominant positions for broad keyword terms.
- Limited regional reach: Regional brokerages have a smaller market footprint compared to national companies.
- Uncertainty of relocation needs: Engaging future clients who aren’t yet certain where they will move can be difficult.
Where is your next buyer from?
Your next client is probably not even from the area, so create a content strategy that will focus on what information someone moving into the area may research before they start looking for real estate.
Solution: Unique and engaging content strategy
To capture an audience early, the strategy will focus on two key areas: education and companies/jobs. By providing valuable insights related to schools and business…