Debating the blog? Whether you’re considering starting one or ready to throw in the towel, you need to understand why your real estate marketing team talks up blogging as a content marketing strategy. These statistics tell the story behind blogging’s allure for real estate agents or real estate service providers.
- “Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month.” HubSpot
Translation: The more you blog, the more traffic you receive. Before you rush off to write 16 blogs a months, think for a moment. Sixteen blogs translates to four times a week. Do you have enough time and enough quality content to write four blogs a week? How about five blogs? This is why some real estate agents quit blogging: the workload. When in doubt, quality will always trump quantity. One blog a week is better than no blogs at all.
1) “Businesses who blogged just 16 to 20 times per month got 3 times more leads than those who didn’t blog.” HubSpot
Translation: Blogging helps generate traffic, and traffic means leads. Turn choice blogs into landing pages that convert visitors into email subscribers or potential clients.
2) Businesses with over 200 total blog articles got 4.6 times more traffic than those with under 20 blog posts. HubSpot
Translation: While page count may not rank influence search engine optimization as much as it once did, it’s clear it still plays some role in ranking. Regularly updated blogs show your page is active. Additionally, the more content you have, the more search terms organically appear connected to your page. Logically, the more pages you have, the higher you will likely rank.
3) “Businesses websites with 401 to 1,000 web pages have 9 times more traffic than those with 51 to 100.”
Translation: See the notes from above. Logically, the more pages you have, the more traffic organically generate.
4) 70% of home buyers prefer to get to know a real estate agency through online content over paid advertistements. Blue Corona
Translation: Your website is how buyers get to know you. A blog can be a critical component in landing a client. They’ll see your expertise, find valuable information, and begin to trust your brand.
5) Adding a blog to your site will increase your chances of ranking on search engines by 434% Hubspot
Translation: Why does a blog increase your SEO? The big three reasons: They’re loaded with keywords. You promote blogs through your owned marketing channels, drawing in traffic. It shows your webpage is active through regular updates.
6) 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016) Hubspot
Translation: View blogging as a long-term strategy. You may receive a short-term bump when you first post a blog and share across networks. Your biggest organic gains will be over time.
7) B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. Hubspot
Translation: Blogging 2-3 times a week generates more leads than once a week. If you’re considering increasing your posting frequency, this is helpful information. You may not have to jump from once a week to once a day to see results.
8) The average word count of the highest-ranking content in Google is between 1,140 – 1,285 words. Search Metrics
Translation: Consider a different strategy for your blog. Instead of short form 500-750 posts, go deeper into a topic. You’ll have more material to post, more information for spiders to index, and more evergreen content.
9) After 21-54 blogs, businesses see a traffic increase to their blogs by up to 30%. Traffic Generation Cafe
Translation: Don’t quit! Stick with the blogging program. If you blog once a week, this means it could take up to a year to see an increase in blog traffic. Again: blogging is a long-term strategy!
10) 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. Source
Translation: A blog can develop a relationship with your potential clients without ever sending an email, text, or phone call. Use a blog to differentiate your services from the other real estate agents in the area.
After reading these key statistics on blogging, if you still want to try a different content strategy, that’s fine. Make an informed decision based on how you run your business, the time involved, and your use of social media. A blog is one small part of a greater content marketing strategy.