4 Content Strategies That Can Make Your Listings Work
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As market predictions indicate that housing prices are expected to continue rising over the next few years, selling your property can be a good decision, whether to free up your equity or finance a new venture.
A previous post highlights the importance of working with a listing agent to guide you through the otherwise long and complicated process. Our previous post lists the ‘Key Skills You Need Your Listing Agent To Have’ and explains how these real estate professionals can help you price your house based on the latest data and market trends, negotiate with potential buyers to keep your best interests in mind, and solve potential roadblocks during the home-selling process.
Besides dealing with time constraints, property inspections, and emotional attachment to your home, listing agents can also assist you with marketing your property effectively. Listing agents can tap into digital marketing strategies like search engine optimization (SEO) and content marketing to expand the reach of property listings and attract potential homebuyers.
Below, we explain why SEO and content marketing are essential in real estate and which content strategies you and your listing agent can implement to make your listings work.
Why SEO and content marketing matters in real estate
According to the National Association of Realtors, the majority of homebuyers start their property search online, with 97% using the internet to search for their next home. A Search Engine Journal article explains that this is why businesses, including those in real estate, must invest in SEO, as being visible in organic searches can direct potential clients to your website or specific listing.
Since buying a property is a critical financial decision, prospective homebuyers must trust your listing, to which SEO contributes by establishing your authority and credibility on websites and search engines. Real estate is also heavily dependent on location, which means it benefits from local SEO to optimize listings to a specific neighborhood, town, city, or state and allow people to find the property quickly and easily.
To reap these key benefits of SEO for real estate, listing agents and property owners must be prepared to create relevant content that gains homebuyers’ attention and increases their listings’ traffic and overall engagement. This is where the following content strategies come in, helping your listings stand out in the competitive real estate market and lead to successful sales.
Target local keywords for greater visibility
As previously mentioned, property listings must be marketed locally to target potential buyers within the vicinity. As such, real estate SEO starts with identifying local keywords relevant to your target market, which must then be incorporated into your listing’s title, headings and subheadings, and meta description, which refers to the summary that appears below web page titles.
For example, instead of simply writing “home for sale,” you can write “Florida home for sale” to boost visibility and ensure your listing captures valuable leads and conversions. Additionally, investing in local SEO allows your listing to show up even when your target market doesn’t add a local search term and only looks for properties on location-based platforms. You can start your keyword research and analysis using tools like WordStream, which offers hundreds of relevant keyword results and their performance based on your industry and location.
Publish high-quality content related to real estate
In addition to integrating local keywords into your listing, it helps to create high-quality content that earns backlinks, which refers to links from trusted websites like news outlets, real estate blogs, and property directories to yours. LinkNova states that link building solutions can help you accumulate backlinks and earn citations from authority websites in the real estate industry. It is vitally important that your content is reaching websites that can can link back to your listings to help build authority into your site. Similarly, your content can range from guest posts to link insertions. What matters is that your articles naturally integrate local keywords and establish your property’s credibility to drive meaningful traffic among your target audience of potential buyers.
Consider short-form videos
Aside from written content, short-form videos are increasingly becoming relevant in digital marketing for real estate. Since real estate marketing is highly visual, audiences demand short clips, lasting no more than a minute, that showcase and tour the property in a more dynamic, engaging manner than photos.
A Forbes article introduces TikTok as the perfect platform for short-form video content, especially if you want to target younger generations like Gen Z, who have increased purchasing power as part of America’s workforce. Among the strategies you can employ are location-based hashtags relevant to your listing, informative voiceovers for property details, and property walk-throughs to help potential buyers visualize key selling points.
Leverage emerging technologies like AI
Lastly, you can leverage emerging technologies like artificial intelligence (AI) to streamline your SEO and content strategy, from brainstorming content ideas to automating keyword research.
For example, the popular AI assistant ChatGPT can recommend relevant topics for articles that can help attract homebuyers and earn backlinks from trusted websites. Meanwhile, the SEO tool Ahrefs has AI-powered features like the experimental Content Grader Tool, which automatically analyzes articles and scores them based on how they cover relevant topics and integrate high-ranking keywords.
As you consider these content strategies for marketing your property listing, remember to monitor and evaluate their performance based on key metrics like click-through rates to determine which strategy works best for you and your real estate needs. Check out the rest of the Bianchi Realty and Property Management website to learn more about our listing services.
Article written by Rose Johnes
Exclusively for